News and Analysis
Report: Holiday Shoppers Prioritize Speed in Retail Experience
Among the survey’s most surprising findings is how quickly shoppers are willing to abandon their favorite retailers when those stores don’t have the items they want. Aptos found that 47% of shoppers will start looking elsewhere if their favorite retailer runs out of an item they’re looking for during the so-called Golden Quarter. Additionally, Aptos found that more than half of consumers (60%) say they will abandon their baskets if they find their items for cheaper elsewhere.
How 5 Brands Are Marketing with Smart Home Technology
Because marketing through the connected home is still in its infancy, most brands are in the experimental phase. Even though there are plenty of opportunities for connecting with consumers through smart appliances and devices, brands have to be careful in their approach to avoid overstepping boundaries or coming off as “creepy.” Regardless, the sheer volume of connected products hitting the market ensures that brands have an unprecedented number of new avenues to reach people inside their own homes.
Here are five innovative connected home marketing strategies being pioneered by brands and retail marketers.
Jeff Glueck Passes the Torch as David Shim Steps up to Foursquare CEO
Shim now faces the challenge of steering a fast-growing tech business through uncertain times for data-driven companies. While location tech is a lucrative business that provides crucial insights for brick-and-mortar companies and has yet to hit peak productivity, the industry is also facing concerns of an unprecedented scale about how much it knows about the people who power its insights.
Commentary
Google Elevates Local Marketing to Prime Time
Many industry watchers and practitioners correctly perceived the GMB API as a sign of how important it is for businesses to manage their location data properly. But the progression of the API represents something even bigger: empowering businesses to elevate and measure the value of local search marketing.
Cultural Shifts Underlines Google’s Local Enterprise Play
“Google at one time talked about a suite of GMB products called the Business Builder but it got left on the cutting room floor of the forced march to Google Plus and the subsequent ugly separation,” Mike Blumenthal tells David Mihm. “It’s refreshing to see a similar strategy finally coming to fruition. I think we are seeing them being slowly tied together.”
Latest Posts
New Data Shows National Marketers Want to Place Dollars in Local Media
National marketers care an awful lot about local media, and they put stock in some of the traditional channels such as radio and print, but they’re shifting dollars and interest toward digital innovations. Local media have a big opportunity to leverage their local context and relationships, and lead national marketers into digital waters. In other words, they can take the dollars for local media, plus capture the continued expansion of budget for online initiatives…
Street Fight Daily: Lyft Seeks a Buyer Without Success, Google Expands Local Business Cards
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft is Said to Be Seeking a Buyer, Without Success… Google Local Business Cards or Posts About to Roll Out to Thousands of SMBs… How the Wall Street Journal Plans to Reach 3 Million Subscribers…
Case Study: Harley-Davidson Dealers Push to Grow Mobile Database
When marketers discuss the effectiveness of email and SMS campaigns, the size of a company’s customer database can play just as significant a role in the success or failure of a given campaign. That was one of the challenges faced by Calculated Risk Motorcycle Group, a management company for six Harley-Davidson dealerships.
Give Placed Your Location, and the Company Will Give You Frequent Flyer Miles
Location analytics firm Placed today is launching a new app that allows consumers to share their location data in exchange for frequent flyer miles. The Frequent Flyer app, with its explicit value exchange for consumers, has the potential to show how effective mobile ads can be in driving in-store purchases.
LBMA Podcast: Jack Daniels + Facebook, Bloom for Publishers, Mastercard + PlaceIQ
Welcome to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Dixons Carphone, ZoneTap, LinkNYC, Brightsign + MoodMedia for Costa Coffee, Swirl + Oracle Marketing Cloud, Comqi + Panasonic.
John Oliver Delivers a Valentine (And a Warning) to Newspapers — But Will They Listen?
John Oliver’s tribute to newspapers on HBO’s “Last Week Tonight” highlighted the challenges for the country’s dailies, as well as the dangers of making online news all about clickbait. To combat this dismal future, publishers should focus on making their sites as engaging as possible, which could ultimately help sell digital subscriptions.
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Streets Ahead: Google Chat, and Instagram Reels