5 Reasons Adding a Number to Your Blog Post Titles Increases Page Views

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You should add a number to at least half of your blog posts according to a successful small business marketing blogger. What he really means is that list formatted posts, such as 4 Best Ways to Make Money Blogging, 10 Incredible Gmail Tricks and Tips or 4 Best Ways to Make Money Blogging… are extremely effective in driving social sharing which also leads to linking which is great for search ranking.

“Over the past three years, I’ve crafted titles for over 5,000 blog posts and have received over 58 million unique visitors to date,” said Brandon Gaille in a guest post on Google’s Inside AdSense blog. “With that many titles and that much traffic, it’s allowed me to identify what types of titles get the most traffic.”

Gaille has been on a tear over the past 3 years, founding business advice site BrandonGaille.com which now has over 2 million monthly visitors. Galille has since parlayed that success into offering a course called The Blog Millionaire for others to learn how to make millions too. “The overwhelming success of his blog system led Brandon to create an online course to guide bloggers and businesses down the same proven path of success that his clients pay him up to $100,000/year for,” said Galille on LinkedIn. There is currently a waiting list to join the course!

5 Reasons Adding a Number to Your Article Titles Increase Traffic

1. Placing a Number Gives Users What They Are Used To!

Call it the BuzzFeed effect, but lists drive traffic and a number in the title signifies a list. It’s really that simple.

“Titles that begin with numbers are proving to drive traffic,” says Gaille. “This is largely due to the increased consumption of users reading list posts more than any other type of blog post. A list post typically has anywhere from seven to forty key points, which are listed out numerically.”

2. List Posts Are Shared the Most on Social

People love to share List Posts on social media like Facebook and sharing can supercharge your traffic. Why not play into the social media game and give them what they want, short, easy to digest sharable content.

3. Odd Numbers in Titles Are 20% More Effective

“Although no one has figured out exactly why this happens, the odd numbered titles get more clicks than the even numbered titles,” said Gaille.

I think it’s probably because it sounds more legit, not made up. For instance, if somebody posts the 10 best ways to drive traffic, people will inherently think that the writer thought of 10 points and stopped thinking. However, if it was the 7 best, it sounds as if these are actually what the author thinks are truly best.

4. People Love to Link to Lists Which Makes for Great SEO

Search engine optimization is driven by links and what better way to get links than to get your content shared on social. So part of your SEO strategy should be to write content that people want to link to and then not only will they link in their own blogs but they will also get the word out by sharing your posts on Twitter, Reddit, Facebook and many other places.

5. Gaining a List Site Reputation Will Cause Repeat Traffic

Just like Brandon Gaille has discovered, writing lots of list style posts and including a number in the title gives you traction as a place people want to go. People like simple straight forward easy to read advice and that’s what Gaille delivers. Those who are looking for something to share on social or for inspiration on an article (like this one) find list sites a great destination source.

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December 6th 2016 Facebook, Google, Marketing, Search, SEO

Power of the People: Kellogg’s Dumps Breitbart.com… so Breitbart’s Readers Dumping Kellogg’s

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We don’t often comment on politics here at WebProNews.com, but I thought it was interesting to lay out the facts of a major brands decision (Kellogg) to suspend ads on a popular conservative website (Breitbart.com) and that sites’ attempt to fight back.

Freedom of speech and freedom of the press is an important principal of democracy and for an advertiser to make a public pronouncement that Breitbart.com does not carry their values is disturbing, considering that the site holds the same views for the most part as Trump, his 60 million voters and Brietbart’s 45 million readers. The site is not racist in the slightest, so is Kellogg saying that they don’t want their products consumed by Breitbart readers, Trump supporters or conservatives?

Breitbart started a petition against Kellogg yesterday which already has over 120,000 signatures.

Go here to sign.

Fact: Breitbart.com is a conservative site with its own paid writers as well as many contributors, just like most other mainstream news websites and liberal sites such as the Huffington Post.

Fact: Breitbart.com is not a white nationalist site and has been slandered by the national media seeking to disempower the Trump administration since he hired Steve Bannon, the former CEO of Breitbart. Trump, Bannon, Breitbart and their readers, voters and supporters are America First Conservatives, not racists, Nazi sympathizers or any other unsupported slanderous lie put out there by those that politically disagree with America First Nationalism.

Fact: There is no evidence presented by the media that Breitbart is a white nationalist site or racist in any way. There was an article headline that used the term “renegade jew”, which proved nothing considering that the story was from a contributing Jewish writer referring to an issue about Israel. The racist accusation has been totally debunked, yet Kellogg can’t see past political hyperbole.

Fact: News sites have many points of views expressed in their articles and the media knows that every article isn’t the exact point of view of management. For instance Arianna Huffington or AOL is not responsible for every article or headline that included the word Jew…
I’m Not a Hypochondriac, I’m Just a Jew – Huffington Post
Seth Cohen, The Manic Pixie Jewish Boy – Huffington Post
Don’t Call Me Jew – Huffington Post
The Fat Jew Latest to Join ‘Dancing With the Stars’ Cast – Huffington Post

Fact: Kellogg bought in hook, line and sinker to the slanderous lie that Breitbart.com is a white nationalist site, or are they just against American’s who voted for Trump? From Bloomberg: “We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” said Kris Charles, a spokeswoman for Kellogg, which also makes Frosted Flakes and Special K cereal. “We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site.”

The problem here is politics and the mainstreaming of slander by the media. At worst, Breitbart is the Huffington Post of the political right. Nothing more and nothing less. It’s the responsibility of brands like Kellogg to see through the fog of disinformation by Trump’s political opponents before, in effect, disparaging all of his voters and all of Breitbart’s readers.

The question for Kellogg and other advertisers is, do you really want to pick sides, liberal vs. conservative? Is that good for shareholders and is that good for your brand?

The post Power of the People: Kellogg’s Dumps Breitbart.com… so Breitbart’s Readers Dumping Kellogg’s appeared first on WebProNews.

December 2nd 2016 Marketing

Announcing the Third Edition of Advertising & Marketing Law: Cases & Materials by Tushnet & Goldman

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Rebecca and I are pleased to announce the publication of the third edition of our casebook, Advertising & Marketing Law: Cases & Materials. It is available for purchase in the following formats:

* As a DRM-free PDF file. Price: $11.50
* As a DRM-free ePub file for mobile devices. Price: $11.50
* In Kindle . Price: $9.99
* As a print-on-demand book from CreateSpace. Because of the book’s size, we have to publish it in two volumes: Volume 1 (covering chapters 1-9) and Volume 2 (covering chapters 10-17). Price is $22.50 for each volume (i.e., $45 for the set) plus shipping and tax. We offer a free PDF or ePub file to buyers of the hard copy version; all they have to do is email me a copy of their receipt and I’ll promptly email the electronic file.

As usual, if you are a professor, or are hoping to teach the course, and would like a free evaluation copy, please email me (egoldman@gmail.com).

A sample chapter, Chapter 13 (on publicity rights and endorsements), is available as a free download.

We’ve discussed the book’s background and our goals as authors in this essay.

What’s New?

We’ve kept the prices the same as the last edition. For more about our thoughts on pricing, see this post.

The chapters also remain the same:

Preface
Chapter 1: Overview
Chapter 2: What is an Advertisement?
Chapter 3: False Advertising Overview
Chapter 4: Deception
Chapter 5: Omissions and Disclosures
Chapter 6: Special Topics in Competitor Lawsuits
Chapter 7: Consumer Class Actions
Chapter 8: False Advertising Practice and Remedies
Chapter 9: Other Business Torts
Chapter 10: Copyrights
Chapter 11: Brand Protection and Usage
Chapter 12: Competitive Restrictions
Chapter 13: Featuring People in Ads
Chapter 14: Privacy
Chapter 15: Promotions
Chapter 16: The Advertising Industry Ecosystem–Intermediaries and Their Regulation
Chapter 17: Case Studies

We didn’t make major substantive changes. For example, unlike the last edition, there were no new Supreme Court cases to incorporate. However, you’ll find dozens of updates in each chapter. We also shifted some material between chapters, which I think improves the book’s flow and should streamline teaching. As a result, we strongly encourage all professors using the book to migrate to this version instead of the 2014 edition.

While we still have many improvements we hope to make eventually, this version gets closer to my dream vision for the book. As always, we gratefully welcome any comments and feedback about the book.

If You Are Teaching (Or Want to Teach) Advertising Law

For more on why you should consider teaching an advertising law course, see this post. In addition to a complimentary book copy, we can get you (1) access to the Georgetown Intellectual Property Teaching Resources database, with digitized props galore; and (2) our PowerPoint slide decks and lecture notes plus other materials, such as the various exercises we’ve used. If you want to create a new course, we can help you prepare your draft syllabus and course proposal. Email me! You can see more stuff, including syllabi and old exams, on my Advertising Law course page.

December 1st 2016 Marketing

Plaintiffs’ Law Firm Can Reference Targeted Business’ Name In Ad Copy–McHugh Fuller v. Pruitt

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PruittHealth operates nursing homes in the Southeast. The McHugh Fuller law firm regularly sues nursing homes (their tagline: “Nursing Home Law…It’s What We Do”). To drum up business, in March 2015, it ran the following ad in the Moultrie, Georgia community as part of a larger Georgia-wide ad campaign targeting PruittHealth:

mchugh-fuller

Apparently the advertisement successfully generated responses from potential clients: “since running ads targeting specific PruittHealth facilities in 2014, McHugh Fuller had received about 200 calls from potential clients, was engaged by roughly 50 clients, and filed about 11 negligence lawsuits against PruittHealth alleging that patients had suffered bedsores, broken bones, unexplained injuries, or death.”

Not surprisingly, Pruitt wasn’t too pleased with ads raising questions about the prevalence of neglect, abuse and death at its nursing homes. Citing tarnishment, Pruitt sued McHugh Fuller for trademark dilution under Georgia’s state trademark law. The trial court enjoined the ad. For reasons that are unclear to me, McHugh Fuller bypassed the intermediate appellate court and could appeal the injunction directly to the Georgia Supreme Court, which unanimously reversed the order and handed an unqualified win to McHugh Fuller.

Had this been a federal trademark dilution claim, it would have been an easy defense win. My understanding is that PruittHealth is a regional brand (I had never heard of it on the West Coast), so it may lack the required national fame. Furthermore, federal dilution law expressly excludes nominative uses, which is exactly what McHugh Fuller is making here. Unfortunately, state trademark dilution laws are a doctrinal backwater and often lack the features of a modern trademark dilution law like those in the Lanham Act. Thus, the Georgia Supreme Court’s opinion never once uses the phrase “nominative use” (indeed, the court expressly declines to interpolate into the state dilution claim a fair use defense analogous to the federal defense).

Nevertheless, the court finds its way to the same result. It says:

The ad used PruittHealth’s marks in a descriptive manner to identify the specific PruittHealth facility; indeed, McHugh Fuller was counting on the public to identify PruittHealth-Moultrie by the PruittHealth marks used in the ad. The ad did not attempt to link PruittHealth’s marks directly to McHugh Fuller’s own goods or services. McHugh Fuller was advertising what it sells – legal services, which are neither unwholesome nor degrading – under its own trade name, service mark, and logo, each of which appears in the challenged ad. No one reading the ad reproduced above would think that McHugh Fuller was doing anything other than identifying a health care facility that the law firm was willing to sue over its treatment of patients. In short, the ad very clearly was an ad for a law firm and nothing more.

All true, but notice how the court implicitly reintroduces the concept of consumer confusion into a tarnishment dilution claim. It’s also clumsy for the court to say that the law firm didn’t attempt to “directly link” the PruittHealth brand to its own. The law firm isn’t offering its services under the PruittHealth brand, but unquestionably the law firm sought to establish a cognitive link between the brands (i.e., “we’re the firm that sues PruittHealth!”). So avoiding the words “nominative use” leads to some unnecessarily convoluted explication.

The court goes on to suggest (without actually saying) that there may not have been any actual tarnishment. The court favorably cites an article by Prof. Sandy Rierson for the proposition that “cases where dilution by tarnishment has been found [all] involve the defendant’s association of a mark with sex or illegal drugs,” which isn’t the case here.

The court then summarizes:

trademark law does not impose a blanket prohibition on referencing a trademarked name in advertising…prohibit[ing] the use of PruittHealth’s marks to identify its facilities and services in any way, as the company urges, would raise profound First Amendment issues.

The trademark dilution doctrine remains controversial decades after Frank Schechter proposed it. We struggle to find empirical evidence showing that trademarks actually can be blurred or tarnished in consumers’ minds, and we continue to see brand owners wield the trademark dilution doctrine to advance anti-competitive and, as evidenced by this lawsuit, profoundly anti-consumer objectives. The 2006 amendments to the federal dilution law ameliorated some of federal dilution law’s worst attributes, and now we rarely see successful standalone dilution wins (i.e., that aren’t coupled with an infringement finding). This case reminds us that we still have cleanup work to do at the state level to fix antiquated dilution statutes; or better yet, rulings like this should prompt us to reconsider if and when we really need dilution laws at all.

Case citation: McHugh Fuller Law Group, PLLC v. PruittHealth, Inc., S16A0655 (Ga. Sup. Ct. Nov. 21, 2016)

Selected blog posts on trademark dilution:

* Brief Brand Reference in TV Ad Constitutes Trademark Dilution–Louis Vuitton v. Hyundai
* Puzzling 9th Circuit Dilution Opinion Over eVisa.com–Visa v. JSL
* Union Organizers’ Activist/Gripe Sites Don’t Support Trademark Claims–Cintas v. Unite Here
* Trademark Dilution Symposium Videos
* Griper Selling Anti-Walmart Items Through CafePress Doesn’t Infringe or Dilute–Smith v. Wal-Mart
* Lycos Not Liable for Objectionable Message Board Posting–Universal Communication Systems v. Lycos
* Competitive Keyword Purchase Doesn’t Contribute to Actual Dilution–Nautilus v. Icon
* Beebe on Trademark Dilution
* Trademark Dilution Revision Act of 2006

November 24th 2016 Marketing

Facebook Cancels Racial Targeting For Certain Advertisers

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Facebook announced today that it no longer will allow advertisers marketing products and services related to housing, credit or employment to target their ads based on race.

Erin Egan, VP, US Public Policy and Chief Privacy Officer explained:

Recently, policymakers and civil rights leaders have expressed concerns that advertisers could misuse some aspects of our affinity marketing segments. Specifically, they’ve raised the possibility that some advertisers might use these segments to run ads that discriminate against people, particularly in areas where certain groups have historically faced discrimination — housing, employment and the extension of credit.

We take these issues seriously. Discriminatory advertising has no place on Facebook.

Facebook is making changes as follows:

Going forward, we have decided to make the following changes to our advertising products. We will:

  • Build tools to detect and automatically disable the use of ethnic affinity marketing for certain types of ads: We will disable the use of ethnic affinity marketing for ads that we identify as offering housing, employment, or credit. There are many non-discriminatory uses of our ethnic affinity solution in these areas, but we have decided that we can best guard against discrimination by suspending these types of ads. We will continue to explore ways that our ethnic affinity solution can be used to promote inclusion of underrepresented communities, and we will continue to work with stakeholders toward that goal.
  • Offer more clarification and education: We will update our Advertising Policies to be even more explicit and require advertisers to affirm that they will not engage in discriminatory advertising on Facebook, and we will offer new educational materials to help advertisers understand their obligations with respect to housing, employment and credit.

Read the full announcement at Facebook.

The post Facebook Cancels Racial Targeting For Certain Advertisers appeared first on WebProNews.

November 12th 2016 Facebook, Marketing

Backpage Can’t Challenge the SAVE Act–Backpage v. Lynch

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I never had a chance to blog the 2015 SAVE Act, but I always meant to. It’s one of the rare times that Congress intentionally circumscribed Section 230. However, instead of amending Section 230 directly, Congress added a federal criminal law that fits into Section 230’s exclusion of federal criminal prosecutions. Thus, Section 230’s scope was reduced by the expansion of federal crime.

The SAVE Act supplemented existing anti-sex trafficking laws. It criminalizes knowingly running advertisements that cause prostitution by force/coercion or underage prostitution. The restrictions on advertising obviously target Backpage’s publication of prostitution ads, but the scienter requirement, plus the force/coercion or underage requirements, limit the crime in crucial ways.

Because Congress deliberately targeted Backpage in its crosshairs with the SAVE Act, I’ve been puzzling over the California AG’s prosecution of Backpage executives for pimping. As I mentioned before, if a pimping prosecution works, then the SAVE Act wasn’t needed–and pimping should have been pursued years ago. Otherwise, why did state prosecutors use an ill-fitting old crime when Congress provided federal prosecutors with a crime manufactured exactly for that purpose?

The SAVE Act’s current inconsequentiality can be partially explained by this lawsuit. Backpage sought a pre-enforcement challenge to the statute. Knowing the law targeted it, Backpage took the fight to the courts. Of course the government could have, at any time, converted this lawsuit to a live controversy by initiating a prosecution. Instead, it appears Backpage’s proactive litigation helped keep the DOJ in abeyance.

The lawsuit itself goes nowhere. The court says it lacks subject matter jurisdiction because Backpage can’t show an injury-in-fact from the unenforced law. The court says the First Amendment doesn’t protect ads for “illegal sex trafficking of a minor or a victim of force, fraud, or coercion.” (The court just assumes, without analysis, that the First Amendment doesn’t apply, and I wonder if the issues are as clear-cut as that). And Backpage says it doesn’t want those ads, so it screens, blocks, and removes such ads and “takes numerous steps to prevent such misuse, especially to guard against human trafficking or child exploitation.”

In effect, the court squeezed Backpage into a no-win situation. Because Backpage tries to comply with the law, the court eliminates its standing; and if Backpage wants to suggest it might run afoul of the law by accepting verboten ads, it will do so without any First Amendment protection. Backpage argued that it has won First Amendment cases before, including the Dart, McKenna and Cooper cases, but the court distinguishes those:

Backpage.com has not presented evidence that Congress sought to eliminate all advertisements of a sexual nature from its website through the adoption of the SAVE Act; rather, the legislation is directed only at those advertisements concerning illegal sex trafficking, which do not constitute constitutionally protected speech…. while it might be true that some Congressional members had Backpage.com in mind when enacting the SAVE ACT, the statute is “aimed” at individuals who knowingly advertise or benefit from advertising sex trafficking.

So the lawsuit flames out, but the court’s interpretation of the SAVE Act’s high scienter requirement (Backpage’s violation must be “knowing”) likely deters the DOJ from enforcing it any time soon. So who won this lawsuit? Let’s call it a tactical draw but a strategic loss for Backpage because intervening developments have put Backpage and its executives at extreme risk.

Case citation: Backpage.com v. Lynch, 2016 WL 6208368 (D.C. D.C. Oct. 24, 2016).

Prior posts on Craigslist/Backpage

* Some Comments on the CA/TX Attorneys’ General Prosecution of Backpage’s Executives
* Big Win For Free Speech Online In Backpage Lawsuit
* Backpage Gets Bummer Section 230 Ruling in Washington Supreme Court–J.S. v. Village Voice
* Backpage v. Cooper
* Backpage Gets Important 47 USC 230 Win Against Washington Law Trying to Combat Online Prostitution Ads
* Backpage Gets TRO Against Washington Law Attempting to Bypass Section 230
* Backpage Gets 47 USC 230 Defense for Prostitution Ads–M.A. v. Village Voice
* Craigslist Isn’t Liable for Erotic Services Ads–Dart v. Craigslist
* Cook County Sheriff Sues Craigslist for Erotic Services Category

November 11th 2016 Marketing

How to Supercharge Your Prospecting Emails

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I ran across a YouTube video by sales guru Marc Wayshak offering key tips for writing effective prospecting emails that decision makers want to open, read and respond to. The problem is most prospecting emails fail to engage the recipient because they are never opened.

How to Get Your Recipient to Open Your Email

The first key to successful engagement is to get the target to open the email and this starts with the subject line. Wayshak suggest using non-promotional subject lines. “Most people are actually checking their emails using their phones, so think about what’s actually showing up on that phone,” he says. “Who’s it from, the subject line and then the first couple of words in the email body.”

He says to use non-salesy language, personalize the company name and to keep it short. In my experience, if a prospect feels it is simply a cut-n-paste, they will ignore, delete or click spam. Think of the subject line and first few words in an email as you knocking on their door. The recipient is looking through the email key hole and assessing whether you’re worth listening to.

Personalization is Key

When anyone receives an email the first thing they assess is whether the email is bulk or personal. This is a key theme of Wayshak’s in all of his tips for increasing email engagement.

“If a prospect thinks that what you have just sent out is a copy and pasted email that’s going to really everyone, it’s going to be deleted immediately,” says Wayshak. “It’s time to make those emails hyper specific to their exact world. We want to show that we’ve done our homework, that we know about the organization and that we know about them and maybe some of the challenges that they could be facing.”

Keep Prospecting Emails Short

The goal is to get the recipient to respond, not tell them every benefit or feature of your service or product. Wayshak believes that keeping it short is imperative to obtaining engagement. “We have at the most 20 seconds for the entire email before prospect is going to delete even the most engaging email,” he says. “So that means 3-5 sentences and then we’re done.”

Also keep in mind that keeping it too short can in itself seem promotional and not truly personal. It’s key to keep it personalized to the potential customers needs with the words in your prospecting emails similar to a short elevator pitch that feels real and solution focused for their specific business. With every prospect email, you should be trying to light a fire of interest that compels the reader to want more information.

Offer a Value Propositon

The only way to make a potential customer become a customer is to convince them that your product solves a problem. Knowing the company is key to correctly making this pitch. What are their problems and how does your product or service solve them? Wayshak suggests giving them specific feedback on their company.

“I have a client who helps companies improve their YouTube channel,” noted Wayshak. “What he did recently is he went through some of his top prospects YouTube page and gave them specific feedback on different areas that they could improve on their YouTube channel. Immediately, he got lots of responses from people saying I want to meet with you.”

He says that most salespeople are looking to take when they are writing emails, so instead give value. “That’s going to help you stand out from your competitors.”

Don’t Forget the Hook!

Your email is personalized, not too long and boring, is clearly written with an understanding of the prospects business and their problem and offers your product as the solution, but it’s still often not read. That’s because your forgot to add the hook!

“Conclude those emails with a question that’s going to engage them,” says Wayshak. “The problem is that most emails end with something that sounds like this. Let me know if I can ever be helpful. That is a total waste of time and you are not going to get responses.”

“Instead, engage like this. Do any of these challenges ring true to you? Or, where can I send that book to? Something that is specific and easy to answer that is likely to engage them in a very quick conversation.”

The post How to Supercharge Your Prospecting Emails appeared first on WebProNews.

November 4th 2016 Marketing

Twitter Improves the Use of Direct Messages as CRM

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Twitter announced today new features that help companies use the Direct Messages aspect of their platform to improve communications with customers. They have enabled companies to build in Quick Replies and Welcome Messages via Direct Messages so that businesses can serve customers better.

The new tools let businesses better incorporate Direct Messages into their CRM strategies. Twitter hopes that this further encourages businesses to make its platform the heart of their customers experience.

Quick Replies and Welcome Messages

Twitter’s new Welcome Messages allow businesses to pre-set greetings or offer information at the top of their Twitter feed to encourage questions and speed resolutions.

“Businesses can create multiple welcome messages and deep link directly to a specific greeting from Tweets, websites, or apps,” said Ian Cairns (@cairns), Customer Service Product Manager. “Welcome messages help businesses demonstrate their commitment to service and help people learn what options exist to engage with a business in Direct Messages.”

The Quick Replies feature gives businesses a way to automate replies to customers by letting them choose from a list of options. Businesses could combine Quick Replies and Welcome Messages in order to make the customer interaction more efficient and effective. Cairns says that they might, for example, prompt faster resolutions by encouraging customers to provide specific information before a customer service agent is actually involved.

Twitter noted that Pizza Hut is using the new features to improve the customer experience. “We are constantly pursuing ways to simplify our ordering experience,” said Baron Concors, Global Chief Digital Officer at Pizza Hut. “This platform allows our consumers to quickly order or get information within Twitter where they are already spending a great deal of their time.”

Twitter has listed these companies as currently incorporating the new features into their Direct Messages experience with customers: @EvernoteHelps, @PizzaHut, @AirbnbHelp, @SpotifyCares, @NortonSupport, @Tesco,@TfLTravelAlerts, @WeatherNetwork, and @AirTailor.

Information for Developers

Twitter has worked to integrate these new features with a number of ecommerce tools including: Assist, Audiense, Conversable, Conversocial, Dexter, Hobbynote,Lithium, Massively, Proxima, Rozie, Spredfast, Sprinklr, and Sprout Social .

They recommend you contact them directory to enable a custom approach for your business.

The post Twitter Improves the Use of Direct Messages as CRM appeared first on WebProNews.

November 2nd 2016 Marketing, Twitter

Instagram Connects Shopping to Browsing

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Instagram announced today a new connection within the app to product information and then an easy click to an actual purchase on a retailers app or website. Starting next week Instagram will be testing this feature with 20 US retailers including Kate Spade, JackThreads and Warby Parker. This is likely the beginning of making Instagram a massive consumer marketing platform similar to Pinterest.

Specifically, Instagram is adding a tap to view icon at the bottom left of a photo, which when clicked tags up to 5 items in the photo with prices and a link. Once a tag is clicked, more info about the product will appear including a Shop Now link which takes the user to the retailers product page. Eventually, expect Instagram to enable in-app purchases instead of sending customers to other apps or websites.

“This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search,” noted Instagram. “Knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, this test gives our community valuable steps along their shopping journey before they make a purchase.”

“Instagram is where we reflect the interesting life of the kate spade new york girl through relatable social moments which highlight the products that are characters in her story,” says Mary Beech, Chief Marketing Officer at Kate Spade & Company. “This post (above) features our favorite new bag and elements from our new personalization program that, together, make the bag uniquely hers. With this seamless shopping experience launching on Instagram, the possibilities for selling our products are endless.”

Instagram is currently testing this feature with a subset of people in the US that are using iOS devices. They plan to learn from that, add additional functionality and then roll out globally.

“We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile,” said Instagram.

The post Instagram Connects Shopping to Browsing appeared first on WebProNews.

November 2nd 2016 Marketing

YouTube Launches Promotional End Screens for Videos

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YouTube has launched End Screens for videos, allowing creators to add a clickable promotional page at the end of videos that works on both mobile devices and desktop computers. Previously, video makers would have to upload a promo page and it would only work on the desktop.

YouTube says that you can use the End Screens to:

  • Point viewers to other videos, playlists, or channels on YouTube
  • Call for subscriptions to your channel
  • Promote your website, merchandise, and crowdfunding campaigns

End Screens are embedded within the video and appear during the last 5-20 seconds. They can include up to 4 elements to promote your content, channel and websites, which on the desktop offers more information on hover or on a mobile device on tap. YouTube notes that other interactive elements, like card teasers, featured content, and branding watermarks, are suppressed during the End Screen.

According to YouTube, elements can feature the following types of content:

  • Video or playlist: You can select to always feature your most recently uploaded video; allow YouTube to select a video from your channel to best suit the viewer; or pick any video or playlist from your channel, public, or unlisted content.
  • Subscribe: Encourage subscriptions to your channel.
  • Approved websites: Link to your associated website or to approved merchandise and crowdfunding websites. Provide a custom image, title and select a call-to-action.
  • Channel: Promote another channel and provide a custom message.

This feature is planned to get more robust over time as YouTube receives feedback and data on performance, viewer behavior, device and context. They say that the End Screen will not be played when a video is viewed in background mode and for this reason YouTube recommends not pointing to elements or adding crucial content to the end screen part of the video.

  • Feature elements that are relevant to the video.
  • Encourage viewers to click using calls to action for different end screen elements.
  • Make sure you leave enough space and time at the end of the video for an end screen. Make sure you consider the video’s last 20 seconds when editing it.
  • Consider timing different end screen elements to appear at different times.
“After testing End Screens with a number of creators, we’ve incorporated feedback to make the tool work even better,” said Muli Salem, Product Manager at Google. “We couldn’t be happier to make it available to every creator on YouTube. So how will you use End Screens? We can’t wait to see the ideas you come up with.”

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October 28th 2016 Marketing, Social Media, YouTube