Google Attribution and Its Impact on O2O ‘Close the Loop’

The idea for Online to Offline (O2O) is twofold. First, to understand how advertising impacts sales and provide advertising attribution. Secondly, it is to “close the loop” on a sale, getting customers to register credit cards; sign up for a club or e-wallet; and/or submit reviews. Customers can be incented to give up their personal […]

MarTech Conference: ‘Beyond Advertising’ Social and Commerce Role Grows

MarTech –Marketing Technology — takes all the social and commerce developments we’ve sometimes called “Web 3.0,” and put them under one roof. It takes into account not only ads, click-throughs and promotion — AdTech — but content and experience, social and relationships, commerce and sales, data and management. What does it change? Potentially everything. During […]

What’s ‘Real’ with Place Marketing? LocalOnliner Chats with The VR/AR Association’s Nathan Pettyjohn

Can’t find the shaving can aisle at Target? Didn’t know about the 4th floor coffee bar at Nordstrom’s? Can an avatar point you towards Jimmy Choo shoes at Westfield Malls and give you some points? Want to kill time at SFO at a new Terminal 1 art exhibit? And about the shaving cream – can […]

Hearst’s Rob Barrett on The Strategic Use of Big Data

The strategic use of Big Data surely hasn’t rescued the news industry, but its smart application has given some media companies a chance to grow. At Borrell’s Local Online Advertising Conference 2017 in New York this week, McClatchy SVP of Innovation Chris Hendricks said that the use of data allowed the company to squeeze more […]

After Lull, New Investment Dollars for Loyalty

In the card-linking space, some industry leaders are shying away from describing themselves as “customer loyalty” – they want to focus more on “new revenue.” But Thanx, a four-year-old, pure-breed customer loyalty solution for national-local retailers has just secured a massive $17.1 million “B” round led by Icon Ventures, Sequoia Capital and Javelin Venture Partners. […]

Borrell LOACWest: Mobile’s Rise Pushes ‘Digital’ Over the Top

Nothing like a local research firm’s conference to get a sense of where we are with the local digital revolution. Speaking at LOAC West this week in San Francisco, Borrell Associates co-founder Gordon Borrell says that the lines of revenue between traditional and digital “are crossing right now. It will be obvious next year.” This […]

ZenReach’s Big Bet on SMB WiFi Access

Online to Offline (O2O) marketing hasn’t grown as quickly as expected, in part, because registering for it is too hard. Now, former eBayLocal head Jack Abraham is introducing ZenReach, a simpler O2O service with minimal “friction.” ZenReach is based on plain vanilla WiFi access that a network of SMBs will provide to consumers in exchange […]