News and Analysis
What Is Person-Based Advertising?
Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.
But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.
Commentary
Omnichannel Optimization: What’s Changing (and What Isn’t) in Post-Screen Search
For brand marketers, addressing the expansion of local search into voice and visual contexts is really a matter of digging in and getting more involved with rich local context that appears to grow more expansive by the day. Google alone has introduced a vast array of opportunities for business to differentiate themselves from the competition, including photos, videos, 360° virtual tours, business descriptions, menus, Posts, reviews, and several other features.
How Brands Will Select Key Partners in 2019: 5 Key Takeaways from Affiliate Summit West
Robert Glazer: This year’s Affiliate Summit West conference took place earlier this month in Las Vegas. And just like every year, performance marketing experts gathered to see some of the potential challenges and opportunities the space is likely to see in 2019. This year’s conference gave them plenty to chew on. There were five topics, in particular, that I found to be most important. Here’s a closer look at them.
LBMA Vidcast: Square Goes Mobile SDK, Gimbal Buys UberMedia
On this week’s Location-Based Marketing Association show: Square goes mobile SDK, Sinclair + Harman + SK Telecom, Gimbal buys UberMedia, AT&T and others to stop selling location data, LocusLabs partners with IndoorAtlas. Special Guests: Herve Utheza (Here Technologies) & Tom Kenney (Verve).
Latest Posts
Attribution and Measurement are Creating a Data Management Arms Race
“When you look at the shifts taking place in the ecosystem, there’s such a focus on data for so many smart reasons from a marketer’s perspective,” says NinthDecimal CEO David Staas. “They really want to be able to better understand their customers, and one of the biggest problems is filling in that blind spot in customer intelligence.”
A New Phase for Street Fight
After seven years of total obsession with the digital and mobile disruption that has taken place in local marketing, I have decided to step down from my position as Street Fight’s CEO. Creating and growing this business has been extremely rewarding, and I write this post as a huge thank you.
The Shift in B2SMB: It’s All About Platforms
Major changes are coming to SMB marketing as the market shifts away from media towards cloud-based services, artificial intelligence, marketing automation and location marketing. This cluster of tech movements represent real opportunities to help SMBs target and engage customers, and become more efficient.
Street Fight Daily: Verizon Offers Rewards for User Data, LinkedIn Sharpens AdTech Strategy
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Verizon Wants to Build an Advertising Juggernaut. It Needs Consumer Data First… LinkedIn Bolsters AdTech Game, Launches Audience Network… WhatsApp Tools and Features for Businesses Are Coming…
6 Mobile Customer Service Platforms for Retailers
Tech vendors are stepping in with mobile solutions designed to expand the ways store associates interact with customers. These solutions allow employees to do everything from checking inventory and processing transactions on smartphones to accessing real-time information about current promotions and customer purchase histories.
Street Fight Daily: Online Brands Go Brick-and-Mortar, Voice-Assistant Arms Race Escalates
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why E-Commerce Brands Are Opening Brick-and-Mortar Stores… Amazon and Apple Escalate Battle of Virtual Assistants… Tech Companies, Led by Amazon, Spend More Than Any Other U.S. Companies on R&D…
GTCR Acquires Majority Stake in Simpli.fi
GTCR, a Chicago-based private equity firm, has acquired a majority stake in Simpli.fi, a programmatic advertising platform that helps brands master local marketing at scale. The Simpli.fi management team, headed up by co-founders Frost Prioleau and Paul Harrison, will remain in charge of the company’s operations.
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