News and Analysis
Why Brands Are Turning to Influencers During Covid-19
Brands are on delicate ground as they look for ways to promote their non-essential products during the pandemic. Stay the course with existing marketing strategies, and it looks like the brand is ignoring a global health crisis. Push too strong with coronavirus-themed ads, and brands run the risk of being seen as capitalizing on the tragedy.
The solution that some brands have come up with is to put the ball in the influencer’s court.
7 Ways Retailers Are Using Mobile Messaging to Connect During the Pandemic
By most measures, it appears that retailers have a tough road ahead of them. While deep investments into ecommerce and steep discounts on existing merchandise are expected, many retailers are exploring other avenues in a bid to connect with customers and offer a sense of assurance during the pandemic. Mobile messaging platforms are being utilized in new and unexpected ways. With open rates close to 100%, texting has become the communication channel of choice during the ongoing pandemic.
Here are seven examples of ways that retailers are using mobile messaging to connect with customers during Covid-19.
Location-Based Search Disrupts Brand-Centric Theory of Marketing
Building a brand will never stop being essential for companies with brick-and-mortar locations hoping to secure the dollars of nearby consumers. But a new report from location marketing firm Uberall suggests the rise of location-based or “near me” search is undermining the power of branding alone, increasing the importance of optimizing for searches in which consumers are simply looking for the closest, most convenient option while on the go.
Commentary
How Publishers Can Survive Facebook Churn: Top Expert Weighs In — Part II
“The smaller scale might be an advantage when it comes to trust,” Grzegorz Piechota told Tom Grubisich. “Local publishers can offer services Facebook will never be able to provide at a global scale such as checking all the facts, verifying all the ads, or providing a 100% guarantee of brand-safe context.”
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LBMA Podcast: DineHero, Walkbase, and UrbanAirship
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5 Ways to Use Social Media to Drive More In-Store Sales This Holiday Season
’Tis the season for brick-and-mortar businesses to figure out their digital marketing strategies for the holidays, if they haven’t already. With holiday sales coming up next week, here are some ways that businesses can use social media marketing to get more foot traffic into their stores.
Is Black Friday’s Importance Waning for Brick-and-Mortar Retailers?
As consumers do more of their holiday shopping online, brick-and-mortar retailers are working harder than ever to capitalize on evolving foot traffic patterns. Data scientists at Foursquare analyzed foot traffic trails from U.S. users to try and predict what next weekend’s sales numbers might look like.
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