Good morning, could RCS impact the way you communicate with customers?

We all know and use SMS messaging, but what about RCS? Rich communication services (or RCS) can be thought of as SMS 2.0, delivering a media-rich, engaging messaging experience. As an advanced form of SMS messaging, RCS allows users to leverage advanced in-message tools and includes features like group chat, video, high-resolution images and read receipts. A 2015 study that surveyed 2,015 consumers in the U.S., U.K., Mexico and South Korea revealed that nearly 70% of consumers would be more likely to communicate with brands using RCS.

“Brands need to find a better way to connect with their customers, and RCS messaging is a step in the right direction,” said Bridget Poetker, senior content marketing specialist at G2. “The technology essentially provides a better user experience than SMS messaging in a format that customers are already accustomed to. However, just like all marketing mediums, brands need to find a delicate balance between helpful and hurtful.”

In other news, Facebook is releasing an automated lead generation feature for Messenger. The new feature allows businesses to create automated conversations within Messenger that launch from click-to-Messenger ads in the Facebook News Feed. When a user clicks a “Send Message” button in a click-to-Messenger ad within their Facebook News Feed, it launches an automated chat in Messenger between the business and customer. The tool can be connected to a CRM platform, which is a major plus for marketers. The automated lead generation feature can help brands respond more quickly to customer inquiries without the lag time that a manual response might take.

Plus, how advertising products on unbranded terms can help drive increased organic sales during the holiday shopping season. 

Taylor Peterson,
Deputy Editor

Pro Tip

Don’t sleep on organic sales during build-up to Black Friday, Cyber Monday

“TACoS (total advertising cost of sale), which combines ad-derived and non-ad derived sales, is important to track because of the nature of Amazon’s algorithm,” explains Andrew Waber of Teikametrics. “Activity generated by a paid listing impacts organic ranking, on top of behavior like consumers beginning with an unbranded search within a product category, seeing a brand in a paid listing, and then immediately doing another search for that brand’s products.

“In this way, the fact that organic sales jumped during Prime Day 2019 more than ad-derived sales actually bolsters the case for aggressively advertising leading into high-traffic periods – even if this means pulling back on budgets earlier to save up for that big push. Advertising a product on key unbranded terms can have effects that help drive increased organic sales during these lucrative events.”

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Facebook Shorts

An appointment setting feature for Messenger and an IGTV experiment

Messenger appointment setting feature moves to beta. Facebook is opening a beta of the appointment setting feature for Messenger that was first announced in May at the company’s F8 Developer Conference. The beta program is being offered only to a select group of developers and businesses right now, allowing them to offer clients a real-time booking feature via Messenger that integrates with the business’ existing calendar booking software. “With this feature, businesses can convert Messenger conversations into in-store traffic, online and phone appointments, and more,” writes Ted Helwick on the Facebook for Developers blog. The feature is set to roll-out globally later this year.  

Say goodbye to the Messenger Discover tab. As part of its announcements on the Developers blog, Facebook said it is phasing out the Messenger Discover tab over the next several months. The move is part of Facebook’s initiative to simplify its messaging app and create a more streamlined communication experience. “We want to make it more seamless for people to reach out to businesses on Messenger in places where they’re already looking to connect,” wrote Helwick on the Facebook for Developers blog. He went on to say Facebook plans on investing more in tools that connect people and businesses, including ad products that lead to Messenger. 

Are IGTV videos coming to Facebook Watch? App researcher and reverse engineer Jane Wong has discovered a new feature possibly being tested within the IGTV app, Instagram’s long-form video platform. Per Wong’s findings, Facebook may be working on an initiative that would allow creators to simultaneously post IGTV videos to Facebook and Facebook Watch, as well as post a preview of the video to Instagram. A screenshot of the IGTV app shared by Wong on Twitter shows how users would be given the option to automatically post their video on Facebook and a preview of it on Instagram when they upload a video to IGTV. According to Wong, the feature appears to be a non-functional UI prototype for now. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Revitalizing the Consumer-Brand Trust Economy – CMS Wire

Brands Use High Tech And High Touch With Charity Partners For Back To School Impact – Forbes

Steve Wozniak Says Big Tech Companies Like Apple Should Be Broken Up – Gizmodo

Mozilla CEO Chris Beard will step down at the end of the year – TechCrunch

Pinterest’s work in public health shows the good a smaller social network can do – The Verge

The Cost Of Ad Fraud: Cleaner Inventory Means Higher CPMs – AdExchanger

Internal data shows Uber’s reputation hasn’t changed much since #DeleteUber – The Washington Post

Facebook Gets German Data Probe Into Voice Transcriptions – Bloomberg