2022年12月1日

________欢迎来到MarTech系列聊天，Tal。告诉我们你自己和你在Relay Network的角色……我们也很想知道Relay Network的核心产品!大家好!我来到Relay，是因为在全球陷入COVID-19封锁之际，我看到了品牌与客户更好地进行数字互动的巨大机遇。Relay通过订阅来实现有意义的数字互动的独特方法对我来说真的是弥合数字关系鸿沟的最佳方式。简而言之，中继提要利用社交和新闻提要的参与能力(就像你在TikTok或LinkedIn上看到的那样)来改善企业及其服务对象的客户参与体验。feed以当今数字用户熟悉的方式传递内容，只有当算法识别出高度相关的参与机会时，才会催化用户参与。最近，我们推出了Relay IQ，这是一款使用机器学习和客户交互数据的新产品，可以进一步定制Relay feed上显示的内容。现在我已经在这里工作一年多了，我已经看到了不同的feed在减少品牌产生的噪音方面所产生的差异——在客户最有可能发现有用的时候，把最相关和最吸引人的内容放在他们面前。带我们看看Facebook /谷歌/ Instagram等平台上的一些最新算法变化，你认为营销人员应该更多地了解这些变化……社交媒体平台意识到，在提供真正有意义的内容和令人上瘾的内容方面，算法已经达到了极限。 If the goal is to create a feed that is truly personal (as opposed to “personalized”), then the user should feel like the feed is meaningful rather than just informative or interesting. As they evolve, each platform (including our Relay’s own) is making changes that allow people to provide enhanced feedback on what they like or care about, rather than putting all of their trust in the algorithm to make those decisions for them. What are some of the things that marketers need to be wary or more focused about when it comes to meeting content requirements to feed algorithms? Most of the time when I see bad content on good channels it’s because the content creator was too focused on tactical outcomes, instead of enhancing a long-lived relationship with each customer. When our clients ask me about best practices for content, I tell them: How is this content relevant to the customer’s journey — that is, will they find it useful? How will this content elevate the value of your brand to your customer’s life? What business outcome is this content tethered to — revenue generation, customer sentiment, cost to serve, or something else? Without clear answers to those three questions, I believe content strategies are in danger of driving customer disengagement and dormancy. What can marketers do to stay atop of constant changes to feed formats / algorithms? Follow the data! Be careful of cognitive bias when developing content or journeys, and make sure to create and deliver content that is informed by outcomes rather than KPIs. Above all, content that is relevant and personal will always find a way to the end user. By considering how your content will be meaningful to users, it’s possible to stay ahead of algorithm changes. A few thoughts on the future of social marketing and how the above will impact the growth of these channels? Social marketing is on the precipice of commoditization, but content will always be king. To the platforms with the best, most personally meaningful, and interactive content go the spoils. In other words, personalization is what will drive the future of social marketing. Social media has shifted from a one-size-fits all mentality to become more targeted and personal for users — that’s why up-and-coming platforms like BeReal have skyrocketed in popularity. Some last thoughts on the future of martech and B2B marketing? At the risk of sounding like a broken record, the brands delivering the most meaningful content over the most engaging channels are the ones who will succeed in creating customers for life.