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Showing posts from September 25, 2018
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With Customer 360, Salesforce brings a single customer view to its B2C side

The B2B side of Salesforce has always had a single data model of customers across the Sales Cloud, Service Cloud, Pardot and other components.But that hasn’t been the case for the B2C side, where brands themselves had to implement the platform connectors to tie together different customer records across applications for point-to-point connectivity. In the default use of the platform, a customer service agent couldn’t always  see a consumer’s previous purchases, or an email with a product offer could go out to a consumer who had recently purchased that same product.To support a unified consumer experience, Salesforce is releasing a closed pilot of Customer 360, which maps B2C customer records from Service Cloud, Marketing Cloud and Commerce Cloud into one master view. The new capability is expected to be available generally next year.Before and after, graphically. Here is Salesforce’s diagram of how its B2C components have previously handled customer profiles:And here’s how profiles wi…

Have retail email marketers finally reached the mobile tipping point?

Email marketers, take note and hold on to your inboxes. We’ve reached the long-awaited mobile tipping point. For the first time ever, half of all email-driven orders originate from smartphones, a study my company undertook in the first quarter revealed.It’s crazy to think that a decade ago most consumers didn’t even own smartphones, and those who did wouldn’t have imagined regularly purchasing from them. Today, purchasing on-the-go is easier with emails in the driver seat. But Yes Lifecycle Marketing (my company)’s analysis of 9 billion emails sent in Q1 shows that mobile is now a normal — and often preferred — commerce channel.Although this is exciting news, the work for email marketers is far from over. While smartphone and desktop orders are evenly split, desktop still drives a higher average order value (AOV), the research found. Mobile AOV remains about 40 percent lower than desktop AOV ($56 vs. $95, respectively), and this ratio has remained consistent over the last three years.…

Salesforce, Apple partner to spur mobile enterprise development

Salesforce is redesigning its iOS app as part of a strategic partnership that will provide new tools for Salesforce developers, including its first mobile SDK, and developer training to build native apps. The company plans to redesign its app in early 2019 to take advantage of new features for iOS 12.The tech giants announced the partnership on Monday. The iOS SDK will be available by the end of 2018, and an iOS app development course, hosted on Salesforce’s learning hub Trailhead, is available immediately.Just last week, Apple released iOS 12, its newest operating system, which includes substantial enhancements to its AR functionality, Siri and notifications.Why you should careMore than 150,000 businesses use Salesforce, making it the largest and most-used customer relationship management (CRM) system in the world. The partnership underscores the mobile-first shift in B2B sales and marketing technology.Apple, at least, is eager to enable voice for the enterprise, with Siri integrated…

How to use a VPN for SEO benefits

The SEO industry is growing rapidly—estimated to balloon to $79 billion by 2020. Even though you may already be doing great with SEO marketing, you should not ignore the potential benefit of a virtual private network (VPN) on SEO strategies. A VPN is a solution that helps connect two parties on the internet anonymously and using an encrypted network that is private. It is mainly used to protect your online privacy and access content that is not available in a particular zone.So, how does a VPN benefit SEO? Let’s get started.Understand local SEO using a VPNThere are many locations that a company might want to target. For example, you can be in Australia and want to target India. However, if you do a quick Google search, it will show local results from Australia—not a specific result for India that you wanted. As an SEO specialist, you may want to know what the people of India are searching for. Moreover, you would also want to know about the competition around those areas. If that’s th…

Snapchat partners with Amazon to let users shop from pictures

Snapchat is testing a new visual search tool and is partnering with Amazon to launch it. The new feature will make it possible to take a picture of a product or barcode with the Snapchat camera, and then press and hold on the camera screen to launch an Amazon product page to learn more and make a purchase.Why retail marketers should careWith this new Amazon partnership, Snapchat is giving Amazon retailers a whole new e-commerce channel without any work on their part. As long as Snapchat’s visual discovery tool can identify and find a product or bar code, a purchase can be made with a minimal number of clicks.“Simply point your Snapchat camera at a physical product or barcode, and press and hold on the camera screen to get started,” writes Snapchat on its news blog.Once the picture is taken, a user can hold down on the camera screen, and if the product or bar code can be identified, the app will display an Amazon card showing a related product page that can open in Amazon’s app or mobi…

Adobe’s new Virtual Analyst doesn’t need questions to provide answers

The best helper is the one who knows what you’re looking for before you ask.That’s the idea behind Adobe’s new Virtual Analyst in its Analytics Cloud, announced Monday. It employs the company’s Sensei artificial intelligence layer to find the “unknown unknowns,” even when the user hasn’t asked for that specific info.How it works. For instance, the company says, the Analyst might point out which audience segments in which locations at which time are buying more of specific product models, or reasons why there is an unexpected drop in online orders.With “like” and “don’t like” feedback for the recommendations, the Analyst learns over time what kind of insights are more valuable to a marketer.John Bates, director of product management at Adobe Analytics, said that only about 1 to 3 percent of all the data available to marketers is generally unlocked for insights, because of the difficulty of finding the right questions to ask.The vision for a data helper. The Virtual Analyst is Adobe’s l…

How to make a big impact with a small influencer marketing budget

Influencer marketing is so hot right now. I’ve spoken to several brands that have shared an interest in testing out influencer marketing, but they’re hesitant because they have a small budget or aren’t ready to go all-in for a strong campaign.If you are just getting started with influencer marketing, here are a few ways you can keep your costs low while still creating a big impact. Completing a campaign on a small budget will help you dip your toe in to learn what works and what doesn’t before moving on to make a larger investment.Start with your fansWhen we at Seasoned Influence surveyed 100 micro-influencers, affinity to the brand was ranked as having the highest impact on the rates they charge. To find those people with an affinity for your brand, take a look at your followers to see if there are any micro-influencers.Reach out to them and ask if they are interested in working with you or receiving some product in exchange for a post. As fans, they will likely be thrilled to work w…

Marketing Day: Facebook video Ad Breaks, a holiday sales report & Twitter fixes a bug

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:Facebook extends video Ad Breaks to 21 more countries
Sep 24, 2018 by Amy Gesenhues
Publishers and creators in Europe, Central and South America and Asia will now be able to monetize their video content with Facebook’s expansion of Ad Breaks.Learn about people-based marketing from eight experts
Sep 24, 2018 by Digital Marketing Depot
For marketers, the battleground for customers has never been so competitive, or so complicated. Consumers now interact with your brand across a dizzying number of channels, touch points and devices. Marketers must embrace a paradigm shift: They must stop targeting personas and start targeting people.Report: 2018 holiday sales to grow 15%, driven by Amazon and mobile
Sep 24, 2018 by Ginny Marvin
NetElixir expects Amazon to drive 40 percent of its customers’ online sales this holiday season.We’re hiring: Help digital…

How USA Today uses AR to promote a podcast series

A screenshot from the AR promotion for “The City.”
Augmented reality has a new job: promoting a podcast series. That’s how USA Today is using the technology, for its 10-episode podcast series “The City” that becomes available today. Employing original investigative reporting by USA Today’s podcast staff, the series chronicles the early-90s story of an illegal toxic dump in a Chicago-area minority neighborhood. The dump eventually rose to six stories and encompassed a vacant the size of 13 football fields, impacting the health and housing of the nearby residents.How the AR is used. When a user downloads the USA Today app, a link is available in The Nation section for an AR experience previewing the series. Once the user has designated a flat surface area like a table through the smartphone or tablet’s screen (iOS only for now, with Android support on the way), the interactive AR presentation shows an animated rendition of the neighborhood, the arrival of dump trucks and the growing mou…

Facebook extends video Ad Breaks to 21 more countries

Facebook is extending Ad Breaks to 21 more countries spread across Europe, Central and South America and Asia.Facebook is also rolling out a “bulk video upload” feature for approved Pages to upload multiple videos eligible for Ad Breaks ad placements.With this latest extension for Ad Breaks, more inventory becomes available for Facebook video advertisers.Facebook is expanding its Ad Breaks ad unit, a 15-second in-stream video ad, to eligible publishers and creators in 21 more countries. First launched the US, UK, Ireland, New Zealand and Australia in August, the ad units give publishers and creators a new way to monetize their content. This latest roll out to countries across Europe, Central and South America, and Asia opens up new publisher and creator Pages to video ads, expanding ad reach for Facebook advertisers.Here is the list of new countries given access to the Ad Breaks program:Europe: Belgium, Denmark, France, Germany, Netherlands, Norway, Portugal, Spain, SwedenCentral and …