News and Analysis
Brands Turn to Zero-Party Data Amid Privacy Restrictions
Tighter privacy restrictions are leading brand marketers to consider data collection opportunities they may have overlooked in the past, including some zero-party data collection methods that involve partnerships with subscription box companies and legacy media publishers. Unlike first-party data, which involves a company collecting insights about a customer or user, zero-party data is information that the customer or user proactively hands over to the brand.
SMBs Scramble to Capitalize on an Early Amazon Prime Day
Small and mid-size businesses saw record-breaking sales during Amazon’s Prime Day in 2020, with an increase of nearly 60% year-over-year. But with so much of the retail space currently in transition and an early Prime Day on the horizon, SMBs are scrambling to ensure they can take advantage of the corporate holiday this year.
Commentary
How Mobile and OOH Can Defy a Dip in Traffic to Coffee Shops During the Otherwise Hot Winter Season
With AAA reporting that 91% of the 112.5 million people in the US who travel during the holiday season take a road trip during that time span, it’s intuitive to dovetail mobile creative with digital out-of-home creative, targeting all these travelers who are undoubtedly moving about the country … and outside their usual stop-for-coffee routines. Below are some strategies to bear in mind when trying to reel in the customer at year’s end.
Google Posts: Less Visible but Still Valuable
Mihm to Blumenthal: Google has been making a serious effort to get more business owners more engaged with Google My Business over the past 12-18 months. The irony is, though, that deprecating the success business owners can see from easy, compelling offerings like Posts makes them less likely to remain engaged. It’s a little bit of a self-fulfilling prophecy. That said, and despite my initial skepticism about Posts, I have become a long-term believer.
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.
Latest Posts
LiveRamp Advances Data Identity Resolution in a Safe Place
The company’s data store is only two years old, but it hosts more than 100,000 segments with content from 120 data providers. The term “identity resolution” refers to how LiveRamp matches user data points such as ages, genders, locations, incomes, marital statuses, and other information to get a detailed consumer picture.
Street Fight Daily: Uber Loses London License, Facebook Upgrades Mobile Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Loses Its License to Operate in London… Facebook Will Introduce Canvas Templates for Its Collection Ads, Aiming to Boost Brands… Google and Its Partners Will Issue Refunds to Advertisers over Fake Traffic…
Facebook on Local News Partnerships: ‘We’re Just Getting Started’
The “Facebook Journalism Project” was launched recently to meet the “needs” of a news industry concerned about all the free editorial content being made available to the giant distribution platform. In this Q & A, Josh Mabry, manager of Facebook’s local news partnerships, details what FB is doing and plans to do for community news.
Street Fight Daily: Duopoly’s Strength Exceeds Expectations, Pubs Struggle with Apple News
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google and Facebook Tighten Grip on US Digital Ad Market… Publishers Continue to Encounter Problems with Apple New… Alphabet’s Waymo Wants Uber to Pay $2.6 Billion for Single Stolen Trade Secret…
How Showroom Concept Stores Are Changing the Retail Industry
A number of major retailers and startups have been pioneering a local showrooming strategy, divorcing the purchasing of products from the distribution, and focusing more on experiences than in-person sales. Here are six examples of retailers that have been able to navigate this merchandise-free (or light) approach to local retail.
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