News and Analysis
Text Marketing Delivers Massive Lift for Restaurants in 2021
New data from the customer relationship management platform Mobivity shows that text message marketing subscribers visit businesses 44% more frequently than non-subscribers, and once a consumer joins a restaurant’s text messaging program, the guest’s spend increases by 23%. Measured over six months, a single text subscriber can be valued at $12.15 on average in incremental revenue.
BNPL Firms Spend Big in Battle for Market Share
Digital ad spend from Affirm, Klarna, AfterPay, and PayPal as a collective group increased by 130% in the past year, totalling more than $52 million, according to new research by the advertising intelligence firm MediaRadar.
Digital Ads Are Getting Much More Expensive as E-Commerce Booms
The cost of digital advertising has skyrocketed over the past 18 months, climbing along with e-commerce spending. That’s according to a report by digital marketing firm Merkle.
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
Local SEOs: Don’t Play These Google Games
Trying to game Google today is not worth the risk. Yet every day I see examples online and talk to digital marketers, agencies and businesses who are still trying to trick Google. Whether you’re optimizing your client’s business or your own, here are a few local SEO games you should stop playing with Google.
Facebook Brings Users to Local Sites — But the Rest Is Up to the Sites
The verdict is in: local news publishers do need Facebook, Google and other giant distribution platforms. But only to get the first part of the job done. Whether you’re a self-funded entrepreneurial pure-play publisher or a corporate chain of daily newspapers, you can’t, on your own, generate all the traffic that the platforms deliver to your site.
Street Fight Daily: Facebook Tests Feed for Local News and Events, Amazon Partners with Toyota
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Is Testing a Feed Specifically for Local News and Events… Amazon Is Bringing Alexa to Your Toyota… AI Troubles Marketers More Than Any Other Technology…
5 Retailers Tapping Voice-Controlled Assistants for Frictionless Shopping
According to a survey by Linc and BrandGarage, one-in-five retailers already believes voice will be an important channel within two years, and 44% of retailers that are increasing their use of AI say they’re doing so through conversational commerce interfaces, Here’s how five major retailers are harnessing the technology.
Why Location Is a Competitive Edge For National Retailers
We recently caught up with Local SEO Guide CEO Andrew Shotland whose Local SEO Ranking Factors report finds that national brands’ migration to local search, especially multi-location retailers. Focused erstwhile on e-commerce, competitive pressure has compelled them to view their locations as an edge in local search.
Street Fight Daily: Snap’s Secret User Data Paints a Dismal Picture, Mobile Shopping on the Rise
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snap Employees Leak Data That Doesn’t Bode Well for the Secretive Company… Mobile Shopping Saw a Steep Jump Over the Holidays… Verizon’s Oath Explores the Drivers Behind ‘Brand Love’…
6 Self-Service Location Intelligence Solutions
By opening their platforms up as self-service solutions, location intelligence firms are hoping to provide clients with more open access and to inspire creativity in using existing tools in new and innovative ways. Here are six examples of vendors providing location intelligence capabilities to clients through a self-service model.
Street Fight Daily: Voice Takes Center Stage at CES, Pizza Hut Bets on Self-Driving Future of Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Marketers Are Racing to Reach Rapidly Growing Audiences on Echo and Google Home… Pizza Hut, Toyota Team Up for Pizza Delivery in Driverless Vehicles… Vox Media Takes a Measured Approach in Growing Its Programmatic Marketplace…
Why CMOs Will Be the Most Important Executives in 2018
To today’s consumer, products and brands are plaited into a single entity. Thus, a company’s “product” now encompasses a consumer’s brand perception, interaction with its products, and affinity for its communities.
‘SMB OS’: Expanding the Local Pie
SMB OS isn’t a new concept, though it’s now emerging and crystallizing in new ways. Advancing it are supporting technologies like cloud computing, mobility and cash-flow friendly SaaS pricing. Much of this trickles down from enterprise world, as it often does.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature