Consumer Marketing Roundup: September 24, 2019
Marketing Attribution: Google Analytics & Facebook Attribution Can Help
Do you know where your customers come from? Sure it’s still hard to track those who see a highway billboard, hear a radio ad, or see a commercial on television. And while digital advertising and marketing can provide all kinds of data, are you taking full advantage of the metrics you (or your CEO) wants? In an article this summer in Martech Advisor, Chiradeep BasuMalik offers 3 tips to track marketing attribution using Google Analytics and Facebook Attribution. He begins by saying that 45% of digital touchpoints are not visible through traditional marketing, and proceeds to offer advice on: 1) 3 things to remember when using Google Analytics for marketing attribution; 2) how to set up Facebook’s Attribution platform; and 3) which of these two belongs in your martech stack. FYI: He’s written several more articles relevant to consumer marketing professionals. You can read them here.
A Guide for Managing Lifetime Customer Value in an Offline World
Since people still live in an offline world (despite so many staring into their phones as they navigate their day), a report from Zenreach – Customer Loyalty: A guide for managing lifetime value in the offline world – should be of interest to flesh out your omnichannel strategy. Full of practical tips on how to maximize your investment in creating customers for life, the report shows how to calculate the lifetime value of your customers; why understanding customer lifetime value (CLV) can lead to more loyal customers; and ways to improve your CLV over time. It begins:
“Customer lifetime value, often referred to as CLV, is one of the most important measures of marketing success. Strong CLV represents loyalty and customer value. It’s a great way to measure the success and strength of your business. For example, when compared directly with customer acquisition costs, CLV tells you the ROI of your marketing efforts…. But it can be hard to measure, and even harder to manage, especially for businesses that operate in the real world.”
In the SEO Ranking Game, Are Clicks Still King?
“If you thought measuring clicks was still the best way to determine the success of an SEO campaign, it’s time to start considering newer, more accurate metrics for evaluating visibility and engagement. In today’s ultra-savvy and sophisticated world, content is king and clicks have been demoted to commoner status. That is to say, although clicks might have once played an indispensable role in SEO rankings, the focus has largely pivoted to purposeful and quality material.”
That’s how Ahmed Elhadi, a senior digital marketing and SEO specialist at Bastion Rare, begins an article in Target Marketing called “4 Clues About Why Clicks Are No Longer King in SEO.” He goes on to laud the SEO-driving virtues of engaging content; how to keep up with SEO rule changes; discusses Google visibility vs. clicks; and concludes with a look at the evolving industry of Google Search.
California’s Consumer Privacy Act Means Changes for Online Marketers
Following on the heels of Europe’s General Data Protection Regulation (GDPR), California is set to implement its own protections for consumers this coming January. The California Consumer Privacy Act, or CCPA, is described as “the most ambitious privacy law enacted by any state in the U.S.” in this article published on Yahoo Finance.
According to Sky Cassidy, CEO of MountainTop Data, the CCPA is set to change three major elements of the data collection process:
- Ownership. It grants consumers ownership of their data by allowing them to choose to share it with companies.
- Control. It gives consumers control over the personal information collected about them.
- Security. It makes companies responsible for the protection of consumer data.
Cassidy suggests first determining if the regulation applies to your business, then using the following as a guideline to ensure that your database is compliant with the CCPA:
- Assign a person or team to oversee complying with the regulation.
- Update your privacy notices and policies.
- Audit the data you have to make sure it is compliant.
- Update the way you collect and store data for compliance.
- Review your data security to prevent breaches.
- Create processes for data access and deletion.
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