In an article published earlier this year, Jessica Rich, former director of consumer protection at the Federal Trade Commission, noted that it took two decades in 2000 for Congress to fail to comply with the FTC’s key recommendations. Unlimited collection data. online and in our public spaces, excellent platforms that know everything about us and dominate the market, and algorithmic predictions that carry the risk of prejudice and lost opportunities.
She hardly exaggerates the situation and is not pretty. You could call it the “Wild West” and another negative consequence is that it is controlled by the local sheriffs. CCPA Protects California Consumers; we now have CDPA protecting Virginia consumers in surprisingly different ways; and Hawaii, Maryland, Massachusetts, New York, and North Dakota have their own privacy policies.
Imagine a federal law that allows brands across the country to understand how they can and cannot communicate with consumers and how to control the data they collect. Good for brands, good for consumers. But is this a good policy? Because it is very important that Congress continue.
Pinterest gives creators a boost in times of tension
Pinterest not only helps your audience during a stressful time, but it also takes steps to grow and strengthen your community. They often do this to differentiate themselves from other platforms, such as Instagram or YouTube, rather than following standard social practices. Pinterest is followed and shared, but for years it has been explicitly denied that it was social media. They describe themselves as a visual discovery.
What they define themselves is not as important as helping community members. And that’s important for marketers, as Pinterest reached more than 400 million active users last summer. It grows between Generation Y and Generation Z, with a 50% year-on-year increase for men on the platform.
Empowering Pinterest creators is the power of the entire community and makes it even more valuable to brands. The steps Pinterest is taking in this direction show how users and their preferences have changed.
In late September, Pinterest launched Story Pin, which allows you to tell stories on different pages. This beta also includes a new creator profile and analytics tools to monitor performance. Pinterest also gives creators access to community analytics using the trending tool.
At the heart of the new Story, Pins format is a bet on how other digital stories are told. For example, Instagram Stories expire after 24 hours. They stay where they are on Pinterest. This feature harnesses the eternal value of Pinterest content, allowing repairers to discover what has been overlooked in the past.
Order a MOP before purchasing the new item
Martech Sara McNamara, MOP expert, and Slack architect started a big discussion on LinkedIn about buying marketing technology without consulting the technology/marketing departments at the start of the competition. According to Sara, it’s a waste of time, money, unnecessary tools, and the loss of Martech’s true talent.
Deborah Mayen, head of Molex MOPs, added: “It is ironic that you also discredit dogs. We are not consulted at the time of purchase and cannot determine if it really meets our needs (often because no one does). No). It means ROI.) Because we have to make it work.
Then there is the practical problem of managing technical acquisitions. Remember “shadow IT”? He’s still with us, says Sara, “(we) have many technicians handling credit cards and commercial purchases, but companies aren’t trying to figure out how to block parallel IT purchases.
More than half of the brands have a sevenfold return on Amazon ads
As COVID-19’s locks and quarantines force everyone to stay home, US consumers will spend 44% more online in 2020 than in 2019. The pandemic is widely accepted by Amazon as an e-commerce platform for many brands and Amazon. Consequently, ads accelerate.
Feedvisor surveyed more than 1,000 Fortune 500 businesses about their e-commerce strategies during the pandemic and found that most were successful with Amazon and advertising on the platform:
• 78% of the surveyed brands are currently selling on the platform (compared to 55% in 2019)
• 88% of brands use Amazon’s advertising platform (+ 21% compared to 2019)
• 51% of brands said they saw returns 7 or more times (39% of brands saw returns 4 to 6 times)
But it wasn’t just rainbows and sunshine: “As Amazon continues to pursue branding strategies and gain notoriety, other electronic marketplaces are joining. The relationship shares similar brands outside of Amazon. Challenges to market the platform on Amazon.” Inability to control the client’s experience, ”reads the report.
Because we care.
Along with e-commerce platforms like Shopify, many brands took advantage of the e-market when the pandemic occurred. Businesses need to use these platforms and their latest technology to drive more traffic to their product listings, create a personalized shopping experience and tailor their advertising campaigns to their target audience. “Brands embracing the digital retail revolution, investing in data and technology solutions, and optimizing the Amazon and electronics markets will be well-positioned for long-term growth in the inevitable new normal,” Victor said. Rosenman, founder and CEO of Voergewer.
Brands need more control over customer data strategies
Brands are struggling to bridge the gap between consumer privacy and people-based marketing. This is the result of a new Forrester report commissioned by the identity and analysis platform Neustar.
Based on a survey of about 500 respondents on privacy, marketing, and analysis
team of business organizations in the United States, the report reads:
• Brands are concerned about the future state of databases and the responsibility of their customers: concerns about the legislation, security of browser and devices and walled gardens;
• There is a lack of shared strategic thinking among the teams responsible for the privacy, data, and marketing;
• Brands claim to have mature privacy strategies, but fewer personalization and marketing strategies across the channel.
Recommendations in the report include examining privacy, data, and marketing strategies and verifying the potential impact of data aging threats (such as the recall of third-party cookies).
Because we care.
Of course, Neustar also invites you to focus on universal non-cookie-based identifiers, as this is one of Neustar’s offerings. However, the report highlights a significant gap between privacy practices on the one hand and data and marketing practices on the other. Trademarks must respect privacy or have legal consequences. But the management and use of data seem to be omitted to ensure that the data is collected correctly.