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Showing posts from February 14, 2020
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The state of tracking and data privacy in 2020

January 2020 felt like a turning point. CCPA went into effect, Google Chrome became the latest browser to commit to a cookie-less future and, after months of analytics folks sounding the alarm, digital marketers sobered to a vision of the future that looks quite different than today.This article is not a complete history of consumer privacy nor a technical thesis on web tracking, although I link to a few good ones in the following paragraphs.Instead, this is the state of affairs in our industry, an assessment of where search marketers find themselves in the current entanglement of data and privacy and where we can expect it to go from here.This is also a call to action. It’s far from hyperbole to suggest that the future of digital and search marketing will be greatly defined by the actions and inactions of this current calendar year.Why is 2020 so important? Let’s assume with some confidence that your company or clients find the following elements valuable, and review how they could b…

Google for branding: Getting more from search engine services

Google hasn’t been merely a search engine for some time. These days it has grown into a massive space on the web where businesses and potential customers can meet. In this article, we’ll touch on the aspects of using Google for branding.Here’s a list of Google’s underused services, and suggested ways you can use them to your advantage.Analytical tools which help you understand your website and app audienceGoogle Marketing Platform is a kind of umbrella brand that Google has developed to make its products work together more effectively. It is essentially a merger of Google Analytics 360 and DoubleClick Digital Marketing.Source: Google supportGoogle Analytics is a part of the Google Marketing Platform which tracks website traffic and reports information about who is searching for what and where. There are many analytics services available, but Google’s is the most widely used in the world. It can track visitors to your website, and tell you quite a lot about them and how they interact w…

Soapbox: Acquisition is great, but retention is better

The best strategy is not how do we gain more traffic that lands on our site one time but rather, how do we build more engaged relationships with the users who are already there. Increasing the repeat visitation of your existing users is far more cost-effective and easier than acquiring new ones.The economic models overwhelmingly favor the investment in retaining a customer over acquiring a new one. So why don’t publishers spend more time retaining their audience?The industry is filled with “how to acquire new users” but we don’t spend enough time focused on how to maintain the users and audience we already have.For example, if you can get 4% opt-in across unique visitors over a period of a year, if you have 1 million uniques that would equate to 40k subscribers. Those subscribers are the most loyal and important members of your audience, driving increased engagement and usage from them drive your business.For a general media site, they are going to see 1% to 3% click-through rates on …

More than 200 million smart speakers have been sold, why aren’t they a marketing channel?

Smart speaker sales reached 147 million units globally in 2019, reflecting 70% growth over 2018, according to new data from Strategy Analytics. The firm said that Amazon retained the market share crown with 26.2%, down from 33.7% in 2018. That was followed by Google with 20.3%, which was down from 26% last year. Google number 2, Apple number 6. Google was followed by three Chinese makers and finally Apple, in sixth place with a share of just under 5% (4.7%). Notwithstanding growing privacy concerns, device shipments in Q4 reached 55.7 million units, which Strategy Analytics said was a quarterly record. Google also saw a recovery in shipments and sales in Q4. Numbers all over the place. Another analyst firm, Canalys, predicted earlier this year that the smart speaker market would reach 150 million units globally in 2020. Consumer Intelligence Research Partners previously estimated (in August) that the size of the U.S. smart speaker market was just under 80 million units. However, in Ja…

Building a business case for a customer data platform

While a data strategy will help you align goals and use cases across an organization, technology is what enables you to execute. But legacy technologies have proven to be insufficient as they’ve led to disparate data scattered across a complex technology stack that inhibits real-time access to a single customer view for marketing. That’s why a customer data platform (CDP) is designed to finally liberate your first-party data so you can activate your most valuable marketing asset.Marketers realize the potential of a CDP, but they don’t know how to get buy-in from senior business leaders who are skeptical of adopting “yet another three-letter acronym.” So BlueConic talked to leading industry analysts and marketers who successfully got buy-in to write this ebook on how to build a business case for a CDP.Visit Digital Marketing Depot to download “Building a Business Case for a Customer Data Platform,” from BlueConic.

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Shopify revenue grew 47% in Q4 as merchants take advantage of new marketing capabilities

E-commerce provider Shopify reported [PDF] $505.2 million in revenue for the fourth quarter of 2019 on Wednesday, an increase of 47% compared to the fourth quarter of 2018. Annual revenues topped $1.57 billion in 2019, up 47% from 2018.The company attributes the growth to a number of factors, including additional of marketing capabilities available to merchants on the platform such as Shopify Email and native chat for merchant sites.Why we careShopify is aiming to become a centralized, end-to-end retail and marketing platform for merchants. The company continues to invest in efforts to build an affordable operational framework for merchants to grow — and maintain a competitive edge against Amazon. In 2019, Shopify launched its Shopify Distribution network, acquired 6 River Systems, added machine-learning powered inventory management systems and introduced Shopify Email. Shopify Marketing also launched an integration with Microsoft Advertising that allows merchants to expand their reac…