News and Analysis
6 Pure-Play Online-to-Offline Attribution Platforms
In a pure-play model, vendors focus exclusively on a certain number of core competencies. Not only does this help those companies to differentiate themselves from firms with broader offerings, but it also gives brands confidence that the vendor is an expert in the market. As online-to-offline attribution takes off, pure-play vendors are taking the lead in innovation, finding new ways to connect digital campaigns to foot traffic and in-store sales. Here are six vendors making a difference in the space right now.
5 Self-Serve Online-to-Offline Attribution Platforms
Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.
Commentary
Just How Big a Deal Are Voice Search and Chatbots for Local?
At Street Fight Summit we raised a little controversy around the potential disruptiveness of voice search to the hyperlocal economy. Street Fight believes voice search is a critical emerging technology, a view that seemingly contrasts with that of many companies on the supply side of hyperlocal.
Reimagining the Mobile Banner: In-App Ad Innovation Spares Brands from Google’s Interstitial Pinch
The future of our work is about designing smarter ways to reach users, so we need to focus on ways to drive engagement, not distraction. And that means finding subtle things that trigger the meaningful interactions. This isn’t 1999; we’re not building banners for last century’s desktop.
So, as January 10 approaches, let’s look at some creative models from the app side of the table
Latest Posts
As Local Search Behavior Evolves, Marketing Spending Will Follow
Merchants and marketers have to be findable and present useful information regardless of the searcher’s context. And that’s where the mechanics of local search marketing get messy. It feels like a great opportunity for tools and managed services that help break down those silos, and measure effectiveness across or between them.
Street Fight Daily: AOL Merges All Publishing Products, the Scope of Uber’s International Disruption
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AOL Is Combining All of Its Publisher Products (Business Insider)… Why Uber’s Rushing Into Deliveries Could Reap $24.6B Internationally (Forbes)… For Some Sprint Customers, Watching Ads Cuts Phone Bill (Wall Street Journal)…
Basket President: App’s Crowdsourced Price Information Empowers Shoppers
“The difference in prices between stores in a five-mile radius can be as much as 50 percent, based on in-store unadvertised specials, advertised specials, and variance in list price,” says Andy Ellwood. His company, Basket, has built “a massive database” that allows the company to display that price information back to consumers.
Street Fight Daily: How Ad Blocking Affects Ecommerce, Is Food Delivery the New Gold Rush?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ecommerce Links Become the Latest Unlikely Casualty of Ad Blocking (Digiday)… The Food Delivery Wars: A Little Bit of History Repeating? (PYMNTS.com)… FiveStars Gets $50M to Help Small Retailers Run Loyalty Programs Like Their Bigger Rivals (TechCrunch)…
6 Social Media Tactics that Reduce Marketing Costs for SMBs
In addition to generating leads, building brand awareness, and adding credibility to a business, a well-implemented social strategy should also lower a merchant’s overall marketing expenses. Social media is oftentimes less expensive than other types of marketing, and can easily be used to leverage a merchant’s complimentary marketing programs.
Street Fight Daily: Starbucks’ Continued Mobile Success, UberEats Announcement Targets GrubHub
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Starbucks Mobile Program Reaches 6M Orders Per Month (GeekWire)… GrubHub Stock Hits an All-Time Low After Uber Announces Food Delivery App (Business Insider)… Google Paid Apple $1 Billion to Keep Search Bar on iPhone (Bloomberg)…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation