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
With Rover, David Arkin Takes a Mobile-First, Enjoyable Approach to Local News
American Hometown Publishing details how the company’s brand-new publication Rover—launched two weeks ago in suburban Nashville—aims to present news to its readers as an “enjoyable experience.”
Google Maps Is Becoming More Personal and Useful, and Businesses Can Reap the Benefits
In recent months, Google has launched a number of changes to Maps. Users will win with the more personalized and intuitive future of the app. Businesses will win, too—so long as you manage your location data, content, and reputation.
LBMA Podcast: Thinknear, Facebook & Nike, Groupon Buys Vouchercloud
On this week’s edition of the Location-Based Marketing Association podcast: Thinknear, Facebook + Nike, Groupon buys Vouchercloud, Clear Channel launches RADARView, Oscar Meyer’s Bacoin, Coca-Cola teams up with Cargo.
Latest Posts
Google Maps Holiday Controversy Reflects Deeper Issues in Local Search
In cases where community values are not unanimous, public companies are faced with an ethical question, and their answers can help to shape perceptions among users. For many, the removal of a Confederate holidays from Google Maps signals that it is truly a thing of the past.
Street Fight Daily: Social Platforms Bring Pubs Limited Cash, GM Enables In-Car Data with New SDK
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Deals with Facebook and Snapchat Are Popular, But They’re Not Big Money-Makers… GM’s New SDK for In-Car Infotainment Apps Offers Access to Nearly 400 Data Points… For Retail, the Next Big Tech-Driven Shakeup is Organizational…
Why Developing a ‘Near Me’ Strategy Has Become Critical for Local Marketers
Mobile is no longer just an important or necessary element of a marketing strategy — it’s vital for the livelihood and existence of a brand. And it has led to a critical shift in shopper behavior that brand marketers are rushing to understand and adapt their digital marketing strategies to.
Street Fight Daily: Mobile Ad Spend Could Double by 2021, Snap Courts Big Advertisers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… U.S. Mobile Ad Spend Will More Than Double by 2021… Snapchat Is In Talks for Big Ad Deals Ahead of IPO… Big Data Adoption is Slow, But Benefits Are Beginning to Show…
Why 2017 Will Be the Year of the ‘Micro Moment’
A micro moment is the point at which a consumer searches for nearby information, for things to do, buy, or learn in real-time. Essentially, it’s a description of a new consumer mindset: one that has switched from regularity to spontaneity in shopping and learning habits, due to ubiquity of smartphones.
Case Study: Restaurant Group Uses Spend Data to Analyze Customer Base
For Good Food Guys, a restaurant group that owns and operates fast casual restaurant concepts in the Bay Area and Los Angeles, digital marketing platforms helped bring in customers over the holiday season who were already out doing their shopping, while also rewarding those who visit most frequently.
Street Fight Daily: Voice Assistant Sales to Skyrocket, Alibaba Local Commerce App Raises $1.1 Billion
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… 25 Million More Voice Assistants Coming This Year; Google, Amazon Dominate… Alibaba’s Local Commerce Platform, Koubei, Raises $1.1 Billion… Crate and Barrel COO Talks Bucking Brick-and-Mortar Trends…
5 Influencer Marketing Platforms for SMBs
Without million dollar marketing budgets, many small businesses are unsure of how to launch their own influencer campaigns. Here are five examples of influencer marketing platforms that these small and mid-size businesses can try.
Local Media Consortium Signing 6 Revenue Partners, Adding More TV Stations
The organization is making major strategic changes – and more are on the way — as it seeks to strengthen the revenue power of its members, who represent a big chunk of the embattled digital local news industry.
Street Fight Daily: Google Builds Cloud-Based Measurement Service, Uber Nabs Google Search Exec
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google is Building a Cloud-Based Measurement Service for Advertisers… Uber Hires Google’s Former Head of Search, Stoking a Rivalry… Retailers Turn to Silicon Valley to Lure Customers…
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