News and Analysis
‘A Buyer’s Market’: Why OOH Is in Demand During the Pandemic
During a time when many other types of advertising have faltered, out-of-home (OOH) advertising is having a moment. Despite a nationwide pandemic, OOH activations are on the rise. Political spending on OOH media is up 75% compared to the same period in 2018, and direct-to-consumer brands are seeing increases in both aided and unaided brand awareness.
What’s driving the push? According to Quan CEO Brian Rappaport, there’s been a distinct change in consumer traffic patterns since the pandemic began. Brands that are capitalizing on those changes are reaching targeted groups of consumers at “firesale” prices.
Local Businesses Face Negative Reviews Due to Coronavirus Safety Requirements
Google has taken several important measures to assist businesses during the pandemic, but none so far can prevent customers angry about coronavirus-related restrictions from lashing out at businesses attempting to follow public health best practices or the letter of the local law. “The review space has never been harder than right now,” wrote GatherUp co-founder and reputation management expert Mike Blumenthal.
But there are also possible strategies for survival.
With Walmart+, Retailer Combines Digital Subscription Service and Physical Stores
Regardless of which retailer comes out on top, there’s no doubt that many will see Walmart’s decision to launch a digital-first membership program as a turning point in brick-and-mortar retail and a concession on Walmart’s part that e-commerce is the way of the future, displacing rather than complementing old-school retail.
Marcel Hollerbach contends that Walmart’s decision to launch a membership program points to just how well positioned retailers with physical locations are in the current climate, with the ability to quickly facilitate things like in-store returns and same-day deliveries of items that take much longer to ship by mail.
Commentary
Taking Control of the Control Group: How to Collect Reliable Data
Only when marketers account for the totality of their consumer data and account for it in an integrated way will the data actually offer visibility and control.
Turmoil in Local TV, But Brands Still Like It and New Tech Gains Momentum
TV remains a popular and effective local marketing tactic for multi-location brands, and there are signs that technologies for more precise targeting, media planning, and buying are finally reaching critical mass.
Will AMP Become a Web Standard for the World of Commerce?
“If Google succeeds at improving AMP with Wordpress and AMP for HTML, it will still be two to three years before SMB adoption has significant impact given how slowly the SMB moves on this front,” Mike Blumenthal tells David Mihm in their biweekly column.
Latest Posts
Street Fight Daily: Google Beefs Up Data on Foot Traffic, Consumers Plan Holiday Shopping Online
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Adds Store Visits Data to AdWords Distance and Location Reports… Consumers Turn to the Web to Plan Out Black Friday Shopping… Brick-and-Mortar Retailers Can Take Back the Holiday Momentum…
Study Points to Opportunities to Help Big Marketers and their Affiliates
Brandmuscle’s analysis of its own customer base shows that co-op support is not aligned with digital and social media marketing. Nearly 60% of them manage their marketing themselves, though their digital efforts are more effective if they outsource management to agencies or vendors.
Will the New Political Landscape Reinvigorate Local News?
My look at some local coverage of the election offers encouraging clues to how good journalism can have a positive impact on the business models for local news. It also implies that the coming Trump era is very likely to accelerate the industry’s transformation.
LBMA Podcast: DineHero, Walkbase, and UrbanAirship
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: HIA Qatar, Kellogg’s, GeoSlam + BlackDog Robotics, PlaceIQ + Nielsen Catalina, Twitter and Intel Drones. Guest: Christiana DiMattesa — Under Armour Resource: Proxbook Report.
Street Fight Daily: Lyft and Uber Deploy Targeted Ads in Cars, Marketers Eager as Spectacles Hit NYC
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft and Uber Deploy Targeted Advertising on Screens in Back Seats of Rideshare Cars… As Snapchat Spectacles Hit East Coast in NYC, Marketers Like What They See… How Frequently Do Millenials Transact Via Mobile?…
Openings and New Hires at Belly, Criteo, Endurance, TruMeasure
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 SpotHero, Acquisio, Walkbase, eZanga.
Raise Report: New Funding for xAd, Glint, Periscope Data
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Womply, Musement, TrendKite, and Job Today.
Street Fight Daily: Uber Uses Ride Data for Restaurant Recommendations, AirBnB Launches ‘Trips’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Uses Ride Data to Compile Guide on Local Restaurants… AirBnB Is Transforming Itself from a Rental Company Into a Travel Agency… World’s Leading QSR Uses Tech to Revolutionize Service…
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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