This Week in Digital Marketing - April 27, 2022

This week in digital marketing, we're talking about a possible Netflix ad tier, some new ad policies from Google Ads, the Deprecation of Google Analytics, and more!

4 Technical SEO Tasks that are Critical to Organic Success
It could mean lost traffic and revenue if SEOs don't take the time to optimize critical technical aspects of your site that influence page speed, indexing, and more. If you’re already one of our clients, don’t worry! We’re always keeping an eye on your site and keeping it up to date.)

1. Optimize site architecture
   
2. Ensure pages are crawlable
   
3. Check which pages allow indexing
   
4. Improve page experience
   

Why a Netflix Ad-Supported Tier Would be Exciting for Advertisers
Marketers have been anticipating this moment for a long time. As more people cut the cord and switched to streaming, Netflix avoided advertisements in favor of subscriptions as their main source of revenue. Now that Netflix is losing members, co-CEO Reed Hastings says the company is considering an ad-supported tier.

Why We Care: There are forces at work that are larger than Netflix. As AVOD gets traction in the CTV arena, ad-supported streaming may be seen as more than simply a low-cost option for less affluent viewers; it may also be seen as a fiscally sensible option for rich consumers.

Netflix has a large number of loyal subscribers, and their data is both appealing to businesses and extremely valuable to them. Their scenario might be similar to some of the businesses who have introduced ad services to generate revenue, such as Lowe's, The Gap, and even Walmart. All of these data, as well as the brand's relationship with its customers, contribute to the ad's value.

Google Adds Policies to Three-Strike Ads System

1. Compensated sexual acts
   
2. Mail-order bride
   
3. Clickbait
   
4. Misleading ad design
   
5. Bail bond services
   
6. Call directories, forwarding services
   
7. Credit repair services, binary options, and personal loans
   

Why We Care: It's critical to understand what's changing whenever Google adjusts its Ads policy. Knowing the Google Ads regulations can help you keep your account safe and prevent receiving any warnings, strikes, or suspensions.

The Deprecation of Google Analytics (As We’ve Known It)
The most significant change in the marketing analytics field is that Google Analytics as we know it will be phased out in July 2023 and will no longer collect data (October 2023 for GA360 customers). To say the least, there were mixed reactions — conflicting tweets, memes, and unhappy forum postings were among the first reactions to the news, demonstrating that such a radical change was necessary at some point.

In addition to being the first Google Analytics product to have the built-in capability to collect data from multiple sources, it is a better evolution for enterprise-level while also offering more to small- and mid-size businesses.

The first step is to integrate GA4 into your websites and applications. It's not too late to start a new strategy and establish your Google Analytics 4 properties to accommodate the new tracking approach, but delaying parallel tracking may cause reporting, remarketing, and compliance issues. After that, learning how to take advantage of Google Analytics 4's long-term stability should stimulate ideas and conversations that go beyond migration.

Irrelevant Marketing has Consumers Turning Off Brands
According to a new study, getting personalisation wrong drives clients away.

According to Parcellabs' analysis, The Emotional Shipping Experience, nearly half of all U.S. consumers indicated they were targeted with irrelevant marketing in the previous six months (Parcellabs primarily offers services designed to enhance the post-purchase experience). 88 percent of individuals who took measures to separate themselves from the brand did so. More than 40% instantly unsubscribed to all of the company's marketing content, while 24% blocked all of the business's content on social media and 22% resolved not to buy from the brand again.

Why We Care: Personalization requires a significant amount of time, money, and talent. Not only are the firms that are doing it well getting the benefits, they're also making it easy for customers to spot when it's done poorly.



Digital Marketing Snippets

• TikTok ads aren’t super competitive yet, and they’ve been effective in producing revenue for those who use it.
  
• It’s important to interact with comments on your social platforms. If you don’t have someone to manage your social platforms, carve out part of your day to respond to comments.
  
• Although Instagram had recently said that unoriginal content would not perform as well, they’re testing out templates to re-create other creators’ videos. 
  
• Elon Musk will be purchasing Twitter for $44 billion.
  

Some of this information is relevant to your business, and some of it might not be. This is where we can help. We’re able to break down these updates and figure out which ones are most important for you and your business. Contact us for a consultation!