Light at the end of the tunnel? Tuesday’s daily brief

Last week I had the sad opportunity to attend a funeral (yes, personally) and surprisingly I leave with a lot of hope. With the exception of me, most participants, mostly elderly people, were fully vaccinated. Although everyone wore masks and was socially indifferent, I hugged a few people and started seeing the light at the end of the tunnel. We hope you enjoy this experience or soon.

Although I did not get many answers to last week’s question, I find it interesting that many people have reported that their marketing has not changed at all since the COVID pandemic. Some have now changed all three necessary aspects: messaging, media combinations, and new product offerings. The two most customizable elements were the postings and the media mix, perhaps because it’s the easiest to change. See the table below for more details.

Speaking of tilt, we asked you this week what you will see in person in the coming months. Things have been much more positive lately and we can not wait to meet in person because it makes sense.

The most common pandemic changes occurred in the combination of messages and media

This is more anecdotal than statistically significant, but of the 47 respondents in last week’s survey (people could choose more than one answer), some said they had not changed their marketing in the past year. The most common changes are related to marketing messages or the media mix, although many are also introducing new products or features that are attracting customers from pandemics.

The story begins to tell stories about the data

Numbers are not words, but a story. This is the starting point for the “data narrative”. Digital marketers need to create stories that tell their target audience everything they want to know about a product or service. All the experts we spoke to agreed on one common point: start with the story and then find the data. “Do you use digital resources or channels to tell an emotionally engaging story?”

“A good story is how to build a context with data (facts) so that people care”, founder and creator of Problem. “The data alone is incorrect.” The data should serve as the backbone of the story, just like the beams of a building. The data is not the story itself, “he stressed. Amy Balliett, founder, and CEO of Killer Visual Strategies, Material Company, takes it a step further, the story must be accompanied by a strong visual image that helps add meaning to the story. history, we’ll talk about that later.

Balliett was more skeptical about the future of text in data fiction. The tendency was to ‘use as little text as possible, he said. “In early 2009, I thought he was going to die. I thought the written word would finally win. But we’re moving on to visual communication.” “People will rate books according to the first few pages,” Balliett said. All brands are then the best cover for your metaphorical book that people can open.

Call your customer?

The phone is often overlooked when we think of digital marketing, but now it plays a key role.

In the face of the worst public health crisis in more than a century, American consumers have used the phone more than ever. In the first half of 2020, Google My Business increased the number of consumer calls by 61%. In the twelve months ending in June 2020, the number of calls increased by 35% and is 27% above the pre-pandemic level.

For the vast majority of consumers, it is safer to go to someone while shopping who can answer their questions by telephone. Phone calls give businesses the ability to respond quickly to potential customers, communicate with the right people, and the kind of insights that play an important role in high-quality purchases.

Pre-registration for SMX Create

Search Engineers, it’s time for you to showcase the content and copy training program that our colleagues at Search Engine Land are offering via SMX Create on April 13th. There are three sessions: SEO, PPC, and Solutions and afternoon speaker. is Matthew Capala, founder and CEO of Alphametic; the subject, the psychology of choice.

The program will be followed by two workshops on 14 and 15 April. SMX Create Early Bird rates expire at the end of this week. On Sunday, March 28, the ticket costs US $ 99 to US $ 149; a $ 149 spreadsheet becomes $ 199; and a $ 209 AA + workshop package now costs $ 289.

NLX implements voice compass with AI technology

We recently explored AI solutions for creative ad presentation and text optimization. On the B2B side, we cover AI for ABM. The New York-based chat experience company NLX uses artificial intelligence to better understand customer service calls (and messages) so businesses can optimize their responses. NLX recently became a launch member with the skill of AWS Travel and Hospitality Partner.

Launched this year, Voice Compass is a solution that focuses on voice-oriented customer travel. Partly thanks to the partnership with AWS, it is currently becoming popular in the travel and hospitality industry. According to the company, Voice Compass can be used in other sectors that also use customer service. In addition, customers can choose to use a self-service app called Journeys if they need self-help.

The central platform of the new solution is NLX Studio. Combine natural language comprehension (NLU) with text and speech-based analysis. It allows you to automatically determine the steps you need to take to call customer service. Therefore, callers do not waste time waiting to talk to someone, as a common problem can be solved with predetermined steps that do not require customer guidance. This way, customer calls are resolved faster and the company saves overheads.

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