Tag: Advertising

Using chatbots to improve customer service
As the use of technology in our everyday lives continues to surge, automating customer service is becoming increasingly popular. Chatbots are a type of artificial intelligence (AI) software that can be used to facilitate communication between businesses and customers. This technology has been around for some time but is now rapidly increasing in popularity due to its ability to alleviate the workload of customer service representatives, improve customer satisfaction, and reduce costs for businesses.

Customer service is often one of the most important parts of any business, as it is responsible for providing timely feedback to customers and resolving their issues. However, providing quality customer service can be expensive and time-consuming for businesses, particularly when dealing with a large customer base. To overcome this, more and more companies are turning to chatbots as a cost-effective solution.

By utilizing natural language processing and artificial intelligence, businesses can create automated virtual agents that are capable of providing customers with assistance in a more rapid and efficient manner than human customer service representatives. This allows businesses to respond to customer inquiries more quickly, free up staff to focus on more complicated customer issues, and provide a more consistent customer service experience across all channels. Chatbots can be programmed with a variety of capabilities, including responding to frequently asked questions, providing product recommendations, helping customers navigate the website, and more. Additionally, they can be customized to a business’s specific needs, allowing for a more tailored customer service experience.

Natural language processing or NLP allows Chatbots to automate customer service tasks such as answering basic questions, taking orders, providing information on products and services, troubleshooting issues, as well as scheduling appointments, and tracking orders. Thanks to their AI capabilities, chatbots can understand customer inquiries efficiently and provide accurate responses in a timely manner.

Using chatbots for customer service has several advantages

1. For one, they can be programmed to provide 24/7 customer support and respond instantly to inquiries. This allows businesses to serve customers round the clock without having to hire additional staff or pay overtime wages.

2. Additionally, chatbots can handle multiple chats at once, which increases the efficiency and responsiveness of customer service departments.

3. They also enable businesses to easily collect valuable data about customer behavior and preferences which can be used for marketing purposes.

4. Moreover, using chatbots eliminates language barriers by allowing customers from different backgrounds and countries access support in their native languages.

5. Chatbots also improve customer satisfaction by ensuring customers feel heard during interactions with a business’s support team.

6. Chatbots are easily customizable and can be programmed with your brand’s voice and personality so that customers have a consistent experience when interacting with them.

7. Finally, chatbots can help businesses save costs since they require minimal setup costs compared to hiring additional employees or outsourcing customer service tasks.

8. Chatbot software tends to be much cheaper than other automation solutions as well; plus they don’t require payment for overtime or holiday wages like human agents do.

9. Chatbots can be used to automate repetitive customer service tasks, such as order processing, order tracking, and even customer feedback surveys.

Overall, the use of chatbots can bring many benefits to businesses looking to improve their customer service strategies. These automated assistants can help businesses save time and money while providing customers with an improved experience by offering 24/7 support in multiple languages. As such, chatbots are a great way for businesses to optimize their customer service operations and stay ahead of the competition.

They are useful for quick, automated responses and help companies save time and money by eliminating the need for in-person customer service reps. Chatbots also offer customers a personalized experience that can lead to increased customer satisfaction and loyalty. When used correctly, chatbots can greatly enhance customer service in any organization.

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January 13, 2023
3 Steps to Master Digital Advertising – Inside Google Marketing

What is Digital Advertising?

At its most basic, digital advertising is any sort of advertisement that appears online, whether on your web browser, your social media apps, or other destinations and resources across the internet.

Today, digital advertising takes many forms and uses various channels including social media, video streaming, mobile apps, Pay-Per-Click (PPC) ads you see at the top of search results, and almost anywhere else that can get your attention. We take a look inside the biggest and the most connected advertising platform.

Inside Google Marketing

We split the plan into three steps, sharing precisely what Google’s Advertising team uses—and in what order—to raise awareness, lead generation, online sales, offline sales, and install applications.

3 Steps to measure Digital Advertising

Step 1

Use Data to Set Goals

Type of Goals

Thought Roadmap:

a) What do you want to achieve with a Google ad campaign?

This is the marketing objective (MO). The performance products of Google ads are specially designed for these four: Lead Generation, Online Sales, Offline Sales, & Mobile Growth.

b) What metrics do you have to measure and improve to fulfill that MO?

This is the KPI (Key Performance Indicator).

c) What Value does the KPI have to reach to be successful?

That is the campaign goal. This value is determined by the ROI required by the business based on the Customer Lifetime Value (or nearest proxy to this).

Type of Performance Goals

A framework that helps the effectiveness and cost-efficiency of marketing efforts:

Choosing a Goal

A useful Campaign goal is :

a) Quantifiable: Results can be measured clearly

b) Incremental: Goes beyond what is achieved naturally without any media expense.

c) Commercially Viable: Produces positive return on investment.

The gold standard for performance campaigns inside Google advertising is Customer Lifetime Value(CLV), which measures a customer’s value over a specific time-frame.

Step 2

Performance campaign metrics

When Google works on sales or revenue campaigns (which the team calls ‘results’ or campaigns for ‘direct response,’) we usually target the following.

Conversion Tracking

A Conversion occurs when a customer completes a valuable action.

Conversion tracking is critical because:

a) it shows whether the campaign is effective in driving the desired KPIs and goals.

b) it allows us to calculate the campaign ROAS or CPA, to see if the campaign is cost-efficient.

c) it allows us to save time and improve efficiency by unlocking automated strategies in Google Ads.

Automation

Google ads use strong algorithms to learn machines to help get the right ads to the right client.

We often introduce automated bidding once we’ve set up conversion monitoring.

– automation optimizes our campaigns towards a metric or objective

– it’s guided by our CLV and our target ROI (Return on Investment)

– saves us time, providing both flexible control options and insightful reporting tools

– ensures efficiency by placing the right bid at the right time.

Dynamic Creatives

Dynamic creative formats are another excellent form of automation accessible through conversion monitoring.

We saw that machine learning manually checks our creative properties. We use dynamic creatives because they produce more income per media dollar invested in our experience.

– These advertisements are driven by machine learning algorithms to view custom-tailored images and text

– 45k+ possible permutations are available for testing with up to 30 person text, logo, video & image variations.

Also Read: 3 ways humans can do PPC better than machines alone

Step 3

Waterfall Media Planning

The Waterfall

A waterfall methodology provides budgets dependent on their performance for the various channels.

– The best channel performs in full before the demand within CPA and ROAS goals can be completely captured.

– At this point, it’s considered fully-saturated; only then does the second-best performing channel begin receiving funds, and so on.

– Google prioritizes the networks continuously, thereby hitting the objective of the total CPA or ROAS by CLV.

Water Budget Planning

Why use WaterFall?

Running multiple campaigns & products across Google Ads can be complicated.

– We found that our best-performing channels are a priority, which means that we continue to concentrate financially on lasers and measuring.

– The Waterfall strategy encompasses both large and small budgets and national and global initiatives.

Conclusion

Advertisement Strategy is one of the key elements of the marketing mix and deals with anyone or two-way communication that takes place with the consumer. Bookmark this page to following these simple steps to gain maximum advantage.

If your campaigns are getting complicated and are not driving the results then you can reach out to us for advisory.

For questions or to share your project details with us, drop us an email at info@technocratiq.com or Whatsapp at +91-7982534881.

Article submitted by:

Amit Sharma

Linkedin: www.linkedin.com/in/amtysharma

February 23, 2021
B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act
B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum

Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today

WordPress can now turn blog posts into tweetstorms automatically
WordPress has rolled out a new feature that allows entire posts created in the content management system to be shared and discussed on Twitter, including accompanying images and video, with support for multiple Twitter accounts, the firm recently announced. TechCrunch

Facebook & Instagram Drop Support For WordPress Embeds
Facebook and its Instagram platform will both cease supporting the traditional and widespread form of WordPress embedding, as unauthenticated embeds won’t work after an October 24 API update — a change aimed at driving publishers to create Facebook Developer accounts and use the oEmbed embedding format, Facebook announced recently. Search Engine Journal

Marketers Got Hyper-Relevant Advertising Messages Wrong, Study Finds
Brands achieve a 26.7 percent higher chance of gaining new customers when they target using a goal-driven advertising message mindset compared to an item-driven one, according to recently-released survey data that points out possible consequences of overly-specific ad targeting. MediaPost

Google Podcasts Manager shows you search impressions and clicks from Google Search
Google has launched a podcast performance monitoring and reporting system — Google Podcasts Manager — that shows how people find podcasts and what their listening habits are, among other new podcast-related data, Google recently announced. Search Engine Land

Key Takeaways From Congress’ Digital Competition Report
Amazon, Apple, Facebook and Google are being urged to implement changes that would promote increased interoperability when it comes to digital advertising, and Adweek takes a look at some of the findings from the nearly 450-page U.S. House Judiciary Committee’s Antitrust Subcommittee report. Adweek

YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
YouTube has begun testing interactive product tags within certain videos, including new integration with Shopify that could lead to more streamlined clickable products within video content, the video giant recently announced. Social Media Today

Google Assistant Opens, Searches, Completes Functions In Mobile Apps Using Voice
Google has enhanced its Google Assistant service with new voice search features for users of Android apps, including functionality to post to social media platforms, the firm recently announced. MediaPost

Performance Marketing Budgets to Increase as Marketers Chase ROI
42 percent of B2B marketers plan to increase budgeting for performance marketing initiatives by up to 20 percent over the next year, and 18 percent say they will increase those budgets by over 20 percent — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “product choice overload” by Marketoonist Tom Fishburne — Marketoonist

Coworker’s Sly Smile In Zoom Meeting Suggests Separate Chat Happening Right Now — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — Roundup Debate on why people follow influencers — DearMishuDad
- Lee Odden — The Employees as Influencers – Insights from Adobe — Jason Falls
- Nick Nelson — 10 Important Building Blocks for Small Business Success — Small Business Trends
- Lee Odden / TopRank Marketing — The State of B2B Influencer Marketing [Research] — V3Broadsuite
Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for taking the time to join us for the weekly B2B marketing news, and we hope that you will come back again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act appeared first on B2B Marketing Blog – TopRank®.

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October 16, 2020
B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook
Trends to follow in 2020

US B2B Digital Advertising 2020
B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer

The ‘Purpose Gap’ Facing Many B2B Brands
86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs

How Bad Data Hurts B2B Companies
88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren’t certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report

Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek

Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch

Global brands advance towards ‘holy grail’ of cross-media measurement
An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA’s Cross-Media Working Group recently announced. The Drum

Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal

LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch

New open source robots.txt projects
Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog

What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist

Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Lee Odden — Stop Telling The Same Old Story — Mark Armstrong

Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends

TopRank Marketing — Why Convenience Is Essential — Forbes

Have you found your own key marketing stories from the past week of news? Please let us know in the comments below.

Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook appeared first on Online Marketing Blog – TopRank®.

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September 25, 2020
B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection
COVID-19 drives more business to B2B marketplaces
Global marketplace growth is being led by the B2B segment, with sales expected to hit $3.6 trillion by 2024 — up from $680 billion in 2018 — according to recently-released report data of interest to digital marketers, which also showed that 89 percent of purchasing managers are spending at least the same or significantly more because of pandemic circumstances. Digital Commerce 360

How Committed Are Big Advertisers to Content Marketing?
Over the past two years major advertisers have doubled their commitment to content marketing, with 52 percent of senior-level marketers saying their firm is strongly committed to content marketing — up from 26 percent two years ago, according to recently-released survey data from the Association of National Advertisers (ANA) and The Content Council. MarketingProfs

The Pandemic Pushes A Rebound in Mobile App Opens
Technology, Internet and productivity app opens saw a 55 percent year-over-year increase from March through June, with business app opens up 26 percent and finance and insurance industry app opens seeing a 22 percent rise, according to newly-released report data highlighting strong positive shifts from app opens during March. MarketingCharts

Facebook Announces Beta Launch of ‘Horizon’ VR Social Experience
Facebook has launched a test version of its Horizon virtual reality (VR) social media experience, offering features for collaboration along with social interaction elements — available via waiting list — the firm recently announced. Social Media Today

Influencer Followers Will Continue Spending More Time on Social Media After Restrictions Lift
Among U.S. and U.K. consumers who follow social media influencers, 72 percent said they have spent more time using social platforms during the pandemic, and 64 percent also said that they are likely to continue the same level of usage during post-pandemic times, according to recently-released GlobalWebIndex survey data.. eMarketer

LinkedIn lets Page owners view, sort, learn more about their followers
LinkedIn (client) has launched an array of new features for its business pages, including more detailed page follower information, page-related event listings, and new employee content sharing and curation options, the Microsoft-owned professional social media platform recently announced. Search Engine Land

Twitter Tests Replacing ‘Retweets and comments’ with New ‘Quotes’ Count
Twitter has begun testing the use of a combined “quotes” metric comprised of the platform’s longstanding retweet and comment counts, in an effort to visually simplify its user experience elements, the firm has announced. Social Media Today

Google Ads to limit Search Terms reporting, citing privacy
Google has started notifying its Google Ads users that certain infrequently-searched terms will no longer be available in the Google Ads search terms report — a move the search giant says is aimed at protecting user data and maintain privacy standards, Google recently announced. The move has led certain advertisers to question whether the Google Ads change will remove the ability to discover helpful search terms. Search Engine Land

Want to create loyal customers? Get on the bleeding edge of data security
Brand loyalty is tied to strong data privacy, with 31 percent of U.S. consumers seeing it as the most important factor, while 40 percent said that trustworthiness is tops when it comes to brand loyalty, according to recently-released survey data also showing that 42 percent refuse to share sensitive personal data for any reason. TechRepublic

Instagram Carousels Are the Most Engaging Post Type [STUDY]
10-slide carousel posts have seen the highest engagement rates on Instagram, according to newly-released survey data from Socialinsider of interest to digital marketers. The study of some 22 million Instagram posts also shows that the use of carousels has risen faster than video content, while traditional image publication has fallen. Search Engine Journal

ON THE LIGHTER SIDE:

A lighthearted look at “the rise of the customer service bots” by Marketoonist Tom Fishburne — Marketoonist

The hashtag turns 13 — Chris Messina

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Lee Odden / TopRank Marketing — New Report Says B2B Influencer Marketing Still Has Massive Room For Growth — Forbes

Lee Odden — Keynote Lineup for Pubcon Pro Virtual 2020 — Pubcon

TopRank Marketing — Nicht nur für B2C: Wie B2B-Unternehmen von Influencer Marketing profitieren [In German] — Futurebiz

Lee Odden — Monday’s Marketing Minute: The Relaunch — Mack Collier

Lee Odden — What’s Trending: Who Tells Your (Brand’s) Story? — LinkedIn (client)

TopRank Marketing — The Essential Qualities B2B Brands Look for in Influencers — MarketingProfs

TopRank Marketing — MGM Resorts cuts 18,000 jobs, NBA teams to offer arenas as voting locations, and 78% of B2B marketers say prospects rely on influencers’ opinions — PR Daily

TopRank Marketing — Influencer marketing daje pozytywne skutki w marketingu B2B [In Polish] — SOCIALPRESS

Have you located your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for taking the time to join us for the weekly B2B marketing industry news, and we hope you’ll return again next Friday and tune in for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection appeared first on Online Marketing Blog – TopRank®.

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September 4, 2020
IAB’s first publication on blockchain in advertising paints an optimistic picture

Blockchain Report

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic.

The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.

Blockchains are distributed ledgers where transactions are open to all participants and, once recorded to the chain, are virtually impossible to change. There is no central authority because blockchain tech is built on various kinds of consensus. The advantage of this approach is trust between parties who don’t know each other, and possibly less fraud because transactions are known.

From the IAB white paper

The report looks at several pilot projects. There’s AdLedger, a non-profit consortium of ad and media companies that is working to mainstream the technology. Los Angeles-based MetaX has launched Ads.txt Plus, which employs blockchain so publishers can maintain and publish their own Ads.txt files of approved suppliers of their inventory. Eventually, authorized sellers might be able to verify authorized sellers even if the sellers’ names aren’t shown.

Kochava’s XCHNG intends to open-source its blockchain framework later this year, based on the idea that insert orders can become smart contracts. And NYIAX has built its blockchain-based environment on Nasdaq’s Financial Framework, but instead of stocks, it adds a new asset class: digital ads.

IAB’s paper is bullish on the technology, noting that this year will see more deployments in advertising, many in the proof-of-concept or pilot stage. By next year, IAB predicts, blockchain could take hold in the industry. But it also notes the challenges, such as improving blockchain’s sluggish performance speed, creating standards for identity management and a raft of legal issues.

The vision is certainly enticing for an ad industry struggling to maintain its balance against fraud, transparency and a new approach to personal data because of the upcoming General Data Protection Regulation (GDPR). Here’s one glimpse of that possible future, outlined in the white paper by MadHive CTO Tom Bollich:

“In the future, we would like to push the ad server out to the edges. Instead of housing user data in a centralized data store, [MadHive’s blockchain project] allows users to keep their data completely private by pushing ad decisioning to the edges — to the users’ devices. For example, can I put an ad server in your TV that is cryptographically sealed and holds your personal information inside of it? The ad server actually asks for advertising as opposed to getting pushed advertising. You never actually tell anyone who you are. That’s the future we see. Can your TV work with your phone, and then maybe even your fridge, to know who you are and give advertisers a deeper understanding of who the user is? We think so — and the blockchain can deliver it.”

Source

February 10, 2018
Quora adds more contextual & behavioral ad-targeting options
Quora launched its ad platform in 2017 with topic targeting. Now, the question-and-answer network is expanding its ad targeting offerings.

Quora announced Monday more options for behavioral and contextual targeting to either narrow or widen audience targets.

Behavioral (people-based) targeting

Last summer, Quora introduced website retargeting to the platform. Now it’s adding interest and lookalike options

Interest Targeting — Reach users who have engaged with specific topics by reading questions, voting on answers and more.

Lookalike Targeting — Cast a wider net by targeting users that have similar attributes to an advertiser’s existing audience in Quora Ads manager.

Contextual (content-based) targeting

In addition to topic targeting, Quora is adding two new options for contextual targeting.

Question Targeting — Ads can show on specific questions and be tailored to that content. This is Quora’s most granular level of targeting.

Multiple Topic Targeting — Upload your Google keywords to find matching Topics on Quora and target multiple Topics with your ads.

Location and device targeting can be layered on top of any of these options.

Additionally, advertisers on the platform can now exclude certain questions and certain audiences from their campaigns.

This Article Originally Appeared on Marketing Land

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February 7, 2018