Making Human Connections in the Age of Automation

The end of the decade marks a challenging time for marketers as they attempt to envision the next 10 years. At the turn of the 2010s, no one could have envisioned the advanced AI-powered marketing and campaign automation tools that are available today. 

Despite access to smart technology, modern marketers still must balance multiple factors to create business value for all stakeholders, including eliminating boring, ineffective ads, grappling with the automation myth, embracing the data privacy age, and maintaining ethical AI practices. 

4 Lesser-Known Social Platforms Effective For Marketing

Ask someone to name a social media platform, and you’ll probably get the same answers: Facebook, Instagram, Twitter, and so on. But it’s easy to forget that there are other powerful social platforms out there carving out a niche for themselves.

For marketers, these present an untapped opportunity. Read on to discover four lesser-known social platforms that will be great for connecting with prospective customers in 2020.

The Risks and Outsize Rewards of Political Branding

In a time of unprecedented political partisanship, the risks and rewards of corporate political messaging are amplified. Viral marketing strategies including Nike’s partnership with racial justice activist and football star Colin Kaepernick, Gillette’s toxic masculinity ad, and Chick-fil-A’s anti-LGBTQ stances rally political sympathizers to a brand’s side and alienate ideological foes.

Street Fight checked in with Jen Capstraw, director of strategic insights and evangelism at growth marketing company Iterable, to get a sense of how significant the benefits and drawbacks of political branding are, which ideological direction political ads are predominantly taking, and how strong the evidence is for the efficacy of partisan messaging.

4 Major Takeaways About Consumer Privacy Concerns

Location data firm Factual commissioned a study conducted by the University of Southern California applied psychology master’s program to take the pulse of consumers on data privacy. Unsurprisingly, not all consumers demographic groups share the same levels and types of concern. Here are four major takeaways from the survey of 1,002 smartphone users aged 18 to 65.

Heard on the Street, Episode 30: The Art of Digital Persuasion, with Jeff Hasen, Part II

Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?

This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to marketing tactics, Hasen brings other sorts of savoir-faire to the table as a journalist and ad agency exec.

B2B Video Marketing Grows Up, Getting Briefer and Garnering More Attention

The standards for B2B video marketing are rising as marketers get the hang of the hottest, no longer so new medium. Marketers are learning to keep things short and sweet, decreasing the average video length from six to four minutes from 2017 to 2018, and audiences are tuning in longer, Vidyard reports in its annual video in business report.

Why Marketers Still Struggle With One-to-One Personalization

Personalization has long been touted as the future-proof way for businesses to connect with and retain customers. With Gartner predicting enterprises will win or lose due to customer experience in 2019 and beyond, offering customers meaningful, personalized experiences takes on even greater importance.

To uncover the truth about how personalization efforts are affecting the bottom line of the Global 2000 and just how much one-to-one personalization is taking place, we conducted a survey with Forbes that asked 200 marketing leaders just that.

Chrome Cookie Changes to Affect All—Not Just the Top Line

Google’s latest Chrome changes may sound abstract to those of us who are on the ground doing digital ad work, but they will soon come to dominate our industry. If you work in display advertising at a brand and read the announcement, I’m sure you know at some point the dynamics of the ecosystem will change. But this is going to be big — your entire set of knowledge will soon be different. You’ll need to learn how first-party data looks, is captured, and how to connect first-party data that represents intent to first-party stable identifiers like email.

3 Advantages of Private-Label or In-House Affiliate Marketing

The affiliate space continues to become more innovative each year. As a result, clients are looking for ways to enhance their affiliate programs. This could include anything from cross-device tracking to multi-channel attribution. And one of the fastest-growing affiliate marketing trends is private or “in-house” programs that are powered by white-label network or technology solutions. […]

Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics

Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective.

Local Merchants Highly Dependent on Social Media at Time of Uncertainty for Platforms

Well over half of the local merchants with larger budgets that we surveyed for a report last year indicated that paid Facebook ads constituted their top marketing tactic. That’s a pretty heavy dependence on a company that’s been in the news for all the wrong reasons lately.

Facebook Apocalypse? What to Monitor

Will Facebook’s usefulness as a local marketing platform be seriously weakened as a result of its recent privacy scandal and new measures to protect user data? Street Fight recommends monitoring the following to evaluate how serious the damage is.

State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus

Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about.

Selling to Multi-Location Brands: Applying Geotargeting Lessons to Mobile Push

Mobile push marketing is one of the most popular technologies multi-location brands say they’re interested in exploring in the near term. Suppliers of local marketing technologies and services can help them do more than explore by taking lessons from brands that have had success with geotargeting.

Momentum Builds for Third-Party Location Data; Brands See Correlation with Marketing Effectiveness

Third-party customer location data isn’t used widely by multi-location brands, but those that use it appear to have better success with local digital marketing.

State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon

Location data and analytics are a key R&D priority both now and in the longer term for companies supplying technologies and services to the connected local economy, according to Street Fight’s latest reader survey. Those companies deem AI and voice technology as two areas that require investment now, with an eye on a later payoff.

State of Hyperlocal: Attribution Is Top Industry Challenge and R&D Priority

Companies selling local marketing and technology and services continue to believe that online-to-offline attribution is the toughest challenge facing the industry, and it’s now their top near-term R&D priority. That’s what we’re hearing from a preliminary analysis of our annual State of Hyperlocal survey of Street Fight readers.

Selling to Multi-Location Brands: Sizing Up the Prospects

Multi-location brands have been a little slower to embrace digital technologies in support of their local marketing and advertising than SMBs, but that’s changing pretty fast. The biggest of those companies still tend to be a little conservative, but they’re shifting digital spending towards local and adopting a broader variety of tactics.

Selling to Multi-Location Brands: Who Makes the Decisions

Across tactics, over a third of those big companies we surveyed manage local digital marketing in a centralized fashion, but a similar number do so locally or regionally. Local sites and email are the tactics most often de-centralized; mobile and paid search the most often centralized.

Lots of Facebook News — But Little Progress in Local

Instead of integrating multi-media news consumption with entertainment, community conversations, events calendars, advertising, and a buyers and sellers marketplace, Facebook is isolating them as components. While this is consistent with its separate apps approach, it likely won’t result in as much audience cross-fertilization as it should. Nor does it feel at all local advertiser-friendly.