Thursday Thoughts On Advertising 3
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Google Analytics, Customer Journey Mapping, Social Media Updates, Content + Context, and Blockchain.
GOOGLE ANALYTICS JOURNEY TRACKING
Google Analytics Customer Journey Improvement. See the article here
Google Analytics recently rolled out new features to help advertisers paint a better overall picture of the customer journey. The three features recently released are as follows:
Device Overlap Report: Allows advertisers to gain a holistic idea of how users are interacting in multiple sessions, across multiple devices, along various steps of the customer journey.
Device Paths Report: Allows advertisers to analyze how customers interact with content through the device category dimension and ultimately drive a better user experience based on device.
Acquisition Device Report: Allows advertisers to see which device was used to acquire a user. Advertisers can tell which device was used initially and, if different, which device gained the conversion. It also provides insight into those who do not convert so you can optimize appropriately.
Overall, Google Analytics is stepping up its game and helping the advertiser get a holistic picture of how their content and ads are affected throughout every interaction, regardless of sessions, or the device a user chooses to convert on.
CUSTOMER JOURNEY MAPPING
How To Design a Customer Journey Map, See the article here
Building a Customer Journey Map is no easy task. In order to be effective, you must take a look at how the various aspects of your business interact with the customer. The best place to start is with sales since they will have the most direct contact. Your journey begins here, then touches areas such as operations, content strategy, analytics and development, then finally it must end with the customer approval.
Pinterest Is Becoming A More “Social” Media Platform See the article here
Pinterest is becoming more and more of an actual “social” media, rather than just a place people go to consume content. Users can now take more specific social actions people including planning events and group projects. They’re moving in on Facebook’s functionality from the user side, and from the ad side, their self-serve platform is getting more and more prevalent.
CONTENT + CONTEXT FOR MARKETERS
Queen Content May Trump King Content For Marketers. See the article here
If Content is King, then Context must be Queen. There are so many different data points to target within a single digital marketing campaign that depending on your organizational role, context may be more important. It’s the marketers’ jobs to issue the most relevant messaging possible and make sure it is going out to the right people.
Blockchain & It’s Alternate Uses, See the article here
Blockchain is at its very early stages of application beyond its common use. Bitcoin, which is an application of blockchain, has stolen the headlines with its usage and volatility in value, however, blockchain is being invested in heavily by several sectors for different uses. The three spaces that could be most affected are Finance, Healthcare + Technology/Media.