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Showing posts from October 31, 2019

Brands on Facebook Messenger get three new features to better connect with customers

Facebook has introduced three new features for Messenger designed to help brands communicate with their customers on the platform: “icebreakers” for business profiles, updates to Click to Messenger ads, and more options for users replying to messages from a business.Icebreakers for commonly asked questions. Facebook is also rolling out “icebreaker” questions that businesses can add to their Messenger profile via the API. The feature offers users the option to click on a common FAQ — like “What are your hours today?” or “Where is your store located?” — to receive an automated response.“Icebreakers help businesses reduce friction in starting a conversation by surfacing common questions or topics of interest,” writes Facebook on its Developer blog.Facebook icebreaker feature for MessengerClick to Messenger ad update. For businesses that already have multiple Facebook apps connected to the Messenger platform, the company is making it easy to select which app they want to use for their Cli…

Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle

The proliferation of digital, content-driven devices and channels (mobile, smart TVs, social media, etc.) have reinforced a notion that consumers prefer, even expect, personalized experiences. New research says this notion may be more complicated than that.While global internet users find some types of personalization appealing, there’s no consensus on what tactic is most desirable. Further, in 2018, only 29% of users surveyed in the U.S. and Europe thought that providing more data to companies leads to better products and services, down from 31% in 2017.Personalization is nuanced by how advertisers derive their tactics and how consumers can perceive them. As we learn more about if, how and why consumers want personalization in the context of data privacy, it’s our responsibility to listen and respond accordingly. Advertisers need data and analysis to learn about consumer personalization preferences., Inc. uses browsing and purchase behavior, in part, to power its product r…

Pre-made calendar with over 300 holidays to help plan editorial content

A carefully planned content marketing strategy contains several key ingredients including an understanding of who you’re creating content for (e.g., your persona or personas), how your content will help them, and some key performance indicators to measure success.However, even the most thoughtful and well-planned content strategy can run into roadblocks without a detailed editorial plan. The editorial plan should include what categories and topics you plan to write about, how you intend to amplify your content (e.g., social media, email, etc.) and—the most important bit of all—a list of relevant, highly engaging ideas that incorporates a balance of evergreen and time-sensitive content.Event-specific content can be challenging to create with any consistency, but with some planning and foresight, it is possible to plan out your editorial calendar in advance. One way to do this is to align some of your topics with seasonal holidays, observance days, and themes. [Image source]A holiday fo…

Soapbox: Are we falling in love with technology or building what SMBs need?

Today’s world of small business-focused technology has become far too fragmented and focused on implementing technology for the sake of technology. This dynamic often yields features that don’t solve real SMB business problems or siloed solutions that fail to deliver benefits for the whole business.With this environment in mind, we’re seeing savvy, locally-focused businesses shifting their investments toward holistic SMB SaaS solutions that are designed to help grow their entire business. What is driving this shift?First, cloud solutions are allowing local businesses to easily procure SaaS solutions versus installing heavy on-premise software of yesteryear. In fact, according to our Modern Commerce Monitor report, 55 percent of SMBs utilize at least one cloud-based service on a monthly basis to manage a critical business process. However, the stakes are higher for SMBs to purchase new technology with limited time and resources, so offerings must reduce time spent on non-revenue genera…

Forrester predictions for CMO role are dire, but there is hope for current CMOs

The role of the chief marketing officer (CMO) has been increasingly scrutinized in recent years. Dozens of CMO positions have been axed from some of the world’s most recognizable brands, including McDonald’s which replaced the role with a new SVP marketing technology position. CMOs who remain will need to prepare to handle even more pressure to prove their organizational value in 2020, says a new Forrester report.In 2018 Forrester predicted a decline in Fortune 100 CMOs. Since then, organizations have started to part ways with CMOs, reallocating their responsibilities to leaders such as the CIO. 2020 is predicted to be a critical year for CMOs to deliver seamless customer experiences with their martech investments and, crucially, generate attributable revenue from those martech-enabled experiences. Why we should careThe CMO has evolved from a position focused on long-term brand-building activities to owning everything from branding and communications to martech investments, product in…

How to Deliver Effective Account-Based Marketing

Account-Based Marketing (ABM) has become the go-to approach for B2B marketers because it promises higher-quality, highly engaged leads that your sales team can more easily convert. But targeted B2B digital marketing can be expensive and inefficient if you lack the resources to properly test and optimize your campaigns, creative, copy, channels and audiences. Join Gil Allouche, CEO of, and Jason Widup, VP of Search Marketing and Operations for Workfront, as we show you how to implement successful account-based strategies with limited resources. You’ll learn how to use pre-targeting to quickly test thousands of variables in order to reach the most efficient lead generation strategy, and how artificial intelligence (AI) can improve your campaign targeting and timeliness across channels.Register today for “How to Deliver Effective ABM Using Pre-targeting & AI,” sponsored by Metadata.

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