Digital Intelligence Report
April 2021
PROGRAMMATIC: If you have tears over the loss of cookies, there is a potential answer growing strength around household IDs that will make targeting even more intelligent. R ... A suit has been filed against Google for sharing data in the real-time bidding process they said they would not share. R ... Google's heavily context-based FLoC is now open for testing. R ... SWAN is another alternative for identification. R

SOCIAL: On the consumer front, social influencers are shifting to a more performance marketing tool and are treated almost like an additional platform. For the influencers, that means more pay aligned to sales like affiliate marketing or embedded e-commerce. R ... The power of influencers has reportedly been used in Russian propaganda. R ... Twitter and Facebook are still financial darlings but not without risk. R ... What's your ROI on social? R
  • Discord: Discord just added a Clubhouse-like audio conversation offering. R
  • Facebook: Facebook Analytics is going away, soon. R
  • LinkedIn: LinkedIn is also planning a Clubhouse clone, which makes sense given the amount of professionals using Clubhouse. R
  • TikTok: Ecommerce executions are getting tighter on TikTok, including one with Shopify. R ... TikTok is rolling out playlists to group similar content together. R ... SnapChat and Instagram have announced they will make the "duets" feature from TikTok possible on their platforms. R ... Instagram's is called Reels Remix. R ... Can you post too often on TikTok? Test it. R
CONTENT MARKETING: Even when you are sold out, you can still engage with your future customers and prospects through content. R ... The basics of a content marketing strategy are simple: Need, audience and your unique story. R ... Content marketing doesn't stop at content. The marketing aspect keeps the next action front and center. R ... There really isn't anything standing in your way to start a content marketing program. R ... What defines your content strategy to stand out? Brute force, differentiation or ingenuity? R ... Have you checked out a content experience platform? R ... SEO data should feed your content strategy. It gives everything from low-hanging fruit topics to competitive insights. R

SEARCH: There are specs for title tags for Google but the length of the title tag does not affect how Google reads it. R ... There are some Google ad features you might not knw about. R

DIGITAL MARKETING: Optimize for Core Web Vitals, prepare for the end of third-party cookies and figure out how to get your hands on first-party data. R ... The flexibility demanded in 2020 based on shifting budgets and optimizations is here to stay. R ... The third-party cookie challenges may bring many smaller publishers out of the advertising model and into the subscription model. R ... Do you have the tools that you need to do everything? R ... There were some entertaining April Fool's Day approaches this year. R ... Here are a few upcoming webinars and events to consider:

ARTIFICIAL INTELLIGENCE: Digital transformation is a set of processes, tools, and methodologies used by businesses to optimize their operational activities, such as offering differentiated service, increasing performance and expanding their reach. R ... Should AI guide all of your marketing efforts? R

PRIVACY: You have been able to opt out of personalized ads for years. Why isn't that good enough? R

EMAIL: During the pandemic, email volume increased. It might be time to pump the breaks a bit. R ... Don't embed video to your outbound email and send it to an Outlook environment. But there are other environments that will be fine with it. R ... Marketing automation requires technology, but it also requires skills. R

AUDIO: Podcasts continue to make the list for new forms of content marketers should try. R ... Pandora leads a cluttered marketplace for digital audio. R

VIDEO: The CTV fraud war continues to be waged. R ... YouTube Shorts, it's TikTok clone, now has more clarity to it. R
DIGITAL GLOSSARY
NFT (non-fungible token) – A unique, blockchain description of ownership over an original digital file, typically art but could involve more. Here's more about them: https://www.theverge.com/22310188/nft-explainer-what-is-blockchain-crypto-art-faq
For more details on any of the topics covered here, contact Rooster’s Chief Digital Officer James Arnold:
Cell: (913) 291-6996
Microcast/Podcast: The Rooster Cast
The goal of the Rooster Strategic Solutions Digital Intelligence Report is to provide intelligence around the digital product landscape. What is coming next. How to use what you already have. Who might be doing it right.