News and Analysis
Advertisers Adopt Cross-Channel Strategies for Super Bowl LVI
As major brands put the finishing touches on their Super Bowl LVI strategies, they’re discovering that the biggest plays on game day are happening outside the confines of traditional 30-second spots. Sports fans are increasingly watching live sports on two or more screens at a time, simultaneously engaging with brands and posting on social media while games are going on.
Habu on the Opportunities and Challenges of Data Clean Rooms
Clean rooms are having a moment, but they are not a magic bullet for privacy compliance. Just because a customer or user willfully hands over data does not mean the data can be shared with third parties. I checked in with David Danziger, SVP of partnerships at Habu, to explore the opportunities and challenges of data clean rooms.
Zero-Party Data Platform Jebbit Lands $70 Million Investment
It pays to be in the right place at the right time. With less than a year to go before Google officially phases out third-party cookies from Chrome and more brands searching for viable solutions to personalize digital campaigns, a startup called Jebbit has stepped into the limelight.
Commentary
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
First-Party Versus Third-Party Data: What You Should Know
Using first-party data is a win-win. As marketers, you are fostering an ongoing relationship with your customers and prospects by better communicating and serving them. But there needs to be a strategy and long-term commitment. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential. It takes the right strategy and technological infrastructure in place to activate first-party data at scale.
Latest Posts
Street Fight Daily: Investments in Search Will Diversify, Inside Uber’s Social Strategy
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Search Spend to Diversify, Spreading Among Platforms Beyond Google… Uber Relies on Automation to Keep Its Paid Social Strategy Humming… Getting Detailed Insights Is Top Challenge for Programmatic Marketers…
How Facebook’s Big Changes Impact One Local Publisher — Some Surprising Conclusions
“It looks as if Facebook’s changes are only going to help New Canaanite’s visibility in the news feeds of our Facebook followers and their networks,” Michael Dinan, the site’s founder, told our columnist Tom Grubisich.
What January’s New York Retail Traffic Patterns Mean for Media Delivery
In an effort to learn more about shopper behaviors and patterns, the data science team at the mobile location firm Blis analyzed post-holiday foot traffic patterns at Macy’s, Bloomingdales, Saks, and Lord & Taylor in New York City.
Street Fight Daily: Mobile Commerce Grows, Publishers Seek Collective Bargaining with Platforms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Retailers Leverage Robust Visuals and Efficient Interfaces, Mobile Commerce Grows… Legislation Could Give Publishers a New Weapon Against Facebook and Google… Snap Is Laying Off About 100 Engineers…
How EU Data Regulations Could Benefit Global Brands
With less than three months to go until the European Union’s General Data Protection Regulation goes into effect, businesses around the globe are looking for information on how to stay in compliance with what’s been described as the most important change in data privacy regulations in the past two decades.
5 Shopper Personalization Solutions for Brands
Here are five examples of hyperlocal vendors offering the latest personalization solutions for brands and retailers right now.
Street Fight Daily: All Marketing is Local, How GDPR Will Affect Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Digital Advances Have Ushered in the Golden Age of Local Marketing… How to Open Your Mind to Amazon’s Marketing Potential… Collateral Damage from Facebook’s News Feed Changes Piles Up..
Amazon Rolls Out Free Whole Foods Deliveries for Prime Members in San Francisco & Atlanta
Further encroaching on one of hyperlocal’s oldest verticals, Amazon sent shivers down the spines of grocers in San Francisco and Atlanta on Tuesday, announcing it would begin delivering Whole Foods orders for free to Prime members in those cities.
SMB Index: Local Stocks Take a Hit in February
In a turbulent February, which saw stocks give back gains from January over 2 days (Feb 7–9), the SCP SMB Index retreated 2% during the month.
How to Create a Seamless Online/Offline Shopping Experience
Thanks to advances made in the digital world, in-store identification can be linked to existing digital identifiers and unlock sophisticated, real-time personalization that is seamless across channels.
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