News and Analysis
This Largely Brick-and-Mortar Industry Is Resisting Digital Disruption
Despite Amazon’s high-profile acquisition of Whole Foods in 2017, grocery is the bastion of brick-and-mortar shopping proving unusually resistant to a takeover by digital channels. At least, that is the vision of consumers, only 15% of whom say they are excited about the technical “revolution” in grocery, according to a new report on the future of retail by Walker Sands.
Startups Adapt to Shifting Privacy Standards
Two steps forward, one step back. That’s what it can feel like to be a technology provider in the location marketing space right now, struggling to strike a balance between the demands of brand marketers and growing concerns over consumer privacy and data regulation.
That push and pull is challenging vendors in the location marketing space. At the same time their firms should be seeing exponential growth, data regulations—including the European Union’s General Data Protection Regulation (GDPR) and California’s forthcoming Consumer Privacy Act (CCPA)—are establishing new rules for innovation.
But some companies are embracing the regulation as a challenge to innovate in its own right.
Vendors Rush to Bring Privacy Verification Solutions to Market
The demand for data privacy is at an all-time high, just as consumer trust in the technology space is at an all-time low. Advertisers are grappling with wasted ad spend and uncertainty over ad verification. The market is in disarray, and technology vendors are hoping they have a solution to the problem.
Just this month, the offline consumer intelligence and measurement company Cuebiq launched a new verification solution for third-party data. The solution gives advertisers verifiable proof of compliance with the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Commentary
Is It Time to Redefine ‘Local’ Marketing?
We’ve reached a pivot point where local market nuances and differences can create definable opportunity. I am not saying that the age of the big box retail or e-commerce portal are over, but if a brand does a better job at leveraging local marketing it can create a competitive advantage and differentiation point.
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5 Online-to-Offline Attribution Tools for Merchants
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