Weekend Digital Media Round-up: Google’s TestMySite tool, Snapchat Geofilters, Facebook’s bot discovery and more…

30/06/2017
  1. PaveAI unveils AI-powered Platform To Turn Google Analytics into Actions

Startup PaveAI is releasing a new AI-powered platform that it says is the first to turn Google Analytics data into news you can use.  An earlier implementation, released last year, did not utilize AI and primarily turned Google Analytics data into English. (Source : MARTECH TODAY)

  1. Facebook Rolls Out Bot Discovery Tab in Messenger, Adds New Options to Raise Bot Awareness

Facebook’s continuing its ongoing push of Messenger Bots by rolling out their new Messenger Discover tab to all US users, while also adding in some new tools to help people find more relevant bots and resources within the app. (Source : Social Media Today)

  1. Customer Engagement in the New Age of Social Networking, Mobile, and Messaging

In today’s time when the social media and mobile marketing is constantly evolving, the marketers have to be on their toes always and adapt themselves to the new trends. This is the key to staying competitive in the market; if you fail to adapt, it will not be long before that your business would face doomsday. (Source : Logicserve Digital)

  1. Google Updates its Mobile Test My Site Tool With More Competitive Analysis

Google announced on the Google Small Business blog that they’ve updated the Test My Site tool to add more than just your site’s mobile speed scores, which they launched a year ago. Now the tool will show you how many visitors your site is losing because of your site speed and how you compare to your competitors. (Source : Search Engine Land)

  1. How Publishers, Brands Are Using Links in Instagram Stories to Boost Web Traffic

Near the end of May, Outside magazine’s website risked falling short of its internal traffic goal for the month. Typically, when publishers are looking to ratchet up their numbers, they’ll boost their links on Facebook or Twitter. But Outside did something different, something that would have seemed completely ridiculous a year ago. (Source : Marketing Land)

  1. Snaps Launches a Marketing Cloud for Chatbots, Messaging and Emojis

Snaps has released its self-service Conversational Marketing Cloud, which lets marketers create chatbots, emoji keyboards and custom iMessages. The platform has been in beta testing with selected brands — including Nordstrom, Nike Jordan and Marriott Rewards — for the last year by the New York City-based Snaps (not to be confused with Snap, parent company of Snapchat). ( Source : Martech Today)

  1. Now You Can Create Your Own Snapchat Geofilters Within the App Itself

With the pressure mounting on Snap Inc. to demonstrate whether the company’s worth its $24 billion IPO valuation, they’ve been introducing new ad tools and options in recent months to expand on their revenue potential. (Source : Social Media Today)

  1. Post-Click Marketing for PPC Marketers

Post-Click Marketing is essentially a marketing effort that one would undertake after a person clicks on the online advertisement. It is focused on the first few pages that the respondent visits or experiences immediately after clicking on the ad.  (Source : Logicserve Digital)

  1. Spotted in AdWords: Check a Box and Automatically Create a Headline Test

For several months now, Google has been encouraging advertisers to run many ad variations in their ad groups. The message is essentially, “Ditch your manual A/B testing and let our machine learning-powered systems figure out the best ad with the best mix of extensions to show for each auction scenario.” (Source : Search Engine Land)

  1. Facebook Will Tell Brands if The People Clicking Their Ads Actually Made It to their Sites

Facebook will start providing advertisers more details about the people clicking on their ads to visit their sites, like whether they actually made it to the site and if they’ve visited before or not, the company announced on Thursday. (Source : Marketing Land)

Expert Opinion

  1. Rules which every digital marketer should follow before embarking on marketing campaigns

From my perspective, there are three golden rules which every digital marketer should follow before embarking on marketing campaigns: 

  • Figure out your attribution model: While there are a ton of articles and guides out there about attribution and how specifically last click attribution may not be the best measurement protocol for you, it really depends on what kind of business you run. If you have a seasonal business with a peak, where most of your business comes around the peak, then last click may well be the best attribution model for you. On the other hand if you are into B2B solutions, with a longer sales cycle, then time decay or your own custom attribution model built on measurement and learning, will be much more useful. If you have your GA and Ecommerce tracking set up properly, then path length under Multi Channel Funnels or Time to Purchase under Ecommerce will give you some insights into which attribution model you should use.
  • Understand cross device migration: Mobiles screens are getting larger, data connections are getting faster and plans are getting cheaper. What this means for marketers is that mobile is gradually gaining more prominence in your path to purchase. What marketers need to understand is, for their business, where does mobile feature most prominently on the conversion funnel, and what form of content is being consumed on mobile. There are studies which state that interactive content such as videos are best suited for mobile devices. Your decision on what form of content to produce and how to promote it will be predicated upon your understanding of mobile’s role on your conversion funnel.
  •  Validate before testing: While I am all in for testing to learn and optimize, question is, are your test offerings validated for testing? Else you may end up testing two variations, both of which are sub optimal, even if one may perform marginally better than the other. So before you set yourself up for testing, do conduct some primary research or dipstick followed by usability testing to understand how your target segment gauges your offer. This will reveal insights which will help you ready your variations for testing and will serve as a full proof way to perfect your offer, from concept to market.

It goes without saying, that all the three above are predicated upon having a robust analytics set up. I have found the Logicserve team to be quite capable on this front and will recommend them for similar projects.

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