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Showing posts from June 14, 2018
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Using push notifications for mobile app retention

For mobile marketers, the stakes have never been higher. Apps are continuing to lose more and more users. How is this happening?And more importantly, how can we make it stop?Let’s face it, not every app can be Snapchat or Instagram, and even the largest iPhone or Android device isn’t big enough to house even a fraction of the millions of apps that exist in the leading app stores alone.Ultimately, people will pick and choose and keep only the apps that are the most important and valuable to them.Something that’s often not taken into account is just how fickle users are. In fact, 21 percent of people will only use an app once, and 71 percent of them will churn within 90 days.So, how exactly do you hold onto users who are abandoning your mobile app? One way that might be overlooked is by using push notifications.Push notificationsPush notifications are the bread and butter of many mobile app marketing strategies, and they can be incredibly effective if used correctly.The good news for ma…

Report: Microsoft seeks to help retailers compete with Amazon Go

Amazon’s Go checkout-free grocery concept store proved immediately popular, with the retailer saying it would open more stores in the US. While it’s not clear how disruptive to the grocery or broader retail industry Amazon Go might become, Microsoft apparently wants to help traditional retailers proactively compete.Reuters reported earlier today that Microsoft is developing systems and technology “that would eliminate cashiers and checkout lines from stores.” The company is reportedly in discussions with Walmart.While it’s not clear how far along Microsoft is with the proposed technology, the company has been circling the space for years. Roughly 10 years ago, Microsoft developed a smart shopping cart and tested it with a grocery partner on the US East Coast. But the project never rolled out or went beyond a limited test.Microsoft has a massive cloud business, and helping retailers better compete with Amazon’s checkout-free concept could pay dividends in multiple ways. The Microsoft a…

Hey, email marketers — Take the load off and embrace automation

As email marketers continue to find themselves busier than ever with increasing responsibilities and competing priorities, efficiency is becoming a lifeline for many of them.More and more, automation is proving to be the email marketer’s knight in shining armor. It’s an efficient and systematic way of sending promotional and transactional emails without having to actually press a “send” button.  That’s almost like setting up automatic payments for credit cards and your mountain of bills.Sending automated emails ensures you’re not missing fleeting opportunities, provides more relevant and personalized content to your users and — most importantly — saves you heaps of time.Email automation, thy name is efficiencyEmail automation goes by many names: nurture, drip, triggered messages and so on. Whatever term you use to define marketing automation, one thing is clear: It’s about doing more with less and driving outcomes and long-term strategies to improve customer lifetime value (LTV).In th…

Salesforce adds Interaction Studio, integration with Google Analytics 360

Salesforce is out today with new features for its Marketing, Commerce and Service Clouds that more tightly connect customer interactions across clouds.Unveiled on Wednesday at the company’s Connections event in Chicago, they include:A Marketing Cloud integration with Google Analytics 360, which will be available as a beta next month. Following the announcement last November of a global strategic partnership between the two companies, this is a resulting product. The integration allows marketers to create aggregated audiences in Analytics 360 and then direct campaigns toward them in Marketing Cloud. Going the other way, campaign data from Marketing Cloud can now be used inside of Analytics 360, based on responses — such as purchases — to the campaigns. Marketing Cloud Chief Strategy Officer Jon Suarez-Davis told me that this is Google Analytics 360’s first full integration with a major marketing platform, combining data from the two platforms into a single dashboard. As a result, he sa…

Snapchat’s new Snap Kit app developer platform designed to safeguard user privacy

Snapchat is launching a new developer platform called Snap Kit for app integrations. The platform includes four integration options — Creative Kit, Login Kit, Bitmoji Kit and Story Kit — and has been designed, according to Snapchat, to prioritize user privacy and security.“Snap Kit will help Snapchatters tap into the best parts of other apps they love — and help those apps integrate some of Snapchat’s experiences into their products, while ensuring users’ account information is kept secure, and private,” says a Snap spokesperson.Snap Kit integration optionsThe four integration options cover specific features of Snapchat, from the stickers and filters used with the Snapchat camera to login processes, Bitmojis and Snapchat Stories. The Creative Kit option allows app developers to add their own stickers, Filters, links and more to the Snapchat camera. The Login Kit, according to the company, will make it easier for users to log into other apps with their Snapchat login (including their B…

Placed launches TV screen-to-store offline attribution

Location analytics platform Placed (owned by Snap) is introducing TV-to-offline store measurement as part of its broader “Placed Attribution” suite. The new product involves a partnership with Inscape (owned by Vizio) and Kantar.Last year, Vizio agreed to pay a more than $2 million fine for “deceptive” and unauthorized capture of customers’ TV viewing habits. The company uses a technology called Automatic Content Recognition (ACR). Vizio then sold customer viewing data, appended with other audience information, to third parties for measurement and ad targeting purposes.Placed CEO David Shim says, as a result of the FTC investigation and settlement, Vizio’s Inscape now has a highly transparent opt-in process that happens when a new user is brought online. The company itself claims to offer “the cleanest data in the market.” And the entire Vizio customer data set is now “100 percent opt-in.”Shim says that Inscape’s audience is larger than anything comparable in the market, at 8 million …

Google’s ‘More Results’ button: a search marketer’s POV

I have written extensively about how Google is continually making its SERPs richer, more feature-led, and increasingly intuitive.Of course this is happening on desktop, but how the SERPs are being displayed across mobile devices deserves special attention from marketers. It’s a space that presents its own challenges and opportunities. It is also highly competitive and evolving in a unique way.One such change to Google’s mobile SERPs in recent months is the launch of its ‘More Results’ button (MR). I spoke to Adthena’s Ashley Fletcher about the MR tweak, his reaction to it, and how he sees mobile search changing throughout 2018 and beyond.Competitive intelligenceFletcher’s interest in the evolving landscape of the SERPs goes back 13 years to when SEO was in its infancy. Since then, he has worked within agencies, on the client side at Criteo and Beatthatquote, at Google itself (launching its insurance comparison tools in the US and UK), and now at Adthena as VP of marketing.Adthena spec…

Facebook updates Custom Audience list requirements to create more ad transparency

Facebook is making changes to the way advertisers manage their Custom Audience lists to give users more transparency about why they see the ads that are displayed in their News Feed.Beginning July 2, advertisers will have to specify the origin of the audience’s information when uploading a Custom Audience list (the contact lists advertisers upload to Facebook in order to target ads).“When uploading a customer file, advertisers will need to indicate whether the information was collected directly from people, provided by partners, or a combination of the two,” writes Facebook.This new requirement will allow users to view more specific information around why an ad is displayed in their News Feed. When a user clicks on the “Why am I seeing this?” in an ad’s drop-down menu, they will be able to see the source behind the Custom Audience list information — and if the advertiser reached them via their phone number or email address.Not only will advertisers now be required to specify where the…