News and Analysis
The Great Re-Opening Calls for a Great Re-Think of Your Media Mix
Brands can re-plan their media mix and use intelligent out-of-home to deliver on the same goals that they used CTV, and frankly all digital for: brand awareness, engagement, and response. Here are some tips for marketers rethinking their media plans amid the return to the great outdoors.
Commentary
Chrome Cookie Changes to Affect All—Not Just the Top Line
Google’s latest Chrome changes may sound abstract to those of us who are on the ground doing digital ad work, but they will soon come to dominate our industry. If you work in display advertising at a brand and read the announcement, I’m sure you know at some point the dynamics of the ecosystem will change. But this is going to be big — your entire set of knowledge will soon be different. You’ll need to learn how first-party data looks, is captured, and how to connect first-party data that represents intent to first-party stable identifiers like email.
Visual Search and Local: A Match Made in Mountain View
Though visual search challengers such as Snapchat and Pinterest could shine in niche use cases such as fashion items, Google will rule as the best all-around utility for visual search. It has the deepest tech stack, and the substance (knowledge graph) to be useful beyond just a flashy novelty for identifying things visually.
The name of the game now is to get users to adopt it. Google Lens won’t be a silver bullet and will shine in a few areas where Google is directing users, such as pets and flowers. But it will really shine in product search, which happens to be where monetization will eventually come into the picture.
Single-Use Coupons: A Multi-Pronged Strategy for Each Phase of the Customer Journey
A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.
Latest Posts
Street Fight Daily: Google Says Sites Can Still Opt Out of Web Crawling, The Alexa Revolution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Good News for Yelp — Google Will Continue to Allow Sites to Opt Out of Its Web Crawling… Millions Use Alexa to Shop, and Brands Need to Start Paying Attention… Brand Safety in 2017: Where We’ve Been, Where We’re Going…
With Data and Local Guides, Google Maps Stays Ahead of the Rest
Justin O’Beirne marvels that, with the AOI initiative, Google has figured out how to “create data out of data,” meaning that AOIs are a mashup of 3D modeling and data extraction from images. Looked at more broadly, this is not the only example where Google has built features on top of features within the Maps universe.
Street Fight Daily: Amazon Thrives on Last-Minute Shopping, Pubs See Gains in E-Commerce
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Last-Minute Shoppers Boost Amazon As Yearly Usage of Expedited Delivery Services Doubles… For Some Publishers, The Holidays Bring Jumps in E-Commerce Sales… Search Disruption: How Brands Will Compete with the Duopoly in 2018…
Street Fight Daily: Voice Fuels CNBC’s Efforts to Monetize, Inside Google Maps’ Data Gold Mine
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… CNBC Eyes Monetization After Its Voice Audience Doubled This Year… This Cartographer’s Deep Dive Into Google Maps Is Fascinating… The Top Stories and Trends of 2017 in Data-Driven Advertising…
Street Culture: Choozle’s Culture Attracts a New CTO and a New Dialogue
Getting rid of job titles and helping people detach from job titles are two of the biggest challenges around refocusing a company on its culture and its values, CTO John Schnipkoweit says. At Choozle, the culture is focused around the product it is creating, and allowing that product to drive the company.
LBMA Podcast: Apple Buys Shazam, Fiverr, PlaceIQ + 1010Data
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: Satisfi Labs launches chatbot for Mall of America, Brandbook loyalty, Westfield acquired by Unibail-Rodamco, 7-Eleven, Blis releases SmartTrends. Guest: Dan Hodges – RetailStoreTours.com.
Street Fight Daily: Where Mobile Is Heading, Eric Schmidt to Step Down at Alphabet
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Forrester: These Are the Ways Marketers Still Struggle to Understand Mobile… Eric Schmidt to Step Down After 7 Years at Helm of Alphabet… Why Quartz Will Not Be Jumping So Fully onto the Programmatic Bandwagon…
LMA Goes Small to Spread Disruptive Ideas Among Local Publishers
A recent Innovation Mission to San Francisco/Silicon Valley drew 13 senior executives in the news business (newspapers, TV, radio and research and development). It was built around three themes: audience engagement, platform strategies and using human-centered “design thinking” to solve thorny problems that bedevil most news providers.
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