News and Analysis
Google’s SameSite Update and the Third-Party Cookie-Free Future
The end of the third-party cookie forces marketers to take earning consumer consent for data collection more seriously, and it will open up new methods of data collection, some directly devised by Google and others by the many companies in its ecosystem. These new methods of data collection will aim to clarify the impact of ads and allow for pertinent advertising (or targeting) with consumers’ more clearly stated consent.
To obtain an insider’s perspective on marketing tech’s reaction to Google’s SameSite update and the industry’s path forward, I got in touch with Brian Silver, president of email marketing firm LiveIntent.
Brandify Launches Covid-19 Updates Page
We are not the only ones helping businesses with online communication at this critical time, and businesses themselves need to know the latest so they can craft flexible and responsive strategies. With that in mind, we’ve decided to publish our tracking sheet on changes to local business marketing channels as a new webpage called “COVID-19 Local Search Updates,” live on our website today. We will keep it up to date, and we hope you’ll find it useful.
E-Commerce Booms While Hospitality, Restaurants Suffer Amid Covid-19 Concerns
Early trends in consumer coronavirus behavior indicate that the already fast-growing e-commerce sector may see an added boost over the next few months as people avoid in-door shopping to practice social distancing during the Covid-19 outbreak.
Media and marketing services firm ENGINE is conducting 1,000-person online surveys of representative samples of US consumers every few days to gauge changes in consumer sentiment and behavior as the quickly accelerating outbreak develops. The firm found that while 31% of consumers said they were increasing their online shopping in surveys conducted March 13-15 and 16-17, 42% said the same March 20-22, a 35% increase.
Commentary
Local Media Consortium Partners With IAS to Fight Web Ad Fraud
To fight the pervasive web fraud crisis, the Local Media Consortium, which represents more than 75 local news media companies with 1,700+ digital publications, is partnering with the global data firm Integral Ad Science (IAS), which each day measures and analyzes the quality of 500 billion media metrics.
Latest Posts
This Holiday Season, Brands Need to Pay Special Attention to Data Details
Many brands are already breaking out holiday decorations, hoping to attract the efficient crowds this early in the season. But glittery ornaments and fake snow only goes so far: 30% of local search users have cited “inaccurate” information as the issue they most frequently experience, and Google’s “near me” searches have increased 34-fold since 2011. Once the Brandify 360° Network completes initial listing corrections, the solution provides additional insights and value, such as pinpointing where online traffic originates from for specific listings and automating details to save time and energy for management.
Reimagining the Mobile Banner: In-App Ad Innovation Spares Brands from Google’s Interstitial Pinch
The future of our work is about designing smarter ways to reach users, so we need to focus on ways to drive engagement, not distraction. And that means finding subtle things that trigger the meaningful interactions. This isn’t 1999; we’re not building banners for last century’s desktop.
So, as January 10 approaches, let’s look at some creative models from the app side of the table
At Hearst Newspapers, a New Digital Strategy to End ‘Flying Blind’
Just how far local newspapers have to go to plant their flag commandingly in the fiercely competitive world of digital is summed up in a revealing story told by Robertson (Rob) Barrett, the new digital chief at Hearst Newspapers, who says that editors just don’t have information about the interests of the people in their market.
Street Fight Daily: Uber Redesigns App to Facilitate Location-Sharing, Yext Launches Developer Platform
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Redesigns App to Streamline Ride Ordering, Facilitate Location-Sharing… Yext Launches a Developer Platform for Its Location Database Technology… Facebook Shares Sink as Company Announces Ad Revenue Growth Likely to Slow…
5 Ways Brands Are Using Wearables to Create Unique Marketing Moments
More than 250 million wearables are predicted to be in use by 2018. This presents an incredible opportunity for marketers looking to reach consumers not just based on their locations, but also based on their activity levels and personal interests. Here are five strategies that brand marketers are using.
Street Fight Daily: Instagram Adds Tags for Shopping, Twitter Boosts Chatbot Game for Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Instagram Tests Product Tagging Feature to See If It Can Drive Purchases… Twitter Offers Brands Customer Service Chatbots to Use in Direct Messages… IBM Acquires Dialogue-Based Shopper Platform…
Street Fight Daily: Postmates Secures Funding Amid Stiff Competition, Gannett Abandons Tronc Bid
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Postmates Navigates Tough Funding Terrain for Delivery as It Competes with Amazon and Uber… Uber Drivers Are More Likely to Cancel on Men with ‘Black-Sounding’ Names.. As The Verge Turns Five, Its Redesign Embodies Distribution Age Dynamics…
How Should SMBs Respond to Complaints on Social Media?
The way a merchant responds to complaints on social media will influence not only the perception of the offended customer, but also the perception of any potential customers who view the interaction online. Here are eight strategies that business owners can use when deciding how best to respond to customer complaints on social media.
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