News and Analysis
Interactive Maps Help Bring Back Shoppers After Covid Hiatus
As the pandemic has worn on, marketers have begun to ask what’s next. How do you keep open and click-through rates high, even as consumers shift back from e-commerce to in-person shopping? The answer, for many, involves maps.
Just look at Torrid, the women’s retail chain formerly owned by Hot Topic, with more than 600 stores across the U.S., Puerto Rico, and Canada.
Plain Sight Pivots to Help Local Businesses Drive Foot Traffic
Founded by James Chapman and backed by Quicken Loans founder Dan Gilbert, Plain Sight originally started as a way for people to explore professional connections based on location.
With local businesses closing by the thousands, Chapman says he’s envisioning the Plain Sight app as a tool for businesses to promote themselves and increase foot traffic. Businesses can use the platform to develop stronger customer loyalty by engaging with consumers directly. In addition to sharing information about how they are keeping customers safe, restaurants and other businesses can also accept free and paid reservations through the platform.
How Political Campaigns Leverage Location Data in an Era of Virtual Events
Political ad spending is expected to reach record highs this cycle, topping $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63% higher than spending in the 2015/2016 season. Tapping into location data to make that advertising more relevant has taken a bit more creativity than usual.
Commentary
Location Targeting is Nothing Without the Facts to Back it Up
Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.
Latest Posts
Street Fight Daily: Facebook Challenges Slack, Deliveroo Launches Platform for Delivery-Only Kitchens
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Looks to Seize Control of the Workplace with Free Offering, Workplace Standard… Deliveroo Launches Platform for Restaurants to Open Delivery-Only Kitchens… Audience Measurement Struggles to Keep Up with Changing Viewing Behavior…
The Coming Polarization of the SMB Software Market
Strangely, despite the size of the opportunity you don’t find too many SMB companies in most VC portfolios. You see plenty of consumer and enterprise-focused startups, but much fewer on the SMB side. The reason for this is that it’s “hard” for companies serving SMBs to grow at the rate that can deliver “venture” returns.
How Retailers Can Use Social Media for Better Customer Support
A new survey by the marketing agency Rational Interaction found that 92.5% of brands are failing to meet their customers’ social customer care expectations. Here are seven strategies for how brands and retailers can offer better customer support across all the social channels that their customers use.
5 Ways Retailers Are Using Marketing Tech to Support Personalization Efforts
The notion that marketers don’t have access to the types of data they need to improve the relevancy of their marketing efforts is a fallacy. Most retail brands already have everything they need, it’s just a matter of using the data in creative ways to generate more personalized content for consumers.
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