News and Analysis
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.
6 Privacy Tools for CCPA Compliance
With the clock ticking on full enforcement of CCPA, businesses are looking at how they can get into compliance—and fast. Technology vendors have been quick to step in and fill that void, launching integrated privacy management platforms with CCPA and the European Union’s GDPR in mind. Most of these platforms can be configured to specific privacy regulations, helping businesses automate their data collection practices and regularly performing risk assessments to determine whether they’re handling personal data correctly.
Here are six examples of tools that companies can use to ensure CCPA compliance.
Commentary
Why Premium Media Is the Gold Standard for Brand Marketers
There are media companies and then there are the media companies that deserve brands’ business — the ones that represent a positive baseline. High-quality premium publishers and advertisers know what high-quality environments look like. Consumers know it, too.
Enterprise Local Marketers Treat AI Hype as Means to an End
Our research suggests that big brands and retailers don’t have AI high on their list of local marketing priorities. But it appears that if brands are very email- and direct mail-focused, and that’s where they’re thinking of applying AI.
Can Yelp Extend Its Moment in the Sun?
“[Yelp has] not been very innovative in approaching the many needs of the SMB markets,” Mike Blumenthal writes to David Mihm. “It would seem that there could be (or should have been?) a raft of functionality that they could provide from appointments to customer follow-up that would be a natural fit.”
Latest Posts
Street Fight Kicks Off 2nd Annual Local Visionary Awards
Have you got the goods to take home a belt? For five-plus years, we have tracked the evolution of local, from the trendy daily deals then to the trendy chatbots today. Local is continuously inventing and innovating, and for the second year in a row, we’re honoring the best of these developments with our Local Visionary Awards.
Case Study: Coffeehouse Chain Adds Convenience With On-Demand Delivery
In addition to increasing sales with added take-out and mobile ordering options, supervisor William Lee is also hoping that on-demand delivery will help to organically bolster Tom N Toms’s presence on social media and mobile channels.
Street Fight Daily: News Sharing Remains Low-Tech, DoorDash CEO’s Crowded Sector
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pew: Most News Sharing Remains Low-Tech, Offline… DoorDash CEO: Food Delivery Winner Will Be Best Service, Not Biggest Brand… The Athletic Brings Subscription-Based Local Sports Coverage to a City Near You…
Street Culture: Seattle Food Startup Delivers Culture to Chef Partners
When building trust and loyalty with both customers and employees, the company mission is a backbone often referred back to for consistency and clarity. Food ordering/delivery startups Lish’s three company values are the focus on the customer, quality, and variety, says CEO Aakhil Fardeen.
Lessons for Mobile Marketers From Meeker’s 2016 Internet Trends Report
The report focuses on several trends that should be of interest to retail marketers and their mobile marketing strategies. For starters, there is less differentiation between products, brands, and retailers. These days, products evolve into brands, brands become retailers, and retailers become products.
LBMA Podcast: Twitter/Foursquare, Amazon Dash, Verve/Roximity
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: Pinterest, Danone + INRIX, KWIK, Dolce & Gabana, Rover, KFC India, Gimbal + Health Media Network, xAd + Comscore.
Street Fight Daily: Lyft Launches Luxury Service, Localytics Integrates with Oracle
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft Launches Premier, Poaches Uber Employees to Get It Running… Localytics Integrates with Oracle for Omnichannel Marketing… Uber Raises $1.15 Billion From First Leveraged Loan…
Life After Patch: Finding Success in Community Publishing as a One-Person Operation
Two years ago, Aol’s sale of Patch to Hale Global prompted a number of the company’s former editors to found their own independent sites. Michael Dinan, who had held major Patch posts in suburban Connecticut, was one of them. In this Q & A, we see how he and NewCanaanite.com are faring.
5 Steps to Identifying the Channel Partners That Will Grow Your Business
It’s no surprise they call the golden rule of channel sales the 90/10 rule where 90% of the sales are going to come from 10% of your partners. The best approach to this problem is to come up with frameworks you can use to focus on those most likely to end up in the winner bucket.
Street Fight Daily: Gannett Acquires Jersey Papers, Walmart Responds to Apple Pay
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett Buys the Bergen Record and Other New Jersey Papers… Walmart’s Answer to Apple Pay is Now Available in All Walmart Stores… Used-Car Mobile Marketplace, Shift, Launches…
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature