New Twitter business profile? Search Console and Google Analytics integration? Google scrapping third-party cookies? An online shopping experience gap?
“Marketers need to build digital relationships and reputation before closing a sale.” – Chris Brogan
In this article, we’ll cover the following digital marketing news:
- Twitter: New business profile features
- Google Search Console + Google Analytics = New Functionalities
- Google dropping personalised ad tracking
- Relevance Report 2021: Ecommerce
Ready to dive in?
Twitter Analyst Day: New Business Profile Outlook
In February, at its Analyst Day broadcast, Twitter announced its plans for future growth and product strategies.
During the overview, the Twitter team (Jack Dorsey included) shared the first hints of the upcoming business profiles. Which, if launched, will include additional business information and dedicated features.
I’m glad to report, the company seems to have moved to the next stage of its business profile tools development. They are distributing a survey to selected users seeking their feedback on various potential business profile dedicated features.
Twitter Business Profiles coming soon…. pic.twitter.com/l08ZchXAdp
— 🟣 Matt Navarra (@MattNavarra) March 11, 2021
The new Twitter business profiles – with a customizable module – will include (judging by the current proposed form) several new elements-
- verification by default
- a business category
- new panel for business info (i.e. about, location, hours of operation, etc.)
- new business profile badge to signify it is an official and recognised business presence
Twitter is also working on an “automated account” badge to signify bot profiles –
This new dedicated badge aims to help users better understand who and what they are engaging with and, of course, possibly reducing the impact of bot activity.
To make sure it will deliver the best experience for both users and business profile admins, Twitter has included in its survey a range of features for a possible display to be rated based on helpfulness –
To those of us who have been wondering how those features might look like in a business profile, Twitter has it covered –
Currently, the social network has not yet made a decision on anything. Yet, I must admit, it’s quite interesting to see the various potential features they have in mind and how they’ll look on business profiles.
There is no certain release date set but it does seem like we are getting close to the launch of new Twitter business profiles.
Search Engine and SEO News
Google Search Console and Google Analytics Linked Properties
In early March, Google emailed users to notify them of an update regarding the linking integration between Google Search Console (GSC) and Google Analytics (GA).
The purpose of the update is to allow users to export data from Google Analytics to the linked Search Console property offering a better data flow between the two products.
Google’s search advocate John Mueller confirmed the upcoming “new experience” is in preparation for future functionality not yet released. Yet, what that functionality would be remains unclear.
Yeah, this was a bit of a confusing email, sorry. Essentially the team needs this to prepare for future functionality that’s not yet released, so at the moment you have to hang tight a bit and wait.
— 🍌 John 🍌 (@JohnMu) March 8, 2021
Initially, Muller stated the new experience relates to the Search Console Insights feature. However, search engine expert Barry Schwartz noticed the email redirects to the property association feature and referred to Mueller for further details.
Unfortunately, John’s reply puzzled Schwartz even further – “maybe I’m the one that’s confused then – hmm.” Daniel Waisberg (another search advocate at Google) shed some light on the matter –
So John was actually right (which is often the case!) – this is related to Search Console Insights. This is an update to the GA-GSC association to enable the data moving both ways.
— Daniel Waisberg (@danielwaisberg) March 8, 2021
The data flow between Search Console and Google Analytics will be subject to the respective Terms Of Service as follows –
- from Google Analytics to Search Console – Search Console terms of service
- from Search Console to Google Analytics – Google Analytics terms of service
According to Search Console Help, the GA-GSC association will work as follows –
“When you associate a Search Console property with a Google Analytics property, Search Console data is enabled for all reporting views associated with that property by default. As a result, anybody with access to that Google Analytics property or one of its views may be able to see Search Console data for that site.”
For now, we know new and further functionality is coming our way, but, what will it be related to, would it be around core web vitals, mobile-first indexing, new APIs or something else – we do not yet know.
PC and Ads News
Google’s Cookies Ban & Its Impact On Advertising
Time and again, cookies have been under scrutiny from privacy campaigners for the use of consumer data for marketing purposes. Yet, digital marketers have been thriving on cookies to help track users’ behaviour and interests online, improve user experience and target ads to the right audience.
In early March, however, Google confirmed third-party cookies will phase out by 2022. The company stated they “will not build alternate identifiers to track individuals as they browse across the web.” However, isn’t FLoC (Federated Learning of Cohorts) Google’s alternative approach to cookie-based advertising?
According to Google’s David Temkin –
“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers to get the performance benefits of digital advertising.“
Google’s actions to ban third-party cookies has not gone unnoticed by advertisers and media ecosystems. Even the UK’s Competition and Markets Authority has stated that Google’s plan to scrap third-party cookies (which would effectively share less information with advertisers) could have “a significant impact” on the advertising market.
Interesting stats: In 2020, Google Chrome commanded a 66.39% market share worldwide. In January 2021, in the UK, Chrome led the market with a 49.1% share of the market desktop, mobile, tablet and console internet browsers.
What does this all mean for advertisers? Outside of first-party data arrangement, the sole way of tracking and measuring digital ads across Google Chrome will happen through proposals managed within Google’s Privacy Sandbox (a.k.a FLoC). FLoC’s purpose is to offer businesses and advertisers a new approach to reach people with relevant content and ads by “clustering large groups of people with similar interests.” Despite the impressive initial results from FLoC’s testing (at least 95% as effective as individual targeting), this “reassurance” from Google’s Ads team does not sit well with advertisers.
Digital Marketing News
Consumers Are Frustrated With The Online Shopping Experience [Report]
Acceptable and satisfactory consumer experience hinges on brands’ ability to provide one crucial thing – relevance. Unfortunately, many businesses are suffering an online service gap.
Due to the changes brought upon by the pandemic, consumers’ online expectations have gone sky-high and the situation is only proving to be more challenging.
Relevance, convenience and simplicity have now become not only expected but demanded by each and every consumer.
Coveo’s Relevance Report 2021: Ecommerce will help marketers and brands uncover the top drivers of online consumers’ frustrations, why making the ecommerce experience relevant is important and how AI can help you craft highly-personalised and uber-relevant experiences.
The report was conducted among US consumers to examine the frustrations and challenges across three types of digital experiences – ecommerce, customer service & support and employee experience.
- 90% of consumers expected their online shopping experience to be equal to or better than the in-store experience
- 43% of consumers state they’d pay more if they could find what they are looking for with just a couple of clicks
- 28% of consumers would also pay more for the ability to find support content easily
- 26% of consumers say they would pay more if they could get personalised recommendations
- 50% of consumers state they sometimes or always have a problem when shopping online
- 73% of consumers say they would abandon a brand after three or less negative customer experiences
- 47% of consumers are bothered by website search
- 43% of consumers are bothered by website navigation
- 42% of consumers are bothered about finding relevant information
The biggest pain-point for businesses, according to the report, are –
- cart abandonment,
- low conversion rate, and
- low repeat and average purchase value.
At least one of these concerns can be improved as long as you have the right email marketing software on your side to create strong email marketing automation.
To find out what you need to focus on and improve to create an exceptional ecommerce consumer experience, download the Relevance Report 2021: Ecommerce here.
Do you have any suggestions or ideas about which digital marketing news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.
EmailOut offers the most generous freemium email marketing software product for professional micro-businesses and SMEs across the globe coupled with the very best rates for large volume corporate senders. Take a look now.