News and Analysis
PUMA Goes Big with OOH Ad Campaign
With consumers today asking for more authentic, personalized experiences, the German apparel manufacturer PUMA recently launched an outdoor campaign that involved audience targeting, programmatic capabilities, and situationally aware screens with hologram technology. PUMA worked with Havas Media and the outdoor ad platform Firefly to design a weekend-long campaign during the 2020 NBA All-Star Weekend in Chicago. Together, the companies outfitted smart media displays with hologram projectors to display 360-degree images of PUMA’s newest sneaker on the roofs of parked cars in front of multiple Chicago landmarks.
Street Fight’s March Theme: Word of Mouth
One of the oldest and still most influential drivers of local commerce is word of mouth. Though that’s sustained at a high level, the delivery vessel for local chatter has evolved. Social channels like Facebook and Yelp now shape the reputations of brick-and-mortar businesses, not to mention the kingmaker authority of Google.
This month, we will delve into the latest trends and insights driving reputation management, taking Word of Mouth as our theme.
Consumers Split on Personalized Ads
In the year of the California Consumer Privacy Act, the data privacy movement is ascendant, and marketers are likely more aware of consumer concerns about tracking than ever before. But a fresh survey of 993 Internet users from audience intelligence firm DISQO suggests that marketers will need to continue navigating the trade-off between providing consumers the only type of ads they widely welcome — personalized ones matched to their interests — and transparently requesting consent for the kinds of tracking that make personalized ads possible.
Commentary
Is the Camera the ‘New Search Box’ for Local Discovery?
Though still nascent, visual search builds on a few key trends. Smartphones have increasingly powerful optics; AI and machine learning support computer vision to identify items; and there’s behavioral alignment with millennials who use the smartphone camera as a communication tool.
What Happens If Facebook Gets Serious About Local?
What Google is to search, Facebook is to social. Those same local business owners know that, when it comes to social marketing, a good portion of their success depends on what they and their customers do on Facebook. So if Facebook gets serious about local, could that change the local landscape? What would it look like?
4 Ways to Track Traditional Local Media Using Digital
Digital and traditional media can work together. Traditional efforts often drive users to search engines, websites and social media platforms. If you own the SERP for your brand, you’ll be able to control what the user sees as they respond to your traditional media campaigns.
Latest Posts
Raise Report: Fresh Funding for Townsquared, Yieldbot, Drizly
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes recent rounds for Carvana, SiteZeus, Spot.IM, and Insert.
LBMA Podcast: Snapchat + Yext, Gimbal’s Experiences, Unacast’s Thomas Walle Jensen
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: GoGoGrandparent, Pets At Home + GrandVisual, Macy’s + IBM’s Watson, Mentos + Posterscope, Apple iOS10, Sephora, Tinder, and Flirtey + 7Eleven.
Street Fight Daily: Brands Using Apps to Drive Revenue, Facebook Tweaks News Feed (Again)
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Three Brands Use Apps to Drive Loyalty and Revenue… Facebook Tweaks News Feed to Favor ‘Personally Informative’ Stories… How AMP Will Affect the Wider Web…
How DMN’s Speakeasy Became a Major Revenue Driver in the Digital Transition
The newspaper’s in-house digital agency has grown to 70 client businesses that provide a significant share of the estimated $40 million of annual revenue that doesn’t originate within the walls of the DMN. The division has become the centerpiece of the company’s work to to re-establish a revenue growth model.
6 Ways Brands Can Automate Updates on Local Facebook Pages
For a brand with 10, 100, or even 1,000 locations, having to create and manually update local Facebook pages can be daunting, but a number of hyperlocal vendors have stepped in with solutions to streamline the process. Here are six examples of platforms that multi-location businesses can use to automate their updates across local Facebook pages.
Street Fight Daily: Restaurants Eager for New Tech, P&G’s Facebook Experiment
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Yelp Plans to Consolidate Mobile Gains and Reach $1B in Revenue… Restaurants Would Implement Predictive Ordering, Drones if Available… Why P&G Decided Facebook Ad Targeting Often Isn’t Worth the Money…
What Local Consumers Really Want From a Loyalty Program
To dig into what consumers expect in the loyalty programs they use most frequency today, we checked in with executives at a few of the most well-known loyalty platforms. Here’s what they said consumers are looking for in loyalty programs right now.
How Local Businesses Can Survive and Thrive in the Age of RankBrain
A great site with proper titles, tags and meta descriptions alongside good and relevant ad copy, and an intelligent approach to drive the maximum number of relevant clicks, is the best defense for the local business against the self-awareness of the RankBrain machine.
Street Fight Daily: Amazon’s Drone Program, Location and Mobile Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Future of Retail Delivery: Amazon’s Drone Program… Mobile Programmatic Ad Growth Propelled By Geotargeting… Facebook Combats Ad Blocking By Giving Users Control Over What They See…
Moz Targets Duplicate Listings With Revamped Dashboard for Businesses
Multiple business listings can be a serious problem, according to Moz Local’s GM Dudley Carr: “When a business is not where it’s supposed to be or the phone isn’t answered, it has significant brand impact for the business. And typically the customer will blame the brand, and not Google or Bing or Apple for the information.”
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature