A recipe for the perfect audience development team

A recipe for the perfect audience development team

Melissa Chowning

Hire it, outsource it, or foster it within existing staff, but there are certain skill sets and areas of oversight that media companies should not go without if they want to grow their digital footprint. The purpose of this blog post is to help you determine if you have that role on your team currently. And if you don’t, why you might be sacrificing opportunities for growth and leaving money on the table.

The overarching goal of the audience development department is to understand the entire consumer experience funnel — the path that customers take starting with brand awareness and acquisition through to retention and referral — and to find opportunities for optimization, growth, and monetization. Additionally, this team should be responsible for creating the strategies and plans by which to attract and engage your audience on a regular basis.

The Death of the Open Rate and WTF Happened at WWDC?

The Death of the Open Rate and WTF Happened at WWDC?

Natalie Paschall

Whether it was an alarming pop up notification or just something talked about in passing at your last company huddle, you may have heard the latest hot digital marketing gossip that THE OPEN RATE is dead. The bad news? That may actually be true. The good news? We’ve compiled the important details fueling the frenzy (brought on by Apple’s 2021 Worldwide Developers Conference announcement), and cut through the noise for you.

Whatever Happened to Pinterest?

Whatever Happened to Pinterest?

Natalie Paschall

So … Pinterest, huh? Yep, it’s still a thing. Maybe it was due in part to those searching “how to make your own sourdough bread” this time last year, but the numbers tell the story here. We reported last year that we saw a consistent trend across our quarterly reporting for clients: Pinterest referral traffic grew in Q1 2020 … and, what’s surprising is that is still true four quarters later.

The Third-Party Cookie Crumbles

Melissa Chowning

At the beginning of the year Google announced that its Chrome browser would eliminate the presence of third-party cookies, making Chrome the third major website browser to take this step following Safari and Firefox who made the move in 2020 and 2019, respectively. Google’s move is certainly the most significant though, simply because of Chrome’s dominance in their share of browser usage.

About-Face: The end of Facebook targeting as we know it

Natalie Paschall

We’ve all seen either bright yellow warning signs in our Facebook ad account, Facebook’s full page ad in the NYT, the Facebook ads on The Daily calling on the government to “clearly define privacy law”, or the write-ups on The Guardian, The Verge, Wired, or Bloomberg… the signs are everywhere. To sum it up in a sentence, Apple’s AppTrackingTransparency framework that will be released in iOS14.5 later this month requires Facebook to blatantly ask for the user’s permission to track and utilize their data for paid advertising. That means you, as a Facebook user will have to explicitly give Facebook permission to track your behavior and use it to sell advertising.

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