Are you effectively monetizing, measuring and maximizing your inbound call volume?

Are you effectively monetizing, measuring and maximizing your inbound call volume?

Marketers are using call analytics platforms to identify the rich data and consumer insights hidden in the growing volume of inbound calls. Call analytics platforms are one of the few martech systems that can track both online and offline leads. Call tracking – following a call from source (e.g. website, click-to-call search or display ad) to sales representative (e.g. based on geographic location or product line) – has been a core use case. However, call analytics platforms now work for a number of marketing use cases: If you are considering an enterprise call analytics platform, this report will help you decide whether or not you need one. MarTech Today’s “Enterprise […]

Adapting your SEO strategy to soften the impact of COVID-19 on organic traffic

Adapting your SEO strategy to soften the impact of COVID-19 on organic traffic

It’s no longer news that coronavirus has upended the way we live our day-to-day lives. Unprecedented unemployment rates, emptied shelves where toilet paper and Lysol wipes used to sit, an innumerable amount of people working from home – this has become our new reality. We know the ways it has impacted our lives personally, but how has consumer behavior and the way people search changed as a byproduct? What we’ve seen across our clients at 3Q Digital and within the industry is two-fold: Search behavior drastically changed as a result of the coronavirus, and it will continue to do so over the coming weeks and months with “at home” keyword […]

SMX Overtime: Schema and Structured Data — Hidden Gold For SEOs

SMX Overtime: Schema and Structured Data — Hidden Gold For SEOs

SMX Overtime is part of our SMX speaker series from conference presenters who answer questions from attendees on a variety of topics. Q. Is‌ ‌it‌ ‌worth‌ ‌implementing‌ ‌schema‌ ‌if‌ ‌there‌ ‌are‌ ‌no‌ ‌visible‌ ‌changes‌ ‌to‌ ‌the‌ ‌search‌ ‌result‌ ‌on‌ ‌the‌ ‌SERP,‌ ‌just‌ ‌to‌ ‌help‌ ‌Google‌ ‌better‌ ‌understand‌ ‌your‌ ‌content‌ ‌generally?‌ A. Yes, it can definitely be worth implementing structured data, even if there is no direct impact for rich results in the SERPs. As we know, Google is constantly adjusting the SERP landscape so new rich results are always a possibility. Structured data can help Google better understand the content of a page as well as help it understand how that […]

Comparative Advertising: The Legality, When to Use It & Best Practices for Optimal Campaign Results (Examples)

Comparative Advertising: The Legality, When to Use It & Best Practices for Optimal Campaign Results (Examples)

For consumers, comparative advertising is more than a branded battle taking place in public. Though entertaining, it can actually empower them to make better buying decisions. For advertisers, the stakes are higher. The right comparative advertising campaign can level the playing field for smaller brands and declare superiority for others. But the tactic involves finesse. A wrong move can set a brand up to lose customers, reputation, and even a legal battle. If you’re considering a comparative ad campaign, here are some things you should know. What is comparative advertising? Comparative advertising, sometimes called “comparison advertising,” is an advertising strategy in which a brand compares itself to a competitor to […]

TikTok vs. Snapchat: A guide for marketers

TikTok vs. Snapchat: A guide for marketers

TikTok is having a moment. Whether you use the app already or have spotted TikToks popping up on other social platforms, it’s clear that TikTok isn’t just another fleeting trend. It’s here to stay. Yet it’s easy to see how someone not familiar with TikTok (ahem, your boss) might dismiss it as a Snapchat reboot. Worse, they might assume content from Snapchat can be repurposed on TikTok. The two platforms share similar features (and yes, similar audiences) but their value offerings are entirely different. TikTok is a video sharing app for short clips set to music while Snapchat is a photo and video messaging app centered on ‘Stories’ and other […]

The Ultimate Guide to Using WhatsApp for Business in 2020

The Ultimate Guide to Using WhatsApp for Business in 2020

Does your business offer international services, but you’ve found it hard to connect with global customers in a personalized, cost-effective way? Do you, as a marketer, struggle with offering one-on-one experiences with customers when you’re not online? Marketing messages are hard, right? But they don’t have to be. Allow me to introduce you to your new favorite app for customer relationships: WhatsApp. Now, if you’ve just read that and thought, “WhatsApp? What’s that? And how is an app going to help?” That’s understandable. Allow HubSpot’s Head of Conversational Marketing, Connor Cirillo, to break it down: “WhatsApp has become the center of gravity for billions of users around the world. It’s […]

Snapchat Launches New COVID-19 Business Resource Center to Assist Marketers With Campaigns

Snapchat Launches New COVID-19 Business Resource Center to Assist Marketers With Campaigns

Snapchat has this week launched a new, dedicated COVID-19 business hub, which includes a range of resources, insights and links to help marketers manage the COVID-19 pandemic, and better connect with their audiences amid the crisis. The new mini-site showcases a heap of data points on the changes in Snapchat usage during the global lockdowns, highlighting relevant opportunities and best practices, based on examples. Snapchat plans to expand on these tools with new data updates over time – but to provide some key pointers, Snap has published three industry-specific trend updates to highlight key areas of focus. You can check out the Snapchat COVID-19 Business Center here, or take a […]

Facebook Adds New Metrics to its Ad Library Listings to Improve Transparency

Facebook Adds New Metrics to its Ad Library Listings to Improve Transparency

Facebook has added a few new elements to its Ad Library listings in order to provide more transparency over the displayed ads, and make it easier to find relevant info in the app. As shared by Facebook Integrity Team Lead Rob Leathern, Ad Library listings will now include a new “potential reach” measure, which represents “an estimate of the size of the audience that is eligible to see an ad”. Up till now, you could somewhat estimate this manually based on ad spend and audience targeting, but the new listings will make it easier to sort ads based on their potential influence, and get a better understanding of each campaign. […]

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days

With the Stories format slowly gaining traction on Facebook, The Social Network looks to be experimenting with a new option that could increase Stories views – and potentially make them a more interesting proposition for the older Facebook audience. According to a new discovery by reverse engineering expert Jane Manchun Wong, Facebook is testing a new option that would enable users to keep their Facebook Stories active for up to three days, as opposed to the current 24-hour expiry. That’s a significant jump, which also somewhat changes the core concept of the format – but as noted, maybe it will appeal to Facebook’s audience, which is older, on average, than other platforms, […]

Instagram Adds Gift Card, Ordering and Fundraising Tools to Help Businesses Impacted by COVID-19

Instagram Adds Gift Card, Ordering and Fundraising Tools to Help Businesses Impacted by COVID-19

After they were spotted in testing last month, Instagram has now officially announced the addition of its new gift card, food order, and fundraiser tools for Stories and profiles, which will provide businesses impacted by the COVID-19 shutdowns with another way to generate income during the ongoing crisis. As explained by Instagram: “Businesses can share new gift card, food order, and fundraiser stickers in Stories and on their profiles. When you see gift cards or food orders, you can tap to make your purchase through our partner’s site. Fundraisers [when tapped] open on Facebook to a personal fundraiser created by business owners or their supporters.” With retailers forced to close […]