News and Analysis
AI is Rewriting the Rules of Customer Loyalty
Based on a survey of 1,000 U.S. consumer aged 18-65 conducted with Pollfish in May of this year, the findings of Amperity’s recent report about customer loyalty in the age of AI, reveals just how much services such as ChatGPT, Claude, and Gemini are impacting the customer journey. These LLM’s are not just answering questions, […]
Conversational Advertising Is Entering MULO Marketing
Conversational AI is rapidly becoming another place where consumers discover local businesses and the advertising infrastructure is beginning to follow. As brands prepare, the challenge is shifting from simply being recommended by AI to managing paid visibility at scale. For years, digital advertising for multi-location brands followed a familiar playbook. Consumers searched Google, clicked through […]
Retail Promotions Have Become a Customer Trust Strategy
Retail promotions are evolving from marketing tactics into customer experience strategies. As pricing inconsistencies become more costly and personalized offers more important, retailers are rethinking how promotions drive not just transactions, but trust and loyalty. Retail promotions have traditionally been viewed as a way to drive sales. But new research suggests they may be just […]
Commentary
The Agency Offering Your Clients Need: Citation Intelligence for AI Search
Most local SEO agencies have a citation management offering of some kind. They might audit client listings, fix NAP inconsistencies, claim the obvious missing directories, and report back to the client. This process gets the job done as a basic optimization to check off, but it was designed for improving traditional local rankings — not […]
The Website Is No Longer the Center of Local Discovery
For years, multi-location brands built local marketing around a fairly simple model. A customer searched, clicked a result, visited the website, and made a decision from there. Visibility was measured through rankings and traffic. Persuasion was expected to happen on the site. Performance was judged largely by what could be tracked after the click. That […]
AI Made Marketing Faster. It Also Made It Harder to Control.
Generative AI is accelerating creative production, but it’s also making performance harder to control. As more teams generate more assets, consistency drifts and optimization becomes less clear. The next phase of AI in marketing isn’t about speed … it’s about structure. For midsize marketing teams, generative AI has unlocked unprecedented speed. Campaigns that once took […]
Latest Posts
The Website Is No Longer the Center of Local Discovery
For years, multi-location brands built local marketing around a fairly simple model. A customer searched, clicked a result, visited the website, and made a decision from there. Visibility was measured through rankings and traffic. Persuasion was expected to happen on the site. Performance was judged largely by what could be tracked after the click. That […]
From Ad Exposure to In-Store Sales
As multi-location brands demand clearer proof that digital media drives real-world business outcomes, attribution is moving beyond clicks and impressions toward store visits and sales impact. A new partnership between PadSquad and Cuebiq aims to give marketers a more granular, real-time view of how campaigns influence consumer behavior at the local level. For years, location-based […]
Lamar Launches $2M Ronald McDonald House DOOH Partnership
As Digital Out of Home (DOOH) continues evolving beyond traditional billboard advertising, media operators are increasingly positioning their networks as flexible, community-connected platforms capable of supporting both brand performance and large-scale public awareness initiatives. This week, Lamar Advertising announced a yearlong partnership with Ronald McDonald House, committing more than $2 million in donated digital Out […]
AI Made Marketing Faster. It Also Made It Harder to Control.
Generative AI is accelerating creative production, but it’s also making performance harder to control. As more teams generate more assets, consistency drifts and optimization becomes less clear. The next phase of AI in marketing isn’t about speed … it’s about structure. For midsize marketing teams, generative AI has unlocked unprecedented speed. Campaigns that once took […]
Dollar General Launches Unified Retail Media Platform
Retail media has expanded rapidly, but for most brands and agencies, it remains fragmented. Onsite retail ads and offsite media campaigns are still planned, executed, and measured in separate systems, leaving marketers to piece together performance after the fact. A new collaboration between Dollar General, Kevel, and The Trade Desk aims to change that by […]
What If You Could Target Mindset, Not Just Location?
As identity signals fade, brands and agencies are being forced to rethink how they target and convert audiences at scale. Seedtag’s NeuroX introduces a new approach, using AI to understand mindset not just location, potentially reshaping how local campaigns drive measurable outcomes. If you are a multi-location brand looking to interact with customers while they’re […]
TikTok Campaign Shows How Brands Turn Reach Into Real Traffic
TikTok is no longer just a discovery engine—it’s becoming a measurable traffic driver for multi-location brands. A new Camp Bow Wow case study shows how native creative and intent-based targeting can turn reach into cost-efficient site visits at scale, signaling a broader shift in how agencies should be thinking about social performance. A growing number […]
Why AI Describes Locations Differently
Picture two locations of the same quick-service restaurant brand, both in the same metro area, both with solid review scores, both with optimized Google Business Profiles. Yet when you ask ChatGPT to recommend a spot in each of their respective neighborhoods, one location gets highlighted at the beginning of the AI-generated response with specific dish […]
Reviews Are Now a Growth System for Multi-Location Brands
For years, many multi-location brands treated reviews as a reputation issue. Something to monitor. Something to clean up. Something to escalate when a location had a public problem. That framing is outdated. Reviews now sit much closer to performance than many brands still acknowledge. They influence whether a customer trusts a location enough to call, book, […]
3D DOOH Goes Local: How Brands Are Driving Store Visits Faster
3D DOOH is shifting from brand awareness to a measurable local performance channel. With faster production and built-in mobile retargeting, campaigns can now drive store visits and conversions at scale across locations. Are we ready for 3D, “Pixar-quality” digital billboards? Big Happy thinks we are and have built a 3D DOOH platform that can scale […]
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