News and Analysis
Why and How Often Consumers Share Location Data
Location is among the types of data consumers are most likely to weigh disclosing based on the utility of the scenario. Asked about eight different types of data, including marital status, social security number, and physical address, a higher percentage of survey respondents said whether they’ll share location data “depends” on the situation than for any other category. It’s neither an automatic yes or no; companies need to make a case.
Back to Basics: Data Collection in the New Privacy Era
Some widely used marketing methods, like firmographics and psychographics, are coming to a halt as brands are forced to consider whether consumers actually want to receive their messages. In place of those practices, marketers are returning to older forms of data collection to once again create differentiated customer experiences, explains Dawn Colossi, chief marketing officer at the market research technology company FocusVision.
“I think with digital transformation came the notion that brand marketing didn’t matter as much because you could just target your audience,” says Colossi. “But with limitations on targeting and spamming, getting your brand known for things that customers care about—and this comes from understanding how they think and feel—will be crucial for marketers.”
Mobile Marketing Firm Verve Acquired by Germany’s MGI
The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.
Commentary
The Fallacy of Google’s “Micro-Moment” Positioning
“I see the customer journey as the customer journey wherever it leads,” Mike Blumenthal tells David Mihm. “I see Google’s efforts to oversimplify it into discrete points in time as a gross form of reductionism that doesn’t help us understand that journey better. “
Quantifying the Physical World with a Product-Based Approach
By having access to real-world consumer footprints and analytics in real time, businesses have the potential to make decisions on product marketing quicker and more reliably.
The Key to Multi-Channel Success: Understanding the Search and Social Mindset
People behave differently depending on where they are in the digital space. Even the same individual will exhibit drastically different behavior depending on when and where they are online. Understanding the different mindsets of your audience on these channels will help you align them more effectively.
Latest Posts
Raise Report: New Funding for Freshly, BevSpot, Universal Avenue
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes fresh funding for Key Concierge, Homee, CoolaData, and ColorTV.
LBMA Podcast: LG + Volkswagen, Sensewhere + TomTom, July Systems
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: Grab app for airports, 180LA agency, Advia, Luxe app, Post Fruity Pebbles, Google Maps, Wal-Mart, and Coach + JCDecaux.
Street Fight Daily: Snapchat Gets Assist from Yext, What New Instagram Tools Mean for SMBs
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat Geofilter Campaigns May Get a Boost from Yext… What the New Instagram Tools Mean for SMBs… Advertising in Pokémon Go Will Include Sponsored Products, Not Just Locations…
LMC Chief: Local News Pessimists Are Missing the Big Innovations
Is the outlook for local digital news as gloomy as a spate of recent reports indicates? Or are the forecasters looking in the rear-view mirror? We spoke recently with Rusty Coats, executive director of the digitally focused Local Media Consortium, about why the prognosis for local media might not be as bad is it seems.
Why Local Businesses Should Embrace Google’s New Rich Answers
If you’re concerned about attracting customers through SEO content, you likely have mixed feelings about the recent enhancements made by Google to improve user experience. But here are three ways that Rich Answers can actually improve the quality of your web traffic.
Street Fight Daily: Twitter Offers Brands Its Audience API, AirBnB Testing Local Commerce Bots
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Twitter Offers Audience API to All Brands… AirBnB is Working on Bots to Catalyze its Travelers’ Local Spending… Poking Around the Location Data Potential of Pokémon Go…
PlaceIQ Expands Location Data Network, Joining Oracle’s BlueKai Marketplace
The company will make its audience targeting data available to Oracle’s brand and agency customers, allowing them to combine it with other first- and third-party data streams to build custom audiences to increase cross-channel marketing effectiveness.
Gimbal Launches Proximity Data Platform for Mobile App Publishers
While more consumers own smartphones than ever before, they also face an unprecedented number of options when it comes to mobile apps. For app publishers, it can be hard to stand out in the crowd — even if your service is perfect for a a specific kind of user. As a way to help publishers […]
Street Fight Daily: Google Launches Retail Ad Update, Pokémon Go to Host Local Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Courts Retail and Hotel Marketers with New Features… Ads for Specific Locations Are Coming to Pokémon Go… Why Location Isn’t Enough for Mobile Advertising…
6 Ways That Local Merchants Are Using Pokémon Go to Drive Business
With interest in the augmented reality game reaching a fever pitch this week, savvy local merchants and national retailers are using social media and targeted rewards to lure in Pokémon Go players and turn them into paying customers. Here are six examples of ways that merchants are doing that right now.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem