Facebook and GDPR: Insights from a Digital Media Buying Agency

In the wake of the Cambridge Analytica data privacy scandal, and with the European Union implementing its General Data Protection Regulation (GDPR) laws, Facebook has made changes to its user privacy policy. While the Cambridge Analytica situation was more related to the mishandling of data by app developers, the policy changes have gone beyond app integrations to address bigger privacy concerns that many Facebook users have had for a long time. This has forced most digital media buying agencies into strategy adjustments for their clients.

Many marketers are panic-stricken, asking themselves: “How will this affect my business marketing activities?” But fear not, as a top Florida advertising agency, we pride ourselves on being intuitive and proactive when it comes to helping our clients understand and navigate changes like this in their industry. In other words, we’ve got your back!

If you are using Facebook advertising, you probably use custom audiences or the Facebook Pixel to help you with targeting the proper audiences. As of earlier this year, there are changes you must follow in the way you collect data. New Facebook rules require you to comply with the following 4 actions:

1. Get explicit consent from each person in your database to track and remarket to them through Facebook.

There are a number of ways to do this including sending a mass email to everyone for whom you have contact information and asking that they reply with their consent.  From there, you must remove those who deny consent or don’t reply from your database. Yes, that involves some work, but you have to do it to be in compliance.

2. Make it clear to all website visitors going forward that you are collecting data.

Many companies today use what is commonly referred to as a “cookie banner” to allow people to accept or decline cookies. You might also seek consent as part of an email list sign-up process. You’ll want to discuss these needs with your web development company.

3. Make it easy for users to reject cookies and withdraw their consent at any time.

For those who change their mind about allowing you to track them, you must have a way to erase all of their data. Of course, the easier that is to do, the less time your team will have to spend doing it. So, coming up with an efficient process is key!

4. Be prepared to notify users of a data breach.

If hackers get unauthorized access to data in your possession, you must notify everyone whose data is potentially compromised within 72 hours. That isn’t going to be a fun note to send out, but doing it helps protect your customers from the hackers and helps your reputation in the long run.

How does this affect the value of Facebook as a marketing platform?

No question about it… marketers need user data to target and reach the right audience on Facebook, and the new rules will mean that less data is going to be available. This digital media buying agency definitely feels your pain!

Should you quit the platform? No, we’re not recommending that. But, it’s important to give some thought to how your strategy needs to evolve. Should you shift some resources to another platform? Temporarily cut back on your Facebook spend to see how things shake out? There’s a lot of questions!

As an experienced digital media buying agency, we can help you understand how the new focus on data privacy will affect your marketing efforts. Contact us today and let’s talk about getting you into — or keeping you in — compliance.

4 Commerce Marketing Metrics Every B2C Digital Expert Should Track

As big data and robust analytics information becomes more accessible and affordable thanks to platforms such as Google and Adobe Analytics, commerce marketing experts are becoming spoiled by choice. With so much information, it can be hard to determine which metrics are most important. To help you cut through the clutter, we recommend tracking these four B2C marketing metrics as the foundation of your true north to provide an insightful benchmark no matter what industry you’re in, or how mature your analytics team is.

Conversion rate

The single most important metric any business should focus on is conversion rate. This KPI is calculated by dividing the number of sales by the number of visitors to your site. Regardless of industry, the average conversion rate on most websites is between one and two percent. This means that even small changes to your conversion rate can have a big impact on your bottom line. Work with your analytics team, or partner with a digital marketing agency like BIGEYE to track the fallout throughout your booking funnel so you can reduce friction and boost this critical KPI.

Average order value (AOV)

Understanding how much people spend on average when visiting your site will help you unlock information about your customers’ lifetime value and gross margins. This is an easy metric to calculate by referencing your revenue against the number of orders over a given period of time. Once you know your average order value, you can also determine whether your business would make more revenue with fewer, large sales, or have greater success with many small sales. Armed with this information, you can tailor your marketing experience to your customers’ and business’s needs accordingly.

Website traffic

While knowing how many people hit your site used to be an important KPI for success, total visitors has grown less popular as more nuanced tagging has become available. Instead of focusing on total traffic (although this figure can provide insight into whether you need to boost your search strategy or advertising dollars), we recommend digging one click deeper into your traffic metrics. Understand how long people are spending on your site, how many pages people view per visit, and whether you have more unique or returning visitors. These metrics will help inform your content strategy and highlight areas where your information architecture could use support.

Cart abandonment rate

Unexpected fees, shipping or services costs, buggy credit card processing, and confusing or cumbersome form fields are just a few of the reasons customers abandon a purchase. Track your cart abandonment rate to understand how your commerce systems are performing and preemptively tackle areas that may be pain points to your visitors. Regardless of how high your cart abandonment rate is today, it’s one of the easiest metrics to improve by streamlining the checkout process.  

These four metrics are the anchors for every analytics strategy. So the next time you find yourself pondering, “what is commerce marketing,” or “how can I harness site data for my B2C marketing strategy,” come back to these KPIs. Learn more about how we can help you on this journey by contacting our team for an in-depth analytics consultation with our team.  

How a Credit Union Marketing Agency Can Put You One Step Ahead

When most people hear the word “credit union,” they usually don’t rush to their car with enthusiasm for a visit — yet credit unions and banks are important pillars of commerce, stability, and success in most communities.

 Just because credit unions play a highly functional role in most people’s day-to-day lives, doesn’t mean your brand can’t speak to your community’s values and become an icon people look forward to engaging with. A credit union marketing agency can transform your business – and your band – quickly and easily. Here’s how:

Break outside the box with fresh credit union design ideas

After the 2008 financial crisis, many credit unions and banks struggled to rebuild consumer trust. Using social media, creative advertising, and generating thought-provoking or helpful blog content can strengthen your customers’ trust.

As an example, Wells Fargo’s “Earning Back Your Trust” campaign features billboards, YouTube videos, and social media posts all aimed at acknowledging and addressing why their customers stopped trusting them after the crisis. Efforts like these humanize your brand and make complicated subject matter more accessible for the average person.

To strike the right tone for your campaigns to ensure your credit union is still professional and educational while showcasing your human side, partner with a credit union marketing agency like BIGEYE to create unbeatable content.

Freshen up your user experience with new content

Partner with an agency to take a quick pulse check on your website and highlight low word count or low-traffic site pages. Once you’ve identified these weak areas, decide whether content could be combined into another page or expanded upon.

As a rule of thumb, most pages should have 1,000 (or more) words to ensure each digital touchpoint is meaty and meaningful for visitors. This deep content also signals to search engines that your brand is an authoritative voice in the space and that it should be ranked higher in search results. 

Provide valuable services online

This last recommendation may be a little more difficult to implement, but worth the effort. Whether you use a website or app to accomplish this goal, make sure your customers can perform some services online without visiting your brick and mortar location.

For new or lapsed customers, this is a way to entice them to choose or return to your brand. Once you have them hooked, they will keep coming back for your services.

While it may be unrealistic for your credit union to adopt Bank of America’s complete digital banking style, a top Florida marketing agency can help you determine what services you can provide that will be of value to your customers and then successfully market those within your community.  

Contact us today for a free consultation on how our credit union marketing agency can help make your credit union more engaging than ever.

Retargeting (or remarketing) is creepy, but it sure works

Retargeting has been described as “turning window shoppers into buyers,” something that every business craves.
But this actually isn’t the best analogy – perhaps more of an overeager sales clerk who helps you in the store, then accompanies you to several other stores, all the while telling you what you’re missing out on.

You may call it a little creepy. The sales associate may call it being pleasantly persistent. Digital marketing experts call it a smart, effective method to encourage customers to learn about a product or business, and then be reminded about it later, and once again for good measure.

For those aren’t entirely sure what retargeting is, the short version is that it’s the ability for an advertiser to “follow” you when you visit their site, and have their ads appear on other pages you visit after you’ve departed. The frequency varies, but it explains why ads reappear for places you just visited on the Web or social media, even though the site you’re currently connected to may not have anything to do with that particular topic.

Far more than mere coincidence, (or in case you might have envisioned an advertiser with an unlimited budget who is keenly aware of the sites you visit), retargeting is a way to constantly remind customers about a particular business.

It also works: according to CMO, Adobe’s marketing blog, businesses typically see a 2 percent rate of people visiting and buying. But when retargeting is in place, all sorts of good things can happen, including a 400 percent increase in ad response, and 3 out of 5 buyers saying they notice ads on other sites. Those are impressive results.

Retargeting also isn’t terribly annoying – 25 percent of people surveyed had a positive or very positive reaction to seeing extra ads, compared to 19 percent who dislike them, and 57 percent who are neutral on the notion of retargeting.

For marketers considering adding the practice to your greater digital strategy, here’s what you should know:

How retargeting works

The mechanics of retargeting ads are pretty simple. On your home page or any inside page, you include a bit of invisible Javascript code at the footer. When visitors arrive at your site, your script will send a browser cookie to their phones or desktops. When they visit other pages in the future, the cookie will instruct the page to call and display your ad in one of the page’s available ad slots.

Retargeting requires working with a remarketing company, which usually is a member of common digital ad exchanges, and can help you craft your message. Social media channels like Facebook have their own process for targeting or retargeting, which can include ads on the right –hand column, or in your news feed.

When you establish your retargeting campaign, you’re able to configure how often your ad is displayed, be it every time visitors go to another page; or possibly, every fifth site they visit; when a certain keyword shows up (such as shoes). This also begs the question, “Does that style of ads end if the customer goes back to your site and buys something, or does it expire after a week or longer?”

AdRoll, a popular online provider, has confirmed that different subjects can require different timing when setting-up your unique campaigns. It recommends that people seeking travel info should be retargeted immediately, while those who are more interested in specific retail goods may not need to see these ads as frequently.

Some retargeting services allow you to get even more hands-on in your ad. ReTargeter, another option, said some people prefer self-serve campaigns, where they design all the aspects of their program, from the sizes of ads to where they appear. This may be better for your budget, however it may elicit more of a technical challenge than seeking a full-serve provider. The following include different types of retargeting, with varying strategies for various industries:

Health Care Retargeting

Pew Research study stated that 72 percent of Internet users tried to find health info during the past year. To counter the sometimes “iffy” results on various sites, there are also a variety of useful resources that have a stake in providing searchers with adequate details, including community health providers, along with plenty of pharmaceutical companies who don’t want anyone to forget their product.

According to HealthCareCommunication, retargeting allows health info seekers to do their homework, while returning slightly more educated about a specific topic. For instance, an individual may visit a site for their local doctor or hospital to learn about a particular procedure, and then, in turn, visit other sites to explore the topic further. Following all of this research, seekers will be prepared to be return to their initial site, hopefully with more knowledge.

Providers are advised to include a call to action – ask people to do something – and not have a retargeting campaign last longer than 30 days.

Hospitality/Tourism Retargeting

We’re all familiar with the frugal traveler who goes out of his/her way to spend as little as possible when on the road. On the other hand, there are those who stimulate the local economy with plenty of purchases of food and lodging, car rentals, souvenirs, and other expenditures. Either way, much of a traveler’s research is performed online, especially when comparing prices and making reservations.

If you’re a travel business, Trooz, a travel marketing site, suggests that a retargeting service can help you partner with other related businesses, especially of the higher-priced variety. That way, if you represent an inexpensive B&B, you may still target customers who visit airfare or local travel sites. In addition, you might also consider a service that includes international visitors.

Restaurants, another part of the industry, also have the potential to reap benefits. Restaurantnews.com confirms that those who click on your ads will already be familiar with you and what you offer, resulting in a stronger lead, rather simply than trying to tell the world that your brand exists. Throw in a coupons or a deal, and position your company in an even more exciting manner to fellow restaurant fans.

Retail Retargeting

Here’s where retargeting/remarketing really is a winner. If an item catches a shoppper’s eye, but he/she say “better not,” retargeting gives brands a second, third, and even fourth chance to talk the potential buyer into their purchase. Since so much of shopping can be deemed an impulse buy, a merchant can retarget shoppers by frequency alone, with phrases such as, “Are you sure?”, or, “Are you still thinking about these snazzy boots?” In addition, retargeting can be used to highlight items in an online shopping cart that that a prospective purchaser may have abandoned. With a reminder that the items are still waiting to be purchased, it’s not as difficult to successfully complete the transaction.

Based on the popularity of retargeting, there’s plenty of potential to include it as component of your marketing plan. Some experts warn not to rely too much on this singular service at the expense of other marketing options, but it has the potential to help extend your reach and politely nudge your audience in a desired direction.

Still have questions about retargeting, and considering a potential partner to lend industry expertise to your campaign? Contact our team of digital marketing experts to help close more sales – and drive-up revenue – for your brand.

To check out more of our media planning strategies, visit our Media services page.

How to spend your Q3 and Q4 retail marketing dollars

Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations.

1. Better your blog

Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy.

Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads.

2. Look harder at search engine marketing

Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations?  If not, consider where your efforts may be failing.

For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them.

Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes.

3. Focus on Facebook

While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers.

Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions.

4. Go for growth

While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process.

Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season.

5. Optimize email efforts

On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market.

But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions.

And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes.

6. Count on content

The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way.

Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand.

7. Cultivate the consumer experience

We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights.

Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement.

Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation?

As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI.

Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!

Why Customer Tracking Programs Using Data Mining Are A Win-Win

In today’s fast-paced, technologically charged environment, it should come as no surprise that every company we interact with – whether digitally or in-person – is collecting information about us. The team at BIGEYE’s Florida marketing agency knows that the more apps we download, the more time we spend perusing websites, and consequently, the more frequently we utilize rewards cards, the more we’re allowing the companies we interact with to increase their knowledge of us. The overarching purpose: to better understand how we use products and services produced and proffered by these businesses. For many years, this process, called data mining, was mired by privacy considerations. After all, how much about my purchasing habits do I really want a large, national brand to gain access to? With a little forethought, the answer has become much clearer: the more these companies know about us, the more capable they are to cater to our needs.

Before an influx of digital tools made it easier to gain insight into consumer behavior and purchasing preferences, businesses had to do quite a bit of “guestimating.” For example, it might be safe to assume that you sold 10 cupcakes over the course of a week if your inventory confirmed 10 fewer cupcakes than you had at the start of the week. But, what does that really tell you about who you sold those cupcakes to, and when during the span of the business week they were sold? This is where a well-defined loyalty program comes in.

When companies are aware of the exact products that you’re purchasing, and how often your transaction history includes these items, programs are better tailored, offering the goods and services that align best with your buying preferences. For instance, if your retailer knows your preferred toothpaste brand, then you’re probably a prime target when that brand comes out with a new floss or toothbrush. The retailer can offer you a discount that you’ll actually use, and as a result, you may end up with a fabulous deal on an innovative new product.

While this two-way street of business to consumer benefit has been standard practice in the marketing world, it’s taken on a new life in the age of big data. Using another retailer example, this is why Amazon is better equipped to recommend books that I might enjoy – after first becoming familiar with my current penchant for non-fiction, or why Facebook is able to directly target ads toward me – all based upon websites that I’ve visited previously.

[quote]There is a point-of-sale challenge, however – this data is much more difficult to capture during the customer’s in-store experience.[/quote] From an online perspective, Amazon has the benefit of being able to share products with its users that may be of interest to them – both while shopping and throughout the checkout process. On the flip side, while at a brick-and-mortar store, by the time you’ve reached the register, it’s often too late. As a result, retail businesses must strive to capture this data using other means. Here’s a sneaky little secret: logging-on to a store’s wifi, or accessing their app while you’re visiting a retailer, your consumer data – including your movements – may be captured, allowing for discovery of those merchandising displays that may have caught your attention.

Further developments in this space include data processing cameras that help map consumer preferences, including capabilities such as customer identification, with additional technology to recognize consumers each and every time they return to the store. While 77% of consumers claim to find this type of in-store tracking intrusive, what they may not realize is that they’re already being tracked through online purchases, mobile phone and social media usage, and many other daily activities. So, why should the in-store exchange be any different, particularly if it results in improved services and enhanced customer experience?

Yes, retailers are seeking personalized information about their consumers, just as the old adage of “knowing your customer” implies. Truly, however, most are really interested in obtaining these purchasing details primarily so they may create an unparalleled consumer experience – one that is more enjoyable and efficient shoppers, whether online or off. As a result, and in congruence with the resurgence of rewards programs, customers benefit from additional discount offerings, free samples, and other services targeted toward these uniquely personalized needs.

Need assistance in reaching prospective customers by employing an effective tracking program? Contact us today to partner together to score BIG returns for your business!