Digital and Marketing

No matter how beautiful, fast, on brand or well written your website is, it’s not benefitting your business in the way that it could (and should) be without visitors. Much like a physical store, your website needs to be promoted, and people need to be able to find it, in order for it to work harder for you. In this free webinar, we’ll discuss ways in which you can gain traffic for your website and give you the insight you need to be able to start using them within your business.

The following presentation was given live as part of series of webinars produced by Archant, you can find details of upcoming seminars and further information on how we can help with your business marketing challenges at www.archanthub.co.uk/insightday  

We think you may also find this interesting: Archant: How do I use google analytics effectively?

… that will affect your Google Ads account and other ad accounts’ abilities to remarket, retarget and report.

In this video, Hend explains what this change means for your business, what you can do to rectify these changes, and what we’re doing for our clients.

Read here for the main takeaways and action points:

What’s changing?

• As of May 2018, GDPR came into effect to protect user data. This changed how we store and use data, and the laws mean you can get fined. This has been updated several times, most notably in July 2019, to make cookie consent more explicit.
• This year more changes are coming to cookie policies, creating more limitations.
• There’s a lot of information out there, essentially businesses and marketers need to be transparent about personal data they are collecting on users.
• Now what is data? Personal data is any information that you could use to identify a person. So that includes their name, phone number, photos, IP address.
• These identifiers are heavily used in digital marketing by both analytics and the ad platforms, such as Google & Facebook.
• IP addresses and cookie identifiers can be considered as personal data – which are heavily used in digital marketing by both analytics and ads platforms alike.

What does it mean for you and your business?

• In order to be GDPR compliant, you need to make some changes, current guidance says you need to:
• Clearly indicate your site uses cookies.
• Only start tracking user activity and assigning cookies once the user has opted in to be tracked.
• Make sure that data is safely secured, by putting measures in place so no one can access or hack your data. That would include things like antivirus software, etc. It’s vital that no one can access that information. 
• Have a record of user consents and be able to remove data at a user’s request.
• You’ll likely need to update your privacy policy, this is important. Explain what safety measures you’ve put in place, regarding how user data is handled/used, and update your cookie policy to describe which cookies are being used on your site and why. This should clearly explain what data you’re going to be taking from people and how you’ll be using it. 
• It helps to implement a GDPR compliant cookie management system, like Cookiebot or Civic, which categorise cookies and give users opt-in control.

What effects will it have?

• Trends of up to 10-50% drop in audience visibility.
• Impact on remarketing display audiences.
• Decreased visibility on marketing channels and spend attribution.
• A change in the reported cost per acquisition data on ad platforms, such as Google Ads. New cookie policy will mean that advertisers will still be charged for clicks where cookies are declined, so costs and clicks will still be visible, but conversions will no longer be visible. With this in mind, it may appear that less conversions are taking place, when they actually are, but are no longer visibly reported on in these platforms, to protect user privacy further.

What can we do to fix or at least close the expected gap this change will have on tracking?

• Allow people to positively opt-in to you having their data and using it for marketing purposes, that means UX (user experience) creating your cookie consent dialog whilst staying GDPR sensitive.
• A good example of that would be having a tick box next to a contact form, saying “yes you can use my data”.
• Monitor the drop in traffic (eg. use the cookie management system, like Cookiebot, to compare opt-in vs opt-out).
•  Adjust target cost per leads or ROAS.
• Manage expectations (If 30% opt out then you should expect to lose sight of 30% of conversions. Those conversions are still happening, but they are invisible to conversion tracking).

What has Fountain done so far?

• Worked with clients to categorise cookies from services we utilise and implement GDPR compliant cookie management systems.
• Invested into alternative tracking solutions, like GA4 (Google Analytics 4), which give data control back to organisations or bypass cookies altogether.
• Experimented with Google Consent Mode but this implementation is not yet commercially ready for businesses as we found that traffic visibility dropped dramatically with no way to recover data.
• Finally, we’re working towards transparent experiments in collaboration with some of our clients. 

Useful resources:

• https://www.cookiebot.com/en/
• https://www.cookiebot.com/en/eprivacy-regulation/
• https://www.cookiebot.com/en/google-analytics-gdpr/ 

Fountain Partnership is a global, outcomes-focused digital marketing agency helping businesses grow online.

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Maybe you have heard only a little about Pay Per Click (PPC) marketing and are curious to know more, or you already know that you want to use PPC to market your business, but aren’t sure where to start?

Content / Takeaway

In this webinar, you will discover:

• What Pay Per Click is
• How to research PPC keywords
• The basics of Google Ads

About the Speakers

Kathy Ennis, Founder of LittlePiggy

Kathy Ennis is the founder of LittlePiggy. She is a Business Mentor and Trainer with over 20-years of business experience. She is an expert in helping micro and side-hustle businesses start-up and scale-up. Kathy is a trainer and an ambassador for the Facebook #SheMeansBusiness campaign, an Enterprise Nation Local Leader and co-founder of 24 Degrees.

Emma Goode, Founder and CEO of 24 fingers

Emma Goode is the founder and CEO of the award-winning digital marketing agency, 24 fingers. She works with business owners and third sector organisations to help them grow and develop through social media and online marketing. Emma is an active Local Leader for Enterprise Nation and co-founder of 24 Degrees.

LittlePiggy and 24 fingers (together we are 24 Degrees).

In the second part of our Insurance Marketing webinar series with acclaimed digital development agency Kyan, Rachel Murray and Harry Ford look at How to increase revenue with digital…

Reaching your audience is one thing, but how do you convert them into a sale through digital channels when they know you? This is the ability to improve your site and digital platforms’ ability to generate leads and sales (especially as J.D. Power’s annual insurance report showed that websites surpass agents in terms of importance to client interaction).

Fountain Partnership is a global, outcomes-focused digital marketing agency helping businesses grow online.

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Fountain partnership

Our PPC expert Hend explains what changes are coming to cookies, tracking and GDPR in digital marketing, but also what you can do.

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In the first episode of our Insurance Marketing webinar series with acclaimed digital development agency Kyan, Harry Ford and David Cooper look at the most cost-effective ways to reach your audience…

Given that your audience is migrating online at a faster rate than ever, we identify platforms that can be used to reach and communicate with them and what new innovations can help you do this.

Fountain Partnership is a global, outcomes-focused digital marketing agency helping businesses grow online.

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Discover how the latest ecommerce tech can increase your retail profitability in 2021 with Google, Zellebrate and Knomo & Inc Retail.

Fountain Partnership is a global, outcomes-focused digital marketing agency helping businesses grow online.

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In unprecedented times, the importance of community, be it in the physical world or online, has never been more important. With increasing numbers of consumers now scrolling through their social media more, and using social media and online channels to choose where they shop. It’s vital that brands deliver a positive experience and engage with their customers online, and take the opportunity to develop that relationship with their customers.

This session explores how you can build relationships and start conversations with your customers to develop an active and engaged social media community within both the B2B and B2C industries. This in turn will help you to turn your social media followers into customers and keep them interested and invested in your brand, product or service.

Building your social media presence and community will strengthen your brand, build trust with customers and help you to continue to do business even through these turbulent times. This session will inspire you to harness the power of social media and arm you with tips and tricks to executive more effective, engaging and successful social media strategies by focusing on your customers and building your online community.

Full virtual events programme | SocialB