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Showing posts from December 26, 2019

2019: The year that privacy got real for marketers

Europe’s GDPR took effect in May 2018, but 2019 was the year privacy got real for marketers in the U.S. There was a convergence of legal, technological and cultural factors that forced brands, publishers and tech companies to confront privacy head-on in ways they’d been trying to avoid for years.CCPA comes into sharp focusThe California Consumer Privacy Act (CCPA) was passed in 2018 and came into sharp focus this year, as January 1, 2020 has approached. As we draw closer to that implementation deadline, the IAB, DAA and a host of software companies have introduced “compliance frameworks” and tools to help marketers and publishers address the requirements of the act.However, there’s still considerable corporate foot dragging and uncertainty. That’s consistent with what happened with GDPR compliance. Indeed, many companies operating in Europe are still not fully compliant more than a year and a half later. With CCPA, there won’t be any enforcement actions before July 1, 2020, giving aff…

Pro Tip: A look back at some notable tips from our digital marketing experts in 2019

Our community of digital marketers are dedicated to sharing tactics to help others elevate their performance so here are a few insights from the past year that were popular with readers.1. What you cannot measure sometimes matters most“Marketers should use attribution reports to assess trends and relative impact, absolutely. But it’s a slippery slope to draw big conclusions from absolute numbers,” cautions Joe Hyland of ON24. “For example, comparing the win rate of deals that include one type of touch versus another is reasonable. But concluding that one specific touch-type drove a certain amount of pipeline – solely on its own – is not. Some channels may see less conversion simply because there is more competition on that platform. Or the problem could be your execution rather than the channel itself. An attribution report can’t tell you why a tactic is underperforming, so that’s where marketers come in. It’s on us to be able to analyze and to optimize our efforts, place multiple bet…

Voice search optimization: The why and how

Voice search optimization is a hot topic in the digital marketing industry. A few years ago, voice search seemed like a far fetched idea that was limited to some science fiction movies. But today, its popularity is increasing day by day.  If you’re a Star Trek fan, you would definitely recall the scenes when actors used to speak to computers for answers. It all looked like something that would never come into existence. Yet here we are.Today, voice search has become so common that, according to Google, it is the fastest-growing form of online search. So what does this new search trend mean to marketers and business owners? Why should business owners focus on building voice-search-optimized websites? Let’s see. The rise of voice search in numbersVoice search basically allows users to say their queries out loud rather than typing them into the search box to get the results. The speech-recognition technology precisely understands what users are saying and then delivers the best-matching …