News and Analysis
Putting Context Over Coordinates with New Location Encoding Standard
Context over coordinates. That’s the premise behind a new standard universal location ID called Placekey, which launches publicly today.
By offering a standard for identifying any physical place, the team behind Placekey is betting that advertisers and other data scientists will have an easier time joining disparate datasets and unlocking deeper insights. The platform was developed by SafeGraph, and it’s already been endorsed by heavy-hitters such as Esri, CARTO, Billups, Skyhook, and Nielsen.
How Marketers Should Prepare for an Abnormal Holiday Season
Marketers overuse the word “unique,” but the adjective actually applies to this year’s holiday season. Consumer-facing brands and retailers have not faced such an adverse economic environment for more than a decade, and they have never grappled with a Q4 in which driving customers to their stores came with daily, life-or-death stakes.
I spoke to Michele Marzan, chief strategy officer at MainAd, about these holidays’ unprecedented challenges and unexpected opportunities.
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.
Commentary
As Brands Look Closer, Is Local News the Tortoise and Facebook the Hare?
“An interesting thing is that Facebook has been a leader for so long [that] it’s become oversaturated on the buy side, and prices are going way up. There’s an opportunity for other vendors who can provide similarly granular audience information to seize some of that market share,” says Kitewheel CEO Mark Smith.
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ShopChat Comes Out of Stealth with a Mobile Shopping Keyboard
ShopChat’s newly debuted mobile shopping keyboard works with messaging apps such as Facebook Messenger and Apple iMessage, letting users find and share pictures of products through their smartphones with their friends. Those friends can then give feedback, including emojis, and recommendations about the products.
GoDaddy Launches Simple Way to Scale Up E-Commerce Sites
GoDaddy today is releasing a new Web hosting product that the company says makes it easier for anyone, regardless of their technical proficiency, to run high-traffic, e-commerce sites. It’s also a way for SMBs to gain access to more management and security options for their websites while sticking to a budget.
How Neighborhood Context Solves the Local Data Problem
Neighborhoods play an essential role in people’s daily experiences. People seek out neighborhoods where they feel a sense of shared identity, and neighborhoods shape the kinds of businesses that thrive there. For brands with a global footprint, doing business at the neighborhood level requires them to tailor their offerings and contribute to the community experience, beyond just fulfilling a functional need.
LBMA Report Finds Global Expansion of NFC Tech in 2017
In polling more than 500 marketing executives from around the globe, the study found that the most heavily deployed location-based marketing technology varies significantly from country to country. For example, GPS is the top technology currently deployed in the U.K., while WiFi is the top-deployed technology in the U.S.
Why It’s Too Early to Go All In on Virtual Assistants
As the so-called customer journey takes new twists and turns, tech companies and agencies should help local businesses and brands differentiate themselves via user experience. Catering to virtual assistants might seem to be the path towards that goal. But it’s probably too early to make huge bets on these technologies.
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