Tag Archive for: Vancouver Agency

The Vantage Buzz – September 2023

Hi,

Happy Fall! With the arrival of this season comes the swift reality that the 2023 holiday season will be upon us in a flash. First up on the holiday season calendar… Black Friday / Cyber Monday.

Doing the prep for a sale ad campaign is just as (if not more) important as the ad campaign creation process itself. Here are a few questions to ask, that can help with your ad prep…

• Does the landing page you want to use for the sale have all the accurate details about the promo you’ll be running?
• Will the sale be using auto-applied discounts, or does the customer need a discount code?
• Do you have sale specific creative (ie: images/video)?
• What is the budget you’re looking to spend for the duration of the sale?
• What is your target audience for the sale?
• What is your performance goal… do you have a particular target return on ad spend or cost per acquisition for the sale?
• Did you run a similar sale the year prior? And if so, are your goals the same?

Doing the prep in a timely manner and having all the necessary creative material ready to go, at least a few days prior to the sale launch date, is so crucial. This is because ad networks, such as Meta Ads, take at least 24 hours to approve the ad. It also gives you time to ensure everything is in place to get the most ROI on your ad campaign.

Your monthly ad-Vantage reading below:


Business:

Did you know, according to Google, 21% of consumers complete their seasonal gift purchases by mid-October? This is because major retailers start rolling out their Black Friday sales as early as September. Do you have your Black Friday / Cyber Monday campaign strategy ready to go?

We have noticed that our clients are running their BFCM promos over longer durations, as well as starting them earlier than they used to. No matter what your business model, this guide on creating a successful 2023 holiday season SEO strategy, can greatly help the performance of your digital advertising efforts.

Also, how can your brand conquer the Google search universe? Sending the correct signals to Google within your site content, still remains of the highest importance. Here are some SEO content strategies to consider in order to boost your brands’ online visibility.

E-commerce:

The advanced capabilities of Apple’s latest iOS system, iOS 17, allows you to create dynamic 3D objects. This is a fantastic addition to your Shopify store, as it gives your online customers an elevated shopping experience, showcasing products in the same way you would in-person.

Could this be something that allows you to stand apart from your competitors during this coming holiday season? HERE’S an article with step by step, user-friendly instructions on how to use the Shopify apps’ new 3D scanner.

Is it time to market to your Gen Z customers? The highest percentage of TikTok users are Gen Zers, ages 18-24. They are often dismissed and not taken seriously. And we can all relate to this attitude towards young adults, as we were all there once upon a time. However, this is a generation unlike any other…

They’re the first generation of “digital natives”, never knowing a world without the internet. They are intelligent and are confident users of technology. Most don’t remember an age without smartphones.

Also, research performed in 2022 estimated that the disposable income of Gen Zers was more than double what was estimated three years earlier. When considering TikTok for your business’ marketing strategy, also remember that Gen Z is known as the generation that cares. They are socially conscious, hyper-aware of green issues, and expect the brands they engage with to be as well.

Here are some essential TikTok statistics from Shopify, which will help with your marketing efforts.

General Intrigue:

Well, it’s that time of year where kiddos go back to school. Did you know that in some parts of Canada there’s competition between school boards, and in northeastern Ontario alone, over $1M a year is spent on marketing? Check out THIS article to learn more.

The Vantage Buzz – August 2023

Hi,

With Summer coming to a close and back-to-school being right around the corner, social media scammers are back-at-it as well. In particular, we’ve been alerting our clients about a scammer impersonating Meta Business Support. They are sending our clients messages, claiming they need login credentials in order to resolve an issue with the account.

First, do NOT click on the link associated with the message. In order to check if this is, indeed, a real message from Meta Business Support, login to your actual admin page to view any errors with your page and/or any issues that might cause a page suspension or disablement of a page.

HERE is an article further explaining what you can do in case you’ve received an email or message from someone claiming they are from Meta, and you believe it’s a scam.

Your monthly ad-Vantage reading below:


Business:

Google Analytics 4 has fully launched and has officially collected a couple of full months of data. Although you can still view the previously collected data from the original GA Universal, it’s ceased to collect new data. And, in approximately 6 months time, you won’t have access to GA Universal whatsoever.

In the near future, we’ll offer guidance and recommendations on the data export process, but in the meantime… How familiar are you with the new GA4 platform? Here are some great tips on becoming a GA4 pro, no matter what your skill level is.

E-commerce:

This is old news, but also new news. Starting in November 2022, Shopify has been gradually rolling out a new checkout which limits Google Tag Manager in the checkout for Shopify Plus stores.

Even though Shopify announced that the official end date for checkout.liquid as August 13, 2024, we’ve recently noticed that some of our clients’ Shopify Plus stores are already being affected by the checkout.liquid file depreciation, resulting in Google Tag Manager code being ignored.

Checkout.liquid is a specialized Liquid theme file used to customize the overall look, feel, and functionality of the checkout of a Shopify Plus store. This functionality, only available to Shopify Plus merchants, had been providing them flexibility to customize and control the user experience during the checkout process.

If you’re currently using checkout.liquid, please refer to THIS article, which includes links at the bottom of the page, to learn how to upgrade your checkout customizations to “checkout extensibility”.

And, for the first time ever, US-based Shopify merchants will soon have the choice to offer their products to Prime members. Amazon is releasing a new Shopify app soon, which will allow merchants to add “Buy with Prime” to their Shopify Checkout.

HERE are more details on what this new app integration means.

General Intrigue:

Cold and flu season is upon us, but Kleenex won’t be a part of the action this year in Canada. Kleenex is discontinuing its product in Canada and according to THIS article, “The decision was likely made because profit margins on the product were thin to begin with, and inflation has consumers choosing cheaper options wherever they can.”

The Vantage Buzz – July 2023

Hi,

As we approach August, we get reminded that September and back-to-school/Labour Day is right around the corner. We’re starting to plan with our clients on how to best transition from the slower Summer months into the next season, and we ask the question… do you have a social media marketing strategy?

As brands continue to ride the wave of social media marketing, a large percentage of marketers say they’re confident their efforts deliver a positive return on investment for their business.

Customers still rely on a consistent and confident organic presence from their favourite brands on networks such as Facebook, Instagram and TikTok. When a brand isn’t active on social media, customers can take that as a red flag that something is awry with the business.

So when we take it a step further, creating a social media marketing strategy (as outlined in this Shopify article) will show tangible results related to your business goals.

Your monthly ad-Vantage reading below:


Business:

The era of AI is here and it’s here to stay. So, how can we make it work for us? In order to build trust with your customers and to have them see you as a trusted expert in your industry, a blog on your website can be very valuable.

Sometimes it can be difficult to turn a blog/article idea into a concise, useful written piece to establish your business as a respected and trustworthy leader in your industry.

Google has a new experimental tool, their AI notebook, NotebookLM, which may help you in the near future. “The tool functions like a virtual research assistant, capable of summarizing facts, elucidating complex ideas, and brainstorming new connections based on the sources provided by the user.”

E-commerce:

If a client offers free shipping for their customers, we want to know. It’s always something we highlight in our ad campaigns. Yes, free shipping can increase sales, however, there are different ways to offer it. HERE’S a guide to how you can be strategic with the type of free shipping you use, in order to make it work for your business.

Earlier this month, Meta introduced their new app, Threads, a conversation-based app nearly identical to the format of Twitter. Although Threads was quickly called the fastest growing app in history, it remains to be seen whether interest will be sustained in the long run.

What we do know, according to our sources at Meta, is that it’s suspected in approximately 6 months’ time Threads will start serving paid ads on its platform. Getting in on the ground floor of a new social and marketing network can be beneficial for brands, whether you’re new to the scene or established in your industry.

General Intrigue:
What ever happened to Jell-O? And will it make a comeback? Well, it would seem that they just rebranded for the 1st time in a decade!

The Vantage Buzz – June 2023

Hi,

We hope you’re enjoying your Summer so far. This is an important reminder that Google Analytics Universal will cease to collect new data as of July 1st! However, you will continue to have access to its data for at least 6 months. We intend on offering more guidance and recommendations on the data export process in the near future.

Google Analytics 4 is fully replacing Universal Analytics this coming Saturday, and if you haven’t already created a GA4 property, Google will do it for you, based on the settings in your Universal Analytics property.

If you have already created a new GA4 profile, you will want to check that your old GA Universal profiles have “opted out” of automatically creating a new basic GA4 profile. This can be found in the Admin / GA4 Setup Assistant section of your property settings (screenshot below). Some of our clients have many GA profiles that are no longer being used, and we don’t want new GA4 profiles created for them.

Click HERE for more info.

Your monthly ad-Vantage reading below:


Business:

Continuing the dialog about Google Analytics 4, check out the new GA4 conversion attribution settings.

Also, Google Ads announced significant changes to its trademark policy, worldwide. What are these changes, you ask?

E-commerce:

Whether you’re new to e-commerce, or you’re an old pro, sometimes going back to the basics is key! HERE is a step-by-step guide on how to sell your products online.

You might already know your customer acquisition cost, but do you need tips on how to reduce it? HERE is Shopify’s take on why customer acquisition cost is important, how to calculate it for your store, and their advice for reducing it.

And General Intrigue:

Talk about a marketing explosion! Check out the latest movie marketing stunts behind the new ‘Barbie’ movie.

The Vantage Buzz – May 2023

Hi,

In May we celebrated mom, and according to one of the largest online flower delivery services, UrbanStems, it recorded its highest day for revenue… EVER this month. Find out what types of website optimizations the company performed, which can be attributed to its incredibly successful month HERE. There might be some key takeaways you can use for your next promo!

Your monthly ad-Vantage reading below:


Business:

Here’s a recap of Google’s annual Marketing Live 2023 event, which covered new features and insights.

How well do you know your business’ audience? HERE are ways to get to know your audience better to improve your marketing strategy.

E-commerce:

Do you need a refresher on social media marketing for your small business? Here’s a comprehensive guide.

Learn how the YouTube algorithm works in 2023 for your channel. It might just give you insights into what makes engaging ads on the network as well.

And General Intrigue:

Humorous marketing can be successful, but when you “break TikTok” due to one overwhelmingly effective idea, is it just a one-hit wonder? Find out more HERE on how Clancy’s Auto Body became a TikTok sensation in just over a week.

The Vantage Buzz – April 2023

Hi,

April 22nd was Earth Day! Find out what one of the founders of this annual environmental event has to say about today’s Earth Day message HERE.

Your monthly ad-Vantage reading below:


Business:

Put your reader first by choosing the right content recommendation strategy for your website.

Top 3D virtual influencers have well over 1 million Instagram followers! What is a 3D virtual influencer and can it help your brand?

E-commerce:

“Survey data shows 91% of businesses engage in video marketing…” We tell all of our clients that video marketing is key to great advertising hygiene! Learn more HERE.

Also, optimizing your website for SEO has a huge positive impact on online advertising. Here’s a very thorough SEO checklist from our friends at Shopify.

And General Intrigue:

Did you encounter any April Fools pranks this month? HERE are some big brands who famously participated in April 1st shenanigans.

The Vantage Buzz – March 2023

Hi,

Happy Spring! As we welcome longer days with more light and receive a boost of energy this new season, here are some ways to improve your focus and concentration, while you juggle the responsibilities of your business.

Your monthly ad-Vantage reading below:

Business:

To survive a potential 2023 recession, with the right marketing strategies, companies can not only prepare for the worst but also come out on top. Learn more HERE.

Why should your business care about Customer Journey Orchestration (CJO)? Click HERE to find out. And, Google has a long history of famous algorithm updates, search index changes and refreshes, and their latest core update was a big one!

E-commerce:

Are you building your brand for the future? You might need to already start paying attention to the under-13 set. If you wait until Gen Alpha has aged into their teens with agency, influence, and disposable income, it might be too late. Read more HERE.

Did you know that 9 out of 10 customers actively seek out reviews before they buy? Learn why it’s essential to improving your marketing strategy to get people to leave reviews, and how to get them.

And General Intrigue:

March 8th was International Women’s Day! This year’s theme was DigitALL: Innovation and technology for gender equality. To inspire your professional journey, here are lessons from some women leaders.

The Vantage Buzz – February 2023

Hi,

We’re still in the thick of Winter, but with Spring right around the corner, how are you preparing your business for the season change? Learn how seasonal marketing can benefit your business.

Your monthly ad-Vantage reading below:


Business:

Modern marketing is all about building trust with data ethics. HERE are 3 ways you can do that. Also, find out what the World’s top 50 most visited websites are.

E-commerce:

According to Reuters’ State of Marketing 2023 report, 53% of marketers expect TikTok to deliver the biggest growth in 2023. Why consider TikTok for B2B?

After the pandemic pushed consumers to shop more online, e-commerce sales have continued to grow in recent years, with 2022 e-commerce sales exceeding $1trillion for the first time in history! Read more HERE.

And General Intrigue:

On the lighter side of marketing “news”… Have you been pronouncing these brand names incorrectly your entire life?

The Vantage Buzz – January 2023

Hi,

We hope 2023 has been good to you so far! HERE are some marketing trends to look out for this year. As consumers simplify their choices, we’re ready for the challenges that come along with pivots to ad-supported streaming, alternative measurement currencies and new social platforms.

Your monthly ad-Vantage reading below:


Business:

What is a marketing automation platform? What capabilities do MAPs provide for B2B marketers? Also, as markets tighten, HERE are some strategies to help B2B marketing, sales and customer success teams.

E-commerce:

The global e-commerce market is not expected to slow down anytime soon and the “North America region is expected to hold the largest e-commerce market share.” Read MORE. And, do you need an overview of all of the known, confirmed, rumoured, and absolute myth-level Google ranking factors in an easy-to-read, highly condensed way?

And General Intrigue:

Research shows that millennials and Gen Zers trust online reviews as much as personal recommendations. HERE are online review stats that every marketer should know.

Vantage-Search-Marketing-Home-Page

The Vantage Buzz – June 2020

Hi,

Happy June. We hope you’ve benefited from some of the crazy online volume we’ve seen due to most people being at home during the ongoing pandemic. A lot of places are looking at new phases to try and return to a “new normal,” but online shopping and traffic in general may continue to grow rapidly as more and more businesses adopt remote policies for both their employees and customers.

Your monthly advantage reading below:


Business:

The office environment has likely changed forever. A small, but indicative survey of SaaStr users found that 77% of them would have new working arrangements, whether that be remote or a hybrid of a traditional office and remote working. Further, the article highlights how many large companies are transitioning as well, including Slack, Twitter, Square, and Shopify.

E-commerce:

May’s ecommerce results outpaced the holiday season of 2019, emphasizing just how many people turn to online shopping during COVID-19. The implication for the future is that a lot more consumers may be more willing and attracted to shopping online than before.

And General Intrigue:

Actionable ways to drive diversity and equity in your marketing organization. Thorough article on initiatives and training that can help.