News and Analysis
What Emerging Tech is Driving Localized Brand Marketing?
Running an emerging tech-driven digital agency, Maher is on the front lines of marketing innovation for brand clients like Panera and Bolle. For both of those campaigns, there was a local component, including Panera’s in-store AR integrations and Bolle’s local activations at Dick’s Sporting Goods.
To anticipate the upcoming Street Fight Summit and Maher’s speaking role, we sat down with him for his view on the drivers and dynamics of digital marketing. Here’s our dialogue with Maher on the biggest brand marketing trends and value drivers he’s tracking.
Marketers Weigh the Downstream Effect of Changing Privacy Regulations
Virginia became the latest state to pass digital privacy legislation when Governor Ralph Northam signed the Consumer Data Protection Act (CDPA) earlier this month, but it won’t be the last. The piecemeal approach to privacy standards happening across the United States right now is creating a challenge for marketers who are faced with complicated, and sometimes conflicting, regulations.
AdColony: “There Is No Alternative Tracking”
Marketing tech companies are widely surfacing solutions to fill the data gaps that these privacy-oriented changes will yield. But companies differ on what approach will work best: IDs rooted in mobile devices or email log-ins, for example, or panel data that users consent to share with advertisers. Other companies and thought leaders are even more polemical, declaring that the era of targeting ads based on individual user behavior is coming to an end.
Commentary
Will AR Bring Together the Best of Online and Offline Shopping?
Mike Boland: We know about the advantages of e-commerce. There’s more supply, transparency, cost efficiency, inventory (a.k.a “endless aisle”), and the ability to dynamically search and filter product attributes. AR can engender a sort of hybrid UX that brings these features to store aisles. The losers in the next era of retail will be those who try to fight this experiential innovation.
LBMA Podcast: Amazon’s Search Re-Targeting, Target’s Use of Runerra
Listen to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan & Aubriana Lopez. On the show: Amazon’s search re-targeting, Target using Runerra, Intraposition raises $1.5M, Buick integrates Yelp, Walmart goes with maps and faster checkout, Macy’s invests in VR roll-out.
Latest Posts
Google’s Product Bid for DIY Wallet Share
“Google has been on a tear this past month in the DIY realm,” notes Mike Blumenthal in his bi-monthly conversation with David Mihm. “Three major product rollouts in a 30-day span; Websites, Posts and now SMS messaging. And Google only needs uptake on one of them to get a chance to sell Adwords Express.”
Street Fight Daily: Snap’s Location Partnerships Yield Fruit, Paid Search Outperforms Social
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat’s Foursquare and Factual Partnerships Double Geofilter Usage… Paid Search Advertising Still Outranks Social in Performance… Amazon Might Launch Its Own Messaging App That Would Allow Users to Order Food…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Beyond Likes: Win Hearts with Emotional Marketing