Martech platforms reduce costs as CMOs face budget cuts

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Martech platforms reduce costs as CMOs face budget cuts Many platforms are already making concessions to help marketers by reducing costs and, in some cases, even suspending billing. Amy Gesenhues on March 31, 2020 at 5:25 pm More Just this week, Gartner reported 65% of 176 marketing leaders said they are bracing for moderate to significant budget cuts as a result of coronavirus-related disruptions. Fortunately for our marketing operations community, many platforms are already making concessions to help marketers by reducing costs and, in some cases, even suspending billing.
Adobe is offering Magento Commerce and Marketo Engage free of charge for three months, and has put together a “Launch Package” for SMBs needing to take their business online as quickly as possible. ..

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Martech platforms reduce costs as CMOs face budget cuts

Many platforms are already making concessions to help marketers by reducing costs and, in some cases, even suspending billing.

Amy Gesenhues on March 31, 2020 at 5:25 pm

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Just this week, Gartner reported 65% of 176 marketing leaders said they are bracing for moderate to significant budget cuts as a result of coronavirus-related disruptions. Fortunately for our marketing operations community, many platforms are already making concessions to help marketers by reducing costs and, in some cases, even suspending billing.

Adobe is offering Magento Commerce and Marketo Engage free of charge for three months, and has put together a “Launch Package” for SMBs needing to take their business online as quickly as possible. Salesforce says it has expanded its Salesforce Care services and support solutions, making it available for free to customers and non-customers for 90-days.

Related: Compare marketing automation platforms

Adzooma, a digital ad platform for brands advertising via Google, Facebook and Microsoft, is not only offering free access to its platform until, at least, the start of June, 2020, it also is suspending billing for all existing agency and SME clients, “To help ease the load in these difficult times.”

The online video platform Loom announced earlier in March that it was cutting monthly fees from $10 a month to $5 a month through July 1, 2020. It also has removed recording limits on the free version of its plan and is extending free trials of Loom Pro from 14 days to 15 days. The company also made Loom Pro free for students and teachers at educational institutions.

“Our hope is that by stepping up, we’re making a dent in the global impact this pandemic is causing, not just by making our product more accessible, but by helping set the kind of example we hope more businesses will follow,” wrote the company’s CEO Joe Thomas.

TalentDesk.io, a freelance management system, has removed licensing fees for its platform through July 1 as well.

“We saw an increase in interest for our software as organizations have rushed to adapt to working from home during the COVID-19 crisis and decided to waive all software licensing fees until July 1, 2020,” said TalentDesk.io Founder and CEO Xenios Thrasyvoulou, “By enabling businesses — large or small — to remotely collaborate with their freelancers and employees, we’d like to help them continue their work seamlessly and use resources efficiently.”

The CEO says his company has seen an overwhelming response from clients, “They appreciate us being proactive and agile in the current environment.”

Zapier is another platform that has removed costs for any groups that are working on the front lines of COVID-19 relief efforts. The company is offering a free “starter plan” that would normally cost $19.99 per month if billed annually, or $24.99 if paying month-to-month. (Companies must submit an application to determine eligibility.)

Taking an opportunity to connect more deeply with clients

Jessica Breslav, executive managing director for Criteo, said the ad tech company is taking this opportunity to strengthen client relationships.

“What we’ve found at Criteo is that most of our clients are looking for a forum to ask questions and understand the impact that the pandemic is having on their business and the ecosystem as a whole,” said Breslav. One step the company is taking involves working with clients to think beyond today’s current challenges — solving for problems Criteo may not have dug into as readily in the past, “For example, we are connecting clients with our data science team to explore ways in which we can build deeper insights together.”

As far as financial concessions, the company is making decisions on a client-by-client basis and addressing needs accordingly. “Criteo doesn’t have a blanket policy because every client situation is unique and we’re working closely with our partners to foster a best plan of action moving forward,” said Breslav.

As managing director, Breslav said she is now speaking to clients much more often, sitting in on virtual round tables and taking calls over Zoom. According to Breslav, these online meetings are her new normal and that it has been going really well.

Short-term concessions could deliver long-term relationships

“I think concessions that are made with the genuine intent to help customers will be appreciated and repaid with increased loyalty and customer advocacy on the other side of this crisis,” said Chiefmartech.com Editor and MarTech Conference Chair Scott Brinker, “First of all, some of these products can really help people through their current circumstances, such as tools for remote work and video conferences. Second, even for martech products that don’t directly relate to current circumstances, offering benefits such as more free features or discounted pricing helps win or keep prospects and customers who have been forced to tighten their belts given economic uncertainty.”

Brinker notes that, with so many marketing operations and martech professionals stuck at home and working remotely, it may be a good time for them to experiment with new products, “Especially if it doesn’t cost anything.”

Just remember: Now may be a good opportunity to try out tools you’ve had an eye on — but don’t become reliant on a platform that won’t fit into your martech budget once the free-trial ends.

About The Author

Amy Gesenhues Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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COVID-19 stories: Marketers, martech firms pivot as world goes online

Martech: Management Get the most important digital marketing news each day. See terms.

COVID-19 stories: Marketers, martech firms pivot as world goes online Here are some encouraging stories from marketers who made quick changes to adapt. Wendy Almeida on March 31, 2020 at 1:05 pm More The massive disruption of COVID-19 is forcing many of us to rethink everything we do. And right now, our community needs fresh ideas on how to manage the overwhelming situation.
Here are some encouraging stories from marketers who made quick changes to adapt.
Digital to digital The Challenge: In January 2020, cookies were crumbling and brand activations were thriving. We had finally found the sweet spot for our mobile tech: first-party data gathering at live events. A few weeks later, the ground began to shift under our feet.
I started to get nervous when my son..

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COVID-19 stories: Marketers, martech firms pivot as world goes online

Here are some encouraging stories from marketers who made quick changes to adapt.

Wendy Almeida on March 31, 2020 at 1:05 pm

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The massive disruption of COVID-19 is forcing many of us to rethink everything we do. And right now, our community needs fresh ideas on how to manage the overwhelming situation.

Here are some encouraging stories from marketers who made quick changes to adapt.

Digital to digital

The Challenge: In January 2020, cookies were crumbling and brand activations were thriving. We had finally found the sweet spot for our mobile tech: first-party data gathering at live events. A few weeks later, the ground began to shift under our feet.

I started to get nervous when my son wound up in the ER for neck pain on March 1 and was asked to wear a mask.

By March 7, the NBA had been advised to prepare to play without fans.

On March 11, COVID-19 was declared a pandemic.

It became clear that live events would be eliminated for the foreseeable future. Our funding would not survive this timeline.

The Solution: So, where were all our clients going? Online.

We had a small but real window to reassess the strengths and weaknesses of what we’d built, and decide if it could migrate it’s capabilities from the physical world to the virtual world.

On Friday, March 13, I sat down and rewrote our positioning statement. I only changed one word, but that one word changed everything.

Psychologically, this was not an easy shift for our team. It was radically changing our co-founders’ vision for the company and the product. After a few days of conversations and careful thought, we had made a decision.

We would move from physical to digital, to digital to digital.

On March 23, we launched a pro account giveaway through a video on LinkedIn, where I spitballed about our theory that this could work as a virtual activation tool. The platform was integrated in the video as the point of entry for the giveaway. To activate the entry form, viewers needed to scan a QR code on their mobile device, which would launch our micro experience. Would people do it? We rolled the dice.

The Impact: Not only did it fill our pipeline with leads, but it elicited a meeting with a multi-billion dollar non-profit organization. We established our first affiliate partnership. And on March 26th, I was given the opportunity to be a live webinar panelist where we leveraged the platform to gather psychographic, demographic and geographic information about the attendees: data for our first virtual case study.

We’ve never been busier with demos and onboarding than we are at this minute. What could have cut off our blood supply as a company enabled us to discover untapped opportunities with the product, build a stronger executive team relationship, and generate urgent interest in the solution.

– Karen Kelly is the Chief Marketing Officer of Tapple, Inc.

When everyone is looking for gold, sell pickaxes

The Challenge: As a social intranet provider, our product is built around facilitating better internal communications and employee engagement. Part of our vision already involves connecting international teams, but none of our content every truly expressed that. So the challenge was how do we steer the conversation so that we make it clear that our platform is not just a tool that enables international teams to communicate better, but a platform that enables remote workers of every kind?

The Solution: First, we had to differentiate between companies looking for processes to help them manage remote teams and companies looking for a software/tool to help them facilitate those processes (very different audiences in terms of intent). Then we catered our message towards the latter. Instead of focusing on how our software is the best thing for managing remote workers, we decided to highlight the solutions that support remote work (chat tool integrations, file sharing, knowledge management, employee directories, etc…)

The Impact: Rather than have another bland conversation about how “blah blah blah company is doing all it can to support you during COVID-19,” our prospects were able to make the logical conclusion that our platform supports remote work by seeing what our solutions are meant to address, while the market as a whole is starting to tighten the purse strings, we’re actually seeing an increase in traffic, engagement and ultimately conversions as prospects see a need for our product.

– Richard Castello is the PPC/Growth Marketer for Happeo

Live events to online series

The Challenge: Event and offline heavy calendar in the wake of COVID-19 needed a full pivot as all owned and sponsored events were canceled.

The Solution: Shifting the Yotpo offline flagship conference (Destination:D2C) to early 2021 and positioning the Destination:D2C brand as an online series held monthly featuring the top brands in the Direct-to-Consumer industry. Launch a weekly AMA series (IG Live + Zoom + LinkedIn Live) with industry and e-commerce experts to satiate the need for immediate tactical tips and tricks. For our Amazing Women in e-commerce series, we pivoted all offline events online, like a workout from home series every week. Lean on our partner ecosystem to join on events and combine forces with each event.

The Impact: Effectively replacing our entire marketing calendar and influence with a series of online engagements to continue and hit key pillars like engagement, brand awareness, education and lead generation.

– Raj Nijjer is the VP of Brand Marketing at Yotpo

Games at staff meetings build camaraderie, keep us connected

The Challenge: My company sent people home to work for the foreseeable future. For those who mainly work in office positions, it easy for us to feel a disconnect with our colleagues and the greater mission of our organization.

The Solution: During a recent team meeting, we played a game. We all downloaded the same game to our phones — Psych! The game randomly selects one of our names and asks silly questions — like “If Steve was the star of an action movie, which one would it be?” or “Where would Steve bury his treasure?” Each player suggests an answer (the sillier, the better), and then everyone selects their favorite one.

The Impact: The entire team had fun, and we felt more connected as well as distracted from the craziness of today. It sparked a fun conversation and helped us maintain our bonds formed around inside jokes and friendly banter.

– Steve Petersen is the marketing technology manager at Western Governors University.

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About The Author

Wendy Almeida Wendy Almeida is Third Door Media's Community Editor, working with contributors for Search Engine Land, Marketing Land and MarTech Today. She has held content management roles in a range of organizations from daily newspapers and magazines to global nonprofits.

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6 Tips to Keep B2B Marketing Teams in Rhythm While Working Remotely

In these unconventional times, many work teams are grappling with an unconventional dynamic: fully distributed personnel and remote collaboration. This setup presents a number of challenges, but thankfully we live in a time where technology makes it easier than ever to stay connected and tightly aligned on our work. For B2B agencies like TopRank Marketing, this has always been a point of emphasis. In servicing clients from around the globe, we’re accustomed to communicating across distances, borders, and time zones. We occasionally have our own team members work from home, and in fact, we have a few who do so full-time. While having everyone in the organization work remotely is uncharted territory for us, our built-in comfort with digital collaboration gives us a head-start, and has allowed us to hit the ground running with minimal disruption to our programs and workflows. To help other remote teams that might be trying to find the right rhythm and maximize their collective productivit..

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What are the differences between B2B marketing automation platforms?

Martech: Marketing Get the most important digital marketing news each day. See terms.

What are the differences between B2B marketing automation platforms? Here's what you should look for when making comparisons between marketing automation solutions. Pamela Parker on March 30, 2020 at 3:35 pm More Marketing automation platforms form the backbone of many B2B marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication.
The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, as well as usability, ease of implementation and customer experience.
MA platforms ..

Martech: Marketing

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What are the differences between B2B marketing automation platforms?

Here's what you should look for when making comparisons between marketing automation solutions.

Pamela Parker on March 30, 2020 at 3:35 pm

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Marketing automation platforms form the backbone of many B2B marketing operations, increasingly serving as sophisticated marketing orchestration platforms. A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication.

The more basic functions of marketing automation have become somewhat commoditized, so platform vendors mostly look to differentiate their platforms based on the ability to scale, as well as usability, ease of implementation and customer experience.

MA platforms prioritize user experience

Platform vendors are also looking to differentiate themselves by offering more support for increasingly sophisticated customers who have adopted the software and who are looking to justify the investment by proving ROI.

Vendors continue to expand training programs, as well as add-on professional services available to customers, to improve platform use. Online communities – for both customers and developers – have also become increasingly important to strengthen platform support, advocacy and market penetration.

Many marketing automation platform vendors have roots in email marketing, which continues to be a core function and is often the only function that customers use. However, the platforms offer an evolving range of features, including advanced lead management, account-based marketing (ABM) tools, predictive analytics and open architectures to support the growing martech ecosystem.

Marketing automation platform users have become more tech-savvy, as marketing skill sets have evolved significantly in recent years. As marketing becomes ever more tech- and data-centric, this has led to the rise in the prevalence of the Marketing Operations specialist, combining business operations and IT skills to clean, harness and democratize data.

Account-based marketing (ABM) is increasingly replacing persona-based marketing, leading the way for greater demand of ABM capabilities among marketing technology platforms, and driving a convergence of marketing and sales. Sales and customer service professionals frequently use marketing automation platforms to better understand how customers are reacting to products and services.

The important role of third-party integrations

Most marketing automation platforms now have native integrations with CRM platforms, which is essential for ABM, as these three departments (sales, marketing, customer service) work together more to look at the entire customer experience. At the same time, with marketing automation platforms in general prioritizing user experience and scalability, there has been less of a focus on building out new technology than previously predicted.

For example, personalization is one of the biggest trends driving marketing today. But while some marketing automation platforms do provide personalization capabilities, this is not an essential feature, and can be achieved using point solutions. B2B marketers should therefore not necessarily be put off if a marketing automation platform does not provide personalization as part of the platform.

Similarly, despite a lot of hype over the last few years, artificial intelligence (AI) and machine learning (ML) have not (yet) emerged as a significant trend in the B2B marketing automation space, although some platforms do include it.

dMany marketing automation vendors offer “app marketplaces” that provide
information and support for integrating with third-party software partners. This can be an important area of differentiation for vendors, because cultivating relationships with developers who create add-ons and integration tools adds to the overall utility of the software without requiring the vendor to develop such integrations themselves. If you’re considering licensing a marketing automation platform, be sure to assess potential vendors’ efforts in this arena.

Download our martech intelligence report, a buyer’s guide that tells you everything you need to know about B2B Marketing Automation Platforms!

About The Author

Pamela Parker Pamela Parker is Senior Editor and Projects Manager at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a masters degree in journalism from Columbia University.

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Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

Retail Get the most important digital marketing news each day. See terms.

Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem As sellers try to react quickly to ever-changing circumstances due to coronavirus, logistics and channel strategies may change forever. Ginny Marvin on March 30, 2020 at 1:07 pm More “This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.
Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable s..

Retail

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Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem

As sellers try to react quickly to ever-changing circumstances due to coronavirus, logistics and channel strategies may change forever.

Ginny Marvin on March 30, 2020 at 1:07 pm

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“This is definitely a pivotal moment,” said former teacher turned entrepreneur Lisa Abel last week. Her business, selling the series of specialized classroom materials she developed, is in its second year. Abel sells exclusively on Amazon and relies on its Fulfillment by Amazon (FBA) program for all order processing and shipments.

Amazon’s decision to stop accepting inventory shipments for non-essential items to its warehouses for a four-week period has left sellers like Abel scrambling. Further, once unimaginable supply chain disruptions have rendered existing, best-practice processes anything but reliable.

‘Expect the unexpected’

“We see various things. So expect the unexpected,” said Frank Koshenash, president of Wunderman Commerce North America. “We’ve seen an essential FBA seller get disrupted because the factory is disrupted rather than Amazon. We’ve seen some [purchase orders from Amazon] come through when we would have expected otherwise. It’s hard to predict.”

Non-essential items may take a month or more to ship. “Amazon is showing our products will ship in late April or early May,” said Bryant Garvin, CMO of Groove Life, a Nashville, TN-based maker of silicon rings and watchbands. Groove Life sells via FBA on Amazon, directly on its own site and through small local businesses around the country.

Potentially crippling for sellers

“I became highly concerned about quarantining at my manufacturer and decided to restock on all of my SKUs — thousands of dollars in inventory,” said Abee “Now I’m ready to ship but have nowhere to ship to. This could be crippling on a business.”

Abel has seen demand for her products shoot up as more parents are looking for home school materials while schools are closed. Suddenly, she had no way to restock her inventory just as sales are rising. Abel’s situation highlights just how widespread the supply-chain challenges have become for merchants, regardless of where their products are manufactured.

Related: Get the Periodic Table of Digital Commerce Marketing

Chinese manufacturers, which supply most Amazon FBA sellers, were closed for seven to eight weeks starting in mid-January due to the coronavirus outbreak. Abel was insulated from those supply chain issues because all of her materials are made in the U.S. But, we are now seeing disruption across the U.S. supply chain, with slow or closed manufacturing plants and unprecedented strain on last-mile delivery logistics and resources.

Forced to rethink logistics

Abel says her constant networking with other Amazon sellers since she launched her business is paying off in this moment. She’s coordinating with her manufacturer to ship the new inventory to a company in Indiana that produces automotive goods and fulfills their Amazon orders directly. They have agreed to fulfill her Amazon orders for the time being.

“We’re recommending clients diversify fulfillment,” said Kochenash. “If they have MFN in-house or can spin it up they should consider doing so.” Companies need to consider the time and cost of setting up their own fulfillment versus waiting for Amazon’s fulfillment capabilities to normalize. “For most, the MFN option will end up being non-Prime, but that’s still better than some of the promised delivery dates that are out there,” said Kochenash.

“We are talking internally about switching to FBM [Fulfillment by Merchant],” said Garvin, as FBA fulfillment can now take weeks not days. Groove Life is fortunate that it already has its own fulfillment capabilities, plenty of inventory on-hand and can ship orders direct to customers in a couple of days. Groove Life is also fortunate that its products are small, which means the FBA storage fees it pays to Amazon are relatively minimal. Manufacturers with larger items and higher storage fees need to factor those costs into their calculations.

Renewed focus on process, channel diversification

“This is a prime example of why you have to have a channel that you own,” said Garvin. “You can control the customer relationship and aren’t at the whim of another company.”

Abel already had diversification on her 2020 roadmap, but says this experience prioritizes those efforts. While these weeks have been trying, and more challenges lie ahead, Abel is looking at the positives.

“I suddenly have to create a new business model and processes in 48-hours. Your business model is your process, so it’s really asking small businesses to redefine themselves,” said Abel. “I will know how to do FBA and FBM [fulfillment by merchant]. Those pivots will benefit us in the long-term though.”

More about marketing in the time of the coronavirus

  • How local businesses should be communicating with customers during COVID-19
  • Will Facebook's massive usage increases (eventually) turn into revenue?
  • Tell us: How are you pivoting during the COVID-19 crisis?
  • Canceling the MarTech Conference scheduled for next month and sharing our updated plans ahead

This story first appeared on Search Engine Land.

About The Author

Ginny Marvin Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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Four Opportunities for Focus to Improve B2B Marketing

While uncertainty can be distraction, now is a time for focus in the B2B marketing world. Beyond figuring out the new logistics and operations of remote work, paused marketing efforts and the urgent need to keep employees, customers and community safe and healthy, there's still a need for marketing. In fact, the areas of focus below are relevant in any time but are worth considering over the coming weeks and months. Align content strategy with the entire marketing funnel. Successful business marketers are doing more than ever to understand the customer journey and realize that in today’s environment, buyers are pulling themselves through 60-80% of the funnel with information they find on their own before ever contacting a vendor. Without real-world events and interactions, the current focus on digital engagement pushes that percentage even higher. During that self directed information gathering process, marketers have an opportunity to create content experiences that engages with ..

Continue reading “Four Opportunities for Focus to Improve B2B Marketing”

Will Facebook’s massive usage increases (eventually) turn into revenue?

Social Media Marketing Get the most important digital marketing news each day. See terms.

Will Facebook’s massive usage increases (eventually) turn into revenue? The pandemic is helping the company repair its public image. Greg Sterling on March 27, 2020 at 6:21 pm More Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”
Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking a..

Social Media Marketing

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Will Facebook’s massive usage increases (eventually) turn into revenue?

The pandemic is helping the company repair its public image.

Greg Sterling on March 27, 2020 at 6:21 pm

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Facebook has reported a massive spike in usage across countries hit by the coronavirus, which is most countries at this point. Last week the company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”

Traffic without ad revenue. But it immediately qualified that statement. The increased usage wasn’t tied to a corresponding increase in ad revenue: “We don’t monetize many of the services where we’re seeing increased engagement, and we’ve seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19.”

It’s the same story across the internet, with news publishers losing out from advertisers blocking coronavirus-related content from their ad buys, other social media sites (i.e., Twitter) and Google enjoying record traffic, but without additional ad revenue.

Prior to the outbreak, Facebook had continued to see revenue growth in the U.S. but it was suffering declining usage and engagement according to various surveys and analyst estimates. In particular, Edison Research said last year that Facebook had an estimated 15 million fewer users than in 2017. Many of the defections were from younger users who are now using other platforms, including Facebook-owned Instagram, Snapchat and TikTok.

Rewriting the narrative. However, the aftermath of the 2016 election and a drumbeat of negative news damaged Facebook’s reputation and credibility with audiences. Large majorities of Americans, according to an April 2019 survey agreed with statements: Facebook “wastes our time” (82%), “spreads unfair attacks and rumors” (61%) and “divides us” (57%).

Now with the crisis, as the New York Times writes, Facebook and big tech firms more broadly, have a chance to “change the narrative” around their companies and brands. The so-called “techlash,” like so much ad spending, has hit pause. And the big tech companies can potentially regain control of the conversation about their brands.

How Facebook (and Google) handle themselves from now until the end of the crisis will be determinative of whether they can accomplish this — using a mix of genuine empathy, targeted support and shrewd PR. This combination is perhaps exemplified by Facebook’s $100 million grants program for SMBs. (Google just one-upped the company with $800 million in direct and indirect aid to SMBs.)

Why we care. Just like Amazon is poised to win big in the aftermath of COVID-19, Facebook is positioned to benefit long term if usage and engagement persist after the crisis is over. The company’s central role in “The Great Hack” will be a dim memory, wiped clean by forgiveness during social distancing.

And when it’s all over, months from now, we’re likely to see record ad revenue driven by pent-up advertiser demand. That assumes, however, that the shelter-in-place audience continues with its renewed Facebook habit.

More about marketing in the time of the coronavirus

  • How local businesses should be communicating with customers during COVID-19
  • Amazon FBA challenges highlight broader vulnerability in e-commerce ecosystem
  • Will Facebook's massive usage increases (eventually) turn into revenue?
  • Tell us: How are you pivoting during the COVID-19 crisis?

This story first appeared on Search Engine Land.

About The Author

Greg Sterling Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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MarTech Minute: Agile CDP, AnyClip free and another event goes online

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MarTech Minute: Agile CDP, AnyClip free and another event goes online It’s nice to see martech companies giving away their products for a period to help out. Henry Powderly on March 27, 2020 at 3:32 pm More Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.
FREE FOR NOW. AnyClip has joined the ranks of platform providers, making its tool available for free during the coronavirus crisis. The platform allows publishers (or any company that produces video content) to create destinations that mimic the kind of experiences you find on popular streaming services. The platform also uses AI to pull in other video that can be syndicated into their ..

MarTech Today

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MarTech Minute: Agile CDP, AnyClip free and another event goes online

It’s nice to see martech companies giving away their products for a period to help out.

Henry Powderly on March 27, 2020 at 3:32 pm

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Our MarTech Minute briefs first appear in the MarTech Today daily newsletter. Click here to subscribe so that you can start your day “in the know” for all things martech-related.

FREE FOR NOW. AnyClip has joined the ranks of platform providers, making its tool available for free during the coronavirus crisis. The platform allows publishers (or any company that produces video content) to create destinations that mimic the kind of experiences you find on popular streaming services. The platform also uses AI to pull in other video that can be syndicated into their destinations. Why we care: Businesses are hurting – especially publishers. At the community service level, it’s nice to see martech companies giving away their products for a period to help out. Of course, it’s important to remember these deals won’t last forever, so if you fall in love with a platform – and you eventually will – how do you, say, put a ring on it? Source: AnyClip

ANOTHER EVENT GONE VIRTUAL. The global Brand Safety Summit Series has joined the rest of the event-producing world in moving its events virtual for 2020. “The present pandemic demands that we adapt how we meet — but it doesn’t diminish why we meet,” said Rob Rasko, CEO of The 614 Group and president of the Brand Safety Series.“ Why we care: We appreciate Rob (who writes for us) and support his work on the side of ad safety. Count us among the brands who overnight became digital events producers. It’s not an easy change. Source: Brand Safety Summit Series

AGILE CDP? That’s what OpenPrise is calling its latest platform for B2B marketers. Its Operprise Agile CDP claims that level of agility due to its being built on op of its orchestration platform. The CDP also claims to handle Salesforce and Marketo data in a way that other CDPs do not. Why we care: It’s hard to verify everything platforms claim in their news releases, but in a sector as hot as CDP, the orchestration elements they describe seem incredibly useful. Ask for a demo if you are shopping for one of these. Source: Openprise

About The Author

Henry Powderly Henry Powderly is vice president of content for Third Door Media, publishers of Search Engine Land, Marketing Land and MarTech Today. With more than a decade in editorial leadership positions, he is responsible for content strategy and event programming for the organization.

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Tell us: How are you pivoting during the COVID-19 crisis?

Martech: Management Get the most important digital marketing news each day. See terms.

Tell us: How are you pivoting during the COVID-19 crisis? We want to hear from our community about the creative tactics you're using to wrestle the beast of uncertainty to find small wins (for clients or staff) in these unprecedented times. Wendy Almeida on March 27, 2020 at 11:04 am More The massive disruption of COVID-19 is forcing many of us to pivot and rethink everything we do. And right now, everyone in our community needs fresh ideas on how to manage every aspect of this overwhelming situation.
That’s where you come in. We’re looking for tips on how to work through the varied challenges so we can learn from each other and offer some hope for control (even if small) during this uncertain time.
Share your creative thinking on managing your work – it..

Martech: Management

Get the most important digital marketing news each day. See terms.

Tell us: How are you pivoting during the COVID-19 crisis?

We want to hear from our community about the creative tactics you're using to wrestle the beast of uncertainty to find small wins (for clients or staff) in these unprecedented times.

Wendy Almeida on March 27, 2020 at 11:04 am

  • More

The massive disruption of COVID-19 is forcing many of us to pivot and rethink everything we do. And right now, everyone in our community needs fresh ideas on how to manage every aspect of this overwhelming situation.

That’s where you come in. We’re looking for tips on how to work through the varied challenges so we can learn from each other and offer some hope for control (even if small) during this uncertain time.

Share your creative thinking on managing your work – it can be client-facing or something you’ve tried with your staff.

We’ll highlight the best on our site and include an excerpt in our newsletter.

Here is an outline to follow:

  • Concisely describe the challenge (big or small, we’re interested in it)
  • Explain the solution – and make it easy to follow
  • Share how the solution impacted your work (even if only in a small way)

If you would like to contribute your ideas, please fill out this form.

About The Author

Wendy Almeida Wendy Almeida is Third Door Media's Community Editor, working with contributors for Search Engine Land, Marketing Land and MarTech Today. She has held content management roles in a range of organizations from daily newspapers and magazines to global nonprofits.

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Channel: Martech: ManagementCoronavirusMarketing Strategies Column

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Did you know that users’ gazes follow a pinball pattern?

SEO Get the most important digital marketing news each day. See terms.

Did you know that users’ gazes follow a pinball pattern? Eye tracking studies uncovered a “pinball pattern” in users’ gazes. Lauren Donovan on March 27, 2020 at 11:00 am More Adopt a dog. How to care for a dog. Buy dog food. Unique searches that generate different layouts and types of displays. The inconsistencies in search results pages are forcing users to review the page before jumping in and making a decision.
This results in the uncovering of a “pinball pattern” in eye movement. This eye-catching trend (pun intended) is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More.
Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platf..

SEO

Get the most important digital marketing news each day. See terms.

Did you know that users’ gazes follow a pinball pattern?

Eye tracking studies uncovered a “pinball pattern” in users’ gazes.

Lauren Donovan on March 27, 2020 at 11:00 am

  • More

Adopt a dog. How to care for a dog. Buy dog food. Unique searches that generate different layouts and types of displays. The inconsistencies in search results pages are forcing users to review the page before jumping in and making a decision.

This results in the uncovering of a “pinball pattern” in eye movement. This eye-catching trend (pun intended) is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More.

Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platform company profiles and the software they offer, including a discussion of the latest functionality that distinguishes the leaders from the stragglers.
Download the report today!

About The Author

Lauren Donovan Lauren Donovan has worked in online marketing since 2006, specializing in content generation, organic social media, community management, real-time journalism, and holistic social befriending. She currently serves as the Content Marketing Manager at Third Door Media, parent company to Search Engine Land, Marketing Land, MarTech Today, SMX, and The MarTech Conference.

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Channel: SEOSEO — Search Engine Optimization

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