News and Analysis
GroundTruth Uses Location Data to Reach ‘Pick-Up Loyalists’
GroundTruth has mapped more than 2,900 Walmart Online Grocery Pick-Up zones within Walmart parking lots, which means brands using GroundTruth’s technology can now build accurate custom audience segments comprised of these specific shoppers.
Expanding on that concept, brands should be able to send different mobile marketing pitches to consumers who are picking up groceries via Walmart+’s curbside program and consumers who are getting out of their cars and shopping in-store. GroundTruth’s technology turns location data on Walmart+ shoppers into useful consumer insights for brands.
Power of Influencers May Be Growing amid Pandemic
As many as 21% of consumers have made their first-ever influencer-driven purchase since the Covid-19 outbreak struck the US, according to new research by martech firm Valassis.
The firm speculates that this apparent increase in the power of influencers may be related to a boost in social media usage among consumers stuck at home.
Holiday Sales Are Starting Earlier Than Ever. Here’s Why
“Retailers are responding to social distancing guidelines [this] year and preparing for potential decreases in spending by kicking off promotions earlier than we’ve ever seen,” says Dosh CEO Ryan Wuerch.
Wuerch says Covid-19 safety protocols require a more elongated approach to holiday marketing. Kohl’s, L Brands, and Macy’s have all referenced pulling forward holiday promotions, and Amazon’s Prime Day later this month seems perfectly timed to pull in early holiday shoppers.
Commentary
As Local Search Enters the Voice Era, Three Content Channels Dominate
You’re well covered today on the three top voice platforms if you have strong listings on Google, Apple, and Yelp. If you want to do even more, make sure your Bing listings are up to date for Cortana (note that Yelp reviews show up here as well), and submit your listing info to Here and Foursquare in order to be found in Samsung’s Bixby interface.
Latest Posts
Street Fight Daily: Uber Opens Up On Finances, Walmart In Talks to Buy Bonobos
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber, Lifting Financial Veil, Says Sales Growth is Outpacing Losses… Walmart is in Advanced Talks to Acquire Online Men’s Retailer Bonobos… From ‘Zombie Malls’ to Bonobos: America’s Retail Transformation…
Street Fight Daily: Google Uses Image Search for Retail, Instagram’s Snap Clone Surpasses Snap in Users
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google is Trying to Turn Image Search into a Shopping Tool… Instagram’s Snapchat Clone is Now More Popular than Snapchat… The Weather Company Opens Its Data Trove to Marketers on Outside Platforms…
Yext Shares Up Sharply in Initial Day of Trading, Portending Well for Local
Yext’s shares jumped nearly 22% in the company’s initial day of trading, with the price rising as high as $14.25 per share before settling to $13.41 at close. The strong opening was a hopeful message from Wall Street for the local marketing industry, which has been looking to Yext’s IPO as a bellwether.
Are We on the Brink of a Retail Revolution?
Revolutions often happen over short periods of time and leave death and carnage in their wake. What we are experiencing today in retail is more of an evolution — a sort of “survival of the fittest” as both local and big brand retailers either embrace shifting consumer shopping patterns or face extinction.
Street Fight Daily: Yext Set to Raise $115.5M in Today’s IPO, Snap Offers Brick-and-Mortar Attribution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yext is Set to Raise $115.5 Million in IPO After Final Pricing… Snap Advertisers Can Now See if Their Ads Increase Foot Traffic… Will it Blend? Oath Will Combine Disparate AOL-Yahoo Ad Tech Assets…
Disney’s Deep Dive on Personality Research, and Its Potential Implications for Brand Marketers
A division of The Walt Disney Company has been working on a method to better target marketing by learning more about consumers’ personalities. Research scientist Maarten Bos spoke to us about how consumer personality can be understood and how the information can be used to tailor ads more precisely.
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