This week in martech
News from Sprinklr, Moxtra, Campaign Monitor, Infutor and the USO.
Sprinklr to partner with Quora
Enterprise CX management platform Sprinklr this week announced a partnership with Q&A website Quora to bring Quora insights to brands and put brands in front of Quora users.
More than 300 million users per month consult Quora, including a high proportion of management level users with high purchasing power. By integrating Quora with its Modern Research tool, Sprinklr will be able to ingest real-time data on Quora content, enabling brands to engage with Quota users, detect brand risk problems, and enhance marketing efforts by understanding questions users are asking about the brand.
Why we care. There’s more to the global social conversation than Facebook and Twitter; combining Quora data with the social data Sprinklr already gathers is an imaginative move.
Gauging the digital resilience of SMBs
The arrival of the pandemic, and the drastic reduction in opportunities for face-to-face engagement with customers, saw SMBs in particular scrambling to enhance their digital offerings. While many consumers instinctively want to support small and local businesses, especially in the time of crisis, they’re also looking for a good digital experience.
A new survey by customer engagement platform Moxtra assessed digital resilience in the small business space. Based on discussions with 1,500 SMB staff members and 1,500 SMB customers, the survey found that:
- Over 90% of SMBs adopted new technologies this year;
- 66% of customers said the pandemic made them more likely to support small businesses; but
- 84% of customers insisted that digital capabilities were a requirement.
Why we care. We’ve seen reports all year about big box retailers and other enterprise-scale corporations profiting under the pandemic, a healthy SMB sector is vital to the economy — and a smart shift to digital could even help level the playing field.
Campaign Monitor releases new features
Email marketing platform Campaign Monitor this week announced the release of two new features, Link Review and My Branded Templates.
Link review provides automated alerts for any broken, missing or incorrect links in outgoing email campaigns. My Branded Templates allows users to automatically set up brand consistency by pulling in logos and colors directly from an input brand URL.
Why we care. Brands are leaning heavily into email to reach customers in this almost-all-digital marketing environment. Consistent branding and fewer errors in content should help generate and maintain engagement.
Bridg CDP adds Infutor identity data
Bridg, a CDP offering focused on brick and mortar retailers and CPG brands, will be ingesting consumer identity data from identity management and resolution platform Infutor. Bridg derives anonymous, privacy-safe profiles from POS transaction data and a proprietary survey of 250 million-plus U.S. consumers. The profiles are appended with purchase history, demographics, socioeconomic and predictive attributes.
Infutor’s contribution will include hashed emails and mobile ad IDs to further help Bridg clients identify and understand their customers.
Why we care. The kind of first-party data platforms like Infutor can add to consumer profiles will be increasingly important as brands and advertisers rely less on cookie-based tracking.
USO uses audience segmentation to plan its holiday virtual events
As the sacrifices of those who paid the ultimate price were recognized on this Pearl Harbor Day this week, the USO continues to show why it has become a leader in hosting virtual events by using audience segmentation to please all demographics with the announcement of its USO Holiday Programming.
The USO has a variety of audiences to satisfy, from military personnel aged 18 to well over 50, to military spouses and their children located all across the globe. The USO is in the middle of their Holiday Military Virtual Programming (MVP) Series through December 11 that features a wide variety of stars including WWE’s Mike “The Miz,” TV star Kristin Cavallari, musician Jessie James Decker and a holiday favorite, “A Christmas Story” star Peter Billingsley.
“We know a lot of military people can’t go home for the holidays, or their family can’t travel to see them, so we have to try to make it up with programming that touches all audiences,” said USO Senior Vice President of Operations, Programs and Entertainment Christopher Plamp.
To further meet audience demand, the USO has started hosting events on Switch. For the annual USO MVP Holiday Special, made famous by Bob Hope which will be broadcast on the USO’s Facebook and YouTube platforms, will star sports legends Rob Gronkowski and Terry Bradshaw as well as Broadway star Idina Menzel, more recently famous for her popular GEICO commercial.
Why we care. Not only is the USO doing work for a good cause, but they are providing an easy and accessible template of how to program virtual events to meet a wide range of audiences.