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Mobile Marketing

Sinch To Acquire Pathwire Owner Of Mailgun Mailjet And Email On Acid For $1.9B

9/30/2021

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Sinch To Acquire Pathwire, Owner Of Mailgun, Mailjet And Email On Acid, For $1.9B

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Email vendor consolidation continues apace with the announcement that Sinch AB, cloud communications provider for mobile engagement, is acquiring Pathwire -- an email delivery platform that includes the Mailgun, Mailjet, and Email on Acid brands -- for roughly $1.925 billion. 

This price includes $925 million in cash and 51 million new shares in Sinch.

With this acquisition, Sinch’s annualized revenue run rate will be $2.3 billion, and the employee headcount will grow to 4,000.

The purchase -- coming three months after Pathwire’s own acquisition of Email on Acid -- establishes Stockholm-based Sinch as one of the few global CPaaS providers that can deliver quality at scale across messaging, voice and transactional and marketing email, claims Oscar Werner, Sinch CEO.

The move also occurs just two weeks after the announcement that Intuit is acquiring Mailchimp for $12 billion. 

Pathwire’s customers include such brands such as Lyft, Microsoft, Iterable, DHL and Kajabi.

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Mailgun is a product for developers seeking to incorporate automated email messages into workflows through APIs. 

Mailjet offers a drag-and-drop email builder and suite of APIs that allows users to engage with customers through the entire lifecycle of an email.

Email On Acid’s software-as-a-service allows users to view how emails will render in Gmail, Yahoo and other email platforms, and via mobile desktop and the web, and it also provides analytics. 

The transaction is subject to the usual closing conditions, including merger-control filing to the U.S. Federal Trade Commission and Department of Justice. 

 

 





Mobile Marketing

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September 30, 2021 at 10:00AM
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The Monkey In Your Pocket

9/30/2021

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The Monkey In Your Pocket

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It's been a while since I've written about media addiction, but a new study came into my inbox that illustrates why Apple is the Purdue Pharma of mobile marketing. No, it isn't peddling opioids, but the research suggests that as far as consumer dependence on their iPhones has gotten, they might as well be selling OxyContin.

The study from Solitaired, distributor of digital versions of classic games like Solitaire, Yahtzee, and Mahjong, asked a panel of 667 American iPhone users to estimate how much time they spend on, and how often they pick up, their phones each day, and then compared it with actual documented data from their iPhone's iOS Screen Time application. It found that, on average, iPhone users underestimate the time they spend daily on the device by about 35%.

And they underestimate the number of times they pick up their iPhone each day by about 60%.

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The study shows that Apple consumers' "relationship with [their iPhones] is complex and often compulsive."

The study questions the underlying "health" of those relationships, and goes on to note that the No. 1 culprit in media addiction may not necessarily be the device, but some of the most popular apps people install and interact with, obsessively (see data below).

"Not surprisingly, social media rules the day -- or at least a couple hours of it," the report notes, adding, "The average person spends one hour and 23 minutes on social media every single day. According to our respondents, the apps we use the longest right now are TikTok and Twitter, both tied for an average of 1.6 hours per day."

Utilities like browsers or messaging services aside, most of the biggest time suckers are social media apps like TikTok, Twitter, Facebook, and Instagram, which depend on advertising revenues.

And while Madison Avenue isn't marketing those addictions explicitly, it certainly is providing the economic basis for them to exist.





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September 30, 2021 at 05:02AM
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Google Brings MUM To Search Lens Query Results In New Features

9/29/2021

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Google Brings MUM To Search, Lens, Query Results In New Features

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Google announced new applications for its Multitask Unified Model (MUM) technology, including multimodal search with Google Lens, Related topics in videos, and new search result features today during its virtual Search On event.

These features will provide users with new ways to search and give marketers opportunities to expand on the ways they reach consumers.

Some of the features will support holiday campaigns and shopping, while others will improve on the way consumers use search to find information and local goods. 

Pandu Nayak, vice president of search at Google, talked about ways the company is integrating MUM technology with Google Lens. The app enables users to take a photo and add a query to find answers.

Some answers may relate to solving problems like fixing a broken camping stove or a mountain bike. MUM will allow a consumer to point the mobile phone camera at an object, such as an unknown bicycle part, take a picture and upload it through Lens. Google returns images. The consumer types in “how to fix it,” and the query pulls answers from blogs, forums and websites, making optimization much more important.

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Consumers, early next year, will have an option to take a picture of a pattern on a shirt, and ask Google to find the same pattern on another article of clothing like socks. The query returns stores in which the consumers can find the item locally.

The technology also will identify and serve up related topics not explicitly mentioned in a video. The MUM-based experience will launch in the coming weeks.

Topic features supported by MUM that will serve up in search engine results pages also will be released in the coming months. They include Things to know, as well as features to Refine and broaden searches.

The Things to know feature lists aspects of the topic for which the user searched. Things to know can enable users to see the different dimensions other people typically search for, which may help them get to the information they are looking for faster. And a visually browsable results page gears toward searches where the user needs inspiration or wants to explore information visually.

Just in time for the holidays in the U.S., Google today launched a shoppable experience that aims to make it easier to browse for apparel on mobile from search results. It’s powered by Google’s Shopping Graph, a real-time dataset of products, inventory and merchants with more than 24 billion listings.

There’s an in-stock filter to see if nearby stores have specific items on their shelves. It launches today in English in the U.S., the UK, Australia, Austria, Brazil, Canada, Denmark, France, Germany, Japan, Netherlands, New Zealand, Norway, Sweden, and Switzerland.





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September 29, 2021 at 02:45PM
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Nearly 62% Of Consumers Still Blame Poor Onsite Search For 'Bounce' Abandonment

9/29/2021

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Nearly 62% Of Consumers Still Blame Poor Onsite Search For 'Bounce,' Abandonment

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Product discovery is the biggest ecommerce problem brands might not know they have.

Difficulty in finding the products on a retailer’s site is one of the top reasons for abandoning the search or "bouncing" to another website, according to survey results released today.

Nearly 73% of consumers participating in a survey by Quibit, which focuses on artificial intelligence and personalization, cited the difficulty of finding a product as the top reason for abandoning a site without making a purchase. The findings released Wednesday were fielded in July 2021.

Of the 1,500 U.S. and UK consumers who participated, 61% cited poor navigation as another top reason for bouncing or abandoning a site. Some 6.3% of consumers reported looking for products page by page to find what they need, rather than using the retailer’s site-search feature.

Nearly nine in 10 shoppers feel overwhelmed by product choices presented to them on a retailer’s site, according to previously released data. It’s well known that brands only have a couple of pages to grab and maintain a shopper’s attention.

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Customer loyalty is now more difficult than ever to come by. There’s a lot of competition.

Nearly 30% of consumers plan to buy more online this holiday season compared to 2020, with 54.5% of shoppers expecting to shop as much online during the 2021 holiday shopping season.

Consumers are overwhelmed with products on websites from Nordstrom to Home Depot, many of which now drop ship directly from the manufacturer.

The average product catalog contains 13,000 products, according to Quibit’s research. Digital merchandisers and ecommerce teams are under constant pressure to optimize product performance -- constantly updating product catalogs, adjusting page layouts, and sifting through spreadsheet after spreadsheet of product performance data.

In fact, 88% of shoppers say they are faced with an overwhelming number of product choices.

It’s not about improving visibility for large amounts of products. It’s more about using AI to personalize the selection. Search is about enabling consumers to find a few select products, among the thousands of products, that are most relevant to them.

Some 42% of U.S. consumers expect products recommendations to be tailored to their individual preferences, yet 37.1% said product recommendations are rarely tailored to them.

There is no room for missteps when it comes to customer service.

Shipping and return policies, at 54.5%, and lack of reviews, at 52%, were also high on the list of reasons why shoppers leave the brand’s site or abandon a purchase.

The data also shows that mobile shopping appears to be more popular with U.S. respondents than in the UK, with 40.7% of U.S. consumers reporting their preference to shop by smartphone versus 30.4% in the UK.





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September 29, 2021 at 10:44AM
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TikTok Specialty Agency Launches Scholarship Program For Content Creators

9/29/2021

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TikTok Specialty Agency Launches Scholarship Program For Content Creators

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LINK Agency, a creative shop specializing in TikTok advertising, has launched a "scholarship program" to train creators in optimizing the platform.

The six-month program will school three “budding ‘TikTokers’” on the state-of-the-art expertise developed by LINK.

LINK founders Francisco Lopes and Francisco Schmidberger, along with an industry leader committee, will select three winners based on the applicants’ needs, their passions, and their commitment to content creation.

According to Lopes, the ideal candidate will “have ambition to get to the next level” and will be “putting all their focus on social media.” 

“We’re a creator-first company and believers in the long-term potential of the creator economy,” said Lopes. “As someone that works with creators daily, we want to empower them and continue to increase their access and ability to be successful entrepreneurs of their own content.” 

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Scholarship winners will take part in weekly one-on-one meetings with Lopes and Schmidberger to help develop their career opportunities, negotiate brand deals, and retain ongoing advice and resources. 

Having worked closely with content creators in the past -- part of an app they had developed that linked creators with one another -- Lopes and Schmidberger observed some major issues.

Newfound influencers were highly vulnerable in Los Angeles -- having left home, or having dropped out of college to pursue their dreams of social media stardom.

A lack of emotional support, business education, or experience made newfound influencers easy targets for companies looking to take advantage of young talent. 

“Many of them got screwed by different situations,” says Lopes. “By managers -- by going into business with the wrong people -- by not having the right access or guidance.” 

Influencer burnout is also a factor that prevents creators from having a fruitful long-term career. 

“There are creators that come here and especially on TikTok, they get very famous very quickly,” adds Lopes. “Then they have a lot of pressure to keep posting content, and at some point their engagement will start decreasing -- it happens to everybody on TikTok sooner or later.” 

Lopes and Schmidberger have both seen creators turn down brand deals due to mental breakdowns.

Still, they want to make it clear that while they are not licensed therapists, and are only providing career support, they hope the scholarship program raises awareness for the creator economy industry as a whole. 

Along with avoiding burnout, the main topics that Lopes and Schmidberger will cover are maintaining consistency in creating content, connection with other creators, how to successfully transfer to a different platform, and seizing potential opportunities outside of the direct social media space.

Lopes and Schmidberger believe TikTok is worth their focus because of its unique capability to entertain people. “It’s all about making entertaining content,” says Schmidberger, “and we believe we’re blurring the lines between entertainment and advertising.”

Lopes adds that “there’s still a lot of potential to develop in terms of marketing, paid ads, performance-driven initiatives. They’re also launching the Shopify integration.”

“Touching base on our initial vision of empowering creators,” says Lopes, “we thought that now that we have a marketing agency, and we're working with bigger brands, maybe now we can share some of our insight with creators, completely pro bono.”

Lopes and Schmidberger anticipate that this initiative will be the first of many, and already have views to expand and develop the program in the coming years. 





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September 29, 2021 at 08:28AM
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Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

9/29/2021

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Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay

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Professional B2B marketer woman at microphone image.

Professional B2B marketer woman at microphone image. Why are more B2B marketers than ever before embracing podcasts? As we celebrate #InternetionalPodcastDay — which takes place on Thursday, September 30 — let's look at the many benefits podcasting holds for B2B marketers, and explore a selection of top marketing podcasts from TopRank Marketing, plus other podcasts from a range of other great marketing leaders across the industry. When it comes to learning, marketing podcasts are a powerful way to find new takes and tactics for your B2B marketing. They’re also good for picking up new marketing ideas and getting fresh perspectives you might not otherwise find. Let's explore how optimism for podcasting marketing and advertising has seen significant growth, take a look at several B2B-marketing-specific podcasts, dig in to examples of other podcasts that can help all marketers learn and grow their craft, and also learn how to go about crafting and promoting a successful B2B marketing podcast.

Growing Optimism For Podcast Marketing & Advertising

When it comes to B2B marketing, utilizing podcasts to promote brand content also offers a wide array of benefits — advantages that have grown during the pandemic . Spotify’s podcast listener numbers are expected to increase to 37.5 million by 2023, and to overtake Apple by the end of 2021, in a booming market that is expected to see ad spending of more than $1.5 billion by 2022, according to forecast data. Mobile spending for podcast advertising has also driven increasing optimism among marketers, with 57 percent of mobile advertisers noting that they plan to increase podcast ad spending in the next 6 months, according to survey data. MarketingCharts Podcast Image

Our Leading B2B Marketing Podcasts

When is comes to podcasts specific to the B2B marketing industry, we've got you covered with two distinct flavors of powerful podcast episodes. First up is our TopRank Marketing Inside B2B Influence series of podcasts, which are also available in video form, each featuring a powerhouse B2B marketing industry leader interviewed by our own chief executive and co-founder Lee Odden. Inside B2B Influence has 17 episodes and counting from two seasons, with the latest two offerings featuring Brian Solis of Salesforce and Sarita Rao of AT&T. You'll find them all at our Inside B2B Influence podcast show page. On tap next is our series of Break Free B2B Marketing podcasts, offering three chock-full seasons of subject matter experts, influencers, and future-thinkers each sharing the unique ways they’ve broken free, along with insight on how you can do the same for yourself, your brand, and your business. You'll find over 40 episodes at our Break Free B2B Marketing podcast show page.

Even More Marketing Industry Podcasts to Learn From

The following articles we've published explore a bountiful harvest of additional podcasts that marketers can learn from, including examples from the SAP Tech Unknown podcast* and 3M’s Science Champions podcast*, along with more than 35 other podcasts:
  • 5 Marketing Podcasts To Strengthen Your B2B Efforts
  • 10 More Marketing Podcasts To Boost Your Business
  • 20 Podcasts To Elevate Your B2B Marketing

Crafting Podcasts For B2B Marketers

B2B marketers are increasingly utilizing podcasts to promote brand content, and have more often than not successfully reaped the numerous benefits that top-quality podcasting offers. We've explored how B2B marketers can benefit from podcasting, both in the form of co-created content marketing and as more traditional digital brand assets, such as the following eight articles detailing how B2B marketers can go about crafting and promoting business podcasts:
  • Creating B2B Podcasts That Rise Above The Noise
  • How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing
  • 10 Tips To Turn Your B2B Podcast Promotions Up To 11
  • What B2B Podcasters Need to Know About SEO
  • B2B Podcasting: 20 Stats that Make the Marketing Case
  • 10 Crucial Steps for Launching Your B2B Podcast Into the Wild
  • 5 Unexpected Content Marketing Benefits of B2B Podcasting
  • How to Promote Your B2B Podcast
[bctt tweet="“Remember, podcasting is not a zero sum game; people who listen to one podcast are more likely, not less, to listen to more.” — Joshua Nite @NiteWrites" username="toprank"]

Amaze With Powerful B2B Marketing Podcast Content

via GIPHY Whether you're just beginning your journey into B2B marketing podcasting or are an old pro who's explored the universe of podcasting and beyond, as we celebrate this year's #InternationalPodcastingDay we hope you've found new insight and inspiration in the examples we've shared. Crafting award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Talk with us about how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others. *SAP and 3M are TopRank Marketing clients

The post Listen Up: Why B2B Marketers Are Embracing #InternationalPodcastDay appeared first on B2B Marketing Blog - TopRank®.





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September 29, 2021 at 05:39AM
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Startup Uses Distributed Public Ledger To Reduce Fraud In Transactions

9/28/2021

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Startup Uses Distributed Public Ledger To Reduce Fraud In Transactions

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Fintech company SKUx wants to change the way brands deliver discounts to consumers, and in turn, increase returns from performance marketing.

SKUx's technology, announced Tuesday with the launch of the company, centers on a partnership with Hedera Hashgraph, a distributed public ledger that will provide a secure network for logging and verifying all transactions and data running on its platform.

Tracking the supply chain of an offer or discount increases trust, said Bobby Tinsley, co-founder-executive vice president of SKUx.

He started the company with several others in 2018 to stop fraud related to discounts and offers through advertising. “It’s radically different than a paper coupon,” he said. “The brand also can see all the data and analytics through the platform.”

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The platform is the technology layer that supports retailers, brands, and marketing services companies with a serialized and a trackable payment-based technology called SKUPay. It’s aimed at increasing trust and transparency for special offers and discounts electronically.

The SKUx platform requires no special point of sale integration, and enables daily settlements for retailers. The discounts can be distributed through email, SMS text, QR code, social media, mobile, on-pack, display and other types of media.

The SKUx Smart Incentives platform, running on the Hedera public distributed ledger network, tracks and records all transactional data as a secure hash on the Hedera public ledger.

The technology also includes heat maps that tell advertisers where the discounts are being used in real time.

“When you’re distributing coupons, you’re going on historical data, hoping you don’t under or over redeem discounts,” he said.

Tinsley said brands are testing the platform in the U.S., but the plan is to expand internationally. He declined to cite the names of the brands.

“We are not part of the marketing campaign, but rather the payment system,” Tinsley said.





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September 28, 2021 at 05:05PM
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Top 25 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2021

9/28/2021

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Top 25 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2021

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2021 Content Marketing World 25 Content Marketing Influencers Collage Image

2021 Content Marketing World 25 Content Marketing Influencers Collage Image The in-personal and virtual Content Marketing World 2021 is finally upon us. As the largest content marketing conference in the world, CMWorld brings together a leading array of talented professionals who are filled to the brim with curiosity for future trends, marketing insight, and aspirations for new levels of success in the post-pandemic world. For the past 13 years leading marketers from all over the world have joined to gather in Cleveland, Ohio for one of the world's most authoritative content marketing events, and this year's Content Marketing World returns for in-person networking and learning, after taking place entirely in the virtual realm in 2020. Readers of our blog know we have a long history with the conference starting at the beginning, with 11 years of speaking and attending along with eight years during which we partnered with the Content Marketing Institute to develop speaker and influencer content marketing campaigns. A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2021 speakers. List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing subject matter experts who are speaking at the current year's Content Marketing World conference — using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled in from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other social platforms. The focus topic in question is most undoubtedly "content marketing," and everyone included on this list is:
  • A speaker at #CMWorld 2021
  • Ranked in the top-25 for "content marketing" according to our relevance, resonance, reach and audience metrics
CMWorld 2019 Influencer network Many thanks go to all the people who are actively sharing knowledge about content marketing in 2021 by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a beginning point to help expand your own content marketing universe. In this year's list there are a few familiar faces and a welcome number of new additions. We plan to learn new lessons from each of these 25 content marketing influencers, and hope you’ll do the same throughout the rest of the year and into 2022 and beyond.

25 Content Marketing Influencers Speaking at CMWorld 2021

Ann-Handley Ann Handley @MarketingProfs Chief Content Officer, MarketingProfs Presenting: The Art of Storytelling: Telling True Stories Well Jay Baer Jay Baer @jaybaer Founder, Convince & Convert Presenting: How to Lower the Three Drawbridges of Content Success John Jantsch John Jantsch @ducttape Founder, Duct Tape Marketing Presenting: Rethinking the Customer Journey MichaelBrenner Michael Brenner @BrennerMichael Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group Presenting: 10 Steps To Optimize Your Content Marketing Program for ROI Presenting: How to Define and Build Your Content Marketing Strategy Andy-Crestodina Andy Crestodina @crestodina Co-Founder & CMO, Orbit Media Studios Presenting: From Keyphrases to Content: The SEO Workshop for Hands-on Marketers Bernie Borges Bernie Borges @bernieborges Vice President Global Content Marketing, iQor Presenting: How to Produce Epic Content by Conducting Epic Interviews Carla Johnson Carla Johnson @CarlaJohnson Marketing & Innovation Strategist, Keynote Speaker & Best Selling Author Presenting: Courageous Creativity: How Content Marketers Get to "YES!" with Bold Ideas Andrew Davis Andrew Davis @DrewDavisHere Keynote Speaker & Best-Selling Author, Monumental Shift Presenting: Embrace The Constraints: Why Adding Constraints Sparks Creativity, Inspires Action & Creates Better Content Ardath Albee Ardath Albee @ardath421 B2B Marketing Strategist & CEO, Marketing Interactions Presenting: Building B2B Buyer-Driven Digital Experiences Amy Balliett Amy Balliett @AmyBalliett Founder & CEO, Killer Visual Strategies Presenting: Building B2B Buyer-Driven Digital Experiences Melanie-Deziel Melanie Deziel @mdeziel Chief Content Officer, StoryFuel Presenting: Prove It: Using Content as Evidence of Your Most Important Claims Doug Kessler Doug Kessler @dougkessler Creative Director & Co-Founder, Velocity Partners Presenting: Ask A Dev: Why Your Content Team Needs Developers! Pam Didner Pam Didner @PamDidner Author, Founder & VP of Marketing, Effective Sales Enablement Presenting: Create A Scalable Global Content Marketing Strategy in 7 Steps Presenting: Let's Get Glocal...Balance Global and Local for Content Marketing Kathy Klotz-Guest Kathy Klotz-Guest @kathyklotzguest Founder, Keeping It Human Presenting: Yes And...And the Culture of Now: Why the Future of Marketing is Improv Erika Heald Erika Heald @SFerika Marketing Consultant, Erika Heald Consulting Presenting: How to Conduct a Social Media Audit That Helps Your Community Thrive Meryl Evans Meryl Evans @merylkevans Digital Marketing Professional, meryl.net, Equal Entry, ProResource and Diamond Presenting: Accessibility Is Everyone's Job — Marketing Included Michele Linn Michele Linn @michelelinn Co-founder and head of strategy, Mantis Research Presenting: From Flat to Fascinating: 8 Essential Elements to Help Your Original Research Stand Out A Lee Judge A. Lee Judge @ALeeJudge Co-Founder & CMO, Content Monsta Presenting: The Content Remix: Turning Familiar Into Original Presenting: The Future of Work: The Importance of Mentorship Programs Shafqat-Islam Shafqat Islam @shafqatislam CEO, Welcome Presenting: Embracing the Silver Linings: Applying What We've Learned to Build Better Connections (& Become Better Marketers) Zontee Hou Zontee Hou @ZonteeHou President & Chief Strategist, Media Volery Presenting: Content Optimization & Distribution Workshop Presenting: Data & Storytelling: Using Social Insights to Shape Your Content Michael Barber Michael Barber @michaeljbarber Brand Consultant and Marketing Strategist, Presenting: Email Marketing for 2021 and Beyond Presenting: Open Rate Is Dead: What Marketers Need to Know About iOS15 Jessica Best Jessica Best @bestofjess Vice President, Data-Driven Marketing, Barkley Presenting: Email Marketing Workshop: What Works and What Doesn't Work Joe Lazauskas Joe Lazauskas @JoeLazauskas Head of Marketing, Contently Presenting: What Buyers Want from Content Marketing -- And Where Marketers Are Falling Short Joe Pulizzi Joe Pulizzi @JoePulizzi Founder, The Tilt Presenting: 10 Content Strategies in 20 Minutes: What Corporate Content Creators Can Learn From Content Entrepreneurs Tequia Burt Tequia Burt @TequiaBurt Global Blog Editor, LinkedIn Marketing Solutions Presenting: How LinkedIn is Using its Blogs as a Vehicle for Building Diversity Against a Backdrop of Growth Even the most detailed statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you'll consider the most helpful and influential in your own daily professional marketing lives, which is why we'd love it if you'd please share the name of other content marketers that influence you the most in the comments section below. To further your own content marketing expertise, here's a bonus list of some of our best recent posts about content marketing:
  • 10 Ways to Drive Revenue through Content Marketing by Joe Pulizzi
  • How B2B Marketers Can Build a Community of Influence with Content
  • Equilibrium: 10 Tips to Balance Creativity and Process in B2B Content Marketing
  • Write from the Heart for More Memorable B2B Content Marketing
  • B2B Content Marketing: 10 Tips to Level Up Your Writing Skills
  • Trust and the Search for Answers: How Influence Optimizes SEO Performance
If you'd like to learn more about how being the best answer can help B2B marketers dominate in search, you're in luck, as our CEO and co-founder Lee Odden will be presenting at Content Marketing World on the topic. Here are the details: LeeOdden Thursday, September 30 – 2:45pm – 3:15pm Eastern Workshop with Lee Odden How B2B Content Marketers Can Dominate in Search: Be the Best Answer We hope to see you either in-person or virtually at the Content Marketing World 2021 conference, and be sure to follow us on Twitter at @toprank for real-time updates during the conference using the #CMWorld hashtag.

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September 28, 2021 at 09:51AM
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The Designers Behind RIMOWAs New Flagship Boutique Share Their Inspiration With PSFK

9/28/2021

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The Designers Behind RIMOWA’s New Flagship Boutique Share Their Inspiration With PSFK

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As more consumers plan their post-pandemic travel, luxury luggage manufacturer RIMOWA has opened a new flagship boutique in New York’s SoHo shopping district. Working with designers from MA-MA and Mass Studio, the European travel accessory company blended together cues from the brand’s iconic grooved aesthetic with the industrial nature of the store’s surrounding neighborhood to […]Get More Ideas With The PSFK Daily Newsletter



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September 28, 2021 at 09:35AM
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With Loyalty App Cinnabon Looks To Boost Digital Sales

9/27/2021

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With Loyalty App, Cinnabon Looks To Boost Digital Sales

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Cinnabon wants its fans to get even sweeter on those sticky buns, introducing its first-ever app and loyalty program. 

The chain says the app will offer a rewards program, which will enable contactless delivery or in-bakery pickup with skip-the-line privileges. And while it’s built its business on that signature aroma drifting into the mall food court, it’s now hoping to win more in the digital realm. 

Most of the company’s 1,200 locations are located in high-traffic areas, including shopping centers, airports, train stations, travel plazas, entertainment centers and military posts. But in upcoming ads, including its holiday campaign, “we’re encouraging customers to order through the website to get their favorite crave-able rolls delivered directly to them,” says Michael Alberici, director of brand marketing. 

It’s promoting the new app with ads running on social media, including YouTube, as well as geofenced display banners and paid search. The chain “is looking to foster its relationship with its most loyal customers, targeting our frequent guests, hoping to give them easy access to the brand,” he says in an email to QSR Land.

Downloading the app automatically earns fans four BonBites, as well as a small Cold Brew on their birthday. And for the first week, it’s waiving delivery fees.

Cinnabon is owned by Focus Brands, which also owns such brands as Auntie Anne’s, Carvel, Jamba and Moe’s Southwest Grill and Seattle’s Best Coffee.

Focus, based in Atlanta, also announced multiple changes within its corporate marketing ranks. Mike Freeman moves up to chief brand officer of McAlister’s Deli, from vice president of operations. And it’s promoted Karyn Sarago to senior vice president of marketing for the specialty category, from vice president of marketing for Cinnabon. Danielle Porto Parra moves to senior vice president of marketing for the Restaurant Category,

And Nicolle DuBose moves to vice president of marketing for Schlotzsky’s, from the same role at Carvel.

 





Mobile Marketing

via MediaPost.com: mobile https://ift.tt/2oB2PsH

September 27, 2021 at 07:47PM
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