News and Analysis
Urban Airship Rebrands as Airship, Offers Broad Suite of Mobile Customer Engagement Solutions
In a bid to expand its solutions well beyond push notifications, marketing firm Urban Airship is dropping the qualifier Urban from its name and launching a new identity as Airship, a customer engagement company that works with brands to target and coordinate customer interactions across apps, websites, SMS, email, mobile wallets, and other emerging channels.
Destination-Based Marketing Adapts Location-Driven Strategies for Consumers on the Move
Brand marketers have been tailoring content to consumers based on their real-time, physical locations for years. It’s called location-based marketing, and if you’re a regular reader of Street Fight, you’ve probably heard the term quite a bit. But what happens when consumers are on the move, either driving or walking to their actual destinations? How effective is location-based marketing under those conditions?
The team at Waze believes it has created the solution for which marketers are looking, and it’s calling that solution destination-based marketing.
Years After YouTube-Driven Brand Safety Crisis, Consumer Concerns Remain
A whopping 60% of consumers surveyed by mobile ad tech firm AdColony say they still see content on Facebook that is damaging to brands, and 49% say seeing appropriate advertisements in proximity to harmful content negatively affects their perception of proper advertisers. That’s the most provocative finding from a survey that indicates the brand safety issue is far from resolved in the digital advertising ecosystem.
Commentary
Local’s Next Hurdle: The Impressionable Use Fallacy
No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.
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 […]
Latest Posts
Street Fight Daily: Web.com to Acquire Yodle, Foursquare Latest to Embrace On-Demand Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Web.com to Buy Online Advertising Firm Yodle (Wall Street Journal)… Foursquare Adds Deep-Linking Integration with Delivery.com (The Next Web)… Groupon Soars 23% on Favorable Earnings (TechCrunch)…
CourseHorse Co-Founder: People Are Spending Locally in Adult Education
The company, which recently raised $4 million in Series B funding, powers a local discovery engine connecting students and classes (and taking a commission on every registration). Street Fight spoke to co-founder Nihal Parthasarathi about the various local opportunities in ed tech and adult education.
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)…
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