🔊 Customers want live support texting | Marketers invest more in privacy

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Plus, LinkedIn adds new features to Sales Navigator.

Feb 13, 2020

Good morning marketers, are you ready to offer live support via text?

Customers want more text-based customer service channels, and most would rank “human interactions” above technology-enabled experiences, according to a recent survey from customer experience platform UJET. When asked about customer support preferences, 72% of consumers said having the ability to text with a live agent in real-time would improve their overall customer service experiences. For marketers, a key ingredient in building a holistic customer experience means giving customers different ways of contacting your support teams.

Texting is one thing – but do you know what else customers like? Privacy. Marketers are investing more in protecting user data in the coming year, new research from Braze shows. Seventy-one percent of marketing executives surveyed said they expect their company’s investment in data privacy to increase this year. With GDPR and now CCPA, there are real legal and financial incentives for companies to prioritize data privacy. Further, 84% of consumers said they declined to do businesses with companies that required too much personal information. Three out of five said they have deleted apps from their phones due to privacy concerns.

This week, LinkedIn rolled out several new features for Sales Navigator to make it easier to add leads from the sales prospecting platform to Salesforce, share content within a Sales Navigator account, get alerts when a company account shows signs of growth and more. The new features are designed to streamline sales tasks and create more efficient workflow processes for sales teams using LinkedIn for identifying and prospecting new customers.

Don’t forget there’s more news below, including YouTube’s latest efforts to help creators make money.

Taylor Peterson,
Deputy Editor

Soapbox

Does the demise of third-party cookies mean we’re back to the future?

The ad tech ecosystem is all atwitter over Google’s decision to eliminate third-party cookies from Chrome.

It’s bad news for those who monetize ads on sites with content of questionable value, often authored by automation. It’s also bad news for the ad tech industry that has taken 40% off the top by facilitating buying on those sites.

Oh, and it’s also bad news for agencies that will find media buying in a cookie-less world more costly less efficient. Who knows? Maybe buying media will become a creative profession again.

The winners? Brands and publishers.

Brands win because they’ll know their messages are appearing on sites publishing brand-friendly editorial and attracting quality audiences. They’ll spend more time being creative and less trying to verify that people actually engaged with their messaging.

Content publishers that invest in quality editorial in a brand-safe environment will also win in attracting loyal and engaged readers. Programmatic buying of inventory through marketplaces is likely to play a role, but the days of blindly buying low-cost inventory on low-rent sites may be ending.

Am I just nostalgic for the good old days? Or is this truly Back to the Future?

– Chris Elwell is the CEO of Third Door Media

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Social Shorts

YouTube tests a donate feature for creators, WhatsApp hits a milestone

YouTube mirrors Twitch with new donate feature. YouTube is testing a clap feature that lets fans donate to creators, the Verge reported yesterday. Officially referred to as “viewer applause,” the feature allows people to purchase a clapping animation that appears over the video they’re choosing to support. The animation is only shown privately to the buyer. While Twitch doesn’t have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch’s streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue).

WhatsApp hits 2B users, emphasizes privacy focus. The Facebook-owned messaging app announced on Wednesday that it has officially amassed 2 billion users, becoming only the second social media platform in the world to do so. WhatsApp didn’t specify how it calculated the number of users, but in 2014, when the messaging platform was first acquired by Facebook, it had 500 million users. The platform reiterated its privacy efforts, stating, “We will not compromise on security because that would make people less safe. For even more protection, we work with top security experts, employ industry leading technology to stop misuse as well as provide controls and ways to report issues — without sacrificing privacy.”

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