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The SMS: Seven Mobile Stories

by Camille Bishop | May 19, 2017

The SMS is a collection of industry news from the world of mobile and digitial marketing, compiled by Marchex. These are the top seven stories which caught our eye this week. Did we miss something? Let us know in the comments!

A Brief Look At Multichannel vs. Omnichannel Marketing

By Susan Smith

A lot of people get confused between Multichannel and Omnichannel marketing. There is clearly a lack of understanding regarding what both these terminologies represent. The purpose of this article is to differentiate between the two concepts so that marketers can adopt marketing strategies that are suited to help them drive their business forward.

First, let’s understand that both terminologies have a common trait – both of them reach out to customers via multiple channels. The definitions below will provide a clearer picture.

Multichannel Marketing

In this form of marketing, marketers directly invest in multiple channels to reach their target audience. The channels may include social media, email marketing, a store (physical and/or online), and other online marketing strategies. The goal of this form of marketing is to have a strong and unique strategy for each channel. This way, the marketer will be able to target customers with varied buying preferences.

Omnichannel Marketing

This form of marketing is an advanced version of multichannel marketing. Omnichannel takes a balanced approach. It involves viewing the whole business experience from the customer’s perspective. A positive customer experience is orchestrated across multiple channels in a seamless and integrated manner. Omni channel marketing keeps the customer at the center of its business model, building vast multi-channel experiences based on his/her preferences.

Fixing The Disconnect In Mobile Marketing

By Laura Beaudin and John Grudnowski

Given the ubiquity of smartphones, you’d expect companies to be falling all over themselves to reach their customers on these devices. But they’re not. As a result, many marketers are at risk of missing their mobile moment.

People are increasingly attached to their phones. According to a Bain & Company survey, people interact with their devices an average of 200 times per day. They use their phones for communication, information, entertainment and socializing. And, more and more, they’re consulting their phones whenever they’re in the market to buy a product or service.

Yet, while people consume 25% of their media on their phones, companies overall spend just 13% of their marketing budgets on mobile advertising. And much of that advertising isn’t suited to the medium. Mobile consumers have extremely short attention spans; advertisers have about three seconds or less to grab their interest. But most of the video advertising that appears on mobile devices is repurposed from spots produced for television, meaning it’s too long and too slow.

Why the disconnect? Companies tend to view mobile through the prism of digital media in general. Marketers are bringing into mobile the expectations, practices, rules and measurements they use in other forms of online advertising. But mobile, once seen as a subset of digital, should now be considered its own medium, one with enormous possibilities and new rules of engagement.

WHOA! Facebook Declares WAR (On Clickbait)! Click To Get All The Grisly Details!

By Gavin O’Malley

To better detect different kinds of clickbait headlines, Facebook is now separately identifying signals that withhold or exaggerate information.

For the social giant, this is just the latest effort to cut down on crappy content in users’ New Feeds.

Over the past year, in fact, the social giant has categorized hundreds of thousands of headlines as clickbait — or not clickbait — by considering if headlines exaggerate the details of a story, and separately if the headline withholds information.

From there, Facebook identifies what phrases are commonly used in clickbait headlines, but which are are not used in other headlines.

“This is similar to how many email spam filters work,” Facebook engineers Arun Babu, Annie Liu, and Jordan Zhang note in a new blog post.

Of course, posts determined to have clickbait headlines appear lower in News Feed.

Expert: What brands must understand about call data

By Kristina Knight

Click-to-call advertising is on the rise just as mobile usage is, but many businesses still aren’t harnessing the power of call data as they could. One expert explains how brands can better use call data.

Kristina: How is call data different than more traditional advertising data?

Jason Flaks, Senior Director of Product & Engineering, Speech Analytics, Marchex: Companies have a vast amount of customer data that can help track the online journey from impression to purchase. However, in the offline world there is a blind spot. Businesses that interact with customers and make sales over the phone have historically been unable to fully analyze and optimize the customer journey, because it’s difficult for them to get a comprehensive view of what campaigns are actually producing results. Call and voice data fills this gap, providing information such as whether or not the customer called after being exposed to an online ad, whether they connected with the company or abandoned the call due to wait times, what products were they interested in, and whether the customer had an optimal experience that is likely to result in repeat business. Call and voice data allows call-driven businesses to fully take advantage marketing and sales optimization tactics previously only available in the online world.

Google joins AI camera wars

By Laurie Beaver

At its annual I/O conference keynote on Wednesday, Google introduced a new technology, Google Lens, which leverages machine learning to provide information and context about what the smartphone camera sees, effectively turning it into a powerful search portal.

The feature also suggests actions for the user to take related to the context of the image. Google gave a demo of the new Lens technology in action at I/O by pointing a smartphone camera to a storefront. From this, Lens was able to pull up the business’ name, rating, and listing information.

Google Lens will help the company grab a stake in the quickly growing smartphone camera market. Numerous hardware entities and digital media platforms are ramping up their efforts in the smartphone camera space as it becomes an increasingly crucial portal and tool for a range of tasks.

1 in 3 Internet Users Has Made a Purchase Based on Sponsored Content

By Christopher Heine

Internet users are fed up with poor-quality ads. Make no mistake, most users see branded content as a fact of digital life, but they are tired of intrusive, poorly targeted experiences, so they’re opting out by installing ad blockers. However, according to a survey from Collective Bias, an influencer-based content marketing agency, sponsored content may be an unobtrusive way to reach audiences.

Collective Bias surveyed 2,111 U.S. online consumers and weighed the survey data against data from the U.S. Census Bureau in order to ensure that it had a representative sample of the U.S. population. Unsurprisingly, nearly 40 percent of use social media daily, and 25.1 percent use it even more frequently; only 11.7 percent of those surveyed who knew what sponsored content is said they “never” use social media.

The majority of the survey respondents (51 percent) said they read blogs weekly or more frequently, which means that they’re reading longer-form content. Perhaps most encouraging is not the polarized rabid love or cold disdain for sponsored content, but the fact that most people are not bothered by seeing sponsored content alongside other content.

An Ad-Tech Firm and a Survey Player Want to Improve Programmatic Buying by Pre-Screening Audiences

By Christopher Heine

Can consumer surveys help programmatic advertisers better understand the audience that they buy before actually spending any money? Lotame and Survata think so, as the two digital companies today are announcing a partnership to create what they are calling a segment validation product.

Here’s how it theoretically works: Lotame, a data management platform (DMP) for advertisers, will supply more than 8 billion data points to which Survata will ping back against and survey an actual audience. The brand client will then independently target the right participants with ads.

In effect, they are offering a pre-screened audience for the marketer. Cleveland-based agency Marcus Thomas is set to test the system in the coming weeks, though other details are scant. However, one could imagine political marketers interested in the 2018 midterm elections giving the program a go in order to improve their fundraising-based digital advertising.

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