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The following is a transcription of the Tailwind Flash Briefing published November 4th, 2019. To listen activate through the Amazon Alexa Skill store.

Or listen directly here:

Tailwind Digital Minute Flash Briefing for November 4th, 2019

Have you ever wondered how you can really break the ice with consumers on Facebook? Have you ever thought about why Google hasn’t entered the wearable technology world? How about how important is the quality of your data to the general marketer? If so then boy do we have some great stories for you.

Coming up in this flash briefing, we’re about to break down each of those questions and the latest marketing news that’s going to shake up the digital world.

I’m Harrison Sharp, one part of Tailwind’s incredible intern team, and joining me this week in hosting the Tailwind Digital Minute is our incredible media analyst, Priscilla Plazola. Now, without further ado, let’s dive into these news stories by starting with Facebook’s latest developments.

Facebook Icebreakers Help Brands Connect With Consumers

Facebook’s deep in the people business and, to support that, they’re giving brand’s the opportunity to open up conversations now with their own messaging icebreakers. 

That’s right, Facebook is now going to be helping you start conversations with the consumers you’re trying to reach through messaging. 

Via the API, brands will now be able to set their icebreakers to their messenger profile to help reduce the friction of conversations by surfacing common questions. 

Questions like “where are you located?” or “what are your hours today?” are also going to be answered through automated responses, allowing you to focus on the information that really matters. 

They’ve also announced capability updates that will allow brands and marketers to see user reactions to their messages, such as a smiley face to a delivery message.

Really they’re just working to make speaking to a consumer a simple and organic process that will support brands, most specifically, by saving time and smoothing out the awkward portions of speaking directly to your clientele.  

Google's Ready To Take On The Wearable Tech World

Onto Google, it’s clear now that they are really trying to ramp up their investments into wearable technology with news of a deal to buy Fitbit breaking last Friday. 

Alphabet, Google’s parent company, is on track to purchase Fitbit for $2.1 billion as a result of Android wearable devices’ inability to keep up with Apple Watch sales. It’s important to point out that Apple Watches are the dominant force in the market besides one other device… Apple’s AirPods.

Google is intending to build upon the technology already present in Fitbit watches to create what’s been dubbed by Search Engine Land contributor, Greg Sterling, as being “like the Pixel Phone for wearables.” 

Meaning that the Fitbit successor is going to feature Google Assistant as the main component and selling point. 

This isn’t just another consumer trinket though, this is Google’s biggest push yet to create and cultivate a cross-platform user experience with a conversational UI. 

It also means voice search is going to be a key component of just everyday life with the service being as simple as raising your wrist now to learn whatever you’re dying to know.

Comscore Report Reveals The Surprising Attitudes Around Poor Quality Data

Shifting gears here, I want to talk about some of the surprising findings from a new Comscore report regarding poor quality data. For this report, Comscore created a whitepaper that investigated the importance of accurate and trusted data.

More recently, there have been fundamental shifts in the way marketers use and trust data when crafting their advertising strategies. This is no surprise as we have seen big players, like Facebook, experience massive trust issues in the way their users data is distributed.

According to VP of Sales at Comscore, this distrust is apparent among marketing professionals and he states that, “Some marketers might be apprehensive about using third-party data sources due to issues around trust”. 

In fact, in their study, Comscore found that a fifth of marketers believe that there would be “no significant impact” if they used poor quality data. I don’t know about you, Priscilla, but this stat blows my mind.

I completely agree. Being in the marketing industry, its concerning to hear that 20% of individuals in this same space are okay basing their decisions off of incorrect data.

Exactly. We would hope that the percentage would be close to 0 as data plays such an impactful role in creating effective marketing strategies.

Maybe that’s just yet another detail that makes Tailwind a true standout in the performance marketing industry.

Well, that pretty much covers all three of the topics we really wanted to share with you today. Be sure to head on over to FindYourTailwind.com/blog today to see a full transcript of everything we went over today as well as links to further resources. Until next week, I’m Priscilla Plazola, I’m Harrison Sharp, and thanks for listening.

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