Weekend Digital Media Round-up: Google’s New Messaging Feature within Google My Business, Facebook Messenger Ads, CommuteStream’s native ads offer and more…

14/07/2017
Logicserve Digital brings to you a curated round-up of important digital marketing updates this week. For further queries, you can write to us at: newsbulletin@logicserve.com
  1. Google bars AdSense publishers from using pop-under ads

Google is shoring up its AdSense policies regarding pop-under and pop-up ads. [Source: Marketing Land]

  1. CommuteStream now offers native ads for dozens of transit apps around the US

For a marketer, the daily commute of a passenger on public transportation is an ideal targeting time. The passenger travels the same route, at the same times, and might regularly check a phone app for schedule updates. [Source: MARTECH TODAY]

  1. Facebook Makes Messenger Ads Available Globally

Facebook just added a new advertising feature into the mix. After finalizing testing in Australia and Thailand, Messenger ads are now available to all advertisers worldwide. [Source: Social Media Today]

  1. Facebook’s Latest News Feed Tweak Curbs The Activities Of Individual Spammers

In the purview of the Facebook’s battle against spam links invading the newsfeed of the users worldwide, the social networking giant is being proactive to curb the issue and is now targeting the individual users to post the maximum number of spam links. [Source: Logicserve Digital]

  1. Google begins rolling out messaging feature within Google My Business

When you go to the Google My Business home page, you will see this new section for “Messaging” on the left and an option in the middle promoting it saying, “Message with customers.” [Source: Search Engine Land]

  1. Instagram is turning the screws on Snapchat by handing advertisers free trials and credits

Instagram appears to be turning the screws on Snapchat, baiting marketers and advertisers by offering them a chance to test brand new ad products free of charge. [Source: Business Insider]

  1. WhatsApp now allows for sharing all file types on the app

WhatsApp has rolled out an update that allows users to share any type of files, documents on its platforms. Just open the chat window and click on attach to send the file. [Source: Indian Express]

  1. Google enables YouTube remarketing audiences for RLSA to retarget video viewers in search

Advertisers have been able to retarget people who engage with their YouTube channels when they watch other videos on the site with YouTube retargeting lists. Advertisers have also been able to use Search retargeting lists to reach people on YouTube. Now, YouTube retargeting lists can be carried over to target video viewers when they search on Google.com. [Source: Marketing Land]

  1. War Of The Stories – Snapchat Vs Instagram Vs Facebook

The two of the biggest social networking companies in the world, Facebook and Snap Inc. are currently involved in a Silicon Valley tech battle, which is referred as ‘The Battle of the Stories.’ [Source: Logicserve Digital]

  1. Google My Business updates insights email sent to businesses

Google My Business has updated its monthly insights email, the email they send business owners summarizing the statistics and analytics around how well their Google local listing is performing. [Source: Search Engine Land]

Expert Opinion

1. How will Machine Learning help brands with better customer engagement?

A lot of marketers are using machine learning these days to derive helpful insights from the data available with them for enhanced marketing strategies.

Organizations and brands are using machine learning in various ways to minimize guesswork and boost the marketing actions. As per EMC, it is predicted that the digital universe is predicted to grow from 130exabytes to 40,000exabytes, or 40tn gigabytes by 2020. This vast data, if analyzed and used in correct ways, can help brands garner huge gains from their marketing campaigns. This is exactly where machine learning can play a key role in assisting marketers with their activities and help them make the right choices for their campaigns and strategies.

Machine learning can help marketers in:

–          Detailed segmentation for personalization of marketing strategies

–          Providing apt recommendations for enhanced customer experience

–          Detecting and utilizing changes in customer behavior which will eventually maximize the revenue

–          Checking the effectivity of marketing campaigns and predicting the customer life cycle using data insights to improve ROI, campaign management, resource allocation

The ability of a good marketer is the ability to interpret learnings from data and customize ROI driven communication. Marketers believe that Machine Learning will transform the way they put across their campaigns in a more personalized and appealing format. With Machine Learning expected to generate revenue of 13.7% billion by 2020, it is surely a profitable option that will change the way marketers design their activities to get optimal results.

Peshwa Acharya, Chief Marketing Officer, Sterling Holidays, A Fairfax company.

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