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Persado Selected for Lafayette Plug and Play’s Technology Accelerator

Leading AI company joins exclusive class of disruptive retail and e-commerce solution providers

Persado, the leader in using AI to generate the best-performing marketing creative harnessing the power of words, announced its acceptance into Lafayette Plug and Play’s three-month business accelerator. The program will supercharge Persado’s efforts to expand its presence as a leading AI solution in the French and European retail and e-commerce markets.

Lafayette Plug and Play boosts business development by connecting chosen companies with retailers and mentors in its extensive network. The incubator, which was created through a partnership with Galeries Lafayette Group and Silicon Valley-based accelerator Plug and Play Tech Center, screened 216 total applicants for its sixth cohort. Persado was one of only 16 innovative B2B companies selected to participate.

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“Persado is honored and proud to have been accepted by Lafayette Plug and Play. Our inclusion signifies that leading retailers, e-commerce companies and brands have a strong interest in creating marketing campaigns in a whole new way, unlocking the power of words to win each moment of the customer journey and boost revenue performance,” said Mario Imparato, Senior Vice President Europe, Persado. “Lafayette Plug and Play is an extraordinary program that connects visionary C-suite executives with cutting-edge technologies, like Persado, to facilitate the adoption of innovative solutions that deliver unparalleled business impact and create the future of retail.”

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

Persado works with more than 250 of the world’s premier brands and is poised to dramatically accelerate adoption of its unmatched technology in France. By using AI, data science, computational linguistics and machine learning to optimize marketing creative, Persado’s Message Machine eliminates guesswork and ensures accountability, empowering retail and e-commerce CMOs to act with confidence and deliver measurable results.

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Springbot Hires Business and Technology Veteran as CFO

Springbot, a data-driven marketing platform for retailers, announced it has named Oliver Bell to serve as the company’s Chief Financial Officer. Bell will oversee financial, legal, human resources and administration activities for Springbot, to help the company achieve its next phase of growth.

Bell joins Springbot from Braze, a customer lifecycle engagement platform, where he served as senior vice president of finance and operations. Previously, he spent three years at Salesforce after the company acquired Buddy Media, where he had worked since 2011. Prior to that, he held various financial roles for Google in their New York office and was an investment banking financial analyst for Citigroup’s Global Technology Group.

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“Oliver’s depth of experience and industry knowledge will be extremely valuable to Springbot as we continue our growth,” said Brooks Robinson, CEO and co-founder of Springbot. “We are excited to welcome him to our team for the next chapter in the company’s future.”

“I have watched Springbot from a distance and am excited for the opportunity to contribute to their success,” Bell said. “I look forward to working with the entire Springbot team as it continues leveling the playing field for small and mid-sized retailers.”

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Bell holds bachelor’s and master’s degrees from Harvard University. He lives in Atlanta with his wife and two children.

He joins Springbot as the company enjoys incredible momentum. In November, Springbot ranked 83rd on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and energy tech companies in North America. In October, the company announced it had closed a $15 million investment led by North Atlantic Capital. Earlier in 2018, Springbot landed at No. 301 in the Inc. 500 list of fastest growing U.S. companies, ranking 13th in Atlanta and 35th nationally in the software category. It also won the MarTech Breakthrough Award for Best SMB Marketing Platform, was recognized as a best place to work by the Atlanta Business Chronicle for the fourth year in a row and is a member of the esteemed Metro Atlanta Chamber Backed by ATL program.

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PriceSpider Names Sean Reiter New Vice President of Marketing

Leader in Retail Technology and E-commerce Solutions Adds Proven Innovator to Team

PriceSpider, a global leader in data and consumer analytics technology, is pleased to announce the addition of its new Vice President of Marketing, Sean Reiter.

Over the past two decades, Reiter has engineered and executed comprehensive marketing strategies for multiple companies ranging from SaaS providers to software development firms – achieving a tremendous track record of success. Known for building and leading comprehensive marketing organizations at high growth technology companies, Reiter plans to build out PriceSpider’s marketing department and take sales to the next level in pursuit of the rapid growth and diversification that have become his signature.

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Most recently at PushPay, a mobile giving app designed to serve the non-profit sector, his best-in-class marketing expertise steered the company from a $5M to over $80M annualized committed monthly revenue, alongside hiring that grew from 60 to 400 employees in just two years. Prior to that, at Healthx, a leading provider of healthcare technologies, Reiter oversaw a ground-up brand overhaul which grew qualified leads more than 6x in less than a year. His business acumen has also equipped him with the skills necessary to impact entire organizations, beyond sales and marketing.

“Sean’s abilities in marketing and development are impressive to say the least,” says PriceSpider’s CEO Anthony Ferry. “PriceSpider has experienced explosive growth in the past few years, and this makes our goals for continued expansion quite steep moving forward. We know Sean is the right person to take on the task. He’s unique in his powerful and creative approach. We couldn’t be more pleased to have him on the team.”

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Born and raised in Orange County, Calif., Reiter earned his bachelor’s degree in sociology followed by a graduate certificate in organizational leadership from Chapman University. His career has taken him all over the country, but he’s pleased to be back in Southern California to take the helm of PriceSpider’s marketing operations.

“PriceSpider’s platform and product offerings are impressive and unique to the market; and despite already solid success, there’s still this great desire to innovate and improve,” says Reiter. “I see enormous potential with undeniable market opportunity, and am excited to kick an already amazing company into hyper-growth mode.”

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

Teikametrics Launches Hourly Bidding Algorithm for Amazon Advertising

Teikametrics, the leading Retail Optimization Platform (ROP) that helps brands and sellers optimize Amazon advertising campaigns, announced the launch of its new hourly bidding solution for its best-in-class software-as-a-service (SaaS) product, Teikametrics Flywheel. The Flywheel platform is the world’s first ROP technology to combine advertising data, transaction data, and cost of goods sold to algorithmically optimize for Amazon Advertising profitability.

The announcement at Prosper Show, an annual industry conference for established Amazon sellers in Las Vegas, now means that Amazon sellers using Teikametrics Flywheel will see improved performance and profitability using a more dynamic and responsive bidding algorithm.

The hourly bidding algorithm is powered by an econometrics and machine-learning data model that, for the first time, allows Amazon advertisers to automatically adjust bidding strategy quickly, minimize wasted ad spend, and adapt to changing marketplace dynamics. This powerful new capability takes advantage of Amazon’s recent ad policy that allows for significantly reduced lag time in reporting advertising performance data.

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Being able to calculate the most profitable bid on an hourly basis allows Teikametrics’ industry-leading ROP platform to proactively invest ad dollars where the algorithm predicts the highest return on investment. Keywords and ad groups with high traffic volumes and competitive auctions, such as consumer electronics, household items, and apparel, are among those that will benefit the most during the first few days of bidding, during which time wasted ad spend can be curtailed by up to 50 percent.

Even sellers whose product keywords have fewer search activities and less dynamic ad data history will benefit substantially from Teikametrics’ hourly bidding capability, which offers them access to up-to-the-moment information about advertising performance. With this new feature, Teikametrics’ clients can also explore winning auctions and experiment with more aggressive bidding strategies to extract keyword performance information quickly.

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“Amazon is quickly gaining ground on Facebook and Google as a leading online advertising channel,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “In a marketplace as dynamic and competitive as Amazon, reaction time is critical. Teikametrics’ hourly bidding algorithm is the first solution to enable brands to react to statistically significant changes in their Amazon ads data with hourly granularity. This is another major milestone in our ongoing mission to help brands maximize profit on Amazon.”

Teikametrics has managed more than $6 billion in retail sales for Amazon sellers to date. More than 2,000 clients have generated an average of 34 percent more revenue at constant marketing efficiency within 60 days of deploying Teikametrics’ ROP platform. Attendees at the Prosper Show are welcome to visit Teikametrics at booth 312 to learn more about its platform capabilities and users’ success stories.

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Bidooh Signs New Partner in South Africa to Roll out 500 Screens

Bidooh expands global network to South Africa with new licensing agreement

Bidooh, a real-time, real-audience, digital billboard advertising platform, is pleased to announce that it has signed a licensing agreement  with Nisaar Ally, who will head up the newly-formed Bidooh South Africa and become the Group’s exclusive partner in South Africa. Nisaar Ally, a serial entrepreneur and investor, plans to install Bidooh’s blockchain-based digital billboard platform on 500 screens across South Africa over a period of three years.

This licensing agreement marks Bidooh’s first move into Africa and builds on the Group’s global strategy. The first screen in this agreement will go live after June 2019 with a rollout of 50 locations across South Africa into major retail outlets and shopping malls. South Africa is a growing economy with a large number of shopping malls, commercial centres, offices and transport stations across the country, all of which are excellent locations for Bidooh’s digital billboards, which uses facial analysis to provide targeted, real-time advertising.

Installing the screens in malls and other large centres will be a fast and simple process as Bidooh South Africa will be using existing screens or purchasing their own screens in high footfall locations and installing Bidooh’s software. Any screen can connect to Bidooh’s platform and become an advertising screen by simply plugging a Bidooh Box into the HDMI port.

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Signing this new partner in South Africa further extends Bidooh’s global partnership network. Bidooh has already signed contracts with DBDB Labs, a full-service media agency based in Seoul to target 10,000 screens in South Korea; Darko Ban, a partner operator in Czech Republic to target 2,000 screens across Bosnia and Herzegovina, Croatia, Czech Republic and Slovakia; and Mihai Bulugea, a partner operator in Romania to target 1,000 screens across Romania. Bidooh’s screens are also functioning across several locations in the UK.  The current live network of over 70 Bidooh screens have counted a passing footfall of 15.2 million with 44% falling between the ages of 25 and 34.

Shaz Mughal, co-founder and Chief Partnership Officer of Bidooh, commented: “We are delighted to have partnered with Nisaar Ally in South Africa, as this is another step forward in Bidooh’s global growth strategy. Expanding Bidooh’s reach into another continent shows the international demand for Bidooh’s platform and proves its ability to function across different cultures and countries. We look forward to working together with Nisaar Ally and building Bidooh’s presence in South Africa and beyond.”

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Nisaar Ally, Head of Bidooh South Africa, added: “Bidooh’s digital advertising platform is revolutionising the out-of-home advertising market and we are extremely pleased to be the first partner to harness this technology in Africa. We believe South Africa is an excellent location for Bidooh to expand into as it is a hotspot for innovative ideas and disruptive technology. We believe Bidooh’s platform is unique in that it allows any type of businesses however small to become an advertiser at a low cost and I believe that many businesses will benefit from this opportunity.”

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Salesforce Empowers Service Agents with Einstein AI and Quip for Service

Service Cloud expands Einstein AI portfolio with new intelligent recommendation and routing capabilities so agents can spend more time where it matters most — building customer relationships and solving complex problems

Salesforce, the global leader in CRM, announced new artificial intelligence and productivity solutions that empower customer service agents to focus more of their time on the human side of service — tasks that require social intelligence, critical thinking and creative problem solving skills. As customer service rapidly evolves from a reactive back-office function to one that impacts every stage of the customer’s journey, service agents are continually asked to do more. With new AI-powered recommendations, automated routing, and embedded productivity and collaboration capabilities, Salesforce is reimagining the agent experience to meet the needs of today’s connected customer.

From Case-Centric to Customer-Centric: The Service Agent’s Role is Evolving 
Service agents are on the front lines of all customer interactions, from the moment a consumer begins researching products all the way through to post-sale support. And while agents have historically not had the necessary resources to deliver world-class customer experiences, that is now changing. According to the third edition of the Salesforce State of Service report released today, 82 percent of service leaders acknowledge their company’s customer service function must transform to stay competitive, and 77 percent of service organizations plan to make significant investments in agent training this year. This is causing a dramatic shift in the service agent’s role, with 71 percent saying their jobs are more strategic than just two years ago and 75 percent saying their organizations now view them as brand ambassadors.

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Making Agents Smarter with Einstein for Service
Over the last three years Salesforce has embedded new AI capabilities into Service Cloud — such as Einstein Bots and Einstein Case Classification — to make the agent console more intelligent and the agent’s job easier. Building on this, the AI innovations being announced today are:

  • Einstein Reply Recommendations uses natural language processing to instantly suggest the best responses to agents over chat and messaging, so they can save time and improve the quality of replies to customer inquiries. And using a machine learning model that learns what has worked over time, Einstein Article Recommendations automatically recommends the best knowledge articles to agents, giving them the information they need to solve cases quickly.
  • Einstein Next Best Action leverages business rules and predictive intelligence to suggest the best course of action at the point of maximum impact during agent-customer interactions, helping to increase customer satisfaction and uncover cross-sell opportunities.
  • Einstein Case Routing fully automates the routing process with machine learning that filters cases to the right queue or agent based on preset criteria, such as who is best qualified to solve them based on expertise or past outcomes.

Making Agents More Productive with Quip for Service
Agents often spend more time hunting down answers than focusing on customer engagement given how difficult the collaboration process can be — corralling input from multiple teams, hunting for answers or documentation, and switching between multiple applications when doing so. Now with Quip for Service, agents have a productivity and collaboration tool embedded directly within the agent console:

  • Quip for Service enables agents to co-author documents, bring in subject matter experts across the business to swarm on complex problems, and have live collaborative conversations directly within the case record.
  • Admins can build and easily publish flexible Quip templates in the agent console, as well as customize them based on different use cases and specific organizational needs.

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Einstein AI and Quip for Service in Action
Together, these new features will fundamentally change how service agents get their work done. For example, when a customer contacts a manufacturer about a malfunctioning refrigerator, Einstein Case Routing will automatically complete the case details and route it to the right agent for faster service. Einstein Article Recommendations will then automatically provide the agent with knowledge articles containing technical details on how to fix the product. Alternately, if the customer reaches out via chat, Einstein Reply Recommendations will instantly suggest responses to the customer’s questions to the agent. Should the agent need to enlist product experts across the company to help fix the refrigerator, Quip for Service allows them to collaborate directly in the agent console, then capture that solution to be used again in the future. Finally, based on the conversation and the customer’s purchase history, Einstein Next Best Action flags that the customer qualifies for a free extended warranty, then walks the agent through the registration process. All of the guesswork is removed, and both the customer and agent have a better overall experience.

Skilling Up the 21st Century Workforce
Empowering companies with the right technology only solves part of the challenge, as access to training is another significant obstacle customer service organizations face. To address this, Salesforce offers training programs and networking opportunities that provide managers and agents with the skills they need to bring their contact centers into the digital era and accelerate their career growth. These include the Trailblazers for the Future regional workshops hosted by Salesforce employees and customers, Trailhead content on service related issues, Service Cloud Specialist Certifications, and direct access to a community of 25,000+ service agents.

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Comments on the News

  • “We are living in a new age of service where today’s customer expects great experiences at every stage of the buying cycle and across any channel, making the agent’s role more critical and more challenging than ever before,” said Bill Patterson, EVP and GM, Service Cloud, Salesforce. “With these innovations we are empowering agents to rise to the occasion with a console built for modern customer service that is intelligent, collaborative and connected.”
  • “At Overstock we are constantly looking for new technologies that will help us continue to adapt to our customers’ needs and deliver personalized experiences,” said Kamelia Aryafar, Chief Customer and Algorithms Officer, Overstock.com. “Einstein AI has shown in our pilot tests that it has the potential to help us meet those needs by recommending offers and perks that our care associates can offer customers based on their shopping history and past interactions. Ultimately, Salesforce is helping us provide our customers a more personalized, human experience.”
  • “Tapping into Einstein helps us get maximum value from the information stored in our Salesforce CRM, and with that data we have been able to optimize all of our customer service department’s internal processes,” said Zenconnect CEO Yann Mercier. “After implementing Einstein AI to automatically classify cases, our customer service agents saw 25 percent productivity gains, freeing them up to focus on higher level projects.”

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

Salesforce Empowers Companies to Transform Customer Service
Service Cloud, the world’s #1 customer service platform, empowers every service employee from the contact center to the field with the innovative tools, unified data, and embedded training needed to deliver world-class customer service. Across every channel — whether it’s messaging, communities, chat, phone, in-person, or IoT signals — Service Cloud is enabling Trailblazers to put the customer at the heart of every service moment and deliver personalized, consistent, transformative experiences.

SOURCE Salesforce

AI Could Improve Your Next Meeting in Cisco Webex

Imagine you’re walking into a conference room for a big meeting.

The screen on the wall wakes up as you enter. “Hi,” it says. It calls you by name. “I see in your calendar that you have a meeting that starts in five minutes—want to join now?”

“Not yet,” you say. You need to talk to someone first. “OK, Webex, call Susan.”

There are 199 “Susan’s” in your company directory, but the system seems to know which one you mean. “Susan Lee?” It asks. “Yep!” you say. It connects you. You talk with Susan and say goodbye.

“Your meeting starts in two minutes—want to join now?” the screen asks. “Sure!” you say. “Let’s do it.” Three people you’ve never met are in the meeting when you join. Each person’s name and title appear on the screen just below her face. You glance at your laptop just as the system serves up a profile for each of them.

If you’re one of the 300 million people who use the Cisco Webex platform every month, you won’t have to imagine this. You will experience it soon. We call it Cognitive Collaboration, and our new research indicates nine out of ten people are pounding the table to use it.

Bringing Context and Intelligence to Meetings
On the Webex design team we’re always thinking of how we can make meetings better. Sure, you need great sound and video and screen sharing. But technology can do so much more. It can be like that great assistant who not only takes care of the technical stuff but also slips you useful notes in the middle of the conversation. This context and intelligence helps you build stronger relationships, have better conversations with customers and make smarter, faster decisions.

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For us, this isn’t about bolting on a few gimmicky AI-powered features. It’s a mindset.  We know Webex can remove tedious tasks, help you get and stay engaged and make life at work easier. Just imagine how these new features could improve your work day.

–  People Insights gives you professional profiles about the people you’re meeting—in real time. Keep in mind we use context and intelligence to serve these up—so even if you’re meeting someone with a common name like John Smithwe will give you the right John Smith. (Try looking him up with a simple web search and you’ll get lots of useless information on lots of wrong John Smiths! And if you happen to be meeting with a different John Smith later in the day, Webex will know that too.)

And these aren’t static, one-dimensional profiles. We scour the Web for publicly available information to create a living, breathing profile of the people and companies you care about, and we keep these up to date with the latest news. (You also get to see your profile that is visible to others, and if something shows up that you don’t like, you can always edit it.) This is available as a trial now, with general availability slated for June.

–  Webex Assistant is what is behind two of the new features in the example above. The assistant’s new Proactive Join lets you walk into the room and be asked if you want to join your meeting. To accomplish this, we first needed to know who you are (which we do thanks to an innovation called intelligent proximity). Then we needed to be able to peek into the calendar to see what’s next. And Webex Assistant’s new First Match let Webex know you probably were trying to call Susan Lee. It feels a lot like magic—it looks at the people in your own organization (via the company directory) and scans your Webex Teams spaces to see who you talk to most to make its best guess. In early field trials, Webex gave customers its top three guesses. But its top pick proved right so often that customers asked us to just serve up the first match. You can even use it to add someone to a call already underway.

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Webex Assistant, along with First Match technology, is generally available now across the entire Webex Room Series. Proactive Join is available on a limited basis now and will be generally available in June.

– Facial recognition is what is attaches those name/title labels to the three people you never met before in our example. We’ve said before that video is “better than being there,” and that certainly holds true here.  Remote people need not guess who’s who in that big conference room filled with new faces. This will be available in June.

“Cognitive Collaboration is a game changer for Cisco customers across all industries,” said Amy Chang, SVP and GM, Collaboration Technology Group, Cisco. “When we enable people to collaborate from wherever they are in a way that’s intuitive, easy and smart, we make their work and life experiences better and more productive.”

 Read More: SalesTech Interview with Brandon Atkinson, Chief Operating Officer at Monetate

SOURCE Cisco

Visual BI Solutions to Showcase Offerings for Microsoft Power BI and SAP Lumira in Gartner Data & Analytics Summit 2019

Visual BI Solutions, a niche Business Intelligence (BI) & Analytics firm and a Microsoft Gold & SAP Silver Partner, announced its participation in the upcoming Gartner Data & Analytics Summit.

In this event, Visual BI will be providing an exclusive demo of their following BI products that help enterprises deliverable actionable insights:

  1. ValQ – available for Microsoft Power BI and SAP Lumira. This product enables enterprise users visualize business models and conduct their planning, forecasting & simulations in an agile manner.
  2. VBI View: The One Enterprise BI Portal to Manage Multiple BI Platforms. This product enables enterprise users consume dashboards & reports from multiple platforms and comes with value added features such as auto-sync, metadata management, usage reporting & more

In addition, Visual BI will be exhibiting a variety of other offerings including but not limited to BI executive workshops, quick-start engagements, strategy/ roadmap sessions, BI cloud migration & corporate BI training.

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“Gartner Data & Analytics Summit will be a platform that offers tremendous opportunity for us to showcase our unique value driven products offering agile analytics techniques and customer success stories covering Microsoft & SAP Analytics, with both business users and technical support teams alike,” said Gopal Krishnamurthy, Founder/CEO, Visual BI Solutions.

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SOURCE Visual BI Solutions Inc

SalesTech Interview with Jason Badal, Head at Shopify Studios

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Tell us about your role at Shopify and the team/technology you handle.

I’m the Head of Shopify Studios, the TV and film production and development arm of Shopify, the world’s leading commerce platform. Shopify Studios develops, produces and finances an array of content – from long and short-form series, to feature-length documentaries
– focused on telling the amazing stories of entrepreneurs and how they build their businesses.

I lead Shopify Studios, building partnerships with internationally-known creators and production companies to develop original content. I also oversee in-house production, licensing, distribution and business affairs. Current Shopify Studios partners include Anonymous Content, Wheelhouse Entertainment’s Spoke Studios and Saville Productions.

Our Shopify Studios team includes creators, producers and development veterans, whose combined expertise covers film, television, digital, brand and talent management.

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What is Shopify Studios for marketing and sales teams? How do you differentiate it from other digital studios and advertising platforms?

Shopify Studios creates original content that showcases real stories of entrepreneurship in order to make it accessible and relevant to everyone, everywhere. We want to create an entirely new genre around entrepreneurial pursuits and stories. Like many of our other efforts to create more voices, we want to highlight the entrepreneur first and foremost.

How do your customers benefit from the platform?

We’re hoping our customers, along with other entrepreneurs and would-be entrepreneurs, will enjoy what Shopify Studios produces, and take inspiration from the content, too. Ultimately, we’re paving the path for future business owners and innovators, and making the idea of starting a business more within reach for everyone.

How do you identify the challenges and opportunities in the current native and programmatic advertising market?

To be clear, Shopify Studios is not an advertising or marketing endeavor: It’s a short- and long-form creative content production house.

What are your predictions for emerging technologies such as AI, Machine Learning and blockchain for content publishers and advertisers?

These emerging technologies are exciting to watch as they evolve, and they will play an important role in content monetization. However, that is not our objective at this stage and we would explore this further down the line. Shopify’s mission is to be a catalyst for entrepreneurship and to inspire the next breed of business owners.

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What trends and technologies are you keenly following?

Shopify Studios is about creating and sharing content that sparks interest in future entrepreneurs, and our focus with the features and content we create is not so much on technology, but on the human stories behind entrepreneurship and building businesses.

Thank You, Jason, for answering all our questions. We hope to see you again, soon.

Shopify Studios_Logo

Launched in 2019, Shopify Studios is the full-service media production and development division of leading multi-channel commerce platform, Shopify. Shopify Studios will leverage strategic partnerships with internationally known creators and production partners to develop, produce, and finance an array of projects spotlighting entrepreneurship — from long-form series to feature documentaries and more — for streaming platforms and traditional networks.

Jason Badal is head of Shopify Studios, the full-service TV and film production and development division of leading multi-channel commerce platform, Shopify. In his role, Jason leads Shopify Studios, forging and shepherding production pacts with internationally known creators and production companies to develop original content, while also overseeing in-house production, licensing, distribution and business affairs.

When Is an Emoji More Than Just an Icon?

Each year hundreds of new icons are added to the library we use every day on our phones. They give us the ability to choose the right emoji not only to communicate our mood and what we’re up to but also our gender, race and hair color. This year, Unicode has again struck a chord with the introduction of disability-themed emojis.

Where emojis might once have been considered gimmicks, this latest development shows just how far the format has come. Disability rights campaigners have openly welcomed the new set as an important stride in tackling diversity and inclusion online. Leading platforms such as Twitter have already invested in proving the link between these digital icons and our emotional state, revealing strong marketing apertures.

The new toolset, which includes hearing aids, wheelchairs, prosthetic limbs and guide dogs, carries huge implications for the emotional inclusion and engagement of disabled users. Moreover, this opens up enormous opportunities for healthcare and charitable organizations to engage specific audiences and raise awareness for important initiatives.

Read More: Is PayPal A Good Choice For Small Business Owners?

Emoji Efficacy

First launched in June of 2016, Twitter’s emoji ad targeting gives companies and organizations the ability to connect with people based on the emojis they include in their tweets, which is a lot. According to the website emojitracker.com, the ‘Face with Tears of Joy’ emoji has been used over 2 billion times on Twitter alone.

Even though the ad-targeting feature has been around for nearly two years, some marketers consider emoji targeting to be a fairly new concept when compared to Twitter’s standard ad-targeting options. Meanwhile, many consumers are blissfully unaware of how the process works.

Regardless of the relative nascence of the approach, the results show an impressive impact. In one case, a quick-service restaurant chain that targeted different types of emojis saw engagement rates increase 260 percent. Typically, a 10 percent lift on an ad is a solid result. For the brand, this meant the number of people who responded to the ad went up 2.6 times over traditional ads.

Read More: 6 Reasons Why Customers Can’t Find Your Business Online

Context conundrums

Any organization looking to deploy Unicode’s latest additions must observe the rule of ‘right place, right time’. For emojis, this is made even more acute by the infinite uses people have for these icons that can often go well beyond their originally intended meaning.

A great example of the learnings some brands have gone through is the case of a weather app, looking to engage people in the moment of conducting an activity via icons illustrating different sorts of weather. The brand quickly found that while plenty of uses of the umbrella emoji landed appropriately, there were also plenty of other contexts for the use of the icon, such as ‘you can’t [rain] on my parade’ and ‘[weather] the storm’.

This isn’t an isolated incident. Marketers must remember that emojis go undefined to most of their user base. A study by the University of Minnesota found that about 25% of the time, even when people are viewing the exact same emoji picture on the exact same kind of device, they disagree about whether the emotion being conveyed by the emoji is positive, negative, or neutral.

‘Mad Men’

In a lot of ways, it’s a throwback to the ‘Mad Men’ days of advertising, when marketers were forced to get into the heads of their audience to understand what would lead someone to use a specific emoji, and therefore what marketing message will best match that level of emotion.

Emoji targeting won’t always be suitable. It is most effective when applied strategically and genuinely. Some marketers want to get people to click and take an action right away and other marketers simply want to create engagement with people in a certain frame of mind.

Ultimately, deploying emojis in campaigns can help companies and organizations get more precise about who they’re reaching and the best time to engage them, because an emoji paints a more colorful picture of their audience beyond demographic and geographic information. This is never more important than in the case of harder to reach communities such as those living with, or affected by disability. As ever, the best advice is to apply the golden rule of treating people the way you’d want to be treated.

Read More: Data-Driven And AI-Powered Marketing In 2019 And Beyond