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COVID-19 Crisis Alters Tactics for Fundraising Success

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In a previous post, AccuList joined other experts to stress the importance of nonprofit clients staying the course on fundraising despite the coronavirus crisis altering the social and economic landscape. But fundraising tactics will need to alter to navigate that landscape, of course. Recent fundraising pro articles highlight some smart ways to approach existing and potential donors during the crisis.

Adapt by Expanding Digital Communications & Events

In a recent NonProfit PRO post, for example, C.J. Orr, vice president, and Katie Nichols, senior associate director, of the Orr Group fundraising agency, put together some quick tactic shifts for fundraisers, especially those that had been counting on events to tap donors. First of all, don’t panic and cancel events, they advise, but reschedule or repurpose. If an event can be postponed, a nonprofit may be able to transfer tickets/table buyers to the future event instead of giving or issuing a refund, and can add touchpoints with donors and prospects along the way. Or, the fundraiser can switch to a digital event, perhaps with livestreaming. Indeed, this is an opportunity to go digital in multiple targeted ways, they suggest, starting with more social media ads, paid search ads and SEO efforts aimed at the target audience. For example, now is a good time for a digital forum, such as a virtual “fireside-chat” with a subject matter expert discussing COVID-19 and its impact on the mission and incorporating a fundraising ask. Or the nonprofit can tap top-of-mind concerns and promote itself as a thought leader with an article on the COVID-19 impact posted on social media as well as e-mailed to donors and prospects. Plus, remember that over 80% use smart phones, so that mobile-optimized promotion is essential. And don’t forget old-school, nondigital communications, such as direct mail and phone calls. The authors suggest building out a phone-call list of top funders, with strategic talking points, for example.

Seize the Opportunity to Increase & Improve Social Media Efforts

Michael Wasserman, CEO of the stream fundraising platform Tiltify, used another NonProfit PRO post to stress how the current crisis should push fundraisers to boost use of social media as people naturally turn to social platforms to replace the lack of in-person interaction. The potential audience is huge: almost 80% of the population uses social media, with Facebook and YouTube having over 2 billion users per platform. Even newer sites like TikTok boast 500 million, Discord gets 250 million, and Twitch attracts 15 million daily visitors. Note that the Facebook Fundraisers tool has already raised over $2 billion, Wasserman points out, while even newcomer Twitch has raised over $115 million for various charities. So charities that still use elementary fundraising pages with a simple donate button, some text and an image are missing big opportunities to compete for attention in a space that the crisis is making even more crowded. He urges nonprofits to focus more on enticing content, such as video, which can leverage YouTube, the No. 2 search engine in the world with 2 billion registered users. Nonprofits should also consider using social livestreaming events for fundraising. An effort of a few hours can generate more than a campaign of months, he notes, citing the example of a group that raised in a week the amount it costs to run St. Jude Children’s Research Hospital for a day, which is about $2.7 million. As an example of how to gin up donations, he imagines livestreaming a music celebrity connecting and interacting with fans online, perhaps asking people to donate in order to choose songs or get signed merchandise giveaways.

Social Distancing Doesn’t Stop Creative Outreach to Major Donors

What about the impact of “social distancing” on the traditionally face-to-face connections that engage major donors? Suzanne Hilser-Wiles, president of philanthropic consulting firm Grenzebach, Glier and Associates, offers some tips in a recent piece in The Chronicle of Philanthropy. Start by showing you care and reach out quickly to ask how the donor is faring and discuss how the nonprofit is responding to the crisis. Enlist top executives to communicate with major donors about plans for moving forward, with consideration for the appropriate communication channel; for example, e-mail can quickly provide a direct but formal assurance, while social-media platforms offer a more human touch. Ad hoc “investor calls” may be appropriate for smaller groups of donors. For major donors and prospects, consider developing a specific message with a more in-depth perspective and request for their input. Highlight the nonprofit’s expertise and how gifts support efforts relevant to the COVID-19 crisis. A museum might share national media interviews with staff members, or an academic medical center might point to resources on the university’s coronavirus webpage, for example. And don’t abandon events; get creative with virtual format substitutes, such as a conference call or webinar to let donors stuck at home see a presentation about a gift opportunity. For example, instead of a brunch with a scholarship recipient, donors can have a phone or video call with the student, she points out.

 

Metrics, Video and Shopping Lead 2020 Social Media Trends

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Moving into 2020, AccuList’s clients using social media marketing have a busy, changing landscape to navigate, with expanding opportunities. Social media experts highlight some new trends, some ongoing trends, and some ideas just over the horizon.

Say Goodbye to Vanity Metrics, Marketers

Among the top trends highlighted in a recent Entrepreneur magazine article by Deep Patel is a de-emphasis of social media “vanity metrics,” such as follower counts and “likes.” In fact, Instagram is following Facebook in removal of public likes of other members’ Instagram posts, although you can still see the number of likes on your own posts, which will help combat the sometimes fake likes and followers that can misrepresent brand and influencer power. Hopefully, marketers will take it as a signal to seek more actionable metrics, such as the rate and quality of user engagement, or user demographics and data for audience targeting. While social media management provider Sprout Social’s “Sprout Social Index” monitoring still shows likes/comments as the leading measure of social success (72% of marketers), followed by shares/retweets (62%), nearly two-thirds of marketers surveyed felt that social listening will be more crucial in 2020, meaning a greater concern with what’s being said rather than how many people are talking or looking at a single post. One reason vanity metrics are fading is that social marketers are being held more accountable for bottom-line results as the Sprout Social Index now finds that 63% of marketers regularly report social data to their bosses.

Video’s Social Power Keeps Growing

Brent Barnhart at Sprout Social joins Patel at Entrepreneur in listing video as a continuing growth trend for 2020. Video will make up 82% of all internet traffic in 2020, according to Social Media Today, and, as Barnhart notes, YouTube is second only to Facebook in terms of active users now, with Chinese-owned social video app TikTok bounding up as the latest video market disrupter, catering especially to Gen Z and influencers. Patel urges brand marketers to prepare for video formats to reshape marketing strategies, with more stress on creative storytelling that engages viewers in seconds (especially on platforms where the like button goes away). Meanwhile, increased use of audience segmentation is expected to drive a new “personalized video” marketing trend toward content that is customizable and hyper-relevant to specific market segments, notes Patel. Now that social media platforms, including Facebook, Instagram and Snapchat, are pushing brands to produce video content through Story Ads that get higher click-through rates than traditional ads, personalization will take response, and video use by marketers, even higher.

Social Shopping Is More Direct and Targeted

Social shopping is now an integral part of the social media experience, per Barnhart and Patel. Patel advises marketers that, to meet user expectations for access to brands and products through social platforms, they need to combine creative and engaging storytelling (which often relies on videos and influencer marketing) and a frictionless shopping experience where customers don’t need to leave the social media site to buy products. Watch for an increasing number of shoppable posts, stories and links on all social media sites. Barnhart likewise sees increased direct business from customers on social media and points to examples such as Facebook’s roll-out of personalized ad experiences that deliver products dynamically to customers, changing formats (such as carousel and collection) and call-to-action varied by audience targeting. Other proofs of direct social-selling growth include Instagram’s introduction of shopping and even LinkedIn changes to its ad platform to help B2B brands push products to relevant customers.

Influencer Marketing Turns to Smaller, Tighter Connections

Patel predicts that big-is-better, celebrity influencer marketing, while not going away, will be increasingly supplemented by use of micro- and even “nano-influencers” with only a couple thousand followers. These nano-influencers have smaller, better-defined audiences that allow for greater personalization and stronger audience engagement, delivering more measurable results. Barnhart agrees and says brand-marketer interest in smaller-audience influencers is a reaction to both the rise in “fake influencers” and the trend away from  “likes” as a key engagement metric. Brands are increasingly interested in influencers who can back up their cost with metrics and audience data. Nano-influencers also address another trend identified by both Patel and Barnhart: an audience shift from public to private, tight-knit communities on social media. Nano-influencers are one way to connect with those tight-knit communities and build trust and engagement there.

For many more social media trends, see the Entrepreneur article.

Social Media Isn’t Just for B2C; the Right Tactics Build B2B Leads

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Some business-to-business marketers shrug off social media as a consumer branding and sales channel, sticking to company page branding and PR announcements on social platforms. They are missing a lead source, argues Tessa Berg, vice president of B2B agency Tenlo, in a recent MarketingProfs post. She urges B2B promoters to consider the many ways they can use social platforms to generate leads, and AccuList certainly supports these tactics via its own LInkedIn and Facebook/Instagram marketing programs.

Where to Go on Social Media? Where the Customers Are!

In deciding investment in social outreach to snag leads, start by profiling your target customers and where they gather on social platforms. Here’s a hint: 80% of B2B leads come from LinkedIn, compared with 13% from Twitter. That doesn’t mean B2B marketers should exclusively use LinkedIn. For example, Twitter allows for more direct interaction with prospects. And with the proven effectiveness of video marketing, why not leverage platforms like YouTube and Instagram to stimulate interest via product or branding videos?

Supplement Organic Reach With Paid Ads

Social platforms want to monetize their audiences so the reach of organic social activity has been increasingly subordinated to paid advertising. At the same time, many social platforms have improved targeting options for paid advertising. So it makes sense to pair organic actions with highly targeted paid social ads. Social tracking data will uncover important insights into which content and messaging on which social channels generate the best engagement and site traffic. Clear calls-to-action driving to owned content (website or landing page) will help capture leads better than a generic “Contact Us.” Offers of engaging content, say a video on product installation or an infographic addressing a key issue such as sustainability, also help gather lead contact data, Berg adds. Don’t get stuck in a rut with success, however; Berg prompts marketers to vary the types of ads and the content of ads deployed to avoid losing audience interest over time in the fast-moving social world.

Answer Questions and Leverage Presentations to Make Connections

One of the easiest, most effective ways to create relationships with prospective customers is to address the questions they pose on relevant platforms such as LinkedIn, Quora, and Reddit, Berg notes. Empower social and technical teams to answer in a timely and effective way to position your company as an expert and build audience connection. As a bonus, you will likely boost SEO and keyword rankings at the same time. Also, most B2B organizations already create presentations on industry trends, product updates, and case studies, and this content is prime for boosting engagement, social sharing and viral reach, especially on platforms that are dedicated to presentations, such as LinkedIn SlideShare.

Make Social Engagement a Team Effort

Get company team members involved in a social strategy, urges Berg. After all, people work with people, and a display of your company’s talent and team culture can validate a partnering or purchase decision. Define a theme, outline appropriate content, explain the dos and don’ts of hashtags, make sure to run messaging by legal advisors, and then start with a test of “safe” content, adjusting policies if necessary, she advises. See https://www.marketingprofs.com/articles/2019/41608/seven-ways-b2bs-can-use-social-media-to-boost-conversion-rates-and-generate-leads?adref=nlt080619

E-mail, Social Lead Nonprofit Event Marketing

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AccuList’s direct marketing services support both event marketers and nonprofit marketers, and, of course, there’s an overlap since many nonprofits use events for fundraising. So we try to keep up with what works in not-for-profit show business, and a recent survey of 500 nonprofits by Eventbrite, a leading event management and ticketing services provider, offers some interesting benchmarks.

No One-Size-Fits-All for Nonprofit Events

The “2019 Eventbrite Pulse Report” found that since nonprofits have multiple purposes, they host multiple event formats besides those geared exclusively to fundraising; in fact, just 32% reported hosting galas and fundraisers aimed at tapping donors. Instead, events for cause, community and educational promotion were cited by 78%, networking events by 37%, training and workshops by 33%, food and drink events by 31%, and arts and entertainment events at the tail end with 22%. Of course, revenue production was still seen as a key to success regardless of event goal.

Ticket Sales Swing Between Big and Bust

And when it comes to event revenue, ticket sales, sponsorships and grants/donations were the top sources reported. However, while ticket sales were seen as a key revenue driver by most (75%), the portion of revenue delivered by ticketing varied widely—from 80%-100% of event revenue for just 15% to less than 20% of revenue for a larger quarter of those surveyed. This underscores the need for both diverse revenue sources and more effective marketing to deliver attendance.

E-mail and Social Media Lead Marketing Efforts

Nonprofit event organizers told Eventbrite that their most effective marketing tactics were e-mail (34%); word-of-mouth and referrals (24%); and social media marketing (22%). In the social media arena, nonprofits relied most on organic posts (23%), paid Facebook ads, and video (9%). Among the tactics deemed less effective in the survey were third-party listings, search engine optimization (SEO), and display ads.

Audience Building Is a Top 2019 Challenge

The perennial “insufficient budget” was seen as a 2019 issue by 45% of nonprofit event planners and securing sponsorships as a problem by 46%, but the top 2019 challenge, cited by 73%, was reaching new attendees. And that is the kind of targeted marketing issue that AccuList can help address! For more benchmark data, see the post on the Eventbrite report.

Digital Options Lead 2019 Insurance Marketing Trends

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Digital marketing trends dominate professional advice for AccuList USA’s insurance marketing clients this year, from e-mail to social media to online search.

Trends Favor Personalized, Client-Focused Campaigns

Whether insurance marketing via digital or traditional channels such as direct mail, there are some general trends affecting success in 2019, per the American Agents Alliance. First comes the continued value of cultivating brand advocates with testimonials, referrals and word of mouth. Quoting Forbes magazine, “the top four most-trusted sources of advertising are people you know, branded sites, editorial sites, and reviews.” A myopic focus on impersonal advertising will miss these important lead drivers. The personal touch needs to extend into offering targeted, personalized digital and print content that is useful and engaging, as well as client interaction that is real and humanized, not generic and automated. Plus, marketers should take a longer view of prospecting and retention by continuing conversations via remarketing, the AAA advises. And finally, insurance marketers need to really listen during conversations with clients and prospects to understand pain points and how people shop online with search and voice queries in order to develop effective creative content and include key phrases for paid and organic search.

Tweak E-mail & Search to Retain Their Digital Clout

Insurance agency/broker marketing agencies like EaseCentral and OutboundEngine offer some advice on where to focus digital marketing energies more specifically in 2019. Start by revisiting e-mail strategy. With an average $32 return per $1 spent in 2018, e-mail remains an attractive direct marketing option not only because it is inexpensive, highly targeted, and an ROI leader, but because it also offers opportunities for the forwarding, social sharing, and referral business in line with the general trends noted above. However, be sure to check e-mail creative to make sure it is personalized and shares valued content, focusing less on promotion and more on audience needs. Another tried-and-true digital driver, paid and organic search engine ranking, still matters, but search strategy needs an important tweak this year to cater to the growth of voice searches. EaseCentral points out that ComScore forecasts close to 50% of all searches will be made through voice search by 2020. Plus, due to the increasing use of voice search, Google and other search engines are beginning to factor it into their algorithms. Mobile optimization will play a big role in effective leveraging of voice search since these searches occur mainly on mobile devices.

Leverage the Power of Social Media Marketing

Making the most of social media will be a challenge in 2019 as organic reach shrinks and promotional pricing rises, but social platforms offer some unique advantages for insurance marketers looking for a way to humanize and personalize services. For example, EaseCentral suggests using social media to implement a more personalized customer service, with client accessibility on Facebook and LinkedIn. OutboundEngine meanwhile urges more direct marketing via promoted posts and social ads, taking advantage of social media platforms’ increasing ability to target zip codes, professions and other demographics to hone response. In the social media sphere, blogs are the king of content creation, reminds EaseCentral, allowing an insurance marketer to prove expertise and build trust. But remember that a blog’s content-marketing success will require avoiding sales pitches in favor of engaging information of value to the audience.

Embrace Video As the New Must-Have Tool

Video is now a proven response driver in digital marketing for almost all industries, and with online video projected to account for 80% of all web traffic in 2019 per Cisco research, it is a must-have tool in insurance, too. It works for consumer and business prospecting; OutboundEngine cites a recent Forbes finding that an average of 40% of decision-makers call a vendor after watching a video. How to capitalize on the video wave? OutboundEngine suggests the following ideas for website and social media insurance-branding videos: Live stream (with permission) part of an event or fundraiser attended; record a 30-second clip once a week answering a frequently asked question; or post an Instagram story about volunteering in your local community.

2019 Marketing Creative: Simple, Bold, Interactive Design

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A new year brings new marketing creative inspirations for AccuList USA’s direct marketing clients, for both digital and printed promotions. Some interesting trends are shaping up, per graphics and ad agency experts.

Simplified Design, Bold Colors & Retro Vibes Win in 2019

The Ballantine and Brand Shouter agencies and the Digital Agency Network suggest some key digital creative trends to embrace this year, many of which can also be applied to direct mail and print advertising. This year, expect more clean, minimalist designs and less use of borders, bars and boxes to separate elements, all say. At the same time, minimalist doesn’t mean drab; more designers are forecast to embrace bright colors and bold color transitions and gradients with black or white text. And speaking of type, Brand Shouter foresees more beautiful, complimentary, brand-consistent typography as well, especially since marketers are shifting toward more text-only designs, while DAN forecasts more use of multicolored vector fonts. Plus, thanks to print technology advances, metallics will rise in popularity to pop in simplified designs, per DAN. Meanwhile, the minimalist flat look, which works well in mobile presentations, also can be livened with the inclusion of 3D elements, as Apple is doing, notes Brand Shouter. And since everything old is new again at some point, several retro trends are forecast. DAN sees use of the bold duotone graphics of the 1970s as well as vintage fonts and motifs, while Ballantine thinks the bright colors and funky designs of the 1990s and early 2000s, which remind many of today’s designers and target buyers of childhood, will reappear to leverage nostalgia. Finally, hand-drawn illustrations will be used to create that feeling of originality and authenticity, predicts DAN.

Story-telling, Video and Mobile Will Be Ubiquitous

Ballantine underscores three ubiquitous trends for creative this year. Video will only continue its impact in marketing, especially in social media, now that 54% of Internet users watch social media videos at least monthly and 65% of ad impressions on Instagram come from video ads, making video a necessary part of most creative budgets. Story-telling over selling is another general trend, especially in social media advertising, where story ads are designed to reflect a platform’s personal user experience rather than slick promotion, mimicking a post from a friend. Finally, marketing design must cater to mobile users now that 57% of online searches originate on mobile devices, almost 50% of web page views worldwide occur on mobile devices, and 95% of Americans own a cellphone and 57% own a smartphone. Any creative that is not mobile-optimized is sacrificing a huge market.

Watch for Interactivity and Diversity to Break New Ground

A Marketing Week article goes beyond colors, fonts and platforms to highlight other underlying trends likely to impact 2019 creative. For example, the rise of voice-enabled technology creates a push for sonic branding to complement visual creative across platforms, channels and media. Look for brands to begin to weave sound into interactive video, chatbots and voice recognition software. Visa, for example, spent a year working on a signature “chime,” heard whenever customers pay through their phones, to evoke a sense of security and efficiency. Meanwhile, the growing demand for diversity within organizations and their outreach to customers will push marketing creative beyond stock photos of diverse employees or graphics of multicolored hands, suggests Marketing Week. In fact, businesses can use creative development as a non-confrontational, thought-provoking, story-led effort to honestly address concerns. For example, multinational food services and facilities management firm Sodexo launched a campaign supporting its disability inclusion commitment with new creative that presented people as tennis coaches, parents and musicians, rather than focusing on their disabilities.

Check out this useful infographic that includes many of these marketing design predictions at https://venngage.com/blog/graphic-design-trends/

 

2019 Trends Open Doors for More Direct Mail Success

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Direct mail lists and data services are core to AccuList USA’s business success, so each year we research which trends our direct mail marketing clients will want to embrace for maximum response–and which trends are fading in effectiveness.

Digital Ad Tune-outs Offer Mail Opportunities

Digital issues can create direct mail opportunities, points out direct mail agency Inkit, noting that customers are tuning out digital advertising, whether e-mails, banners or social media promos. In fact, eMarketer estimates that 30% of all Internet users will use ad blockers in 2019. One way to offset the drop in digital ad effectiveness is to beef up direct mail campaigns. Note that ANA-DMA research shows that 84% of millennials take the time to look through their mail and 64% would rather scan for useful information in the mail than e-mail. Plus, 41% of millennials and 53% of Gen Xers report enjoying catalogs. That engagement translates into higher response rates for mail than for any other media, per the 2018 ANA-DMA Response Rate Report, with 9% for house lists and 4.9% for prospect lists.

Snail Mail Can Join the 2019 Video Boom

While digital ads are being ignored, digital video is booming; Inkit reports that Cisco projects video will encompass more than 85% of all Internet traffic in the U.S. by 2020! Direct mail doesn’t have to be left out. Thanks to print technology–QR, AR, Video-in-Print and Near Field Communication (NFC)–paper promotions can jump on the video bandwagon and further boost their own mail response.

2019 Demands Personalized, Cross-Channel Campaigns

Customers in 2019 will expect marketers to personalize offers and deliver a seamless experience across channels, Inkit asserts, requiring integration of online, e-mail, direct mail, social media, mobile, and in-store campaigns. In fact, retailing research recently found that close to 90% of retailers say integrated cross-channel or omnichannel marketing is key to success. AI is one way marketers are getting a handle on messaging across channels and at different points in the buyer journey, which can help decide timing and targeting of direct mail. Meanwhile, for mail, variable data content printing and enhanced database targeting and segmenting can deliver the personalized relevant messaging that will be a basic of 2019 marketing.

Take Variable Data Printing to the Next Level in 2019

Yet when it comes to printing and personalization, there are some popular direct mail practices that need to be ditched this year, advises direct marketing agency Darwill. For example, using a 4-color master shell on which variable content is laser-printed in black and white has become old-hat given that new inkjet presses can create endless 4-color versions for a more targeted and engaging campaign. Along the same lines, the custom maps laser-printed in black and white can be replaced by full-color variable maps that are more personalized, eye-catching, and likely to drive leads.

Use Envelopes to Intrigue Outside; Put Tailored Offers Inside

This year, instead of revealing all details of a promotional offer on the outside envelope to drive opens, Darwill advises that a promotional pitch that is visible but not fully revealed on the envelope is likely to work better–a sneak peek at a personalized offer. Then once the recipient opens the envelope, he or she better not find one-size-fits-all content! Luckily, with today’s full-color inkjet technology, a letter or a coupon can now be varied based on a recipient’s past shopping patterns or demographics.

 

 

 

Today’s Zoo Marketing Embraces Conservation, Digital

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AccuList USA helps a number of museums and zoos with marketing to members, donors and visitors. A 2017 report on the U.S. market for museums, historical sites, zoos and parks, worth $14.5 billion annually, noted that some of the most significant changes are occurring in the zoo market. Consumers’ rising concerns about conservation and ethical treatment of animals have been a driving force. As the public loses its appetite for viewing animals in cages, zoos are initiating a new stress on realistic exhibits and conservation–and their marketing is reflecting that shift.

Zoo Marketing Wins by Stressing Conservation and Natural Habitats

A recent Platform Magazine article on the new wave in zoo marketing, noted to its PR-pro readers that the winning zoo marketing strategy seems to lie in finding the middle ground between promoting conservation and creating entertainment. Many zoos do this by creating exhibits that mimic animals’ natural habitats. For example, the Woodland Park Zoo in Seattle, Washington, promotes exhibits for jaguars, penguins and grizzly bears, which have won exhibit design awards. Meanwhile, the Houston Zoo not only advertises the fact that it shares part of the money from each ticket with conservation programs but plans to build a new exhibit to showcase the Texas Wetlands, which have a large variety of animal and plant life.  The Platform article also cites Zoo Atlanta’s strategy for merging consumer experiences and conservation by promoting its contributions to the Association of Zoos and Aquariums’ Species Survival Plan (SSP) with new animals’ births that help “maintain healthy, genetically diverse and self-sustaining animal populations within North American zoos.”

Zoos Use Digital Marketing to Stretch Budgets

However, one marketing challenge for nonprofit zoos like Zoo Atlanta is stretching “our limited advertising budget,” Vice President of Marketing and Membership Tracy Lott acknowledges. And digital media investments are one way her zoo stretches those marketing resources. For zoos following Zoo Atlanta’s lead by starting or expanding a digital marketing strategy, Search Influence, a digital marketing agency, suggests five key steps to success.  Efforts need to begin with planning, with an emphasis on defining member/donor/visitor profiles for targeting. Then local prospects, loyal members and tourists can be sent the different messaging that will resonate and drive response. Next comes a polished website to showcase attention-getting content and provide a platform for sales and donations, supported by a traffic-building investment in search optimization and paid search. Third, zoos need a curated content-marketing strategy for website, social media and paid digital advertising to promote unique draws, from exhibits and events to conservation and education. Leveraging that great content then requires a targeted digital advertising strategy. Since 90% of time online is spent outside of search, mainly on Facebook, Instagram and other social platforms, one focus should be social media ads with enticing video, graphics and messaging. These ads can be targeted by interests, location, family status, buying behavior and more to boost response. These also can be tied into a multi-channel strategy that includes direct mail; for example, our Digital2Direct program serves Facebook ads to selected “matched” postal records.  Finally, to maximize ROI, marketers need analytics with defined KPIs per platform, including use of Google Analytics and Google Tag Manager to track multiple e-commerce platforms and websites.