News and Analysis
Evocalize Banks $12 Million to Scale its Local Digital Marketing Platform
Seattle-based collaborative marketing startup Evocalize has grabbed $12 million in Series A funding for its data-driven digital marketing solution designed for local businesses and the real estate industry.
Live Commerce Guides Retailers to Success in the Metaverse
Immerss Co-Founder Patrick Jacobs says his company is working with a number of retailers to leverage live commerce as a way to blend the physical and digital worlds. Jacobs says sales rates with live commerce are on par with or better than in-store conversion rates, and that merchants jumping into live commerce now will be better prepared for the metaverse boom in the future.
6 Contactless Shopping Solutions for In-Store Retail
The retail industry took notice when Merkle debuted its newest contactless shopping solution at CES 2022 this month, but the company’s Scan & Know product isn’t the only touchless retail solution on the market. Thanks to the continued adoption of augmented reality and virtual reality among consumers, more technology providers are developing in-store retail experiences that keep physical contact to a minimum.
Commentary
LBMA Vidcast: Zeta Global and PlaceIQ, Amazon’s Delivery Innovation
On this week’s Location-Based Marketing Association podcast: U.S. Army #InOurBoots VR recruiting, Transport for London using WiFi tracking, Havaianas shoppable boardwalk, McDonald’s Sweden’s QR picnic blanket, Zeta Global takes over PlaceIQ’s ad business, Amazon’s employee incentive for creating delivery start-ups.
The Deceptive Arguments Amazon Uses to Shirk Responsibility for AI
In a recent column, Recode founder and New York Times columnist Kara Swisher cut to the core of what would seem to be concessionary calls for regulation from Big Tech firms, summarizing their attitude like this: “We make, we break, you fix.” She’s right, and with Google, Amazon, Apple, and Facebook doubling their combined lobbying spending from 2016 to $55 million in 2018, it is worth taking a closer look at the kinds of arguments the companies are trotting out to avoid responsibility for the outcomes of the technology they produce and sell. We should be particularly concerned about the arguments tech firms are making about AI, which is already remaking our society, replacing steps in crucial human decision-making processes with machine-generated solutions.
For an example of how tech firms are attempting to get away with peddling potentially dangerous AI-based tech to powerful entities like law enforcement agencies while accepting minimal accountability, consider Amazon’s Rekognition.
Connecting the Customer Journey from Online to Offline
The blurring lines among search, social, and e-commerce only muddy the water when it comes to determining the customer’s journey to conversion. So, how can advertisers accurately attribute their marketing dollars to customer wins? Increasingly, marketers are turning to a multi-touch attribution strategy that includes both online and offline conversions, thereby moving away from simplistic last-touch attribution models.
Latest Posts
Street Fight Daily: Facebook Invests in Local News, Ford Plans to Enter Local Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Announces Support for Local News Subscriptions… Ford Lays Foundation for Autonomous Ride-Hail and Delivery Service… CPGs Focus on Marketing in Tough US Retail Landscape…
How Publishers Can Survive Facebook Churn: Top Expert Weighs In — Part I
To help make sense of this sometimes-chaotic state of affairs and find solutions for local news publishers, I went to an expert who I think would be on just about any short list of Facebook demystifiers, Grzegorz Piechota.
Walmart Reimagines In-Store Shopping Experience with Mobile Update
Walmart’s new Store Assistant is an all-encompassing mobile app solution that includes features such as Walmart Pay, a product search bar, and a product scanner that shoppers can use to double-check prices inside stores.
Momentum Builds for Third-Party Location Data; Brands See Correlation with Marketing Effectiveness
Third-party customer location data isn’t used widely by multi-location brands, but those that use it appear to have better success with local digital marketing.
Street Fight Daily: Duopoly Shares Data with Brands, Third-Party Location Data Boosts Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Duopoly Shares More Data with Brands, But There Are Snags… The Next Big Threat to Consumer Brands (Yes, Amazon’s Behind It)… Walmart Reimagines In-Store Shopping Experience with Mobile Update…
Unpacking the Increasingly Complex Local SERP
“While I think [these local ad changes] might be better for many small businesses AND consumers, it gives Google a great deal of power to approve or disapprove participants,” Mike Blumenthal tells David Mihm in their biweekly column.
People Are Talking About You: The Hidden Value of User-Generated Content
Simply put, insights gleaned from reviews can help you do business better. Though reviews may contain bias of various kinds, they are still the best source you can find of detailed feedback from real customers.
Street Fight Daily: How Google’s Ad Changes Affect Local Biz, Snap Ups Its Ad Game
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Unpacking the Increasingly Complex Local SERP… People Are Talking About You: The Hidden Value of User-Generated Content… Media Buyers: Snap Is Focused on Enabling Commerce in Ads…
Understanding the Proxies That Can Undermine Location Data
For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.
LBMA Podcast: Verizon, Omnicom, Ericsson & Placecast
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Denver airport, LinkNYC, O2’s Weve, Radius8, Selfridges.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Reviews Are Now a Growth System for Multi-Location Brands