By Mark Eting
Bullseye Strategy Special Correspondent
There may still be a worldwide shortage of hand sanitizer and toilet paper, but there’s no shortage of digital marketing news recently. And we have rolls and rolls of it to cover in this week’s edition of the Bullseye Buzz Blog. So spare a square, and let’s get rolling.
Facebook Email Marketing
It appears our friends over at Facebook have a new digital marketing trick up their sleeves – Email Marketing! Several users of the Facebook Pages App have reported seeing a new tab over the weekend for “Marketing Emails,” indicating that you can now “send customized marketing emails to your email subscribers.” Facebook has confirmed that they’re testing.
Once a page has a confirmed email address, an email contact can be added to the database, and basic email messages can be created.
While it’s not (yet) a competitor of the large Customer Relationship Management (CRM) systems, it is a step in that direction. And with Facebook and Instagram Ads, and marketing emails, all stemming from one business account, it may be another big win for Zuck and Co.
LinkedIn Announces Engagement Remarketing
While Facebook has developed the ability to target users on the social media platform who have previously engaged with posts, watched a video, and other options, they’re not alone in that marketing-space any longer. LinkedIn has announced the ability to retarget people who have interacted with led gen forms or watched a video.
This has been a significant obstacle for advertisers on LinkedIn. Since many people prefer not to leave the social media platform they’re on by clicking links, LinkedIn needed a way to analyze audience members in order to serve relevant ads beyond just visits to the client’s website.
This appears to eliminate that problem. Advertisers will be able to create target audiences based on how much of your video was watched (25%, 50%, 75%, 97%, 100%), as well as people who opened or submitted lead generation forms.
While LinkedIn hasn’t announced anything further, this may be only the beginning of audience remarketing options.
Google My Business is now offering flexibility concerning hours of operation. The new feature offers local businesses a way to establish “more hours” as they start to reopen from COVID-19 closures.
These additional flexible hours can be used to indicate times of special operations beyond being open or closed. For example, grocery stores could indicate hours dedicated strictly for senior citizens, or hours of indoor dining vs. outdoor dining for restaurants.
It couldn’t be easier to manage, either. Simply log into your GMB account, click “Info,” and next to “More hours,” click edit.
Stay safe. Stay classy. Stay indoors still.
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry