MARKETING
Marketing Content to Gen Z? You Better Play by Their Rules
As Generation Z emerges from their older millennial siblings’ shadows, they expect brands to play by their rules.
Appealing to this digitally savvy and empowered audience requires reevaluating your marketing strategy to better connect your company’s content with them.
Gen Z isn’t willing to play by brands’ marketing games; they expect brands to follow their rules, says @joderama via @CMIContent. Click To Tweet
To get inside the post-millennial mind, Streamly (owned by CMI parent company Informa) interviewed several youth marketing experts at Content Marketing World. Here’s what they say about what makes Gen Z consumers tick and click and what brands must do to win their attention, trust, and loyalty.
Support of Gen Z’s goals and identities
Even though the tail end of the generation hasn’t yet reached adulthood, they already have tremendous influence in the marketplace. A 2021 report from Bloomberg (subscription required) put their estimated disposable income at $360 million. But, growing up in an era of financial instability, Gen Z tends to be savers, not spenders.
To get them to pay attention to (let alone spend with) your brand, you must prove your worth. That starts by meeting Gen Z’s need to be understood and for their values to be upheld.
Likely the most diverse U.S. population in history, 48% of Gen Z is non-white, according to 2018 data from Pew Research Center, followed by millennials (39%) and Gen X (30%). Furthermore, according to a Gallup poll, 20.8% of Gen Z identifies as LGBT.
Those characteristics may factor into their attitudes around equality and social justice – and why they often spend with brands that share their views. Almost three-fourths (72%) say they’re likelier to purchase from brands that contribute to social causes, according to a WP Engine report on generational influence.
Yet, Women in Revenue’s Deanna Ransom says that isn’t a simple equation: “With young folks that are marginalized, there is an extreme passion and need to be heard accurately,” she says. “They’re more mission-driven [and willing] to put themselves out there across multiple platforms to say, ‘We will not stand for this.’”
Deanna characterizes this attitude as “radical intolerance” for the systemic barriers that impede Gen Z’s goals. To attract this generation, marketers should communicate their alignment with that intolerance and back up those words with action.
To attract Gen Z, brands need to align their message of intolerance and back up those words with action, says @DeeRansom3 via @joderama @CMIContent. Click To Tweet
“They consciously look for companies who do good in the world, stand for more diversity, and want that inclusion. And they will vote with their dollars to support brands helping shift the narrative,” Deanna says.
A lovely example of an inclusive story comes from the whiskey brand J+B. It delivered a heartwarming holiday video on transgender acceptance to its audience in Spain – with a surprising, multi-generational twist.
The non-spoken spot features an older man as the central character. He borrows, shops for, and tries on cosmetics, clocking the judgmental stares of shopkeepers.
He remains undeterred in his purposeful mission. Ultimately, viewers realize he did it to empower his young grandchild to come out to their family as transgender. (Note: YouTube has an age restriction for the video.)
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How to update your content strategy to reflect Gen Z better
Generation Z wields plenty of marketplace power. But to compel them to use it to benefit your brand, you need to tailor your outreach to their engagement preferences and communication style.
Understand and incorporate their perspectives
Before attempting to engage the Gen Z audience with your content, Deanna says to ask, “What do we want to say to them, and what’s important to them?”
Revisit and update your marketing personas to reflect this audience’s interests and preferences accurately. Deanna also recommends bringing in external expertise to expand your content team’s perspectives. “You must be mindful of what you’re putting out and what it looks like to others,” she says.
Communicate empathetically and act intentionally
Gen Z never lived without social media’s existence. Seeing a prevalence of fake news and false claims online trained them to look for conflicts between what brands say and what they do.
“If marketers are signaling a virtuous purpose that doesn’t ring true, young people can pick up on that,” Deanna says. “It shows a lack of empathy. We all know when someone is talking at us versus when someone is talking with us, and those nuances are so important.”
If you don’t want to set off Gen Z’s BS meter, forgo lip-service messages. “They’re not just looking for statements and soundbites. They’re looking for action, and they’re going to keep pushing back until they get it,” Deanna says.
Feed their love of video storytelling
Born between 1997 and 2012, Gen Z cut their teeth on social media and viral videos. They’re used to connecting to their friends via smartphones, and they’re more likely to view their news than read it.
Those visual preferences also apply to their product research and brand engagement activities. For example, a 2020 study found 70% of Gen Z say product videos and photos are particularly helpful when making purchasing decisions (78% of millennials say the same.)
Semrush content director Lenox Powell advises marketers to focus heavily on visual content for young audiences. But, she says, your videos won’t get much traction if you create them for Facebook and Instagram. Gen Z is all about TikTok.
Your videos won’t get much traction if you create them for #Facebook and #Instagram. Gen Z is all about #TikTok, says @LenoxPowell via @joderama @CMIContent. Click To Tweet
Working with this new social platform has been a challenge for even experienced content marketers: “There’s still this big question mark – ‘What the heck do we do on TikTok?’” says Lenox.
To find the answers, Semrush analyzed hundreds of TikTok videos for the most popular hooks. Lenox reveals some of the resulting tips:
- Keep it snappy. The TikTok audience is conditioned to scroll past videos that don’t immediately grab their attention. Ensure the spoken words hit in the first three seconds and adopt a friendly, informal tone.
- Bring the party. Use music to foster a fun, engaging vibe within the first three seconds.
- Invite viewers to the experience. Avoid slick promotional approaches. Instead, create one-on-one conversations where the audience is a welcomed guest. Gen Z isn’t interested in being pitched. They want to go behind the scenes, learn who you are as a company, and feel like they’re part of the creator’s community.
- Aim for raw and real over polished perfection. “This generation is far more willing to embrace imperfect selfies, and they want to see the raw elements of your brand,” Lenox says. “They want photo captions far more than posed pictures or filters.”
Snappy is the hook for #TikTok videos. @Semrush analysis found using words, music, or both in the first three seconds works, says @LenoxPowell via @joderama @CMIContent. Click To Tweet
Lenox says marketers may struggle most with the last tip. “Brands want to put their best foot forward. They don’t always want to show a ‘warts-and-all’ view,” she says. Still, marketers must push themselves out of that comfort zone to appeal to Gen Z’s demand for authenticity.
Consider visual formats other than video
Marketers also can incorporate other visual content formats into their mix, including motion graphics. “Visuals is an umbrella term. Create visuals, images, and graphics that simplify the complex. The more we can tell and show the story in an impactful way, the more effective it’ll be overall,” Lenox says.
A great example of non-video visual content comes from the apparel brand Mossy Oak. The company regularly publishes nature-centric imagery in blog posts, Gamekeepers Magazine, and associated video podcasts.
Though NFTs are de rigueur for Gen Z audiences, Mossy Oak hit differently by producing a limited-edition tangible stamp collectible depicting wild turkeys in their natural habitat to support turkey conservation.
This visual content effort also aligns with Gen Z’s interest in engaging with brands that give back: According to Fast Company, the $15 stamp raised $25,000 in its first 24 hours for Mossy Oak’s Gamekeepers’ Grant program to support wild turkey habitats and population research.
Redefine influencer marketing
Millennials may have launched the career category of online influencers. Still, Generation Z doesn’t always vibe with its legacy of pay-for-play product endorsements from celebrities and internet-famous pitch people.
Research shows that 37% of consumers trust influencers over brands, with Gen Z and Millennials being twice as likely to do this compared with their Boomer counterparts. Further, 32% of Gen Z rely on social media influencers to help them discover brands and products.
Yet, Gen Z is even more likely to identify with (and be influenced by) people they can personally relate to. That includes fellow content creators and everyday consumers who speak about brands from an organic, authentic perspective and actively build communities around their interests.
“The days of sponsored content as the execution of influencer marketing are dead, says Jason Falls, executive vice president of marketing at CIPIO.ai. “More sophisticated influencers and content creators realized that real brand value comes from longer term relationships.”
The days of sponsored #content as the execution of #InfluencerMarketing are dead, says @JasonFalls via @joderama @CMIContent. Click To Tweet
To build those relationships, marketers need to reframe their vision of influencer marketing. “We need to put content through [influencers] who can persuade the audience to take action,” Jason explains in his presentation at Content Marketing World.
To do that, Jason recommends working with savvy, forward-thinking creators who keep the audience’s best interests top of mind and recognize the need to consider the brand’s goals.
He points to three red flags for creators considering your potential engagements:
- Prioritize the financial over the value exchange: If the first thing an influencer asks is, “What’s your budget,” look elsewhere. It shows they’re not mature or experienced enough to understand the process and how to deliver value for your business.
- Show disinterest in your offerings: Candidates should ask for access to your services or samples of your products. If they don’t, it could be a sign they’re more concerned with growing their own audience than creating an authentic and believable endorsement.
- Fail to ask about your goals: To create content that meets your brand’s expectations, they need to be fully informed on what you want to achieve through the partnership.
To get the best response from the Gen Z audience, Jason says, influencers should be willing to custom-build the content and adeptly present their messages in informative, engaging, and entertaining ways.
For example, Nissan USA frequently casts celebrities and other youth-friendly spokespeople for its pre-scripted ads on TikTok. But for this custom-created video, the brand partnered with comedy and culture influencer DreaKnowsBest who showcased her personality when demonstrating how she packs multiple suitcases for a weekend trip in her Nissan Rogue. The effort received over 24,000 “likes” on the platform and Drea engaged with many of the comments posted.
@dreaknowsbest Who’s guilty of this? 🙋🏾♀️😅 Cause y’all know how IMPORTANT options are on a trip! And it fits my Rogue trunk with room to spare so…. 🤷🏾♀️ #NissanPartner @Nissan USA ♬ original sound – Drea Knowsbest
Be real, do better, and get to work
Generation Z isn’t afraid to show who they are or advocate for the changes they want to see. But to get their attention, you’ll have to earn it on their terms. Follow these rules of engagement to deliver the authentic, resonant, and valuable brand experiences they’re looking for.
To hear more insights from Deanna, Lenox, and Jason on creating an authentic connection with Gen Z consumers, check out this highlights reel from CMI’s colleagues at Streamly:
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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