Month: October 2024

4 scary mistakes you’re making with your marketing attribution model

Post author By Stevie LoBosco
Post date October 28, 2024

This Halloween, the scariest thing lurking in your marketing strategy isn’t a werewolf or a ghoul—it’s your flawed attribution model. While you might not hear its eerie whispers, the wrong model could be silently leading you into a budget-wasting nightmare. Failing to track the full customer journey, misinterpreting data, and over-relying on outdated methods can turn your marketing into a horror story. But don’t be afraid—we’re here to shine a light on the spine-chilling mistakes you might be making with your marketing attribution and help you escape the darkness of misleading measurement.

What is a marketing attribution model?

The customer journey is a complex process. On average, it takes consumers seven interactions with a brand before they will make a purchase. Each of those interactions plays an important role in influencing your consumer: a billboard that makes a consumer aware of your brand, a TV ad that educates that consumer about your product, a display banner that takes them to your website for more information, a retargeting ad on Instagram that finally convinces them to make the purchase. But which of those channels should get credit for the conversion? Sure, the retargeting ad got them to put the product in their cart, but that ad couldn’t have been served to them if they hadn’t visited the website through the display banner. And they may not have clicked on the display banner if they’d never seen your brand on that billboard or TV ad.

A marketing attribution model analyzes those various touchpoints, or channels, in the customer journey and then assigns credit to those channels when a conversion occurs. There are many types of attribution models, and while there is no right or wrong attribution model, some may be more appropriate than others depending on your marketing goals and measurement strategy. Here are some examples of the various models:

First-touch: Full credit is assigned to the first channel a buyer interacts with before a conversion occurs. In the example above, the billboard gets full credit for the conversion.
Last-touch: Full credit is assigned to the last channel a buyer interacts with before a conversion occurs. In the example above, the Instagram retargeting ad gets full credit for the conversion.
Linear: Credit is divided equally across all channels in the consumer’s journey leading up to the conversion. In the example above, the billboard, TV ad, display banner, and retargeting ad all get equal credit for the conversion.
Time-decay: Credit is given to all channels in the journey, but is weighted more heavily to the channels closer to the point of conversion. In the example above, all channels get credit, but the retargeting ad gets the most credit and the billboard gets the least.
Position-based: Credit is given to all channels in the journey, but is weighted more heavily to the first and last channel. In the example above, the billboard and retargeting ad might each get 40% credit with the TV ad and display banner only receiving 10% each.
Data-driven: The most complex model, data-driven attribution uses first-party data and machine-learning algorithms to determine how to assign credit based on past performance.

Customer journeys are complex to begin with and privacy regulations have made it even more difficult to track those journeys. As a result, every attribution model is limited to some degree, but choosing the one that is best for your business will set the foundation for more meaningful insights.

Avoid the marketing graveyard: Why a strong attribution model matters

An effective attribution model is critical for understanding the impact of your various marketing channels. It provides a common denominator for marketers to evaluate channel performance and return on ad spend (ROAS), rather than relying on vanity metrics or misaligned KPIs. Armed with effective attribution data, marketers can better allocate budgets, build more effective marketing strategies, and optimize campaigns.

Relying on a flawed attribution model can lead your marketing efforts down a dangerous path, distorting the true impact of your campaigns. When data is incomplete or skewed, it becomes easy to overvalue certain channels while completely overlooking others that play a critical role in the customer journey. This can result in misguided strategies that shift resources toward less effective tactics and cut budgets for those that actually drive conversions. While you may not notice the impact immediately, long-term, you waste valuable marketing dollars and miss out on key opportunities for growth. Ultimately, a faulty model not only damages your ROAS but also clouds your ability to make informed, data-driven decisions.

Beware of bad data: Common attribution model mistakes

There are a lot of mistakes that can be made with attribution models, but here are four of the most pervasive:

Incomplete attribution

Incomplete attribution occurs when a brand’s marketing model fails to account for all the touchpoints along the customer journey, leaving critical data gaps that misrepresent the true impact of your efforts. This often happens when non-digital interactions, like phone calls, in-store visits, or direct mail, are overlooked. The result is a skewed understanding of which tactics are impacting conversions.

For example, a customer might have discovered your brand via a TV ad, engaged through social media, and finally converted after a paid ad, but if you aren’t including non-digital channels, like TV, in your attribution model, you might overlook the value of TV ads in generating brand awareness and driving future engagement with your brand. Incomplete attribution can result in survival bias where marketers overlook data that went unrepresented, making it difficult to effectively optimize a marketing strategy and invest in the most impactful channels.

Over-reliance on last click attribution

Over-relying on last-click attribution is a common mistake that gives all the credit for a conversion to the final interaction a customer has before making a purchase, ignoring the rest of the journey. While the last touchpoint is important, focusing solely on it overlooks the many valuable interactions a customer has leading up to that point.

This narrow approach can lead to underinvestment in key channels that play a vital role in building awareness and nurturing potential customers. The result is a distorted view of your marketing performance, where decisions are made based on incomplete data, ultimately causing inefficiencies in budget allocation and missed opportunities for long-term growth.

See the scary truth of what happens when a misaligned attribution model hyperfocused on conversion attribution informs marketing decisions.

Not giving credit to assisted conversions

Assisted conversions occur when a touchpoint plays a role in guiding a customer toward a purchase, but isn’t the final step in the journey. For example, a customer might engage with a blog post, download a whitepaper, and attend a webinar before finally converting through a paid search ad. If your attribution model only values the last interaction, the crucial steps that nurtured the customer—like content marketing and webinars—are overlooked.

This leads to underappreciating and underfunding the channels that help build trust and move prospects through the funnel. Over time, this misallocation of resources weakens your overall strategy, as the channels that contribute to long-term engagement and relationship-building receive less attention, reducing their impact and ultimately hurting your marketing ROI.

Choosing the wrong model

Different attribution models offer varying perspectives on how to assign credit for conversions, and selecting one that doesn’t align with your business goals or customer journey can misrepresent the true impact of your marketing efforts.

For example, using a last-click model for a long sales cycle with multiple touchpoints may completely ignore the influence of early-stage marketing activities like content or social media. This misalignment skews your understanding of which channels and strategies are driving results, leading to over-investment in certain areas and neglecting others that are crucial for nurturing prospects. Like many of the other common mistakes, choosing the wrong model for your business can cloud your ability to make data-driven decisions, undermining your marketing strategy and negatively impacting your ROI.

Don’t let your attribution model haunt you

Concerned that you may have fallen victim to a flawed marketing attribution model? Our data strategy and analytics experts at Tallwave can help. Contact us today to see how we can help enhance your attribution model so you can start making informed decisions and driving spooky good results.

CRO Customer Engagement Data Strategy Paid Media Product Design Reaching New Customers SEO Strategy

User-generated content: What it is, why it matters, and how to harness its power

Post author By Laura Isaacs
Post date October 14, 2024

Marketing has evolved far beyond the days of billboards, radio ads, print fliers, and TV spots. Today’s consumers are smart, savvy, and a little bit skeptical. They’re constantly bombarded with brand messaging, and, honestly, they’re tired of it. What they really want is authenticity–real people sharing real experiences. That’s where user-generated content (UGC) comes in, bridging the gap between traditional marketing and the kind of organic, word-of-mouth trust that brands need to cultivate in order to thrive.

But UGC isn’t just about slapping a customer review on your product page and calling it a day. It’s a nuanced, multi-faceted strategy that requires careful planning, monitoring, and execution to ensure it enhances your brand rather than derailing it. Let’s look at what user-generated content is, why content moderation matters in UGC campaigns, and examples of UGC done right—all while unpacking how marketers, content strategists, and CMOs can use it to elevate their digital marketing strategy.

What is user-generated content?

First thing’s first: what is user-generated content? Simply put, user-generated content is any form of content—text, videos, images, reviews, or even podcasts—that’s created by users, not brands. It’s the digital equivalent of good ol’ word of mouth, where consumers share their experiences, opinions, and stories about your brand across a variety of social media platforms. Whether it’s an Instagram post showing off their new outfit or a five-star review on Google, UGC is a goldmine for brands looking to build trust and foster genuine connections with their audience.

But what makes UGC so powerful? It boils down to one thing: authenticity. In an era where brands are meticulously curating their content to appear polished and perfect, UGC brings a refreshing dose of realness to the mix. Consumers are more likely to trust the word of a fellow customer than they are a brand’s own marketing copy. In fact, according to a study by Stackla, 79% of people say UGC highly impacts their purchasing decisions, and consumers find UGC 3.1 times more authentic than brand-created content.

UGC comes in different forms:

Social media posts: Think Instagram photos, tweets, TikToks, and Facebook posts where customers tag/mention your brand or use your hashtag (e.g., remember Coca-Cola’s #ShareACoke campaign?).
Customer reviews and testimonials: This can include reviews on your website, Google, or third-party platforms like Yelp or Trustpilot.
Video hauls and unboxing content: User-generated video content of customers showing off and opening recent purchases has skyrocketed in popularity, particularly on platforms like TikTok and YouTube.

Whether it’s a glowing review on Amazon or a candid selfie in your store, UGC brings social proof to the forefront, helping build trust and influence purchasing behavior.

Why does UGC matter to marketers and strategists?

So, we’ve covered what UGC is and how it can appear across various platforms, but why should you–a marketer–care? At its core, UGC is more than just free content; it’s a marketing powerhouse that can supercharge brand perception and engagement. Here’s three ways UGC can boost your marketing strategy:

UGC provides social proof, showing that real people genuinely like your brand. This taps into a key consumer psychology principle: we’re naturally inclined to trust and follow the crowd. When potential customers see others enjoying your products, they’re more likely to jump on board. It builds a sense of community and belonging, fostering a positive relationship with your brand in a way that paid advertising cannot.
UGC helps marketers extend their reach organically. Every post, tweet, or review is an opportunity for exposure, shared directly with the creator’s audience. One person tags you, their friends see it, they share it, and suddenly, your brand’s reach has multiplied.
UGC can significantly influence purchasing decisions. Seeing real customers express excitement about your products can provide the last nudge hesitant buyers need. In fact, brands that integrate UGC into their marketing strategies often see higher conversion rates because consumers feel like they’re getting an unfiltered, authentic view of what you offer.

But with great power comes great responsibility. Since UGC is user-driven, it’s also unpredictable. To keep the UGC you share aligned with your brand’s values and quality standards, content moderation is essential.

Why is content moderation important for user-generated content campaigns?

Now that you’re all in on the UGC hype, let’s take a step back and talk about content moderation—an often overlooked but essential aspect of running a successful UGC campaign.

Here’s the thing: UGC is great because it’s authentic, but that also means it’s unpredictable. Brands can’t always control what’s being said about them, and not all content is suitable to showcase. You don’t want to be reposting poorly lit photos, negative reviews, or off-brand commentary. There’s also the risk of misinformation, inappropriate content, and even outright trolling.

So, how do you strike the balance between authenticity and quality control? Content moderation.

Key considerations for content moderation in UGC campaigns:

Brand standards: Not all UGC is created equal. You’ll need to establish clear brand guidelines for the kind of content you want to feature: be it on your social media, website, or email newsletters. These guidelines should cover image quality, tone, and overall aesthetic to ensure everything aligns with your brand.
Brand reputation: While UGC is great for building trust, one ill-timed post or inappropriate image could do the opposite. Always vet the content before reposting or featuring it on your platforms.
Legal considerations: Just because someone tags your brand doesn’t mean you have carte blanche to use their content. Get explicit permission from users before reposting or repurposing their content. You’ll also want to consider any copyright issues and ensure users are comfortable with how their content will be used.

One more thing to consider when moderating your UGC campaign: there’s an app for that. Many brands utilize automated tools to filter out inappropriate or off-brand UGC. These tools can flag content based on set criteria (e.g., offensive language, inappropriate imagery), allowing you to manage large volumes of UGC without manually reviewing every post.

Content moderation doesn’t just prevent potential pitfalls; it also enhances the overall quality and impact of your UGC campaigns. By curating the best content and ensuring it aligns with your brand values, you can create a more cohesive, trustworthy narrative for your audience.

What are some good examples of UGC?

When it comes to user-generated content, some brands have truly hit it out of the park. Let’s take a look at a few standout examples that demonstrate the power of UGC in action.

1. Coca-Cola’s #ShareACoke campaign

Arguably one of the most famous UGC campaigns of all time, Coca-Cola’s #ShareACoke initiative invited users to share photos of Coke bottles with their friends’ or family members’ names on them. This personalized twist turned Coke bottles into a social media sensation. The campaign led to over 500,000 photos shared on social media platforms, showing just how engaged users can be when brands tap into emotional connections and personal experiences.

2. GoPro’s user-created videos

GoPro has built an entire content ecosystem around UGC. Its “Photo of the Day” and “Video of the Day” campaigns allow users to submit their best GoPro-captured moments for a chance to be featured on GoPro’s website and social channels. This has resulted in a steady stream of high-quality, action-packed content that not only boosts GoPro’s brand visibility but also fuels customer loyalty.

3. Starbucks’ cup design contests

Since the late ’90s, Starbucks has occasionally invited customers to decorate their iconic white and red holiday cups and share their designs. The winning designs are used as inspiration for a new limited-edition cup. Not only do these campaigns showcase Starbucks’ commitment to creativity and customer engagement, but they also generate thousands of social media posts with each iteration, increasing brand exposure and fostering a sense of community among fans.

4. Apple’s “Shot on iPhone”

Apple’s “Shot on iPhone” campaign has become a long-standing example of how UGC can elevate a brand’s image. By encouraging users to share their best iPhone-captured photos, Apple was able to showcase the iPhone’s camera quality through the eyes of everyday consumers, driving home the message that anyone can be a great photographer with the right tool.

BONUS: UGC can boost SEO

Before we wrap up, let’s not forget about the SEO benefits of UGC. User-generated content can give your site an edge in search rankings, particularly because it adds fresh, keyword-rich content that search engines love. Whether it’s a review containing long-tail keywords related to your product or a social media post that links back to your website, UGC can drive organic traffic and improve your overall visibility online.

Influencer-created content differs from UGC, but can also boost SEO efforts. Learn more about these sister strategies.

Harness the power of UGC with Tallwave

UGC is a powerful, game-changing tool that can transform how your audience engages with your brand. But like all good things, it requires thoughtful implementation. From content moderation to leveraging social media strategies, UGC has the potential to drive word of mouth awareness, bolster brand credibility, and even boost your SEO efforts. So, go ahead: harness the power of community, and watch your brand thrive! Ready to get started? Let’s chat.

CRO Customer Engagement Highlights Paid Media Reaching New Customers SEO Strategy

Marketing channel strategy: Multichannel, crosschannel, and omnichannel explained

Post author By Stevie LoBosco
Post date October 7, 2024

This morning you might flip on the TV and listen to a news segment broadcasting from New York City, then open your laptop to respond to some emails from your coworkers in the London office. By lunch, you need a break and, while scrolling through your sister’s study abroad pictures from Spain on Instagram, decide you really need to purchase those new Nikes you’ve been eyeing. They’re shipping from Seattle, but they’ll be at your doorstep in Phoenix by noon tomorrow. In the evening, you call your parents in Chicago for a quick chat. Today, we are more connected than ever. And our marketing channel strategies should be too.

Terms like multichannel, crosschannel, and omnichannel marketing get tossed around a lot, but understanding the nuances between each of these strategies can be challenging. Each strategy offers unique benefits and caters to different business goals and customer needs. In this blog, we’ll explore the key differentiators of each marketing channel strategy, helping you navigate this complex terrain and choose the right approach to maximize your marketing effectiveness.

Multichannel marketing: Mutual independence

Multichannel marketing is probably the most simplistic of these three digital marketing strategies. It involves marketing across a number of channels, which operate independently of each other. Most marketers are doing this, whether they realize it or not.

Example of a multichannel marketing strategy

Barbara’s Beach Beanies has a communications team responsible for email strategy, a social media team responsible for Facebook strategy, and a performance marketing team responsible for paid search ads. These teams manage their strategies independently and do not communicate with one another.

Advantages of a multichannel marketing strategy

Wide reach: Marketing across multiple channels, regardless of coordination, will increase the number of people you reach and the frequency at which you reach them.
Flexibility and speed: Because each channel operates independently, the responsible team does not need to consult other teams before making decisions. They can move swiftly and pivot quickly.

Disadvantages of a multichannel marketing strategy

Inconsistent user experience: Because a multichannel marketing strategy does not consult with other teams, that means that your marketing emails might have a very different look and feel from your paid ads, which might have a very different look and feel from your website in a siloed organization. This can leave potential customers feeling confused and mistrustful.
Tracking difficulties: Without understanding what other teams are doing, it will be difficult to understand the impact that other channels have on one another. For example, if a user clicks through a paid search ad and makes a purchase, the paid search team might take credit for that conversion, but that customer’s journey may have actually been initiated by a marketing email or an organic social post. Attributing that purchase only to paid search wouldn’t accurately represent the impact of the other channels in the mix.

Crosschannel marketing: Coordinating and complementing

Crosschannel marketing takes multichannel marketing a step further by using those multiple channels in a coordinated manner to enhance the customer journey. In this strategy, the channels work together and complement each other with an emphasis on customer experience and the transition between channels.

Example of a crosschannel marketing strategy

A potential customer clicks into a marketing email from Animal Accessories, Inc. showcasing flamingo flip-flops (among other animal footwear), is sent to a flamingo flip-flop landing page, and after leaving without making a purchase, is served retargeting ads for flamingo flip-flops. Despite the various touch points across multiple channels, the user is served consistent content across all those channels.

See how we used a crosschannel marketing strategy to help 70K+ students rebuild socioemotional skills and address learning loss in the wake of the COVID-19 pandemic.

Advantages a crosschannel marketing strategy

Improved engagement: Consistent content and messaging throughout the user journey is more likely to resonate and drive action. If that content has been personalized based on past behavior, it is even more likely to increase engagement.
Better understanding of customer behavior: When we look at customer behavior across multiple channels, we get a better view of what channels helped generate awareness, which got the customer to engage, and which got them to convert. These insights better inform full-funnel marketing strategies and provide more accurate reporting.

Disadvantages a crosschannel marketing strategy

Robust tracking requirements: An appropriate attribution model is necessary to measure how these channels work together. This can require more complex analytics support to properly set up tracking.
Complex coordination: Coordinating channels means collaborating closely with other teams. This can often result in technical restrictions, slower decision-making, and more hurdles to navigate.

Omnichannel marketing: Overall integration

Omnichannel marketing is the king of marketing channel strategies. It represents a unified, customer-centric approach across all channels, online and offline. Omnichannel marketing strategies aren’t easy to execute, but they significantly elevate the customer experience and improve a brand’s ability to drive results.

Example of an omnichannel marketing strategy

Fragrances 4 Frogs has an app that allows customers to scan items for more information while they’re in store. Purchases made in store will show up in their app so customers can keep track of what products they love.

Advantages of an omnichannel marketing strategy

Enhanced customer experience: A seamless and consistent experience with smooth transitions across all touchpoints—whether shopping online, using a mobile app, or visiting a physical store—makes it easier and more enjoyable for customers to interact with a brand.
Improved loyalty and retention: Maintaining a unified message and brand voice across all channels ensures that customers receive coherent and reliable information, which helps build trust and a stronger connection to the brand. Additionally, omnichannel strategies often include loyalty programs directly aimed at encouraging repeat purchases and long-term customer retention.

Disadvantages of an omnichannel marketing strategy

Advanced technology and data integration needs: An omnichannel marketing strategy requires sophisticated technology and robust data integration to operate effectively. This often requires specialized resources and monetary investment, which can be a barrier for smaller businesses.
Complex implementation and management: The complexity of an omnichannel strategy demands significant time, effort, and skilled personnel to manage and maintain. Additionally, it requires coordination and collaboration across many teams and platforms, which can itself be challenging and impact overall efficiency and effectiveness if not done well.

Choosing the right marketing channel strategy

Understanding the differences between multichannel, crosschannel, and omnichannel marketing strategies is crucial for choosing the right strategy, or combination of strategies, for your business. By carefully considering your business’s goals, resources, and customer preferences, you can select the most effective channel strategy or strategies to engage your audience, improve customer satisfaction, and drive long-term loyalty. Not sure where to start? Tallwave’s integrated digital marketing team specializes in coordinating and implementing these various marketing strategies. Let’s talk.