Social Media

Facebook Shares Business Messaging Best Practices Based on Recent System Changes

After rolling out a series of updates to its Messenger for Business processes over the last few months, Facebook has this week published a new set of tips to help marketers looking to make best use of messaging to keep in touch with customers. And with a growing number of people now using messaging platforms, it makes sense that more brands are also looking to provide connection options through the same. The risk, however, with messaging for business is that messaging is a more private surface, and can be interruptive. Overuse of messaging can have significant consequences for brands, and for Messenger itself – which is why Facebook has implemented tighter controls on how often brands can communicate via message, and keep in touch after that initial interaction.

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Facebook Blocks Mobile App Advertisers From Using Device-Level Data

The updated terms of service explicitly state: “You will not use any device-level data collected, derived, or obtained from or in connection with Mobile App Ads, including Facebook users’ interaction with a Mobile App Ad (such as information derived from targeting criteria) or any such data received directly from us or through a Facebook-authorized third party mobile measurement partner or other service provider (collectively, “Mobile App Ad Data”) for any purpose (including retargeting, commingling data across multiple advertisers’ campaigns, allowing piggybacking, redirecting with tags, or selling to any third party) other than on an aggregate and anonymous basis to assess the performance and effectiveness of your advertising campaigns delivered on or through the Facebook Products.”

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Marketing

Yotpo Taps Bazaarvoice Network for Review Distributed to Retailer Sites

Yotpo has partnered with Bazaarvoice to syndicate reviews through the latter’s network, which includes nearly 2,000 global retail sites and reaches more than a billion shoppers monthly, according to the company. Yotpo is evolving from a reputation management platform to an “end-to-end platform” for direct-to-consumer (D2C) brands. The move is intended to expand the reach of Yotpo-managed reviews content for retailers. Below is an example of a Yotpo review residing on the Nordstrom website via the Bazaarvoice Network. (There’s a disclosure it came from the merchant on the reviews page.) 98% are influenced by ‘authentic’ reviews. Nobody questions the importance of reviews in building consumer trust and social proof. Indeed, a 2019 Yotpo survey of 2,000 online shoppers found that “98% consider authentic customer reviews to be the most influential factor in influencing purchase decisions.” Other surveys agree with this finding, although at different percentage levels. However, a 2019 study from CPC Strategy (part of Elite SEM) found that, on Amazon, price was the biggest factor in purchase decisions, followed by reviews.

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Uber’s New Digital OOH Unit Bring Location-Targeted Ads to Car-Top Screens

It was inevitable that Uber would get into advertising. Now it has to as the company faces increasing pressure to be profitable. Yesterday, Adweek first reported that the ride-sharing platform had partnered with Adomni to create Uber OOH and bring digital screens to its drivers in three cities: Atlanta, Dallas, and Phoenix. Competition heating up. An initial trial will run through April. After that, the program will likely expand to more cities. It’s elective for drivers; since they’re not “employees” (according to Uberall) the company can’t compel its drivers to participate. Instead, there’s a financial sign-up incentive and drivers who log more than 20 hours per week will be eligible for additional fees. However, drivers don’t receive a cut of ad revenue. Many Uber drivers also drive for Lyft, which just acquired Halo Cars, a relatively small “taxi-top” ads startup. Firefly also competes in this space, promising Uber and Lyft drivers more income in exchange for mounting digital screens on their cars. Indeed, the ride-sharing, car-top ads market could quickly become a battle for driver participation and loyalty, raising payouts and financial incentives.

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