WebProNews

Category: CMOTrends

Articles for CMOs

  • LinkedIn Users Will Be Able to Use AI to Help Create Their Profiles

    LinkedIn Users Will Be Able to Use AI to Help Create Their Profiles

    If you’ve ever struggled to find the right words to describe your career on LinkedIn, the platform is deploying AI to help.

    LinkedIn is owned by Microsoft, giving it access to the same ChatGPT-based tech its parent company is using to power the next generation of its Bing search engine. The networking platform is looking for innovative ways to deploy the tech, including allowing users to tap into AI to write better profiles.

    The company made the announcement as part of a broader initiative to use AI in various classes:

    To empower members with the latest AI skills, starting today we’re unlocking more than 100 LinkedIn Learning courses – and coming soon we’ll roll out twenty new generative AI courses. From the basics to advanced applications of AI, these courses will help members gain a competitive edge in today’s rapidly-changing market.

    But that’s not all. We’re also starting to roll-out new AI-powered features, leveraging advanced OpenAI GPT models, as we continue to look for ways to create more value for our members and customers.

    • To help make the process easier and more effective, we’re testing a new tool for LinkedIn Premium subscribers that provides personalized writing suggestions to your About and headline sections.
    • We’re testing a new AI-powered job description tool that will make it faster and easier to write job descriptions.

    The new features should be a boon for anyone who’s struggled with writer’s block about their current job or a job they’re trying to find candidates for.

  • Delta CMO: All 85,000 Employees Are Brand Ambassadors

    Delta CMO: All 85,000 Employees Are Brand Ambassadors

    “I have the opportunity to serve as Chief Marketing Officer, but 85,000 people are all brand ambassadors,” says Delta CMO Tim Mapes. “All 85,000 members of the company are selling, they’re promoting, they’re providing a brand experience in what they do each day,”

    Tim Mapes, Chief Marketing Officer of Delta Airlines, recently discussed how Delta uses its army of employees in its marketing:

    All 85,000 Employees Are Brand Ambassadors

    One of the dynamics of being in this role of Senior Vice President and Chief Marketing Officer of Delta Airlines for ten years, when I think the average used to be 23 months, is the fact that Delta is such a values-driven organization and values transcend time. Marketing’s role within Delta is really seen to be everybody’s role. I have the opportunity to serve as Chief Marketing Officer, but 85,000 people are all brand ambassadors.

    All 85,000 members of the company are selling, they’re promoting, they’re providing a brand experience in what they do each day. That’s very much conscious on our part. We share that view with everybody that we’re all having a net impression. I say often within the company, everything communicates.

    Whether the flight attendants are happy, whether the coffee works, whether the lavatory is clean on the plane, whether the flights operate on time, all of that in your customer experience is a part of the net impression you have on your impression of Delta at the end of the day.

    Delta is Using Data to Drive the Customer Experience

    When you carry 185 million passengers a year and we know where you’re going when you’re going, whether you’re a Sky Club member, whether you have the American Express co-branded credit card, all of that data is resident in Delta.

    Taking that in and knitting it together horizontally, not just so that we in the loyalty program can know that you as a Diamond flyer prefer to sit on an aisle seat and like gin and tonics,  but also that the last three flights you took had your bag misdirected, so we’re able to say up or down what type of experience are we delivering.

    Prosperity Coming Out of the Roots of Austerity

    I think one thing that’s fascinating about Delta is you’re talking about a 90-year-old company that nonetheless in the last 10 years has experienced the best in the worst year in the history of the company. So 9/11 2001 you’ve got obviously all the fallout and the impact of that on travel and then experiencing record profits more recently.

    We’ve been paying our employees profit sharing in excessive of a billion dollars a year each of the past four years so even in a short decade of time you’re seeing prosperity coming out of the roots of austerity and problems.

    Delta CMO: How Cool is That…

    I grew up watching really two programs that I can consciously recall. One was Mr. Rogers. People think about puppets and silliness and kind of milk toast Mr. Rogers bless his heart. The transcendent qualities that he taught in terms of respect and that you’re special just the way you are, from a hospitality perspective and a diversity and inclusion, he was way ahead of his time. In a way, with kindness and grace that the company and all of our world would do well to have more of today.

    The other was Bewitched because I got to watch Darrin, and this as a kid, but he just looked like he was having fun in advertising with a great social life and great personal life. I just thought wow,  advertising art that actually generates commerce. How cool is that…

  • AI Helps Drive Bing Across the 100M Daily User Threshold

    AI Helps Drive Bing Across the 100M Daily User Threshold

    Bing has hit an important milestone, thanks to an AI-driven boost, now boasting 100 million Daily Active Users.

    Bing may be the second-largest search engine in the world, but it’s still a distant second to Google. The company’s foray into AI-powered search has certainly helped it gain some ground, turning Bing into a household name and helping drive the search engine across the 100M Daily Active User mark.

    Yusuf Mehdi, Microsoft’s VP for Modern Life, Search and Devices, broke the news in a blog post:

    We are pleased to share that after a number of years of steady progress, and with a little bit of a boost from the million+ new Bing preview users, we have crossed 100M Daily Active Users of Bing. This is a surprisingly notable figure, and yet we are fully aware we remain a small, low, single digit share player. That said, it feels good to be at the dance!

    Interestingly, the uptick is not just old users returning to give Bing and its AI another try:

    Of the millions of active users of the new Bing preview, it’s great to see that roughly one third are new to Bing. We see this appeal of the new Bing as a validation of our view that search is due for a reinvention and of the unique value proposition of combining Search + Answers + Chat + Creation in one experience.

    Mehdi also attributes the growth to Bing’s search results being better than ever:

    The second factor driving trial and usage is that our core web search ranking has taken several significant jumps in relevancy due to the introduction of the Prometheus model so our Bing search quality is at an all-time high.

    It’s nice to see Bing gaining traction and continuing to provide an alternative to Google’s dominance.

  • Digital Shopping Is Shaping Up To Become The New In-Store Retail Experience

    Digital Shopping Is Shaping Up To Become The New In-Store Retail Experience

    Despite stubbornly high inflation and aggressive interest rates biting into consumers’ disposable income, as prices remain elevated, new data suggests that shoppers are continuously looking for more seamless digital experiences in retail and department stores. 

    At the end of January, online grocery sales declined by 1.2% finishing off at $8.4 billion in the U.S. market. Demand for ship-to-home was also down, which includes the likes of FedEx, UPS, and USPS. 

    Experts suggest that the decline in these services was largely driven by the uptick in big-box retailers now offering direct-to-home delivery for shoppers, taking on logistical responsibilities themselves, instead of using third-party carriers. 

    Mass demand for online shopping during the height of the pandemic helped solidify the future of the online retail industry, and today shoppers can find nearly anything and everything they need online. 

    While this has created a massive opportunity for retailers, from all industries to transition their operations online, and present consumers with a more accessible channel – grocery retailers were slow to adapt, despite seeing steady growth during the pandemic era. 

    With many pandemic-related concerns now in the rearview, grocery chains and mass stores are creating a more digital in-store experience, as it hopes to draw in walking customers to their brick-and-mortar locations. 

    The drive to digital 

    Consumers have become accustomed to the convenience of online shopping, whether it’s for home goods, clothing, or even groceries. Everything they want and need can be found online, price-matched, and shipped straight to their door. 

    On top of this, shoppers can shop from any device they see fit. From computers to tablets, smartphones, and even mobile apps – it’s all accessible through a few clicks and swipes. 

    The rise of smartphone adoption among consumers in recent years has meant that retailers can create a multifaceted shopping experience. Research shows that around 82% of shoppers will consult their phone before making an in-store purchase. 

    With the internet so readily available, shoppers can now quickly compare prices from different retailers and stores, read reviews, or in this case, follow up on nutritional and dietary information relating to their grocery purchases. 

    What’s more, is that nearly every popular and big-box retailer now offers an online option. In the past, a few niche brands and businesses had a website, with a small online store – today, the picture is completely different. 

    A February report showed that around 7.8% of U.S. consumers purchase groceries online. That’s because big names such as Walmart, Amazon, Target, and Krogers, among others, all now offer online shopping and delivery services. 

    Even more, these stores are making use of their delivery teams to get items from stores and warehouses to consumers, in record time. 

    The competition for same-day delivery means that retailers are constantly looking at how they can deliver online purchases to shoppers quicker than their nearest contender. 

    That’s because consumers want convenience. They also want to see which retailer has the best deals or online benefits. The same February report showed that 62% of shoppers cite convenience as the reason for shopping online rather than in-store. A further 52% cited that online benefits and app-only deals led them to use online platforms for their grocery shopping. 

    In a similar vein, some have found that buying groceries online is often more affordable than having to go to a store. 

    A Travel Daily News article found that buying groceries online in the United Arab Emirates (UAE) can cost consumers less. The reason why consumers can save more money on their grocery bills is that they have more access to digital channels that allows them to compare prices, look for coupons, bundle deals, and even free at-home delivery. 

    There’s plenty to get excited about when a mass store or a household brand offers online deals – and now grocery chains are noticing that they need to step up their digital game if they want to continue playing with corporate contenders such as Walmart and Amazon. 

    The digital experience coming to a store near you 

    Digital needs are creeping into every known industry, and as the Internet of Things (IoT), Software as a Service (SaaS), and Artificial Intelligence (AI) become more mainstream, we could soon see technological innovations reach our favorite local grocery store.

    In this instance, the case may be true for a small handful of well-known grocery chains that have already started mapping the customer journey through digital and technological innovation. 

    Kroger has more than 2,800 stores nationwide across 35 states and operates other grocery retail stores including Ralphs, Dillion, Smith’s City Market, Jay C, Pay Less, and Bakers, among a list of others. 

    In the last couple of years, Kroger’s introduced digital product displays on shelves in some of its stores. Powered by Microsoft Azure, the digital sensors, or EDGE – Enhanced Display for Grocery Environment – can help process data generated by customer behavior, buying trends, and demand for certain products. 

    EDGE is connected to IoT sensors, which can deliver real-time data to stores, allowing them to monitor which products have low inventory levels, require restocking, and for customers display discounted prices. 

    Idaho-based grocery store, Albertsons, which has more than 2,500 stores, has steadily been experimenting with digital “smart” shopping carts in some of its stores. 

    Albertson’s “smart” shopping carts allow customers to ring up items as they place them in the cart, eliminating the need for them to go use checkout points. 

    This is similar to what we’ve seen Amazon has been trialing the last couple of years with its self-checkout stores, which the company heroically named Amazon Just Walk Out. 

    Research by McKinsey found that if a grocery store can properly implement tech-enabled self-checkout, it can help improve in-store productivity by 6% to 12%. This means that grocery stores will require less in-person labor at checkout counters during operational hours. 

    While it shows how technology can benefit grocery stores, not only in terms of physical in-store sales, customer experiences, and productivity, it’s still not able to compete on the same levels that eCommerce can offer consumers. 

    Final thoughts 

    While it’s hopeful that grocery stores will in the coming years adapt for the more digitally native consumer, it’s perhaps a race against time for some to ensure their longevity and ensure their long-term growth. 

    While eCommerce and online retail remain the triumphant winner, the introduction of digital can only further enhance an already well-known practice that has helped shaped the virtual shopping reality. Yet this time round, it’s up to grocery chains and big-box names to bring digital back to where it was once considered irrelevant. 

  • Create a Marketing Strategy That’s Not Annoying, Says Bombora VP

    Create a Marketing Strategy That’s Not Annoying, Says Bombora VP

    “It’s really about customer experience,” says Nirosha Methananda, VP of Marketing at Bombora. “I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.”

    Nirosha Methananda, Vice President of Marketing at Bombora, discusses the challenges of marketing without annoying your potential customers by bombarding them with marketing messages in an interview with Logan Lyles on the B2B Growth Podcast:

    Marketing Is Really About the Customer Experience

    As a B2B marketer, I get marketed to a lot. It’s something that I have increasingly noticed and I’m probably not the only one. That’s just becoming part of the experience in terms of being inundated with different messaging and different calls and this, that, and the other. Use this, do this, buy this, whatever it is. It’s really not a great experience. It doesn’t necessarily provide value. Marketers are so busy as it is, and I know that is applicable across the board with everyone we are marketing to. Being able to cut through the noise and having an understanding of all these different things is very challenging. 

    Having on top of it being inundated with this constant flow of messaging like meet me, meet me, meet me, is not very helpful. That’s one of the things that I’m passionate about. It’s really about customer experience. I think that is something fundamental to marketing. I feel like we have gone down this path of almost over automating and having to constantly pounce on people without necessarily being conscious and mindful of what their experience is on the other end. From my experience, it’s leading to me switching off and ignoring messages. I’m sure I’m not the only one. 

    Create a Marketing Strategy That’s Not Annoying

    It also leads to this annoyance and irritation which leads to distrust of brands and that’s not great for this industry. From a customer perspective those bad experiences, unfortunately, more than good experiences, they stay with you for longer and you remember that. Another thing that we don’t necessarily think of is that it’s wasteful. It’s wasteful of time and it’s wasteful of money especially for marketing and sales where money is a precious resource. It’s not something to be wasted. That’s basically why I’m passionate about creating a marketing strategy that’s not annoying.

    As an example, our Intent Event was our first flagship event that we did last year. It was a closed event so we did have limited numbers and we were limited as to what we could do with promotion. What we did was try to have mindfulness around what we were sending out and ensuring that it was helpful. Making sure that the recipients, the people that we invited, were given all the relevant information, but there was brevity in the communication as well as encouraging them to participate without forcing them to be there. 

    There was certainly some urgency around some of our communication but it wasn’t you need to attend this and this is why you must attend this. It was more about being a bit more subtle in presenting them the idea and the concept of what it was, why it would help them, and exactly the information that they needed. What that meant was not sending out multiple emails, being very controlled around it, really thinking about what the experience was before the event, to during the event, to after the event. We were really focused on the customer and making sure that all of the content and communication was educational and helpful.

    Create a Marketing Strategy That’s Not Annoying, Says Bombora VP Nirosha Methananda
  • Salesforce Announces Einstein GPT, a ChatGPT-Powered Einstein AI

    Salesforce Announces Einstein GPT, a ChatGPT-Powered Einstein AI

    Salesforce has announced Einstein GPT a major upgrade to its Einstein AI that uses OpenAI’s ChatGPT to improve its abilities.

    On the heels of an announcement by Microsoft that it was releasing Dynamics 365, the world’s first ERP/CRM copilot, Salesforce has fired back with Einstein GPT. The company describes it as “the world’s first generative AI CRM technology, which delivers AI-created content across every sales, service, marketing, commerce, and IT interaction, at hyperscale.”

    Salesforce says Einstein GPT will help transform the entire customer experience, thanks to generative AI.

    Einstein GPT will infuse Salesforce’s proprietary AI models with generative AI technology from an ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes, and unifies all of a company’s customer data. With Einstein GPT, customers can then connect that data to OpenAI’s advanced AI models out of the box, or choose their own external model and use natural-language prompts directly within their Salesforce CRM to generate content that continuously adapts to changing customer information and needs in real time.

    “The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways,” said Marc Benioff, CEO of Salesforce. “Einstein GPT, in combination with our Data Cloud and integrated in all of our clouds as well as Tableau, MuleSoft, and Slack, is another way we are opening the door to the AI future for all our customers, and we’ll be integrating with OpenAI at launch.”

    Sales personnel will be able to use Einstein GPT to generate personalized emails to customers, while service personnel will be able to use the tech to generate articles based on case notes, as well as auto-generate personalized interaction with customers.

    Slack will also see Einstein GTP integration, giving users the ability to see in-depth insights.

    Marketing personnel will be able to use Einstein GPT to generate personalized content and engage with customers across mobile, email, web, and advertising.

    Even developers can get in on the action, using the technology to help generate code.

    “We’re excited to apply the power of OpenAI’s technology to CRM,” said Sam Altman, CEO of OpenAI. “This will allow more people to benefit from this technology, and it allows us to learn more about real-world usage, which is critical to the responsible development and deployment of AI — a belief that Salesforce shares with us.”

    https://youtu.be/YAsKRxXdyj0
  • Google Brings ‘Retail Search’ to Cloud Customers

    Google Brings ‘Retail Search’ to Cloud Customers

    Google is expanding its cloud services, bringing Retail Search to its clients in an effort to help them provide the best experience to their own customers.

    One of the biggest issues online shoppers face is finding the products they’re interested in. This can especially be apparent when comparing retail platform search capabilities with the Google Search features customers have become accustomed to.

    Google Cloud is now bringing the power of its search to retail clients, with Retail Search, which the company unveiled in a blog.

    This fully managed service is easily customizable, enabling organizations to craft shopper-focused search experiences. Our site search solution builds upon decades of Google’s experience and innovation in search indexing, retrieval, and ranking. Retailers can make product discovery even easier for shoppers, while optimizing for their business goals with advanced capabilities

    Retail Search gives clients the ability to offer advanced query understanding, meaning customers will have better success finding what they’re looking for even with the broadest of search terms. The service also includes semantic search, which matches product attributes with relevant products.

    Customers are already seeing the benefit of Retail Search.

    “With limited customer signals and no historical data, descriptive long-tail searches are some of the most challenging queries to understand,” said Neelima Sharma, senior vice president, technology, e-commerce, marketing and merchandising at Lowe’s. “We have been partnering with Google Cloud to give our customers relevant results for long-tail searches and have seen an increase in click-through and search conversion and a drop in our ‘No Results Found’ rate since we launched.”

    Google Cloud customers interested in learning more can visit Discovery Solutions for Retail or contact their Google Cloud field sales representative.

  • How To Increase Sales and Traffic With eCommerce Mobile App Development

    How To Increase Sales and Traffic With eCommerce Mobile App Development

    There is no doubt that the popularity of online shopping keeps increasing year by year. Customers prefer to use their PCs or smartphones for making purchases of everything from drinks to apartments. That’s so simple, efficient, and profitable that no buyer can stay aside from such an attractive offer.

    As a result, the popularity of eCommerce apps has also grown. According to the latest statistics, more than 90% of the time mobile users spend on mobile software. And almost 80% of people have an experience with online shopping. So developing an app does really make sense. This is your opportunity to increase traffic, sales, and revenue in the end. 

    If you haven’t launched a mobile app for your project yet then hurry up to do it. While you doubt your rivals attract customers, sell their goods, and get insane profits. And if you have already developed mobile software for your company then take care of its promotion. Make people want to install and use your app. Try these tips to make your eCommerce mobile apps truly popular and efficient.  

    Follow the Requirements of ASO

    The basic principles of App Store Optimization are called to promote your application in the App Store and Google Play. By using proper keywords, adding informative descriptions, placing relevant screenshots, and so on you will allow users to find your software among thousands of other apps.  By increasing your recognition, you’ll notice a higher amount of downloads.

    In general, ASO is powerful enough to guarantee the following benefits:

    – increase retention rate. It demonstrates that the number of active users installing your app is much higher than the number of those customers who have uninstalled it;

    – scale the loyalty of users. Paid ads also boost your mobile app traffic but organic search forms a loyal community of people truly interested in using your software for a long time;

    – further app improvement. By getting feedback from your users you will be able to detect bugs and get rid of them efficiently. 

    Take Advantage of Email Marketing

    Newsletters and promotional emails aren’t dead in marketing meaning, as you may think. No matter new and original advertising tools, email marketing is still known as one of the most efficient and low-cost tools to reach desired goals. By sending regular emails and newsletters you are able to share with subscribers new information about your sales, promote special offers, gift them with personal discounts, and so on.

    Many companies use email marketing to announce the launch of their apps. You can propose users download the app and get special benefits, for instance, a coupon or early access to a new collection of your products. 

    Use a Landing Page

    A customized landing page is a great mobile eCommerce platform to promote your shopping offers. It helps in brand recognition so potential buyers can find out more about your company. In addition, powerful CTA elements will intrigue users and motivate them to try your software for a better shopping experience. 

    All you need is to create a one-page website with a detailed description of your app’s features and advantages. Don’t forget to add downloading links so the visitors of your landing page can easily reach your software. 

    Promote Your Apps on Social Media

    Depending on the type of your business, you may be interested in investing more funds in SMM marketing. It means you need to grow the number of subscribers and share with them viral content. Such an approach is powerful because an average user spends approximately 2 hours and 27 minutes on social media every day. 

    If you have a successful account on social media platforms you should definitely promote your app. There are many ideas on how to encourage your subscribers to do it. For instance, you can explain the beneficial eCommerce app features and customers’ benefits. Launch a relevant hashtag and let people share their opinions about your offer. Thanks to using the power of your social media accounts, you can make your app popular too.

    Launch Referral Marketing

    Have your friends ever shared with you any link, product, or app? This is an example of referral marketing. It means the recommendation of something to other people for a bonus. Person A only needs to have a unique affiliate link or code to share it with user B. After user B installs your app, user A will receive a reward. 

    As you can see, the mechanism of referral marketing is very simple. No need to invest funds in software ads – your users will be your ambassadors for free. As a result, you can reach your planned goals: increase the number of app installs, save money on advertising campaigns, scale your loyal community, etc. 

    Try to Work with Influencers 

    Influencer marketing isn’t a new thing. You can contact social media personalities with great bases of subscribers for cooperation. Such influencers may advertise your mobile eCommerce app without noticeable signs of traditional advertisement. That’s the point of native marketing: by working with influencers you’ll make your ads look like friendly recommendations. 

    As a result, online buyers will be much more excited to purchase your products using your mobile software. Once the social media personality shares a recommendation with them, they may rely on it and give your offer a chance. 

    Develop Your Business with a Mobile App

    A mobile app is a key to massive sales nowadays. It allows you to reach new target audiences, motivate your loyal customers to make orders, improve conversation rate, increase brand recognition, build better relationships with customers and, finally, reach your business goals. 

    It seems you can generate mobile app sales. It’s possible that your app isn’t good enough to bring you desired results. Then you must improve it to make its features and interface user-friendly. But if your software is great but traffic and sales leave much to be desired then rely on the listed above tips. Make a step forward in your eCommerce success now and your business will demonstrate better results soon.

  • Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

    Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

    Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people,” he says. “That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”

    Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

    Conversational Marketing is About Connecting You Now

    Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

    I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

    B2P – Marketing to People

    It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

    But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

    What Ties Our Products Together is Conversation

    We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

    Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

    The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

    >> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

  • Ecommerce, Search, Social… and Conversational Space?

    Ecommerce, Search, Social… and Conversational Space?

    “When I look at the conversational space I think it’s going to have as much impact as ecommerce or search or social,” says LivePerson CEO Rob Locascio. “The conversational space is going to be just as big. I think you’ll see one day that there will be a trillion dollar company in this space and I want it to be us. The things we’re investing in right now and setting up for will allow us to do that. That’s what’s important.”

    Rob Locascio, CEO of LivePerson, predicts that the AI-driven conversational space will ultimately have as much impact and be as big an industry as ecommerce, search, or social. Locascio was interviewed by Jim Cramer on CNBC:

    Ecommerce, Search, Social… and Conversational Space?

    When I look at the conversational space I think it’s going to have as much impact as ecommerce or search or social. The ability to talk to a machine and have a natural conversation, it’s in the collective consciousness of people. We all believe the Alexa type situation should happen with every company. 

    We do that with Delta and T-Mobile and all these big brands. What we’re looking at now is how do we take that to the world? LiveIntent is proprietary technology to look at the intent that a consumer is having with the brand. In terms of I want to buy something, we have a way to analyze that and then use machine learning algorithms to then scale those conversations. That’s what this is about. 

    Healthcare Companies Defending Themselves From Amazon Via AI

    In Q4 we signed a couple healthcare companies. They want to talk about defending themselves from Amazon because Amazon said they want to go into healthcare. The way they think they can do that is scaling the conversations they are having with their customers and creating a totally different experience. You go to a doctor, you have an experience with them, you capture that on a messaging platform and an AI will help you with whatever is wrong with you. You want to process a bill instead of calling and being put on hold, you do that through a conversational experience. 

    They want to game change it. The only way they’re going to defend themselves is to get into the conversational space. That’s what they see and we’re the company they’re trusting to scale their operations with the conversational platform.

    Conversational Space Is Going To Be As Big As Search and Social

    The conversational space is going to be as big as search and social. I think you’ll see one day that there will be a trillion dollar company in this space and I want it to be us. The things we’re investing in right now and setting up for will allow us to do that. That’s what’s important. The Amazon’s and the Facebook’s and Apple’s, they’re in the space. Jeff Bezos made a big bet obviously in Alexa to say this is the way it’s going to be. 

    It can’t just be Amazon and Alexa. It has to be other companies getting access to that technology and that’s what we are providing. Who else is providing it? We’re one of the largest companies in the world to do this. Even though we’re not big tech, we are large enough to go ahead and go after them. We are large enough to go ahead and define a space and win it.

  • Retailers Should Focus On The Last Mile, Says Justuno CEO

    Retailers Should Focus On The Last Mile, Says Justuno CEO

    “Conversion optimization is the same as it’s been for a while,” says Justuno CEO Erik Christiansen. “People still don’t want to focus on the last mile. We’ve kept to the same message that retailers should be investing in their current website visitors. There’s always low-hanging fruit to improve your business. How do you take one marketing dollar and stretch it as far as you possibly can? It’s all about creativity. That’s what marketing is and that’s what retail is.”

    Brand growth expert Austin Brawner of Ecommerce Influence interviewed Justuno CEO Erik Christiansen about conversion optimization:

    Retailers Should Focus On The Last Mile

    Conversion optimization is the same as it’s been for a while. People still don’t want to focus on the last mile. Finally, in 2020, we saw that shift when advertising got so expensive. Everyone is like, okay, we have minimal budgets, how do we stretch them? Finally, with all the competition from COVID where everyone’s shifting online everyone, they are saying that we can’t keep just throwing money at this. We’ve got to come up with the real problem.

    When we first launched we had to pivot immediately because when we mentioned the word coupon or the word pop-up people just ran the other way. It’s been ten years of education and we’ve kept to the same message of investing in your current website visitors. Our main job still is to educate the online retailer about the basics. We ask most businesses, as you know with email, are you doing a 30, 60, 90 day, the basics? Are you doing a cart abandonment email? You cover the basics and you get so much further ahead.

    There’s always low-hanging fruit

    Everyone thinks businesses are run perfectly but most businesses are just a mess. What I’ve been trying to do is challenge my team to look at the basics. There’s always low-hanging fruit to improve your business. When it comes to retail, where’s the low-hanging fruit? Let’s break out your business to the basics like new visitors versus repeat. With the new ones, how many are there? What percentage of emails are we capturing? Are we sending those emails to your ESP? Are we putting in the basic workflows? There’s so much low-hanging fruit.

    Then, you’re sending these emails, are you reinforcing those campaigns on-site? You spend so much time designing the email, sending it. Then it comes to that shopping cart abandonment. Do you even know how many people come to your cart each day? Do you know how many carts get abandoned and the dollar value? What can we do? The basics are still very much there in terms of opportunity to help people increase their sales lead capture and sales. How do you take one marketing dollar and stretch it as far as you possibly can? How do you also get creative? It’s all about creativity. That’s what marketing is and that’s what retail is. Retail is retailing and getting your hands dirty.

    Retailers Should Focus On The Last Mile, Says Justuno CEO Erik Christiansen
  • TrenDemon CEO: We Connect Content Marketing to Sales

    TrenDemon CEO: We Connect Content Marketing to Sales

    The CEO of TrenDemon, Avishai Sharon, says that they created their cloud-based software solution in order to help companies prove that the marketing content they produced also achieved business goals and sales. In order to show this correlation, the TrenDemon software analyzes all of the different touchpoints the customer has had over his lifecycle and then reverse engineers those successful journeys in order to find out what content is working.

    Avishai Sharon, Co-founder & CEO of TrenDemon, discussed their software on ILTV:

    How Do You Connect Content Marketing to Sales?

    My personal background was heading a marketing agency for many years and one of my biggest struggles was how do I prove our value and our effort to our customers and how do you connect the impact of what we call content marketing to business goals and to sales? When we couldn’t find an easy way to show that correlation three and a half years ago we went ahead and founded TrenDemon to help companies do just that.

    We connect their marketing efforts, which today rely mostly on content, you want your audience to consume valuable content, as opposed to just advertising. The big challenge is how do you attribute those efforts to sales? There’s actually a prior problem, how do you actually map the customer journey? How do you track those different touch points into one picture?

    Reverse Engineering Successful Customer Journeys

    The first thing we do is look at all the different touchpoints that a customer has had over his lifecycle. We ask the question, not just where do they come from, but how deep was their engagement? Did they actually watch the video? Did they actually read the article? Then you can start reverse engineering those successful journeys and say what’s common about all of these successful journeys.

    What we found, and this is the interesting thing, we’re working with over 90 companies today worldwide and the vast majority of content the companies produce, over 90 percent, is ineffective at driving business goals. As you guys know it’s very expensive to create quality content and it takes a lot of effort.

    If People Read the Right Content They Will Covert to a Sale

    The second interesting thing is that if you do manage to find those 10 percent and you find a way to get it in front of the right people you’re actually able to improve dramatically your results. So there’s not just a correlation between what buyers did beforehand, there’s also a causation, a causal relationship, that if people read the right content at the right time they’re more likely to follow a path. We’re not probably as sophisticated as we believe that we are.

    We’re a SaaS company, a cloud-based solution. We’re working a lot in the US and one of our biggest markets and growing markets is Japan. They’re investing a lot of content and a lot on technology. Essentially, because we look at the customer journey and not necessarily specific languages we can operate in any environment which allows us to grow pretty much anywhere. As long as they have content, which means that they’re producing something other than just advertising, they want people and audiences to actually engage with what they’re producing and they do have some business outcomes that they’re looking to measure.

    About TrenDemon:

    Founded in 2013, TrenDemon is the world’s leading content marketing attribution and optimization solution, helping marketers prove and improve their content’s impact.

    TrenDemon insights can help you uncover your content marketing ROI, impact on business goals, and engagement to help guide the content strategy. Our optimization units will help you increase conversions and shorten time to convert on your owned assets.

    TrenDemon proudly serves a wide range of customers, from Fortune 500s and brands to SaaS, B2B, and financial companies and is backed by leading VCs.

  • Microsoft Advertising Adds Target Impression Share Automated Bids

    Microsoft Advertising Adds Target Impression Share Automated Bids

    Microsoft has released its August product updates, including Target Impression Share automated bidding.

    Manually managing a search campaign can be a tedious process, especially when trying to stay at the top of the results. Microsoft’s August update aims to help address that with Target Impression Share automated bidding.

    “A new addition to our suite of automated bidding strategiesOpens in new window is the exciting new Target Impression Share strategy, now available in Microsoft Advertising online and Editor,” writes Kevin Salat, Product Marketing Manager at Microsoft Advertising. “With this strategy, you set your budget, where you want your ads to appear, and your Target Impression Share, and Microsoft Advertising automatically sets your bids.”

    Microsoft is a distant second to Google in search market share. Nonetheless, rolling out features that continue to make it easier for customers to use its services can only help it gain ground.

  • YouTube and TikTok Are Blowing Facebook Away in Teen Usage

    YouTube and TikTok Are Blowing Facebook Away in Teen Usage

    Facebook has a major problem in its attempts to appeal to teens, with the platform being blown away by both YouTube and TikTok.

    Younger markets are critical for social media platforms and their future growth prospects. The more attached users are to a platform early on, and the more their online social lives are intertwined with it, the more impetus there will be for them to continue using it in the coming years.

    Unfortunately for Facebook, its usage among this critical demographic — ages 13 to 17 — has plummeted. According to Pew Research Center, the number of teens saying they use Facebook has dropped from 71% in 2014-2015 to a mere 32% in 2022. In contrast, 95% of teens use Google’s YouTube, while 67% use TikTok.

    Pew also found some interesting demographic differences within the target group.

    There are some notable demographic differences in teens’ social media choices. For example, teen boys are more likely than teen girls to say they use YouTube, Twitch and Reddit, whereas teen girls are more likely than teen boys to use TikTok, Instagram and Snapchat. In addition, higher shares of Black and Hispanic teens report using TikTok, Instagram, Twitter and WhatsApp compared with White teens.

    The study is bad news for Facebook and may provide insight into why the company is pivoting so hard toward the metaverse. If Facebook can execute its vision for the metaverse, it may be able to reclaim its crown.

  • How to Increase Sales in Online Marketplaces

    How to Increase Sales in Online Marketplaces

    If you’re not selling online, are you really selling? This is a question you likely asked yourself in the beginning stages of building your business. And if you’re an executive of a company who has been selling online for a while, you may be trying to figure out how to sell more online. Even if you have the most revolutionary product lineup, getting into the hands of your audiences is not easy. 

    As the pandemic demonstrated, nearly everything is available online and ready to ship to your door instantaneously. From toilet paper to milk, bedding to televisions, everything you could possibly want, need, or desire can be found online. This fact is mindblowing when you think about how shopping used to be strictly done in-person. Now you can pre-order your groceries from the comfort of your couch and order school supplies for your kids at the same time. 

    The online marketplace is cluttered with literally millions of brands competing for the same consumers. Differentiating yourself as a brand can be tricky, no matter if you are a small business or a large retailer. If you’re looking to increase your brand’s sales online, then you’ve come to the right place. Below are three ways to boost your sales and get consumers coming back for your products time and time again.  

    1. Make Friends with Amazon

    Despite your personal feelings toward Amazon, the truth is, selling on Amazon can be extremely beneficial. Consumers who are willing to try a new product will likely first search on Amazon to see if it’s available. Free, expedited shipping for Prime customers is a gamechanger for consumers in this must-have-it-now landscape. And while buying on Amazon may be simple, selling on this e-commerce site is a different story. 

    Before you start selling on Amazon, be sure to read all of its rules and regulations. Skipping this step may lead you to a suspended amazon seller account. This often happens due to lack of performance, like policy violations or a lack of sales. It can also happen, however, if you have multiple selling accounts or you are selling something prohibited by the site. Having a suspension can be a frustrating experience, and it can take days if not weeks to get your account restored. 

    Your best bet to selling successfully on Amazon is to do your homework. Make sure your business is set up with proper documentation. Once you’re on the e-commerce site, be responsible to your purchasers. If something is delayed due to inventory, communicate this with your buyers. Also, if you receive a negative comment, be sure to respond to the feedback on the site directly. These small tips will boost your Amazon seller profile and hopefully keep you far away from a suspension. 

    2. Be Active on Social Media 

    Social media platforms like Instagram and TikTok are making it even easier for users to stop what they’re doing mid-scroll and purchase products. As a business, you want to capture users’ attention when they are most vulnerable and most likely to purchase. You can do this by being an active brand on social media. This can look like creating funny or memorable Instagram Reels or having an enticing giveaway. 

    If you aren’t socially savvy, that’s alright. There are plenty of tutorials online to get you started and inspire you to create buzzworthy content. If you’re still at a loss, you may consider hiring a social guru either as a full-time employee or contractor. Having a dedicated social media person on your team can ensure your business is at the forefront of latest trends. This will pay off quickly when you see how many new customers are finding your brand through social apps. 

    Another thing to note: make sure your checkout experience is simple. The more seamless the checkout experience, the more likely someone is going to buy right away. If the process is tedious or laborsome, users will click back and continue scrolling. The likelihood of them coming back to your site to purchase is slim to none. Monitoring your consumers’ purchase journey is one key way to ensure they are completing their orders quickly and efficiently. 

    3. Manage Your Inventory

    This last tip is especially relevant today. Shortages have become relatively normal since the onset of the pandemic. Currently, everything from baby formula to tampons to Sirarchia is in low supply. The reason for these shortages stems from a weak supply chain. Raw materials are limited, human labor is varied, and shipping or transportation is unstable. This can lead to your business suffering from less or delayed inventory. 

    As a business, being upfront with your customers is key. If you are facing inventory shortages, it’s important to let your customers know before they checkout. This can look like putting a banner on the top of your website communicating this to them. Nobody wants to be surprised after they’ve already paid to find out the new item they bought will be shipped weeks from now. The sooner you communicate issues with your consumers, the more they will trust you as a brand and repeat business. 

    If you are selling on multiple platforms — like your website, Amazon, and social — then keeping up with your inventory is key. You may want to look into an inventory management system to help you and your team keep track of what is available. Moreover, implementing this system can help you track what items are in demand and when you need to order more. 

    Takeaways

    Selling online isn’t as simple as selling lemonade at your neighborhood block party. You have to get in front of the right audience in the moment they are looking to buy. You also have to create a seamless shopping experience and communicate openly to increase customer satisfaction. While you will definitely face hiccups from your online marketplaces, remember that honesty is always the best policy. Represent your business and show up for your customers with respect to become a favorable brand in their eyes. 

  • Get Ready for More Ads on Your iPhone and Mac

    Get Ready for More Ads on Your iPhone and Mac

    In a move that is sure to upset users, Apple may be preparing to bring far more ads to its iPhone and Mac platforms.

    Apple has positioned itself as a champion of privacy, going so far as to thwart the efforts of other advertising platforms to track its users. Despite that, Bloomberg’s Mark Gurman says the company “is going to, over time, significantly expand its own advertising business,” bringing more ads to users’ iPhones and Macs.

    Apple already displays ads in some of its products, such as News, Stocks, and the App Store. Unfortunately, for users, Gurman believes Apple plans on bringing ads to its Apple Books, Apple Podcasts, and Maps platforms.

    “I believe that the iPhone maker will eventually expand search ads to Maps,” Gurman writes. “It also will likely add them to digital storefronts like Apple Books and Apple Podcasts. And TV+ could generate more advertising with multiple tiers (just as Netflix Inc., Walt Disney Co. and Warner Bros. Discovery Inc. are doing with their streaming services).”

    On the plus side, Gurman doesn’t believe Apple will try to revive its iAd business and embed ads in third-party apps.

    Even so, the expansion of ads within Apple’s products is sure to ruffle features, and rightfully so. We’ve said it before, and we’ll say it again: While ads are an expected trade-off for a free service, there’s no excuse for users being subjected to ads when they’re already paying for a premium product or service.

    The issue is even worse when looking at Apple’s financials. In its most recent earnings report, the company generated $83.0 billion in revenue, a record for a June quarter. It’s truly hard to fathom how the company can justify trying to make even more money off of its customers. It’s going to be even harder for the company to justify crippling competitors’ ads, only to then ramp up its own.

  • Netflix’s Ad-Supported Plan Will Have a Major Limitation

    Netflix’s Ad-Supported Plan Will Have a Major Limitation

    Netflix is working to roll out an ad-supported plan, but it will come with a major limitation: no downloads.

    Netflix announced it would roll out an ad-supported plan as the streaming platform struggles to continue growing its subscriber base. The company partnered with Microsoft to help it develop the necessary infrastructure and provide ongoing assistance.

    According to Bloomberg, however, the new plan will not allow users to download shows or movies. The revelation came via developer Steve Moser, who discovered the following statement in code hidden in the new iPhone app:

    “Downloads available on all plans except Netflix with ads.”

    The news is sure to disappoint users looking forward to the free plan, but it’s not entirely unexpected.

  • Is TikTok Replacing Google?

    Is TikTok Replacing Google?

    Digital marketing entrepreneur Eric Siu, asks an interesting question, “Is TikTok the NEW Google?” The idea is that younger people are starting to search immersive social apps like TikTok and Instagram directly instead of searching Google.

    “Is TikTok going to replace Google? 40% of 18-24-year-olds report that they are using apps like TikTok to search for things like lunch. The engagement on Google Maps is also starting to grow down. In addition, people are now using fewer keywords to discover. They prefer immersive experiences instead.”

    “Now, things are changing quite a bit because Google is actually starting to index Instagram posts and TikTok posts. If you use Google as much as I do for my business or you do any search marketing at all, stay tuned.”

  • How to Find a Perfect Audience

    How to Find a Perfect Audience

    Focusing on your target market when trying to build your online presence can save you from wasting lots of time and money. With over 250 million Americans using social media, the internet is the best place to start when trying to build an audience, but there are strategies you can use to make this process easier. 

    Many People use Social Media in the Wrong Way

    This is especially true when they are trying to build an online presence. Oftentimes people will post the same content across every social media platform and this can prevent from gaining new followers. Every social media platform has a different audience, and this means that content needs to be uniquely crafted for that audience in order to gain traction. Sticking to only a few platforms and creating unique content for each channel can help you reach a wider audience and gain more followers.

    Once you decide the kind of content you want to create and the platforms you want to use, there are different phases that contribute to finding your perfect audience.

    Phases of Finding Your Perfect Audience

    Phase 1 is all about the environment of your content. If your content aligns with a specific trend that is happening, it’s a great time to start putting it out. Getting your foot in the door with trendy content can help to build a foundation, and then you can continue improving your content based on data. Useful data is collected over about 2 months, and this information can help you determine the demographics of the people watching your content. Demographics can help you determine certain likes and dislikes of your audience, which can help you tweak content even more to make sure you are marketing the best way to the audience you want to reach.

    Phase 2 is all about how you deliver content. Tone is very important when distributing your content. How you communicate with the content can help to build new audiences, and how audiences interpret your tone can be a deciding factor in how your content is perceived overall. The other important aspect of content delivery is the timing. Similar to releasing related content to trends, content can be more popular at certain times. You have the control when to reach a new audience based on trends or other important events. 

    The last phase of building your perfect audience involves emotions. It is important to not make knee jerk decisions based on audience responses  because this can do more damage in the long run. Use audience responses to make small improvements within your space so it is not as drastic but is still making your content better. If you are able to navigate the first two phases, it will provide some consistency within social media algorithms so that the third phase is less complicated!

    In Conclusion

    The social media landscape is integral in finding a perfect audience today. If you follow the three phases, it can be easier to learn the functionality of online habits and make reaching your perfect audience much easier. If you want to learn more about finding your perfect online audience, take a look at the infographic below:

    Finding A Perfect Audience
    Source: Bang Productions
  • Amazon Sues More Than 10,000 Facebook Group Admins Over Paid Reviews

    Amazon Sues More Than 10,000 Facebook Group Admins Over Paid Reviews

    Amazon is taking its battle against paid reviews to a new level, suing Facebook group admins for paying people for fake reviews.

    Amazon has struggled with fake reviews for years, with an entire cottage industry thriving around securing those reviews. According to the Daily Mail, Amazon is suing more than 10,000 Facebook group admins that are acting as “brokers” for fake reviews.

    “Our teams stop millions of suspicious reviews before they’re ever seen by customers, and this lawsuit goes a step further to uncover perpetrators operating on social media,’ said Dharmesh Mehta, Amazon’s vice president of selling partner services.

    “Proactive legal action targeting bad actors is one of many ways we protect customers by holding bad actors accountable.”

    In addition to protecting customers, Amazon is facing increased pressure from government officials. The UK’s Competition and Market Authority has investigated whether Amazon is doing enough to combat fake reviews.

    The company’s latest action should go a long way toward putting those concerns to rest.

  • How To Make The Instagram Algorithm Work For You

    How To Make The Instagram Algorithm Work For You

    The Instagram Algorithm is a mysterious and complex concept for many business leaders. It’s something companies know they need to master to thrive online, but like many social media rulesets, the algorithm isn’t always the easiest concept to grasp.

    Instagram’s algorithm dictates how content should be displayed on the platform, and which users are served which posts. This means if you want to connect with the 1 billion monthly users on Instagram, you need to know how to navigate the algorithm.

    In 2022, Instagram requires every user to think carefully about their use of captions, hashtags, and even certain content types for the best chance of ranking. Here’s what you need to know about the Instagram algorithm, and how you can master it.

    How The Instagram Algorithm Works

    Like most social media channels, Instagram regularly updates its algorithm to suit new customer trends, and industry expectations. This means if you want to boost your following, you may need to regularly change your strategy, based on the new rules.

    One point to note is Instagram introduced a new option for users to arrange their feed chronologically in 2022. This means if your customers choose the chronological ranking option, or do most of their browsing through the “curated” lists of posts from their favorite accounts, your algorithmic efforts might not have an impact on their newsfeed.

    The vast majority of Instagram users still view the default feed, however. This feed is organized according to the algorithm set by Instagram to boost the quality of the content users see on the sight. According to Instagram’s CEO, Adam Mosseri, the algorithm provides an “engaging” browsing experience by determining:

    ·         Which posts appear first on the news feed

    ·         Which Reels, Stories, and Live videos appear at the top of the feed

    ·         Which posts appear in the Instagram “Explore” section.

    The Instagram Algorithm & Feed Posts

    When it comes to using Instagram for small business growth, one of the first environments you’ll explore is the “Feed.”  This is the space where people in your target audience search for new content.

    The feed algorithm sorts through the content of accounts users already follow, to determine their likelihood of interacting with posts based on:

    ·         Relationship data: Instagram tracks the number of times a user interacts with another poster through comments, views, and likes to predict a potential relationship.

    ·         Post details: The more likes a post gets, whether it’s been tagged with a specific location, and how long it is (in terms of video content) all matter to the Instagram algorithm. The rules also organize content based on recency, so newer posts appear first.

    ·         Activity: Instagram tries to predict what customers will want to see by looking at the kind of content they usually interact with on the platform.

    To ensure users always get a quality experience, Instagram also allows authenticators to mark content as “false” or misleading and place it further down on the news feed.

    The Instagram Algorithm & Stories

    70% of all Instagram users view Stories on a daily basis.

    For brands, Stories offer a quick and convenient way to share information about their company, upcoming promotions, and events. For customers, these snippets of content are an excellent way to get a behind-the-scenes look at a business.

    The Instagram Algorithm for Stories works similarly to the standard news feed. This means the accounts users interact with most appear at the top of their feed.

    Notably, the short-lived nature of Stories posts also means timeliness can be more important to ranking here. The more recent the story when your user appears online, the more likely it is to grab their attention and boost your engagement.

    The Instagram Algorithm & Reels

    Reels are among the more recent additions to Instagram, ideal for fast-paced entertainment common in the TikTok landscape. Reels are prioritized by the Instagram algorithm based on what it thinks a user wants to watch. The algorithm will track things like engagement rates, saves, taps on a user’s profile, view completion rate, and re-watches.

    To boost your impact on the “Reels” page, Instagram recommends using inspirational content brimming with creative effects like filters and text.

    For the most part, however, the algorithm takes the popularity of the poster and the data of the post (including any added music) into account, alongside the history of the user.

    The Instagram Algorithm & The “Explore” Tab

    The Explore tab on Instagram is where users find content from users they haven’t encountered before. It’s a great way to connect with users who are using the Chronological feed for their main browsing efforts. On the Explore page, previous relationships with a user don’t apply.

    Instead, Instagram looks at the posts users have interacted with in the past to determine what they might want to see. The popularity of a post (its comments and likes), the kind of content a user has saved or liked in the past, and even the poster information can all make a difference.

    The algorithm also looks at things like keywords, locations, and hashtags in each post, and how they connect to the content other viewers have interacted with in the past.

    How To Make The Instagram Algorithm Work For You

    1.  Post More Instagram Stories

    Instagram Stories are some of the most valuable tools on Instagram. 500 million users interact with Stories every day, and many appreciate the authentic and raw content these posts provide.

    However, because Instagram Stories are only available for a short period of time, you’ll need to make sure you’re posting them frequently if you want to connect with your audience. Posting regular Stories will allow you to carve a space for yourself in the Stories tab, and boost engagement through various filters and features.

    When posting Instagram Stories, remember to:

    ·         Experiment with features: Stickers, polls, and sliders are all excellent ways to make your Stories more engaging and interactive. They can also be a good way to collect information about your target audience and their preferences.

    ·         Know your posting times: Know when your customers are most likely to be online so you can post your Stories and reach as many people as possible before they disappear.

    ·         Save highlights: You can save highlights from your Story to your Instagram profile to enhance your page. Highlights are a great way to make your profile appear more complete, and they give customers a reason to stick around and check out more of your posts.

    2.  Post Reels More Often

    Reels are gaining a lot of attention on Instagram today, particularly among younger users who already love fast-paced videos on TikTok. Instagram Reels can generate more engagement than your standard Instagram video, and they’re easier to consume for most customers.

    What’s more, because Reels are expected to be a little less polished and a lot shorter than standard feed videos, they’re much easier to create. Posting regular Reels gives you a chance to stand out on a dedicated portion of the Instagram app, which boosts your brand reach.

    You can experiment with different music and hashtags to reach your audience and use your Reels to provide users with valuable information or collect insights from your audience. For instance, @MeUndies and @LivBolish used Reels to ask users to pick their favorite product from a lineup.

    3.  Post At The Right Times

    While timing is particularly important for your Instagram Stories, it’s also crucial throughout the rest of the platform, too. You need to make sure you’re connecting with your audience when they’re most likely to be online, because the Instagram algorithm prioritizes “recency.”

    Finding out the right time for posting on Instagram can be complex. Different reports online offer different suggestions. For instance, Sprout Social say the best time for engagement is between 11am and 2pm on a Tuesday.

    While you can use online reports as a launching point for your brand, you’ll get more accurate insights by diving into your Instagram analytics. The “Insights” page on your business account will tell you when your followers are most active.

    Once you know when your customers are around, it’s worth using a scheduling tool to ensure you’re publishing your content at the right time, even if your social media team isn’t available.

    4.  Go Hashtag Heavy

    Hashtags are one of the most valuable tools in any Instagram strategy. If you want to master the Instagram algorithm, learning how to boost your content’s visibility with hashtags is a good start. Not only do these tools give more context to your post, but they’re fantastic for helping people to find your content when searching for relevant terms.