Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
Visual Search Moves Beyond Experimentation and Into Prime Time
After years of experimentation and broad discussions about how visual search would someday take hold, it’s clear that the future has arrived. Visual search has moved into the mainstream, and companies like Pinterest, Instagram, and even Google are paving the way for consumers to engage more deeply with the products they find online.
As visual search moves into the mainstream, questions are intensifying over what impact the medium will have on SEO and traditional search metrics.
LBMA Vidcast: Macy’s & Pinterest; PlaceIQ, PMG, and Old Navy
On this week’s Location-Based Marketing Association podcast: Trial Run Media’s ABIE, Cheek-It’s scavenger hunt, JCDeacaux + Location Sciences, Macy’s launches OUT[FITS] with Pinterest, PlaceIQ partners with PMG on Old Navy, Admetrix + Locomizer. Research: S4M & LBMA contrast GDPR vs. CCPA
Does Influencer Marketing Have a Transparency Problem?
Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.
The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.
Retailers Use Visual Channels to Attract Last-Minute Mother’s Day Shoppers
Spending on Mother’s Day is expected to reach $25 billion this year, with consumers flocking to department stores and florists in search of the perfect gifts for Mom. The bulk of that spending will happen in the next few days, as foot traffic data from the location platform GroundTruth reveals that Americans tend to wait until the very last minute to shop for Mother’s Day gifts.
What are retailers around the country doing to prepare for the onslaught of last-minute shoppers? More than ever before, retailers are leaning on visual marketing opportunities to drive last-minute sales.
May Focus: Visualizing Local
Street Fight is rolling into May with the theme, Visualizing Local: a look at how marketers are using visual content to boost visibility, presence, and conversions. This includes everything from images in search results and local listings to utilizing increasingly popular social media like Instagram Stories.
LBMA Vidcast: Kroger Partners with Pinterest
On this week’s Location-Based Marketing Association podcast: Hermes AR package delivery, NFC forum’s payment standard, Lego + Snapchat + Kabooki, McDonald’s + Waze billboards, Geon Network, Glympse partners with Albertsons.
At Retail Conference, Google Dangles Shiny New Visual Ad Format
The visual-first ads are here. Google announced at the retail conference Shoptalk on Wednesday that it is launching shoppable ads in image search, propelling the search giant into the center of the visual zeitgeist that has made Pinterest, Instagram, and Snapchat hot targets for advertisers.
5 Hot Retail Strategies in Play This Thanksgiving Weekend
Top retailers aren’t leaving anything up to chance. In one of the biggest pushes we’ve seen in years, retailers around the country are embracing interactive technology and social channels in a play to capture a greater share of consumer holiday spending. Read on to learn about five innovative strategies.
LBMA Podcast: Facebook’s Friends, TGI Fridays, Kroger & Walgreens
On this week’s edition of the LBMA podcast: Facebook’s nearby friends, Lime in Canada, Pinterest + Oracle & Ninth Decimal, TGI Fridays, Kroger + Walgreens, Ford + JC Decaux. Special Guest: Jigar Shah – Miles.
Street Fight Daily: Unstructured Data A Big Local Opportunity; Small Businesses Need Cybersecurity Help
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Not All Burrito Eaters Are the Same: Why Advertisers Need to Think Local… Report: Half of Very Small Businesses Suffer Financial Losses from Website Hacks… Why I Love First-Party Reviews…
Street Fight Daily: Google Cedes Some Control of AMP, How Important Are Online Reviews?
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google Is Giving Up Some Control of the AMP Format… Heard on the Street, Episode 12: How Important Are Online Reviews?… After Amazon Storefronts, A Self-Service Suite of Ad Tools…
Street Fight Daily: Inside the Industry: JumpCrew, Broadly, BPA Worldwide and Bombora Disrupt MarTech
RISING STARS AND DISRUPTIVE MOVES… How JumpCrew Grew to a Team of 200 in Just About Two Years… Heard on the Street, Episode 8: ‘Engineered Casual’ with Broadly CEO Josh Melick… BPA Worldwide and Bombora Supply Publishers With Tools To Compete with the Duopoly…
Street Fight Daily: Buyers Lag on Mobile Programmatic, The Turn to Video Goes Multichannel
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… When It Comes to Mobile Programmatic, Buyers Are Behind… B2B Marketers Turn to Shorter Videos Across Many Channels to Engage Millennial Buyers… A Year After Amazon Devoured Whole Foods, Rivals Pursue Countermoves…
Street Fight Daily: Mary Meeker’s Trends for 2018, The State of MarTech Acquisitions
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Mary Meeker’s 2018 Deck: Highlights and Analysis… What’s Next in Marketing Tech Investing?… Ad Tech Vendors Wrestle with IAB Europe’s Transparency and Consent Framework…
LBMA Podcast: Google’s Just A Line, Walmart & Handy, Snapchat
Also on the show this week: Drive Time Metrics, VisuWall, the Church of England, Macy’s, Home Depot + Pinterest, Philips Lighting.
Openings and New Hires at Pinterest, DialogTech, FitSmallBusiness
Every two weeks, Geoff Michener covers some of the latest openings and new hires in this dynamic industry. This week’s edition includes moves and new openings at SITO, AccuWeather, and AdRoll.
Street Fight Daily: Investments in Search Will Diversify, Inside Uber’s Social Strategy
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Search Spend to Diversify, Spreading Among Platforms Beyond Google… Uber Relies on Automation to Keep Its Paid Social Strategy Humming… Getting Detailed Insights Is Top Challenge for Programmatic Marketers…
Street Fight Daily: Google Assistant Fuels Hyperlocal Biz, Inside the Digital Content Bubble
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Time Out Plans to Use Google Assistant to Grow to Connect Users with Local Businesses (Digiday) City guide Time Out has developed an app for Google Assistant through which people can ask up to 100 questions about what to do in their city. Time […]
LBMA Vidcast: PreciseTarget, Pinterest, Amazon Kills Dash Button
On this week’s Location-Based Marketing Association podcast: PreciseTarget, Pinterest, Pokemon Go in NYC, Amazon killing Dash button, Walgreens using Theatre, MediaMarkt rolls out Signify indoor navigation, RevealMobile adds Canadian data.