Facebook's recently launched WhatsApp Business API enables marketers to engage with customers on the messaging app by sending nonpromotional content, such as delivery information or purchasing confirmations, and to respond to customer-initiated conversations. Use conversational Facebook ads to drive prospects to chat to your brand on the app, around25's Ioana Budai advises.
Jolina Landicho provides a methodology for measuring the return on investment of business-to-business marketing initiatives. She explains how to identify the value generated by content while taking into account distribution and production costs.
IBM is in the midst of a massive digital transformation through the use of integrated technology, digital and data. In this video, VP Jordan Bitterman explains why providers of AI services need to create trusting relationships with users by meeting or exceeding value expectations.
Vivino's Brant Cebulla explains how the digital wine marketplace built its 32 million global customer base predominantly through email marketing in partnership with SendGrid. Vivino targets "consumers who are super-engaged with wine" and has a 40% email open rate, Cebulla says.
Google CEO Sundar Pichai told staff developing a search engine for China fits with the company's mission but said Google is nowhere near launching such a product. That's according to a transcript obtained by Reuters in which Pichai said the China situation remains "very unclear."
Google is adding expandable snippets to its search query results that can be quickly enlarged to offer additional information. "These new panels are automatically generated based on our understanding of these topics from content on the web," Google said.
Ask for a raise of about 10% above your current pay rate, but first make sure that amount is justifiable based on the market rate and your performance at the company, Kathryn Vasel writes. "Be aware of your unique skill set," executive coach Joel Garfinkle advises.