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The Ultimate Guide to Viral Campaigns

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The Ultimate Guide to Viral Campaigns

“He once ran a marathon because it was on his way. Sharks have a week dedicated to him. Mosquitoes refuse to bite him purely out of respect.”

Have you heard of him before? Yes, he’s “The Most Interesting Man in the World”— a fictional character that drinks Dos Equis beer and stars in the company’s viral commercials.

The commercials — which make me laugh every time — are part advertisement, part comedy skit and have a similar theme so fans always know when they’re watching a Dos Equis advertisement.

The company targets its audience of sophisticated beer drinkers in an engaging, creative, and humorous way through TV, social media, and YouTube. The unique campaign created fans around the world that helped spread it across multiple platforms, so much so that people even dress up as the commercial’s main character for Halloween

Dos Equis may not have been 100% sure that their campaign would take off the way it did, but they had a good idea about its potential popularity. 

While there is no guaranteed way to ensure your content goes viral, there are certain steps you can take to give your marketing campaign the best chance at success. Read on to learn everything you need to know about viral marketing. 

 

 

What is a viral marketing campaign?

A viral marketing campaign is, well, a marketing campaign that goes viral. 

Unfortunately, there is no A+B+C formula that makes viral marketing efforts pay off, and it is often unknown what the exact cause is until the virality steps in. Many marketers hope for a campaign to go viral — meaning it’s recognized, widely accepted, and influential.

However, if you think about some of your favorite viral marketing campaigns, you’ll notice some common features. Marketers wanting to reach a bigger audience should keep these attributes in mind when creating their next campaign.

 

1. Appealing to a target audiences.

A successful viral marketing campaign considers the target audience. For any campaign to go viral, it needs to resonate with the audience and make them feel so strongly about your content that they decide to share it with their family, friends, and followers.

Determine who your target audience is in the earliest stages of your campaign creation. To achieve this, ask questions such as: Who do I want to connect with? What content would they feel passionate about? What are their hopes, dreams, and values? Why would they care about my campaign? What will can I do to make them want to share my content with their social network?

2. Leverage strong visuals.

Viral marketing campaigns require a visual strategy — this guides potential customers to understand your brand through the use of images.

A campaign should tell a story and that story is best told using visual elements that resonate with your audience. Your visual strategy needs to be compatible with your brand and target audience — it should be interesting, informative, and contain some element of intrigue, such as humor or hope.

3. Champion creativity.

Think about your favorite viral marketing campaign. What sets it apart from others?

Marketing campaigns don’t go viral unless they have a unique, interesting, and innovative idea behind them — your campaign needs to be something new and attention-grabbing.

4. Make emotional appeals. 

Have you seen the Dove Real Beauty Sketches campaign? It makes you feel frustrated, insecure, strong, and confident in just a few minutes.

Each commercial shows a person sitting behind a curtain describing their appearance while an artist — who cannot see them — draws their portrait. After the individual is done describing his or her features and the portrait is complete, the curtain is removed. The artist then draws a second portrait of the individual based off what they actually see.

After the second portrait is finished, the artist places the two drawings next to each other. As you can probably imagine, the portrait derived from the individual’s self-description is less attractive than what the artist draws in the second portrait.

In fact, in each video throughout the campaign, the portrait that the artist creates is a much brighter and more realistic depiction of the individual. This is a message about self-esteem and the beauty within all of us.

The campaign went viral because of its relatability and emotional appeal. You need to make your audience feel something — otherwise, why would they want to share your content?

5. Ensure content is easily shareable.

Thanks to the internet and social media, sharing and promoting your content with the rest of the world is pretty simple. You don’t need huge sums of money to produce successful photo or video content that can be consumed by the greater population. 

For something to actually go viral, it needs to be shared over and over again. This means you and your company need to share the content first in as many places — and in as many ways — as possible. Then, you need to make it easy for your audience to share it as well.

Enable sharing, embedding, and downloading capabilities on all of your content so your viewers can tag their parents on Facebook, message their best friends on Instagram, or download your video so they can easily turn your content into a memorable GIF. Create calls-to-action or elements that encourage people to send it to their friends. 

Think about asking a celebrity to promote your content if an influencer would fit with your overall message and add value to your campaign. For example, viewers may find your insurance commercial more entertaining and share-worthy if Peyton Manning or Brad Paisley are singing.

6. Share your content at the right time.

You should also consider the date and time that you share your content. Marketers use major holidays — such as Christmas — as well as major events, like the presidential race and the Super Bowl, to their advantage.

More people are scrolling through their social media feeds, watching TV, and keeping up with current events during these times which causes marketers to spend more money on their campaigns. 

Similarly, anyone who uses a platform like Instagram knows what I’m talking about when I say the date and time of your posts matter.

For example, if you post on a Saturday at 8 p.m., most people are out at dinner, seeing a movie, or just hanging out with friends — meaning they are most likely not browsing their newsfeed … at least not as much as they do on Tuesdays

After all of this sharing and promoting, you need to wait and see whether or not people latch onto your content. If so, you could have created a viral campaign. If not, you may have to try again.

Read detta blog to learn about the reasons why some older campaigns stand the test of time.

The Advantages of Viral Marketing Campaigns

Creating a viral marketing campaign isn’t an easy or predictable achievement. But if your campaign does go viral, it can mean thousands or even millions of new people being introduced to your brand and buying your products — money in the bank!

For example, the Dollar Shave Club’s campaign video went viral, which made them a household name. They were then acquired by Unilever for $1 billion — not bad.

Here are a few more advantages of producing viral content:

1. They can build your brand.

When a marketing campaign goes viral, your audience automatically learns about your company, products, services, and brand. This includes people who may not have ever heard about your company otherwise. This is how some small companies make their “big break” and how large companies stay relevant.

2. They don’t require a large budget.

Some of the most successful viral content is created on a low budget. These days, individuals and companies of any size can film high-quality video and take professional-looking photos all on an iPhone.

Many content creators, or people who simply upload a random video, have found themselves become famous almost overnight. It’s not about the resources and budget — it’s all about what catches the attention of the internet. Marketers don’t always need a large-scale production with a celebrity to make their campaign funny, surprising, relatable, or informational. 

Fun fact:Jonathan Goldsmith, the man behind the “Most Interesting Man in the World” commercials, had only done a few gigs prior getting his big break when the campaign went viral. 

3. They get your brand in front of a new (and larger) audience.

Campaigns are considered “viral” when they have a large reach. Companies may experience an increase in sales, greater engagement on social media, and a boost in conversation about their brand and products.

This is exactly what happened for Smart Water when they brought Jennifer Aniston on board for their kampanj in 2012. The video has over 6 million views on YouTube, and their humorous campaigns have done so well with the public that Aniston was featured in them through 2017.

Viral Marketing Campaign Examples

Now that we have reviewed the features of successful viral campaigns and how to launch one yourself, let’s dive into some of the most popular viral campaigns ever created.

1. Popeyes Chicken Sandwich

In August of 2019, Popeyes released a chicken sandwich. Consumers immediately drew comparisons to Chick-fil-A’s chicken sandwich, which caused widespread uproar online. 

Popeyes harnessed the viral energy that consumers had created and launched its own viral marketing campaign to advertise its new sandwich. Most specifically, it participated in online discussions that pitted its sandwich against its competitor to spark more debate and attention. For example, Popeyes’ Twitter account humorously responded to a tweet Chick-fil-A made. 

popeye tweet

Image Source

The popularity of the charade led Popeye’s to sell out of the sandwich for over two months. What could’ve been a disaster instead allowed them to make a viral marketing move to re-launch the sandwich. It was relaunched on a Sunday in November, which is an explicit nudge to Chick-fil-A being closed on Sundays.

The video below is the advertisement it created to mark the relaunch.

 

2. Spotify Wrapped

Spotify Wrapped is a yearly program that began in 2016 where Spotify users get an overview of their listening activity for the year, like top artists, favorite songs, and the total number of minutes they spent listening to audio over 12 months. 

spotify wrapped

Image Source

Year after year, without fail, Spotify users share their personal Spotify Wrapped on different social media channels. Spotify doesn’t have to do much in terms of making the content go viral, but they ensure it does by incorporating new, unique elements every year for users to look forward to.

Year after year, Spotify Wrapped also increases Spotify’s mobile app ranking in app stores, and, in 2020, it increased app downloads by 21%, and over 90M+ engaged with Wrapped in 2020

Its popularity and virality are displayed in the Tweet below, where a user shared a popular internet meme to display how they’re patiently waiting for their 2021 wrapped to come out. As of April 2020, the Tweet has 50.5K likes.

spotify-4

Image Source

3. Old Town Road by Lil Nas X

Rapper Lil Nas X is an expert viral marketer, as proven by the success of his song Old Town Road

He knew that jump starting his career meant he needed to go viral. As a result, he created a song that was short, catchy, meme-able, and danceable (a significant pillar of virality due to the rise of TikTok). Before the full song was released, he created a short video of a cowboy dancing to a snippet of Old Town Road and posted the clip on Twitter. 

 

He also posted snippets of himself dancing to the song. 

 

Releasing the small snippets of his song created buzz and hype, as people took to how catchy it was. People who liked the song eagerly awaited the full version. Once it was released, it became one of the best-selling singles of all time, and country music star Billy Ray Cyrus was featured on a remix. 

The country-rap vibe of the song was also unique, which sparked additional debate online that fed into the virality of it all. People who enjoy traditional country music said the song was not country, but others insisted that he was introducing a new genre of country music to the mix. 

The song is certainly Lil Nas’ most significant viral marketing success, but he continues to use the practice. For example, he leveraged the hate he got online for classifying Old Town Road as a country song and created billboards that said “Do you hate Lil Nas X? You may be entitled to financial compensation,” with instructions to visit welcometomontero.com. As you can guess, the website did not provide financial compensation but instead promoted his freshman album. 

nasx_1

Image Source 

4. #eyeslipsface Challenge

Cosmetics company e.l.f., which stands for eyes lips face, created a viral marketing campaign on TikTok that featured a song specifically made for the brand. With the song, it encouraged app users to post videos of themselves doing their makeup with the song as a backing track along with the hashtag #eyeslipsface. 

According to moversshakers, #eyeslipsface was, at the time, the fastest-growing TikTok campaign to reach 1 billion views, and the first-ever ad to hold the #1 trending spot on TikTok.

Its viral marketing was successful because the brand took the time to create a unique, branded song and a corresponding related, leveraging how most things go viral on TikTok. Celebrities also joined in on the trend, many of them unpaid, which increased excitement for TikTok users who could take part in a trend their favorite celebrity took part in as well.

5. Old Spice: “The Man Your Man Could Smell Like”

Old Spice found that women are the ones to purchase men’s personal hygiene products, so they created an ad that spoke directly to this audience.

The “Old Spice Man” talks directly to the audience in a bold, confident, and humorous way. He tells women that anything is possible when your man uses Old Spice — all while he sails the ocean shirtless, turns sports tickets into diamonds, and rides a white horse on the beach.

This campaign went viral because … well … humor works. It was so successful that it even increased sales for the brand. The commercial has received over 55 million views on YouTube, won an Emmy for Outstanding Commercial at the Creative Arts Primetime Emmy Awards, and won the Film Grand Prix at the Cannes Lions International Advertising Festival.

6. ALS: “Ice Bucket Challenge”

De ALS Ice Bucket Challenge began four years ago and was created to raise awareness for the debilitating disease. For the challenge, you had to pour ice cold water over your entire body and then nominate a friend to do the same. This became a movement that raised $115 million in the summer of 2014 alone. Because … who doesn’t want to watch a family member or friend pour freezing cold water on their head?

Celebrities from around the world started participating, challenging their famous friends, donating, and raising awareness. There was an Ice Bucket Challenge hashtag that gained popularity allowing for the videos to spread easily over multiple social media channels.

Most importantly — the challenge is fun and makes participants feel like a part of a bigger movement, which is why it remains relevant years later.

7. Always “#LikeAGirl”

Always’ #LikeAGirl video became a major hit because it directly addressed how phrases that are so commonly used can be detrimental to someone’s self image and confidence. In the video, various men, women, and young boys are asked to “run like a girl” or “fight like a girl”. Then young girls are asked to do the same, with a very different approach: They show strength and confidence in their movements. 

It made viewers recognize how quickly we use female-oriented phrases as insults, and that doing something #LikeAGirl should be seen as inspiring and brave. 

The original TV commercial that came out in 2014 has over 65-million views on Youtube, and the hashtag — #LikeAGirl — remains popular today.

For more great examples of viral video marketing campaigns, check out detta blog.

Over To You

There is no roadmap for making your content “go viral.” You can review what has been successful in the past and try to emulate this, but ultimately, it’s about creating great content that connects with your audience and makes them want to share it. Do this, and you just might find that your brand is the one everyone is talking about. 

state of marketing

Originally published Apr 18, 2022 7:00:00 AM, updated April 18 2022




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MARKNADSFÖRING

Three Irish Small Business Ideas that Could Be US Hits

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Den ultimata guiden för att ta full kontroll över din Google-företagsprofil och NMX

Författarens åsikter är helt hans eller hennes egna (exklusive den osannolika händelsen av hypnos) och återspeglar kanske inte alltid Moz åsikter.

“Knitting the Islands”, by Miriam Ellis

A happy and lucky St. Patrick’s day to all my readers! I’ve seen it again and again that small and local businesses became successful due to a great inspiration and some little happenstance bit of luck that got them noticed. Today, I’d like to celebrate with you by offering a shamrock of three ideas I’ve seen taking off in my mother country of Ireland. You may not replicate the exact business model, but do take away the underlying concepts which I strongly believe could succeed in the US. I’ll also point out how you can help luck along with a little creative marketing. Share this article with your team for brainstorming new campaigns, or with anyone in your life who wishes they could start a small business

Finding the “grá”

Ever wondered how to say “I love you” in Irish? One way is “tá grá agam duit” (taw graw ah-gum duts/ditch). It’s not uncommon to hear Irish folk saying they have a “grá” for something when speaking English, and to me, the word not only conveys love but a kind of longing. When people have a “grá” for some really good bread, or a trip to the seaside, or a warm coat they saw in a shop window, it’s what we might call “consumer demand” in American marketing lingo. Pay attention right now, and you may be starting to notice people in the US and elsewhere expressing a special kind of “grá for a different life. Recently, such a thread stood out to me on Twitter, started by author and founder Dave Gerhardt.

skärmdump av tweet där författare uttrycker trötthet på teknik och säger att han skulle vilja bygga något lokalt i sitt samhälle.

Software, of course, isn’t going anywhere any time soon, and the more we see of the current state of AI chat, the less many analysts are convinced that it’s going to be a major disruptor at present, but what I observe in this tweet and the replies to it is that people are starting to get tired of the one-dimensional confines of too much screen time. Wanting a satisfying local life and community “IRL” is a great grá statement. Americans are deeply attached to our tech, but more and more, I’m running across peers talking about having an “analog life”, wishing their kids would become “luddites”, or wondering how an off-grid life would feel for their families. More simply put, many people would like to experience more satisfaction in what is right around them.

This dynamic is, in fact, tailor-made for small business entrepreneurs, so let’s look at these three aspirational concepts to see if you or your clients have got a “grá” tugging at you for any of them.

1. Be about life

Skärmdump av en webbplats som säljer utrullning av frömattor för vilda blommor för att ersätta gräsmattor.

Within living memory, it was the mark of respectability to have your little weedless patch of green lawn. You constantly cut the grass to keep it under tight control. You yanked out every dandelion – or worse – poisoned your own nest with herbicides. Think things never change for the better? I hear you, but check out TheIrishGardener because now, instead of rolling out bundles of monocrop sod, the Irish are carpeting the outdoors with native wildflower matts. One dimension isn’t enough anymore – folk want flowers and bees and moths and butterflies and bugs and more of everything alive. Yard by yard, they are reinvigorating essential ecosystems. Clever wildflower seed sellers are now marketing their products like seed matts and seed bombs not just to homeowners but as wedding favors, holiday gifts, classroom projects, and more.

There’s been such a base trend in US marketing in which we try to sell things to our neighbors by scaring them. Our ads are full of guns, screaming, threats, panic, anxiety, and danger and it’s very weird contrasting this with the ads I listen to on Irish media which seem to be largely focused on green energy, eating nice things, and enjoying the arts.

Could your great small business reject fear-and-shock-based marketing and instead hinge on beauty and satisfaction in life? We do have that old adage of drawing more flies with honey than vinegar, and if you can align your business with the very strong yearning for life to be abundant, varied, diverse, interesting, healthy, and fun, I think you’re moving away from the old lifeless lawns to the new thriving garden.

2. Be about locality

Skärmdump av en webbplats som visar skörden av irländsk tång.

There’s only one place you can get real Irish seaweed – from the coasts of the country, of course! WildIrishSeaWeeds.com is one of those rare businesses that has seen the potential in a gift of nature that many might pass by without noticing. Seaweed is practically a miracle – you can eat it, bathe in it, and use it as a very carbon-friendly fertilizer that elders have always sworn by. What was once mainly a snack remembered fondly by children is now becoming a serious green industry in Ireland, and not far from where I live, I see a Californian company testing whether they can latch onto a similar demand in the US.

What is overlooked where you live? Is it something that can only be gotten in your local area? Something people used to love but are forgetting about now? Maybe it’s a local food source that’s starting to disappear because no one is using it anymore, or maybe its a skilled craft like basketmaking in a local style, baking or brewing a regional speciality, knitting or sewing a heritage garment, compounding an old-time remedy. Maybe it’s reviving a tradition that used to anchor your community. Could your great small business idea simply be about reconnecting neighbors with what’s special about where you live…a place that may have started to have vanished in our collective consciousness because the screens are blocking the view?

3. Be about people’s simplest pleasures

Krögare som odlar potatis på balkongen ovanför sin anläggning.

Our SEO lives may be consumed with ChatGPT right now, or GA4, or what will happen next on or to Twitter, but Padraic Óg Gallagher is up on the balcony of his restaurant, growing real Irish potatoes for his Boxty House in Dublin. If you’ve never had the luck to eat boxty, it’s a delicious potato cake, beloved enough in Ireland to be the inspiration behind a restaurant that’s seen such success, it was able to open a second location. Boxty is not fancy. It’s something your mother would make you from leftovers, something treasured from childhood, the memory of which warms your very soul.

If we look again at Dave Gerhardt’s Twitter thread, he’s not longing for a yacht, nor a manion, nor a pot of gold. He just wants the simple pleasure you get from “building in your community.” Most of us can be plenty happy with just enough, and rather than creating a business idea around elite luxury, consider what you might offer that actually delivers human contentment to the most people. A basic kitchen good that isn’t made well any more? A handcrafted walking stick? A cozy bookshop, a guided tour for visitors, your grandmother’s pecan pie, a wooden toy, a cloth doll, a sturdy garden implement, a bayberry candle, a regional herbal tea?

The simpler and better quality your idea, the more of a welcome change it could be for customers increasingly expressing fatigue from low-quality, mass-produced, and very limited options. America’s Vermont Country Store has been outstandingly successful in helping people relocate fundamental merchandise they can’t find anymore. Study their approach.

Creative marketing of your small business idea

Kreativitet i ett gammalt upplyst manuskript

What can you do to catch the eye of your audience? You’ve probably guessed that I’m going to say that, no matter how small your local business, you’ve got to have a website and local business listings. 30 years ago, I would have said this about the telephone book, and however much we may long for more off-screen time, we’ve got to concede that the web makes it so easy to be found! So yes, publicera the best website you can budget for, build out your Google Business Profile och other listings, and invest all you can in learning about digital reputation management. It will help you achieve your goals.

That being said, the room there is beyond the web for creative marketing could fill all the pages of the Book of Kells. If you’re starting out quite small, try these low-tech approaches to getting the word out about your new business idea in your community:

  • Ask an established business owner to host you as a pop-up shop inside their store, perhaps for tourist season or the holidays.

  • If you produce enough volume, meet with local shop owners to discover whether your product could win a permanent place on their shelves.

  • Approach local reporters with the most succinct, newsworthy angle of your business to seek press.

  • Real-world community message boards still exist in some towns. Use them.

  • Put a sign outside your house or in the window of your apartment. No room? Ask local officials for permission to put a sign in a vacant lot or on a street corner where you’ve seen other signage posted. Be ready to sell them on how your idea benefits the community.

  • Research local regulations regarding hanging fliers around town.

  • Research whether there is an opportunity for you to be included in existing print catalogs. 90 million Americans purchase something from a catalog annually, and even as the Internet has become so established in our lives, catalog shopping has continued to trend upwards.

  • Found or join a local business organization for brainstorming, networking and cross-selling.

  • Coordinate with other micro-business entrepreneurs to host a shared party in a local park, acquainting your community with your presence and offerings.

  • Sponsor local teams, events, and people and be cited for it both on and offline.

  • If your community still has a local radio station, try to get on it, either with an ad or as a guest, to reach 82.5% of US adults.

  • If you live in an area favored by tourists, contact the local visitors’ center to see how to get listed in their publications.

  • Advertise in the mailers and bulletins of local houses of worship and schools.

  • If what you produce relates to any type of food, music, art, cultural, or local festival, participate in it.

Irländsk stämpel med en infödd gärdsmygfågel.

I’m closing today with this famous Irish proverb, because it seems right for this moment in America, where the myth of endless growth and the dangers of an unchecked appetite for luxury have done no favors to the economy eller environment our whole people must live in. The Irish phrase, "Cé gur beag díol, caithfidh sé a sholáthar,” har traditionellt använts för att påminna oss om att även den lilla gärdsmyg måste arbeta hårt för att försörja sig själv – ett scenario som varje småföretagare och lokala företagsmarknadsförare lätt kan relatera till.

Men jag börjar se en dubbel betydelse i den här frasen, och nya affärstrender i Irland hjälper mig att se det: ett mer hållbart sätt att grunda ett företag kan vara att inte fråga hur mycket du vill ha, utan hur lite du faktiskt behöver för att bli nöjd. SEOs överallt vet redan att det är en bästa praxis att få kunder att definiera hur framgång ser ut innan ett projekt börjar så att alla parter kan se när ett mål har uppnåtts. För de flesta småföretagare som inte vill bli storföretagare kommer prestationer helt enkelt att betyda något i stil med att kunna betala sig själva och sin personal tillräckligt för att ha ett blygsamt, bra liv. För mig är detta erkännande viktigt just nu, eftersom de flesta kunder är på jakt efter samma sak – att ha precis tillräckligt.

Oavsett om det är över sparsamhet på Irland eller sparsamhet i Amerika, återförråd i Drogheda eller återlagring i Simi Valley, äta lokalt och ekologiskt kl Moyleabbey Farm i Kildare eller kl Waxwing Farm i Washington, eller bevara traditionellt hantverk som håller länge den sidan av vattnet eller på detta, tandemtrender indikerar ett sökande efter ett enklare och bättre liv. 57% av amerikaner säga att de handlar litet för att hålla pengarna lokalt, och det går inte att överdriva hur mycket både närliggande ekonomi och det globala klimatet drar nytta av detta tillvägagångssätt. Om du har bestämt dig för att 2023 är året att luta sig in på de nya/gamla sätten genom att starta eller marknadsföra småföretag, skulle jag säga att turen kan vara på din sida!



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En omfattande guide till LinkedIn-sponsrade uppdateringar

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En omfattande guide till LinkedIn-sponsrade uppdateringar

Även om det ofta är underskattat eller reducerat till en "nätverksplattform", har LinkedIn potentialen att hjälpa dig att driva trafik till din webbplats, öka varumärkesmedvetenheten och öka dina intäkter. Hur? Genom LinkedIn sponsrade uppdateringar eller annonser.

(mer …)

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Salesforce, Google-partner för lokal handel

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Salesforce, Google-partner för lokal handel

Salesforce har annonserat en integration mellan Salesforce Commerce Cloud och Google Merchant Center för att hjälpa handlare att lyfta fram tillgängligheten av produkter i butik. Flytten bygger på Salesforce-data som tyder på både den utbredda användningen av onlinesökning före fysiska butiksbesök och en ökad sannolikhet för shoppingresor när konsumenterna kan se att en butik har en vara i lager.

Med denna nya integration kommer handlare som använder Commerce Cloud att kunna vända sig lokala lagerdata i lokala produktannonser på Google Sök och Google Maps och på fliken Shopping.

Varför vi bryr oss. Skillnaden mellan digital och verklig handel fortsätter att kollapsa. De online shoppingbeteenden som exploderade under pandemin kommer att vara med oss under överskådlig framtid, men det betyder inte att butiksbesök är ett minne blott.

Snarare letar konsumenter efter sömlösa kopplingar mellan en onlineproduktupptäcktsupplevelse och personliga köp. Denna integration strävar efter att stödja detta mål på en detaljerad lokal nivå.

Salesforce-data som stöder flytten kan vara hittas här.

Inbädda handel i upptäckt. Integrationen flätar också samman online upptäckt och handelsupplevelsen. Precis som många handlare nu försöker tillhandahålla en friktionsfri övergång från att hitta en produkt online till att göra ett digitalt köp, ser detta möjligheten att koppla upptäckt med personlig shopping.

Detta drag parar sig med det senaste tillkännagivandet av Salesforces Einstein GPT for Commerce som kombinerar proprietära och generativa AI-modeller med realtidsdata som kunddemografisk data och shoppinghistorik, för att automatisera och skräddarsy rekommendationer för kunder i Commerce Cloud.

Gräv djupare: En sammanfattning av de senaste AI-drivna marknadsföringsteknologierna


Skaffa MarTech! Dagligen. Fri. I din inkorg.



Om författaren

Kim Davis

Kim Davis är redaktionschef för MarTech. Född i London, men en New Yorker i över två decennier, började Kim täcka företagsprogramvara för tio år sedan. Hans erfarenhet omfattar SaaS för företaget, digital-annons-datadriven stadsplanering och tillämpningar av SaaS, digital teknik och data i marknadsföringsområdet.

Han skrev först om marknadsföringsteknologi som redaktör för Haymarkets The Hub, en dedikerad marknadsföringsteknologiwebbplats, som sedan blev en kanal på det etablerade direktmarknadsföringsmärket DMN. Kim började på DMN proper 2016, som senior redaktör, och blev Executive Editor, sedan chefredaktör en position som han hade till januari 2020.

Innan han arbetade med teknisk journalistik var Kim Associate Editor på en hyperlokal nyhetssajt i New York Times, The Local: East Village, och har tidigare arbetat som redaktör för en akademisk publikation och som musikjournalist. Han har skrivit hundratals New York restaurangrecensioner för en personlig blogg och har varit en och annan gästbidragsgivare till Eater.

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