Digital Intelligence Report
March 2021
Photo by Alejandro Barrón from Pexels
PROGRAMMATIC: Whether Google likes it or not, Unified ID isn't dying just because it has its doubts. R ... Publisher-centric Polar is spinning off its ad product. R

SOCIAL: SnapChat and TikTok employ filtering to show beardless faces of bearded people. R ... Are you relevant in your social media channels? To be relevant, be helpful, trustworthy or knowledgeable while providing a distraction and a willingness to connect. R ... More than a third of marketers aren't satisfied with their ability to show ROI with influencers. R

  • Facebook: The average CPC in the U.S. for a Facebook ad is $0.23. R ... Might the U.S. follow Australia in making Facebook pay for news? No doubt there will be attempts. R ... Facebook is offering a business tips video series. R
  • Instagram: The platform is adding features to warn/protect minors. R ... Are you tracking the number of times your posts are saved? This and other metrics are pretty revealing. R
  • SnapChat: SnapChat is promising millions in its efforts to grow a TikTok-lik offering. R
  • TikTok: Business accounts will be able to auto-reply when TikTok users reach out. R ... Check out TikTok's best performing ads. R
  • Twitter: Tweeting "Memphis" last weekend limited your account due to a security glitch. R ... Russia has threatened to block Twitter over banned content response. R ... Twitter is going after Clubhouse with its audio-focused Spaces. R
DATA: You need the data talent to cultivate meaningful insights but you need the insights to support hiring the data talent. R ... It's not always that our personal data is being shared, it's that too much of it is shared. R

SEARCH: Tell your story to the algorithms through meta data and alt tags, then you are ready to do the rest. R ... Only about 20 percent of searchers click on search ads during a Google session. R ... Pinching the searcher with a paid listing and strong SEO on the first page is the best route. R ... SEO can't work unless everyone and every department is on board. R ... Once you have mastered SEO, you need to master the art of reading your server logs. R

DIGITAL MARKETING: Most skimp on content, SEO and/or SEM and settle for average or below-average web performance. It takes more work than you are doing right now. R ... The Journalism Competition and Preservation Act provides the beginning of a payback system to news companies from Google/Apple/Facebook and others that benefit. R ... The marketing funnel is not linear and offers multiple opportunities for touchpoints. R ... Here are a few upcoming webinars and events to consider:

CONTENT MARKETING: Use content performance metrics to inform your promotion strategy. R ... Calendarize, automate your promotion and build tons of good content. R ... You love the idea of content marketing but you don't have the talent or time to create the necessary content? You can curate. R

EMAIL: Dig into your email database and trim out those who aren't opening or, worse, designating your sends as spam. R ... We've become satisfied with underwhelming email open rates. We don't have to be. R

ARTIFICIAL INTELLIGENCE: According to a report from Marketing Artificial Intelligence Institute and Drift, half of marketers consider themselves beginners around AI terminology and capabilities. R

PRIVACY: Apple's privacy designations might be a touch confusing for users. Here is a primer. R ... The Data Transparency Act has been reintroduced and would be a federal privacy option implemented by the FTC. R ... Google continues to collect data even when users are incognito. R ... Work-arounds are coming for the new Apple privacy updates. Will Apple enforce? R ... Google's privacy sandbox is already getting lampooned by privacy advocates. R

ANALYTICS: Whether you have access to first- or third-party traffic data, there is value to be realized monitoring, predicting and testing strategies. R ... Publisher sales of the future is going to require more and more information and the data visualized for quick ingestion. R
DIGITAL GLOSSARY
Marketing Automation – Audience action that triggers a series of actions and tasks that set into motion specifically designed marketing message delivery.
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.