News and Analysis
Why More Brands Are Asking for Local Search Data
Google search ad traffic has dropped across all devices, with mobile taking the biggest hit. Mobile traffic has been down an average of 24% since the pandemic began in February. Brands have been adjusting their digital strategies to account for the shift, including changing up their search ads with enhanced location targeting and more relevant keywords.
But achieving that high level of optimization requires a type of local search data that isn’t easily accessible through Google alone. That’s created a hole in the marketplace that the intelligence platform Adthena is looking to fill.
Retail Embraces Omnichannel for the Holidays
Rather than focusing on one platform or tool, retail brands are embracing everything necessary to engage with customers across multiple touchpoints. That could have a major impact on the way shoppers interact with their favorite brands in the coming weeks, and depending on the results, it could lead to changes in the way retail marketing is handled in 2021.
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Google’s Next Local Conquest: Visual Search
Indoor mapping continues to be one of those “holy grail” topics in local. It picks up where GPS drops off, tracking consumers all the way to the cash register. The latest move comes from Google, with an approach that could leapfrog beacons by using the positioning capability already in your phone (or soon will be).
How Legacy Retailers Are Infusing Tech Into Brick-and-Mortar
Many brick-and-mortar retailers are finding more ways to integrate in-store experiences and ecommerce into their offerings — both to offset brick-and-mortar declines and to drive more foot traffic into their stores. It is a redefinition of a retail revolution that still has fighting power for the old retail guard.
Through This Ourglass, Watching TV in Public Is More Fun
“Making TV smarter” has been the mantra for many a failed startup over the years. I won’t tell the sad tale of AOL TV, which I helped build content for. That said, Ourglass is approaching things a little differently: targeting TV out-of-home and looking to make public experiences with the tube more fun and useful.
Street Fight Daily: Uber Fires Self-Driving Car Architect, Google Tests Personalized Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Fires Former Google Engineer at Heart of Self-Driving Dispute… Google Tests Personalized Search, Likely a Future Ad Targeting Weapon… How to Differentiate Among the Many Marketing Automation Companies…
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Streets Ahead: Google Chat, and Instagram Reels