#404 Last-Mile Advertising: Alex Nocifera on Disrupting AdTech & MarTech for Local Brand Success

The CTO Show with Mehmet Gonullu

In this episode of The CTO Show with Mehmet, we sit down with Alex Nocifera, a serial entrepreneur and the founder of Loma. Alex shares his insights on disrupting both AdTech and MarTech to enhance local brand engagement. With over two decades of experience in retail marketing, Alex has a deep understanding of the evolving dynamics in the advertising and marketing landscape. He discusses how his company, Loma, addresses the unique challenges faced by marketers, particularly those managing multiple storefronts.

Throughout the conversation, Alex dives into the concept of “last-mile advertising,” emphasizing how brands can break through today’s digital noise to deliver more personalized and effective marketing. He highlights three core elements of impactful marketing—frequency, diversification, and context—explaining how each plays a crucial role in driving consumer behavior at the local level. Alex also delves into how data-driven insights and real-time measurement can help brands optimize their ad spend and achieve better returns.

Additionally, Alex shares valuable lessons from his entrepreneurial journey, including navigating venture capital and understanding when and how to scale. As a veteran in building venture-backed companies, he offers advice to founders on deciding between bootstrapping and raising external funds, as well as how to maintain operational discipline while working with major enterprises.

If you’re interested in innovative marketing strategies, the complexities of multi-location campaigns, or the future of retail advertising, this episode is packed with insights. Don’t miss Alex’s story about building Loma and the company’s plans for scaling its reach beyond the U.S. market.

More about Alex:

LOMA is Alex’s 4th venture-capital-financed technology company helping multi-unit, enterprise brands drive last-mile results with over 30,000 branded stores acquired as customers, including brands such as Starbucks, Ace Hardware, Walmart, Panera Bread and more.

Alex’s 20 years of experience is all about driving last-mile success into storefronts by activating timely, locally relevant advertising.

https://www.lomaplatform.com/

https://www.linkedin.com/in/alexnocifera/

00:00 Welcome and Guest Introduction

01:19 Alex Nocifera's Background and Entrepreneurial Journey

02:43 The Birth of Loma: Addressing Market Challenges

06:22 Evolution of Marketing and Advertising Technology

11:50 The Concept of Last Mile Advertising

20:26 Data-Driven Marketing Strategies

22:32 Understanding Sales and Ticket Averages

22:41 Behavioral Change and Measurement

24:08 The Unique Approach of Loma

25:31 Personalization in Advertising

29:00 Challenges with Large Enterprises

34:16 The Entrepreneurial Journey

44:14 Final Thoughts and Contact Information