News and Analysis
After Foursquare Acquisition, Placed Founder David Shim Talks Teaming Up With a Major Competitor
How did a Seattle-based ad tech company move up the ranks to become an industry darling, less than eight years after its launch? And how does the new relationship between Foursquare and Placed, which was previously the biggest competitor to the company’s Foursquare Attribution product, impact the location industry at large?
To find out, we caught up with Placed founder and CEO—and now president of Foursquare—David Shim. Here are his thoughts on what it’s like to go through an acquisition, and how two industry heavyweights who’ve competed for years are finding new ways to work together.
Report: Huge Hole in Location Data Market for O2O Attribution
Good news for the whole location-based marketing industry—a new report from location data firm Factual based on a survey of location data buyers finds the field is getting more effective and better at measuring its results. Nearly 9 in 10 marketers said location data is driving more effective campaigns. Eighty-six percent said it’s growing their customer base, and 84% reported higher customer engagement.
However, while use of location-based marketing is set to grow to 94%, only 24% use it or are planning to use it to establish offline attribution.
5 Privacy-Focused Data Marketplaces
Just 27% of adults feel like they have “some control” over how their personal data is used by mobile apps and services, according to a recent survey by Mobile Ecosystem Forum. The desire to have more say over how personal data is used is leading to a new technology vertical, as next-generation data brokers put together marketplaces where consumers can offer up their own data to brands in exchange for cash and other lucrative incentives.
Here are five examples of services that consumers are using to take control of the data they share with advertisers and keep their private information private.
Commentary
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
Why Local Search Is Even More Important in the Age of Ad Blocking
With so many people blocking traditional advertising, a growing proportion of internet users cannot be reached through “classic” search engine marketing. That’s why in the context of ad blocking, SEO is still king.
Foursquare’s Rosenblatt: ‘Location Is the Atomic Unit of Mobile’
Foursquare has gone from check-in darling to an under-recognized data powerhouse. But in that transition, it’s more successful than ever. And its primary emphasis has remained the entire time: real-world consumer behavior. Meanwhile, the ad industry’s hunger for location data grows.
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 Culture: Startups Bring the ‘Sharing Economy’ to Commercial Real Estate
Commercial real estate has so far been slow to adopt technology solutions, sticking with many of its traditional roles and processes to navigate a crowded, demanding market. But new companies like PivotDesk, TheSquareFoot, Fundrise, and PeerRealty are starting to change that.
LBMA Podcast: Euclid Analytics, Foursquare, and Vistaprint
On the show: Are you ready for a drive-thru supermarket?; GoInStore; Lyft partners with National MedTrans Network; EyeQ to make waves at NRF; 7Eleven helps corrupt with rewards; Google creating a virtual reality division; Shelfbucks acquires Emmoco.
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.
5 Timeless Sales Practices for Vendors Who Sell to SMBs
The devil is in the details: the tone of a subject line, timing of a phone call, recency of the point of contact, marketing cadence, and value proposition positioning — all impact sales. Yet many conversations tend to forget these basics and focus instead on new-age, shiny fixes.
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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Meta Is Automating Ads, But Brands Still Face a Bigger Problem