News and Analysis
The MULO Dozen: December in Review
What a year we had! MULO (multi-location) retailers, restaurants, and service businesses have BOOMed and BUSTed, the C-suites have seen many changes, and consumers continue to shop, research, and spend both in-store and online. They are compelled to find places and products via local search, as well as by social media pundits, retail ad networks, […]
Later Acquires Mavely for $250M. The Creator Economy is Here to Stay!
Later announced today the acquisition of Mavely for $250M, creating a creator powerhouse. Later is an enterprise-level influencer marketing and social media management software platform. Mavely is an app for the “everyday influencer” who earns commissions on sales. Later’s AI predictive analytics will now leverage first-party performance data from Mavely’s network of more than 120,000 creators […]
The New Creator (and the Brand Creator Behind Them)
Joseph Perello, founder and CEO of Props, created his company to provide content for MULO (multi-location) and other brands that need credible ways to reach consumers. Many brands have invested in mass influencer or creator marketing, which may drive eyeballs and social media traffic but doesn’t always lead to sales. The words “performance-driven” on Props’ […]
Commentary
Local SEO Strategy: 4 Tips Every Agency Needs to Know
To captivate the shoppers who are most likely to buy—that is, the consumers in your client’s local market—you need a strategy that gets your client to the top of local search results. Here’s why local SEO matters and how to build an effective local SEO strategy for your clients.
Brand Shoppability Comes to YouTube Shorts
We can add one more channel to the list of shoppable apps: YouTube Shorts. The YouTube feature that’s meant to compete with TikTok for short-form video has announced that it will integrate shoppable content and affiliate revenue. This comes as it tries to attract creators and counteract revenue declines.
Google Overhauls Business Profile Manager with Transition to Search Interface
Lots of the functionality is exactly the same between the old GMB and the new NMX, the only difference being where the features reside. For most businesses, updating your phone number, your hours of operation, or your business attributes will seem very familiar. Here are some of the significant differences.
Latest Posts
BOOM: Multi-Location (MULO) “Needles” Businesses: Part 2
We’ve already established that people will overcome a childhood fear of needles (or at least cope with it) if they see an upside benefit — like vitamin therapy. The other reason people will allow themselves to be poked with a sharp metal object (in addition to vaccinations and blood tests) is beautification. Multi-location (MULO) aesthetics businesses […]
The DOOH Renaissance: Why Out-of-Home Ads Are Dominating in 2023
Podcasts, social media, and AI-created ad copy have all created excitement and buzz in the adtech community in 2023, but nothing has generated results like digital out-of-home. DOOH is experiencing a renaissance, emerging from the pandemic as one of the hottest areas in advertising. The DOOH market is expected to grow at a compound annual […]
The Shopping Cart of the Future is Now at ShopRite and Fairway
As driverless cars have hit the highways, the “human-free” shopping experience is becoming a reality. The Caper Cart, 65 percent lighter than previous versions, debuted this month at ShopRite and Fairway stores in New Jersey. These carts, developed by Instacart and powered by AI and computer vision technology, are tied to the ShopRite loyalty program. […]
BOOM: Multi-Location (MULO) “Needles” Businesses: Part 1
The IV therapy industry is booming! From hangover cures to vitamin infusions, MULO (multi-location) and mobile businesses are cropping up to fill consumers’ bodies with various liquids designed to give them energy, help them lose weight, and recover from dehydration. The market is valued at approximately $2B and is projected to grow. REVIV was the […]
Borderless Launches Free VR Tools to Consumers
Did you know that you can create a virtual reality experience without paying for it and without coding? Soon, you can. Coming this fall, Borderless is making available its creative platform for consumers who don’t want to learn how to code or pay a fee. Borderless offers extended reality experiences that can increase accessibility to […]
Adding Categories to Google Business Profile Boosts Local Rankings
Even a slight boost in local rankings can lead to thousands — if not hundreds of thousands — of dollars in revenue for a multi-location brand, which is why unlocking the secret to achieving higher local rankings is a topline goal for so many organizations in 2023. According to a new study that’s being billed […]
Pink Lily’s Success Puts It in the ‘Black’
The path to e-commerce success lies in women’s fashion. At least, that is what Chris Gerbig and his wife, Tori, concluded in 2011 when they began to research the type of online business they wanted to start that would not only support the family they planned to have but also the lifestyle they wanted to […]
Basis Technologies’ TikTok Integration Gives Advertisers Real-Time Performance Data
As social media continues to infiltrate more and more of our daily lives, increasingly advertisers are asking how they can take advantage of data that’s being collected to improve the performance of their campaigns. Today, Basis Technologies is taking a big step by announcing an integration with TikTok that will provide advertisers with access to […]
The ‘Drama’ of Sifting through Marketing Data
Claravine’s expressed goal in acquiring AI content-classification company Netra this month is to take “the drama out of marketing data.” Using its Data Standards Cloud platform, Claravine ensures that data is accurate, which in turn enables teams to measure results, pivot on execution, and improve performance within a consistent framework. The Utah-based Series B company […]
Marketers, Time To Tame Your Data For Good
As marketers, you already know the value of data. It’s a powerful tool for any organization to understand its customers, guide its strategy, and make informed business decisions. But, just like any powerful tool, if you don’t tame your data, it will do more harm than good. The conversation around marketing data tends to focus […]
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