10 Things To Know About Online-To-Offline Marketing This Week
All the location news this week, from how to rank in voice search results to PSFK on the 'future of retail.'
GeoMarketing’s Link Picks of the Week:
- Retail game-changers: Millennial and Gen Z shoppers are brick-and-mortar’s essential future — Davor Sutija, Marketing Land
- Uber brings five-star rating system to UberEATS app— Megan Rose Dickey, TechCrunch
- Uber’s ‘flying cars’ could arrive in LA by 2020 — and here’s what it’ll be like to ride one — Andrew J. Hawkins, The Verge
- Amazon’s Alexa chief: You’ll have 20-minute chats with Alexa one day— JP Mangalindan, Yahoo Finance
- What Google and Salesforce’s Shared Data Play Means for Marketers— Lauren Johnson, Adweek
Top Stories of the Week:
“In the brandless experience, a brand which is trying to optimize themselves for a search engine queries, names itself based on what it’s expecting people to ask for, whether through Alexa or through Google itself,” says PSFK’s Piers Fawkes.
The demographic also prefers to research online and then pick up products in stores, rather than completing the entire transaction online.
Walmart-owned Jet is taking New York with an out of home campaign starting with its a branded Metrocard.
2. Hilton’s Melissa Walner: To Rank In Voice Search Results, Craft Content That Answers Specific Questions
Brands must start by understanding not just what their customers are searching for, but the intent behind their queries, Walner said.
“For voice and chat, you have to have the data to handle real-world interaction,” says Yelp COO Jed Nachman, speaking with Yext’s Jim Steele at Yext Onward.