2 Things to take note of for your digital marketing efforts in 2023.
Introduction
You’re reading this because you want to get ahead. You want to make the most of your digital marketing efforts and hit your business goals for 2023. So, how do you do it? What’s in store for businesses in 2023? And what should you be doing right now to get ready and nail it? Let’s take a real quick look at only 2 things that will be important for your business this year that will impact the next five years of digital marketing investment.
1. You will need to take a more strategic approach to your digital marketing efforts and stop focusing on the “quick wins” as privacy changes are taking place faster than expected. To overcome this, there are 2 key areas for you to look into.
- Google Analytics (UA) converting them to Google Analytics 4 (GA4).
- Facebook Ads or now known as Meta Ad leveraging of Pixel with an additional step, using Conversions API (CAPI).
Let’s start with Google Analytics.
Google’s Universal Analytics (UA) will be sun-setting from 1st July 2023 and will be replaced by Google Analytics 4 (GA4). For businesses who are still on UA, you can actually continue using them but it will stop processing new hits from the 1st of July onwards. So, if you haven’t moved over to GA4, I strongly encourage you to start doing so now.
So, how to migrate? For this, it is pretty simple. You can simply toggle in your UA to switch to GA4.
Next, Facebook Ads or should I say Meta Ads.
If you haven’t started using Conversions API (CAPI), it’s time to use it for 2023. CAPI essentially is a connection between your marketing data and Meta. It helps to optimize your ad targeting and personalization, decrease cost per action, and higher accuracy in measuring campaign outcomes.
So, how to integrate? The simplest way would be using partner solutions like Shopify, Wocommerce, Salesforce or Google Tag Manager which is highly recommended. But if you have the resources, you can explore doing so via Conversions API gateway or a direct integration.
By starting to implement these 2 key things, you are setting your business up for success this 2023. As privacy controls evolve, you will be on the frontline of using platforms algorithm to get better outcomes out of your ads. You will be able to fully utilize enhanced conversions, and data-driven attribution to get more conversions. Audience modeling is near as detailed audience targeting is getting removed.
Conclusion
It may sound like a lot of work but if you want to be successful in digital marketing, it’s important to keep up with the latest tools and trends. You can never stop learning or improving yourself!
