Most people think of the weather as fickle and unpredictable. In that context, making business plans based on weather would seem like a silly use of time.
Consumers love shopping online – but they’re not going to abandon bricks-and-mortar anytime soon. If it’s any indication, even the king of online retail, Amazon, has been opening physical stores.
Advertising based on a person’s internet habits is so effective because it connects needs with solutions – sometimes in real time. Clearly, it’s far superior to the days when businesses paid primarily for audience reach, hoping somewhere in the crowd, they would connect with the right person at the right time.
Up until now, at the center of this process has been web cookies, the small files embedded in websites that enable the tracking of a user’s online movements. Third-party cookies, which can track behavior across multiple websites, have given marketers a wider window to see more deeply into their target audiences.
But, third-party cookies are exiting the world wide web and taking many marketers’ go-to advertising strategies with them. When it comes to cookies, it’s time to start thinking about new advertising plans.
A data security incident at any business – large or small – can cause serious damage. The average cost of a data breach rose to new highs in 2021, to the tune of more than $4 million.
Most marketers want an accurate understanding of their digital advertising results, but effectively harnessing and analyzing the data can be tedious and difficult. Anymore, it’s common to simultaneously manage multiple campaigns in multiple locations across multiple platforms – which quickly generate an overwhelming amount of information to track and digest.
From TV to digital ads to social media content, Americans are exposed to around 4,000 to 10,000 marketing messages each day. There have never been more channels available to reach your desired audience. But don’t forget: everyone else wants to reach them, too.
When people have questions, they turn to Google for answers, judging by the 5.6 billion Google searches that are conducted every day. Day or night, online searches put the power of freely accessible information at consumers’ fingertips .
These billions of searches become a form of business intelligence through tools like Google Trends. Like a window into the minds of consumers, Google Trends spotlights what information people are seeking connected to an industry or product and gives marketers an additional source of external data when planning marketing strategy.
