News and Analysis
As Privacy Regulations Shake Out, New Winners Emerge
Not even one month has passed since the implementation of California’s newest data privacy regulations, and some winners and losers are already beginning to emerge. As companies across the country work to comply with this new state law, fundamental shifts are happening and some brands are going back to an older style of data collection and usage.
How this retreat is viewed depends on who you’re talking to. Industry veterans like Dawn Colossi, chief marketing officer at FocusVision, see the return to more traditional forms of data collection as a good thing. Others in the industry have a different view on what returning to older forms of data collection will ultimately mean for technology and marketing firms.
How Viewers Watch the Super Bowl—And Its Ads
Even the Super Bowl does not make for entertaining enough television to get today’s fickle viewers to glue their eyes on the big screen and set cellphones aside. During the game, viewers also text (29%), play mobile games (28%), and browse social media apps (27%), mobile firm AdColony found in a global survey.
The numbers may even seem low; it seems fair to bet more than one in three viewers takes an eye off the game to text a friend. But AdColony manager of strategy and planning Gabriella Stano Aversa said marketers should not treat the multiscreen environment as a dilemma, seeing it rather as an opportunity.
Do Cashierless Stores Present a Privacy Risk to Consumers?
Amazon’s convenience stores rely heavily on location technology to track consumers’ movements inside buildings. Cameras analyze shopping behaviors, strategically placed microphones listen to conversations, and information about consumers’ shopping habits is stored in a central database that Amazon can reference for future operational and strategic planning.
“As cashierless stores take off, more and more personal and payment data will be transmitted through phones and mobiles devices and stored in cloud-based software platforms,” says Ruston Miles, chief strategy officer at Bluefin. “This means that hackers will have more network access to this data through vulnerable providers and merchants.”
Commentary
New Street Fight Report: Benchmarking and Best Practices in Enterprise Local Marketing
The report Enterprise Local Marketers 2017: Benchmarking and Best Practices examines current trends in their local marketing tactics, channels, and operations. By analyzing the survey data and correlating digital marketing effectiveness with spending, tactics, and management, Street Fight has identified key enterprise local marketing best practices.
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Bringing Brands Into the Fold, inMarket Touts Its ‘Three-Sided’ Beacon Network
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Factual’s Rob Jonas: Location Tech Still Has Some Big Problems to Solve
Factual has been working over the past year to build out location data partnerships with a variety of agencies and brands. We recently caught up with Rob Jonas, the company’s SVP of revenue, to talk about where Factual sees local heading and why the location data space isn’t as crowded as general adtech.
7 Ways National Brands Can Localize Email Marketing Campaigns
Going local with an email campaign can be as simple as segmenting lists by city and including the addresses of local stores or as involved as editing the copy to reflect regional purchasing trends and language dialects. The end goal remains the same: to ground the business in the local community and give customers a sense of trust.
After the Brand Battle: The Final Score
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