News and Analysis
How to Use Maps for Local Marketing
Techniques for measuring DOOH exposure and mapping to give cross-device measurement more meaning are being utilized by larger brand marketers, but smaller companies are also getting into the game and finding innovative ways to layer maps onto their local strategies.
Here are five ways that marketers can use mapping technology in their local campaigns.
InMarket Buys NinthDecimal as Location Consolidation Persists
The move comes at a time when location marketing competition is heating up as the number of major players in the space winds down. Foursquare is widely recognized as the leader in location, especially after its merger with Factual earlier this year. PlaceIQ acquired Freckle IoT. X-Mode bought Location Sciences’ location data assets.
With the boost of NinthDecimal’s tech, talent, and partnerships, InMarket is better positioned to compete.
KickCOVID.us Crowdsources Business Safety Data
KickCOVID.us is one part business directory, one part safety monitor. The hyperlocal mobile website allows consumers to read and rate the relative safety of businesses based on the precautions they are taking around Covid-19.
Look up Cooper’s Hawk Winery and Restaurant, for example, and you’ll see that social distancing is being enforced and some masks are being worn, but no temperature checks are taking place. At Matchbox, a restaurant in Ashburn, Virginia, most people are wearing masks and no-contact delivery is currently available.
Commentary
Mobile Coupons Are About to Overtake Paper—Here’s How Retailers Can Capitalize on That
When participants in CodeBroker’s 2018 Mobile Coupon Consumer Research Report were asked just how quickly they would likely redeem a coupon they received via text message, 25% said they would use it within three days. That number grew to 60% when they were asked if they would use it within a week.
Why This Select List of Local News Providers Includes Only One Daily Newspaper
A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.
Latest Posts
With Metro D.C. Cool to Community News, One Publisher Pulls Back to Profitable Niches
Local News Now seemed to be on an expansion trajectory earlier in the decade with two sites in Northern Virginia and two in the District of Columbia. But today the company has just two — and while they’re both profitable, founder Scott Brodbeck isn’t thinking of launching more sites anytime soon.
Street Fight Daily: Pinterest Targets SMB Advertisers, Retale Offers Attribution Guarantee
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pinterest Targets Small Business Advertisers in Push to Diversify Revenue… Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory… Snapchat’s Pitch to Small Brands and Businesses: Self-Serve Sponsored Geofilters …
How New Location Data Tools Are Making Attribution a Reality
The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.
Affinity Solutions Launches Tool to Predict Future Purchase Outcomes
Tech firms are working at a feverish pace to crack the code when it comes to predictive marketing, as brands demand more detailed insights into consumers’ future purchasing behaviors. The latest effort into this arena comes from Affinity Solutions, which is launching its Purchase-Driven Marketing Cloud today.
Blis Forecasts Where Consumers Will Be — Then Targets Ads Based on That Prediction
The company is unveiling a new service that it claims can figure out where consumers will likely go — and target mobile ads based on those expectations. Blis Futures uses artificial intelligence to identify patterns about where consumers are likely to spend time, and then focuses brands’ marketing to reach them at optimal moments.
Research Roundup: Comparing Franchisees and Independent Professionals
Comparing some surveys focused at opposite ends of the local small business spectrum — franchise operators and self-employed professionals — it feels like, though the industry is selling these groups the same marketing and commerce technology and services, the two segments are more different than similar.
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Streets Ahead: Google Chat, and Instagram Reels