Street Fight Happenings

Street Fight’s August Theme: The Next Normal

As we roll into August, it’s time to establish Street Fight’s monthly editorial focus. After our standard ritual (no animals harmed), we’ve settled on “The Next Normal.” Forced to adopt new technologies just to survive, some local businesses have experienced a decade of evolution in just a few months.

So the question is, how will newly elevated local businesses transform the local commerce landscape? If a large share of the local business universe has raised its game, what will be the new “bar” in local media, advertising, and commerce? How should tech providers adjust to new demand signals?

Street Fight’s July Theme: Targeting Location

After huddling with the editorial team about our July theme, we all agreed that it could be time to mix it up a bit. So we’re returning to a meat-and-potatoes theme in our lineup: Targeting Location. This will allow us to talk about something else while acknowledging Covid-19’s still rampant status.

What do we mean by “Targeting Location?” A central issue for location-based media and commerce, this is the moving target of how to pinpoint and optimize strategies around device location. It includes topics like location-targeted ads, building audience profiles, attribution, paid search, and location data strategies.

Street Fight’s June Theme: Retail Recovery

As the country starts to re-open and recover (some places more quickly than others), we’ll shift our focus to cover specifically how that’s happening. And what better vertical to represent local business recovery than retail? It will be a leading indicator for several other local commerce verticals.

So we introduce our June editorial theme: Retail Recovery. The goal: to chronicle the steps local businesses are taking to reemerge from locked doors and empty streets. Who’s doing what, and what can we learn from them? By “them” we mean businesses and the tech providers that support them.

Theme of the Month: Targeting Location

Who Benefits from the Surging Interest in Contactless Payments?

More than half (51%) of Americans are now using some form of contactless payment. Consumers are most likely to use contactless cards for buying essentials at grocery stores and pharmacies, where 50% of consumers say they worry about the cleanliness of signature touchpads.

Consumers in the U.S. have historically been slower to adopt contactless payments, and that’s something that is tied to a lack of merchant adoption, says Rob Fagnani, vice president of strategy at Formation.ai.

Heard on the Street, Episode 55: Location Intelligence’s New Normal

Location intelligence is expanding beyond its well-known uses for advertising (ad targeting, attribution, etc.), supporting enterprises in a number of other ways. That includes supply chain management as well as decisions about where to open another store location.

All of the above applications of location intelligence are fueling UberMedia, our latest guest on Street Fight’s Heard on the Street podcast. UberMedia CEO Gladys Kong says that this expansion of location data’s utility was already underway but has accelerated in the Covid era.

Tapad, Reveal Mobile Partner to ‘Make Attribution Make Sense’

Household targeting was possible before the pandemic, but it has become even more necessary for brands since shelter-in-place orders began this spring. With more people living together, and spending more time together inside their homes, having the ability to target multiple members of the same household has become more valuable for marketers.

“The pandemic has caused people to spend a lot more time at home. That means more time spent with shared devices,” Tapad COO Mark Connon says. ”Brands need to have a better understanding of who is using what device and when, despite these shifting behaviors, in order to make their engagements count.”

Latest Posts

Marketers, Don’t Stress About Zero-Click Search Just Yet

Did you know that over 50% of Google searches performed do not result in a click? Did you know that Google is continuing to expand the number of queries to which they are applying zero-click SERP features?

Did you know that it’s not something that you should be too worried about yet? 

“Wait… But it’s taking away search opportunities from my website!” 

That depends on how you are defining search opportunities, so let’s jump to it. 

Who Benefits from the Surging Interest in Contactless Payments?

More than half (51%) of Americans are now using some form of contactless payment. Consumers are most likely to use contactless cards for buying essentials at grocery stores and pharmacies, where 50% of consumers say they worry about the cleanliness of signature touchpads.

Consumers in the U.S. have historically been slower to adopt contactless payments, and that’s something that is tied to a lack of merchant adoption, says Rob Fagnani, vice president of strategy at Formation.ai.

Heard on the Street, Episode 55: Location Intelligence’s New Normal

Location intelligence is expanding beyond its well-known uses for advertising (ad targeting, attribution, etc.), supporting enterprises in a number of other ways. That includes supply chain management as well as decisions about where to open another store location.

All of the above applications of location intelligence are fueling UberMedia, our latest guest on Street Fight’s Heard on the Street podcast. UberMedia CEO Gladys Kong says that this expansion of location data’s utility was already underway but has accelerated in the Covid era.

How Location Intelligence Benefits Businesses During Covid-19

The pandemic has changed the way businesses function, and while a lot of purchasing has moved online, many physical locations remain. Location intelligence is one factor that can help businesses perform better. Its uses include supply and inventory updates, supply-chain improvements, sales and marketing optimization, and monitoring for increased safety.

Tapad, Reveal Mobile Partner to ‘Make Attribution Make Sense’

Household targeting was possible before the pandemic, but it has become even more necessary for brands since shelter-in-place orders began this spring. With more people living together, and spending more time together inside their homes, having the ability to target multiple members of the same household has become more valuable for marketers.

“The pandemic has caused people to spend a lot more time at home. That means more time spent with shared devices,” Tapad COO Mark Connon says. ”Brands need to have a better understanding of who is using what device and when, despite these shifting behaviors, in order to make their engagements count.”

Contactless Convenience Is the Next Normal

SYKES for FinTech recently conducted a survey to assess new consumer trends and discover how Americans view the next normal. SYKES polled 3,000 adults about their experiences with contactless financial technology (FinTech), like mobile banking, as well as touch-free purchasing, curbside pickup, delivery services, and other contactless customer experiences. The survey responses offer insights into the marketplace of tomorrow.  

Yes, Brands Can Boycott Facebook — and Still Work with Influencers

While you want to be safe, pausing your Influencer campaign altogether right now might not be the right move. Yes, even if you are boycotting Facebook, you can still work with Influencers. 

In fact, brands need to work with influencers in order to maintain a social and online presence and remain top of mind for consumers. This is especially critical now as mobile and social media consumption is up and online shopping is increasing, while budgets are up in the air and the election year crowds the marketplace.

Street Fight’s August Theme: The Next Normal

As we roll into August, it’s time to establish Street Fight’s monthly editorial focus. After our standard ritual (no animals harmed), we’ve settled on “The Next Normal.” Forced to adopt new technologies just to survive, some local businesses have experienced a decade of evolution in just a few months.

So the question is, how will newly elevated local businesses transform the local commerce landscape? If a large share of the local business universe has raised its game, what will be the new “bar” in local media, advertising, and commerce? How should tech providers adjust to new demand signals?

Location Weekly: Walmart’s Grocery Partnership with Yahoo Mail

In this episode of Location Weekly, the Location-Based Marketing Association covers Walmart partnering to let people buy groceries through Yahoo Mail, Iceland’s Airport using sensors and AI to streamline passenger flow, a project between Trident and Instagram that can get you to the Grammy’s, and MUJI taking their products to the mountains.

Why You Need to Build a Data Governance Team Right Now

In today’s climate in which consumer and regulatory expectations change so quickly, data governance is increasingly becoming a necessary function for all businesses leveraging consumer data.

GDPR, CCPA, and future state and federal privacy laws force brands, agencies, tech vendors, and data providers to either comply or face fines and other legal action. Without a data governance team to operationalize and manage their consumer data assets, they put themselves at extreme risk of losing competitive advantage or of being put out of business altogether.