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The tools that are being used by marketers in 2017

Throughout this year, marketers have an interest in betting on the new features offered by the web to have more prospects.


Content is always used for marketing professionals

Since the emergence of new technologies offered by the web and the habit of Internet users to look for information on the web, content has become a king. Indeed, it is the path by which professionals and companies contact their future customers. To do this, marketers use blog posts, e-mails, computer graphics, images and videos to inform, entertain and educate these prospects to adopt their products and services.

The latter are subtly offered to enable them to solve their daily personal or professional problems. The periods when clients were approached on the streets or door-to-door, also known as personal selling, are over. These methods are now regarded as aggressive and intrusive. Time is, therefore, for listening, giving advice and tricks to get their attention.

Prospecting e-mail is as effective

Prospecting e-mail is another tool used by marketing professionals to increase their sales figures. Consumers say they are sensitive to it and can easily switch to purchasing when they are offered discounts, especially by well-known brands. Companies must use it, regardless of the age range of the prospects to be reached. Moreover, it has been proven that these rebates are the first factors that induce these consumers to buy the proposed product. The reputation of the brand comes in second place, followed closely by the ease of transactions and the possibility of conducting them online.

In B2B, the White Paper is an additional tool

With the emergence of mobile terminals and the nomadic tendency of customers, B2B (Business to Business) marketers are struggling to adapt. Certainly, their old strategies still work, but differently. This is where the white papers come to help them, these can be opened and read on any type of mobile devices whether it is smartphones, tablets or laptops. With these e-books, it is easy for marketing influence to educate prospects. As well as future customers who generally rely on the advice and recommendation of third parties before crossing the buying line.

The slogan is thus to make influence marketing its ally on condition of being very explicit, but not boring in the drafting of these white papers.

Bing Ads competitiveness statistics are a valuable aid

With the new Bing Ads feature, marketers can see the effectiveness of their advertising campaigns in real time. These are online competitiveness statistics in which search engine users can integrate “competitive parameters” or “voice-sharing settings”. This allows them to see the online performance of their marketing campaigns to improve what needs to be done in the event of problems. Simply log in to your Bing Ads account, enter Account Summaries, Campaigns, Ad Groups, or Keyword Grids and click the Columns button. From there, it is possible to add any combination of metrics in the Competition or Part of Voice section and click Apply.

Google also gets its Gmail version for enterprises

On its part, the Mountain View firm proposes to align the version of Gmail for companies and the general public. Both will no longer effectively serve as the basics for custom ads, the settings set by the users will instead take care of them. A user of Gmail can thus disable personalized ads, a factor that marketers must now take into account.

Pinterest protects accounts with two-factor authentication

If marketing professionals also use Pinterest in their advertising campaigns, they also have an interest in protecting their accounts from malicious actions. The platform has just deployed its two-factor authentication functionality. This is allowing users to secure their accounts via a verification code every time they log on. Like Mark Zuckerberg’s social network, this authentication sends a code via a text message that must then be entered to open the account. This security helps marketers protect sensitive data from the companies they work for.

Messenger makes conversations with prospects more fun

The latest update of Messenger also allows marketers and customer service companies to make less monotonous and more fun their conversations with prospects. Indeed, animated reactions, filters, masks, and effects have just been integrated, functioning like emoticons, but applying directly to the images of the interlocutors.

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