News and Analysis
Gimbal, NextNav Go Vertical with Next-Generation Location Offering
Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.
Commentary
How to Craft a Successful Content Marketing Strategy
Andrew Witkin: One of the main reasons businesses miss the mark with content marketing is that the goals and execution of effective content marketing are at odds with those of traditional marketing methods. While traditional marketing principles dictate that products and services should be the main focus of any advertising initiative, a successful content marketing strategy views a company’s products and services as secondary or supplemental to providing the audience with information that is useful to them and interesting to read or view.
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Street Fight Daily: Instagram Video Engagement on Steep Rise, Smartphones Drive Web Traffic
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Engagement with Instagram Videos Is Surging… Advertisers, Take Note: Smartphones Are Driving All Web Traffic Growth… Google Changes AdWords Guidelines in Response to Apple’s Intelligent Tracking…
Placed Analysis Uncovers Location Data Biases
According to a new report released by the location-driven insights firm Placed, accuracy has fallen by the wayside in the rapidly expanding location-based advertising industry, which is estimated to reach nearly $30 billion by 2020. Placed’s analysis found that just 1% of locations are accurate enough to identify a store visit.
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Streets Ahead: Google Chat, and Instagram Reels