Google FLoC, or the “Federated Learning of Cohorts,” was a proposal for a new model to track users and target ads without using third-party cookies. Yet it failed to gain support from consumers, platforms, and governments. Now, Google has delayed plans to block third-party cookies until 2023. This article explains what companies running campaigns on… Continue reading Google FLoC: Lessons Learned From the Privacy Sandbox Proposal
Author: Silverback Strategies
What is First-Party Data? How Can Marketers Use It?
In the wake of data privacy laws and device settings, marketers are learning the importance of first-party data. It can be incredibly valuable when used properly, but many marketers do not have a cohesive strategy for collecting, organizing, and activating such a useful resource. What is first-party data? How do you use it? Let’s dive… Continue reading What is First-Party Data? How Can Marketers Use It?
Value Exchange in Marketing: Give People a Good Reason to Share Their Data with You
People now realize third parties are collecting, brokering, and using their personal data without consent. With this revelation, the digital marketing space is facing a reckoning. How can marketers and advertisers still get the data they need to reach the people who might purchase their goods and services without needing to use the practices considered… Continue reading Value Exchange in Marketing: Give People a Good Reason to Share Their Data with You
How to Advertise Your Cleaning Business: Research on the Customer Journey
Whether your customers are working parents, busy professionals, or homeowners looking for a deep spring clean, they want to hire a trustworthy cleaning business. It’s hard to find new clients in such a crowded space. Learn how to advertise your cleaning business by using the buyer’s journey as a map. In August, 2020, Silverback Strategies… Continue reading How to Advertise Your Cleaning Business: Research on the Customer Journey
Understanding Pest Marketing: How Homeowners Shop for Bug and Pest Services
Bugs and pests are the most unwelcome of house guests, so when they appear, homeowners want them gone — fast. Whether a customer contacts you for emergency service or is looking for regular pest maintenance, understanding how their buying journey led them to your door can help you stand out among your competitors. To support… Continue reading Understanding Pest Marketing: How Homeowners Shop for Bug and Pest Services
HVAC and Plumbing Marketing: The Five Stages of the Buyer’s Journey
Thanks to flooded basements and clogged toilets, customers often call the HVAC and plumbing industry in an emergency. When buyers are frantically searching for help, standing out from competitors is a must – but knowing why customers go with one company over another isn’t always easy. This is why solid understanding of the buyer journey… Continue reading HVAC and Plumbing Marketing: The Five Stages of the Buyer’s Journey
COVID Holiday: How Did Consumer Behavior Vary Across Different Demographics?
The 2020 holiday season was unlike any other we experienced in the United States. Some might even call it “unprecedented,” but we won’t go there. With COVID-19 restrictions, recommendations and realities mixing together to create no cohesive set of information on which to make decisions, we created a survey about shopping and analyzed consumer behavior… Continue reading COVID Holiday: How Did Consumer Behavior Vary Across Different Demographics?
Email Deliverability and How It Affects Your Digital Marketing
Email marketing is the red-headed stepchild of the marketing world. Is it performed on a digital platform? Yes, but does it involve SEO and traditional digital marketing tactics like keywords and demographic targeting? No, yet it doesn’t involve sending postcards, sponsoring events, developing sales materials… you get my point. Email sits between marketers’ perceptions of… Continue reading Email Deliverability and How It Affects Your Digital Marketing
3 Reasons Why Your Home Services Business Needs a Social Media Presence
Marketing changed a lot in the past few years, thanks to the evolution of digital media. Traditional marketing outlets like email, which once sparked interest for customers, may not be so popular anymore, especially with Millennials entering the market for home services. Based on our research, a social media presence is a marketing strategy every… Continue reading 3 Reasons Why Your Home Services Business Needs a Social Media Presence
5 Stages of Home Construction Marketing: How Homeowners Select a Contractor
Homes are often the biggest investment people make in their lifetime — not just financially, but emotionally. Choosing a contractor is a huge decision, and one that homeowners don’t make very often or take very lightly. In the crowded home construction marketplace, marketing can be the difference between getting hired or losing business to your… Continue reading 5 Stages of Home Construction Marketing: How Homeowners Select a Contractor