🔊 Will Vine successor Byte knock TikTok down a notch?

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Plus, different facets of artificial intelligence explained.

Jan 28, 2020

Good morning marketers, remember Vine, the popular short-form video app that shut down in 2016?

Well, it’s back… Sort of. Dom Hofmann, the co-creator of Vine, has built what many are calling Vine 2.0. Its official name is Byte, and it launched Friday evening for iOS and Android devices. Byte lets users shoot or upload 6-second videos that play on a loop, much in the same vein as TikTok. The app has all the standard fixings of a social platform, including a home feed, explore page, notifications, and profiles, but currently lacks some of the more advanced creative/editing tools that are a staple for other video sharing apps.

Byte is still ironing out some technical kinks and is working to address spam issues, but that hasn’t stopped new users from getting onboard. Immediately following its launch, Byte jumped to the #1 spot in the iOS app store, taking the place of TikTok. While the end value of Byte might look totally different from TikTok, a video-sharing app is a video-sharing app. If it’s going to survive, Byte will need to show some serious revenue-generating capabilities (in the form of an ad offering, perhaps?). Social marketers: get in while it’s still early.

Let’s talk intelligence. Marketers from across all industries have widely embraced tools and solutions boasting artificial intelligence (AI), machine learning (ML) and deep learning (DL) capabilities – but what does it all really even mean? These phrases are often used interchangeably by martech vendors to describe their solutions, leading to confusion around their actual meanings – and conflicting expectations for users. From AI to DL, we broke down the different areas of artificial intelligence to help marketers make better-informed martech decisions. Understanding the key differences in each area can enable marketers to ask the right questions to the right vendors selling these solutions.

There’s more below, including a Pro Tip on developing a response strategy for online reviews, and a look at how marketers are taking on more CX initiatives.

Taylor Peterson,
Deputy Editor

Pro Tip

Develop a response strategy to online reviews

“The first step to your online response strategy should focus on internal response guidelines. This will provide your team with a framework of what they can and can’t say for any potential positive or negative review, and lend a sense of consistency to your responses,” explains Bailey Gray of REQ.

“Next, your escalation plan should clearly define when to escalate an issue, who to include, and how to respond. When responding to reviews, consistency is also key. Don’t just respond to negative reviews, give your positive reviewers some love too. If time allows, a custom response is always going to go further with a customer. They can tell the difference between a copy/paste template and a heartfelt, custom response. And don’t forget to thank ALL of your reviewers for their feedback, whether good or bad. Also, take time to find a resolution and turn a negative experience into a positive one. By righting a wrong or showing that you care, not only can you retain a current customer but you show a potential customer that you’re responsive and care about your customers’ experience.”

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Indicators

Gartner report: Marketers are owning CX initiatives

Gartner surveyed 400 executives last year who were either CX leaders or supported CX programs. Of the four specific areas of CX outlined in the report — voice of customer, defining customer personas, customer journey mapping and user experience — marketers were more likely to take ownership in all four areas. More than half of the respondents who took full responsibility for voice of customer and customer personas were marketers.

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