News and Analysis
Brand Building or Performance Marketing? Why Multi-Location Brands Must Invest in Both
Brands have long grappled with the decision of how to allocate marketing dollars across brand building and performance marketing. Building sustainable brand awareness and a strong reputation requires a long-term investment with tough-to-measure results. Performance marketing delivers more immediate local leads and sales. It’s easy to see why many brands overinvest in performance marketing at […]
Content Creators are Upping Their Game
When we hear “content creators” and “influencers” we may think primarily about people unboxing new products, waxing poetic about their cosmetics, sharing branded recipes, or merely dancing on TikTok. Many of these people are “citizen marketers” who promote products for a paycheck. However, another group of content creators focuses on developing more in-depth content that […]
Holidays 2024 Installment 1: Megan Harbold Predicts the Spending Future
We recently announced that because the holidays are a huge and complex spending season for MULO (multi-location) brands we are reaching out to industry leaders for their predictions about holidays 2024. Our first perspective is from a company with a broad and deep understanding of spending data and today’s marketing strategies and tactics. Skai VP […]
Commentary
Location-Based Marketing Association: Kalibrate Partners with Near on Location Intelligence
In this episode of Location Weekly, the Location-Based Marketing Association covers Best Buy teaming up with Pokemon Go, Taiwan’s FamilyMart launching a convenience store on wheels, Baidu getting China’s first autonomous robotaxi license, and Kalibrate partnering with Near on location intelligence.
TikTok Jumps into Local Events
For multi-location marketers, TikTok’s foray into events, and its increasing role as a destination for local discovery, portend that the platform is joining Facebook and other forums as a key place to connect online with local shoppers. TikTok can’t be ignored as an online-to-offline marketing channel.
Social Apps Are Creating a New UX for Local
Young consumers are increasingly discovering local shops and restaurants on TikTok and Instagram, not Google or Yelp. An appetite for immersive visual experiences is behind the trend.
Latest Posts
Report: Requests to Protect Personal Data Up 72%
While Congress debates TikTok’s future, U.S. consumers are beginning to ask some uncomfortable questions about why businesses are collecting their personal data and how their information is really being used. According to the newly-released Privacy Trends 2023 Report by DataGrail, the privacy management firm, concern over data privacy is reaching a fever pitch. Eighty-five percent […]
How Multi-Location Brands Can Improve Customer Experience
According to recent reports, 43.5% of brands agreed that positive CX is a critical differentiator when it comes to getting an edge on the competition. Creating positive customer experiences seems like a no-brainer, but in reality bridging the CX perception gap between customer service, marketing, and sales teams and potentially 10s or 100s of store […]
Cooler Screens Targets In-Store Ads Based on Real-Time Events
A new ad format from the in-store digital media and merchandising platform Cooler Screens is giving CPG brands a way to capture consumer attention and drive engagement during real-time events. Dubbed “Own the Moment,” the new ad format combines many elements of a traditional homepage takeover with Cooler Screens’ network of in-store display screens. It […]
OOH Advertising Coming to EV Charging Stations
Broadsign, a platform that helps companies manage the buying and selling of out-of-home media, is ready to get brand OOH advertising in front of eco-conscious consumers. It’s technology is being used by a German firm to power a network of OOH ad inventory at charging stations for electric vehicles such as cars, e-bikes, and scooters. […]
The Retail Employee of the Future: Human, Robot, or Combo?
Among the many challenges multi-location retail brands face are two common ones. Finding and retaining the best people and the role of automation in their businesses are top-of-mind across all retail categories. These two are closely related, as retailers incorporate self-serve technologies into their operations and AI into their marketing strategies and execution. The human […]
Consumers Are Worried About Marketers Using Generative AI — Here’s Why
According to a newly-released report from the customer experience firm DISQO, 34% of consumers don’t think AI-generated content tools should be used in marketing, and 60% trust AI-generated content less than human-generated content.
How Much Autonomy Should Multi-Location Brands Give Their Locations?
Here are five ways to involve your field team in decision-making and encourage creative thinking throughout your multi-location operation — whether you have 10 or 10,000 locations.
How Apple’s Latest Moves Are Shaping iOS Marketing
Josh Wetzel, CRO of customer engagement company OneSignal, checked in with Street Fight to weigh in on Apple’s latest changes and their ramifications for marketers.
CallTrackingMetrics CEO Welcomes Replacing Humans for the Boring Tasks
Todd Fisher is co-founder and CEO of CallTrackingMetrics, launched in 2009. If your business has a “high-touch” product or service that requires a phone call, it could probably benefit from using CallTrackingMetrics, which started out providing attribution for online ads but now does much more.
Can AR Elevate Multi-Location Marketing?
Augmented reality continues to be an early-adopter technology in terms of brand marketing. It has the unique ability to demonstrate products in their full 3D glory, which has proven effective in categories from furniture to footwear and cosmetics to cars. Many of these categories align with multi-location brands.
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