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Showing posts from May 1, 2019
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Data, Data Everywhere — But Where are the Campaign Insights?

Marketers continue to be inundated from all sides about artificial intelligence (AI) and machine learning. But what good is it when your campaign data exists in silos and you can’t see the “big picture” to actually understand your customer engagement better and improve your marketing campaign results?It’s now time to capitalize on the real gains AI and machine learning (ML) can provide to unify, anticipate and activate the cross-channel insights that are hidden within your customer journeys.Join our martech and data insights experts as they show you how to use AI and ML to drive pipeline and revenue growth. You’ll learn techniques to better plan, manage and execute your digital campaigns.Register today for “Data, Data Everywhere — But Where are the Campaign Insights?” produced by Digital Marketing Depot and sponsored by conDati.The post Data, Data Everywhere — But Where are the Campaign Insights? appeared first on Marketing Land.

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Brands take heed: Facebook is putting Groups at the center of its app

Facebook CEO Mark Zuckerberg said Facebook is making communities on the platform as central as friend connections, putting Groups at the center of the app.“Groups are at the heart of the experience,” said Zuckerberg during his keynote to kick-off the F8 Developers Conference. With communities becoming a central focus on the app, Groups will be crucial for brands in search of more organic engagement with followers.Updates to the Groups platform. As part of Facebook’s overhaul to bring Groups to the center of the app, the company announced new updates to the platform. To start, the Facebook redesigned the Groups tab so it’s easier to find. When a user opens the Groups tab, they’ll see a personalized feed of activity from the Groups they belong to and a new discovery tool that will recommend Groups based on the user’s interest.Facebook is also inserting Group recommendations in other areas of the app, including Marketplace, Today In, the Gaming tab and Facebook Watch. There will be new f…

Tips to lower brand CPC for greater profitability

In the realm of digital marketing, brand ownership means everything. It’s safe to say that nearly all search advertisers see the vast majority of their traffic and revenue come from their branded initiatives.Put simply, branded (search engine marketing) SEM is something advertisers need to fully own and focus on optimizing. With that being said, one of the biggest challenges within the brand space is optimizing spend as efficiently and effectively as possible, in relation to CPC (cost per click) levels.Knowing that branded campaigns are so important for paid search, many advertisers opt to max out their keyword CPC bids. This means that the CPC headroom, or monetary gap between your max CPC bid and your keyword’s average CPC, will be much larger than needed.In their minds, this ensures that they are capturing the maximum amount of traffic without sacrificing brand real estate. Although the theory behind that approach is technically accurate, these individuals are not being nearly as e…

Facebook Messenger to get new lead gen templates, appointment booking

Messenger’s new lead gen template. Messenger is rolling out two new features for businesses: lead generation templates and an appointment booking interface that will integrate with calendar platforms. The new tools were launched during Facebook’s F8 Developers Conference that kicked-off on Tuesday.The lead gen templates are housed directly in Facebook’s Ads Manager platform. Businesses will be able to create an automated question and answer flow that will be delivered via Messenger when someone clicks on a News Feed ad offering a chat option. The booking feature involves an interface within the Messenger Platform API and can be integrated with calendar systems so that customers can see a business’s availability and book their appointment based on open time slots.Why we should careBoth new features offer brands the opportunity to close the communication gap with potential customers, giving them a personalized experience via Messenger. Facebook reports General Motors was able to generate…

Instagram’s new Shopping from Creators gives influencers access to Checkout for in-app purchases

Instagram is rolling out a new Shopping from Creators feature that gives influencers the ability to tag brands they’re wearing in posts that can lead to a checkout page where users can purchase tagged items right within the app. The feature will be available to a small group of individuals, fashion retailers and media brands over the coming weeks, including the Kardashian sisters, Gigi Hadid, Vogue, GQ, Hypebeast and Refinery29.Creators will only be able to tag items from brands that are part of Instagram’s Checkout beta that launched in March. Both creators and brands will receive analytics on the shoppable posts. The new feature was announced at the company’s F8 developer conference Tuesday.Why we should careThis is part of Instagram’s social commerce efforts to reduce the number of steps it takes from discovering a product on the platform to purchasing. It will also add incentive for fashion brands, in particular, that want to participate in Instagram Checkout.“The ease of transact…

WhatsApp future vision: ‘Private commerce’ and payments

Today at Facebook’s F8 developer conference, CEO Mark Zuckerberg made a series of announcements tied to the company’s future vision of more privacy channels for users. He also announced a significant redesign of the Facebook site and app.WhatsApp Product Catalog. As part of a broader discussion of private messaging, Zuckerberg introduced the WhatsApp Business Catalog. This will be a way for small businesses to showcase products to users interacting with them on WhatsApp. A screenshot was leaked online not quite a year ago that pointed to such an offering.Facebook has been building out business-friendly features in WhatsApp, including the coming introduction of ads. Launched in early 2018, WhatsApp business is primarily directed toward small business owners.Businesses will be able to upload images and descriptions of products, though there were few details beyond the announcement itself. Conspicuously absent was any discussion of whether those products might be sold directly through th…

How connected are you to your brand’s customer service?

My last post here generated some great conversations with readers, especially among people who wanted to go deeper into the concept of marketing-as-service and how to make that happen even while you’re dealing with the realities of business life.This recurring conversation centered on one key point: Service is something we marketers have to have at the core of our lives, professional practice and skill sets. It should be the first thing you pull out of your marketing toolbox.What I also heard from marketers boiled down to this question: “I get that, but how do I get in touch with the service component at my company? I don’t know where to start because everybody is going off in different directions.”That’s a great point. You begin by looking at your company and thinking about everybody who has a hand in serving your customers. It begins at the top with your CEO, your founders, your CMO, then looks at  your web and customer support team, other people in marketing and sales and anyone el…

Here’s what you missed at MarTech

Earlier this month, nearly two thousand senior-level marketers gathered in San Jose for MarTech®. It was three days packed with learning and networking — strategies and solutions.Couldn’t make it to the show? Fear not. I’ve compiled a list of top-notch event coverage on everything from the illuminating keynotes to the Stackie Awards.Catch up on what you may have missed and get a sense of what’s in store for the next MarTech event, happening September 16-18 in Boston:5 MarTech takeaways: teams, product management, decentralization, marketing leadership, IT governanceMissed the MarTech keynote? Here’s a recreation for youMarketing Technology Landscape Supergraphic (2019): Martech 5000 (actually 7,040)48 marketing stacks beautifully illustrated for the 2019 MarTech Stackies: Marketing Stack AwardsMarketing Technology and Operations Salary Survey 2019 results (free report)The New Omnichannel Stack Reference Model from Real Story Group2019 Stackie Awards: Meet the winners and behold their …