News and Analysis
Covid-19 Is Changing Ad Auctions, Creating New Opportunities for Brands
Amidst all the uncertainty surrounding the coronavirus pandemic, savvy marketers are finding new opportunities to reach consumers at discounted rates. According to data compiled by Goodway Group, competition within ad auctions has gone down 13% since early March, and win rates are up 54% during the same time period.
The drop in competition within ad auctions is largely the result of brands pulling back on digital advertising during the outbreak. Most experts agree that dropping out entirely is a mistake, since it gives competitors an opportunity to convert new brand loyalists, but continuing to run existing campaigns without acknowledging the current economic and global health realities can be costly as well.
Email Marketers See Increase in Engagement During Covid-19 Crisis
In the middle of a global health crisis, email marketers are experiencing a renaissance.
According to new data from LiveIntent, email newsletter engagement has grown during the coronavirus pandemic. Newsletters in the health and fitness and “hard news” categories, including those focused on law, government, and politics, have seen a sudden increase in engagement and click-through rates on ads.
Businesses Find Opportunities to Fundraise, Connect Through Local Platforms
Consumers say they want to help the local businesses in their communities, and many are buying gift cards and launching GoFundMe campaigns to help their favorite restaurants, retailers, and brewpubs avoid going out of business. But restaurants and other essential businesses that remain open still need a way to let customers know how they’re selling their products and services, and how they can place orders without showing up in person.
The neighborhood social networking app Nextdoor is one of a number of platforms working on ways to ease that burden. Yelp, Facebook, and Patch are joining the fight.
Commentary
How Brands Can Use Location Intelligence to Target Travelers
As consumers pass through airports, train stations, and bus terminals this holiday season, it’s a good reminder of how brands can use travel hubs as sites to identify, understand, and reach their ideal audiences.
Cloud Summit: Cisco Ramps Up Its SaaS Solutions for SMBs
Giant enterprise tech firms like Cisco are well-equipped to provide SaaS services. But in selling to SMBs they have had to re-think the marketing approaches that have worked with larger customers.
Can Facebook Contend in Local Search?
Facebook has been formidable in a few key areas of local — mostly among SMBs. It has penetrated further in SMB adoption than any other entity to date, and Street Fight data indicates sustained growth. That’s half the battle for Facebook: The other half is gaining equal favor as a local search and discovery engine among users.
Latest Posts
How Old-School Tactics From Emerging Economies Can Inform Local Marketing
There is tremendous insight in old-school marketing tactics about to how to strengthen local digital strategies through offline expertise. Here are a few tips from a few ever-impressive emerging markets.
Street Fight Daily: Mobile Paid Search Rising Fast, Facebook Rolls Out New Ad Measurement Tools
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Smartphones Take Over Paid Search… Facebook is Rolling Out a Handful of New Measurement Tools for Advertisers… Mobile Data Marketplace Creates Direct Path from App to Dollars…
Study: 99% of Location-Based Apps to Implement Indoor Positioning Systems
The survey by IndoorAtlas polled 301 marketing decision makers at mid- to large-size organizations in the healthcare, travel, transport, marketing, and retail sectors. 99% of the respondents said have implemented IPS or have plans to do so within the next two years.
5 Ways Merchants Are Using Instagram Stories to Connect With Consumers
Instagram’s new Stories feature is providing merchants with a new way to generate buzz. Here area few ways that businesses are using it to capture consumer attention and reinvigorate sales.
How Apple’s iOS 10 Enables Location Marketing On-Demand
The company unleashed a slew of features with iOS 10, such as the ability to transcribe phone messages automatically. Three features in particular give businesses a glimpse at how the customer journey continues to increase in velocity.
Street Fight Daily: Facebook Launches Dynamic Ads for Retail, Google Debuts Allo
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Launches ‘Dynamic Ads for Retail’… Google Launches Smart Messaging App, Hoping It Will Gain Traction as Platform… Amazon May Be Tinkering with Its Price-Comparison Pages…
Belly Launches Loyalty Platform for Enterprise Retailers
According to the company, the new product will be considerably more flexible than Belly’s original loyalty rewards program for small businesses, giving retailers with large physical store footprints the opportunity to design more unified experiences across in-store, mobile, and online channels.
Yelp Courts Developers With New Tools for Integration
The program includes tools for developers to build with the Yelp Fusion API and Yelp’s local data, along with additional integrations. An updated developer portal will give developers better access to search more than 50 million local businesses across 32 countries.
Street Fight Daily: Salesforce Brings AI to the CRM Masses, Yelp Courts Developers with New Program
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Salesforce Brings AI to the CRM Masses with New System, Einstein… Marketers Are Getting the Snapchat Targeting Data They Want. Will It Scare Off Users?… Google Trips App Helps Plan Personalized Travel…
How Apple’s Subtle AR Play Could Impact Local: Sights and Sounds
Apple just entered augmented reality, without anyone really noticing. Though the iPhone 7 was met with a collective ‘meh,’ the real impact is below the surface, where the world’s biggest company collides with tech’s biggest opportunity.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem