Good morning, Marketers, it’s about to get real.

Two weeks from now we’ll be looking at data from the Black-Friday-to-Cyber-Monday stretch, and early indication is it might be one for the record books. (How apropos of 2020). 

So time is running out on making sure your digital marketing house is in order.

Here’s one tip from MarTech Today: “Lean in hard with the online offers. People are receptive to location-based offers. Here again, functions such as Google Posts as well as Google Maps can be instrumental to creating offers that attract shoppers at a moment when they are most likely to visit your store.”

Good luck!

Henry Powderly,
VP, Content

 
 
 
Social Short
 

Facebook injects more machine learning in content moderation

Facebook is now using machine learning to power how it prioritizes content slated for human review. Currently, flagged posts are largely reviewed in the order in which they were flagged. “In the future, an amalgam of various machine learning algorithms will be used to sort this queue, prioritizing posts based on three criteria: their virality, their severity, and the likelihood they’re breaking the rules,” The Verge reported.

Why we care. Conspiracy theories, misinformation and extremist content have been able to spread rapidly on Facebook. Leaning on more machine learning to take these three criteria into account cloud help the company respond to harmful content faster. That, in turn, might help improve brand safety on the platform.

 

Webinar: Consent Beyond Cookies --How You Can Authentically Build Audience Trust

There’s a lot of talk about consent and cookies these days, and for good reason. Privacy expectations are expanding as browsers are moving away from third-party cookies. Capturing user consent is becoming increasingly important for marketers. In this 45-minute session, learn how to authentically build trust with your customers through a focus on transparency. We dive into where to capture user consent beyond cookies, including offline and in-person, and through web forms, email subscriptions, and opt-ins.

RSVP Today »

 
Email
 

How to conduct email marketing in a pandemic world

The digital transformation that has been accelerated by the COVID outbreak has affected all parts of the martech stack, from platforms to apps. While the volume of email marketing campaigns has increased, not much attention has been paid to how email marketing itself has had to change. 

Shifts in buying patterns caused an even greater need for email marketing campaigns to implement personalization of content, said Erinne Mejia, Product Manager for Acoustic, at MarTech Conference. Find out what else Mejia and her colleague, Acoustic Chief Innovation Catalyst Melissa Tatoris, said about email marketing strategy in this new world, including tips for data hygiene to maintain maximum agility with campaigns.

Read More »

 

Why empathy is about meeting the customer on their terms

Sponsored by Pegasystems

It may be a hard truth for us best-intentioned marketers to swallow, but two-thirds of customers believe that marketers do not care about their needs.

That’s according to a survey of 5,000 individuals by Pega. And when you look at what marketers face, it is easy to see how that kind of sentiment takes root.

“Think about the scale of your business,” said Andrew LeClair, senior product marketing manager at Pegasystems. “You’re trying to manage literally billions of interactions, with millions of customers, across hundreds and hundreds of programs, on dozens and dozens of channels — and that’s a lot of complexity. And unfortunately, that complexity leaves us exposed. There’s not a lot of chances for us to get it right, but there’s a ton of opportunities for things to go wrong, and it only takes one poor experience and the customer is out the door.”

Read More »

 

Where will search go from here?

Join 2020 Search Engine Land Award winners Areej AbuAli and Mike King for two forward-thinking keynotes, December 8-9, only at SMX. Reflect on what’s changed — from evolving SERPs to new opportunities with A.I. — and prepare for what comes next!

Get the details here »

 
 
 
Quote of the day
 

“This [COVID] situation has made it that scale and operations efficiency have to be built and engineered into businesses. It has to be part of your overall solution. These internal processes and development of operations allows marketers to place their energy with customers.” Scot Gillespie, General Manager, Arc Publishing.