News and Analysis
6 Customer Data Platforms for Brands
Customer data platforms dominated the conversation at the MarTech Conference in California earlier this month, as marketers shared how they’ve been able to pull data from multiple sources, combine that data into single customer profiles, and then make that data available to other marketing systems.
With so much hype surrounding customer data platforms right now, we decided to dig into the market and learn about some of the hottest players in the space. Here’s what we found.
Voice-Readiness Study Indicates Vast Majority of Businesses Fail Basic Listings Test
It only takes listing correct and comprehensive information on Google, Yelp, and Bing for a brand or small business to earn 90% on location management solution Uberall’s voice search readiness test. Yet only 4% of the businesses in the company’s latest study, which examined the voice preparedness of 75,000 listings, had correct info on all three of those major directories.
Government Regulation Is Marketers’ Most Common Concern About Data-Driven Initiatives
Changing political headwinds and increased media attention on data collection and privacy are apparently rattling marketers, who named government regulation as an obstacle to data-driven campaigns more than any other single factor. That’s per a survey of U.S. marketers by Winterberry Group and the Interactive Advertising Bureau, eMarketer reported.
Commentary
Omnichannel Personalization: Striving to Increase Average Basket Size
Consumer goods and retail companies are using omnichannel personalization to engage consumers, and offer them the convenience to browse and buy products however and wherever they choose. With data analytics, retailers can engage in automated omnichannel personalization to deliver marketing that aligns with a customer’s specific behaviors.
Survey of Mobile Marketers Highlights Growing Focus on Location Data, Social Media
A new industry-sponsored study of mobile advertisers and agencies offers guidance for hyperlocal marketing providers. Big brands and their agencies are increasing their mobile marketing efforts, with a keen focus on location data and social media integration. The Mobile Marketing Association recently released a report sketching out the key findings from a survey it conducted this […]
State of Hyperlocal Report: What’s Hot in Local Marketing and Commerce
social media, data and analytics, and mobile—especially geotargeting—are the hot technology investments for marketing and commerce. The investment in data and analytics is in part driven by the biggest overall industry challenge, online-to-offline attribution measurement, and one of the most difficult issues facing individual companies, proving ROI to customers.
Latest Posts
Street Fight Daily: Google’s Accelerated Mobile Pages Arriving This Month, eBay’s Turnaround Plan
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… With Accelerated Mobile Pages Coming This Month, Google Aims to Reinvent the Mobile Web (AdAge)… How eBay Plans to Take On Amazon (Fortune)… Verve Opens Self-Serve Location Targeting Platform Aimed at SMBs (GeoMarketing)…
Case Study: Burger Chain Grows Facebook Reach By Prioritizing Local Pages
In the past 18 months, the ratio of spending between print and digital marketing campaigns has flipped at Hwy 55. Today, the company’s digital spend is more than 20% higher than print. The company has chosen to focus its efforts on platforms that can be used to reach consumers at the hyperlocal level.
Street Fight Daily: Gannett Met with Amazon to Explore Delivery, How Facebook Got More SMBs to Buy Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett Explores Parcel-Delivery Business (Wall Street Journal)… Sheryl Sandberg Explains How Facebook Got More Small Businesses to Buy Ads (Business Insider)… Why Yahoo Couldn’t Adapt to the Smartphone Era (New Yorker)…
After School, Generation Z, and the Localization of Anonymous Expression
Investors have poured money into anonymous, local chat apps like After School (which connects students at every public and private high school) — but they can be prime venues for online bullying. To get a little more context about this issue, we spoke with After School’s content director Michael Luchies.
Street Fight Daily: AOL’s CEO Reportedly Leading Verizon/Yahoo Talks, Yelp’s Earnings Leak Early
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Verizon Said to Enlist AOL CEO Armstrong to Explore Yahoo Deal (Bloomberg)… Yelp’s Earnings Report Leaks, Reveals CFO Is Stepping Down (Fast Company)… Factual Enables Private Marketplace Deals with InMobi, Rubicon (GeoMarketing)…
How U.K.’s Trinity Mirror Negotiates the Intersection of Journalism and Local Tech
Trinity Mirror, the largest news publishing company in the United Kingdom, launched a hyperlocal mobile ad platform called pinpoint in 2014 that allows brands to send highly targeted campaigns to smartphone users. Street Fight recently caught up with the company’s director of new businesses, Matthew Colebourne, to talk about how business models for local journalism are evolving.
Is Apple Quietly Assembling an SMB Trojan Horse?
Apple is co-promoting Square’s NFC reader for SMBs. and selling the readers in Apple Stores. The $49 reader accepts Apple Pay, which significantly lowers the barrier for SMBs to get in the game. The move should boost Apple Pay, but there also may be much bigger ambitions to lock in market share in new areas.
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