Sales and marketing automation company Drift today announced the acquisition of Siftrock, a Seattle-based company that focuses on email reply management. Financial terms of the deal were not disclosed. Siftrock will continue to sell its standalone service, but the technology will also be used to power Drift Assistant for sales reps and marketers. The new Drift Assistant operates on the backend and will look through your calendar, emails, CRM data, and previous Drift Chat transcripts to surface information during conversations with customers or to help prioritize actions throughout the day. “It looks through all that stuff and ties it together to figure out who do you have scheduled for your meeting, what do you have to take actions for. It looks into traditional CRMs like Salesforce and others if they need to and then puts that all together and bubbles that up to the sales rep,” Drift CEO David Cancel told VentureBeat in a phone interview. The Drift Assistant is preceded by … [Read more...] about Drift acquires Siftrock to power its new sales and marketing assistant
Advertising and marketing
Reuters / Brendan McDermid Roku's future is in advertising, and it wants to own as much of the connected TV ad ecosystem as possible. That's leading Roku to throw its weight around with publishers and advertisers – borrowing tactics from the "walled garden" playbooks of Google and Facebook. The streaming TV company has a strong position. But Amazon is gaining steam with Fire TV and could build an equally powerful 'OTT' ad infrastructure. Roku has made it very clear of late. The company best know for selling inexpensive hardware to help cord-cutters stream video on their TVs sees its future as an advertising company. And to secure that future, Roku is playing hardball with partners and advertisers, say people who work directly with the company. Specifically, it wants to control as much of the advertising infrastructure on its devices (and smart TVs that employ its software) as possible, including the data used to target people with ads as well as the data derived from … [Read more...] about Inside Roku’s battle to control the future of TV advertising — and why it better watch out for Amazon
ATLANTA--(BUSINESS WIRE)--May 17, 2018--Emotion artificial intelligence (AI) company Truthify today revealed a first-of-its kind, short-form video messaging application to help brands, marketers, media and advertising agencies, political campaigns and civic leaders gather at-scale audience feedback that is immediate, authentic and actionable. What if you could measure the subconscious emotional reaction to questions, ideas, content, products or people?This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180517005108/en/Truthify enables insight-driven decision making and planning while engaging audiences, stakeholders and buyers in a completely different way. Anyone that wants to identify emotional reactions to their message or content can use Truthify to upload or record a video and send it to an endless number of recipients. The recipient watches the video message after enabling camera permissions, and then the app uses Emotion … [Read more...] about Truthify Emotion AI Application Offers Actionable Feedback to Brands and Marketers Based on Audience Emotional Reactions
SHORT HILLS, N.J.--(BUSINESS WIRE)--May 3, 2018--A commissioned study released today, conducted by Forrester Consulting on behalf of Dun & Bradstreet has shown that, while sales and marketing teams put a high priority on using data and analytics to improve their business, most are not doing it effectively and lack a consistent data structure to link systems, making it difficult for teams to activate campaigns in a scalable way. The study surveyed 500 B2B business professionals with responsibility over customer/prospect data strategy or management at their organization and included 268 leading firms (those with above-average scores across the 15 competency areas the survey measured) and 232 lagging firms (those with below-average scores).Although only 52 percent of decisions are currently based on data, the survey showed that the number one priority for sales and marketing teams over the next year is to increase their use of data and analytics to better meet business … [Read more...] about Sales and Marketing Teams See Higher Returns with Effective Data Activation, According to Independent Study Commissioned by Dun & Bradstreet
In today’s fast-changing and heavily automated advertising marketplace, it comes as no surprise that advertisers and publishers are now faced with an increasing amount of vendors and intermediaries at all stages of the ad campaign process.This increasingly saturated trading environment is inevitably making it harder for companies to trade both directly and efficiently and has instilled a somewhat greater risk of both buyers and sellers incurring hidden costs when completing transactions. This issue has caused a widespread lack of transparency over exactly where budget is being spent and with whom, which is now leaving advertisers unsure of exactly where their ads are being delivered and publishers unclear about who it is they are trading with.With global digital advertising spend now expected to soar by over 44 per cent to around $335.5 billion by 2020, the industry will undoubtedly continue to see a growing number of new entrants looking to capitalise on its rapid growth, making … [Read more...] about How could blockchain bridge the gap between advertisers and publishers?