News and Analysis
Text Marketing Delivers Massive Lift for Restaurants in 2021
New data from the customer relationship management platform Mobivity shows that text message marketing subscribers visit businesses 44% more frequently than non-subscribers, and once a consumer joins a restaurant’s text messaging program, the guest’s spend increases by 23%. Measured over six months, a single text subscriber can be valued at $12.15 on average in incremental revenue.
Commentary
How Long Will Google’s “Calculative PR” Playbook Work in Local Search?
Mihm: The engineering mindset that millions of spammy listings in a corpus of hundreds of millions of legitimate listings worldwide, or a (hundred million?) spam reviews in a corpus of billions of legitimate reviews worldwide, are simply “edge cases” that are beneath Google to prioritize reflects a profound lack of empathy for how their technology impacts fellow human beings — both consumers and especially small business owners and their employees.
Blumenthal: Absolutely agree. And a related problem is that they see customer service in the same context: as an engineering/cost-benefit problem to solve, not as a way to improve their product. As such they see the last 5, 10 or 15% errors in their big data solutions as just a cost of doing business that they have no responsibility to solve.
How Targeting Fuels Audience Activation and Satisfaction
Consumers benefit from targeting. When there are clear rules and guardrails in place for tracking and targeting, shoppers enjoy a more relevant online experience and a panoply of ad-funded digital services.
Traditional ads still have a place in the marketing mix, of course. But the future of marketing is digital. Online ad spend is expected to surpass traditional ad spend (likely for good) this year. How is it that targeting, while respecting privacy, makes the consumer internet better?
Latest Posts
Local Media Consortium Partners With IAS to Fight Web Ad Fraud
To fight the pervasive web fraud crisis, the Local Media Consortium, which represents more than 75 local news media companies with 1,700+ digital publications, is partnering with the global data firm Integral Ad Science (IAS), which each day measures and analyzes the quality of 500 billion media metrics.
Pursuant Health, Vistar Media Look to Change How Brands Connect In-Store
In a move that could impact the way marketers connect with more than 30 million shoppers inside physical stores around the country, Pursuant Health is partnering with the location-based advertising technology firm Vistar Media to provide better access to its digital advertising inventory.
National Brands Must Take Advantage of Tech and Reap Benefits of Going Local
The marketplace is now offering media inventory that can be localized even in channels like national magazine titles. Advances in data management platforms, programmatic exchanges, and ad operations workflows allow national brands to go local at scale in order to reach customized audience segments.
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