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Showing posts from November 20, 2019
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Chatbots saved businesses $300,000 on average last year, study finds

While chatbots continue to increase user efficiencies, drive conversions and engage consumers, businesses are also reporting significant savings thanks to the technology according to findings from a recent Intercom study. Business leaders saved an average of $300,000 in 2019 from their chatbots, according to the report. Rising consumer expectations of chatbots show there is plenty of room for improvement.The study also surveyed consumers and found that 74% of consumer respondents indicated that they expect to encounter a chatbot on a website, and 87% still prefer chatting with a human instead of a bot.Why we should careChatbots are becoming more than just a common component of the marketing technology stack; the technology is forecasted to drive $112 billion in retail sales by 2023, according to an earlier study by Juniper Networks.Consumers increasingly expect some kind of chatbot accessibility when they visit a brand’s website. Organizations that incorporate chatbots into their web …

Facebook rolls out new brand safety tools for publishers, creators and advertisers

Following waves of criticism for its political ad policies, Facebook has launched a new set of tools designed to bring transparency and brand safety to the forefront. These include:Streamlining access to controls. Now, in Business Manager and Ads Manager, advertisers will be able to create blocklists, obtain delivery reports, and set inventory filters at the account-level, rather than applying it one campaign at a time.Improved delivery reports. The more robust reports allow advertisers to search by account ID or publisher without having to download it. Facebook said it will soon be adding content-level information to the delivery report.New brand safety partner. Contextual data company Zefr is Facebook’s newest safety partner, joining alongside the ranks of DoubleVerify, Integral Ad Science, and OpenSlate to help ensure the brand safety controls and tools can continue to serve advertisers’ needs.Dynamic content sets. Facebook is testing in-stream placements that use a content-level w…

Going international: How to make your WordPress site globally friendly

International expansion is an expected ambition for progressive WordPress sites and ones of similar likes. The online nature of this global reach means that the uncertainties, legal dangers, and cultural hazards are minimized. The world is at your fingertips, and the costs in reaching it successfully are minimal.The rationale for reaching out to a new audience, readership, viewership or listenership, maybe one of opportunity, exciting new prospects, high growth potential, or to escape a domestic audience that has become too saturated or competitive.With only some limitations, the internet is a global phenomenon that effectively ties us all together with invisible strings. Send a Tweet from Prague and reply to it in Illinois. Publish an eBook in Seattle and share it with your friends in Beirut. There are practically no boundaries when it comes to sharing content online.When it comes to your WordPress website, the one you’ve dedicated time, money and energy building, I expect that you w…

Digital advertising is not the dot com bubble, improper attribution is

Is advertising the “new dot com bubble” according to this intriguing article written on The Correspondent? I’ve been chewing on this question since the article came out a couple of weeks ago.Well, I’ve been chewing on variations of this question for a while, but not in the “bubble” language ascribed by Jesse Frederik and Maurits Martijn. As I ponder this assertion, I think I would like to change the original title (and premise) to the following:Original Title/Theme:The New Dot Com Bubble Is Here: It’s Called Online AdvertisingSuggested Title/Theme:The New Dot Com Bubble Has Been Expanding: It’s Called Attribution of Sales in Online AdvertisingI found myself nodding my head vigorously at much of Frederik and Martijn’s article, specifically as it called out the digital advertising community’s obsession with chasing tracked profit at the expense of incremental value and actual new customer growth.However, here is where I disagreed with the article: the authors blamed the failure of marke…

Performance marketing comes to television

There’s no denying that when it comes to user experience, television advertising is king. It’s hard to beat reaching your audience when they’re relaxing at home on the couch, ready to watch their favorite shows. The only problem is that for performance marketers, television has never been great. The term “broadcast” sums it all up — because of a lack of precise audience targeting capabilities, advertisers are forced into casting a pretty broad net. That’s great for branding and raising awareness, but it’s pretty useless when it comes to performance marketing. If you want viewers to take a specific action, like visit a website or drive them to convert, traditional television advertising has never been first choice. That’s a shame, because TV ads stick with viewers. Ad recall on television screens is 32% better than with the next closest device. Compare that with display advertising (I bet you can’t even remember the ad you saw on this very page), and there’s little debate on how effect…

What does it take to be a winning team?

Make 2020 the year you unify, empower, and cross-train your marketing team. Send them to Search Marketing Expo – SMX West – February 19-20 in San Jose for an immersive and rewarding team-building experience.The Search Engine Land experts have redesigned and reorganized the agenda into 3 lanes with no limits: SEO, SEM, and new content devoted to digital commerce marketing. Your team will divide and conquer 60+ sessions (3x more sessions than last year!) loaded with actionable tactics and proven solutions that can take your company to a new level of success.Teams that come to SMX learn about more than search… they learn about what it takes to win:Executing successful marketing campaigns requires blending different skills, experiences, and backgrounds. Attending together will equip your team with a common vocabulary and vision of success. Connecting the dots between organic and paid search, content, and cross-channel attribution will become second nature.Smart marketers never stop learni…

Snapchat’s new ad format lets advertisers extend 6-second non-skippable ads

Snap Inc., the parent company of Snapchat, has announced the launch of a new video ad format: Extended Play Commercials. The new, mid-roll ad type maintains the 6-second non-skippable format – but offers advertisers the ability to extend the runtime beyond the 6-second mark for up to three minutes.Similar to YouTube TrueView ads, with Extended Play Commercials, Snapchat users will have the option to either skip the ad after six seconds or continue to watch the full video commercial. The key difference is that Snapchat’s Extended Play Commercials will appear mid-roll, rather than pre-roll like YouTube.Why we should careThe extended ad format offers advertisers an opportunity to deliver a 6-second teaser that can then roll into a longer length commercial for viewers who may be more engaged.“Extended Play Commercials are a great option for online video and TV buyers. Heading into the holidays, this format is a powerful new way to reach our Gen Z and Millennial audience in Snapchat’s prem…