MERCADEO DIGITAL

Instagram a las puertas de abrir su ‘marketplace’

La plataforma social está en proceso de desarrollo de una nueva aplicación dedicada exclusivamente a compras online, que se podría llamar IG Shopping. Instagram, de plataforma social a tienda online. La red social, propiedad del dueño de Facebook, ha anunciado que está en proceso de desarrollo de una nueva aplicación independiente dedicada exclusivamente al ecommerce, según Tech The Verge.

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SNAPCHAT’S ADIDAS E-COMMERCE PLAY SELLS OUT: Snapchat recently partnered with Adidas and fulfillment company Darkstore for a prerelease of Adidas’ new style of Falcon W shoe, and all of the inventory allotted to the launch sold out in 6 hours, Adweek reports. Contrary to the way Snapchat ran its previous e-commerce collaboration with Nike, which used augmented reality (AR) and a QR code, the Adidas shoe was featured on a Snapchat show entitled “Fashion 5 Ways.” Users who watched the show could swipe up to buy the shoes, and Darkstore will deliver them to customers by September 6. Sigue leyendo

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GOOGLE UNVEILS METRIC TO HELP BRANDS IMPROVE ADS: Google introduced a new metric that helps brands predict how effective their ads will be before the ad creation process ends. The metric, called “ad strength,” measures the relevance, quantity, and diversity of brands’ ad copy for responsive search ads. For background, responsive search ads, which use machine learning to optimize for the best performing combination of headlines and descriptions that are submitted by advertisers, began testing in May. For players that use the tool, ad strength results range from “poor” to “excellent,” while providing actionable feedback, like “make your headlines unique.” It will be integrated into the responsive search ad interface over the next several weeks. The ad strength metric is likely to improve the attractiveness of responsive search ads to advertisers — one of the main complaints with this relatively new ad format is a lack of reporting on what works best, per Search Engine Land. This bodes well for brands’ search campaigns, because responsive search ads are likely to drive brand lift: advertisers that combine Google’s machine learning with multiple creatives experience 15% more clicks on average, per Google.

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FACEBOOK COULD BOOST VIEWS OF PUBLISHER CONTENT: Facebook is testing a tool that aims to help publishers reach more users on the social platform, Digiday reports. The tool lets publishers test four different versions of a piece of content with varying headlines, images, and descriptions to see which version performs best. Currently, the tool is limited to linked posts that redirect Facebook users back to publishers’ websites. Over 50% of the time, publishers that have tested the tool pick a version that was different from the original post, indicating that the tool is effectively helping publishers drive more traffic to their sites. Sigue leyendo

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FACEBOOK MIGHT PARTNER WITH MAJOR US BANKS: Facebook reportedly asked major US banks including Citi, JPMorgan Chase, US Bank, and Wells Fargo to share their customers’ financial information, including card transactions and checking account balances, reports The Wall Street Journal, citing people familiar with the matter. The tech giant is reportedly developing offerings with banks for Messenger, including access to account balances and fraud alerts, as part of a move to offer new services and boost engagement.  Sigue leyendo

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INSTAGRAM GAINS MOMENTUM WITH IMPENDING B2C AR FEATURE: Facebook and L’Oreal are teaming up to give Instagram users the ability to virtually try-on makeup using Instagram’s forthcoming AR camera effects, according to Reuters. Facebook first announced that Instagram would allow brands and creators to design interactive AR experiences for users during its F8 developer conference in May 2018. Already, Facebook’s formed partnerships for the upcoming feature with brands such as the NBA, Buzzfeed, Kylie Jenner, and Vogue. And the addition of L’Oreal serves to add forward momentum ahead of the rollout. Brands using AR filters to engage with consumers and demo their products isn’t new. Sephora, for example, uses a similar tool in its own app to match colors in consumers’ uploaded photos to products in the same shade. The tool, called Color Match, has contributed to the company’s success in e-commerce, helping it become one of the top online shopping destinations for beauty and healthcare products, behind Amazon and Walmart, according to eMarketer. And AR filters are a particularly popular feature on chat apps — for example, over 70 million Snapchat users play with Lenses each day. Facebook is likely hoping that this popularity will carry over to business use cases as it continues to turn its platforms into powerful consumer engagement tools.

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BANCOS BRASILEÑOS APURAN LA TRANSFORMACIÓN DIGITAL: Los bancos de Brasil están tomándose la transformación digital en serio. A la altura de su posición como el mercado más importante de Latinoamérica, la banca de ese país innova a pasos de gigante. En esta línea, el banco de Brasil, puso en marcha un laboratorio de experimentación en Silicon Valley en 2016. Actualmente, su estructura está dentro de la aceleradora Plug and Play, una de las más importantes del mundo. “Silicon Valley es el centro de los centros de innovaciones”, comenta Vilmar Grüttner, Gerente Ejecutivo y Cofundador de Banco de Brasil Labbs a Frecuencia Latinoamérica. Sigue leyendo

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FACEBOOK MIGHT PARTNER WITH MAJOR US BANKS: Facebook reportedly asked major US banks including Citi, JPMorgan Chase, US Bank, and Wells Fargo to share their customers’ financial information, including card transactions and checking account balances, reports The Wall Street Journal, citing people familiar with the matter. The tech giant is reportedly developing offerings with banks for Messenger, including access to account balances and fraud alerts, as part of a move to offer new services and boost engagement.  Sigue leyendo

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APPLE BUSINESS CHAT ADDS MORE COMPANIES TO PLATFORM: Five more companies have signed up to utilize Apple Business Chat, Apple’s offering that allows businesses and brands to engage with consumers over Messages, according to TechCrunch. The addition of the US companies — Dish, Four Seasons, Aramark, Harry & David, and American Express — signals the growing importance that messaging apps have in business-to-consumer (B2C) communications, as they provide a more convenient experience than legacy channels. For example, American Express’ partnership with Business Chat will allow card members to view account information such as balance and payment due dates in Messages, and Four Seasons’ partnership will enable guests to use Messages to connect with the hotel concierge for any customer needs. Sigue leyendo