Sunday, July 31, 2022

Reinforce positive beliefs about your brand

consumer opinion shopping brands grocery store produce

As you head into a new month, take a moment to reflect on those accomplishments you made this month, and think about the messages your company is sending to your customers, and consumers in general.  

You know, by this time next year there will be a big switch at Google that affects your website, but this should only be of concern to you if what consumers think about your brand really matters.  It turns out, that Google will no longer process new data as normal.  

How will your marketing team determine what to say to consumers about your brand without data from Google?

One way of making sure your brand "matters" in the minds of consumers is to share with them how much you care, and why you even offer your products and services in the first place.  This might start with crafting the perfect email.  It may be helpful for you to know that 81% of small businesses rely on email marketing to find new customers.

As smartphones and other internet-connected devices have become more widespread, 31% of U.S. adults now report that they go online “almost constantly,” up from 21% in 2015.  – ANDREW PERRIN, MARCH 26, 2021

Target marketing messages with more confidence

Even though we receive all kinds of junk in our email inbox, including SPAM and Phishing scams, the real point of an email is  "a method of exchanging messages between people using electronic devices."  Using the strength of Google Analytics data (knowing what type of individuals are finding your business online), you can target marketing messages not only by a consumers device type (Android, Apple) along with interests they express through their online purchase activities, behaviors and more:

  • Age
  • Gender
  • Language
  • Location (City, State)
  • Mobile Carrier
  • Online Browsing Activities

Install Google Analytics 4 Property Code (GA4)  

None of this really matters if you don't have the New Google Analytics 4 Property Code (GA4) installed on your website.  You won't have the information you need to create email marketing messages that appeal to those new customers you want.  This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy – cross-platform and cross-device.  The machine learning model can even anticipate the future actions that your visitors may take, and improve user engagement analysis.  This goes far beyond just knowing what "keywords" a visitor entered to find your website.

"Some 42% of adults with a college degree or more education go online almost constantly, compared with 23% of adults with a high school diploma or less education." – ANDREW PERRIN, MARCH 26, 2021

Create targeted marketing messages

When Oevae installs the new Google Analytics 4 Property code on your website – we can turn on enhanced measurement and customize reporting to measure visitor interactions with your website content, then use the data to create targeted marketing messages that speak to the concerns of the consumers you desire to have as new customers.  What makes this even better, you can share these same messages in your website content, promotions, brochures, conversations, and social media to build and reinforce positive beliefs about your brand in the minds of consumers.

If your website is already using the Google Analytics Universal Analytics (UA code) it will no longer process new data as normal beginning July 1, 2023. It's better to start preparing now by setting up and switching over to a Google Analytics 4 Property with

Animated Email Marketing Messages (blog)
Website vs Social Media and Why Build On Your Own Land. First. (podcast)

Make a brand difference.™

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