Category: Digital Marketing Insights, Updates and Strategy in 2022

Digital Marketing News, Insights and Updates from July 2021

Happy summer, everyone! July is finally here and (and least us) couldn’t be happier. Summertime is usually a slow work season, but that hasn’t stopped the digital marketing world and there is a lot to cover this month. 

We have summed up the most important:

Digital Marketing News, Insights and Updates from July 2021

1. Search Marketing Updates

  • Google Launches Free Deals Listings in Search Results

As we always do, let’s begin with some updates from Google. This month Google is rolling out a new feature that gives online retailers in the US more ways to reach customers who are seeking discounts and special offers.

Digital Marketing News July 2021 free-deals-listings-2

 

Google reported a 50% increase in searches for “discount codes” since the previous year. This means that customers are looking even more for ways to save money and shop at discounted prices. 

In response, Google is launching new features that allow e-commerce sites a new way to list deals in search results: 

  • Competitive prices are highlighted in the shopping tab of search results
  • Google Search will showcase the most important offers for sales such as Black Friday and Cyber Monday (in October)
  • Google will showcase offers based on information regarding the discount, product popularity, site’s popularity and other factors. 
  • An upcoming update will make it possible for deals to show on the main results page whether retailers pay or not for advertising. 
  • Retailers are now able to customize their offers and indicate specifics, suchs as if a deal is only available for certain customers. 
  • Sellers reports are updated with “Historical Best Seller Data” and “Relative Product Demand”
  • Google Share 5 Insights Into Appearing in Google News

As you know, Google is always on top of users and site owner’s need to help them have the best online experience possible. So, this time Google is answering the most common questions and doubts about how news are shown in News and Search, giving valuable insights to help site owners have a better understanding on the subject. 

The 5 most common questions are: 

a) Where does news appear on Google

Google says that news content can appear on Google News, Google Search, Google Assistant, YouTube and Discover. Google News includes two ways information can be displayed: the “For You” feed that contains specific stories based on user interests, and “Headlines” which show stories for all users from a particular region.

Digital Marketing News July 2021

There is also Google Search that includes the “Top Stories” carousel highlighting relevant news on timely topics, and the “News” tab that narrows the results to focus on specific queries. 

b) How do I know if my site is eligible to appear in Google News?

Google states that all sites are automatically eligible for Google news in Search without any application requirement. They emphasize that the important thing is for sites to produce relevant content with high levels of expertise, authority and trustworthiness, with a history of producing original news and that complies with Google’s News Policies. 

c) How can I check if my site is appearing?

The best way to know if your site is appearing, is to look at the performance reports on Search Console by filtering for Google News and Google Search. These insights will indicate if your site is getting traffic from boths sources. 

d) Can I do something to improve my visibility?

The ranking of sites is automatically determined by different factors such as relevance of the content, freshness, location and language. Publishers can access the Publisher Center to define certain aspects about their site that can help Google to Index it. 

However, eligibility is always determined by an automated process, which means that being approved and submitting content does not directly mean that it will appear in Search Results, Google News or News surfaces. 

e) If I follow everything Google says, why am I still not appearing?

According to Google one of the keys is to constantly produce relevant, original content that can be automatically detected by their systems and become more eligible if the site has risen to meet their criteria. 

  • Google Launches Free Tools for Travel Marketers

We have mentioned in previous articles that global searches related to travel information, like “where to travel”, “can I travel” and “covid travel restrictions” are at a peak for some time now. 

Travel Insights with Google is being launched in the US as an effort to answer the travel industry needs and help businesses with free tools they can use to improve their marketing efforts and overall service. It includes:

  • Destination Insights: provides information regarding the top demands per destination. It allows travel marketers to view demand data related to specific countries on specific dates.
  • Hotel Insights: analyzes search trends that identifies where users are coming from and allows marketers to create stronger digital presences segmented to fit said information. 
  • Focusing Facts: this information is nested within the Destination Insights and displays data related to queries suchs as “fastest growing destinations globally” gathering previous 84 days of data. 
  • Demand Sizing: also a part of Destination Insights. It allows filters to compare interests amongst various countries. 

2. Marketing Tech News

  • Vimeo partners with TikTok

The video software company has joined as a TikTok Marketing Partner. The social media platform users can now access Vimeo’s suite of video creation tools and still benefit from its broad user base. 

Both companies ran tests previous to the release of the partnership and saw that participants were able to highly increase the number of videos they create and reach a 50% higher click through rate of their campaigns. 

The main objective of this partnership is to help small and medium businesses create more content with better tools. Melissa Yang, head of ecosystem partnerships at TikTok said:

 “As small businesses recover and rebuild after a challenging year, TikTok is working on ways to make it easier to reach their community and grow their business. Our partnership with Vimeo provides small businesses with simple, effective video tools that rival what the biggest brands in the world have access to — and they drive real results.”

Vimeo and TikTok also invited some small businesses to try out a new AI-driven video production tool called Vimeo Create. A tool designed to advertise on TikTok and help brands produce creative content that adjusts to the platform without needing to rely on a production studio. 

Brands have reported great results and say they plan to keep running additional campaigns on TikTok. 

  • Hubspot Reports an Increase on Marketing Automation  Techniques

Marketing automation keeps gaining ground as chatbot usage has more than doubled in the UK as a valid option to engage with customers since 2020. Hubspot has reported so on their Not Another State of Marketing Report 2021

One of the main reasons marketers are betting more and more for automated solutions, are the market shifts provoqued by the Covid-19 pandemic and the need to offer customers the most tailored virtual experience possible. 

“The different types of automation, across various industries, can provide marketers with a range of skills to improve their return figures and therefore a number of AI tools must be used, as opposed to one.” – Scott Brinker. VP of platform at HubSpot

The same way, live video is also becoming more popular with an increase of 40% marketing tactics using it in 2021, compared to 17% last year. Pandemic and consequential lockdowns have forced a shift on content production to be designed for virtual audiences, along with an increase on the time consumers are spending watching videos.

These changes are forcing marketers to adapt and shift the way they create content and how they engage and communicate with their audiences. Implementing automation strategies provide solutions to adjust marketing techniques to the times we are facing and to what customers are expecting from brands. 

  • Google partners with GoDaddy

Google has announced a new partnership with GoDaddy with the purpose of helping e-commerce sites gain more online visibility. Google wants to help businesses get discovered easier and to connect better with shoppers by making e-commerce more open online.

Digital Marketing News July 2021

With the new partnership, GoDaddy online stores are able to integrate their product inventory across Google with no additional costs. GoDaddy sites can now be discovered through Search, Shopping, Image Search and YouTube. 

Merchants can upload products directly to Google, create listings and ads all within the GoDaddy’s Online Store. By partnering with e-commerce platforms, Google aims to help more businesses to engage with shoppers that want to discover new products and brands online. 

3. Social Media Updates

  • TikTok Launches 8 new Features for Livestreams

Digital Marketing News July 2021

TikTok users who livestream have doubled during the past year. Taking note of this, the platform is rolling out eight new features to improve live streaming experience for both broadcasters and viewers:

  • Schedule: users can now schedule, manage and promote livestreams in advance. 
  • Picture-in-picture: this new feature allows users to pinn the livestream to a corner of their screen while they freely navigate. 
  • Go live with a friend: a new feature called “Live Together” allows two users to broadcast live on the same stream. 
  • Live Q&A: this feature allows creators to engage with their audience by answering questions live in real time.

Digital Marketing News July 2021

 

  • Top streams: TikTok wants to make it easier for users to find and tune into live streams from the “For You” and “Following” pages. Live sessions will also be discoverable through Chat, Gaming, Talents, Fashion and Daily Life. 
  • Moderators: before livestream, users can assign a person to help them moderate the session by going to Settings on the right side of the stream launch screen. Features like muting viewers and removing disrespectful comments will be added in the upcoming weeks.

Digital Marketing News July 2021

 

  • Keyword filters: streamers can now mute words they choose during live streams by going to settings. They can also turn off or add limits to the comments. 
  • Harmful comments alert: before posting a comment that TikTok detects as disrespectful, users will be prompted to reconsider their language and how they will be received by the streamer. 
  • Pinterest adds Feature for Users to Make Money With Affiliate Links

Pinterest wants to help content creators to earn money through the platform by making it possible to get commissions with affiliate links. When a user tags a product on a pin idea and another user clicks on the link, the one who posted it will receive a commission. 

The platform has reported that “users are 89% more likely to exhibit shopping intent on products tagged in idea pins than on standalone product pins.” The same way that engagement with idea pins is much higher than standard pins. 

By simply tagging products on their idea pins, Pinterest creators can control the shoppability of their content. This feature will be available to business accounts in the United States and will continue rolling out to other countries in the next few months. 

  • Twitter Tests Voting on Tweets

Twitter is constantly adding or trying out new features, and this time they are experimenting with an option that allows users to “down vote” or “up vote” a reply within a Twitter conversation.

Digital Marketing News July 2021

The same as other social media platforms offer multiple icons for users to express how they feel about a post or a comment, Twitter has announced they want to try out a voting feature only available for Tweets replies. 

Twitter says that, for the meantime, this is only a feature destined for research, that doesn’t qualify as a dislike button and only the owner of the down vote will be able to see it. Twitter also clarified that this experiment, as they call it, has the intent to inform the platform about the relevancy of the conversations.

This feature will only be available for iOs. 

If you liked this summary of the most important Digital Marketing News, Insights and Updates from July 2021, we got more for you to read!

6 Ways to Drive Traffic to Your E-commerce Website

If people don’t see it, they won’t buy it. 

You might have the best products, with top quality and an amazing e-commerce site with the most seamless shopping experience ever created. However, if you don’t get people to visit your site, you won’t make any sales. 

Of course the amount of traffic is not everything, quality matters. But the more people visit your website, the more likely you are to make a sale. Hence the importance of having a strategy that covers as many flanks as possible to drive traffic to your online store. So, this time we would like to share with you:

6 Ways to Drive Traffic to your E-commerce Website

1. Attract your target audience with Content Marketing
Blog Post Images
There are many types of content you can create: 

  • Blog posts
  • Whitepapers
  • Success stories
  • Videos
  • Infographics
  • Tutorials

Content marketing is great for both big and small businesses. It doesn’t require a huge money investment and you can use the channel and the type of content that best suits your industry, your audience and and your brand. 

One of the keys to a successful content marketing strategy is consistency through time. One blog post a year is not going to do anything for you, you have to constantly create and publish relevant content that’s aligned with your target audience interests in order to see results. 

2. Work on your SEO

How to Drive Traffic to Your E-commercce

People are going online right this minute looking for your product. You need to do everything you can to make sure your online store appears in the top results of those searches and one of the ways to do so is optimizing your SEO. 

Search Engine Optimization (SEO) is the process of combining different techniques that help improve the position of a website in search engine results and gain more visibility. The cornerstone of SEO are keywords, the words or phrases your target audience uses to find products like yours. 

You need to take your time and do a lot of research to find out which keywords suit you and are the most used by your target audience so you can focus your SEO efforts on those specific ones. There are a lot of online tools you can use to identify keywords such as Google Trends, Ubersuggest or Semrush

Once you have identified the keywords you want to target, you need to add them to your website’s content and metadata: slugs, SEO title, SEO description, images ALT description and headings (H1, H2, H3). It is also a good idea to create content that focuses on specific ones that are the most valuable to you. 

Just remember that, as the same as for content marketing, SEO optimization is a job that requires a lot of time and consistency in order to show results. You have to be patient and work on it constantly. 

3. Run paid ad campaigns

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As we mentioned before, for people to visit your website, you need them to see your website. You need to get your online store in front of your target audience and paid ads campaigns are a way to do  just that. 

With SEO you gain traffic organically via search engines, while with ads, you pay different channels to show your site to your potential customers. You can choose to advertise on social media or on search engines and do retargeting campaigns to customers that are most likely to complete a purchase. 

For social media ads, each platform has its own system and they are very simple to use and set up campaigns is very easy. You can segment your audience by age, language, country and serve them tailor-made ads that have higher chances of getting clicked. 

The good thing about social media advertising is that you don’t necessarily have to have a big budget. You can promote posts to a very big audience with little money spent and achieve great results. This makes social media ads a great option for small businesses that want to get their brand out there with smaller budgets. 

The other option is to advertise on Google using Google ads. The downside of these paid ad campaigns is that it might be quite challenging to get good results if your budget is not as big as your competitors’. Google ads campaigns work with bids for each keyword you want to target. If your competition puts in a higher bid for the same keyword you are focusing on, their ad will show above yours because they win the bid and your ad won’t show.  

4. Send web push notifications to bring users back

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Web push notifications are a great addition to any marketing strategy aimed to increase traffic to an online store. This channel allows online businesses to send messages and connect with anonymous users through browser-based notifications even when users have left the website. 

There are two types of web push notifications that can bring users back and increase traffic:

  • Automated web push notifications: notifications that are triggered by individual user behaviour and delivered automatically with hyper-personalized messages based on users’ actions on the site. They are great for recovering abandoned carts when users leave without completing a purchase and you can create as many triggering scenarios as you want suchs as: category retargeting,  product retargeting, cross selling or recurrent purchase reminders. 
  • Manual web push notifications: these bulk notifications are the equivalent of newsletters. They are sent to all users’ databases and are great to inform about offers, promotions or limited time flash sales like Black Friday. They are amazing at generating lots of traffic very quickly. 

The best thing about web push notifications is that, unlike paid ads, there’s no bidding competition or cost per click. Frizbit charges for number of unique sessions with no limit on the amount of notifications that can be sent. 

This makes web push notifications a great option for all business sizes, being extremely profitable for e-commerce sites. 

5. Social Media Marketing

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According to a recent study, out of 7.82 billion people in the world, 50.64% of the population use social networks, regardless of age or internet access. This can easily be translated into: if you have an e-commerce and want to connect with your target audience, you must have a social media presence. 

The first thing you need to do when planning your social media marketing strategy for e-commerce is to identify which platforms suit your brand the best. Depending on the products you sell and your target audience, you will find more and better use to a specific social media channel over the others. 

Once you have decided, you are ready to start working on your editorial calendar and start sharing your content that will ultimately lead traffic to your e-commerce site. Keep in mind that the main purpose of social media is to create a community around your brand: take part in conversations, reply to comments and really engage with people. These actions will help you reach your purpose of driving traffic to your website. 

6. Referral programs

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All of the tactics we mentioned above are great proven ways to drive traffic to your e-commerce website, but none will ever be as powerful as mouth-to-mouth marketing. That is why encouraging customer referrals is still one of the most effective ways to drive traffic to your e-commerce website. 

Having good quality products and ensuring a great customer experience will help you get good comments, reviews and possibly, recommendations. But why stop there? Give your customers more reasons to talk good about you and make them want to recommend your products to their friends and family with customer referral programs. 

The thing is people trust recommendations from people they know and you can benefit from that by offering your existing customers a special benefit or reward from purchases made by their friends. 

This will be a win-win-win situation: you will get new customers and increase loyalty from existing ones and they will get a discount from products they like. 

To sum up…

By combining these tactics and tailoring them to your own business, you can drive traffic to your e-commerce website whether you are a small or big company. Don’t get overwhelmed trying to apply all techniques and once, it is best that you start slowly but with a good plan and scale it accordingly to your needs and requirements. 

Remember that, with most of these tactics, patience and consistency are key to success!

Make sure you also read:

Digital Marketing News, Updates and Insights from June 2021

Digital marketing never sleeps and neither do marketing professionals when it comes to keeping up with trends, news and updates. Between coming up with new and innovative ways to catch people’s attention and not missing any news from Google, finding time to shut an eye might seem impossible. 

So here we are, gathering and sharing with you the most important:

Digital Marketing News, Updates and Insights from June 2021

1. Search Marketing Updates

  • Google delays third-party cookie phaseout one more year

In a recent blog post, Google updated us about their progress on their intention to eliminate third-party cookies. They announced that, even with the considerable progress they’ve had with Project Sandbox, more time is required to get things right. 

The aim of this project is to protect people’s privacy online, while still offering companies the tools they need to do digital business. Google believes that the online community needs “to come together to develop a set of open standards to fundamentally enhance privacy on the web, giving people more transparency and greater control over how their data is used.”

To achieve this, they feel the need to move at a slower pace to be more responsible. Google wants that boths users and publishers are protected, by making sure that cookies are not replaced with any sort of individual tracking or fingerprinting, and that advertisers have enough time to migrate their service and preserve their business models. 

We must take time to evaluate the new technologies, gather feedback and iterate to ensure they meet our goals for both privacy and performance, and give all developers time to follow the best path for privacy. – Google Blog

They stated that key technologies will be deployed for Chrome late 2022 and start phasing-out third party cookies by mid 2023 ending late 2023. 

  • Google ads new feature that helps businesses display their information

Google is constantly updating and creating new tools to help businesses show more accurate and detailed information in Search and Maps so owners can easily connect with potential customers.

You can add details, such as contact information and opening hours, and create Posts to share updates, like special offers or new offerings, right from Google Search. Starting next week, you’ll also be able to create Posts about upcoming events including when and where they’re happening. Google Blog

New features allow businesses to change and share information directly from Search and Maps. They include:

  • Easily show your services: businesses can now use the Edit Profile menu on Search to display their services. It’s even possible to show specialties if you offer personal care services, for example. For restaurant owners that work with Reserve Google, they can enable online bookings through their Business Profile.

Digital Marketing Trends June 2021

  • Accept takeout and delivery orders: Google reported a 230% increase in food ordering since last year. To adapt to this demand, Order with Google allows businesses to accept takeout and delivery orders through their Business Profile. Restaurants can also update their menus directly on Search and Maps.

Digital Marketing News June 2021

 

  • Automatically update your inventory: Google Searches for “who has” + “in stock” have grown by more than 8,000% year over year, which shows that shoppers are searching for products online before they head to the stores. As a response to this, eligible retailers in the U.S will be able to “get all their in-store product inventory automatically added to their Business Profile by signing up for Pointy from Google right from Google Search”. With this tool you can scan your products and they are automatically added to your Business Profile.
  • Brave search engine launches public beta

Creators of Brave, the browser that puts user’s privacy first, have launched Brave Search Engine in a global public beta. They have announced it as a “real alternative to Google” that’s private, transparent and doesn’t surveille users.

Brave Search Engine Digital Marketing News

Brave’s search engine works completely independently from Google, it uses its own independent index of the web. It’s available for desktop and mobile devices in any browser at search.brave.com

This search engine doesn’t collect user data which makes it impossible to sell, share or lose. They also claim to offer real transparency by not using any type of “secret algorithms” to show search results: We rely on anonymous community contributions to refine results, and community-created alternative ranking models to ensure diversity. 

The engine was developed by the former Cliqz Team as the company announced back in March of this year. 

2. Marketing Tech Updates

  • Google Integrates with WooCommerce for easy Product Uploads

WooCommerce has launched an extension that allows sellers to upload their products to Google for free. This means that online retailers will have the opportunity to get discovered by more shoppers through Search, Shopping, Images, and YouTube.

By connecting a WooCommerce store with Google Merchant Center, all products and their information will be listed on  search results on Google. All the product’s details will be automatically updated when any changes are made on WooCommerce. 

It’s completely free to list products in the Google Shopping tab, and retailers also have the option to pay for ads if they wish to have more visibility. 

Through the new Google extensions, sellers have total control of their products listing, performance and analytics without needing to leave the dashboard and the opportunity to reach more users without extra work. You can get the extension here!

  • Google Announces New Ads Creative Studio

With the intention of offering designers, agencies and brands better ways to work and create ads, Google has announced the launch of Ads Creative Studio. A platform to unify all of Google’s creative advertising tools. 

The objective is to help creative teams increase productivity and to simplify the process of designing compelling ads. Google says on their blog that “Ads Creative Studio will bring together a number of creative tools previously found across products like YouTube, Display & Video 360 and Campaign Manager 360. “

Ads Creative Studio features include:

  • Director Mix: this feature allows to create different versions of a YouTube video for different audiences with swappable elements.
  • Dynamic display and HTML5 tools: they allow you to generate customized and interactive creatives for Display & Video 360 and Campaign Manager 360.
  • Audio Mixer: that allows you to create tailored audio ads for Display & Video 360.
  • Shopify rolls out Product Updates for Shopify Developers

This month Shopify announced a series of updates for developers:

  • Subscriptions support for PayPal Express: the launch of this feature represents the first additional payment gateway support after Shopify Payments with the hopes of offering support to more sellers around the world. 
  • Partner-initiated app refunds: before this update, partners had to contact Shopify Support to issue refunds. Now, they can handle them directly through the Partner Dashboard.
  • VAT changes for ecommerce purchases made within the EU: in order to help merchants comply with changes made to tax regulations for ecommerce purchases made within the EU, Shopify is adding new options to the tax settings. 

3. Social Media Marketing Updates

  • Twitter is adding Subscribe Button to profiles for Newsletter Signups

In January 2021 we shared the news about Twitter acquiring newsletter platform Revue to help content creators share and monetize their work. As it was to be expected now Twitter is adding a new Subscribe button to profiles so people can sign up to newsletters. 

Twitter Subscribe Button Digital Marketing News

The button will appear on the user’s profile next to the mutual followers section. When signing up, the subscriber will receive a message letting them know that their email address will be sent to the newsletter owner and have the chance to take a sneak peek at the content before finally agreeing to sign up. 

This new feature will be available to all users that have a Revue account. 

  • Instagram Announces New Features for Creators to Make Money

Instagram has become a business platform for a lot of people. With this in mind, they have announced the launch of three major new features to help content creators make money: Creator Shops, affiliate commerce, and a “branded content marketplace.

  • Creators Shop: creators shop is designed for those who want to sell products using their personal profiles. It can be done in two ways:
    • Existing products can be linked to both personal and business accounts
    • New shops can be set up through the Instagram app linking their account to one of Instagram’s merchandise partners: Bravado/UMG, Fanjoy, Represent, and Spring. This feature will be available for creators in the US at the end of the year.

Instagram Creators Shop Digital Marketing News

  • Affiliate Commerce: this program aims to help creators gain a commission payment within the app when they generate a sale for a brand through a post in their accounts. It will feature a label indicating users that they will support the creator with their purchase.

Instagram Affiliate Program Digital Marketing News

  • Branded Content Marketplace: this feature is designed to help brands connect with content creators and influencers that match and align their work. Head of Instagram, Adam Mosseri said “We should be able to help brands find creators that are uniquely aligned with the work they’re trying to do and vice versa. If we can help with matchmaking, we can help drive more dollars to the smaller creators who can do amazing work for brands.” 
  • Facebook Launches 4 New E-commerce Features 

Facebook is introducing new features to help online shops reach more people, get their products discovered and increase sales:

  • Facebook Shops in More Places: online shops can now choose Marketplace as an additional channel to Shop tabs on Instagram and Facebook to sell their products. 
  • Customer reviews: customer ratings will be expanded to products in Shops on Instagram with photos and videos from the community.

Social Media News Facebook

 

  • Personalized shop ads: Facebook is launching new ads to personalize customer’s shopping experience and send them to curated collections based on their shopping history where they are most likely to make a purchase. 
  • Expanded Access to AR Try-On Feature: Facebook is developing APIs to help more brands have access to augmented reality features that bring the “in-shop” experience to users online. They are also adding AR to some types of ads to encourage people to try on suggested products. 

AR Facebook Shopping

Which digital marketing news from June 2021 surprised or interested you the most?

Make sure to also read: 

How can Marketing Automation Help you Sell More

Marketing Automation is the answer to marketers’ pleas for a method that efficiently allows continuous business growth without additional workload or the need to allocate extra resources. 

All businesses, whether big or small, are constantly trying to increase productivity and improve processes. With the surge of so many new platforms and channels, it is very difficult to reach target audiences at the right time with the right message to cause an impact that leads them to conversion.

Leaving aside these external factors, in many cases the business own growth can become a problem. Let’s say your business has scaled a lot very quickly and you are receiving an overwhelming amount of queries daily but you haven’t optimized your processes. This causes you to neglect a lot of messages and leave hundreds of customers hanging without ever getting a reply. 

What does this say about you and your business?

It doesn’t look good and all of those customers are surely going to go for the business that did reply to them in a timely manner, even if your solution or product is much better than your competitors. 

So, what’s the answer to this issue? How can you ensure your business grows while maintaining excellent customer experience with the same resources and less time? The answer is marketing automation

What is marketing automation?

Marketing automation is the improvement of processes through software that automatically performs certain tasks normally done by people. This can include social media management, email marketing, lead generation, marketing campaigns and more. 

Through marketing automation businesses can respond better to both potential and current customers providing them a better user experience with personalized treatment that leads to a long-term relationship. 

There are different types of Marketing Automation you can apply to your business:

  • Customer relationship management automation software (CRM)

What Is Marketing Automation

This makes reference to CRM platforms that allow businesses to automate and manage all communications between them and their customers. Companies that have a very high number of clients need to work with CRMs as effective tools to manage their data. Otherwise, as the company keeps growing, it will be much and much harder to keep track of all queries and offer personalized and proper support to all clients. 

With CRMs businesses can make sure they don’t miss any message from customers, maintain a communication flow and answer any query on time, regardless of the amount of clients they have. Workflows are also optimized since every team member can access the CRM and get all the information needed from one place without having to ask or wait for another person to help. 

  • Marketing campaigns automation

Marketing Automation

Digital marketing automation platforms allow businesses to automate messages they send to their subscribers. These messages are usually triggered by events defined on site that, once completed, activate a sequence to be delivered in specific time to the users that completed the action. 

This technology tracks user behaviour in order to automatically send personalized messages depending on the actions they took while browsing. It can be applied to email marketing, SMS marketing and web push notifications campaigns. 

Platforms that offer marketing campaign automation, like Frizbit, usually allow you to personalize the message so you don’t feel you are sacrificing automation for quality. With the use of dynamic parameters you can hyper personalize the content to fit each individual.

  • Workflow automation

Social Media Marketing Automation

This might be the most common type of automation we are all familiar with. Workflow automation includes all softwares that allow you to manage other platforms and channels, such as social media. 

Later is a great example of a workflow automation tool. Is a social media marketing management platform that allows you to create, design, schedule, post and analyze your social media content all in one place. 

Benefits of Marketing Automation

When done properly, marketing automation can have a huge positive impact on any business:

  • Increased efficiency: automation of certain tasks can help you and your team dedicate more time to issues and projects that are more deserving of your attention. For example, instead of manually posting on every social media channel you have, you can automate this task and let your team focus more on creativity and content production. 
  • Better user experience: automation platforms usually gather user data that allows you to offer them a more personalized customer experience.The more relevant the message is, the higher the chances of an interaction and conversion. Keep in mind that these days, users are demanding more personalized experiences and will engage more with brands that offer them what they are looking for.
  • More qualified leads: marketing automation helps marketers reduce the guesswork when it comes to approaching prospects. If a business uses an automation platform to send messages to leads, and to promote said content on other platforms, sales and marketing teams can work hand in hand to analyze results and optimize the automated sequences of messages to connect with the right prospects at the right time.
  • Higher conversion rates: a personalized experience and better quality leads translates into higher conversions rates. Automation allows you to reach users that are more likely to engage with your business with messages that resonate better with them, increasing the chances of interaction. 

According to Adestra’s Marketer vs. Machine report, “Marketers say the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%), and increased opportunities, including up-selling (58%).”

Marketing Automation is a Win for Everyone

The thing about marketing automation is that everyone wins: you, your team and your customers. You will save time and money, improve the inner workings of your business, your team will have more time to dedicate to more important projects and tasks and your customers will be receiving a much more personalized experience, and that’s exactly what they are looking for. 

You just have to do your homework and decide in which areas of your business you want to start implementing which type of automation. Remember that, even if it sounds like a big and fancy word, automation doesn’t have to be expensive or mean a huge investment for your business.

Marketing automation is available and accessible for companies of all sizes. It’s even safe to say that small and new businesses can benefit even more from it, since automation is equal to doing more with less. 

If you are interested in learning more about what marketing automation can do for your business, check out Frizbit’s Success Stories section and see the results of our clients since implementing our marketing automation platforms. 

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Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailor made messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

What is Hyper-Personalization

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

You might find interesting:

6 Multi-Channel Marketing Strategies for B2B

When planning  B2B marketing strategies, it’s common to primarily think of outbound and direct marketing techniques. Straightforward messages, cold calls and connection requests to prospects you might have identified through a thorough selection process are very common strategies. There are many available channels you should consider:

In this approach it’s very important to be as persuasive and compelling as possible with the first message in order to cause a good impression and awaken the prospect’s interest. Strategies like these have been used in B2B marketing since forever and still give good results when applied properly.

However, with the appearance of new technologies, the expansion of the internet and growing competition, prospective clients are more invested into evaluating their options. If you did manage to catch their attention with the first contact through cold email or phone call, they for sure are going to conduct their own search to find out more about you before continuing with the conversation. 

That’s why it’s so important for companies to broaden their B2B marketing strategies and take full advantage of what new technologies and variety of channels have to offer. Creating a multi channel marketing strategy that covers all fronts and answers all the questions you prospects might have about your product or service is key to stay ahead in the game. 

But before getting into the specific channels you can include in your B2B marketing strategy, let’s talk about the angular stone that supports it: content marketing. 

Content marketing is your friend

If you’ve been working in digital marketing for some time now, you surely have heard a lot about content marketing and its value for attracting customers. It has become so popular in the past few years because it’s a much friendlier way to connect with potential customers than advertising or any other outbound marketing technique. Content marketing is the angular stone in which your multi-channel strategy will base. 

By presenting good quality content that offers relevant information and adds value appealing to the target audience needs and interests, content marketing has become the center of many digital marketing strategies for B2C. Nowadays, it’s the same for B2B. 

The main difference between one and the other is the objective. While in B2C the focus is centered on branding and engaging with users, in B2B the objective is to generate leads. Having this in mind, you should create a content strategy that focuses on analysis, data and information that answers the main pain point of your target audience and helps tilt the balance to your favor.

B2B audience is more rational, takes more time to weigh different alternatives and digs in deeper before making a decision. The content you create must center on covering all flanks and easily display all the information prospects might need to choose you. Here are a few examples:

  • Blog posts centered around what and how your product or service works
  • Whitepapers
  • Case studies
  • Success stories
  • Client testimonials
  • Video demos
  • FAQs page on your website

Keep in mind a couple of things when planning your content marketing strategy, whether for written or audiovisual channels. 

a) Center all of your content around your solution and what would the customer gain if they choose you over your competitors. Use keywords to make sure prospects can find you when they search for similar products or services online: you want to be present. 

b) Consistency is key. It’s important for you to publish and share content consistently throughout time. Create a calendar and keep to it but always making sure you don’t sacrifice quality over quantity. Create a rhythm that suits you.

6 Multi-channel Marketing Strategies for B2B 

1. Email marketing for B2B

Email marketing is one of the most powerful marketing tools. It has been for a long time and it seems it will continue to be so especially when it comes to B2B. According to HubSpot, “from a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness”.

To create a killer email marketing campaign go for automation. By establishing different scenarios that fit your own funnel, you can create automated emails sequences: they differ from regular email because they are automated and triggered by user behaviour. 

Email Marketing for B2B

They are sent, for example, when prospects visit a landing page and download a case study. After a few days, they’ll receive an automated email, triggered by their actions, offering to schedule a follow-up meeting to discuss in detail about your solution and what it can do for them. You can create as many sequences as you see fit with hyper-personalisation of the message.

The best part about email marketing automation is that you can maintain an ongoing communication with your prospects through their journey and focus on lead nurturing. This will help you make your campaigns much more effective. 

2. SMS Marketing for B2B

SMS is a key channel in any digital marketing strategy for B2B. However, its potential is often overlooked and forgotten as, many times, it’s considered only valid for B2C marketing. But keep in mind that people use their phones when they’re working, scheduling meetings or looking for information.

SMS Marketing for B2B

According to a study conducted by The Boston Consulting, up to 70% of B2B searches are done on mobile devices. This makes it essential for businesses to be present and reach their prospects where they are: their phones. 

The same as for email marketing, you can use automated SMS sequences to schedule meetings, events, reminders or new information that connects you with your prospects by adding value and helping them make a decision. 

A few benefits of SMS marketing:

    • Phenomenal open rates: 98% open rate
    • Direct communication: 90% of the messages being read within the first 3 minutes after receiving the SMS
    • Convenience: they´re short and display the information very clearly
    • Reachability: no need for customers to download an app or install any type of software. 

3. Web Push Notifications for B2B

Web push notifications are the newest retargeting channel B2B can benefit from. They allow businesses to send hyper-personalised messages to prospective customers with useful and relevant information that helps them move down the sales funnel.

Multi channel Marketing Strategies for B2B

There are two types of web push notifications:

  • Automated campaigns: define scenarios on your website or landing page and re-engage visitors inviting them to come back and learn more about your solution with messages based on their actions and behaviours. 
  • Manual campaigns: send notifications regarding new case studies you release and news and updates about your business that adds value to your solution as a valid option to all of your subscribers.

The most attractive feature about web push notifications is that they don’t require visitors to share any type of personal information like their phone number or email address. They just have to click on “Allow” when the opt-in prompt appears to become a subscriber and keep up to date with any update. 

B2B marketing strategies can find a great ally in web push notifications. This channel allows them to engage with prospects and turn them into leads by bringing them back to the website with relevant information.

4. Landing Pages for B2B

Multi channel Marketing Strategies for B2B

Source

Landing pages are the number one channel of B2B marketing to get new leads. They’re usually the core of the strategy and creating one that works and effectively converts, can be quite a challenge. But if you’re planning your next strategy, a landing page must be part of it, so here are a few tips on how to make it the best it can be:

  • Define your buyer persona: before taking any other step you need to know exactly who you are talking to and with what purpose. What do they need and want to know about your solution? What language do they use? What are their ages and education level? What’s the problem they need to solve? Defining all of this, will help you create the right message focusing on what’s really important for your target audience and setting the tone of the entire landing page. 
  • Choose one goal only: the best performing landing pages are the ones that have one clear objective and guide prospects towards achieving it. Define what your goal is: getting email sign ups, getting demo requests or scheduling meetings must be very clear.
  • Perform A/B testing: once you have defined all of the previous points and the time comes to go live with your landing page, it’s important that you perform A/B tests. Even though you have set clear goals and know your buyer persona, the reality is that the best way to get the best results is to let people tell you what works best for them. Begin testing the CTA, then the image or copies and make adjustments that help you make the best version of your landing page. 
  • Create a traffic generator strategy: you might have created the best landing page in the history of B2B marketing, but if people don’t get to it is the same as if it didn’t exist. This is the moment to combine different channels in order to drive visitors to your landing page. Use a smart combination of ads, web push, sms and email marketing.

5. Social Media for B2B

Even though social media is the favorite channel for B2C businesses, the truth is B2B can also have a spotlight here. B2B marketing on social media is the perfect way to create brand awareness and generate connections within the community. Especially if you center your efforts on the right platform that suits you.

Social media for B2B multi channel marketing for b2b LinkedIn for example, was designed with the sole purpose of generating connections between professionals around the world. However, there can be a place for any business on YouTube, Twitter, Instagram and new platforms like Clubhouse if they align their objectives with the type of content that prevails on each social media channel. 

You can use Instagram to share information capsules with graphic proposals that adapt to the media and also offer value to the customers. There’s the option to even do interviews, share webinar sessions through IGTV and save the content to be accessible in the future. 

With the appearance of audio-only platform Clubhouse new business opportunities are surfacing by opinion leaders creating rooms to share their vision and discuss with other professionals. 

The doors are open for any business to have a strong social media presence that brings them closer to their target audience by using a more human approach, lots of creativity and creating amazing brand awareness. 

6. Ads for B2B

No multi-channel marketing strategy would be complete without the use of ads. Whether you go for social media advertising, search marketing display ads or retargeting ads, paid media can really help you boost your online presence.

Multi-channel Marketing B2B Ads

Source

It’s one of the main channels you can use to drive traffic to your landing page, for example. Another scenario is to use retargeting ads to increase your brand awareness after prospects visit your site and keep your brand on their top of mind with recurrent appearances on other websites and social media platforms. 

Combining channels is the road to success 

A B2B multi-channel marketing strategy is the way to keep in touch with prospective customers during their entire journey. You’ll be able to reach them with different approaches through the channel chosen by them, which has a direct impact on engagement. 

The ultimate goal is to create a conversation in which you solve as many doubts as possible, share relevant and useful information and build trust through time with your customers. 

Since we got your attention, check out:

Digital Marketing News, Insights and Updates from May 2021

Time is going by so fast it’s almost impossible to keep up with all digital marketing news and updates for every month. Google always keeps us on our tiptoes with constant updates, changes and new features for all of its products, new marketing tech is being developed every day and social media is a complete universe on its own. 

But don’t despair! As every month, we are to gather and sum up for you the most relevant:

Digital Marketing News, Insights and Updates from May 2021

1. Search Marketing Updates

Google previews MUM

The biggest news from Google this month is the preview of MUM. It stands for Multitask Unified Model and this new tech was showcased mid May by Google’s Prabhakar Raghavan at Google I/O. 

Since 2019 Google’s search algorithm to understand queries has been powered by BERT, an extension of Natural Language Processing. This algorithm helps searches deliver accurate results by asking questions more similar to the way we talk naturally, instead of trying to think what type of keyword or phrase will actually give us the answer we’re looking for. 

Google has now announced the preview of MUM: a new tech 1,000 times more powerful than BERT. The biggest and most important difference is that MUM can multitask to help deliver more information: it’s trained in 75 languages and it’s multimodal, meaning it can understand information across text and images. 

According to Google, they have discovered that it takes an average of eight searches for users to get the information they want and complete a complex task. With the development of MUM they aim to solve this issue and help users get things done with fewer searches. Google says:

Imagine a question like: “I’ve hiked Mt. Adams and now want to hike Mt. Fuji next fall, what should I do differently to prepare?” This would stump search engines today, but in the future, MUM could understand this complex task and generate a response, pointing to highly relevant results to dive deeper. 

Google’s mission has always been to make information more accessible to everyone. They have already started running internal pilots with MUM and says to be very excited about how this new search technology can improve Google products and user experience. 

Google’s launching new features for smart bidding

Google is rolling out new features for Smart Bidding to make marketers life much easier, better manage their bidding strategies and improve campaign performance. 

  • Top signals for Target ROAS and Maximize conversion: Top signals highlight some of the dimensions in which the bid strategy is automatically optimizing the bids depending on likelihood of users converting (device type, location, day of week, time of day, keywords). They currently report for campaigns that use Target CPA and Maximize conversions, with the launch of the new features, they’ll be available for search campaigns using Target ROAS and Maximize conversion value.
  • Seasonality adjustments at manager account level: Smart Bidding takes into account seasonality to improve the performance of the campaigns. However, for specific times such as big sales or product launches, the adjustments had to be made manually for each individual account. With new features Google makes it possible to set them at the manager account level. 
  • Maximize conversions with recommendations: Google will be showing new opportunities to opt into maximize conversions on the Recommendations Page: “These recommendations will show for eligible Search campaigns and can help you get more conversion value within your budget.”

Google Ads Maximize Conversions

  • Target Impression Share simulators to predict performance: up until now Simulators to help understand how target bid and budget changes could affect campaign performance, were only available for conversion and click-based bid strategies. With the roll-out of new features they are expanding to Search campaigns using Target Impression Share.

New ad formats for local campaigns on Google

At its annual Google Marketing Livestream, they announced the launch of new formats for local ads campaigns: 

  • Auto suggest ads: one of the new formats is called Auto Suggest Ads, which show ads based on the user’s location. When a user searches for a product or service in Google Maps, the auto suggest will show an ad of a nearby advertiser.

Google Auto Suggest Ads

  • Navigational ads: these new types of ads will be shown on the user’s screen when using Google Maps driving directions. So when a user is driving towards a destination, an ad of a nearby local business will appear on the screen and the user will have the option to add the destination to the route.

Google Navigation Ad

  • Similar destination ads: another new ad format is Similar Destination Ads. They will show when a user searches for a local business and it’s closed at the time of the search. Google will then show a similar business with the tag “Similar and Open”. 

Google Similar Places Ad

All new three ad formats will be available for local ad campaigns globally in the second quarter of this year.

2. Marketing Tech Updates

Microsoft Advertising announces Unified Smart

Acknowledging the importance of having a strong online presence for any business and how challenging it can be to manage it successfully, Microsoft has launched Unified Smart campaigns: a unified solution to manage social media presence and search advertising

With Unified Smart campaigns platform you can:

  • Run ads: this new solution allows you to run ads on both search engines with Microsoft Advertising and Google Ads, as well as social media platforms Facebook and Instagram. 
  • Manage social media: Unified Smart allows to publish, like and reply comments on Facebook, Instagram, LinkedIn, and Twitter.

Microsoft Unified Smart Campaign

 

  • Reporting: additionally to being able to manage campaigns across channels in one single place, publishers can also see reports of search and social media in one place.

Microsoft Unified Smart Campaigns

  • Automate and optimize with AI: you can create ads, let them run for a while and then watch how AI creates additional ones for you, optimizing your campaign results. The same way you budget will be distributed by AI across channels to help you get the best ROI. 

The most interesting thing about the new Microsoft solution is that it is free to use. There are no charges, service fees or commissions. You only have to pay when someone clicks on your ad. That’s what makes Unified Smart campaigns so interesting for new and small businesses that wish to handle their campaigns all in one platform. 

Google expands its shopping integrations

Google is always considering its users needs and is now rolling out shopping integrations with WooCommerce, GoDaddy and Square. During the Google I/O they announced that they want to help retailers and consumers connect and build lasting relationships, hence the new integrations.

This open ecosystem approach means that retailers will have even more ways to get discovered across Google, and shoppers will have even more choice.

Retailers that use any of these e-commerce platforms will now be able to show their products for free across Google. A few days earlier Google announced the Shopify integration and has now revealed the expansion to the other platforms.

Digital Marketing News Google Shopping

The aim is to help people discover new and easier ways to shop, and to offer retailers more options to connect with their customers. Google says that “As this generational shift to e-commerce accelerates, having a digital presence is just the minimum — it’s now imperative for you as a retailer to stand out and speak directly to your customers.“

Zoom announces all-in-one events platform

The popular video conferencing platform Zoom has announced the launch of Zoom Events, an all-in-one solution for digital events. It is scheduled to be launched this summer and it will combine features from Zoom meetings, chat, and webinars.

One of the interesting features is that you will be able to produce ticketed, live events for audiences of all sizes. All the process of organizing, managing and billing the event can be done in the platform, as well as keeping track of registration and attendance. 

The possibilities Zoom Events present are endless. You can host internal and external events for companies and businesses of all sizes. Conferences, classes, product launches and pretty much anything that has a space in the virtual world. 

This initiative finds its roots thanks to the on-going growth of virtual meetings during Covid-19 pandemic times. Zoom understands that digital events have found their way into our daily lives and it’s trying to make it as easy as possible for big and small businesses to adapt to this new reality and offer customers the best experiences they can. 

 3Social Media Marketing Updates

Snapchat launches Public Profiles for Businesses

Snapchat had already launched Public Profiles for Creators, Shows, and Snapchatters and has now opened the doors for Business with Public Profiles: “Public Profiles for Businesses has launched on Snapchat, giving brands of all sizes a free, permanent home for all of their unique Snapchat content.”

snapchat-public-profiles-social-media-marketing

Public Profiles for businesses offer brands the opportunity to house all of their unique content in one discoverable place. Some of the most important features include:

  • Native store: you can link your Shopify ecommerce store to your Snapchat profile so users can browse products and even buy through the “Shop” feature. 
  • Highlights: you can permanently showcase some of your content on your profile so that new users that visit for the first time get to know your business. 
  • AR lenses: you can now publish lenses to your Public Profile so that snapchatters can discover them and engage continuously with them. 
  • Public stories: so you can share any type of content of what’s happening behind the scenes of your business. 

With this new feature Snapchat is looking to catch up with businesses’ needs on social media nowadays by offering tools that allow them to engage and connect with their audience. 

New messaging features for Facebook and Instagram

New features are coming to Facebook and Instagram DMs to give users the opportunity to express themselves better with additions that go from new themes to the ability to reply to messages with photos or videos.

Facebook messenger new features

  • Chat archives: users can now clear their inbox without deleting chats for good. With a swift “swipe to archive” option it’s possible to keep everything tidy and then access inactive chats in the future if need be. 
  • Tap to record: for all those audio-lovers out  it’s now possible to record voice notes hands-free. With just one tap is sufficient to begin recording, and one tap to finish. This feature will be available also for Instagram in the future.
  • New themes: new themes to customize chat screens are now available for both Messenger and Instagram DMs.

Digital Marketing News Social Media Marketing

Instagram DMs new features

  • Visual replies: Instagram has made it possible for users to answer direct messages with a photo or video they can take in the moment or choose from their camera roll. At the moment this feature is only available for iOS.

Instagram Visual Replies Social Media Marketing News

  • Inbox seen states: users can now see from their inbox when someone has already read their message. This was only possible before when opening the chat. 

Twitter acquires Scroll

Scroll is a subscription based service that removes ads from new sites. From some time now Twitter has been focusing on offering content creators means to grow and monetize their content on the social media platform. 

With this in mind, most recently they acquired Scroll, a platform that removes ads from new websites for a monthly fee. The service will be integrated with Twitter into a subscription service they plan to launch in the future. 

Twitter’s VP of Product said, “As a Twitter subscriber, picture getting access to premium features where you can easily read articles from your favorite news outlet or a writer’s newsletter from Revue, with a portion of your subscription going to the publishers and writers creating the content.”

It seems that Twitter aims by this new acquisition is to offer users a subscription model to access an ad-free timeline by sharing revenue with content creators. 

Digital marketing news from May 2021

There was a lot to note and learn from the digital marketing world during the month of May. It was eventful and filled with very interesting updates to keep an eye out. 

What did you find most interesting?

If you wish to read something else, check out:

Digital Marketing News, Insights and Updates from April 2021

April was an eventful month for digital marketing. As always Google launched a number of interesting features for Search, Maps and Web Stories while social media platforms continue to keep us on our toes with new updates to compete with ClubHouse app.

We’ve summed up the most important:

Digital Marketing News, Insights and Updates from April 2021

1. Search Marketing News

  • Microsoft rolls out new price comparison beta

Microsoft has announced a number of new features for Microsoft Advertising. One of the most interesting ones is the price comparison that allows sites that use Microsoft shopping features to be eligible to show in the flyout panel that delivers discount codes. 

Microsoft Price Comparison

The price comparison will appear within the toolbar of the panel when users browse and save a product on Edge or Collection. They would have to click on it to view the price comparison results. 

This new feature by Microsoft is so interesting for retailers because they can offer relevant information to their target audience while they browse other retailers’ sites and with no extra effort from their part. The listing will grab the information from existing catalogs from Microsoft Merchant Center which means no additional work is required from businesses that already have created shopping campaigns. 

The cherry on top is that, since this new feature is in beta testing, Microsoft won’t charge advertisers for the clicks they obtain through price comparison! Right now it’s only available on desktops in the US on Edge browser. 

  • Google adds 3 new travel-oriented features to search results

Google is very well-known from listening and adapting to users’ needs. That’s why due to a recent increase in travel related queries, they have announced to add 3 new features to search results in the intent of helping people plan their next vacation during pandemic times. Google stated: 

As vaccines become more available, many people are eager to start planning vacations again. We’re seeing more searches for travel-related destination information — like travel restrictions by country and where to travel, which both recently hit all-time highs. 

When looking for travel information like hotels, flights or things to do, Search will show results regarding Covid-19 related advisories on destination. Additionally, they’re adding more detailed information regarding if you need to comply with quarantine requirements or show test results proof.

Google Ads 3 Features to Search Travel

If users are logged in their Google accounts, they can choose to receive email notifications about restrictions updates from their selected destination by toggling “Receive an email if this guidance changes.”. These updates are country specific and will include information regarding any change on lifted or reduced restrictions. 

  • Google lets users talk directly to them to fix indexing issues

As we said earlier about Google: they always have users in mind. That’s why they created a new feature that allows webmasters to communicate with them to solve indexing issues they can’t figure out by themselves.

Google Report Indexing Issue

Webmasters can now get directly in touch with Google’s search team to report any indexing problem they can’t find an answer to in the “community forums and support documentation.” The new feature is accessible in the footer of the URL inspection help document and indexing coverage report document,  as a pilot only in the US.

Webmasters that want to access the reporting issue form need to have a verified Search Console account. Once there, they’ll need to answer a series of questions that try to help the user fix the issue by himself step by step before submitting to Google.

Digital Marketing News April 2021

This solution is aimed to help SEOs fix indexing issues that aren’t related to quality or technical issues within the website, but rather with Google Search. 

2. Marketing Tech Updates

  • WordPress plugin for Google Web Stories Updated

Even though there’s still some debate on whether web stories are worthy of our time and effort or not, new features keep coming and Google has updated their official Google Web Stories WordPress plugin with a feature that allows to embed content on webpages.

Google Web Stories WordPress Plugin

The plugin had many options available for content creators, but the ability to embed web stories was still missing until now. The new feature allows to do this very easily and also offers the possibility to embed web stories from other sites.

The process is very simple:

  • Insert a Web Stories block

Digital Marketing News April 2021

  • Select the type of Web Stories you want to to embed:
    • Latest Stories: display the most recent stories. The list will update automatically as new stories are published.
    • Selected Stories: display a list of handpicked stories.
    • Single Story: embed one single story by URL.
  • Choose if you want to to display the Web Stories as a carousel, a grid, or a list.
  • WordPress wants to block Google FLoC

Google’s FLoC (Federal Learning of Cohorts) solution for a cookieless internet has been raising some eyebrows. Even though Google has stated that this new tracking system is safe and much less privacy-invasive than 3rd party cookies, some don’t agree. 

Recently WordPress made their opinion very clear and proposed to block Google’s FLoC by default on all websites created with the platform. WordPress considers Google’s alternative for third party cookies a security concern:

Why is this bad? As the Electronic Frontier Foundation explains in their post “Google’s FLoC is a terrible idea“, placing people in groups based on their browsing habits is likely to facilitate employment, housing and other types of discrimination, as well as predatory targeting of unsophisticated consumers.

This is in addition to the privacy concerns of tracking people and sharing their data, seemingly without informed consent – and making it more difficult for legislators and regulators to protect people.

This is a proposal from a WordPress developer and website admins who do want to allow FLoC on their site, can override the code. Google said that they appreciate the community taking part on this initial test of their proposal and that they will adjust accordingly to all the comments received. 

  • HubSpot acquires media company The Hustle and expands their CRM Platform with the launch of Operations Hub

The giant CRM platform announced they signed an agreement to acquire The Hustle, a media company that produces newsletter, podcast, and premium research content. Their objective is to keep offering their community very valuable and relevant content through a more diverse set of media:

For many customers, their first introduction to HubSpot is through our educational blog, Academy, and YouTube content, not our software (…) By acquiring The Hustle, we’ll be able to better meet the needs of these scaling companies by delivering educational, business, and tech trend content in their preferred formats.

With this move they show they’re listening to their audience and giving them what they want. HubSpot is betting for content marketing as their main strategy to reach out and get in touch with their target: entrepreneurs, startups, and scaling companies.

Hubspot Operations Hub

Keeping up with this in mind, they also announced they are expanding its suite with the launch of Operations Hub. The objective is to make companies’ lives a little easier by automating processes, unifying data and aligning teams’ purposes. 

With Operations Hub, users can unify customer data in a connected CRM platform, automate a host of time-consuming tasks, maintain a clean database with ease, and ultimately, play an active role in shaping their company’s strategy. 

 With the Operations Hub they want to include operations teams to the heart of the platform and help companies have seamless inner interactions. Hubspot believes that companies have to run better on the inside in order to offer a great customer experience, and the way to do so is for team members to work together in a unified CRM.

Operations Hub joins CMS Hub, Marketing Hub, Sales Hub, and Service Hub as part of the HubSpot CRM platform.

3. Social Media Marketing Updates

  • Facebook and Instagram let business schedule stories

Last September Facebook introduced Facebook Business Suite. It’s an all-in-one platform designed for businesses to manage their social media activity from Instagram, Messenger and Facebook. Since the launch new features are being added constantly.

More recently a new capability was added in which businesses are now able to schedule stories on both Instagram and Facebook. Scheduling posts has always been a desired feature for any social media manager, since it helps plan ahead, save lots of time and maintain community engagement.

Facebook Business Suite Schedule Stories

By going to “Create Story” on Home, or by navigating to the “Posts & Stories” tab on the Business Suite app on iOS,Android or desktop, businesses can create and schedule stories very easily. 

It doesn’t end here. Facebook also added a feature that allows users to edit scheduled posts. If users wish to, they can access the “Scheduled Posts”section, select the post they wish to edit, choose “Edit Post” , make the changes and save it. In some time, they will also add a feature to Create and Manage Albums and Save Posts in Drafts. 

  • Reddit announces Clubhouse competitor Reddit Talk

Clubhouse appearance has shocked the social media world and now almost all platforms are preparing to launch their own version of the audio-only chat rooms wonder. We already talked about Facebook’s option, Twitter Spaces and now it’s Reddit’s turn with Reddit Talk

Reddit announced the intention to join the only-audio social media hype with their own version. It seems to be in very early stages of testing periods but the platform has invited moderators to join a waiting list, which indicates that they are moving pretty fast on the subject.

Reddit Talk Digital Marketing Updates April 2021

The moderators will be able to start talking immediately and they can invite redditors to participate as listeners. It will be available for both Android and iOS devices unlike Clubhouse which is only available for iOS with many interesting features:

We’re testing ways for hosts to customize the look and feel of Reddit Talk through emojis and background colors. Redditors can change their avatar’s appearance to fit the talk as well. We’re also exploring features to support AMAs and other types of conversations.

Moderators will have complete control over the rooms, being able to invite, remove and mute listeners. Reddit is really focusing on creating a complete experience for each room. 

  • Twitter launches test of a new profile type called Professional Profiles

The new Professional Profiles will provide businesses a new way to present themselves on the social media platform:

Professional Profiles are a new tool that will allow businesses, non-profits, publishers, and creators – anyone who uses Twitter for work – to display specific information about their business directly on their profile. We’re starting with a small pool of businesses in the U.S. and will give more accounts access to Professional Profiles in the coming months.

Twitter Professional Profiles

This new layout for professionals shows different information than regular profiles. It includes address and contact information and other elements like products displays, image galleries and business categories are being developed for the future. 

They’re starting to test with only a handful of businesses while taking notes to make the new Professional Profiles exactly what Twitter users expect them to be. 

To sum up!

It seems to be like digital marketing news from April 2021 are all tied together by the common thread of complying with users expectations and improving user experience. Google, HubSpot, Twitter and Facebook updates are all aiming into pleasing people’s needs with features that help them improve their working processes. 

Which new feature or update caught your attention the most? 

Make sure you check out:

Marketing Funnel Explained: Optimize your Full Funnel Strategy

Marketing funnel knowledge is key for any business owner, e-commerce manager or marketing specialist. Understanding the basic know-how of the shopping process a person goes through, will help you create a more effective strategy to achieve your business goals.

What is a Marketing Funnel?

A marketing funnel represents the stages a person goes through before they reach conversion. The journey begins when a person discovers the product or service and ends when an action is taken, whether a purchase, a subscription or any other objective depending on the business goals.

Marketing Funnel Template

Marketing Funnel Template

Marketing Funnel Template

There are many variations to the marketing funnel. Nowadays it’s even possible to find companies and businesses that have identified a specific funnel of their own process. However, in this case we are going to focus on explaining the most typical or standard one divided in three stages which will explain with more detail ahead:

  • Top of the funnel (TOFU): Awareness & Discovery
  • Middle of the funnel (MOFU): Interest & Consideration
  • Bottom of the funnel (BOFU): Decision & Purchase

The reason why it ‘s called or portrayed as a funnel is because in the beginning of the process, during the discovery stage, there are lots of people. Then, as they continue to advance to the next stage, some of them drop out, abandoning the journey and reducing the crowd. 

The objective of identifying these steps and how people go through, is to optimize every marketing effort into pushing the most of them to the bottom of the funnel and getting that conversion we’re looking for. Let’s say that we have a clear funnel path defined and data tells us that we’re losing a big percentage of people in the second stage. We can then deeply analyse what we are doing in the Interest & Engagement step to identify the issue and adjust our strategy accordingly. 

Marketing Funnel Stages

1. TOFU: Awareness and Discovery

Marketing Funnel Top of Funnel

Awareness and discovery is the first stage of the marketing funnel. This is the step in which people become aware of a problem and of your product or service as a solution. The top of the funnel refers to when someone realizes a need and starts looking for information to fulfill it. It’s during this stage that the first contact between prospect and business occurs. 

The Awareness and Discovery stage is where you have to provide leads with useful and relevant information about your product or service and how it can solve the problem they’re having. This first step is critical because it’s the first opportunity you have to catch people’s attention and try and persuade them to move forward to the next stage of Interest & Engagement. 

There are many strategies available to create content that’s both appealing and useful for this first stage. Let’s cover a few examples:

Inbound marketing strategies for Awareness & Discovery stage

Inbound marketing consists of all marketing actions oriented to connect and engage with the target audience with useful and relevant content that interests them through organic means. 

  • Blog Posts: creating consistent content that’s aligned to the interest of your target audience, opens a door for them to find you. Use the keywords they’re looking for on browser searches and create posts centered around those topics including information about your product/service with call to action. 
  • Social Media: most people have, at least, one social media platform. Having a strong social media presence, posting regularly and being where our target audience is, represents a great opportunity to make that first contact and show them how our business can fulfill their needs. 
  • Landing Pages: landing pages are great for lead generation. In these pages, offer your target audience something valuable for them in exchange for some personal information like name, email address and phone number. This way, you can create a database and contact them with more detailed information in the future. 
  • Videos: video content offers a more real and tangible contact between you and your prospects. It’s a world of possibilities where you can create various videos that engage and connect with your target audience.

Outbound marketing strategies for Awareness & Discovery stage

Outbound marketing is the opposite of inbound marketing and makes reference to actions oriented to reach a target audience through direct communication initiated by the brand or business. It consists of more traditional marketing channels such as ads. 

  • Ads: display ads, retargeting ads or social media ads all comprise outbound marketing techniques. They go directly to the target audience without them reaching out or making any type of effort to find you first by their own means. 
  • Pop-ups: emerging messages that promptly interrupt the visitor while browsing a site to show an offer, subscription request or special discount trying to catch the users’ attention above all. 
  • Cold emails: these are emails sent to a recipient you don’t know. They’re mainly used in sales with the objective of a dual-sided gain, networking or lead generation. 
  • Website’s homepage: when people look online for an answer to a question or problem, the first contact they’re bound to have with you is through your website’s homepage. This is your presentation card. That’s why it’s so important to build a website with a homepage that offers great user experience, including the most relevant information here to catch user’s attention and make them want to move to the next stage down the funnel. 

2. MOFU: Interests & Consideration

Marketing Funnel Middle of Funnel BOFU

The middle step of the marketing funnel is Interest & Consideration. In this step users already know about you, your product or service and are actively engaging with your content. Usually, during the Interest & Engagement phase, users evaluate if the option you provide as a solution for their problem is right. 

This is when prospects need to know more about you, they ask for opinions and research to find the best alternative. So during this stage it’s your job to provide as much information as you possibly can to help them learn what they can gain if they choose you.  

Here’s a few references on what type of content and strategies you can implement for the second stage of the marketing funnel:

  • Case studies: creating detailed case studies with insightful information and backed data of how your product or service performs, is a great way to provide convincing information that tilts the balance to your favor. 
  • Whitepapers/guides: whitepapers are guides that delve into a specific topic with insights that help people have a better understanding of said concept. These documents are a great resource to share with prospects who have reached this stage of the funnel with the purpose of providing deeper knowledge about what your solution can do for them. 
  • Ebooks: ebooks present a golden opportunity for you to declare your authority on the subject of your business/industry with a level of depth that a blog post just doesn’t allow. They’re also a great lead generating channel. 
  • FAQs section: a frequently asked questions section is an excellent resource to help users move down the funnel from consideration to conversion. Giving detailed answers to the most common doubts by identifying your prospects “pain points” will give you an advantage when the time for decision making comes. 
  • Website’s feature page: remember that in this stage of the marketing funnel, prospects are looking a little deeper to find out more in depth about your product or service. Having a section in your site, specifically destined to highlighting the features of your solution is a great way to solve user’s doubts.
  • Webinars: webinars are a great tool to help people to get to know you much better. You can use them focusing on building trust around your business.
  • Podcasts: podcasts are very digestible content. People listen to them almost in every scenario possible, so they have a great reach and you can get to new audiences. You can share useful information related to your business and industry offering additional value to your prospects and engaging with them. 
  • Email: with email marketing is possible to connect with users after they already expressed interest in your product or service and offer them more information. Sending more details after some time has passed, can help them move to the next stage of the marketing funnel. You can include here newsletters with infographics, white papers, guides, videos or invitations to webinars. 
  • SMS: is a fundamental for brands to nurture the relationship with their audience through a more personal channel. SMS has a 98% open rate and 45% response rate, with 90% of the messages being read within the first 3 minutes after receiving the SMS. 
  • Web push notifications: automated web push notifications offer a pathway to engage with the audience. The most interesting thing about this channel is that you can configure a different notification for each stage of the marketing funnel as it is explained on this web push notifications guide. It’s possible to design a flow of messages and send them sequentially for top, middle and bottom of the funnel. An example of a notification created for Awareness and Discovery could be a Welcome message sent to users who visit a site for the first time, informing them about a special discount or promotion they’ll receive if they decide to continue with their shopping journey.

3. BOFU: Decision & Purchase

Marketing Funnel BOFU Bottom of Funnel

BOFU, or the final stage of the marketing funnel is Decision & Purchase. It makes reference to the end of the journey when users just have to take one more step into making a decision to finally convert. In this stage users usually take under consideration budget, goals and specific solutions for their main pain point. 

This is when prospects compare different providers to choose the right fit for them. Is the negotiation stage where they need that final push into making a decision. Keep in mind that users that have gotten this far down the marketing funnel, already know you and understand the value your product or service represents for them. 

In order to give your prospects that last push they need towards conversion you can focus on:

  • Comparative Analysis highlighting the advantages between you and your competitors: during the Decision & Purchase stage, prospects are contrasting you against your competition. Is the moment to make it clear as water what you bring to table on top of them: what makes you unique and what makes you the best option. 
  • Post-purchase service: a lot of people base their buying decisions on post-purchase service. Nowadays customer experience has a ton of weight when it comes to tilting the balance towards deciding for one option or the other. Make it clear on what you have to offer prospects after they opt to choose you regarding important issues such as: 
    • Payment options
    • Timelines
    • Delivery experience
    • Customer support
    • Installation and onboarding (if the case)
    • Refunds and return policies
  • Demo/free trial: if your product/service allows it, offering a free trial period or a demo is a fantastic way to clear any doubt prospects might have by actually having direct contact with your solution. It’s a great strategy to hook clients and make them realize, first-handed, you are the best choice. 
  • Testimonials: by this stage, users are already engaged with your content. In the intent of getting as much information as possible and gaining trust on your offer, they’ll be more willing to read testimonials. They help increase trust on your solution, so make sure you ask clients to share their thoughts and opinions about your business. 
  • Website’s pricing page: prospects that have arrived to this stage of the marketing funnel are already interested in your product. Most likely one of the first things they’ll do is look for your pricing. Make it easier for them to find it by adding a specific pricing page or section in your website. 
  • Promos and discounts: a  “first-purchase” discount or “no shipping fees” promo can go a long way into closing the deal. Entice prospects to take the final step with a one time offer they can’t refuse. 
  • Nurturing emails: if users have engaged with your content by sharing their email addresses with you, take this opportunity to communicate with them with nurturing emails. Share content that’s both attractive and valuable, inviting them to visit your site once more. 
  • Nurturing web push notifications: with automated web push notifications from Frizbit you can send subscribers a message after a few days they haven’t visited your site inviting them to come back. You can also add a few manual notifications to share special discounts, promos or updates and stay in their minds through time. 

Additional marketing funnel stages

As we mentioned before, there are many variations of the marketing funnel and its stages. In some versions, there are two more: Loyalty and Advocacy. These stages make reference to what happens after prospects have become clients. 

4. Loyalty

Marketing Funnel Loyalty

It’s important to design a strategy to keep in touch with customers after they finish a transaction. You don’t want people to leave your site and then forget about you forever or until they need something from you again, leaving it to fate that they remember you and come back. 

Creating a loyalty program to build a relationship with your customers deserves your attention (or more) as all the stages that got them here. You can do this with:

  • Manual web push notifications: if users allowed them, even after they have completed a purchase they still are part of your subscribers list and you can send them bulk notifications with special discounts, flash sales or promos. With regular communication through web push messages, you can stay on the top of mind of your customers and increase the chances they think of you the next time they need a product or service from your business category. 
  • Mailing lists: asking your customers to share their email addresses and become part of your mailing list to send updates and interesting information is a great way to keep in touch through time. 
  • Innovation: you want to maintain customers engaged. Constant innovation is a great strategy to peak their interest constantly and make them want to come back and repeat. Launch new features, make upgrades, create new collections and keep things interesting!

5. Advocacy/Referral

Marketing Funnel Advocacy

Advocacy is the ultimate goal and dream for any business. This stage of the marketing funnel makes reference to the moment customers become fans of your brand. They turn into advocates and start sharing content on social media, writing reviews and recommending you to others. 

Final thoughts about the marketing funnel

When it comes to planning your strategy, the more information you have about your target audience the better. Having a clear understanding of your own funnel, and in which stage prospects are, can help you perfect your digital marketing actions and make every single one of them as effective as possible. 

Marketing Funnel

This marketing funnel offers the view of the prospects journey with a very broad perspective. Depending on your business model and your own products or services, the funnel can be much more detailed, specific and with more stages.

Based on this model, you can analyse your processes and identify additional stages. Remember that the most important thing is that you know who you’re talking to and with what purpose. 

Let us know the stages you have in your business marketing funnel and which strategies you apply for each one, we would love to know!

You might also like: 

Digital Marketing News, Insights and Updates from March 2021

Digital marketing news from March 2021 cover updates from Google Search to important social media new features. It’s amazing to witness how, every month, marketing technology changes and takes a step forward into making marketers jobs easier with new features added to existing platforms and new tech being developed.  

As we do it every month, we have gathered the most relevant marketing news and information worth revising for search marketing, tech marketing and social media marketing. you never know which new feature of technology will help you improve your digital marketing strategy. So keep on reading for the:

Digital Marketing News, Insights and Updates from March 2021

1. Search Marketing Updates

Google puts to the test displaying a cost estimate for local search queries

Google has announced that the company will be testing a new feature to show cost estimates in local search results. The feature is inspired by an alliance between Google and Homewyse, a site that provides contractors a system to calculate accurate quotes for their clients. They provide cost and pricing estimates for common houseworks, such as maintenance, repairs or remodelings. 

The new costs feature will show an estimate of the price range. Google says “The price information provided should be used as a guide only. The actual cost of service may vary widely based on the provider you choose and the specific details of your job.”

Digital Marketing News Cost Estimate Google

 

The results will show a price range for the service the users search for in the local area near their homes. According to Google, “Knowing the typical prices for a service in your ZIP code can help you estimate the cost of your job before booking it with a Local Services provider.” This feature is limited to the U.S. for the moment.

Google brings Full Coverage news to search results

Another marketing news by Google is that they’re bringing the Full Coverage feature to show on search results. This feature was already available for Google News since 2018, but the company has decided to now add it to Search Results as well with an announcement on their blog last March 8th.  

Digital Marketing News Full Coverage Google

According to Google, the reasoning behind this decision is that “People are hungry for context that helps them break down and understand (…) complicated stories from multiple perspectives.” This decision has been inspired because of how important and ongoing news and stories, such as Covid-19 or the U.S. elections are “consumed” by people. 

The “Full Coverage” page will show next to the carousel of articles that appear at the top of the Search results page when users introduce a query. If users want to dig a little deeper on any big developing news, they just have to click Full Coverage.

With this launch, we’re introducing new technology that is able to detect long-running news stories that span many days, like the Super Bowl, to many weeks or months like the COVID-19 pandemic. We then organize the Full Coverage page to help people easily find top news along with additional content like explainers and local coverage that are helpful to understanding these complex stories.

Right now the Full Coverage feature is only available for mobile devices in English and limited to U.S. users. Google says they intend to roll it out to more countries and languages in the upcoming months. 

Microsoft Bing updates search results interface

There are several updates coming up for Microsoft Bing interface. Recipe results, carousels, infographics and local answers are getting a revamp with the purpose of making the search experience more “visually immersive” for users. 

  • Infographic-like search panel experience: one of the first changes is a new, knowledge panel design. The objective was to make it more visually appealing and “provide both style and substance”. 

Digital Marketing News Microsoft Bing

 

  • Local answers with more information: when users search for anything on local answer, they’ll get more information. Microsoft Bing added more than just a single images carousel, they added more to Bing Maps, top images and reviews.

Digital Marketing News Microsoft Bing

 

  • Expandable search carousels: they also added a feature with expandable carousels that show high-level information results in order to avoid a crowded results page. A user can hover an specific result and it will expand showcasing more detailed information.
  • Similar looking items feature: when users make a search on Microsoft Bing Image Search, they can now click on it and use the “similar looking items” feature to highlight a portion of said image and get more results of images similar to that specific portion and can even directly go to a retailer’s site to purchase an item if that the case. 
  • Recipes result with more information: when looking for a recipe, users will get a list and have the option to expand them to see more. The information can go from nutritional information to, users reviews and ingredients list and possible substitutions. 

2. Marketing Tech Updates

Google Chrome can now caption audio and video

Google rolled out the Live Caption Feature for Chrome. This allows users to automatically generate real-time captions for media on their browsers. The feature works for social media, podcasts, radio, personal video libraries, embedded video players and most web-based video and chat services. 

Captions make online content more accessible. If you’re in a noisy environment, trying to keep the volume down, or are part of the 466 million people in the world who are deaf or hard of hearing, having captions lets you follow along to whatever content you are watching — whether it’s viral feta pasta videos, breaking news or a scientist discussing their latest research. – Google Blog

One of the most interesting features of the new Live Caption, is that the captions are generated on real-time. This means that they appear as content plays and they work offline as well. 

To turn on the Live Caption Feature, users just need to go to Chrome Settings, click on Advanced and then go to Accessibility. The captions currently only support English and are available worldwide on the latest update of Chrome on Windows, Mac and Linux. 

Google My Business report shows how people found your business

If there’s an important piece of information for every business, is definitely how people found them. Google’s aware of this and has rolled out an update for Google My Business that shows how users got to you. 

The new performance report insights upgrade shows a section of people who viewed your business and how they found it, whether through desktop, mobile or either Search Results or Google Maps.

Digital Marketing News Google My Business Report

Businesses can access these new reports by logging to their My Business accounts and selecting the Insights tab. From there, go to the top of the page to access the new performance reports and scroll down to the section that shows “how people discovered you”. 

The reports breakdown the information by device and type of search. This feature has been available as a beta since late January and Google pointed out a few details:

  • The metric represents the number of unique users so it might be lower than the number of views found on Google My Business and in email notifications. 
  • The metric focuses on views of the Business Profile, not overall views of the Business in Google. 

Hootsuite adds new “best time to publish” feature

The social media management web platform has rolled out a new feature that shows you the best time to publish on your different social media channels. These suggestions are completely personalised based on your own publishing history of the last 30 days. 

Digital Marketing News Hootsuite Best Time Publish

The new feature aims into helping content creators “build awareness, boost engagement and drive traffic”. Knowing when to post is so important to reach as many people as possible on social media, and this feature has the objective of helping with that. 

This month, Hoostsuite also included an update that allows you to add Magento into your dashboard. This will allow you to:

  • Add streams of your products to Hootsuite
  • Share to multiple networks, including Instagram, Twitter, Facebook, and LinkedIn
  • Schedule when posts are sent
  • Respond to users on Twitter with product information
  • Use templates for frequently used posts/replies

3. Social Media Marketing Updates

Instagram is testing new auto-caption feature in stories

Instagram is testing a new auto-caption feature for stories. It’s called “Closed Captions” and shown in the stickers tab. A social media consultant shared a video showcasing how it works and it seems the captions are really accurate.

Digital Marketing News Instagram Live Caption

After recording a video with voice, you just have to open the stickers tab and select the Caption one and the app will automatically generate a transcription. There are different options for styling the captions, very similar to the ones available for the transcription of lyrics from the music sticker. 

The feature is just under test by Instagram and not available to the public yet. However, we can expect it to be launched very soon. 

Twitter is testing new e-commerce features

Twitter is testing a new feature that links to e-commerce product pages. It displays the tweet with a different card format design that includes a big “Shop” button and showcases details about the product directly into the tweet.

Digital Marketing News Twitter E-commerce

The information displayed on these new tweets format for e-commerce show:

  • Product name
  • Shop name
  • Product price
  • Shop button

Twitter confirmed that these new e-commerce tweets are an example of a new “organic” type of tweet. The social media platform is aiming into helping content creators monetize their work with many new features. Joining forces with newsletter platform Revue a few months ago and a new Super Follow feature that will allow creators to charge followers for “exclusive content” , are definitely aiming in that direction. 

Facebook looking to launch audio-only rooms

All the world has been on a hype since the popularisation of the new audio-only social media Clubhouse. Other social media platforms don’t want to be left behind and Facebook has started working on its own version of audio-only chat rooms. 

In May last year, Facebook rolled out a feature called Rooms that allowed users to create private video chats others can join. So, creating a new one that’s audio-based only wouldn’t be a major work or effort for Facebook.

Digital Marketing News Facebook Audio Chat Rooms

The new feature will allow users to create public or private audio group rooms. It’s basically the same thing as Clubhouse or Twitter Spaces. Maybe this would suppose a threat to Clubhouse since the app still works just for iOS and it’s based on invites only. 

We can expect Facebook to roll out the new feature very soon, since the amount of work behind it is basically ready. 

Summary

This is it for the most important digital marketing news from November covering everything from search marketing, tech marketing and social media marketing. Which news caught your attention more?

Bonus Material

We’ve recently created the Digital Marketing & E-commerce Experts group on Linkedin for all of you marketing professionals and enthusiasts. Here you’ll find all sorts of content related to digital marketing and e-commerce, you can share your own experiences, questions and just rub shoulders with other marketers on a daily basis.

Digital Marketing News Marketing Experts

Since you’re already here, you might want to check out: