News and Analysis

One Year Later: How Covid Hit Ad Tech and How It’s Recovering

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Covid bludgeoned ad spend, cut budgets, and forced ad tech providers to get crafty to survive. On top of that, 2021 is throwing its own curveballs, especially related to privacy, as Apple and Google downgrade tracking.

Inform Your Multichannel Customer Experience Strategy

The Comment Section Could Be the Next Big Source of Audience Data

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Comments sections can be a source of feedback, wisdom, and community. They can also provide rich, first-party audience data. OpenWeb is betting on the latter.

Contact Center Should Be the Marketing Engine

Expert Roundup: How Will Retail Transform in 2021?

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Retail transformation experts expound on Google and Amazon’s approaches to e-commerce, managing customer relationships, and targeting after cookies.

Commentary

How AI Can Help CPGs Meet Millennial and Gen-Z Expectations

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Last year, almost half of Amazon’s private-label sales were in consumer-packaged goods. Pre-Amazon, legacy CPGs once would’ve been the beneficiary of that demand. CPGs have struggled to evolve with younger consumer preferences. Here’s what I mean, along with ways AI can help them improve.

Use Mobile Coupons to Get Above the Noise this Holiday Season

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Since many retailers use the same strategies and tactics to capture consumer attention during the holidays, rising above the noise happens only for a few. This may be the season to plan smarter, not louder, and the answer may be the use of mobile coupons.

The Rise of the Micro-Influencer and How Brands Can Deploy Them

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Today, many brands are choosing to work with influencers with a significantly smaller follower count: micro-influencers. Read on for tips on how to tap micro-influencers for your next marketing campaign.

Latest Posts

How Amazon’s Whole Foods Buy Could Transform the Retail Ecosystem

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Amazon’s recent $13.7 billion acquisition of Whole Foods Market could signal a new era of experimentation and pushing boundaries in retail as the company continues to redefine content and commerce in the grocery space and elsewhere, according to Gwen Morrison, co-CEO of The Store, WPP’s global retail practice.

Sponsored Post: As Temperatures Soar, So Should Local Marketing

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Summer is here, and it feels like a new beginning. The change in season also means a drastic change in consumer behavior — with temperatures on the rise, so is consumer spending. Vivial has released free new eBook to help SMBs enhance their digital presence based on seasonal trends.

Street Fight Daily: Facebook Video Marketing Woes, Google Stops Reading Email for Ad Targeting

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Video Ads Are All the Rage, But Viewability Rates Are as Low as 20%, Agencies Say… Google Plans to Stop Scanning Users’ Emails for Ad Targeting… Snapchat’s Newest Feature Is Also Its Biggest Privacy Threat…

Openings and New Hires at Placed, Main Street Hub and Apptus

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Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Search Influence, SalesFuel and Buzzboard.

What Happens to Local Data When Physical Stores Close?

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More than 8,600 brick-and-mortar stores are expected to close this year. But long after the doors have been shuttered for the final time, much of the local data for those stores remains online. For national chains, outdated location data can lead to frustrated shoppers and missed opportunities for sales.

Street Fight Daily: Google Bolsters SMB Marketing Tools, Marketers Focus on Social and Video

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Posts Now Live for All My Google Business Users… Marketers Plan to Spend More on Social Video… Some Uber Employees Balk at Travis Kalanick’s Exit…

Instagram Collaboration Is Making Social Media Work for Small Businesses

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“All social media is a funnel,” says Chris Warren, owner of Marjory Warren Boutique in New York City. “You’re trying to get someone to buy something.” Warren connected with other local shops via Townsquared, hyperlocal networking platform for small businesses, and joined a sort of “Instagram collective” with other store owners.

How Using Wearables Data Can Strengthen Brands’ Outreach

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Wearables have the ability to become a conduit to exciting new revenue streams, but it’s up to marketers to take advantage of the data these devices generate, and to create a marketing ecosystem that evolves through contextually-based experiences that matter to the consumer.

Street Fight Daily: Snap Launches Location-Sharing Feature, Walmart Goes After AWS

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat Launches Location-Sharing Feature Snap Map… Walmart to Vendors: Get Off Amazon’s Cloud… Inside Travis Kalanick’s Resignation as Uber’s CEO…

Why Voice Search Is the Future

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Voice presents tremendous opportunities for location marketers to build their businesses, too. Companies such as Domino’s Pizza and Starbucks are tapping into voice to drive commerce, but the best way to capitalize on voice is to let consumers define your approach.