Daily Minute Master Series – October 2nd, 2019

Social Media

Facebook Adds ‘Click to Messenger’ CTA for Stories Ads

The Social Network is this week rolling out an expansion of its ‘Click to Message’ CTA to include Stories ads across Facebook, Instagram and Messenger. The option will enable businesses to drive direct conversations from their Stories ads with a ‘Swipe up’ prompt that will take them through to a Messenger conversation, without the user having to leave the app they’re in.The expansion of the same to Stories seems like a logical progression, especially, as noted, given the growth of both Stories and messaging usage across Facebook’s family of apps. The option also aligns with Facebook’s ‘C-Commerce’ – or ‘conversational commerce’ – push, which underlines the rising value of messaging as a connective platform between brands and consumers. With more people looking to get a more personal brand experience via messaging, it makes sense to consider your options to link people through to your business. 

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Twitter Rolls Out New DM Search Option to iOS Users

After testing it out over the last month or so, Twitter has now confirmed that its new DM search option is being rolled out to all iOS users. The option will enable you to search your DMs by name. That will then bring up any and all DMs from users with that name in their profile, including any group messages they’ve been included in. The functionality is fairly limited, in that you can’t search by message content – but then again, in combination with another Twitter DM search test currently underway, which would enable you to locate any content, including tweets, images and links, that’s been shared within your direct message conversations, it could end up being fairly valuable. These new additions are not specifically aimed at brands, but they definitely do have value from a brand usage perspective. Having the capacity to more easily sort through your DMs by customer name, or by content shared, will make it a much more appealing option for customer care. The ‘Shared Content’ option hasn’t been rolled out just yet, but it is worth keeping tabs on such developments, and considering where Twitter’s messaging tools might fit into your broader platform strategy moving forward.

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Marketing

Google Assistant in Chrome testing Duplex to help users buy movie tickets

Duplex, Google’s automated concierge feature, has made its way to Chrome browsers. The company has confirmed that the test is currently being applied to movie ticket booking sites as part of Google Assistant in Chrome. Google is already testing ads in Assistant, but handling transactions looks to be a key part of its monetization strategy for the virtual assistant. The ability to book movie tickets, and presumably eventually other things such as car rentals, may get more people to engage with the Assistant, bringing more users into Google’s ecosystem and presenting the company with more revenue opportunities. This technology may also play into Google’s broader e-commerce strategy. By streamlining shopping on Assistant-enabled devices, the company may be able to make more headway in the retail sector.

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Shopify Marketing now integrates with Microsoft Advertising

Shopify Marketing, launched last year to enable merchants to set up marketing campaigns across various ads platforms, announced an integration with Microsoft Advertising this week. Microsoft Advertising (formerly Bing Ads) powers search advertising on Bing, Yahoo and AOL as well as a network of partner sites. Shopify already supports Google Smart Shopping campaigns, carousel and dynamic advertising on Facebook and Story Ads on Snapchat. Shopify Marketing aims to offer merchants an all-in-one sales and marketing platform. Shopify is not alone in pursuing an all-inclusive sales and marketing hub approach to help merchants simplify workflows and entrench customers in the platform. BigCommerce has integrations with Amazon, Google Shopping, Facebook, Instagram and Pinterest among others, for example.

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