Sending Out an SOS (Save Our Signals)

Feeling uncertain about your future marketing strategies with shrinking access to consumer data? With increasing crackdowns on third-party tracking and expanding privacy protocols, digital advertising is becoming more challenging. The insights marketers gain about user intent based on tracking online activity is technically known as data signals. To help marketers adjust to data signal loss, Deloitte Digital, in partnership with Meta, has released a Signal Resiliency Guide.

The 35-page report is packed with valuable best practices and insights on how to evaluate and evolve your signal strategy (AKA target your audience via advertising in this new environment). Not all the advice will apply to your brand, but here are some highlights to start thinking about in light of the shift:

• Strengthen first-party data collection processes: Without third-party info, your team should prioritize efforts to collect first-party data, which can include innovative methods like creative use of AR.

• Improve data governance: Data collection must adhere to strict privacy and regulatory requirements, so you need strong infrastructure to ensure compliance.
  
  
• Leverage the power of organic search: Learning what users are searching for can lead to actionable solutions.

Data signal loss is inevitable, so take some time to identify alternative ways of gaining the information you need for effective advertising.

TL;DR: Loss of third-party tracking is forcing marketers to seek out alternatives. Meta has released a report with helpful strategy tips and tricks.

Bop to the Top (of Google)

When you think of Twitter, you think of hashtags, news, and witty trends, but what about SEO? Google is testing a Popular on Twitter panel in its search results. Tweets will now show up for some relevant location-based search queries, providing an extra exposure boost for popular posts. While tweets have long been incorporated into search results, this new feature is just another example of the potential SEO benefit of Twitter.

Whether you think your audience is on Twitter or not, they’re almost certainly using Google, and this new feature reinforces the value of maintaining a strong presence on the social media platform with keyword-relevant content. 

But not any old tweets will do. As you consider SEO when crafting tweets, be sure your brand’s personality shines through. Interesting copy, strong visuals, target keywords, and clear calls to action are the foundation for a winning strategy. A distinct and carefully curated brand identity on Twitter is key to succeeding on the app (and tweets showing up in Google’s Popular on Twitter panel is icing on the cake).

TL;DR: Google’s Popular on Twitter panel drives brands to consider SEO when crafting tweets. 

ICYMI