Daily Minute Master Series – November 26, 2019
Social Media
Pinterest launches Pinterest Shop for small businesses that make and sell products
Pinterest has launched Pinterest Shop – a new dashboard curated by Pinterest that showcases the profiles and products of small businesses in an Etsy-style fashion. Shop currently includes 17 different small businesses that make and sell unique goods and have uploaded their product catalogs to Pinterest. The products are then automatically turned into Product Pins. Pinterest said it will continue updating the Pinterest Shop with products from select businesses. Pinterest’s native visual platform acts as a discovery engine for users to generate ideas, which translates seamlessly to users who view a pin and decide to make a purchase. With Pinterest Shop, users can browse a selection of curated products from small businesses within the same environment they’re already familiar with. For small businesses, the ability to showcase a profile and connect with audiences in a personal and familiar way could help drive sales in time for the holiday rush.
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Snapchat Lets Advertisers Run Video Ads Up to 3 Minutes in Length
Snapchat is rolling out new options for advertisers, allowing them to run ads as long as three minutes. The new ad units, called extended play commercials, can still be skipped after six seconds like other Snapchat ads. Extended play commercials will be displayed as mid-roll ads, similar to shorter Snapchat commercials. The extended play format is designed to give advertisers an opportunity to tell longer stories to engaged viewers.
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Marketing
6sense and Drift partner to enhance ABM processes, help users identify high-value prospects
Account-based orchestration platform 6sense announced a partnership with Drift to provide a new integration between 6sense’s Company Graph and Drift’s Intel feature. The connection will provide curated company-level website visitor data to Drift Intel. 6sense will also provide account identification capabilities to the companies’ joint customers. Drift’s conversational marketing platform helps users streamline the buying process. The addition of 6sense’s Company Graph data will allow Drift Intel customers to identify high-value prospects and enables them to engage them with targeted, personalized messages.
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Google Maps the dominant local search tool, followed by Facebook and Yelp
It’s not a secret that Google Maps has solidified its place as the dominant entry point for local search. In fact, a new consumer survey from Brandify found that 77% of respondents use Google Maps to find “near me” business information well ahead of other sites. Facebook is the number two choice for local business search. That’s followed by Yelp and “business website.” This is another rejoinder to those who believe the small business website is dead. hat most marketers still don’t fully appreciate is that most online research results in an offline purchase. This is the dominant use case now for non-informational searches: a user on a smartphone looking for a product or service, where the transaction or fulfillment is offline. But if the Brandify survey is representative, the majority of these local searchers are just going to show up at a business or store, making tracking them a significant challenge.
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