A rapidly growing portion of location-based advertising spend is shifting from targeted media to behavioral targeting. This essentially means that brands are moving away from investing in location-targeted advertising and opting instead for buying pre-packaged audience segments that reflect the desired location behaviors of their prospects and customers. This strategy makes sense if the audience data is accurate … is it?
New research published in an upcoming edition of the INFORMS journal Management Science finds that an online retailer's delivery strategy is imperative to that retailer's success and can be a determinant factor as to whether consumers purchase again.
Voice search is big in marketing now. Retail is the big winner among marketing verticals benefiting from the rise in voice assistant-fueled Internet searches, but one study of retail and restaurant voice search readiness found those studied were "not prepared for voice at all."