Mike Boland: Any entity competing for local commerce—publishers, brands, ad-tech players—has a looming platform choice for voice. Like the platform wars between iOS and Android, it’s a matter of deciding where to apply finite resources and development muscle. Maybe the answer is “both” Google and Amazon. But for now, Google appears to have the lead.
Bernadette Coleman: 2019 is here. While the focus in recent weeks has been predictions on the digital marketing trends that are expected to emerge this year, I would argue that one of the most important measures brands need to take in 2019 is to implement a full-scale voice search readiness strategy, if they have not already.
SPONSORED, by Neil Sweeney, CEO of Freckle IoT / Killi: The takeaway for 2019 will be consent management. Why is this going to be the trend? Two reasons — the first is because consent management is nonexistent in today’s technology stacks (and, no, the catch-all ‘do you accept’ button will not be sufficient moving forward for consent management). And, second: a compliance/privacy tsunami will bear down on the entire world (not just advertising) in 2019. Every trend in 2019 will tie back to a company’s ability, or inability, to check the box on consent management.
More specifically, what will innovation look like going forward in local marketing and retail? How will it at once address the unignorable concerns about privacy and transparency that have reached a fever pitch of late and stay true to the best of the Silicon Valley spirit, namely, introduce something both new and necessary? How do local innovators move fast without breaking= things? Is that possible?
We at Street Fight want to hear from you, our readers, about the innovation you’re excited about in local in 2019 and your concerns about business practices in the industry in years to come. Drop me a line with your predictions, concerns, and hopes for Local in 2019 at firstname.lastname@example.org.
Mike Boland: AR may not play out in the way you think, at least in the near term. Though it’s generally thought of as graphical overlays on your field of view, another “overlay” could be more viable in the near term: sound. This “audio AR” modality could come sooner than—and eventually coexist with—its graphical cousin.
How are multi-location businesses shifting their local ad spend? What do Apple’s latest mapping moves mean for local search? And what’s Amazon’s master plan for advertising and commerce? These are a few of the topics we bat around in an analyst roundtable for the latest episode of the Heard on the Street podcast.