A Return to Contextual Advertising?

Digital advertising and marketing have long been positioned as “the future” of advertising. But with the rapid changes in media and information technology of the past two decades, the future has arrived. Google recently promoted the idea that “we’re now in an era where digital marketing is just marketing.” But as the industry advances and as new protective regulations around personal data privacy are introduced, it’s also possible that some of the change could involve relying more on previously established methods. Specifically, it is possible that we are on the verge of a return to contextual advertising as the dominant form of online ads.

3 Reasons Facebook CPMs are Exploding

There are many issues that are causing the cost of advertising on Facebook to go up, but the benefits of Facebook advertising — reaching a logged-in audience with highly targeted and measurable campaigns — isn’t restricted to just Facebook. It’s time for marketers to diversify their ad spend and turn elsewhere to reach new audiences with a high return.

Communities: The Next Generation of Customer Engagement is Here to Stay

Today, it’s clear that the way businesses are communicating with customers is coming to another inflection point. Not only can end users opt out of messages from brands they don’t want to hear from, but they have become numb to the “spam” they receive on a daily basis. Now, new age technologies have opened up a plethora of avenues for organizations to push messages out to end users, and it begs the question, what can be done to find even more information about your audience? 

A new mode of engagement is needed to help supplement customer communication in the next generation, but how will this manifest? My money would be on community. 

How to Identify and Connect with Your Ideal Podcast Ad Audience

While just over half of Americans have listened to them, podcasts are finding new audiences every day. U.S. advertisers spent $479 million on podcast ads in 2018, up 53% year-over-year; that figure is expected to hit $1 billion in 2021. And those people who do listen to podcasts listen to them a LOT. Podcasts are the number one audio source by time of consumption among podcast listeners, and weekly listeners consume an average seven podcasts per week, according to Edison Research.

Podcast advertising is rapidly evolving, as are podcasts themselves. It’s no wonder, then, that advertisers could use help identifying the right podcasts for their products and connecting with podcast audiences. Here’s what you need to know about podcasts and their audiences to find the right home for your podcast advertisements. 

12 Years After the iPhone, Marketers Need to Lean Into Digital Wellness

Once upon a time, “getting a Starbucks coupon as you walk by a Starbucks” was the Holy Grail example of the potential power of mobile marketing. With the iPhone turning 12 years old this week, it’s a great time to observe how drastically more sophisticated digital relationships between consumers and brands have gotten thanks to the supercomputers in our pockets.

Mobile is now about building a customer journey and taking patrons to the next level rather than a single, location-based transaction. You hear it a lot: the customer journey reigns supreme, but there’s a good reason for “customer journey” becoming like the Greek chorus in marketing. Consumers are inundated with messages from brands, so marketers need to be judicious about how, when, where, and why they reach out to customers.

Embracing Hyperlocal Creative at Scale

The challenge of authentic content is doing it at scale, in a way that is brand safe, across all markets. While creating custom content could seem like a feasible task for international companies with endless resources at their fingertips, even legacy brands all too often struggle with personalized, custom, local content at scale. It’s equally as challenging for local businesses like franchises, small agencies, and Mom-and-Pop shops who are charged with many business tasks outside of content creation. One of the pivotal concerns in digital marketing as it applies to content and content creation is having an efficient process to scale content production. 

So, how can franchises, local businesses, and brands scale their creative marketing content to better reach local markets?

How Targeting Fuels Audience Activation and Satisfaction

Consumers benefit from targeting. When there are clear rules and guardrails in place for tracking and targeting, shoppers enjoy a more relevant online experience and a panoply of ad-funded digital services.

Traditional ads still have a place in the marketing mix, of course. But the future of marketing is digital. Online ad spend is expected to surpass traditional ad spend (likely for good) this year. How is it that targeting, while respecting privacy, makes the consumer internet better?

The Retailpocalypse Doesn’t Have to Be Scary for Local Businesses

Headlines about retail closures suggest it’s Amazon’s world and we’re all just living in it, but there’s more to the story. For local businesses, in particular, there’s ample reason to be optimistic that the retail apocalypse doesn’t have to spell end times. In fact, exactly the opposite could be true. Let’s walk through a few of the reasons for optimism. 

Heard on the Street, Episode 28: Location-Based Survival of the Fittest, With Gimbal

According to Gimbal’s SVP of location platforms Adrian Tompsett, the key to the location business is having a long-term and holistic view of customer value. That means using location intelligence to go beyond just triggering promotions to increase the customers’ basket size, instead using the technology in ways that will provide additional value in the long term.

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.

Single-Use Coupons: A Multi-Pronged Strategy for Each Phase of the Customer Journey

A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.

Letter From the Editor: Retail Transformation Rules

As we continue to evolve the definition of “local,” one key component of its market opportunity is offline brick-and-mortar shopping. After all, about 90% of all U.S. retail spending, to the tune of about $3.7 trillion, is completed offline in physical stores. And that’s usually in proximity to one’s home (thus, local).

This makes retail transformation a key focal point for Street Fight. And there’s a lot happening.

Google Appears to Test Netflix-Like Personalization Score for Local Businesses

Just as Netflix displays match scores in the arena of entertainment, showing users a percentage indicating how likely they are to enjoy a new film or TV show, Google appears to be testing a feature that shows searchers how likely they are to enjoy a local business.

Uberflip Empowers Companies to Personalize Their Content

When it comes to marketing, content is king. But how can marketers make sure that content they post on their blogs ends up in front of the right people—and eventually leads to a sale? Uberflip believes it has an AI-based solution: a recommendation engine.

What’s New For Marketers This Holiday Season?

A new report indicates that email marketers with holiday-focused campaigns might inadvertently be lowering their open rates and hurting their chances at financial success during one of the most critical times of the year.

How Brands Can Create Personalized Experiences for Each Local Market

Digital properties must not only gather information about people but also use it to help consumers meet their goals in a contextual and timely manner. With changes such as the GDPR going into effect, the onus is on brands to deliver a connected experience that will leave customers feeling as though brands’ use of their data is justified.

The Line Between Cool and Creepy: How Much Personalization is Too Much?

With its new study, the Personalization Pulse Check, Accenture aims to help brands understand the border between cool and creepy advertising, providing insights into what the customer thinks of personalization tactics in marketing campaigns.

5 Shopper Personalization Solutions for Brands

Here are five examples of hyperlocal vendors offering the latest personalization solutions for brands and retailers right now.

Brands Struggle to Keep Up with Demand for Cross-Channel Personalization

Consumers want offline shopping experiences to be just as personalized as online, but new research from the customer data firm Segment shows that most major brands are failing to meet those expectations.

Brands Aren’t Effectively Planning for Personalization and Segmentation Ahead of the Holidays

A report from B2C marketing and analytics company Zaius shows that many companies, though they claim to be spotlighting personalization and segmentation as a way to engage customers, are actually not capably following through.