Behavioral ad targeting has been a staple of Search and Display ads for as long as many marketers can remember, and that is now coming to an end in a shift towards privacy.
First, Apple announced that apps like Facebook could no longer be given carte blanche to track data, and now Google is moving to deprecate behavioral ad targeting. Clearly, the demand for more privacy is being heard by tech giants. In a surprising move, Google announced that cross-site tracking and targeting users for its ad products will no longer be a feature. In a company post on March 3, Google announced:
We’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.
The greatest impact will likely be seen in targeting and measurement as it relates to third-party reach and engagement with the same users, though it remains to be seen exactly just how far that impact will go. Whatever the case, we collectively seem to be moving towards a more private internet experience, especially as it relates to advertising.
Anonymous, private search engines like DuckDuckGo have been steadily increasing in popularity. According to Privacy Monitor, 91% of US-based web users feel they have no control over their data. That might explain why DuckDuckGo’s search volume has now exceeded 9 billion searches per year (with a third of those coming from the US, though exact numbers are hard to pin down as data is not tracked in the detail as other search networks) and usage of the engine has steadily increased by a rough average of just over 50% every year (DuckDuckGo). Internet users are demanding privacy, and Google is showing that they are willing to give far more than an inch by killing off one of its staple features.
Creativity in collecting user data and personalizing the visitor experience is going to be crucial for brands looking to counter this move and continue providing targeted ad campaigns. The approach of set-it-and-forget-it has been on its way out for some time now, and this move by Google will surely fast-track that shift. Where the move leads, however, remains to be seen.
This isn’t the last we’ll hear of how the digital advertising landscape is changing.
Daily Minute Master Series – March 11, 2021
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Facebook Officially Launches Test of Option to Share Instagram Reels to Facebook
While TikTok is on the rise, and has continued to gain momentum over the past year, Facebook has been working to quell the app’s growth where it can, and stop both Facebook and Instagram users from migrating across to the short video app. Facebook’s main assault on TikTok thus far has been Instagram Reels, which it launched in India last July, just days after TikTok was banned in the region due to ongoing border disputes between India and China. Facebook swooped in to gather up as many TikTok refugees as it could, and Reels has reportedly seen good response in the nation. And now, Facebook’s looking to take the next step, with the launch of a new option in India which will enable Reels users to also share their clips to Facebook as well.
For the full white paper click here
Perfecting Your Brand’s Tone of Voice for SEO Copywriting
We all know when it comes to SEO, content is key. Copywriting enables you to tell your story, gives you a chance to strategize with useful keywords, and helps you gain trust and loyalty among prospects. But content alone won’t bring you success and build long-lasting customer relationships. It’s your tone of voice that really resonates with your audience. In fact, 65% of consumers say a brand’s tone of voice helps them build an emotional connection to the company.
For the full article click here
WordPress 5.7 Launches With One-Click HTTP to HTTPS Conversion
WordPress version 5.7 is now available, offering one-click HTTP to HTTPS conversion among other features.
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As Digital Ad Landscape Crowds and Pandemic Looms, DTC Storage Brand Looks to In-Person Experiential Marketing
Direct-to-consumer storage brand MakeSpace is putting its stake in the ground, experimenting with experiential marketing to expand its retail footprint. It’s starting with The MakeSpace Store in New York City’s Flatiron district, which launched last month. The Instagramable pop-up offers retail, in-store appointments and meditation space for consumers.
For the full article click here
How Ryan Reynolds’ Marketing Agency Keeps Making Viral Hits
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Domino’s Ups Marketing Investment as Part of Growth Strategy
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Daily Minute Master Series – March 10, 2021
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
100 Women in Marketing Share Their Greatest Challenges From a Year of Isolation
When International Women’s Day arrived in 2020, the world was unknowingly poised at the threshold of a year that would test everyone in ways they’d never experienced before. And the weight of the Covid-19 pandemic’s impact would overwhelmingly fall on the backs of women. After a year defined by economic, physical and emotional hardship—all under a smothering cloud of lockdown-fueled isolation—Adweek asked women in advertising, marketing and related industries to share their experiences for International Women’s Day 2021.
For the full white paper click here
Facebook Publishes New Research into the Importance of Diversity and Inclusion in Advertising
Facebook has published a new report into diversity and representation and advertising, which highlights some key notes of concern for marketers looking to maximize connection with their audiences. Facebook’s study took in various inputs, including a survey of 1,200 people, a review of more than 1,200 brand lift studies and an analysis conducted of more than 1,000 Facebook video ads. The results show that representation is still a major issue – and by not catering to, or considering these elements, advertisers could be failing to reach broader audiences.
For the full article click here
Snapchat Launches New iOS 14 Resource Hub to Help Advertisers with Upcoming Changes
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Link Building Q&A with Expert Women in Marketing & SEO
Nine women, each an accomplished expert in SEO, share their responses to the most pressing and controversial link building questions around.
For the full article click here
Marketing Briefing: Marketers Mull a ‘Privacy-First’ Approach Amid Looming Google, Apple Changes
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Opinion: Influencer Marketing is a $10 Billion Placebo
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Daily Minute Master Series – March 9, 2021
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
A Small Business Guide to Starting a Podcast [Infographic]
Have you ever considered creating your own podcast, for yourself or for your business? The rise of audio social could point to increasing opportunity in this regard, while podcast listening has been steadily rising over the past decade. Indeed, according to the most recent Edison ‘Infinite Dial’ report, podcasts now reach over 100 million Americans every month, with more than a third of Americans aged 12 and over consuming podcasts on a regular basis.
For the full white paper click here
Twitter is Testing a New ‘Undo’ Option for Sent Tweets
The now legendary Jane Manchun Wong has done it again. For years – basically for all of Twitter’s existence – Twitter users have called on the platform to add an ‘Edit’ option so that they can correct those annoying grammatical errors, which always seem to infiltrate your best tweets. Twitter has repeatedly said that it’s not going to happen, but there have been signs of a potential compromise, like, say, a short window of time after pressing ‘Tweet’ to recall your missive.
For the full article click here
Instagram Says That it’s Exploring Options That Would Enable Users to Hide Like Counts if They Choose
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44 Free Tools to Help You Find What People Search For
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Google’s Mueller on Keys to a Successful Site Migration
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How to Amp Up Your Marketing Efforts with AR
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Daily Minute Master Series – March 8, 2021
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Your Top 5 Marketing Objectives – Solved!
The Interactive Advertising Bureau (IAB) recently surveyed a range of consumer brand marketers to understand their 2021 customer acquisition objectives, marketing strategies, and media buying decisions. The survey results made it clear that 2020 set new rules for consumer sentiment and brand loyalty, and marketers have responded by positioning customer satisfaction as their number one marketing and advertising priority in 2021.
For the full white paper click here
Supercharge Your Digital Marketing with Augmented Reality Campaigns
The business world is constantly innovating and if you want to be successful, that means being willing to adapt with the times. It also means you should strive to keep your business on the cutting-edge from time to time, especially when it comes to increasing customer engagement with your products and services. Augmented reality (AR) is changing the way people shop, play, and experience products before buying. Now, it’s also making a push into product discovery thanks to marketing tools like Aryel AR Marketing Platform.
For the full article click here
Pinterest Announces New Marketing Tools, Including ‘Pinterest Premiere’ Video Ads
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What Is Latent Semantic Indexing and Why It Doesn’t Matter for SEO
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American’s Trust Google More Than Facebook or TikTok
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Google Updates PageSpeed Insights Scores
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Daily Minute Master Series – March 5, 2021
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
New t2 White Paper: Understanding and Planning for a New Generation of Player
Las Vegas – and the casino industry as a whole – is a continuously evolving phenomenon. It has survived and thrived thanks in no small part to its ability to adapt. Now, as the world of gaming sits on the precipice of another major shift, there is a need to adapt once more to the changing demographics of players. This white paper outlines how these demographics have evolved, and what casinos can do to not only appeal to their preferences but improve the casino-going experience as a whole for an entirely new generation of players.
For the full white paper click here
Facebook Will Lift its Temporary Ban on Political Ads Later This Week
Facebook has announced that it will allow political ads on its platform once again from Thursday this week, following last year’s ban on political promotions in the lead-up to the 2020 US Presidential Election.
For the full article click here
TikTok Announces ‘Ready, Set, Grow’ Summit for SMBs
For the full article click here
LinkedIn: Top 15 In-Demand Jobs in 2021
For the full article click here
Marketing Tips For Early-Stage Startups
Every business needs a way to tell its customers about its products and services. Those marketing channels differ from one business to another and can change as the business grows. And just like everything else in business, marketing needs an investment. In the earliest stages of a startup, this investment is usually best spent developing a product customers need.
For the full article click here
Google Will Not Track Users After Replacing Third-Party Cookies
For the full article click here
GOOGLE UPDATE: Google To End Behavioral Ad Targeting
/by Corey PadveenBehavioral ad targeting has been a staple of Search and Display ads for as long as many marketers can remember, and that is now coming to an end in a shift towards privacy.
First, Apple announced that apps like Facebook could no longer be given carte blanche to track data, and now Google is moving to deprecate behavioral ad targeting. Clearly, the demand for more privacy is being heard by tech giants. In a surprising move, Google announced that cross-site tracking and targeting users for its ad products will no longer be a feature. In a company post on March 3, Google announced:
The greatest impact will likely be seen in targeting and measurement as it relates to third-party reach and engagement with the same users, though it remains to be seen exactly just how far that impact will go. Whatever the case, we collectively seem to be moving towards a more private internet experience, especially as it relates to advertising.
Anonymous, private search engines like DuckDuckGo have been steadily increasing in popularity. According to Privacy Monitor, 91% of US-based web users feel they have no control over their data. That might explain why DuckDuckGo’s search volume has now exceeded 9 billion searches per year (with a third of those coming from the US, though exact numbers are hard to pin down as data is not tracked in the detail as other search networks) and usage of the engine has steadily increased by a rough average of just over 50% every year (DuckDuckGo). Internet users are demanding privacy, and Google is showing that they are willing to give far more than an inch by killing off one of its staple features.
Creativity in collecting user data and personalizing the visitor experience is going to be crucial for brands looking to counter this move and continue providing targeted ad campaigns. The approach of set-it-and-forget-it has been on its way out for some time now, and this move by Google will surely fast-track that shift. Where the move leads, however, remains to be seen.
This isn’t the last we’ll hear of how the digital advertising landscape is changing.
Daily Minute Master Series – March 4, 2021
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
New t2 White Paper: Understanding and Planning for a New Generation of Player
Las Vegas – and the casino industry as a whole – is a continuously evolving phenomenon. It has survived and thrived thanks in no small part to its ability to adapt. Now, as the world of gaming sits on the precipice of another major shift, there is a need to adapt once more to the changing demographics of players. This white paper outlines how these demographics have evolved, and what casinos can do to not only appeal to their preferences but improve the casino-going experience as a whole for an entirely new generation of players.
For the full white paper click here
TikTok Highlights Female Creators for Women’s History Month
TikTok has announced a range of events for Women’s History Month, which will celebrate both female creators and women-lead businesses on the platform.
For the full article click here
How to Build Links for Ecommerce & Affiliate Sites in 2021
Learn how to boost your ecommerce and affiliate site’s search visibility with link building and which approach can bring you the best results.
For the full article click here
Semrush to Publicly Sell Shares on New York Stock Exchange
For the full article click here
Data and Marketing Trends in 2021
This year is set to be an exciting one in the world of marketing. Last year, the COVID health pandemic had a huge effect on the advertising industry with an overall hit on marketing revenue. The silver lining to that cloud, though, has been increased digital transformation and far better opportunities for data collaboration across brands.
For the full article click here
Why Marketing Can No Longer Ignore Customer Experience
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Daily Minute Master Series – March 3, 2021
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
New t2 White Paper: Understanding and Planning for a New Generation of Player
Las Vegas – and the casino industry as a whole – is a continuously evolving phenomenon. It has survived and thrived thanks in no small part to its ability to adapt. Now, as the world of gaming sits on the precipice of another major shift, there is a need to adapt once more to the changing demographics of players. This white paper outlines how these demographics have evolved, and what casinos can do to not only appeal to their preferences but improve the casino-going experience as a whole for an entirely new generation of players.
For the full white paper click here
TikTok Launches New TikTok for Business Profile to Share Key Tips and Insights
Looking to add TikTok into your digital marketing mix? This could help – this week, TikTok has launched a new TikTok for Business profile in the app, through which it will share platform marketing tips, usage insights and preview upcoming events to help advertisers make the most of the platform.
For the full article click here
Facebook Announces New Features for International Women’s Day, Including Multi-Participant IG Live Streams
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12 of the Best Tools to Monitor Your Online Reputation
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Why Guest Blogging Is the Worst Link Building Strategy
Guest blogging has been used for ages to build links. But truth be told, it’s the worst link-building strategy you could come up with.
For the full article click here
The Importance Of Influencer Marketing In The ‘New Normal’ Digital Sphere
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Casinos Need to be Ready to Adapt for a New Generation of Player [White Paper]
/by Corey PadveenCasinos are facing a long road back after the pandemic, and they will need to be ready to adapt for a new generation of player.
The casino industry has been one of the hardest hit markets as a result of the pandemic. In order to emerge and thrive as economies reopen, the focus for brick-and-mortar operations needs to be on the appeal and acquisition of a new generation of player, rather than relying on an aging demographic that might be slower to return, and cannot be counted on forever.
In this new white paper, t2 Partner Corey Padveen explores how casinos can focus their efforts on adopting new technologies and adjust the casino floor experience to appeal to younger players with traditionally profitable games: slots. Skill-based games have been slowly rolled out at casinos around the world, and the data shows that there is an underserved market of players that can be encouraged to begin playing through the use of these machines.
Data is explored and analyzed in an effort to highlight a new opportunity that can help casinos regain some of what was lost during the pandemic and subsequent shutdowns, and a roadmap is laid out that highlights how these changes can lead to new player adoption moving forward.
Download the white paper here.
Daily Minute Master Series – March 2, 2021
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
New t2 White Paper: Understanding and Planning for a New Generation of Player
Las Vegas – and the casino industry as a whole – is a continuously evolving phenomenon. It has survived and thrived thanks in no small part to its ability to adapt. Now, as the world of gaming sits on the precipice of another major shift, there is a need to adapt once more to the changing demographics of players. This white paper outlines how these demographics have evolved, and what casinos can do to not only appeal to their preferences but improve the casino-going experience as a whole for an entirely new generation of players.
For the full white paper click here
Would People Pay to Read Your Tweets? Considering the Potential of ‘Super Followers’ on Twitter
“Would people pay to read my tweets?” That’s the question that every Twitter user with 10k or more followers was thinking when the company provided an overview of its in development ‘Super Follow’ option this week.
For the full article click here
Facebook Shares New Research into the Comparative Performance of Brand vs Direct Response Campaigns
For the full article click here
Twitter Adds First Visual Tools in Fleets with Stickers and ‘Twemojis’
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Google: Fine if 30-40% of URLs in Search Console Are 404s
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71 Mind-Blowing Search Engine Optimization Stats
For the full article click here