Weave a Winning Digital Marketing Strategy for 2022

Freeze last-click modelling

Many eshops rely on a last-click attribution model or a default last-click attribution model: the last click of the last indirect visit. 

Since 2014, GA has also offered data modelling, which provides a more realistic picture. It distinguishes between channels that bring conversions and those that just ride along. 

Imagine the situation:

1. A customer comes across an AdWords ad, visits the site, but doesn’t make a purchase. 
2. Three days later, they type in the name of the site directly, look at the offer, and don’t buy again.
3. The next day, you remind them with Facebook remarketing. They visit the site, but still with no conversion.
4. Still that evening, the offer doesn’t let them sleep, they enter the site directly, add the item to the cart and pay.

In the first case, GA assigns all the credit to the last source (in our case, the website). In the second case, to the penultimate source (Facebook) if the last one was direct (the website). However, neither the website nor the Facebook ad was the only reason why the customer made the purchase.

Neither of these models accounted for the fact that the conversion was also due to AdWords or properly set keywords. 

Data and marketing strategy are friends

Data-driven attribution uses machine learning. It assigns a specific weight to each channel during the customer journey. 

The algorithm also evaluates the effectiveness of the creative and the keywords used. This way, you’ll find out which channel increases the likelihood of conversion and which is less efficient. 

With this information, you can invest more in the channels that play a key role in the customer’s decision.

Get High-Quality First Party Data

In 2022, you’ll only make limited use of cookies. Access to third-party cookies is ending on the most commonly used browsers. Adjust your strategy to focus on First Party Cookies. 

Use Email for a Strategic Marketing

Email for a tempting quid pro quo: Collect as much data as possible about customers who actually visit your site or read your blog. Then use Google Affinity Audience to create audiences similar to them for ad targeting. 

Data like name and email is only provided by customers in exchange for consideration. Typically, they get access to special offers, discount codes, or high-quality content that isn’t freely available to other site visitors. 

Continue to try to collect this data from your customers. Test what they are willing to provide information for. 

What if you don’t have direct customer contact?

A manufacturer of products that go further into the distribution network may have a problem with obtaining customer data. Basically, they never get the information. 

The situation is fixable. Imagine a car manufacturer who has created an app to open/close the car and turn on the heating. In return for the extra functionality, they received valuable data directly from customers. With this data, they can improve both the user experience and sales.

Sustainability as a Green Marketing Strategy

Ecology and sustainability have been hot topics in recent years and interest is growing steadily. Especially from customers. In Germany, ecology was already the biggest topic last year. 

No more talk about long-term ecological plans. It is still an important part of responsible business, but customers are impatient. Show them how they can live more sustainably today.