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Media Company Uses AI to Engage with Consumers at Scale via Social Channels
Respondology, a patented new Cost-Per-Click (CPC) media platform that turns social channels into a search-like advertising medium with measurable ROI, announced that it will formally launch at Advertising Week 2017.
Respondology’s team has coined the phrase Reply-Based Advertising to describe the new platform. Respondology scans the content of millions of social posts each day to identify customer sentiment and intent, and replies with marketing messages in real-time. The platform combines the best of automation and human review to enable one-to-one interactions with consumers at mass scale. Respondology’s efficient management tools enable marketers to easily estimate, build and optimize ROI-positive campaigns using key phrases, keywords, and emojis.
The platform combines the best of automation and human review to enable one-to-one interactions with consumers at mass scale. Respondology’s efficient management tools enable marketers to easily estimate, build and optimize ROI-positive campaigns using key phrases, keywords, and emojis.
“Social media has been primarily used by brands for customer service, fan engagement, or to broadcast ads to targeted demographic, behavioral or social-graph based groups,” said Erik Swain, President, Respondology.
“Unlike current targeting tactics, Respondology engages individual consumers based on just-posted wants and needs. Someone who says they’re hungry. Someone who says they want an iced coffee. Someone who just said they’re looking for new music or a video game. Someone who says they want to escape the urban jungle for a sunny beach,” Swain continued.
“We can deliver personalized one-to-one ads in real time based on how people feel, not just based on behavioral data or a specific term in traditional keyword search.”
Respondology is proving useful for advertisers who are seeking performance similar to non-branded search, but with less risk. Initial beta campaign click-through-rates range from 15%-30% for brands across multiple verticals, including restaurant, retail and travel.
Respondology’s ads are sent organically from brands as a direct reply to a consumer’s social post, not as a sponsored post or ad-served unit. Similar to Google’s AdWords product, ad copy is pre-approved by brands and agencies, and is then pre-loaded into phrase and keyword-specific ad groups that best capture the consumer’s need state.
All consumer-generated posts that are the source of Respondology’s ads are subjected to a powerful two-stage QA process before being classified as available advertising inventory. The posts are first filtered for intent and brand safety by Respondology’s AI, and are then reviewed and approved by Respondology’s U.S.-based QA centers.
“Our campaign with Respondology marks the first time social listening and response automation has been truly effective for us at scale,” said Mikey Kilun, Senior Director of Digital Strategy, House of Blues Entertainment, a division of Live Nation. “Respondology has provided an opportunity to push all our various lines of business in a personalized and contextual way, driving both brand awareness and ticket sales for House of Blues Entertainment venues,” he added.
Respondology also provides best-in-class reporting technology with dashboards that display real-time data, including replies, clicks, and conversions by phrase and keyword.
Boulder Heavy Industries, a Boulder, Colorado-based digital advertising holding company and incubator, made a controlling investment in the company last fall. With more than a decade of experience bringing disruptive thinking to digital, Boulder Heavy Industries provides capital, facilities, and business operations support to its portfolio companies. Following Boulder Heavy Industries’ investment, Ad Tech veteran Erik Swain was named President of Respondology.
“Respondology is the first paid social media platform we’ve seen that is capable of driving a high volume of click-attributed conversions,” said Adam Edelman, Chairman, Boulder Heavy Industries. “Its powerful combination of intent-based search and direct messaging is sure to become a valuable part of media plans large and small,” he added.
Respondology President, Erik Swain and House of Blues Senior Director of Digital and Social Strategy, Mikey Kilun, will present the Respondology product and a proof-of-concept case study to brand marketers and agencies at Advertising Week NYC on Tuesday, 26 September at 10 a.m. ET on the Tech Xperience & Workshop Stage.
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