blog archive

October 24, 2016

With a Bloomberg analyst reporting a decline in the restaurant industry, it's natural that restaurateurs might get a bit nervous: eateries live and die by their ability to drive foot traffic.

In the smartphone age, encouraging new customers to come in for a bite is a bit more complicated than putting a sign out on the sidewalk, but mobile devices can serve as the ultimate online-to-offline bridge, and recent research from xAd indicates that location-based mobile ads have a proven link to physical sales. Restaurants can quell their fears by driving more foot traffic through mobile with these tactics.
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October 19, 2016

According to the Google's Digital Drives Auto Shopping report, 95 percent of people start researching for a new car online, so it's no wonder a lot of sleep is lost in the auto digital space trying to figure out how to get that extra digital lead: how to get more clicks on "request a quote," "locate a dealer," or "request a brochure," or even how to obtain users' zip codes to show them inventory locally. But all of that is dwarfed on the dealer side, and their sleep is lost on the dwindling amount of actual people appearing on their lots.
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October 18, 2016

The pop-up shop has become a retail phenomenon, hosted by brands of all types and sizes, and for good reason. They help build name recognition, break out of the e-commerce bubble and into the real world, and help brands test strategies to see what works and what doesn't. This past spring, the New York Times hailed pop-up shops as a new frontier in retail. They enable retailers to innovate and make sales in a time when many major retail chains are struggling. Sound like something you'd like to try? Here's what you need to know.
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October 13, 2016

An integrated customer journey built on diverse digital touchpoints may be closer than you think. McKinsey reports that, in the next five years, we're likely to see a radical integration of the customer experience across digital and physical channels that will set companies up to become digitally powered, experience-led businesses. For brands, creating an effective, integrated omnichannel experience that's built on a foundation of digital touchpoints is no longer optional, it's a must—but which touchpoints should you pay attention to moving forward?

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October 11, 2016

A single consumer profile isn't enough to accurately represent your entire audience. This wasn't as much of an issue in the days of traditional marketing, when targeting strategies were simpler, and publishing outlets far more broad in their audience reach. Today's brands, working within the digital marketing model, need to lean heavily on customer segmentation.

The stakes are highest during the holiday shopping season, when consumers are urgently seeking out products, as brands compete for their business. Poor segmentation can undercut marketing efforts. It takes a range of demographics and other filters to identify strong prospects and accurately segment a consumer base. Location hasn't always been one of these filters, but brands can't afford to overlook it anymore. Here's a look at how GPS can increase ROI for your segmentation efforts.
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October 07, 2016

Beacon technology can make in-store shopping easier, more enjoyable, and even more affordable for consumers—all perks that could help brick-and-mortar retailers reclaim their dominance over e-commerce—but beyond that, beacons can help you tune into the big picture of your marketing vision.

This past June, comScore and UPS's annual retail survey showed that, for the first time in its five-year reportage, online shopping had surpassed in-store: 51 percent of respondents' purchases were made online, up from 48 percent in 2015. While it's true that some people may just prefer the convenience of shopping online, especially when services like Amazon offer same-day shipping, brick-and-mortar retailers can use beacon technology to give consumers incentives that online vendors aren't able to offer.
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October 04, 2016

A recent Nielsen study found that 78 percent of consumers do not consider themselves to be loyal to any brand, and 61 percent wouldn't think twice about moving to another brand to get a better price. Brand loyalty targeting is increasingly important as consumers are faced with a growing array of options. The question remains, how do brands not only capture brand loyalty, but maintain and build upon that consumer relationship?

Knowing this is top of mind for many marketers, Waze, Dunkin' Donuts, and MediaStorm convened on the Thomson Reuters stage at Advertising Week to discuss this very subject and announce their participation as trial partners of Waze's new Favorite Brands loyalty feature.
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