News and Analysis
Ericsson Emodo Launches Creative Lab Focused on AR Experiences
With buzz around the metaverse reaching a fever pitch, and industry observers touting the “multitrillion-dollar potential” for early adopters, Emodo is positioning itself as a leader in the space. Emodo Creative Lab will focus on creating targeted AR experiences for advertisers, beginning with Resolution Media and The Broadway League.
6 Fulfillment Services for Personalizing E-Commerce Orders
Packages full of bubble wrap and styrofoam peanuts just aren’t cutting it anymore. Instead, more retailers are using e-commerce fulfillment services to create branded experiences, replete with everything from personalized tissue paper to custom selected product samples. Whether the purchase takes place online or in person, industry players are realizing that presentation is a critical component of the complete brand experience.
2022 Predictions: Immersive Tech Edition
Here are three predictions for what could happen at the intersection of immersive tech and local commerce. And because I often disparage broad predictions that don’t have any teeth, we’ve included action-specific or figure-based statements in each prediction (highlighted in bold).
Commentary
12 Years After the iPhone, Marketers Need to Lean Into Digital Wellness
Once upon a time, “getting a Starbucks coupon as you walk by a Starbucks” was the Holy Grail example of the potential power of mobile marketing. With the iPhone turning 12 years old this week, it’s a great time to observe how drastically more sophisticated digital relationships between consumers and brands have gotten thanks to the supercomputers in our pockets.
Mobile is now about building a customer journey and taking patrons to the next level rather than a single, location-based transaction. You hear it a lot: the customer journey reigns supreme, but there’s a good reason for “customer journey” becoming like the Greek chorus in marketing. Consumers are inundated with messages from brands, so marketers need to be judicious about how, when, where, and why they reach out to customers.
What’s a Cloud Kitchen? Amazon’s Next Move to Revolutionize a Major Shopping Sector
Jeff Bezos likes to say, “Your margin is my opportunity.” Like with Whole Foods and grocery, Amazon moves into new verticals and applies its logistics-first approach to carve out margins, then undercut competitors. It is even getting into shipping, in a move to own its delivery infrastructure.
The next local conquest could be restaurants. For Amazon, it’s not just about serving food, but doing so in a way that aligns with its forte: delivering things to your home. The biggest clues and synergies lie in its established delivery and logistics playbook as well as its recent $575 million investment in Deliveroo.
Enter the cloud kitchen.
Embracing Hyperlocal Creative at Scale
The challenge of authentic content is doing it at scale, in a way that is brand safe, across all markets. While creating custom content could seem like a feasible task for international companies with endless resources at their fingertips, even legacy brands all too often struggle with personalized, custom, local content at scale. It’s equally as challenging for local businesses like franchises, small agencies, and Mom-and-Pop shops who are charged with many business tasks outside of content creation. One of the pivotal concerns in digital marketing as it applies to content and content creation is having an efficient process to scale content production.
So, how can franchises, local businesses, and brands scale their creative marketing content to better reach local markets?
Latest Posts
Street Fight Daily: AMP Sends Pubs More Traffic, New York Times Launches Ad Analytics Team
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Is Replacing Facebook’s Traffic to Publishers… New York Times Adapts Data Science Tools for Advertisers… Why Your Grocery Store Wants to Be Like a Startup…
Toward a Better Definition of AI in Internet Communications
Under broad scrutiny, AI stands for “that thing we do with computer data manipulation that is somehow more complicated than layering algorithms on to data structures. But neither do we agree that the current state of AI represents actual computer or machine learning.
From DNAinfo’s Ashes, Three News Vets Are Launching Their Phoenix in Chicago
The site’s non-billionaire founders aim to succeed with a radically different revenue strategy from their DNAinfo alma mater — their plan for domination does not include advertising. In this Q & A, director of strategy Jen Sabella tells how she and her partners are mapping a new way to make local news work.
Street Fight Daily: How to Spark Engagement on Instagram, DNAinfo Vets Launch New Pub
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Guardian’s Instagram Strategy is Winning New Readers… Ad Agencies Expect to Stand By Facebook As It Loses Younger Users… Snap Finally Gives Influencers Data on Their Followers’ Engagement…
Snap Opens Its API to All Brands, Agencies, and Tech Firms
The company is providing open access to its marketing API, a move that will allow brands, agencies, and marketing technology firms to explore advertising on the social platform more freely.
Case Study: Crayola Overcomes Facebook Algorithm with Co-Created Content
Partnering with the in-product consumer sharing platform Vivoom, Crayola launched a holiday-focused campaign in the fourth-quarter of 2017. Consumers were encouraged to record videos of themselves, using a Crayola-branded filter, and then share those videos across social media as personalized holiday cards.
VIDEO: PlaceIQ on Location Data’s Expanding Role for Brands
Location data continues to evolve. And it’s not just tactics for data collection and deployment, but the changing ways it’s being used by brand advertisers. We spoke with PlaceIQ’s Duncan McCall backstage at Street Fight Summit West about this evolution.
Street Fight Daily: Snap Opens Up Its API, Google Expands AMP
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snap Opens Its API to All Brands, Agencies, and Tech Firms… Google Takes AMP Beyond Basic Posts with Its New Story Format… Uber Posts Q4 Losses of $1.1 Billion on Higher Sales…
How Marketers Must Prepare for the Voice-Connected Consumer
As digital media surpasses traditional, marketers must prepare for the changes that will result from connected devices becoming a common source of customer experience. Local search will be of paramount importance as consumers turn to their voice devices, and eventually their connected cars and appliances
State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon
Location data and analytics are a key R&D priority both now and in the longer term for companies supplying technologies and services to the connected local economy, according to Street Fight’s latest reader survey. Those companies deem AI and voice technology as two areas that require investment now, with an eye on a later payoff.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem