InMarket Buys NinthDecimal as Location Consolidation Persists

The move comes at a time when location marketing competition is heating up as the number of major players in the space winds down. Foursquare is widely recognized as the leader in location, especially after its merger with Factual earlier this year. PlaceIQ acquired Freckle IoT. X-Mode bought Location Sciences’ location data assets. 

With the boost of NinthDecimal’s tech, talent, and partnerships, InMarket is better positioned to compete.

Location Weekly: Google Maps Enables Parking Payments with Passport

In this episode of Location Weekly, the Location-Based Marketing Association covers Colorado artists selling their wares in refurbished vending machines, Google Maps enabling parking payments with Passport, Reveal Mobile looking at average CPMs for location-based audiences, and Amazon going big on AR with Room Decorator.

Heard on the Street, Episode 56: Diversifying the Digital Ad Stack

Digilant offers a multi-faceted service model that both diversifies its market opportunity and mitigates its risk as a player in the ever-shifting advertising world.

This multi-faceted approach includes interlocking pieces such as ad tech software, agency services, and consultancy services. These can be mixed and matched in various ways. For example, clients can use Digilant’s software for in-house brand marketing work or rely on the company as more of a full-service agency.

Local Businesses’ Newest Competitive Edge: Distribution and Delivery Data

To continue delivering products and services to their local communities safely — no matter the fluctuating restrictions — businesses are offering order-ahead, curbside pickup, touchless payments, and sophisticated delivery options, whether through their own operations or through third-party providers such as GrubHub and DoorDash. These flexible distribution options not only help drive continued momentum, they also create a myriad of new valuable customer data points that must be captured and incorporated into rapidly evolving customer engagement strategies.

When It Comes to Winning Over Customers, Transparency Always Wins

Based on recent studies, people crave privacy, especially when it comes to their data. Repeatedly seeing an ad for a pair of shoes you glanced at once online but didn’t buy doesn’t create a warm or trusting feeling of being cared for by a retailer – for many people, it may come across as creepy. There is a way to gain back that trust, and it is all connected to transparency or, to be precise, web transparency. 

How to Maximize the Power of DOOH in the “New Normal”

Now is the time for marketers who have spent the past six months on the sidelines, interpreting the signals buried in data and gathering learnings, to put their messages back out where consumers are active and engaged – increasingly, outside the home. As more digital screens become available, brands and businesses need to keep in mind the particularly timely benefits of digital out-of-home (DOOH) as a way to effectively and efficiently deploy their market spend in our “new normal.”

KickCOVID.us Crowdsources Business Safety Data

KickCOVID.us is one part business directory, one part safety monitor. The hyperlocal mobile website allows consumers to read and rate the relative safety of businesses based on the precautions they are taking around Covid-19.

Look up Cooper’s Hawk Winery and Restaurant, for example, and you’ll see that social distancing is being enforced and some masks are being worn, but no temperature checks are taking place. At Matchbox, a restaurant in Ashburn, Virginia, most people are wearing masks and no-contact delivery is currently available.

New Study Shows the Impact of Transparency on Consumer Trust

It’s time to start proactively addressing consumer privacy concerns. The data shows that people are becoming more concerned about privacy, and all signs point to the continuation of this trend.  

Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance.

How Are Brands Preparing for Native Ratings in Apple Maps?

A foundational element of local marketing strategy could be changing. Rumors began circulating last week that Apple would be giving users the ability to add ratings and photos to local business listings on Apple Maps when iOS 14 releases this fall. That could mean big changes are in store for brand marketers who’ve grown accustomed to monitoring reviews and ratings on a core group of third-party platforms.

Apple’s move into the ratings and review space isn’t totally unexpected, but it’s still causing the local marketing community to question how the update will impact local search and discovery.

How Local Businesses Can Survive Without a Website

It is hard to imagine operating a business without a website. However, it can be done. In fact, it is already being done by the over 40% of American small businesses that still don’t own a website of any kind. It should be noted that the lack of a website by some businesses isn’t usually due to choice, but rather due to cost. 

Even so, local businesses that lack the wherewithal to launch and maintain a website need not despair because there are a host of other viable marketing and communication methods at their disposal to bring awareness to their goods and services.

Location Weekly: Unilever and Orbital Insight Deploy Location Tech for Supply Chain Management

In this episode of Location Weekly, the Location-Based Marketing Association covers Mars/Wrigley getting ready for virtual Halloween trick-or-treating, Unilever and Orbital Insight piloting the use of location tech to monitor their supply chain, Foursquare using location data to increase shopper safety with LinkNYC screens, and CVS rolling out an in-house digital advertising network.

Meliá Hotels Uses Local Influencers to Drive Covid-19 Awareness

Brochures and signage are easy to overlook, but social media influencers are harder to miss. As they work to bring back guests during the Covid-19 pandemic, a number of hotel chains are relying on partnerships with social media influencers to educate guests on the new safety protocols they’ve put in place.

Street Fight’s September Theme: Mapping the Future

What does “Mapping the Future” entail? As a primary tool for consumer local search and discovery, mapping continues to undergo UX innovations and structural changes. We’ll examine these areas as well as mapping’s interplay with local search and SEO strategies.

Though mapping is more of a Street Fight staple than a trending topic, market signals indicate that the timing is right. In fact, we already got started last month with a look at Snapchat’s moves into local mapping — not just UX upgrades to Snap Map but also self-serve advertising for local businesses.

Blocking Third-Party Cookies Will Not Mean the End of Marketing Attribution

The demise of third-party cookies will not mean the end of digital advertising and the ability to assign proper attribution to individuals engaging in various touchpoints along the buyer journey. Several entities are currently hashing out other methodologies brands can leverage to retrieve audience analytics.

Marketing attribution providers will continue to provide reliable data to enterprise marketers on consumers and their customer journeys through the sales funnel. Attribution providers worth their salt will not only make sure they are compliant with the tightened rules around cookies but also ensure their clients are following the letter of the law.

Ditch the Department Store: How DTC Brands Take Back Control

We are anticipating monumental online sales volume for brands with the approaching holiday season. To capitalize on this transition to online shopping, DTC (direct-to-consumer) brands must take back control of their sales channels. DTC brands can’t control whether big-box retailers open their storefronts or the number of consumers they allow inside. They also can’t manage the customer experience with the brand, especially given the many variables Covid-19 has thrown at brick-and-mortar retail.

The one thing brands can control is their online sales channel.

California Attorney General Targets “Low-Hanging Fruit” for CCPA Non-Compliance

The California Consumer Privacy Act enforcement period began July 1, and two months later, numerous firms have received letters from the attorney general’s office about noncompliance. Multiple major companies, including Walmart, Sephora, and Ring, have been hit with class-action lawsuits.

But there’s no great mystery or nefarious agenda tied to the companies that have been targeted as this point, says Dan Clarke, president at IntraEdge. To avoid meeting the same fate, companies need to adhere to the fundamentals of the nation’s first major statewide privacy law. Clarke spoke with Street Fight to explain.

More Brands Are Scaling Digital Channels for Customer Engagement — Here’s Why

Communicating with brands on social media has become the norm for consumers. Surveys show that roughly half of all consumers who engage with brands on social media are reaching out about customer care concerns, and more than 65% of social media users across all platforms expect brands to respond, regardless of whether the initial outreach was via private messages or public posts.

Those expectations have only heightened over the past six months, and many brands have had to pivot their customer support and engagement priorities on the fly.

Location Weekly: Burger King and Wawa Innovate for Covid Era

In this episode of Location Weekly, the Location-Based Marketing Association covers Wawa launching drive-through-only convenience stores, Waze launching contactless gas payments at Shell and Exxon Mobil, Burger King printing customer orders on face masks, and Heineken launching its “Star of the Summer” campaign at Tesco UK.

Who’s Afraid of CCPA? Steps Toward Ethical Data Collection

The marketing and advertising communities are inherently about data collection. They survey and track people’s online behaviors to uncover a deeper understanding of trending sentiments. Through this, the ultimate goal is to help marketers better target the right audiences with messaging that will resonate with them on the platforms they typically frequent. 

While data privacy should be a given considering how central it is to the industries at hand, it’s often still seen as a challenge to overcome. So, where is the problem?

How Covid-19 Is Speeding Up OOH Advertising’s Digital Transformation

Some OOH media providers have already moved beyond the traditional real estate-based approach in which advertisers focus on a specific region or even choose specific billboard locations. Instead, they are using data and technology to target specific audiences and measure the impact of their campaigns. For the laggards, the pandemic is proving a catalyst for overdue change. Let’s consider why OOH’s audience-based future is closer than ever as well as what is next for the industry’s evolution.