By Christopher Hutchens

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This week in inbound we'll look at Safari's decision to halt user activity tracking, what Google Attribution means for marketers, and we'll look at Youtube's guideline update for ad-friendly content.

New and Noteworthy

Safari to Block Trackers from Following User Activity Across the Web

One of the most powerful advertising mechanisms that has emerged in recent years is retargeting. You visit a website, leave, and, within hours, you see an ad for the website/product on a different site. Retargeting has been great for companies to continually stay in front of prospective customers on the different sites they visit—but it also requires a bit of user tracking. Earlier this week at Apple’s WWDC conference, the tech giant announced that Safari will prevent cross-site tracking going forward, limiting the browsing information that has been routinely used for retargeting and other behavioral targeting. It’s a change that Apple says is to ensure user privacy, and it’s a big move from the increased access to information that advertisers have seen in recent years

How to Grow Your Email List Without Using Shortcuts

Marketers know that email is arguably the best way to stay in contact with customers. It allows you to stay in front of customers on their time, and it’s one of the last remaining platforms where your company has complete control of the content and message. Building a strong email list should be every marketer’s goal—but how do you grow a strong following in a relatively short amount of time? Hint: Buying a list is not the answer. Learn how you can grow your email list without using shortcuts.

Grow Your Inbound Marketing

Who in Your Organization Should Be Involved in Your Next Website Redesign?

Redesigning a corporate website is no small undertaking. A lot of time is spent developing strategy, goals, and functionality, and you need to make sure you have the right internal team members on board as this process begins. Some people will need to be more involved than others, but it’s important to take account of all the people who need to be involved to make sure you have the right team in place. This blog post covers who should be involved in your next redesign.

Google Attribution: A Huge Analytics Change Is Coming Your Way

One of the biggest challenges that marketers have faced over the years is the battle of attribution, or giving credit to certain channels or devices that a user has engaged with before becoming a customer. In many cases, the last touchpoint or platform that a user engaged with received all of the credit, which isn’t necessarily accurate. Last week, Google announced Attribution as a way to help marketers understand which touchpoints helped turn someone into a customer. It’s an announcement that will help identify the best marketing channels for companies, as well as the overall accuracy of marketing reports.

Using Infographics for Marketing Campaigns

Customers are more empowered and have more access to information than ever before. For companies and marketers, this means we have to work extra hard to showcase the benefits of a product and service. Customers have to believe in the “why” before they buy. As a way to help show data, trends, and product/service benefits, many companies have turned to using visuals like infographics. Infographics usually take a large amount of data or information and transform it into an easily digestible visual. Infographics can be a powerful tool for marketers, but you need to know how to use them. Here are some effective ways to use infographics for your future marketing campaigns.

Marketing Reports, Updates, Trends

67% of Marketers Have Paid to Promote Facebook Video in the Last Year

Video content has exploded in recent years. We actually just held a webinar to talk about how to use Facebook Live to promote your next event. But it’s not just live video that marketers are experimenting with. In the last year alone, 67% of marketers have spent money to boost or promote a Facebook video. Video marketing budgets are only going to increase in the next several years, and it could mean big business for social media platforms like Facebook, YouTube, and Twitter. Read the report here.

YouTube Guidelines Updated for Ad-Friendly Content

A few months back, advertisers on YouTube started pulling their ads after seeing that ads were showing up next to violent or extreme content. In an effort to regain the trust of advertisers, YouTube announced it would review its ad policy and adjust accordingly. Circling back to its original announcement, YouTube has updated its content guidelines and will not allow hateful or discriminatory content to be monetized, for the sake of advertisers. Read more on YouTube’s policy update.

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What marketing stories caught your eye this week? Tell us about them in the comments!

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Christopher Hutchens

About the author

Christopher Hutchens is a Marketing Consultant at SmartBug Media. He previously worked as an interactive project manager, helping launch and redevelop websites for B2B and B2C companies. Chris is originally from Chicago and has a B.A. in Psychology from the University of Missouri. Read more articles by Christopher Hutchens.

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