blog archive

November 29, 2016

According to the Wall Street Journal, millennials spend about $500 less on groceries than buyers in other demographics. Many individuals in this demographic are looking to cut costs and increase convenience. As a result, they're turning to online grocery shopping. Statista reports that online grocery shopping accounted for $7 billion in transactions in the United States in 2015—a number that is expected to skyrocket to $20 billion by 2020.
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November 22, 2016

GPS technology in smartphones really opened the floodgates to better mobile marketing, and retailers have been keen to cash in. Pay close attention, and you'll notice a wide range of ads and promotions displayed on your device that appear to be informed by your location at that moment.

Several marketing campaign types leverage GPS to provide better personalization, and improve audience targeting and filtering—but where indoor localization is concerned, GPS has its limits. It can accurately read which city block you're standing on, but when consumers are moving around within a retail space, GPS isn't very reliable. Retailers have a lot to gain from tracking the movements of consumers in their stores, and that means a different positioning solution needs to be deployed.
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November 21, 2016

Influencer campaigns have quickly become one of the hottest marketing techniques. Tapinfluence, in partnership with Nielsen, recently reported that influencer campaigns have an ROI of 11 times greater than other forms of digital media. Multiple studies show that consumers are more likely to trust recommendations from other people like them over ads. Influencers help brands straddle the line between those personalized recommendations and on-brand controlled messaging. Influencer marketing happens on a larger scale with national brands pursuing partnerships with Instagrammers and YouTubers with a large reach—but what about brands with a local focus?
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November 18, 2016

Earlier this week, we predicted which retailers and restaurants would fare best on Black Friday based on an aggregated analysis of driving behaviors on Waze. Today, we'll look at what happened over the same 24-hour period across different types of retailers. Our analysis includes retail categories with the most navigations and the time of day that people are most likely to visit each. Read on to find out the best time to beat the crowds if you are planning to shop next weekend. If you are retailer, learn when to expect the highest volumes of traffic and staff up accordingly.

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November 16, 2016

Retail stores are gearing up for the busiest shopping day of the year, and they aren't alone. We learned last week our theory that people eat leftovers on Friday was all wrong- restaurants are also seeking a spike in activity from hungry shoppers on-the-go.

But which retailers and restaurants are destined to own Black Friday this year? Any guess on who will take the lion's share of business?  We looked at navigation data from a 24 hour period in 2015 to predict who'll come out on top.

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November 14, 2016

Native advertising effectiveness is one of the biggest analytics and ROI question marks facing marketers today, and, as such, native ads are one of the fastest growing formats in online marketing. Marketing Land reports that native ad spend will rise to $53 billion by 2020. However, marketers are still searching for the right strategies to accurately measure native ad performance. Here's a closer look at what you need to know to make the most of your campaign investment.
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Cross-channel marketing is quickly becoming the norm, as more people are consuming more content across multple personal devices. This Kick Wire presentation reports that 79 percent of users (including 90 percent of millennials) move freely from device to device. It is now necessary to focus your campaign conceptualization on how to deliver a consistent, personalized brand experience to today's connected consumer. Here are four ways to improve your cross-channel campaigns.
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November 10, 2016

It's no surprise that in the days leading up to Thanksgiving, we see a huge spike in visits to grocery stores and a significant decrease in navigations to restaurants as people prepare for the big feast. This is a nationwide trend, but as we dig deeper into the data, we see that changes in dining and shopping behavior vary from city to city. In some cities, people are more likely to go out for their Thanksgiving meal, and in others, residents are more likely to stock up on groceries—and the patterns continue to shift going into Black Friday and the weekend. Wondering if your city prefers to eat in or dine out?

Read on to find out.
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November 08, 2016

Online commerce may open businesses and consumers up to a global marketplace, but location as a marketing tool hasn't become irrelevant. In fact, the opposite is true: As yet another layer of data that builds unique customer profiles, location is necessary for the personalized experiences that consumers now expect.

Hyperlocal marketing incorporates a number of strategies that leverage consumer location information to target customers more effectively and to ensure marketing campaigns are as relevant as possible. The value of going hyperlocal isn't just pie in the sky: It can help you see great ROI to then incentivize deeper investments. Here's why you should be using hyperlocal marketing and how it can increase your ROI.
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November 03, 2016

Black Friday has become one of the most important days of the year for marketers. Months of preparation lead to this critical 24-hour period, and having a strong Black Friday retail strategy more important than ever, as retailers kick off of a month-long stretch that can make or break their year. As the National Retail Federation notes, over $600 billion of all retail sales happened during the winter holidays in 2015, with back-to-school season in a distant second at $68 billion.
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November 02, 2016

The Waze Analyst team uses our wealth of data around navigation behaviors to provide brands insights unique to their industries and footprints. We know that one of the busiest navigation periods of the year in the US is during the Thanksgiving holiday. People are traveling to visit friends and relatives and taking more than one trip to the grocery store in order to prepare for the big feast. This year, we decided to dig deeper into trends around store visits, with the hope of helping customers avoid stressful shopping experiences and offering brands insights to help them better connect with consumers during this critical season.
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