🔊 Sprinklr to partner with Quora

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Plus, Instagram Reels get Shopping Tags.

Dec 11, 2020

Good morning, Marketer, and AirBnB confounds my expectations, at least.

But what do I know? I’m not an investor. I just had some trepidation about the disruptive unicorn’s IPO given what happened to the IPOs for the disruptive WeWork, and the equally disruptive, what-me-turn-a-profit? Uber. “Fiasco” was a term used to describe those efforts.

Nevertheless, AirBnB stock opened yesterday at $146, a healthy climb on its final IPO price of $68 per share. This pushed the brand’s market capitalization over the $100 billion mark. Of course, DoorDash, the delivery service, did almost as well earlier this week. But think: 2020 has been the year of home delivery, a trend which might well outlive the pandemic. It has not been the year of traveling and staying places. And even in the days when we did those things, AirBnB was losing money. It just lost more this year.

Like I said, what do I know? I guess my advice from the perspective of brand development is, sure, go out there and be as crazy disruptive as you like. There may be gold at the end of the rainbow. Or not.

Kim Davis
Editorial Director

DAM

The importance of governance for digital asset management

Central to digital asset management, or DAM, is the tagging of assets so that they can be readily retrieved — something of critical importance for extensive libraries of text, images and video.

But random tagging by a multiplicity of users doesn’t get the job done: tagging needs to be done consistently, and according to a taxonomy, a hierarchical classification scheme. If you’re a library user, think of the Dewey Decimal System; but unlike public libraries, there’s no one-size-fits-all taxonomy which will serve the needs of retailers, healthcare, finance, scientific organizations, or sport associations.

In a recent episode of MarTech Live, we spoke with Paul Murphy, responsible for the vast library of digital image assets at the Union of European Football Associations. How does UEFA approach tagging photos when so many different photographers are involved for so many different reasons. It’s about governance.

Nielsen Annual Marketing Report: Learn how marketers’ trust in digital drives spend, despite challenges

Nielsen surveyed over 350 marketers from around the globe and found that enthusiasm for digital was tempered by severe data quality issues and measurement challenges. Many of you feel you don’t have the right tools to measure and compare the ROI of your ad campaigns across all the channels you use. Download the “Nielsen Annual Marketing Report: The Age of Dissonance” to learn why marketers hold digital channels to a different standard than traditional channels

Read more »

Social Short

Instagram Reels get Shopping Tags

Instagram is making Reels shoppable with Shopping Tags. “Now you can buy your favorite products in Reels. Excited to see how this helps you find and share new things you love,” Instagram VP of Product Vishal Shah tweeted on Thursday.

With shopping tags, creators can add product listings to their Reels videos. Users can tap to view the product and then click through to make a purchase.

Why we care. This gives Reels a bit of a jump on rival TikTok. And also another way Instagram is putting commerce front and center on the platform. It also gives creators and Instagram a way to monetize Reels. TikTok, for its part, is also working on commerce initiatives. It launched an integration with Shopify last month and is also testing product links in videos among other efforts. Expect to see much more happening in social commerce in 2021.

Book your SMX workshop today -- just $249!

Google Ads, Advanced SEO, Technical SEO, In-House SEO… which SMX workshop will you choose? Book now for just $249 and unlock two days of interactive, expert-led training next Tuesday and Wednesday, Dec. 15-16!

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How to unify your marketing to deliver the ideal buyer's journey

Sponsored by Integrate

Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision.

We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today.

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Sprinklr to partner with Quora

Enterprise CX management platform Sprinklr this week announced a partnership with Q&A website Quora to bring Quora insights to brands and put brands in front of Quora users.

More than 300 million users per month consult Quora, including a high proportion of management level users with high purchasing power. By integrating Quora with its Modern Research tool, Sprinklr will be able to ingest real-time data on Quora content, enabling brands to engage with Quota users, detect brand risk problems, and enhance marketing efforts by understanding questions users are asking about the brand.

Why we care. There’s more to the global social conversation than Facebook and Twitter; combining Quora data with the social data Sprinklr already gathers is an imaginative move.