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
Selling to SMBs: AIDA and The Conversion Zone
I’m often asked by entrepreneurs and venture capitalists alike to talk about what changes throughout the course of the “bell curve ride” in selling to small and medium-sized businesses — and how organizations need to adapt at each stage in order to ensure continued success. Here’s the best way I can explain how it all works.
Latest Posts
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)…
4 Ways That Retailers Can Gain Traction on Mobile
As retailers continue to reimagine marketing to consumers using mobile, the tools to do so will evolve as well. Similar to marketing automation for B2B, retailer-focused solutions providers are enriching their platforms so that retailers can deliver marketing messages and offers to highly segmented consumers.
Street Fight Daily: UberEats App Launching Soon Across U.S., Square Takes a Hit
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Prepares Meal-Delivery Service for 10 U.S. Cities (Wall Street Journal)… Square Falls Below Its IPO Price (Fortune)… Boxed, the Ecommerce Startup for Costco-Sized Orders, Nabs $100M (Forbes)…
6 Smart Ways Retailers Can Use Heat Maps to Drive Conversions
What do customer movements inside stores have to do with conversions? It turns out, quite a lot. Slight changes in routing can increase the traffic around promotional displays and help avoid bottlenecks. Some of the smartest retailers are installing beacons, WiFi, and other hyperlocal technologies as a way to generate heat maps that track customer flows.
Local Media Consortium Touts New comScore-Validated Reach
The 75 newspaper groups and broadcasters that comprise the Local Media Consortium have always pitched advertisers that their “premium” content pulled in big numbers of readers. But LMC’s stats on unique visitors to its members’ 1,600 digital platforms were produced by a crazy quilt of measurements from individual publishers. The result was totals so high […]
Street Fight Daily: Foursquare’s New Plan, Tech’s Dominating ‘Frightful 5’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Foursquare’s Plan to Use Your Data to Make Money — Even if You Aren’t a User (Wired)… Tech’s ‘Frightful 5’ Will Dominate Digital Life for Foreseeable Future (New York Times)… What’s Next For Lead Generation? (TechCrunch)…
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