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The SMS: Seven Mobile Stories 4-14-17

by Camille Bishop | April 14, 2017

Speech Analytics: How to Improve Customer Service and Boost Sales

By Juan Martinez

You call a company and hear the automated message: “This call may be monitored for quality assurance.” You’re soon in a fit of rage because you’ve been on hold for too long, your package was shipped to the wrong address, and now some kid in Nova Scotia is playing your Nintendo Switch. You don’t care whether or not the call will be monitored; you just care that you receive the customer service necessary to rectify your situation. You probably realize your call will be recorded, analyzed, and used to teach service agents how to better manage customer relationships (not that you really care). But what you probably don’t realize is, there is software running alongside this call, measuring the timbre of your voice, tracking keywords such as “angry” or “manager” in order to guide the representative to deliver a better resolution to you.

What Is Speech Analytics?

The speech analytics market is expected to reach $1.6 billion by 2020, according to a MarketsandMarkets report. The industry is composed of companies that offer basic services such as recording, transcribing, and providing businesses with analysis of historical calls. You’ll also find real-time engines that can send alerts to supervisors during calls, alerting them that their new service rep has angered a long-time customer. This kind of real-time speech analytics is designed to automate the call-monitoring process in order to improve customer service, as well as to provide marketing and sales insight.

8 Video and Social Marketing Stats That Got Our Attention This Week

By Christopher Heine

It’s been another strong week for data points, especially if you are Facebook Inc. Check out the nine stats that grabbed our attention in recent days:

1. Imitation works
Instagram has been relentlessly copying Snapchat’s video features in recent months, and that strategy appears to have worked. Instagram said it now has 200 million people using its Snapchat-like Stories feature on a daily basis. So that feature alone on the Facebook-owned platform is more popular than Snapchat’s app, which has 158 million daily users.

2. Getting the message
Facebook Messenger is increasingly popular, and its vp of messaging products, David Marcus, said the application now has more than 1.2 billion monthly users. The app had 500 million users at the end of 2014, so its growth has been impressive.

3. Everyone’s doing Facebook ads
Facebook announced Monday that it has more than 5 million advertisers worldwide, with nearly 50 percent of them creating their campaigns on mobile devices.

Five Revolutionary Changes in Marketing Since the Turn of the Century

By Al Ries

What can we say about marketing that hasn’t been said many times before?

Actually, a lot.

Two developments have changed marketing forever. One is the arrival of the internet. The second is the rise of global branding. Both of these developments have contributed to the revolutionary changes that have taken place in marketing since the turn of the century.

1. PR is more important than advertising

2. The category is more important than the brand

3. The name is more important than the strategy

4. The visual is more important than the verbal

5. Multiple brands are more important than single brands

Facebook Says Spammers Are Losing Ground

By Gavin O’Malley

By its own reckoning, Facebook is getting better at spotting spam, bogus accounts, fake news, con jobs, and other types of misinformation. Of late, “We’ve made improvements to recognize these inauthentic accounts more easily by identifying patterns of activity … without assessing the content itself,” Shabnam Shaik, a technical program manager on Facebook’s Protect and Care Team, notes in a new blog post.

For Facebook, red flags include repeated posting of the same content, and an increase in messages sent.

In tests, this evolving strategy is already showing results, according to Shaik. “In France, for example, these improvements have enabled us to take action against over 30,000 fake accounts,” he calculates.

Going forward, Shaik says he and his team on focused on sidelining the biggest and more prolific offenders. “Our priority … is to remove the accounts with the largest footprint, with a high amount of activity and a broad reach,” he notes.

Snap Advertisers Can Now See If Their Ads Increase Foot Traffic

By Lauren Johnson

As Snap looks to build out an advertising business to rival Facebook’s and Google’s, the app is launching a new location-based product that lets businesses see whether people go to stores after seeing advertisements.

The new ad product, Snap to Store, looks at the number of people who go to a store within one week of seeing one of Snap’s vertical-oriented mobile ads. Wendy’s, 7-Eleven and Paramount Pictures have tested the location-based ad. Wendy’s used sponsored geofilters to promote a jalapeño chicken sandwich and according to Snap, the ads resulted in more than 42,000 people visiting a restaurant within the seven-day period.

“Foot traffic into our restaurants is the best measurement of short-term sales success for any program—we want more ad tech like this,” said Brandon Rhoten, head of advertising, digital, social and media at Wendy’s, in a statement.

Buoyed by the success of its test programs, Snap is launching a dashboard advertisers can use to compare the whereabouts of people who see an ad against those who don’t. The dashboard also calculates incremental visitors and visitation as well as demographic information like age, gender and region.

The Most Important Metrics for Monitoring an Omni-Channel Sales Strategy

By Danny Wong

The adoption rate for an omni-channel sales strategy has been wildly inconsistent in the B2B world until very recently. Some companies made the transition a key part of their strategy over a decade ago, while other organizations still depend largely on their channels as separate and distinct experiences. The old paradigm is finally giving way, however.

According to a 2016 study of the B2B landscape, approximately 90% of B2B companies are at least somewhat interested in pursuing an omni-channel sales strategy. With a new outlook comes the need for some distinct metrics, as sales leaders must understand what unique benefits customers are searching for in a world built around the integration of multiple channels.

Mobile Marketing Boom Chronicled in New Infographic

By Michael Essany

According to a recent report and corresponding infographic from B2C, the mobile marketing industry is poised to enjoy a monumental 2017.

Of course, growth is nothing new for mobile marketing, as the space has grown tremendously just in the last 12-24 months.

“With more people now getting their hands on mobile devices around the world, and using them to do just about everything — the future truly is focused on mobile,” says report author Zac Johnson.

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