We all know that apps collect our data. We also know that just about no one reads the existing and very long privacy policies that are full of legal jargon to see exactly what is being done with our data. So late last year, as part of iOS 14 and iPadOS 14, Apple set out to rectify that. They introduced a new requirement for all software developers that publish apps through its App Store that they must include privacy labels. These look a lot like nutrition packages that are printed on the side of food packaging. The new labels indicate in an easy-to-read format exactly how data is going to used.
- Privacy Label — already released, it requires every app to give users an easy-to-view summary of the developer’s privacy practices that includes how an app uses their data — including whether the data is used to track them, linked to them, or not linked to them.
- App Tracking Transparency — set to be released this spring, it requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies.
The new privacy labels began appearing in the App Store in December 2020. At top-of-mind for advertisers is whether or not the new privacy labels will influence users’ choices and how this will influence their digital advertising strategy, potentially limiting campaign measurement and attribution on Facebook. Will the new requirements stop users from downloading the app? We don’t know yet.
When a user opts-out of data tracking, that means apps cannot gather data to share with data brokers. What this trickle-down effect means for digital advertisers is that there is less robust data to back targeted advertising. And, data brokers are just the beginning. There is a vast network of apps, social media companies, websites, etc., that rely on capturing vast amounts of user information across different platforms. According to Apple, the average app has six trackers, which in most cases allow third-party data collection and link data from many different sources.
While the scope of these changes and their affects are far reaching, entangling the entire mobile-app ecosystem, many advertisers are looking for alternatives – as they rely on Facebook to run and personalize ads on their own platforms and other third-party apps.
Most recently, Facebook responded to the Apple changes saying it would shutter conversion-lift studies, instead providing “alternative options to help you effectively test and optimize your ads in response to the limitations resulting from Apple’s updates.” These studies were used test and control groups to measure returns on ad campaigns. They also helped advertisers gauge a user’s propensity to buy after seeing ads on the platform. Without targeted ads and lift tests going away, small businesses won’t be able to reach their customers as well as before. Some are predicting a regression in the industry and a return to older measurement techniques like geo matched-market testing. I have seen rumors online that Facebook is running a beta test for such a tool.
As with all change, not every outcome is necessarily bad. These privacy changes could lead advertisers to engage in different approaches like media-mix modeling and insight garnered from a variety of sources. Facebook’s look-a-like program is an excellent targeting strategy. Building a database and using e-mail is a tried-and-true retargeting method of reaching customers and prospects.
If you need assistance navigating through these changes, let’s talk.
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What are you doing that’s effectively driving web traffic and creating quality leads? Share your tips with us!
Today’s marketing executives live in a very dynamic business environment and face new and complex challenges. Among these challenges, there are three that I believe are most prevalent. The primary challenges facing sales and marketing executives today are digital integration, meeting marketing ROI objectives, and customer experience.
Let’s take a closer look at what’s involved with each challenge.
Challenge #1: Digital Integration
The reason digital integration is such a challenge is because marketing operations leaders are often not up to speed on the technology needed to fully bring their organizations into an optimized digital environment. Digital transformation is a necessity for B2B marketing operations and requires multiple marketing technologies.
Challenge #2: Meeting Business ROI
There is often a critical gap in business accountability when it comes to marketing operations. However, with increasing availability of financial metrics accountability, the position of the marketing executive has now become more and more relevant in the boardroom. We’ve moved from marketing being viewed as a nicety line item on the budget to a powerful and far more respected driver and supporter of the company’s revenue growth strategy. Marketing is now considered a must-have for overall business success.
Challenge #3: Customer Experience
Marketers’ new battleground is customer experience. Businesses are now required to pay attention to the experience they are delivering to their customers and would-be customers. The reason? Good customer experience pays in a major, major way. Nothing matches the success of a good customer relationship, and today’s technology gives customers ownership over their experiences. So, smart businesses are responding by becoming far more customer-centric. This means their marketing operations are driven by corporate strategy and operationalized by people, data and technology. This combination delivers a customer-centric approach that delivers real business results.
To be a successful marketing executive, these three primary challenges must be faced head on. This will enable you to transform your marketing operations into a strategic one that is primed to meet today’s challenges with forward-thinking, effective solutions.
Mobile World Congress 2018 is taking place in Barcelona, and there have already been exciting announcements from participants. The one that caught my attention is 5G, the latest generation in wireless connectivity.
Research conducted by Pew Research Center showed that one in every 10 adults in America use the Internet via a smart phone only. They don’t have or use a home high-speed Internet connection. 5G to the rescue!
5G is simply the fifth generation in wireless connectivity technology. It was designed to meet the needs of a growing number of mobile Internet users. 5G provides better speed, enhanced data management, greater responsiveness, and connectivity to smart devices.
What 5G Means for Marketers
Consumers use their smart devices to seek information and content. The faster mobile Internet speed brought by 5G means a significantly decreased load time, which will lead to even more mobile usage. This continued increase in smart device usage means Google and other search engines will have to address mobile search patterns and how to improve upon them and to deliver an enhanced mobile-specific experience.
The connectivity of our smart devices and the growing usage inspired 5G. Look for even greater connectivity in smart devices and more voice-activated options. 5G will influence how consumers interact with their smart devices and how we communicate with them. It seems we are heading toward the ability for brands to communicate with consumers directly through their appliances. It’s an exciting new world!
I came across this infographic by film editing simplifiers Filmora that lists nine trends we marketers should keep an eye on in 2018. A few that got my attention:
- Video, especially livestreaming, is watched three times longer than regular videos.
- 30% of our chat conversation will be with chatbots in 2018.
- Increased brand participation in “dark social” or platforms not publicly visible, like the messaging apps WhatsApp, Messenger, and WeChat.
To see all nine trends to watch for in 2018, here’s the infographic.
The 2017 Franchise Leadership Development Conference was held October 11-13 in Atlanta, Georgia. Each year, Franchise Update Media works with a team of highly respected researchers to personally evaluate various participating franchise sales organizations and awards franchise winners in several categories at this well-attended event.
Walking away with the Star Award for Best Social Media Presence is Capriotti’s!
“I want to thank everyone on the Producers team for their hard work over the past year. You are great partners and do such an amazing job each week promoting our brand on social media platforms and creating effective content. We could not have won this award without your team.” Bruce Evans, Capriottis – VP of Franchise Development
E-mail marketing is a very effective way to both drive and nurture leads. However, it can be difficult to generate ideas, offers, and content…and to obtain the necessary approvals.
Here are five ways you can streamline your e-mail creation and approval process.
- Designate a Gatekeeper
One person should be in charge of your e-mail marketing. This person is the one who will be in charge of making sure everyone responsible is getting their work done on time and that e-mails are being sent when and to whom they are supposed to.
Create an e-mail calendar that includes the e-mail topic, the call to action (CTA), and who in your organization is going to provide copy, data, photos, etc. for the e-mail. This ensures there are no surprises and everyone is working from the same page.
It’s also a good idea to designate one person in each business area as the e-mail contact. This person is responsible for reporting any e-mail worthy news from their department to the e-mail gatekeeper. One of the biggest obstacles with creating e-mails is having the content. This is a good tool to create a flow of content ideas.
- Work Smarter
It’s a good idea to come up with two or three reusable e-mail templates. This way you’re not recreating the wheel each time. You can rotate the order of the templates you use so prospects don’t see the same template back-to-back. Then, all you have to do is drop in new copy, new images, and a new CTA and you’re done!
- Establish Guidelines
It’s helpful to have some guidelines established before you begin. For instance, decide the contact name and information you will be using for each type of e-mail campaign you send and where it will be placed in the e-mail. Will all e-mails (regardless of who they are from) use the same logo and direct prospects to the same website?
Also, make sure each e-mail adheres to your brand guidelines and make sure everyone involved has a copy of your brand guidelines to refer to. You’ll also want to address what makes a good subject line as well as words to avoid in your subject line so you can increase your open rate.
- Develop a Need-to-Know Mentality
Of course, in a perfect world, everyone’s opinion would count and everyone would get equal time to weigh in with an opinion on each e-mail you send. But, we don’t live in a perfect world. We live in a fast-paced, results-driven marketing world. As such, it’s best if you streamline your e-mail marketing approval process to the bare bones. Whose eyes absolutely, positively have to see the e-mail before it is sent?
- Meet to Discuss Progress
Figure out what works best for your organization, but a brief meeting to discuss new content ideas, what’s working, and what isn’t is essential. (Make sure you have someone from Sales present so you know how the e-mails are working for them.)
If you implement these five strategies, you’ll get your e-mail creation and approval process in check and start seeing the payoff of this effective marketing tool.
The success of video in social media can’t be denied. It has the highest conversion rate most likely because it’s the most personal medium, closely replicating real life. So, we marketers want to make sure our videos are hitting the mark. Here are four ways you can measure how your videos are working for you.
- Make your video no longer than 90 seconds.
Prospects have short attention spans. Videos between 20 and 90 seconds in length are optimum. After that, your engagement is going to suffer. Make sure you know beforehand where you’re placing the video and what time constraints that platform may or may not have. Another recommendation to consider is adding captions to your video since most platforms have the videos play on mute unless the prospect clicks on the audio. If your captions tell prospects what the video is about, they are more likely to click the audio on.
- Respond to what your view-through rate tells you.
Your view-through rate tells you how many prospects your video reached and how many watched it (for 3 seconds or more). If your view-through is lower than you want it, you need to address either the video or your reach. A/B splits are a good option to test the video content. Also, make sure you engage with your prospects from the start of the video or you will lose them.
- Know that seconds count.
It takes just 3 seconds to be considered a view, but if you can get prospects to view your video for 10 seconds or more, you know you’re doing something right. You want your prospect to stick around and watch the video you created – hopefully to the end. Prospect video views of 10 seconds or more are considered positively engaged. Anything beyond that signifies highly engaged prospects and a real home run.
- Feedback counts too.
Of the videos that reach your prospects and that they can view and that they watch, if those prospects rate your video poorly, then you’ll need to address your content. If, however, they like the video, leave a positive comment, or share the video, then you know your video hit the mark.
Video has emerged as one of the most powerful and effective marketing tools you have at your disposal – if you do it right. Use these four tips and listen to and analyze the feedback you get from your prospects. This will get you going in the right direction.