News and Analysis
6 Ways to Use Martech Tools for Covid Compliance
Different industries are looking to manage the spread in different ways. For retailers, that might mean using artificial intelligence to make sure customers are following social distancing rules inside their stores. It might also mean using location data, beacons, and other mobile technologies to track where consumers are going during shutdowns or monitor employee compliance with local Covid regulations.
It’s worth noting that this is a sector that is evolving at breakneck speed. These are just a few of the ways the martech community is using its technology for Covid compliance right now.
Apple and Snap Signal Local AR Commerce Ambitions
Recent announcements from Snap and Apple at their respective developer conferences point to future connections between AR and local commerce.
Snap’s Local Lenses will let developers create geo-anchored persistent content that Snap users can discover through the camera interface. This will also include the ability for users to leave persistent AR graphics for friends to discover. The use case that Snap has promoted is more about fun and whimsy, including “painting” the world with digital and expressive graffiti. But the development could also include local storefront information.
Moving on to Apple, it similarly continues to show its AR aspirations. The latest is GeoAnchors for ARkit, announced at WWDC. These evoke AR’s location-based potential by letting users plant and discover spatially anchored graphics that are persistent across sessions and users.
During Covid Shutdowns, Brands Target Audiences with High Intent
With consumer behavior changing quickly, and so much about the future in flux, retailers are working harder to get a complete understanding of their shoppers as they go about their journeys between the digital and physical worlds, says Ubimo Co-Founder Ran Ben-Yair. Strategies specifically designed to target high-intent shoppers are moving into the forefront, as large retail brands come to terms with the unprecedented challenges of this new reality.
Commentary
Most Local Merchants Unfazed by Facebook Controversies, Though Some Signs of Trouble
By now, consequences of the negative aura surrounding Facebook’s role in customer info abuse, fake news, and Russian political meddling should have started to take hold. Yet over half of local merchants we polled said they would continue to use Facebook as they had previously, and only one in five said they may use it less.
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