Tag Archives: Marketing
Ahead of the Super Bowl in 2017, Domino’s Pizza took a step into the future by enlisting their first chatbot as a PR tool. Their decision to take advantage of their active Messenger users, with a focus on the experience over the ROI, was a smart and innovative move – and exactly what we are going to talk about today.
Money Makes the Product Launch
As much as I hate to be the one to tell you this, it costs to play today. Product launching is not a fast return on investment, at least not in the way most launchers think, and there is going to be an investment first, no matter what. But there are things you can do to make the most of those dollars, especially when it comes to teaming up your marketing with the latest technology. While I was in Hong Kong giving a speech, marketing veteran Michelle Barnum Smith blew me away with her knowledge and expertise. I knew she would be the perfect person to bring you everything you need to know about leveraging chatbots as a marketing tool, and the power in Facebook messenger. My disclaimer: I’m not a huge Facebook fan and I really don’t love Messenger, but the stats are undeniable.
Getting Intimate with Chatbots
Bots are really just a computer program that can automate certain tasks for a business, in a conversational manner, allowing businesses to reach customers more plus faster than ever before, with low cost impact and without removing the “human” element. It’s basically automated marketing, that isn’t a boring or bothersome email, and meets the consumer right where they already are. The bottom line is this: Any business can use Facebook Messenger, especially for eCommerce whether you’re selling direct or you’re selling through Amazon. It’s a massive opportunity to be able to use Messenger marketing for your business.
Read This Twice: Don’t Put Your Audience Last
“For so many sellers, building a list or having a launch audience becomes something that they think of down the road instead of being part of the core.” Marketing changes constantly; it’s always new, adapting, and growing and product launchers need to be thinking about that as part of their launch strategy, not something that comes after. One of the things we do at Product Launch Hazzards is focus on a strategy that builds the audience first:
For example, if I want to make and build this innovative, cool juicer blender, I would go find a juicer and a blender that already exists and sell that first.
I would build that audience while developing on my end, so my product development process is being supported, and I’m getting real time feedback on what works and what doesn’t.
I would consistently work to build conversations and connections with that community, because those are my “right people” and I would leverage that with future product launches.
Once I have this audience, just like an email list that I have access to, I can also use that platform to bring value and educate. Not just to constantly sell, but to offer juice recipes, eBooks, blog posts, podcasts, and anything else that is relevant to my community of juicers.
What’s Different About Facebook?
First, let’s talk numbers, because there is a really significant shift here. For your traditional email list, you could never have success with a list that sits around two thousand. In fact, due to the twenty percent open rate, you would need ten times that minimum at the very least. On Facebook, right now, there is a ninety percent average open rate.
Employing Great Marketing Practices
Barnum Smith pointed out her frustrations with email marketing and also pointed out what Facebook is doing to prevent the same tactics from funneling onto their platform. “I subscribed to Bath & Body Works because I like their deals, but I cannot handle how many emails they send me. They send five emails a day. They have to do that because I might only open one every ten days. Facebook’s trying to prevent that level of spamming on their platform. They want to make sure that it’s protected as an engagement platform, so users don’t disengage from their Messenger.”
One Billion Strong
Facebook has over a billion users just on Messenger. And with Messenger, because it has way more of a social and engagement focus, most people still have their notifications open and they want to know when they get a message.
There’s an average read time of three seconds.
Messenger is the biggest chat platform, aside from WeChat in China.
“The reality is that with your content on social media platforms like Facebook, the algorithm will only feed your story to their newsfeed two to five percent of the time organically. If you boost a post, it goes up to fifteen to twenty percent. If you get somebody as a Messenger subscriber, they will see your content one hundred percent of the time.”
Avoid These Chatbot Mistakes
A lot of Barnum Smith’s expertise comes in handy for clients when she is helping them understand what not to do. You don’t want to be banned from Messenger because you didn’t know the rules to play by, so let’s do a quick overview.
Do not spam. I mentioned this above, but as a reminder: if it feels more like harassment and less conversational, you’re doing it wrong. Be intentional and aware of each point of contact.
Focus on value. Chatbots are a tool you can leverage to add value to the lives of your followers and lists. Keep that at the center of everything you are doing. Marketing can get into some gray territories if you aren’t focused on adding value and transparency.
Avoid lengthy stories. That’s what email is for. Messenger is the quick and dirty, the nitty gritty – “We’ve got a new post up, check it out”.
Let them go easy. Permission marketing is a concept I really like. Make it easy for people to opt out of your notifications and sharing. If they don’t want to be there, you don’t want them there anyway. Make it easy for people to unsubscribe so they don’t block or delete your conversations because then Facebook will flag those. You get too many of those and you get banned.
Chatbots are going to be a massive piece of the marketing puzzle in the near future. Launchers tend to steer clear of Facebook Ads and Messenger, and if this is you- you’re leaving a lot on the table. If you can’t seem to make the leap, go to an expert like Barnum Smith and take advantage of the hands-on help. No matter which way you get there, you need to get there. With a ninety percent click through and open rate, you can’t afford to not have a Chatbot working for you.
In response to mounting criticism from consumers, citizens, and lawmakers, Facebook is pursuing a public relations blitz. The media giant wants to change people’s perceptions about how it is handling the scourge of misinformation and concomitant threat to elections presented by its websites and apps.
Enter the “war room.” Facebook invited journalists from a number of publications—Fortune included—to visit a cramped conference room on the company’s Menlo Park campus inside which a squad of 20-or-so employees is tasked with valiantly defending democracy around the globe—from the U.S., to Brazil, and beyond. The walls and desks are cluttered with video screens and computer monitors. Around them, Facebook’s freedom fighters huddle, clattering away on their keyboards, stemming a tide of malicious, politically-motivated influence campaigns.
One moment in Fortune reporter Jonathan Vanian’s account of the war room made me grin widely. A Facebook executive, Samidh Chakrabarti, director of elections and civic engagement for the company, tells Vanian that having everyone in the same room allows for “face-to-face” communication and quick decision-making. A few paragraphs later, we learn why Facebook does not plan to invite collaborators from other misinformation-besieged Silicon Valley companies, like Twitter and Reddit, to take seats in the room. It is easier for these groups to collaborate “virtually” rather than physically, says Nathaniel Gleicher, Facebook’s head of cybersecurity policy. Hmm…
Facebook’s war room seems, to this columnist, like a PR stunt. It is reminiscent of the cybersecurity fusion centers that banks and other companies set up to dazzle visitors. Such displays are “mostly for show,” as Jason Witty, chief information security officer at U.S. Bank, told the New York Times for an unrelated story about such flashy workspaces. They, you know, look cool.
I do not mean to denigrate Facebook’s efforts entirely. To be fair, the company is trying to address the many problems that plague its platforms. And the war room does serve an important purpose: making the company’s behind-the-scenes battles more tangible for its own employees, for regulators, and for the public. Hopefully it does help quench disinformation.
Still, the tidy image of the war room comes across as a bit of marketing misdirection. After all, the walls of this room extend far, far beyond Menlo Park. Ask any journalist. As the Times’ editorial board notes in a recent op-ed, Facebook effectively relies on news reporters as an army of unofficial, unpaid, outsourced content moderators, helping to root out spammers, trolls, and propagandists. Companies like Facebook “have all the tools at their disposal and a profound responsibility to find exactly what journalists find—and yet, clearly, they don’t,” the Times writes.
Indeed, the real war room has no walls.
Last week I warned readers about the many ways Bloomberg Businessweek’s recent report about Chinese spy chips smells foul. Just yesterday Apple CEO Tim Cook took the unprecedented move of personally calling for Bloomberg to retract the story. So far Bloomberg has not backed down. We’ll continue to track this story and its fallout.
Have a great weekend.
Welcome to the Cyber Saturday edition of Data Sheet, Fortune’s daily tech newsletter. Fortune reporter Robert Hackett here. You may reach Robert Hackett via Twitter, Cryptocat, Jabber (see OTR fingerprint on my about.me), PGP encrypted email (see public key on my Keybase.io), Wickr, Signal, or however you (securely) prefer. Feedback welcome.
Adobe President and CEO Shantanu Narayan says Adobe has established itself as a leader in helping companies roll out the digital transformation in …
Pundits have been proclaiming the decline of email marketing ever since social media started picking up steam. Then late last year, the predictions came in about a resurgence of email marketing in 2016 — and Louis CK is just one example of how those predictions were dead on.
IBM announced an expansion to its Marketing Cloud services on Tuesday that includes cognitive technologies to help marketers strengthen consumer …
T2 continues to grow internal talent and cultivates a new marketing strategy.
(PRWeb May 11, 2016)
Read the full story at http://www.prweb.com/releases/2016/05/prweb13409056.htm
Imagine every piece of data about a customer, or a potential customer, at your fingertips. Find out why top marketers say that investing in a marketing cloud solution can help you unlock the full promise of data-driven marketing.
Rachel Silva, AVP of marketing at the multi-billion dollar auto parts and service chain PepBoys, has been implementing marketing cloud solutions for her company since the day she walked in the door.
And the foundation of any marketing cloud strategy, she says, is finding the right vendor. Even if you think you’ve found your match, be open to other solutions out there,” she says. “Because at the end of the day, while our relationships are really important to us, we want to make sure we’re using the best solution — and prove out the great solutions we have in place as well.”
Silva and her team have been working with MediaMath since the start. “We’ve always seen positive results,” she says, “and we continue to see an improvement in results year after year.” But, she warns, it’s important to never get too comfortable. “I’m always testing,” she says. “Test, optimize, and then expand.”
MediaMath’s cloud marketing solution, Helix, has become the backbone of Pep Boys’ retargeting and prospecting strategies, helping the marketing team maximize their spend. Cookie pools are huge, she notes, but you can’t remarket to everybody. How do you best leverage your dollar? “Retailers don’t have CPT budgets,” she adds, “so we need to be as cost effective as possible and we also need to drive sales.”
The marketing cloud is the solution for businesses without the budgets required to carry out a large-scale awareness campaign. It completely replaces that traditional, more scattershot marketing approach with something far more targeted because of the tremendous amount of data available.
To attract new customers and increase online sales, Silva leverages pooled real-time transactional and browsing data from MediaMath to build a picture not only of the existing PepBoy audience, but their potential customers. Lookalike modeling based on cloud data efficiently and cost-effectively targets new prospects.
“We saw our prices decrease and our returns increase,” Silva says. According to Silva, Pep Boys’ cloud-driven prospecting models had a 52 percent lower CPA, and an extraordinary 365 percent increase in ROAS over a two-year period.
“With the expansion of cloud marketing, there’s a lot more data that can be looked at,” she says. “Layer in data whenever and wherever you can, because it’s just going to make results better.”
But how do you determine the best way to get that data? While Silva and Yeoman Technologies CEO Michael Healey will be sharing insights from the front lines, VB Director of Marketing Technology Stewart Roger will be sharing essential take-aways from our recent report: “Marketing Clouds: How the best companies are winning via marketing technology.” Rogers will share how many of the top vendors scored on a number of features and who’s really killing it today.
Don’t miss out!
After this webinar, you’ll know:
- What makes up a marketing cloud and why it may be right for your organization
- The five different types of marketing cloud
- VentureBeat’s best marketing cloud software bets for SMBs, enterprises, and startups
- The ROI marketers can expect from their implementation
- How to encourage and improve user adoption
- Stewart Rogers, , VentureBeat
- Michael Healey, CEO, Yeoman Technologies
- Rachel Silva, Assistant VP, Marketing, Pep Boys
- Wendy Schuchart, Analyst, VentureBeat
The director’s first foray into book publishing is a deep-dive into the art of exploitation cinema marketing.
The post Director Nicholas Winding Refn Wants to Teach You About Movie Marketing appeared first on WIRED.
When it comes to getting the most value out of data, successful companies take a practical approach, first defining their own data strategy and then determining the tools needed to get it done. A good example of this is Airbnb, which set their own data strategy and tools to help users more accurately price their home listings. Too often, however, companies fail to lay out a clear strategy, instead relying on the available tools to show them where they need to go. Unfortunately, these tools usually serve up packaged metrics with data that is too detailed and lacks cohesion.
The mobile marketing data landscape
In VentureBeat’s The State of Marketing Analytics: Insights in the age of the customer, author Jon Cifuentes writes:
“Enterprises are stuck between fragmented data silos…There’s customer data, inventory data, log data, search data, reporting, analytics, CRM, session data, et. al – with different vendors supporting each. While “real-time” customer data sounds nice in theory, the actual process of broadcasting this information through the organization is time-consuming, expensive, fragmented, and frustrating.”
These cobbled-together sources and tools provide directional insight but don’t align with initial expectations, particularly as companies start requiring custom insights and metrics. In fact, most companies quickly find themselves in exactly the situation they had hoped to avoid – working in increasingly complex systems with considerably higher non-value added workloads.
The challenge for companies is: how do you align your data vision with your unique acquisition, engagement and monetization strategies?
Purpose-built tools like app analytics, A/B testing, marketing automation, etc. have done a great job in recent years of allowing non-technical people to analyze data, run tests and engage users. However, since these tools were built for single-use cases and by separate companies with proprietary data stores, they have failed to address a core issue: the need to access the same user data in order to truly provide a personalized experience to each user.
Data-capture tools and user engagement tools also need to be integrated in order to provide a full picture of how changes impact the product downstream. For instance, teams need to be able to apply user actions from app analytics to run A/B tests, which will in turn impact the user experience.
The path forward
The solution exists at the platform level: unifying data sources before applications are built on top of them, with a flexible 2-way structure that enables real-time integration between event and user data, at all levels in the stack, and not just based on basic pre-determined rules with segmentations on top.
This type of structure makes it possible for events to be enriched by boundless user attributes (user state) and enables contextual analytics. This, in turn, produces a robust targeting framework, because now the user state can be updated in any manner, in real-time. For example, Glassdoor utilizes this methodology to deliver real-time dynamic notifications of job alerts to users based on their prior behavior when browsing the Glassdoor website.
While many marketing vendors are fighting to define themselves as integrated or unified marketing platforms, most still need to reach deeper down the stack and unify product and marketing tools with data tools at a platform level. Because they refer to the same data source, there will be no discrepancies between insights and actions. For example, segments defined for analytics will maintain the same properties in A/B testing or content delivery. Applications developed on top of unified data platforms will be inherently more flexible and manageable.
Omniata is coming out of beta on September 24th! You can reach us at [email protected] to learn more. Though just coming out of beta, we’re already tracking 300 million monthly active users, 2 billion events per day, and handling over 17,000 requests per second!
Alex Arias is the CEO and cofounder of Omniata, a unified data, analytics and user engagement platform. For more than 10 years, Alex has been an entrepreneur and driver of innovation in digital services, working previously at Digital Chocolate and EA. He’s been helping companies define their own Data Value Journey since cofounding Omniata two and a half years ago.
This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations.
The rise of social media has given consumers more power than ever before, arming them with a platform where they can engage brands in real time. This has created a shift in marketing. While traditional tactics involved pushing out brand content with little focus on creating conversations, new campaigns tap influencers to engage with consumers and create brand loyalty among them.
In spite of the positives, the rise of influencer marketing has also led to many questions, like how to select the right influencer agency or measure ROI. Here are the five most important things to know before you begin your first influencer campaign Read more…