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Showing posts from November 22, 2019
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LivePerson adds social and email to its conversational platform

Conversational marketing platform LivePerson has announced the launch of EmailConnect and SocialConnect. The solutions seek to allow brands and marketers manage customer conversations and interactions across different channels from its centralized hub.Emails, social mentions and direct messages will be accessible through the same conversational platform that LivePerson customers use to manage Apple Business Chat, WhatsApp, SMS and Facebook Messenger among other channels.Source: LivePersonSocialConnect currently supports public and private Twitter and Facebook messages and plans to add more social channels in future releases.Why we should careThe user interface of EmailConnect and SocialConnect allows users to switch between email threads to a messaging conversation, or from a Twitter mention to a direct message with one click. The ability to move a conversation to the consumer’s preferred platform delivers improved customer experiences and better results for brands, says LivePerson.Br…

6sense and Drift partner to enhance ABM processes, help users identify high-value prospects

Account-based orchestration platform 6sense announced a partnership with Drift to provide a new integration between 6sense’s Company Graph and Drift’s Intel feature. The connection will provide curated company-level website visitor data to Drift Intel. 6sense will also provide account identification capabilities to the companies’ joint customers.Why we should careThe more integrations, the better — right? Passing account-level data between platforms to create a full picture of accounts — and the customers who are part of them — could enable B2B marketers and sales users to identify key opportunities, red-flag accounts and more effectively communicate with key players.Drift’s conversational marketing platform helps users streamline the buying process. The addition of 6sense’s Company Graph data will allow Drift Intel customers to identify high-value prospects and enables them to engage them with targeted,  personalized messages.“As traditional marketing tactics like web forms and email…

Long tail keywords: Why they matter so much in content strategy

If you work in digital marketing, you’ve probably heard the phrase “longtail keyword”. You might also know there’s some debate around what it actually means.Many believe keywords that are longtail mean they have a lot of words in them. It’s the difference between “swimming pools” and “swimming pool installation in Boca Raton, FL”, the latter being considered the longtail. However, the length of the keyword isn’t necessarily what we’re referring to when we say “longtail”. In reality, long tail keywords just have to be extremely specific – it just so happens that longer keywords tend to also be more specific (hence the confusion around the definition).But why do we care?Because longtail keywords are so specific, fewer people tend to search for those particular keywords, which might deter some people from trying to rank for them, because they consider it a waste of time.But, this is where the opportunity lies. Longtail keywords tend to not be as competitive because of their low volume, s…

Paid search trends to watch for the 2019 holiday shopping season

The holidays are here! That means search marketers everywhere are putting the finishing touches on strategies to make the most out of the next few weeks, the most important stretch of sales for many businesses.However, don’t go into the holiday shopping season without reading up on these key trends which might help wrap up your strategy a little bit tighter.Google Shopping will likely be the star of retailIt should be absolutely no surprise to retailers that Google Shopping is incredibly important to paid search success, and I’ve written about its rise manytimes over the years. This continues to be the case today, as Google Shopping accounted for 48% of all Google search spend in Q3 2019 for Tinuiti (my employer) retail advertisers. Advertisers should once again prepare for Shopping to play a key role during the winter holidays this year.However, this Q4 and the months that follow will be an important time for both Google and advertisers in determining just how long Google Shopping ca…

Email marketing: Essential content elements

As we’ve been exploring the Periodic Table of Email Optimization and Deliverability in recent weeks, we’ve looked at Permission, Trust, Infrastructure and Audience. This time, we will go into another critical set of elements — those involving Content.First and foremost, in this age of smartphones and tablets, it’s critical that your emails are designed in such a way that they are Responsive (Rd) – so they are optimized to look good on a wide variety of devices and in many different email clients. You can choose to send emails in HTML or in plain text, depending on the Structure (St) that you prefer or the purpose of the email. For example, you might choose plain text for a Transactional (Tr) email, one sent to confirm an online order or provide shipping information or otherwise facilitate an agreed upon transaction.   Whatever format you choose, you’ll want to carefully craft your Subject Line (Sj), the introduction that tells the recipient about the intent of the message and encourag…

Gmail app adds AMP for Email support for Android and iOS

Google has announced that the Gmail app for Android and iOS will be rolling out support for AMP for Email, the dynamic content feature that allows users to interact directly within emails. The update is available to all G Suite editions and will be set to “on” by default. Users viewing emails through a third-party app will receive a static version of the email.Why we should careServing dynamic emails allows marketers to extend the lifetime of their brands’ emails. Marketers who take advantage of AMP for Email can keep their customers up-to-date without sending redundant emails by including dynamic content like the status of an e-commerce order. It also allows recipients to take actions such as unsubscribing without having to leave the body of the email.Source: G Suite Updates Earlier this year, Google announced that it would be adding support for dynamic emails in Gmail on the web.  With the Gmail app now supporting dynamic content, marketers have the opportunity to deliver engaging mo…

Facebook to pull location from ad set when creating new Lookalike audiences

Facebook is testing the removal of the location field that advertisers use to create Lookealike audiences –  Facebook’s tool for reaching new audiences based on how they compare to existing customers. In the test, Lookalike audiences use locations from ad sets – eliminating one extra step in the targeting setup process.The update, which appears to still be either in beta or rolling out, was spotted by Duane Brown, who heads digital agency Take Some Risk, this week.What to know about the update. When creating new lookalike lists, advertisers will see a notification stating that lookalike audiences now use the locations from your ad sets. Facebook will make copies of existing lookalikes with the locations removed to use in future campaigns. Active campaigns with previously created lookalike audiences will continue to run as normal.A notice about the feature spotted by Duane Brown in Facebook Ads Manager.Why we should care. For brands that target audiences across multiple geographic loca…

Sprinklr rolls out monster-size list of updates with Microsoft Dynamics 365, Trustpilot integrations

Sprinklr, the once-upon-a-time social media listening and management tool that now bills itself as a customer experience platform, has released its latest list of fall product updates. The company says it is rolling out more than 400 new features, with updates across multiple product lines. There are new integrations with Microsoft Dynamics 365 and Trustpilot, a “Smart Compliance” content review feature, a comprehensive planning tool for editorial calendars and more.The latest integrations. Two major platform integrations announced by Sprinklr include Microsoft Dynamics 365 and Trustpilot. The Microsoft Dynamics 365 Connector that is now available across all of Sprinklr’s family of “Modern” products — marketing, advertising, research, care and engagement solutions — allows users to engage with their customers via social and messaging platforms within the Microsoft Dynamics 365 environment. “Or, social care teams can work within the Sprinklr platform and take advantage of seamless, bi-…