Google Ads announces machine learning-based data-driven attribution models in new privacy landscape9/27/2021 “In a move away from last-click, data-driven attribution will soon be the default attribution model for all new Google Ads conversion actions,” tweeted Ads Liaison, Ginny Marvin on Monday morning. As Google works toward a move privacy-focused search experience for users, it’s also adjusting the available attribution models for advertisers. “[Data-driven attribution] uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy,” according to an announcement from Vidhya Srinivasan, VP/GM Buying, Analytics and Measurement, Google Ads. How it works. “Data-driven attribution looks at all the interactions—including clicks and video engagements—on your Search (including Shopping), YouTube, and Display ads in Google Ads. By comparing the paths of customers who convert to the paths of customers who don’t, the model identifies patterns among those ad interactions that lead to conversions,” says the about page. Benefits according to Google. In its “About data-driven attribution” page, Google lists potential benefits for advertisers:
The default last-click model only counts the final interaction toward the attribution, so advertisers have the potential to miss out on contributing micro-conversions along the user journey. “Data-driven attribution provides advertisers and businesses with reporting that better reflects the full marketing journey and higher performing bidding, which adapts to customers’ real journeys to conversion,” a Google spokesperson told Search Engine Land. Ad availability. The data-driven attribution model is now available for Search, Shopping, Display and YouTube ads. The announcement also adds that Google will be “ adding support for more conversion types, including in-app and offline conversions. We’re also removing the data requirements for campaigns so that you can use data-driven attribution for every conversion action.”Opting out. For advertisers that do not wish to participate in the data-driven attribution option from Google Ads, the five rule-based attribution models will still be available:
However, it seems it will be a manual switch as “Over the coming months, we’ll be migrating existing conversion actions to DDA for many advertisers,” added Marvin. DDA will also be available in Google Analytics 4. Other features and updates. Along with the transition to DDA, Google Ads has announced “a number of privacy-centric measurement features and product updates – many of which will directly impact advertisers,” said a spokesperson. These features and updates include the following:
Why we care. Attribution has long been an issue that marketers have faced. This conundrum is especially salient as FLoC threatens to take away even more data from search advertisers — leaving them cobbling together data on their own. Google Ad’s machine learning attribution model seems to be Google’s solution to this lack of data. “Privacy-centric, DDA trains on real conversion paths & uses machine learning to measure and model conversion credits across touchpoints, even when cookies are missing,” added Marvin. This is a “pretty big shift,” tweeted Kirk Williams, Founder of ZATO Marketing and PPC expert. “Data-Driven Attribution (DDA) was previously only available to accounts who had enough conversions in recent history to build the models to run DDA accurately.” To Williams, this indicates two big changes for Google:
Many advertisers have claimed that the lack of data and reliance on machine learning makes their jobs harder (how can we optimize when we don’t know exactly what is causing success or failure?). This is another care where they will have to just trust the information that Google Ads is giving them without seeing the inside of the process. However, if done well, it could help many advertisers better understand which campaigns and ads are contributing to overall success throughout the funnel. We will add more information on the new attribution model as it comes in. The post Google Ads announces machine learning-based data-driven attribution models in new privacy landscape appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3m00lmw
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The post 20210927 SEL Brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3ia4IKG If you’re a social media marketer, you know Facebook isn’t a fan of Apple’s recent privacy changes. The social media giant recently announced some updates and new features to help business owners advertise on the platform in light of the loss of data from Apple. “The social networking giant has repeatedly argued that Apple’s changes would impact small businesses that relied on Facebook ads to reach their customers. But it was not successful in getting any of Apple’s changes halted. Instead, the market is shifting to a new era focused more on user privacy, where personalization and targeting are more of an opt-in experience,” said Sarah Perez for TechCrunch. New communication options. The new features include expanded click-to-chat options from ads where “businesses can choose all the messaging platforms where they’re available to chat, and we’ll default the chat app in your ad based on where a conversation is most likely to happen,” according to the announcement. You can also start a WhatsApp chat from an Instagram profile, and the company will “begin testing paid and organic tools to help small businesses find and qualify leads directly within the Instagram app,” said Facebook. New communication options include a test to allow “businesses to manage emails through Inbox and send remarketing emails from Facebook Business Suite,” as well. More sophisticated advertising tools. “We’re also introducing File Manager, a new feature that allows businesses to easily create, manage and post content within Facebook Business Suite. Lastly, we’re making post testing available in Facebook Business Suite to let businesses test and compare multiple versions of a post to see which one people are more likely to engage with,” said the announcement from Facebook. Why we care. Facebook is expanding its advertising options, trying to make its Business Suite easier for businesses of all sizes to use, and developing other ways for businesses and customers to connect. While some SMBs may be suffering from the iOS change, these moves may be useful to help expand their social advertising and convert more leads via the channel. The post Facebook changes business ad options in reaction to iOS updates appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3lYSZPW Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers and no one likes bugs. Yesterday morning I found some tiny ants under my shower mat. I freaked out and smushed one with my finger and washed it down the bathroom sink. My daughter has been walking for a while now, so there’s a high chance that she’d find and eat a bug. I felt relieved until my husband told me that the ants released a pheromone upon being smushed that told the other ants where to find its… smushed self. So I, in essence, invited more bugs. That’s kind of how this week has felt with Google products. If you’re in SEO and PPC, it’s been the week of bugs — one right after the other. We finally got Search Console data back yesterday after a reporting bug meant almost six days of no data for some marketers (more on that below). Then, Wednesday featured a Google Ads outage bug “which caused some ads to stop serving temporarily. The issue has been resolved and no action is required,” said Ads liaison Ginny Marvin. While both issues have been resolved, bugs can be a real problem for marketers and the clients and stakeholders they work for. It highlights why clear communication is critical — not just between marketers and stakeholders, but between Google and marketers, as well. Carolyn Lyden, Phrase and broad match keywords that are identical to a query are now preferredWhen Google announced that it was expanding phrase match to include broad match modifier traffic earlier this year, it told advertisers that an exact match keyword that’s identical to a query will always take priority, so long as it’s eligible to match. Moving forward, broad match and phrase match keywords will follow that same behavior, Google announced on Thursday. In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords (shown above). Google has also revealed that BERT’s language understanding capabilities are now being used to understand the intent of queries and match them to keywords. Why we care. The natural language processing capabilities BERT brings to keyword matching may mean that your ads get shown for more relevant searches. Knowing how Google matches keywords can help you save time and better configure your campaigns. However, the removal of search terms not deemed “significant” remains a problem for broad match. Google has added more historical data for queries that received impressions but no clicks, which can be helpful, but advertisers may be missing out on important search query data if broad match terms with less “significant” queries drive more traffic. Google also recommended that advertisers group keywords into thematically consistent ad groups so their ads will serve from the ad group they expect them to: “Let’s say your business offers food delivery, and your most popular search categories are sushi and pizza delivery. In this case, we’d recommend three ad groups so you can tailor your creative and landing page: one for ‘sushi delivery’, another for ‘pizza delivery’, and a third for ‘food delivery.’” Microsoft Advertising launches Marketing with Purpose Business attributesNew attributes from Microsoft Advertising allow businesses to indicate their dedication to “responsibility, how your brand values align with the values of your customers, and how your brand is being inclusive,” said an announcement from Vi Nguyen, Crystal Zhang, and MJ DePalma. The attributes advertisers can choose from fall under four main categories: inclusion, environmental, community/social responsibility, and accessibility. Within those categories, there are 32 attributes that a business can choose. “These attributes can be set at the account level and used to decorate text ads and product ads,” said the announcement. Why we care. “Recognizing that these values drive value for both your brand and your customers builds trust and inclusivity. Understanding and addressing what your customers value is inclusive marketing. Overall, executing Marketing with Purpose in your advertising is an important way for marketers to overcome barriers in the moments that matter, and to connect with people. It’s an approach that brings us together and highlights great aspects of your business, authentically. It establishes trust, increases brand love, and nurtures loyalty,” Nguyen, Zheng and DePalma said. Google Search Console performance reports are now back to normalGoogle Search Console’s performance reports now seem to be back to normal and showing recent data after experiencing significant delays over the past several days. Now, if you look at your performance report, you may see data as recent as four hours ago, which is a normal delay for the performance report. Why we care. We are sure you are all eager to catch up on your reports and pull down the most recent data. This not only impacted the Search Console website interface, but also any APIs and data connections. So pull in your most recent data and check those positions and click-through rates (and let your clients/stakeholders know the data is back). Search Shorts: Creative best practices for Google Ads, hot takes on keyword matching, and #SEOChat on strategyMagic in the making: The 4 pillars of great creative. Google Ads just released its new creative best practices guide. Check it out here. “Ladies and Gentlemen, I present the least accurate Tweet ever.” That’s Greg Finn’s opinion on Google telling PPCers that “Keyword matching is now more predictable.” If you like that, check out Julie Bacchini’s epic post about the topic. Crystal Carter, SMX speaker and SEO expert, hosted an #SEOChat yesterday all about SEO strategy. Get the community’s take on how to prioritize and communicate strategy. What We’re Reading: Snap Scan shines new light on the company’s local discovery ambitionsWe tell local businesses all the time that they need to be on social media. Not only is it another citation, but it’s a place for happy customers to leave their positive reviews. Facebook is generally the best place, but Instagram could serve as a search engine too for those small businesses that focus on images to drive traffic and customers (think photographers and restaurants). Not one to miss the party, Snap is sneaking into the local market with its new Scan feature — it’s a “visual search tool that makes the world searchable and shoppable,” wrote Mike Boland for StreetFight. This version of artificial reality (AR) “applies machine learning and computer vision magic to identify items you point your phone at.” Then it directs you to the best option for buying that product. So where does local come in? This new shopping experience comes along with a bunch of other location-focused lens features “like Geofilters, Snap Map, Local Place Promote, and Local Lenses,” said Boland. The AR option means that buyers can potentially find their next fashion option at your store nearby. Is AR and visual search the future of local SEO? Probably not anytime soon, but there’s a chance it could help drive business for retail companies. The post Data, data, data, data rockin’ everywhere; Friday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3CFklBq The post 20210924 SEL Brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3EKl32a Email has long been one of the most reliable marketing channels for getting your messaging in front of your customers. But, because email is one of the most complex ways you can communicate with customers and prospects – through different mail clients, different ISPs, mobile and desktop, etc. – there are a lot of obstacles that can get between you and your intended recipients. Download the updated Email Marketing Periodic Table to learn everything you need to know about sending emails your customers want to receive and that inboxes won’t block from being delivered. This guide to success factors, toxins and traps will help you build relationships based on trust and send technically sound emails that land squarely where they belong: inboxes. Visit Digital Marketing Depot to get your copy of the MarTech’s Email Marketing Periodic Table today. The post Keep your emails out of the spam folder and in front of your subscribers appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3CGtkT4 Google Ads: Phrase and broad match keywords that are identical to a query are now preferred9/23/2021 A phrase match or broad match keyword that is identical to a query is now always preferred as long as it is eligible to match, Google announced on Thursday. In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords. And, Google has also revealed that BERT’s language understanding capabilities are now being used to understand the intent of queries and match them to keywords. BERT for keyword matching. “Since 2019, our research team has made significant improvements in how we interpret language, queries, and search intentㅡand your keywords now use this same technology to connect you with more people that are searching for what you have to offer,” Google said, referring to BERT, a neural network-based technique for natural language processing pre-training that Google uses to better discern the context of words in search queries. While not necessarily specific to keyword matching, the improvements in language understanding that BERT enables helps Google understand the intent behind queries and match them to keywords. BERT technology can be especially useful for broad match keywords. “For example, a highly specific query like ‘1995 5 speed transmission seal input shaft’ is now able to match with the broad match keyword auto parts because we can tell they’re related, even though none of the words in the query and in the keyword actually match,” the company provided as an example. Searches that are identical to your keywords. When Google announced that it was expanding phrase match to include broad match modifier traffic earlier this year, it told advertisers that an exact match keyword that’s identical to a query will always take priority, so long as it’s eligible to match. Moving forward, broad match and phrase match keywords will follow that same behavior. Here’s an example provided by Google: “Let’s say someone searches for ‘sushi delivery near me’, and you have the broad match keywords sushi delivery and sushi delivery near me. Before this update, both of these keywords would be eligible to serve. Now, the keyword sushi delivery near me is preferred because it is identical to the search term. Note that if you have an eligible exact match keyword that is identical to the query, it will still be preferred over the phrase and broad match keyword.” Now that broad and phrase match keywords that are identical to a search term also receive priority, according to Google, there is no benefit to using the same keyword in multiple match types as broad match already covers the same queries. However, depending on your structure and setup, this may not apply so test before making any changes. When a search isn’t identical to any of your keywords. Ad Rank used to determine which keyword was served when multiple keywords matched, but none were identical to the search. Now, in addition to Ad Rank, Google is taking relevance signals into account. Relevance is determined by assessing the meaning of the search term, the meaning of all the keywords in the ad group and the landing pages within the ad group. Here’s a breakdown of how various scenarios may play out:
To illustrate this in action, Google provided this example: “Let’s say someone now searches for “quick sushi delivery near me”, and you have the phrase match keyword “fast sushi delivery” and the broad match keyword food delivery. In this instance, the phrase match keyword will be selected because it’s more relevant, even if it has a lower Ad Rank than the broad match keyword.” Why we care. The natural language processing capabilities BERT brings to keyword matching may mean that your ads get shown for more relevant searches. Knowing how Google matches keywords can help you save time and better configure your campaigns. However, the removal of search terms not deemed “significant” remains a problem for broad match. Google has added more historical data for queries that received impressions but no clicks, which can be helpful, but advertisers may be missing out on important search query data if broad match terms with less “significant” queries drive more traffic. Google also recommended that advertisers group keywords into thematically consistent ad groups so their ads will serve from the ad group they expect them to: “Let’s say your business offers food delivery, and your most popular search categories are sushi and pizza delivery. In this case, we’d recommend three ad groups so you can tailor your creative and landing page: one for ‘sushi delivery’, another for ‘pizza delivery’, and a third for ‘food delivery’.” The post Google Ads: Phrase and broad match keywords that are identical to a query are now preferred appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3kxjBIi Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, have you made headway with your DE&I initiatives? Diversity is constantly top-of-mind for me as an SMX programming team member, as it is for our entire team. It’s easy to issue statements in solidarity with victims or denouncing injustices, but the real struggle is in identifying opportunities to make our events, workplace and industry more inclusive. Complacency and procrastination are our worst enemies here and only work to institutionalize inequity. Making your own company more inclusive doesn’t mean treating certain demographics, like white males, as second-class citizens. “Inclusion management is really about a rising tide that lifts all boats, making sure that everybody feels that they are contributing to the mission of the company,” Dr. Lauren Tucker, founder of Do What Matters, said in an interview with MarTech. She also distinguished between intention and completion, calling out companies that hired chief diversity officers for performative reasons. Instead, she advocates for employee resource groups with leaders who can advise the company on implementing diversity initiatives. At the top of this introduction, I said that the real struggle is in identifying opportunities to increase diversity. The Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing is one way we’re hoping to recognize professionals or organizations that have honored their commitments to positive change. I hope that this accolade shows aspiring professionals that they have a place among search marketers — I hope you’ll help us find that recipient by submitting a nomination before our October 8 deadline. George Nguyen, Google rolls out ticket booking links, ‘Things to do’ ads and an eco-certified badge for hotelsGoogle is introducing new organic and paid features for travel and leisure businesses, including ticket booking links and pricing in search results, new “Things to do” ads and an eco-certified badge for hotel listings. The ticket booking links (shown above) can be viewed in the Tickets tab when users search for attractions (like the Statue of Liberty, for example). Things to do ads are available to tours, activities and attractions operators; they include images, reviews, pricing and a booking link and are shown to users based on their search terms, location and other related details. And, the eco-certified badge for hotel listings is available to hotels that are certified for high standards of sustainability by certain independent organizations, like EarthCheck and Green Key. Why we care. As the world gradually moves away from the pandemic, these offerings could help travel and leisure businesses bounce back from over a year and a half of disruption. Ticketing booking links in search results may help attract reservations or sales for ticket sellers with competitive prices. The new Things to do ad format is another tool that attractions operators can use to reach travelers that have shown an interest in a particular destination and can be a nice supplement to organic marketing efforts. And, the eco-certified badge for hotel listings may distinguish business profiles in the search results, which can be a unique selling point for environmentally conscious travelers. While Google’s competitors in the travel sector may release (or already have) similar features available, these offerings strengthen Google as a travel platform by leveraging the company’s ecosystem of services and products, making it easier for users to plan their trips in one place. New Roku app on the way for Shopify SMBsRoku has announced a new Shopify app that will enable merchants to buy, build and measure campaigns across the Roku streaming platform. The Roku app will become available ahead of the 2021 holiday season, according to the company. As the first streaming platform available to Shopify merchants, the app is set to open up SMBs to affordable TV campaigns. It’ll allow business owners to set up, monitor and execute campaigns on their own, based on the parameters of their ad budget. Advertisers download the Roku app from the Shopify App Store, pick their audience and ad budget, and set timing and duration. From there, they upload their creative and have a campaign ready to go. Roku reaches tens of millions of U.S. households. In recent years, Roku has been a preferred streaming ad platform for many direct-to-consumer brands. TV streaming spend in Roku’s OneView Ad Platform nearly tripled year-over-year in Q2 2021. Why we care. A low barrier to entry means that there are a lot of opportunities on streaming for advertisers, which may be especially advantageous ahead of the holiday shopping season. On an OTT platform like Roku, for instance, viewers can watch premium services like Disney+, or ad-supported free services like Pluto TV, which includes over 100+ channels. With so much inventory, SMBs with smaller budgets can run ads in front of families in their living rooms. The easy app experience further enables the democratization of streaming advertising, and will increase the slice of the overall TV pie that OTT/CTV has been building. Questioning LSAs for lawyers and Google explains a use case for self-referential canonicalsSelf-referential canonicals help clean up small SEO mistakes. “Since you don’t know how people link to your pages, a self-referential one helps to clean up small mistakes. For example, if a link goes to b.html?utm=cheese, then usually the server just shows b.html, and a self-referential canonical link element there would then encourage search engines to just use ‘b.html’ instead of ‘b.html?utm=cheese’,” Google’s John Mueller said, explaining a possible use case for self-referential canonicals. The legality of LSAs for lawyers. An opinion piece was published in the NC State Bar Journal challenging local service ads (LSAs) by lawyers. The reasons seem sound enough: Contacting a lawyer via an LSA means that your communications may be recorded by a third party, lawyers have an obligation to warn prospective clients that their communications may not be private and the communications might be inadvertently disclosed. Tip of the hat to David Kyle for bringing this to our attention. Update: “Reviews on independent sites.” Last week, we shared that local SEOs spotted text like “200+ reviews on independent sites” on GMB profiles. I asked Google, and a spokesperson told me, “We strive to surface relevant information that helps people make decisions. As part of that, we’re running an experiment to showcase how many customer reviews local services businesses have.” I suppose we’ll just have to wait and see if this ever gets an official rollout. What We’re Reading: Facebook: Sorry, not sorryThe bad press continues for Facebook: An article by Ryan Mac and Sheera Frenkel for the New York Times has detailed the social media network’s new strategy to bolster its image. Code-named “Project Amplify,” the plan includes issuing fewer apologies, reducing outsiders’ access to internal data and distancing Mark Zuckerberg from scandals (to recast him as more of an innovator). Historically, Facebook confronted privacy, misinformation and hate speech controversies on its platform by issuing public apologies. Zuckerberg, himself, even took personal responsibility for Russian interference on the site during the 2016 election. However, these apologies haven’t redeemed the platform. Now, “They’re realizing that no one else is going to come to their defense, so they need to do it and say it themselves,” said Katie Harbath, a former Facebook public policy director. The company is now using the News Feed, the most valuable place on its site, to promote pro-Facebook content, according to the NYT. In April, the team behind CrowdTangle, Facebook’s tool that provides data on the engagement and the popularity of posts, was told that it would be broken up. And, I suppose Zuckerberg’s Independence Day electric surfboard post is part of his new, unapologetic image. I imagine users won’t react favorably to Facebook’s “Sorry, not sorry, but here’s more pro-Facebook content in your feed” approach. In addition, the company recently warned that Apple’s privacy changes will have a bigger impact on its revenue in Q3. So, investors are bracing for the news, advertisers are being impacted to a greater extent than they might’ve anticipated and users probably won’t be elated by the content of the NYT article. The company still owns WhatsApp and Instagram, but if it cannot turn the swelling tides, its flagship product may lose relevance. The post Google rolls out new products for travel and leisure businesses; Thursday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/39tqzb2 Google Search Console’s performance reports now seem to be back to normal and showing recent data after experiencing significant delays over the past several days. Now if you look at your performance report, you may see data as recent as four hours ago, which is normal delays for the performance report. Here is a screenshot I was able to take just minutes ago from my performance reports in Google Search Console: The delay. The delay started as early as September 18th, according to this Google help page. Google wrote “an internal problem is causing a delay in the performance report data. We’re working to resolve this delay. This is only a reporting issue and does not affect your site’s crawling, indexing, or ranking in Google.” Now resolved. As of this morning, Google started to bring these reports up to speed and they now largely seem all caught up. In fact, John Mueller of Google said this morning “Search Console data is likely going to be back up to speed later today, assuming the progress continues.” And indeed, the reports seem to be back to normal. Why we care. I am sure you are all eager to catch up on your reports and pull down the most recent data. This not only impacted the Search Console website interface, but also any APIs and data connections. So pull in your most recent data and check those positions and click through rates. The post Google Search Console performance reports are now back to normal appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3AAL2Xx Marketing leaders know that success today increasingly comes down to agility. Now more than ever, brands must quickly and compellingly engage audiences across a growing number of channels to drive results. But one critical—and overlooked—factor hampers the ability to deliver on these goals: ineffective communication. When communications break down, it creates tremendous costs for marketing organizations by eroding engagement with customers and prospects, decreasing alignment around brand messaging and goals, and preventing productivity and growth. For example, even well before the pandemic, poorly written communication was costing businesses a staggering $400 billion annually in lost productivity. This is particularly true in functions like marketing that rely on clear, consistent, and engaging interactions and content to achieve outcomes. And now, new customer and workforce demands are amplifying the cost of poor communication on marketing teams—and the opportunity that awaits should they overcome it. Why effective communication is the catalyst of meeting new demandsThe marketing function has undergone monumental shifts in the past year, leaving leaders grappling with an array of challenges that make it difficult to focus on long-term growth. This is why Gartner found nearly three-fourths (73%) of CMOs planned to fall back on low-risk, low-return strategies this year rather than look to develop new markets. For one, the explosion of e-commerce and omnichannel in the past year means marketers are managing an increasing number of touchpoints to engage audiences. Dealing with this influx is challenging enough, but with the ongoing impacts of the pandemic, consumers and buyers also expect more quality, personalization, and empathy from brands. These trends mean marketers need to improve both the quality and efficiency of communications to meet demands. Moreover, increasing globalization and the shift to remote and hybrid work are creating new challenges for marketing teams in staying aligned and on-brand. In fact, 35% of digital marketing leaders said the biggest challenges this year would come from within their organization. Working across more places and contexts creates more opportunities for disjointed interactions, which leaders must overcome to maintain efficient operations and a consistent brand experience. In the face of these changes, CMOs and marketing leaders have a significant opportunity to reinvent their organizations—and this starts with effective communication. Communicating clearly and consistently across channels not only ensures the right messages land but also reduces costly slowdowns, enhances the customer journey, and drives the ability to scale. The business case for investing in effective written communicationIn particular, written communication is on the rise and offers an immense, untapped opportunity to up-level marketing performance. Consider that content marketing and production have surged during the pandemic, with no signs of slowing down. Over 300 billion emails are also sent and received each day—and that’s just one channel in the marketing toolkit. With rising content volumes and billions of written interactions daily, improving all written communication adds significant gains in both quality and productivity. And while managing the volume may seem daunting, new technology and AI capabilities are available that can help easily enhance communications across the board. Let’s consider a real-world example. Frost & Sullivan, the global consulting and research firm, needed to more efficiently produce engaging research reports and marketing materials for senior buyers. With real-time writing assistance from Grammarly Business, the team receives in-line feedback around proper language, style, and tone to develop impactful content more quickly. The results were immediate, allowing the firm to cut report editing time by 66% and complete 500+ additional projects in a year. Grammarly Business continues to help the firm maintain high quality and efficiency as it scales the team to support expanded marketing efforts. “Our focus is on crafting the highest quality, most compelling narratives for our global clients driving innovation at the forefront of their industries,” said Tonya Fowler, Global Research Vice President of Best Practice at Frost & Sullivan. “With the demands of the past year, the advanced writing assistance of Grammarly Business has been invaluable in maintaining that high quality as we quickly onboard significant numbers of new global employees, many of whom are non-native English speakers. Because the tool serves as a helpful writing coach for these employees, we’ve been able to avoid investing in dedicated training while increasing our productivity in managing a higher volume of content.” Assessing the impact of effective communicationThe value is clear. So, where can leaders start in assessing the impact of better communication? They can begin by asking themselves three questions:
If leaders find that communication-related challenges impact one or more of their objectives, it’s time to address it. The cost of ineffective communication only continues to grow—but so does the value to be gained by overcoming it. The bottom lineIn the scope of challenges facing marketing leaders, communication may not rise to the top of their list. But in a world where success increasingly comes down to connectivity and engagement, investing in effective communication will be the catalyst of long-term adaptability and growth. Grammarly Business will be hosting a webinar, “Learn about the biggest hidden risk to your business. Hint: It’s not what you think,” on Thursday, Oct. 21, 2021, at 11 a.m. PT to discuss the growing business impact of effective communication, including insights from Grammarly’s Dorian Stone and Frost & Sullivan’s Tonya Fowler. Learn more and register. For more about why investing in effective communication is critical to marketing success, visit www.grammarly.com/business. This article was written by Dorian Stone, head of organization revenue, Grammarly. The post The greatest hidden cost to marketing success: Ineffective communication appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3AEfZtU |
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