Back to ‘Normal’ Requires Omnichannel Approach

Retailers facing new competition need to hold strong while consumers return to some of their pre-pandemic patterns while also exploring new marketing avenues and cross-channel strategies designed to pull people back in-store.

LBMA: OH! Media Releases Audience Intelligence Hub

In this episode of Location Weekly, the Location-Based Marketing Association covers Trader Joe’s launching a special app for those with autism, OH! Media releasing its “Audience Intelligence Hub,” Ladorian & inReality partnering to personalize in-store screen messages, and Ulysses trying to monetize location data from every car on earth.

3 Reasons Virtual Events Are Here To Stay

More than one in five Americans is fully vaccinated, and travel rates are soaring to yearlong highs, but virtual events are not going anywhere. Or virtual components of events, anyway.

Innovation Brief: Microsoft, Twitch, and Autonomous Pizza

M7 Innovations’ Matt Maher discusses Microsoft’s Nuance acquisition, virtual influencers reinventing the livestream, and autonomous pizza delivery.

8 Steps To Effectively Promote Your Local Business on Social Media

For small and local companies, establishing a strong social media presence is a key factor for success. Here are eight steps to effectively sculpt that presence.

Verizon and Catalina Partner to Power Online-to-offline Attribution

Seeing a void in the marketplace, ad tech vendors are stepping in with tech solutions designed to help brands link in-store and online transactions to digital ads in real-time. Just this month, Verizon Media partnered with Catalina, a provider of consumer-driven marketing solutions, to help CPG brands more effectively connect digital campaigns with sales. The partnership matches Catalina’s sales data to Verizon Media’s identity graph, which means Verizon Media is now the first DSP to be integrated with a top CPG sales data provider.

Social Media Isn’t Just an Ad Channel

With third-party data sources such as the cookie under threat, Apple downgrading the mobile identifier for advertisers, and data collection in general growing tougher, businesses increasingly need to find reliable, consensual data wherever they can get it. Social media is one of the solutions to that problem.

Should You Change E-commerce Platforms? Pros & Cons

If you’re running a long-standing e-commerce store, you may be wondering how you can do more to take advantage of these favorable circumstances. One option is migrating your store to a new e-commerce platform. Could a new foundation be the key to reaching the next level of online retail success? Let’s weigh the pros and cons.

4 Things to Consider When Choosing a Universal ID

Preparing for a cookieless future means getting on board with Universal IDs — there are many in the space and in the spirit of the open web, you’ll likely be working with a number of them by the end of the year. The choices that you make at this point are important, as these are long-term relationships with meaningful impact on the bottom line. So, be thorough — while there are many Universal IDs to choose from, they’re far from the same. The countdown to the demise of third-party cookies is minutes away from midnight, so start your evaluation now to ensure you don’t rush into a poor decision.

Truyo: Don’t Expect National Privacy Legislation “Anytime Soon”

A privacy whirlwind is disrupting digital marketing. Apple is downgrading its mobile tracking device, and Google is killing third-party cookies on Chrome. In addition, as many as 20 states have passed or are working on legislation to protect consumer data. But national legislation is likely far from imminent.

LBMA: Can FLoCs Replace the Third-Party Cookie?

In this episode of Location Weekly, the Location-Based Marketing Association covers Google’s FLoCs as an alternative to the disappearing third-party cookie, the AR platform Beerscans turning beer labels into augmented reality experiences, Krispy Kreme offering free donuts to encourage vaccination, and GroundTruth acquiring Addy.

Gimbal, NextNav Go Vertical with Next-Generation Location Offering

Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.

Augment My Town: Local’s Next Turf Battle

AR fuses the digital and physical. So, could it assist in the vexing and longstanding challenge of closing the online/offline gap? We’re starting to see signals that it might. 

On-Page Content Differentiation: The Benefits of Location-based Messaging

Content consists of more than just your copy block, though it’s a great place to start. Adding product information, featured collections, and highlighted services are all elements that enhance your on-page content strategy. Understanding what’s popular in that specific area and how customers are searching for your products or services in that area can help guide your content strategy to differentiation and success. Therefore, it is key to create content attuned to regional differences, or location.

5 Live Chat Platforms with Location Intelligence

As mobile interactions become the new norm, more retailers and brands are seeking out mobile-friendly live chat solutions that leverage real-time customer behaviors, like locations and progress within the shopping lifecycle, for more personalized SMS chats and in-app messages.

Killi Launches Unveil, a One-stop Shop for Consumers to View and Edit Their Data

Killi, the consent-first consumer data marketplace, launched Unveil, a product iteration that will allow consumers to view and edit the data companies have collected about them.

The Covid-19 Pandemic at One Year: How Payments Have Changed Forever

The payments industry will move forward from the seismic shifts in behavior we’ve seen to new puzzles: how to make a card top of wallet, how to expand the on-demand economy to new product groups, and how the Buy Now, Pay Later space evolves in time. But the changes we’ve seen will impact the course of the industry for years to come. How merchants and payment providers adapt to these changes will have a key part to play in how they recover from the impact of the pandemic.

How Audio OOH Can Withstand Emerging Privacy Regulations

Audio OOH enables advertisers to reach the right audience, and reporting tools can help them decipher how their audio ad influences a customer’s path to purchase. This type of product-level transactional data will be crucial as advertisers continue to clash with harsh but growing privacy regulations.

BeOp Launches in US, Pointing to Contextual Campaigns’ Resurgence

Is contextual ad targeting the answer to our cookieless future? As brand advertisers plan for a world without third-party cookies, they’re homing in on contextual ad platforms as a possible solution to their advertising woes. That push is leading to the development and growth of a number of platforms focused on contextual, conversational, and cookieless advertising.

FocalPoint Raises $8m to Improve GPS Accuracy

In this episode of Location Weekly, the Location-Based Marketing Association covers TmrO app creating connections between freelancers and the music and film industries, FocalPoint raising £6 million to improve GPS accuracy, Chipotle investing in driverless company Nuro, and Whole Foods tapping into AR cosmetics try-on tools.