News and Analysis
Connecting the Dots on Google’s Visual Road Map
Google continues to double down on visual search and navigation. Its latest move came last week with updates to its Live View visual navigation to help users identify and qualify local businesses. This follows soon after its Earth Cloud Anchors that will let users create digital content on physical places.
Both developments tell us something about what may well be the future of local search: augmented reality-enhanced visuals.
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.
Commentary
Does Google Really Need a Social Network to Succeed at Local?
“The driving vision of Google’s entire local arc is to be able to give a single eyes-free answer to any query with local intent. Social features like reviews, Guides, business owner data, and Q&A are just the means to that end,” writes David Mihm in his biweekly column with Mike Blumenthal.
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Street Fight Daily: Starbucks to Test Mobile Order-Only Store, Amazon and Walmart Wage Price War
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Starbucks to Test Mobile Order and Pay-Only Store at Headquarters… Amazon and Walmart Are in an All-Out Price War that Is Terrifying Big Brands… How The New York Times, The Huffington Post, and CNN Approach Platforms…
DoorDash Expands Jack in the Box Partnership, Continues Growth in Competitive Sector
Just four months after announcing that it would be launching a pilot program with Jack in the Box and delivering late-night orders to customers in San Francisco, DoorDash is expanding the partnership and will offer deliveries from more than 830 locations across 229 cities throughout the U.S.
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands