INBOX INSIGHTS, May 12, 2021: UTM Tracking Tutorial, Lead Gen Scams, Podcast Marketing - Trust Insights Marketing Analytics Consulting

UTM Tracking Tutorial, Lead Gen Scams, Podcast Marketing

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UTM Tracking Codes Training

One of the questions we’re asked on a regular and frequent basis is to explain how companies should be thinking about and implementing UTM tracking codes. Despite the fact they’ve been in use in one form or another for nearly 20 years, companies still don’t do a great job with them. So we’ve put together a short YouTube video that you can share with anyone on your team to help explain the proper use of UTM codes.

Click/tap on the image to watch:

The most important takeaway from the video is this: UTM codes are immune to all forms of ad blocking and privacy blocking because they are hard coded into the URL of the page itself. As long as Google Analytics itself is operational in some capacity, UTM tracking codes preserve the attribution data you need to make informed marketing judgements.

Please feel free to share this as a training in your organization and with your colleagues!

Click/tap here to play the video if clicking on the image above doesn’t work.

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In this week’s episode of In-Ear Insights, John and Chris talk about a subversive Google Ads scam that may be putting fake leads into your lead generation efforts. Learn what we’ve uncovered and what you can do about it.

Watch/listen to this episode of In-Ear Insights here »

Last week on So What? The Marketing Analytics and Insights Live Show, we looked at how to identify and improve podcast marketing with a digital footprint analysis.

Watch/listen to this episode of So What? here »

This Thursday at 1 PM Eastern, we’ll be reviewing the basics of video SEO and optimizing videos for YouTube’s algorithm.

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Data Diaries - Interesting Data We Found

This week, we look at Instagram’s engagement rate for influencers on unpaid content. With everything going on in the world of Facebook Inc., are we seeing any substantial changes of note?

Indeed we do see a trend here – the decline that began earlier this year for influencer engagement has largely leveled off, leaving influencer engagement at roughly 1.25%. This is 5x greater than brand engagement for the same period of time, and with this current leveling off, it appears that influencer reach and engagement is a reasonably safe bet.

While it’s difficult to attribute the difference between brands and influencers to any one particular aspect, it is worth noting that influencers appear to use Tiktok content (based on hashtags and mentions in captions) about 3x as much as brands. One of the most enduring strategies for social media marketing is to test different content and platforms, then port what works to other platforms for further testing. Pay attention to what’s working on your various networks, as well as what’s working for influencers in your industry, and use that knowledge to guide your strategy.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 551,432 posts from 9,534 influencer accounts. Influencers were identified by both Facebook and Trust Insights. The timeframe of the data is January 1 – May 12, 2021. The date of study is May 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

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This is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Content Marketing

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Is AI still a mystery shrouded in an aura of mystique?

Have you read report after report, article after article proclaiming its magical powers and wondered what exactly the big deal is?

With every software vendor and services provider proclaiming that they too are an AI-powered company, it’s more difficult to demystify artificial intelligence and its applications for marketers. What is AI? Why should you care? How does it apply to your business?

In the newly revised Third Edition of AI for Marketers book, you’ll get the answers you’ve been looking for. With all-new practical examples, you’ll learn:

Key marketing problems AI solves, such as:
- Attribution modeling
- Forecasting
- Natural language processing for SEO and social media
- Influencer identification
Detailed explanations of what it will take to successfully adopt AI for your marketing
How to prepare your career for AI’s impact
Ways your AI efforts will go wrong
Prerequisites needed to help your AI efforts to succeed

Buy your copy now in the version that best suits you:

» AI for Marketers, Digital Edition comes in Kindle, ePub, and PDF formats »

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Where can you find us in person?

ECommerce Marketing Summit, May 2021, virtual
AAF/Women in Analytics, May 13, 2021, virtual
ContentTech Summit, June 2021, virtual
MarketingProfs B2B Forum, October 2021, virtual

Going to a conference we should know about? Reach out!

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