The Truth About Your Campaign Metrics: Facebook Announces that Apple Data Is Skewing Conversions

by Direct MailMarketing StrategyMarketing TrendsNewsUSPS

As digital adoption continues to soar post-pandemic, it is evident just how interconnected we really are. This week, Facebook began to quantify the negative aspects of this interconnectivity.

On Wednesday, September 22nd, Facebook announced that it underreported ad performance due to Apple’s iPhone privacy update for its iOS operating system. Specifically, Facebook estimated that it is currently underreporting web conversions on Apple’s iOS by approximately 15% and that this could affect advertisers of various sizes in many ways.

Why This Happened

Recently, Apple made a pivotal update for its users; now iPhone and iPad users will need to opt in to being tracked when they launch an app for the first time. It is now evident how much this new parameter affected advertisers’ campaigns.

What This Means For You

Facebook Vice President of Product Marketing shared in a blog post: “We believe that real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.” Therefore, the results that you are seeing are likely lower than how your campaign is actually performing. 

How We Can Help

Partnership is at our core. We understand that this is not an ideal situation, but because of our strong industry ties and media relationships, we will get through this together. In fact, our digital and data & analytics teams are already working on solutions and adjustments considering this news, which includes:

  1. Working with our Facebook reps to further understand the percentage of users/conversions being impacted across each of our individual clients, and then building models that factor in the potential data loss
  2. Leveraging our clients’ website analytics tools (Google Analytics, Adobe Analytics, etc.) to measure key engagement and conversion data points to supplement data coming directly from Facebook.
  3. Researching additional technology solutions to layer on top of Facebook and website analytics platforms to help fill any gaps in the data (however, we are in the early days of these new data privacy issues, and this is more of a longer-term play).

As marketers, we always aim to keep our tech stack fresh, current, and innovative. We are looking forward to solving the challenge Facebook and Apple have presented to us. We are especially looking forward to delivering to you the positive results we know your campaign is driving towards. Stay tuned!

Sources include CNBC, Facebook, and AdAge.

Woman,Shopping,For,Christmas,Online

The Ultimate Lesson: How Back-to-School Can Prepare Marketers for Holiday 2021

by with No Comment Marketing StrategyMarketing TrendsNews

As the global supply chain continues to struggle to keep up with consumers’ needs, the Back-to-School (BTS) market is the latest segment to be negatively impacted. With many children back to learning in-person this fall, the feared shortages for supplies unfortunately have become a reality.

 

Results showed that about 50% of consumers spent less on BTS shopping last year (source: Times Record News). While we are still waiting on this year’s results, given increasing demand for the continued shortage of BTS essentials, the numbers likely will be similar if not lower.

 

Observing the challenges that BTS shoppers have faced, there is much to be learned for the upcoming holiday season. With the recent chip shortage, not only is the BTS market suffering, but so are huge industries like automobiles. This will undoubtedly affect the types of products and offerings available for the holiday season. Video games, cell phones, cars, and home appliances all use chips. We need to be prepared for the most desired products to be more difficult to purchase.

What BTS Can Teach Marketers for Holiday 2021

Launch Your Holiday Marketing Campaigns Earlier

Tailor your marketing strategy to the 2021 calendar. This year, Thanksgiving is earlier and holiday shopping will begin sooner. We predict the buying cycle will therefore change. There will be five weeks of shopping leading up to Christmas. Consumers will be shopping earlier and longer further adding to the disruption in traditional holiday shopping habits.

 

No matter who you are targeting this year, timing is everything. We recommend keeping timing—when you want your customers viewing your products and services—at the forefront. All touchpoints will be affected, and even more reason to keep your marketing strategy fresh.  

 

Continue to Bet on eCommerce & Test New Channels

Retail eCommerce sales are projected to make up almost 19% of total holiday retail sales this year (source: eMarketer). Due to the pandemic, we saw more of an online push last year than ever before, which continued to propel marketers’ digital spend forward. This year, retailers are again putting emphasis on eCommerce, and we are expecting a similarly early start to the holiday season, especially due to rumors that Amazon will promote a second Prime day this fall. Additionally, offering earlier holiday sales would ideally help avoid fulfillment issues later in the season.

 

With increased digital adoption and more time spent online, there has never been a better time to explore other digital avenues such as Connected TV (CTV) and Digital Audio. Check out our most recent post on “Why CTV Right Now?” to learn more about this channel.   

 

Understand that Location Matters: The “Shop Local” Trend Endures.

In January, we shared retail predictions for 2021 with many of them ringing true. Specifically, “Shop Local” prevails, and will be especially important to keep in mind. With consumers’ potentially negative BTS experiences tied with last year’s holiday shopping, many will shop locally to avoid dealing with inventory issues, shipping delays or added fees.

 

Focusing on your targeted acquisition strategy as well as paid search (hint: check out geo targeting capabilities) is especially relevant this year.  

 

Increased Foot Traffic Is a Possibility.

With a pandemic that’s lasted for 1.5+ years, consumers understand what it means to shop in-store. They are now familiar with BOPIS and physically shopping in PPE. Due to the current state of the supply chain, it is possible that traffic in traditional stores may increase slightly this holiday because of consumers’ BTS shopping experiences and anticipation regarding inventory issues and shipping delays.

 

We recommend accounting for this pickup in your CRM systems, holiday promotions and marketing communications. 

 

Rely on Customer Loyalty…Keep Your Bottom-of-Funnel Customers & Prospects Close.

Being familiar with your brand, having experience with your customer service team, knowing the quality of your products and services…are all increasingly important factors. As more consumers experience delays with BTS products and gear up for holiday, they will rely on the brands they know and love. Additionally, they will likely present a higher AOV than top-of-funnel or newer customers because they trust your brand, regardless of supply chain issues or warnings about shipping delays.

 

Not sure who your target customers and prospects are or how to identify them? Uncover powerful insights with data & analytical tools like forecasting, attribution, database management, and digital operations. 

 

Overall, experts say that some of the shortages and frustrations surrounding BTS materials and equipment could have been solved by shopping earlier. In fact, they warn “start shopping online now” (source: News10). That said, the pointed execution of your marketing campaigns featuring strategy and revenue generation are our goal. Taking into account the many macro challenges this year presents, we look forwarding to ‘acing’ this test together!

Sources: Times Record News, eMarketer, ©2021 Insider Intelligence Inc., Ask Wonder, Tech Walla

It’s Not Just the Summer Weather – Direct Mail is HOT!

by Direct MailMarketing StrategyMarketing Trends
Almost 500 years after the end of the European Renaissance, direct mail is beginning its own Renaissance. Here is why we are seeing this revival: Forty-one percent of Americans look forward to receiving mail. Beyond that 31% used direct mail to make their most recent purchase decision. Due to this, 25% of marketers planned to raise their direct to consumer mail budget last year to account for the uptick in interest and results. We understand that “direct mail” is a very broad term. It is helpful to note that direct mail is more than just catalogs. We are seeing many types of print formats as well as a variety of specifications and volumes. These pieces complement traditional catalogs. View below more detail on the various types of mail that is sent directly to customers. These are hot right now, so you can make an informed decision as to what best suits your marketing needs.

Funded Direct Mail

Definition: Conventional direct mail without incurring the upfront capital investment. Why It’s Hot: The use of mailing directly is predicted to more than double this year. Funding accelerates your growth and profitability without the costs associated with a traditional direct to consumer mail plan. More specifically, you pay a fixed amount per customer while taking minimal risk and it frees up spend for other channels.

Programmatic

Definition: Allows brands to send triggered or automated direct to consumer mail to website visitors. Why It’s Hot: Fifty-seven percent of marketers reported that direct to consumer mail contributed a 12% increase in response rates to multichannel campaigns. By mailing directly to online shoppers, a programmatic strategy puts your brand in front of the prospect or customer multiple times for a more manageable cost.

Campaign-Based Direct Mail

Definition: Directly mailing campaigns yields a high ROI, and work even more effectively when tied to a specific event or holiday (i.e., Valentine’s Day, Fourth of July, Mother’s Day, Store Opening, Anniversary, Birthday) Why It’s Hot: Campaign-based directly sent mail promotes testing at a low, all-inclusive per piece price. More specifically, it allows a brand to pivot quickly in terms of format, layout and creative if the response rate is favorable or unfavorable. In these changing times, this is a viable strategy.

Insert Media 

Definition: A pre-printed advertisement that usually features a special offer. Hundreds of brands use inserts to acquire new customers across a wide range of demographic and lifestyle segments. Insert media delivers numerous new customers at a low cost and with significant reach. Why It’s Hot: Insert Media is a cost-effective, reliable and revenue generating solution for brands. More specifically, it is targetable and measurable, drives cross-channel results, offers category exclusivity, and serves as a brand endorsement. From catalog blow-ins, package inserts, shared mail, onserts, and single-sheet inserts, to statement inserts, Insert Media is turnkey with us. What’s more: Insert Media is not affected by the postage rate increases. We understand that there is “no one size fits all” when it comes to your brand’s marketing strategy. We are here to help you determine the right direct to consumer mail “fit” to further elevate your plan and join the Renaissance happening now. In the meantime, you might be wondering: “What about all the news on the USPS rate increase that I’m reading?” We have you covered. Next week, we’ll be sharing all that you need to know about these upcoming changes and our recommendations for your continued success. Sources include Oxford Languages, Plumb Marketing, Pebble Post, and Marketing Chart.
Compliance,Rules,Law,Regulation,Policy,Business,Technology,Concept.

Data Compliance: How to be a Smart Marketer in 2021

by DataMarketing StrategyMarketing TrendsNews

While the U.S. does not have one federal law that regulates the protection of personally identifiable information (PII), PII is protected by several sector-specific laws. The major players are the Federal Trade Commission Act (FTC Act), the Telephone Consumer Protection Act (TCPA), the Children’s Online Privacy Protection Act (COPPA), the Fair Credit Reporting Act (FCRA), and the EU’s General Data Protection Regulation (GDPR). These are just some examples of laws that apply to customer protection, financial institutions, telemarketing, commercial emails, and European markets.

While there is much to consider, businesses in the U.S. can be data compliant by fulfilling the requirements of the GDPR, understanding state-specific regulations, creating a comprehensive and detailed privacy policy, and employing data encryption and security. Please find more detail on how to be a “smart marketer” below (including bonus tips!).

Safety,Concept:,Closed,Padlock,On,Digital,Background

Five Reasons to Keep Data Privacy at the Forefront of Your Omnichannel Strategy

by Marketing StrategyNewsSearch

According to a recent survey, 40% of marketing executives conveyed that a lack of legal clarity is a barrier to implementing stricter privacy practices at their organizations. While we understand the ambiguity of today’s data policies – especially with COVID-19 causing delays and distractions – marketers must be as proactive as possible about data privacy. Here’s why:

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The Pandemic Effect:
Five Search Optimizations to Help Your SEM Efforts This Year

by Marketing StrategyNewsSearch

There’s ample evidence that the pandemic had a huge impact on search behavior in 2020. These changed search behaviors coupled with our new current realities can help bring a renewed focus on your search marketing optimization efforts right now. Below we outline five simple optimization tips that can assist your SEM programs and yield immediate results today.