Commentary
The Genesis Story: Why It’s a Key Part of an Effective Marketing Strategy
The cornerstone of a company’s brand narrative and storytelling efforts will all spring from the brand’s genesis story. The story of the creation of the brand, the who, the why, and the what of it, are the threads that weave the brand’s story together. A genesis story tells the consumer not only what the brand is and how it was created, but also about the brand’s values, what kind of company they are, and what kinds of people work there. Think of the brand genesis story as the brand legend.
5 Questions Brands Must Ask Their Agency About Location Data
Advertisers are unknowingly wasting 30 to 50%, and as much as 80%, of their location-based targeting spend on inaccurate, poor-quality data, some of which is fraudulent. They are being told by their partners that “everything is fine,” but the answers to a few questions could reveal a very different story.
Here are five questions brand managers should be asking their agency partners about location data. The answers will help vet the quality of the data you are purchasing.
Behind the Rise of Data Transparency
As technological capabilities accelerate and data regulations increase, brands should home in on data privacy. Focusing on data transparency will ensure you stay out of legal trouble while also earning more loyal, trusting customers. Consumers understand that you have data — it’s how you use it and share your practices that can make or break these important relationships.
Latest Posts
How Major Brands Are ‘Gamifying’ the Consumer Buying Experience
Although gamification itself is not a new marketing strategy, advancements in mobile apps and location technologies are providing brands with new opportunities to engage customers using these time-tested techniques. Here’s how six major brands are using gamification to change the consumer experience and promote loyalty.
Street Fight Daily: GoDaddy Acquires Main Street Hub, New York Times Leads Way on Loyalty
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… GoDaddy Is Acquiring Main Street Hub, Social Marketing Platform for SMBs… How the New York Times Uses Interactive Tools to Build Loyalty and Subscriptions… Here’s Why the Epidemic of Malicious Ads Grew So Much Worse Last Year…
Street Fight Daily: Social Declines in Search Visibility as Video Rises, Amazon Deal Boosts Kohl’s
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Social Sees Precipitous Decline in Google Search Visibility While Video Rises… Kohl’s Shares Could Pop 50 Percent as Amazon Partnership Ramps Up… With Facebook Emphasizing Community, Marketers Are Trying Out Facebook Groups…
5 Tech Companies Changing the Grocery Industry
The percentage of grocery purchases influenced by digital media nearly doubled last year, and by 2025 roughly one-fifth of U.S. grocery sales are expected to happen online. Now it’s time for technology vendors to step in with new innovations, so that the industry can continue to evolve. Here are five firms working to change the way we buy groceries right now.
Street Fight Daily: Amazon Go Opens to Public, Advertisers See Video Pivot in News Feed Change
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Go, High-Tech Grocery Store Sans Cashiers, Opens to the Public… As Facebook Changes Its Feed, Advertisers See Video Ambitions… Google’s Emphasis on Webpage Speed Will Hit CNN, WSJ, Other Top Sites…
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