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Entering 2020, marketers will discover a changing digital world governed by a new set of laws — most notably from the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which went into effect on January 1 and is the first large-scale U.S. law protecting consumers’ digital data. Known to some as “GDPR Light,” CCPA poses new challenges to for-profit businesses working in California.
So what’s next on the horizon for digital privacy? And what do marketers need to be prepared for?
In my opinion, the greatest threat to today’s digital marketing space is privacy legislation. I’m not saying that it isn’t needed — it most definitely is — but how it is enacted is going to be critical to our industry surviving.
The internet has broken down civic borders and made our world a much more global community, but our laws...
While at the Digital and Social Media Marketing Summit in Denver, an overarching message became clear as the last speaker finished her presentation. With a range of topics from influencer marketing to artificial intelligence, each one presented an alternative way to effectively reach target audiences through personalization.
Three key takeaways from the summit are summarized below:
Branding & “You-Centric” Marketing
To start off the conference, brand strategist Melanie Spring said, “your brand is what everyone else is saying about you, not what you’re saying about yourself.” While brand strategy plays an important role in marketing, it’s ultimately the customers’ perception that will define who you are as a brand. That’s why it has become more important than ever to meet your customer where they are, not where you want...
Brand experiences are stronger when they work together. Each touchpoint a potential customer has with your brand should build off the previous interaction, and guide customers to the next.
That’s why it’s important for your digital advertising and website personalization strategies to align. With the ability to alter your website experience based on a customer’s specific level of familiarity with your brand—and personal preferences—you can connect them to the most relevant content you have to offer, faster.
Read on for three ways to integrate your digital advertising and personalization strategies.
Safari users who upgrade to 12.0 version will be happy to learn that the version also includes an update to their Intelligent Tracking Protection (ITP). ITP version 1.0 launched summer 2017 with Safari 11.0.
ITP makes it difficult for advertisers to track Safari users’ behavior from website to website. It’s a feature to make users feel more secure. Safari updated to 12.0 in September 2018, strengthening that privacy feature with ITP 2.0.
However, if you’re an advertiser, these changes don’t make you happy at all.
ITP 2.0 makes it even harder for advertisers to collect data about Safari browser users and their surfing habits and interactions with websites after clicking through ads.
Last year, based on hearing from so many DMOs that organic search traffic to their websites was struggling year over year, Miles conducted a review of 26 destinations’ website traffic data. Though a limited sample size, the results indicated that there has been a downward trend in growth of organic website traffic since 2014.
Since then, we continue to hear a mix of success stories and concerns surrounding organic search traffic. Since we love a good mystery, we expanded last year’s review to include 36 destinations and added full data from 2016 and the first six months of 2017.
While I wish that the results provided an “ah-ha” moment to share with you – a clear trend or a solid answer – the data came out like this...