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Showing posts from December 9, 2016
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Invoca embeds IBM’s Watson so call centers can better understand their customers

IBM’s Watson supercomputing service is adding yet another job skill to his resume.This week, Invoca announced that it will offer a version of its call intelligence platform that embeds Watson’s cognitive computing capability, via the Watson Speech to Text API.The companies said this is Watson’s first job in marketing-focused call intelligence, and it represents yet another instance of artificial intelligence becoming interwoven with marketing tools.[Read the full article on MarTech Today.]

via Marketing Land

PullString opens up its conversational platform for Amazon Alexa skills

In September, PullString announced the availability of its conversational computing platform for chatbots, talking dolls, and other uses.This week, the San Francisco-based company said that its platform is available to developers of skills (that is, applications) for Amazon’s intelligent voice agent, Alexa. This ability to create and publish Alexa voice-based skills points toward new ways that brands can interact via conversation.The PullString platform had been used to build the Alexa skill to accompany Amazon’s TV series, “The Grand Tour.” Previously, it was employed to create interactive conversations for the companion app to “Hello Barbie,” as well as for a Facebook Messenger-based Lt. Reyes chatbot to promote the videogame “Call of Duty.”Included in the PullString integrated development environment are a conversation authoring and debugging environment, an AI engine, text message and bot conversation support, and direct publishing to Alexa.[Read the full article on MarTech Today.…

“Power of search” keeps Google #1 with WPP; Facebook poised for #2; Snapchat gaining

Copyright by World Economic Forum/Photo by Michael Wuertenberg What keeps Google at the top of WPP’s media supplier list? “The power of search is phenomenal,” WPP chief executive Martin Sorrell said this week at the UBS Media and Communications Conference, referring to Google, the Wall Street Journal first reported. The holding company will spend about $5 billion with Google this year, up from $4 billion last year.Google has also turned YouTube into a significant asset. “Google search and YouTube video continue to be very powerful mediums, particularly in high-penetration TV markets,” Sorrell said on WPP’s third-quarter earnings call at the end of October.Sorrell said Facebook was likely to rise from WPP’s third largest media supplier to the second largest in 2017 and that WPP now spends about $70 million with Snapchat.WPP will spend $1.75 billion with Facebook this year, up from about $1 billion in 2015. Facebook is poised to bump Murdoch-controlled companies including News Corp. and …

For online retailers, second time’s the charm

Q4 is the equivalent of childbirth for online retailers. It’s a painful, stressful experience with a nine-month gestation that, in most cases, yields a brief period of euphoria followed by depression and anxiety.Much of this is due to a defective model. Some retailers make up to 30 percent of their annual sales during the frantic month between Black Friday and Christmas Day. Many of those sales come from first-time buyers who never return — in part because too many marketers fail to pursue them appropriately. It’s like immediately trying to have another baby at the expense of raising the one you just had.Granted, many marketers think they’re trying to nurture those first-time buyers. Unfortunately, their efforts consist largely of lumping first-time buyers in with everyone else in a one-size-fits-all email retargeting campaign.Given all the options available, including expanding to other marketing channels, there’s no excuse not to try every avenue to re-engage first-time buyers.As on…

Invaluable B2B marketing hacks we can learn from publishers

Over dinner a few weeks back in Austin, a few of my B2B marketing peers pointed out how much influence my days as a publisher have had on the way I approach B2B marketing.I hadn’t given it too much thought before then. However, after hearing the observations of my fellow marketers, I reflected on some of the “go-to” strategies and tactics in my current B2B marketing playbook. Indeed, I have carried many of my media company learnings into the B2B marketing world.Inspired by my colleagues, here are a few publisher strategies and hacks that I’ve seen drive significant, cumulative value for B2B marketers.1. Develop POVs on topics that matter to your audience, not just your organizationThe single biggest gift I received and have used religiously is the power of developing Points of View (POVs). In the media and publishing world, editors and publishers meet regularly to debate the biggest and most important topics to cover, to discuss what these topics mean, and to develop a clear “take” or…

When to launch holiday-themed email campaigns: A playbook for marketers

Holidays can be a cash cow for retailers. But converting holiday enthusiasm into traffic and revenue isn’t a slam dunk. Timing is everything, and if your email campaign lands in inboxes at the wrong time, it can create a disconnect with your audience.As a marketer, it’s critical to know when to launch holiday-themed email campaigns. To help you plan your own campaigns for 2017, I’ve analyzed the campaigns of three major retail brands — Target, Walmart and Toys”R”Us — to determine when they started sending emails for specific holidays in 2016.A holiday-by-holiday breakdown of email campaignsEvery brand is different. But despite the nuances of your audience(s) and product lines, you can learn a lot by understanding when some of the most successful retail brands launched their holiday campaigns in 2016.Valentine’s DayAlthough some retailers offer Presidents’ Day promotions, Valentine’s Day is the first major retail holiday of the calendar year. With the right campaign, retailers can use …

Five most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.This week, we’ve got a special on stories about advertising and mobile, with a look at mobile ad viewability from our regular mobile columnist Andy Favell, and the news that Snapchat video ads are generating less than three seconds’ viewing time on average. Over on our sister site ClickZ, Tereza Litsa took a look at how neuroscience can activate brains in a mobile world.And speaking of advertising, take our 10-minute survey to tell us how the events of 2016 affected your advertising spend, and you could win an iPad mini in time for Christmas!What is mobile ad viewability, and why does it matter?When advertisers pay for ads, they understandably want to make sure that the advertising will be seen by someone. So if an ad fails to display, is visible for barely any time or is triggered by a bot instead of a real person, the advertiser shouldn’t be charged for that impression.Mo…

A CMO’s View: For PepsiCo, MarTech is central to shaping the consumer experience

After spending more than 15 years in a number of marketing leadership roles with PepsiCo, Seth Kaufman was named CMO for the brand in October of 2015.Charged with leading the business, brand and consumer agenda for PepsiCo’s entire line of carbonated soft drinks, waters, teas, energy and ready-to-drink coffee beverages in the U.S., Kaufman says he has structured his teams to keep up with the pace of change.“Our core brand groups are focused across three dimensions – innovation and strategy, which charts the long-term brand vision; communications, which crafts the platforms and strategies that move consumer passion and behavior; and commercial, which connects with and engages consumers at the moment-of-choice, in-store.”According to Kaufman, his aim is to build diverse teams with talent from different backgrounds and expertise to foster the “most imaginative thinking” and generate the strongest results.In an interview conducted over email, Kaufman shared how his brand is using marketi…

Facebook discloses new measurement errors, continues to hone its math

Math is hard, even for Facebook. And it’s getting harder to trust Facebook’s math, even as the social network fine-tunes its calculations.For the third timesince September, Facebook is disclosing new measurement errors. The two new errors affected the reaction counts Facebook reports on Pages’ Live videos as well as the engagement figures Facebook reports for off-Facebook links; the latter link engagement metrics were recently used in investigations by BuzzFeed and The New York Times into fake news articles’ performance on Facebook.In addition to acknowledging the two new errors — of which one has been corrected and one is still being inspected — Facebook has refined a measurement marketers may reference when buying ads through the social network.None of the aforementioned metrics had any impact on how much money Facebook charges advertisers for their campaigns. But they may have informed brands’ Facebook ad-buying strategies as well as brands’, publishers’ and others’ Facebook-relate…

Discount codes: 5 ways retailers can handle their deal addiction

Discount vouchers can be a great lever to grow top line revenues and engage new customers. However, they can also become a highly addictive and dangerous drug for retailers, increasingly relied upon (with diminishing effects) as a reaction to three major challenges:Customers becoming conditioned to buy only with a discount; cannibalisation of organic sales; and a ‘pull forward’ effect with sales spiking artificially in the short term and declining post-promotion.As their usage becomes increasingly widespread, there’s a rush by retailers to understand the full extent of their economic impact on the customer journey and get smarter with how they’re deployed.Here are five strategies to make them work:Have a plan.Compelling offers that are aligned to recognisable events (Black Friday, January sales etc) can be powerful conversion levers at peak shopping times. However, if you’re focused on short term gains with heavy usage of tenuously themed codes, the chances are your customers will see…

TSMC is now Planning to Build a New Plant for Manufacturing 5nm and 3nm Chip

TSMC (Taiwan Semiconductor Manufacturing Co.) seems to be making itself future ready by building a new plant to manufacture 5nm and 3nm chips which needless to say will help get it orders for future phones. TSMC has already won an exclusive contract for the A10 chips on the iPhone 7 and it seems the new facility will help them bag more of such contracts. The brand new facility is expected to cost a staggering $16 Billion and will require 50-80 hectares of land.As of now iPhone 7 uses an A10 chip that is manufactured by using the 16nm process and it is rumored that the next iterative iPhone upgrade will make use of a 10nm process. The exclusive contract for Apple’s A10 chip is indeed a big thing for the TSMC as it was earlier expecting only two-thirds of Apple’s orders for the chip while the rest will still be manufactured by Samsung. TSMC has been at loggerheads with Samsung when it comes to the race of manufacturing smaller processors and in most of the aspects, TSMC is leading.In or…

Overcart Introduces ‘Restored’ category for Pre Owned Devices

Overcart is a reliable name when it comes to buying refurbished and unboxed handsets. The company calls themselves a re-commerce platform and now they have launched a new segment “Restored Devices” which are apparently “as-good-as-new.” The restored devices have been chosen carefully and further the devices also undergo a series of testing process and also a cosmetic retouch.Overcart assures that all the restored devices undergo a comprehensive 5-step quality screening process in order to ensure that the devices are not just fully functional but are also cosmetically appealing. With this sale Overcart wants to offer near perfect condition handsets at lower prices. All the restored devices sold on this platform will come with a six-month warranty which is facilitated through 60 centers across the country along with a 15-day hassle-free returns policy.Unlike the pre-owned devices sold across other destinations, Overcart’s restored devices come sans any cosmetic blemishes and include all…

7 Sure-Fire Human Ways To Write Engaging Emails

How many emails do you get every day?My guess is a lot.Do you know that more than 205 billion emails are sent every day?You will get a tiny fraction of that number, but frankly, even the small amount we get, we often don’t have the time to read them all.An average office employee receives 121 emails a day. Just have a look at your mailbox and you will see that you have a huge list of unread emails. According toRadicati Group Email Statistics Report: “In 2015, the number of business emails received totals 88 emails per user per day.”We usually only read emails which interest us or pique our attention. So the real question is, how many of them grab your attention?Why The Human Touch Is Important In EmailDid you know that average attention span of a human is less than a goldfish?I’m not kidding… Take a look at this surprising fact:The average attention span of an average adult is 8.25 seconds, and the average attention span of a goldfish is 9 seconds.(Static Brain)Email is the most popul…

Marketing Day: Shopping assistants, Trueview video ad updates & Instagram Stories

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Compare 9 leading predictive marketing analytics vendors in this Marketing Land report
Dec 8, 2016 by Digital Marketing Depot
Marketing Land’s “B2B Predictive Marketing Analytics Platforms: A Marketer’s Guide” examines the market for predictive marketing analytics platforms and the considerations involved in implementation. The 35-page report reviews the growing market for predictive analytics platforms, plus the latest trends, opportunities and challenges. More content, less traffic: part I
Dec 8, 2016 by Conrad Saam
It’s important to have high-quality content on your website, but columnist Conrad Saam believes that SEOs might be overdoing it. Using shopping assistants to fill your shopping carts, online
Dec 8, 2016 by Christi Olson
Columnist and Microsoftie Christi Olson discusses the company’s personal shopping assistant and provides some t…