News and Analysis
The Future of Amazon as a Service
The concept of Amazon-as-a-service, or AaaS, didn’t begin in 2020. But as the year wore on, and people began relying on e-commerce platforms more than ever before in history, the concept took off. Reaching the first page of Amazon became paramount for brands hoping for digital success, particularly now, during the tumultuous holiday season.
Brands Embrace Live Video to Keep Shoppers Engaged
Live streaming, advertising, and e-commerce are all coming together in a new technology that could change the way brands interact with shoppers online.
“The Covid-19 pandemic has greatly increased the interest in shoppable video tech, on both the brand and consumer side,” says Clicktivated CEO Chris Roebuck.
Commentary
Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy
By defining their organizations’ definition of “accuracy,” allocating marketing resources to external solution providers that can provide unique data sets pulled from mobile phones, and ensuring all data is as up to date as possible via location-based approaches, marketers will begin to see an improvement in the quality and transparency of the data they purchase.
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‘Deep Audience’: Reach, the Location-Rich Media-Mix, and the Whole Marketing Picture
TV and other legacy platforms are evolving to become more precise. These forces reflect brands’ desire to reach the people they’ve identified as most amenable to their products, and they reflect the desire to do so with messaging that is deeply relevant to consumers’ lifestyles and interests.
Borrell: Too Many Local Newspapers Remain Stuck in Their Newsroom ‘Church’
Facebook collected $13.6 billion in local ad spending in the U.S. in 2016, according to the report — more than all local media put together — $12 billion. The report says Facebook, Google and other global pureplays will continue to dominate digital ad revenue that comes from merchants and other businesses at the community level.
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Beyond Likes: Win Hearts with Emotional Marketing