When I first started writing about “local,” a long time ago, it was almost exclusively a small business concept. Brands and national retailers didn’t “identify” with the term. The “local online ecosystem” simply didn’t apply to them — in their minds. Never mind that the vast majority of products and services were (and still are) purchased…
As a staunch defender of stores and local buying I was shocked by two really dismal, back to back retail experiences I had this past weekend. I had to do some quick back to school shopping for school supplies and sweatpants for my younger daughter. Admittedly the stores were busy and the employees might have felt somewhat…
Location data is extremely useful for business intelligence, decision-making, competitive analysis, product planning and many other purposes beyond advertising and attribution (see Factual webinar). This is illustrated in GroundTruth’s Q2 2018 Retail Foot Traffic Snapshot, which shows how the retail market is evolving. It uses location data to track emerging retail trends. The report focuses on the…
According to Amazon’s “Small Business Impact Report” from May this year, half of all items purchased on Amazon come from small and medium-sized businesses (SMBs). In the U.S. alone, more than a million SMBs are selling on Amazon with the top categories including health and personal care, home, electronics, beauty, apparel, sports and toys. Additionally,…
Only halfway through 2018 and the local and location-based marketing space looks much different than it did six months ago. From various high-profile deals and acquisitions, to major headlines from Facebook and Google, to GDPR, the local space continues to evolve and transform. To help you get a sense of the pulse among local marketers, we’ve…
Yesterday, at the Search Marketing Expo Advanced in Seattle, Google made several announcements regarding new functionality and innovations within AdWords. The changes are retail focused and are a response to changes in technology and mobile usage that have raised consumer expectations in the retail environment. To help meet the demands of the widespread research online…
In last week’s webinar with InMarket, CMO Cameron Peebles talked about how the now bankrupt Toys R Us created an expensive in-store augmented reality experience as a way to lure and engage kids and their parents. It was a costly error on multiple levels but it illustrates the way that companies can be seduced by new technologies…
Last year saw the largest number of retail closures in history and 2018 may eclipse it. From Toys ‘R’ Us to Nine West, these failures could have been predicted using location data. For marketers, this same data can also be used to predict positive trends and opportunities to engage with consumers. During this webinar, Cameron…
On Wednesday, March 28, inMarket and the LSA will be hosting a free webinar about using big location data to predict retail closures, trends and opportunities. Register here. Here’s a not-so-fun fact: 2017 set the all-time record for retail store closures, according to Fung Global Retail & Technology. Some have been tempted to predict it as…
GroundTruth was the first company to introduce a “cost per visit” (CPV) mobile ad model almost exactly a year ago. It tracks online ad exposures to store visits and asks advertisers only to pay for foot traffic to physical locations. Since that time others have introduced similar concepts. At the Place Conference in September in New York…
