April 2018 News You Can Use

Hello from the team at Stukent!

Some months are more difficult than others for choosing the stories most relevant to the work digital marketers do.

This month wasn’t difficult: It was impossible. That’s why you’ll find bonus links scattered throughout this issue.

The main stories include game-changing tidbits like this:

  • The GDPR is coming soon – whether you’re ready or not
  • Facebook ad targeting is taking a turn south
  • The future of email marketing
  • Google changes you’ll want to know about
  • How to become a Google Analytics guru

Read all about those developments (and more) in this issue of Stukent’s News You Can Use.

1. ARE YOU READY FOR THE GDPR?

Topic: Ecommerce

Key Point: Surprisingly, few webmasters and ecommerce managers in the USA are talking about it, but this new European Union (EU) law takes effect on May 25, 2018, and it could rock some boats on every continent … bigtime.

The General Data Protection Regulation (GDPR) is aimed at protecting the privacy of EU citizens, but it applies to digital marketing carried out both in-country and elsewhere. It covers topics like consent to mail, right to access, breach notifications, and more.

Why should you care?

Here’s one good reason: if you run afoul of the GDPR, your company could be fined up to four percent of your global sales revenue or $28 million dollars (whichever is more).

Got your attention?

Here’s where to get the full scoop and make sure you’re prepared: GDPR info page.

ALSO SEE: Google changes ad policies to comply with the GDPR.


2. FACEBOOK AD AUDIENCE SELECTION LOSING STEAM

Topic: Social Media Marketing

Key Point: Ask any marketer about the benefits of advertising with Facebook, and you’re sure to hear hyper-targeted audience selection at the top of the heap. Due to privacy complaints, however, audience selection capabilities for Facebook ads are diminishing.

(Photo by Jaap Arriens/NurPhoto via Getty Images)

The social media giant says it’s turning off partner categories, adding privacy shortcuts, and generally phasing out the use of third-party data sources. For marketers, that means many targeting attributes will be removed.

How will the changes affect your ability to get marketing messages in front of your best prospects?

Some marketers are saying the sky is falling. Others aren’t so concerned. Get the scoop here: Facebook cuts access.

ALSO SEE: Facebook is dropping audience reach estimates for custom audiences.


3. GOOGLE ADWORDS WILL STOP LAST-CLICK ATTRIBUTION

Topic: Online Advertising

Key Point: Speaking of changes, Google says last-click attribution is on the way out. That move is expected to roll out sometime this year. Advertisers will need to choose a different attribution model for recognizing conversions.


Why is Google doing that?

The official line is that Google wants you to get a “truer sense of the value of a keyword.” Google wants your campaigns to succeed.

What will it mean to PPC account managers?

You’ll need to choose a different attribution method. Right now, you have five choices: linear, time decay, position-based, first-click, and data-driven.

Here’s how to deal with the change: Are you ready?


4. GOOGLE ACKNOWLEDGES ANOTHER ALGORITHM UPDATE

Topic: SEO

Key Point: Google says the latest update to the algorithm is in effect – BUT, there’s nothing you can do about it!

If your site dropped in the SERP (search engine results page) ranking, it doesn’t necessarily mean something’s wrong with your website. It’s may only be an indicator of a different rank-scoring model. 

Image Via https://neilpatel.com/blog/google-analytics-tips/

What is that model?

Only Google knows.

Barry Schwartz covered the news for Search Engine Land here: Google confirms.


5. HOW TO TWEAK GOOGLE ANALYTICS

Topics: Ecommerce |Analytics

Key Point: It’s one of the most powerful, but least understood, tools in the digital marketing arsenal. Google Analytics can provide data you need to make smart strategic decisions.

Unfortunately, most of us have big trouble configuring the tool and getting it to spit out the right information.

Neil Patel wants to change that.

His 21 actionable Google Analytics tips will help you get the reports you need (via email), take advantage of on-site search queries, set up your custom dashboard, and more.

Bookmark this one. It’s well worth the time investment: Google Analytics tips.

ALSO SEE: What’s new in Google Data Studio?


6. 2018 EMAIL MARKETING PREDICTIONS

Topics: Ecommerce | SEO

Key Point: Campaign Monitor spoke with six “of the most epic minds in email marketing” to develop their email marketing predictions for 2018.

The article begins with a claim that the old sales funnel paradigm has reached the end of its usefulness (and a new concept that merges pre-purchase and post-purchase stages has taken over), and it ends with the unveiling of a new type of email marketing automation.

In between are equally intriguing ideas about the future of email.

Get it all right here: The future of email marketing.


7. HOW TO GET BETTER RESULTS FROM YOUR INSTAGRAM FEED

Topic: Social Media Marketing

Key Point: Instagram announced changes designed to give users more control over their Instagram feed. A “New Posts” button will allow you to refresh the feed to see the newest posts when YOU choose, not when Instagram decides to refresh for you.

Other changes will give preference to post recency.

The goal?

Instagram wants to be “the best place to share and connect with the people and interests that matter most to you.”

How will it affect your marketing messages?

You guessed it: your strategy should be to maintain a flow of regular updates. The fresher, the better. Here’s the announcement: Instagram improvements.

ALSO SEE: More Instagram updates.


8. YOUTUBE MAKES IT EASIER TO GO LIVE

Topic: Social Media Marketing

Key Point:

YouTube says going live is now just a couple of clicks away. You no longer need additional software to get your message streaming around the globe.

How can you get it?

Right now, the easy streaming feature is only available via the Chrome browser, but Google says it’s coming soon to mobile and additional browsers.

Care to see an example?

Check the video below. For more info from Google, CLICK HERE.

 


Smart Marketers Stay Informed

Congratulations!

If you’ve followed through and read the news affecting digital marketing, you’re already steps ahead of many competitors.

Digital marketing changes so quickly that few try to keep up with developments. Don’t ever let that happen to you.

Remember:

Never stop learning.

BONUS LINKS

Oh yes, one more thing: Are you ready for zero-result SERPs?

See you next month!

When you see an article or announcement you think should be covered in News You Can Use, let us know. Be a Stukent field reporter!

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Nicole Call

Product Marketing Manager at Stukent. I like to think of marketing on a personal level, who are the individuals and are they getting what they want? I am a huge fan of singing in the car and hiking. Oh, and don't ask me why I like to run because I still don't really know.

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