News and Analysis
How Brands Can Rise, Retain, and Return Stronger Than Ever this Holiday Season
Prior to Covid-19, traditional demographics still directed many brands’ targeting strategies. However, the pandemic has laid bare just how flawed this method can be. We believe that the best measure of what someone will purchase in the future is looking at what they’ve purchased in the past. This holds true even in an uncertain market and is invaluable for retailers as the holidays approach.
Crucial Attribution and Targeting Tools
The lines in the traditional funnel have blurred. Consumers may enter and pursue a non-linear route before making a purchase or moving on. The path from awareness to decision is no longer predictable in an omni-channel environment. A progression that works for one type of consumer may have no relevance for another. These changes necessite another look at attribution models.
Why Creative is Paramount for This Year’s Holiday Ads
When marketers are all using the same platforms and automation tools to bid and compete against each other this holiday season (like with Facebook Automated App Ads and Google App Campaigns), the key differentiator will be ad creative. Preparing an arsenal of high-performing creative will be critical to advertisers in order to keep costs down and be effective this year.
Commentary
Who Will Own Your Augmented Reality?
Questions about AR ownership will be particularly contentious wherever money is changing hands, such as in AR advertising. Courts will face questions such as ownership of digital ad inventory when there are AR overlays on private property (or on other ads). There could be similar gray area in retail & commerce.
Latest Posts
Constructing the Enterprise Priority List for Local Search
“I think some local managers in corporations are getting pushback as to why their local traffic is falling, and if it is why should they maintain local pages? What is hard to explain is that those pages DO feed Google,” Mike Blumenthal tells David Mihm. “But these locations need to be not just well structured, but easily found and crawled by Google, not hidden behind some opaque code.”
Report: Social Media Continues to Be a Top Marketing Tactic for Local Merchants
The fourth edition of Street Fight’s Local Merchant Report shows a continued movement to social media as a preferred marketing tactic among local merchants. They deem it their most effective tactic, so they’re increasing their spending. Analysis of the survey suggests that would-be marketing suppliers can help them integrate social with their own site and email campaigns, as well as assisting them with reputation management and reviews.
Street Fight Rolls Out Analyst Hours with Local Merchant Report
The report—a key franchise for us—has regularly served as a guidepost for vendors seeking to expand their reach into this market. What’s been missing? A way to tie the data directly to a vendor’s business. So for the first time, we’re offering time with the report’s author, Street Fight director of research, David Card, to discuss the report’s findings directly.
Location Data for Brands: ‘Alternative Facts’ No Longer
As the proximity industry grows, it’s important for brands investing in location and proximity to understand the differences between the various data points and technologies on the market. These differentiators can greatly affect how the proximity and location data is applied towards a brand’s marketing goals.
Street Fight Daily: Facebook Will Train Local Journalists, Alphabet Records ‘Stunning’ Earnings
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Will Start Training Local Journalists and Newsrooms… Alphabet Made a Lot of Money on Google Advertising Despite Recent Controversy… Amazon’s Echo Look Could Snoop a Lot More Than Your Clothes…
Comcast Rolling Out a New Local Ad Service
For local businesses looking for advertising, there’ll be a new kid in town to help this summer. Better still, ad buyers will get the help for free. The service, called Stratasphere, is a new offering from Comcast-owned Strata, which already has three decades in the business of connecting ad sellers with ad buyers.
Case Study: Bake Shop Owner Finds Customers in Local Facebook Groups
What does it mean to run a local business without a local storefront? For Melissa Brogan, owner of The Bug & The Bear Bakeshoppe, it means having to use highly-targeted online marketing strategies to let people know she’s open for business, without getting the marketing benefits that come from having signage on the front of a physical storefront.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation