Critics Find Flaws in Advanced Marketing Automation
While intended to improve interactions with consumers, developments in marketing automation might actually be “turning humans off,” according to a new survey.
Exploring next-generation technologies like machine learning and Artificial Intelligence, the report Scaling Human Interaction in Customer Experiences (which was commissioned by ON24 and conducted by Harvard Business Review’s Analytic Services) found that most marketers already believe they've gone too far when it comes to automating customer experiences.
"As more marketing gets automated and impersonal,” said ON24 CMO, Joe Hyland, “marketers need to ensure that customers don’t just feel like a number.”
Though clearly the direction that our industry will continue to take, the study raises a fundamental question for marketers: how do we strike a balance between human engagement and growth and invest in digital experiences that help scale one-to-one marketing?
Among the areas where respondents expect to make the greatest investments in the next two years are predictive analytics (55%), social media monitoring and management (40%), customer service and support automation (34%) and AI (33%).
Mobile Ad Spend to Dominate All Other Channels by 2020
According to eMarketer, mobile ad spending in the U.S. will eclipse that allotted to all traditional channels combined by 2020.
“Even the strongholds of TV, such as live sports and news, are starting to move online,” writes Martin Utreras, vice president of forecasting. “With respect to TV,” he continues, “content like news and sports are starting to move online, so we expect to see a shift in dollars for those categories as well.”
Per Utreras, the growth of mobile ad spending can be attributed to trends in video-streaming and the popularity of services offered by platforms like Facebook and Google.
Mobile will account for over $76 billion of domestic media ad spending this year. TV, by comparison, is expected to come in at $69.87 billion, far ahead of print (nearly $19 billion), radio ($14.4 billion), and out-of-home (just over $8 billion).
Will Original Content Be Enough to Save Snapchat?
In an act of desperation that aims to improve their platform’s appeal among mobile video aficionados, Snap(chat) has launched a new service focused on original content.
Covering genres like drama, comedy and horror, Snap Originals is meant to compete with rival Instagram’s IGTV, and will use technologies like augmented reality to make its 5-minute clips more interactive.
The announcement comes as the company’s shares continue to slip. Once considered the “next big thing” in social media, Snap’s stock prices have fallen dramatically in recent months, due – in part – to a general lack of interest among the brands whose investments contributed to the growth of challengers like Facebook and YouTube.
Twitter to Publicly Shame Users Who Exhibit Bad Behavior
With the latest update to their terms of service, Twitter is attempting to address bad behavior on their platform, once and for all.
Announced on their blog, the company has outlined a plan to address tweets that “cross the line,” and a process that will involve “hiding” content that’s been reported as offensive with a gray box that reads: “This tweet is no longer available because it violated the Twitter Rules.”
The above message will appear at the URL of the original tweet, and on the creator’s profile where it will remain for 14 days.
In recent months, Twitter has made headway improving conversational health, including prohibiting dehumanizing language and de-listing tweets from accounts that exhibit troll-like behavior.
To date, their efforts have succeeded in reducing the amount of spam and venom that threatened the platform.
Inflated Video Metrics Land Facebook in Hot Water… Again
Another week, another lawsuit, as a group of marketers moves to sue Facebook over allegations that the Network’s inflated video metrics were far more exaggerated than previously acknowledged.
In court papers filed in August, but only unsealed this week, they claim that “the average viewership metrics were not inflated by only 60%-80%; they were inflated by some 150 to 900.”
The latest chapter in a legal battle that dates back to 2016, the amended complaint stems from revelations that Facebook misreported two metrics related to its video ads.
“Facebook engineers knew for over a year,” the it states, “and as multiple advertisers had reported aberrant results caused by the miscalculation, Facebook did nothing to stop its dissemination of false metrics.”