News and Analysis
Recent Ad Fraud Schemes and How to Fight Them
Each year, marketers set out to solve ad fraud, but the systemic struggle is a long-term fight with no instant fix. To that end, I checked in with Paul Roberts, CEO of audience marketplace Kubient, to assess the state of ad fraud and how providers can keep it at bay this year.
Online Customer Service is the New Storefront
The face of retail is fundamentally different today than it was last January. Fewer shoppers entering brick-and-mortar stores and interacting with sales associates in person means retailers have had to rethink how they handle customer service. Retailers are now looking at ways to equip service teams to fill that new void.
Doubling Down on GMB: Local Search in 2021
For marketers who have found ways to use the latest tools and features being offered by Google and other search partners, 2021 is poised to become a period of high growth. With Google’s spate of new local marketing features launched in 2020, and predictions that additional changes are on the horizon in 2021, Adthena VP of Marketing Ashley Fletcher says the role that GMB plays in the larger local search space is expanding.
Commentary
The Enduring Benefits of Mobile Apps for Brands
Thanks to a variety of factors including speed, user experience, personalized messaging, reliable security, and fully customizable content, native apps increase your customers’ connection with your brand, driving more engagement and conversion than a mobile web product ever would.
Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local
Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.
Google’s Path to Becoming the Transaction Layer of the Web
“Google is controlling the entire local experience—discovery, presentation, and transaction—and there’s just nowhere for agencies to add value, or make any money from that value,” David Mihm tells Mike Blumenthal in their biweekly column.
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Openings and New Hires at Weather Company, Mono Solutions, Criteo
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Cint, Samba TV, CWR Digital, Nexstar and Digital Maas.
Street Culture: A Changing Culture of Inclusion and Conversation at Dispatch
“I think it’s important to have marketing leadership from a cultural standpoint,” the company’s VP of marketing, Corey O’Donnell says. “Marketing isn’t just what you tell the world about your business, it’s also what you tell your employees.”
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