March 18, 2024 • 37 mins
The changing digital landscape might present challenges, but it also presents a great opportunity to reassess and refocus as we head into a new era of digital marketing.
At CI, we pinpointed five key areas that will set arts and cultural institutions up for success in 2024. Catch up on the first two priorities in Part One, then delve into the final three priorities in today’s episode. You’ll get insights and tips from CI consultants so you can confidently navigate the changing digital landscape, drive results for your organization, and refocus as we head into a new era of digital marketing.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:09):
Hi everyone and welcome back toour CI to Eye digital priorities
extravaganza. In our last episode,
we outlined the first two areas thatwill drive success for arts organizations
in 2024.
Today we're rounding out that list withthree more priorities from the CI team.
By the time you hang up your headphones,
you'll be ready to maximizeyour organization's reach and deepen relationships
(00:33):
with audiences. And remember,
if you want to learn more about anyof the topics covered on the pod,
check out our website for blog postsand livestream conversations that dive
deeper into each topic. Alright,
onto part two of our digital prioritiesseries. Let's dive in, shall we?
(00:54):
We'll start with Senior Consultant AlisonGoldberg to talk about giving email
the weight it deserves.Alison, thanks for being here.
Hi Dan. Glad to be here.
So why does email need our attention?
What makes this a top priorityfor arts organizations?
So email is a great way that we'reable to talk to our audiences
(01:15):
sort of where they are-peoplewho bought into our organization
already-and I think ofit as an owned channel.
We really own those email lists.
Those people have given us theirdata as opposed to social media where
we're more at the whims of the algorithmor whether or not we've paid for
advertising.
There's no guarantee that we'regoing to show up in someone's feed,
(01:39):
whereas in email,
sure you're competing againstthe other emails they're getting,
but you're getting in that inbox andif they've opted in and they've signed
up, hopefully they wantto be hearing from us.
There's also really greatopportunity when it comes to email.
An email industry leaderLitmus has found that there's a
(02:01):
potential for $36 return on every $1 spent
on email, and we don't spenda whole lot of money on email.
So that is a really incredibleopportunity for return.
And I think in our organizations,
email tends to be acatchall for communications,
so we're not necessarilybeing as strategic as we can be to take advantage of
(02:23):
that potential for return since we'reoften getting wrenches thrown in our email
strategies and not necessarilycatering to our audiences.
Yeah, absolutely.
I think a lot of the time variousdepartments all throw you an email
to send out, right? Like, oh,
please send out our educationemail that we have next
(02:45):
week that's going to drop.
Whereas we know as marketers howvaluable these email lists are and we
know how useful they canbe if used correctly.
So I think it's really importantto talk about it strategically.
And it's not that you can'tbe sending out those emails.
Of course, yeah.
Just thinking about how we can do itin a way the people who want to receive
(03:05):
them are actually getting them.
Maybe we can group things in ways thatare more interesting and more enticing to
people. It's just sort of,
I know it's a last minute grab and let'sthrow this in the next email that's
going out, even if it'snot necessarily related.
Yeah, don't give a legacy giving emailto someone who's seen one of your shows.
Yes, please. No more of that.
(03:27):
We've talked on the podcast before aboutprivacy regulations and how important
it is to build trust with audiences byhonoring their communication preferences.
What are the latest best practicesfor getting people on your email list?
First, when it comes to privacy and email,
I think it's important to talk aboutexplicit consent versus implicit consent.
(03:49):
So places like the EU, the UK,
and Canada require explicit consent.
So even if someone's buying a ticketand putting in their email address,
they have to check a boxexplicitly opting in to getting
marketing emails from your organization.
In the US we are moreused to implicit consent.
(04:10):
So usually it's just like this sortof tacit agreement that by giving us
your email, buying a ticket, you'regoing to get marketing emails from us.
And sometimes it'll say that,sometimes it doesn't even say that,
but you're just added to thelist and that's implicit consent.
And so as this focus on privacy increasesand it becomes more important to our
(04:30):
audiences,
we want to think more about how wecan get that explicit consent from
people and have them opt into our emailsand they're actually going to want to
read them.I also wanted to mention making sure
the privacy part of thison the technical side,
Gmail and Yahoo recentlyreleased new rules about email
(04:54):
authentication when you'resending emails and that will help
people trust the emails you send.
It's not necessarilythe sexiest thing to do,
but making sure that code is there,
that a bad actor can't spoofyour emails and try and
steal your consumers' information as you,
(05:15):
I think will go a long way in helpingpeople feel safe and respect your
organization and know that youremails are safe for them to open.
Yeah, I think you owe it to youraudience to make them feel safe,
and by doing that,
you're also going to increase your bottomline because people are more likely to
click in an email when theyknow it's from a trusted source.
(05:36):
And we've talked a lot in the past,
I think when we were still trying to getmobile ticket purchase paths online and
stuff like that, that weare nonprofit organizations,
but our audiences don't necessarily thinkof us that way and don't necessarily
give us that grace that wemight hope they give us.
And this is I think anotherone of those instances,
(05:56):
this sort of expectation ofprivacy and authentication.
That is what's going to be expectedfrom people and it doesn't really matter
what our resource levels are.
We definitely have a huge responsibilitywith first party data because also it's
very valuable.
How can we use that first party datato deepen relationships with audiences?
(06:17):
I mean, I think a huge part of first partydata is that they're telling us about
themselves. I mean in some casesit's just name, email address,
maybe a phone number,
but first party data is alsoticket purchase history and
things like that. So through segmentation,
we can use that first party data thatwe've gathered either that they've given
(06:40):
us, maybe when they signed up onyour website for your email list,
you can ask what genres they're interestedin or what kind of emails do they
want to receive and thatcan help you segment.
But also segmenting by ifsomeone bought a ticket for
show X last year and showY this year is similar,
(07:00):
sending an email out about that showto only those people is going to
be a lot more relevant to those peoplethan if you send it to the whole list.
And those people are going to be a lotmore likely to purchase and you're a lot
less likely to sort of alienatepeople who might not be interested.
I feel like the easiest waypeople unsubscribe, they see an email, they're like,
(07:22):
oh, this isn't for me. Whyam I even subscribed to this?
But if the emails you'resending to people are relevant,
then they're going to stay subscribedeven if they don't necessarily take the
action we want them to take.
Yeah. I think segmentation is such apowerful tool that people underestimate.
I think we all know as arts marketers,oh, we should be segmenting,
but is that a common thing where peopleknow that they should be doing it but
(07:43):
don't actually segment?
Yeah. We are inside ourorganizations every day,
so everything we do isreally important to us.
And I think it can be hard to sortof step outside of ourselves and look
at the organization from anew person's eyes or even
(08:04):
just a long time audience member'seyes and see what is really important
to them as the user, what isof value to them as the user,
rather than just what wewant to say about ourselves.
And that is a huge part ofsegmentation too, of just
really getting the informationout that's most important to them.
(08:27):
And also by doing that, bysegmenting your audiences,
you can also be a little bit morepersonal in how you present those emails,
right?
Yeah, yeah, yeah.
So segmentation I think is definitelypart of personalization where we're
looking at your past behavior and justsending you emails based on that past
behavior, but also thetechnical aspects of it,
of using dynamic fields toput your first name in the
(08:50):
subject line or in anemail where it makes sense.
Or even using dynamiccontent blocks in emails.
I know it's a little moreadvanced, but that way you can use,
if someone is a member, they get
a reminder of their benefitsas the content block.
And if someone isn't a member,
then maybe they get a pitch for membershipof a pre-sale starting in two weeks.
(09:13):
"Join now to get accessto that." And that also
makes it a little easier for you.
You're not having to do thatsegmenting and building two separate
emails and all of that,
but you're sort of letting thecomputer take care of it for you.
Do you have any examples of reallygood or really bad personalization?
(09:35):
I think a key with personalizationis you want to make sure that
if there isn't a name there,
you have a static thingin the field that will
be inserted if there's no first name,
so 'friend' or 'loyal theatergoer' or something like that.
And if someone's name is wrong,generally it's user error.
(09:59):
I once input my name isAlidon with a D instead of an
S, and then I got that emailand I was like, what happened?
That was totally on me, nothingto do with the organization.
So I know we worry about that sortof data cleanliness and that's
definitely a concern, but often that'son the user and not on the organization.
(10:21):
Alidon sounds like a dinosaur. It's veryfunny seeing your name spelled wrong.
I've gotten Mr. Pitmuss a fewtimes. Always gives me a chuckle.
If I'm an arts marketer who wants toimprove my organization's email strategy,
but I'm strapped for time,where should I start?
I would think about how you can sortof stretch content across channels.
(10:46):
There's definitely been research,
and I think we just knowthis from our everyday lives,
that seeing content in differenttouchpoints helps drive us down
the path to purchase. So if you have somecontent you're using on social media,
finding a way to also use thatcontent on email and vice versa. A,
you're not sort of having torecreate the content wheel
(11:10):
for each channel and obviously you wantto personalize it for each channel,
but I think there's ways tosort of stretch-you have a video on Facebook and you
can also link to that video and sort oftalk about it in an email and make sure
people have seen it. Sothat's one great way.
I think automation would be a huge help.
I know there is a big lift of work interms of the front end of getting it set
(11:34):
up and getting it to work,but once it's working,
I think it saves so much timeand there's a lot of reward in
terms of these pre and post-showemails, welcome emails,
abandoned cart emails, soif those are automated,
there's a lot of potential for revenueand you are automating those based
(11:56):
on audiences' behavior, so you'rereally meeting them where they are,
with you not really havingto do a ton of work.
What about testing and reporting?
I think like we've been saying,
it can be really hard to takea step back and look at the big
picture of performance,especially when it comes to email,
(12:17):
looking at what's working, what'snot working. As we were saying,
so often wrenches are thrown in fromother departments and you're almost going
from day to day just trying to get anemail out and we don't often have the time
to step back and look at thatperformance and help us figure out how we
can optimize how our email's performing.
So testing or reporting, gettingall of that in one place,
(12:41):
all of that data in one place can reallyhelp you look at the bigger picture of
what's performing and what'snot performing. CI can help you create a dashboard.
I do those all the time.
And then you can also use thatdata to help you decide what to
test,
like what kind of subjectlines are working or not
(13:02):
working and what might we want to test,
what kind of segments might we wantto test? And then once we're testing,
we can use the reporting to figure outwhat was the winner, was there a winner?
Was it conclusive? And figureout how to move forward.
I think there's also space for our newfriend AI that's involved in everything
to help if you're stuckwriting a subject line or copy.
(13:26):
Have AI maybe do the first draft.
It's often a lot easier to editthan write something from scratch.
Or if you want to A/B test some things,
write the first subject lineand then ask AI for some other
options and figure outwhich ones you want to test.
Yeah, I think with all of thestuff that you've mentioned,
(13:47):
it can be dauntingsometimes to see it all and
even doing one or two of these thingsand just starting off with a simple
automation or a simple segmentationis a really nice way to go, right?
A hundred percent. I'm someone who,
it's hard for me to breakgoals into little pieces,
but I know that is the way you canactually achieve them. So it's like, okay,
(14:09):
we just want to improve our welcomeemails or we just want to improve our
pre-show emails so you're not runningaround the day of manually sending those.
And then sort of moving on to the nextthing on the list once you have more
time.
Awesome. Well, these are all excellenttips, Alison, thank you for joining us.
Of course. Thanks for having me.
For our next priority, the hot topic: leveraging AI in Google and Meta. (14:37):
undefined
I'm here with Senior ConsultantMadelyn Frascella, a.k.a. Madge,
and Consultant Aly Gomez. Hiboth, and welcome to CI to Eye.
Hi Dan. Thanks for having us.
Yes, so excited to be here.
So AI and machine learning have beenpart of Google and Meta for years.
(14:58):
Why are we talking about this now?
We're talking about this now becauseit's never been more important than it is
now. These tools have grown significantly.
They've really made their way fromthe backend of these platforms to the
forefront where we actually have controlover them and we can play with them to
try and feed our content and potentiallyreally change the outcomes of our
(15:20):
day-to-day workflow more than ever.
And right now, of course,
because AI has taken abig leap forward in the
past year or so, the opportunitycost of not using it,
not thinking about it,is growing day by day.
It's possible that once youstart using these AI tools,
(15:41):
they can really help decrease yourworkload-we know everyone is stretched so
thin-and increase your results.From this point forward,
because so many tools are available,
we're not competing against AI,
we're competing against otherorganizations, other companies,
other advertisers who are using AI.
(16:04):
And then what's the difference betweenAI in Google and Meta versus AI
in general as people think about it,
when people are talkingabout ChatGPT or Midjourney?
Sure. These AI tools aredesigned specifically to be used in these platforms,
which means they're already taking intoconsideration proper formatting and
(16:25):
the specificity that goesinto each one of these spaces.
So whenever you're utilizing themto supercharge your campaigns and
your advertising,
they're doing it in a way that's reallythoughtful and curated to where you are.
Whereas, I mean,
ChatGPT can be really useful to youradvertising if you want to use it in a
variety of ways.
You're just not going to have thoseguardrails that make sure that things are
(16:48):
tailored perfectly to that space.
Yeah, it can make it a lot more efficientwhen you have those limiting factors.
It's AI that's designedspecifically for these platforms.
Correct.
Right. It's not going tostart hallucinating on you.
Yes, exactly. Yeah.
And there are a ton of theseAI tools within the platforms.
How does an organizationdecide what's right for them?
(17:10):
Well,
I like to talk about thesetools as the many sections of an
orchestra. I think alone,they can help your results,
but together,
and when used in a way that's appropriateto the symphony you're trying to play,
for whatever idea you'retrying to promote,
they can really bring you a fullsymphony effect in your results. Now,
(17:34):
this does take experimentation.
It takes thoughtfulness surrounding what'sright for your organization and your
storytelling,
but thinking about which part ofthe orchestra you want to engage,
and remembering that you're the conductorand you have control here as the human
who's in the loop on these AI andmachine learning tools is really vital to
figuring out how to play your symphonyand how to utilize these tools next.
(17:58):
And
the human conductor ofthese AI tools is not only
helpful, but essential.
A human hand needs to guide these tools.
I bet for different clientsas well-different tools as a consultant are more
useful for different clients.Have you seen that a lot?
(18:19):
Absolutely. Yeah. I thinkindustry-specific...
If you're in theater versus a museum,
you're definitely going to seedifferent tools be more helpful.
I also think defining whathelpful and successful means to
you is so, so important fromthe get go. For example,
with Dynamic Ads,
because you're able to set it and forgetit a bit more and they're not hitting
(18:41):
those frequency issues, successmight mean having flat results,
but being able to step backfrom the hamster wheel and gaining your time back as
a marketer.
So really deciding what you're hoping toget out of the tool in advance can help
as well.
Adding on to that, to stretchthe orchestra analogy...
Oh, I love it. Let's torture thismetaphor. Absolutely. Let's stretch it.
(19:04):
Our AI musicians need ascore. They need a goal,
they need to know where they're going.
A well-defined goal isessential to anything in AI.
Yeah, it feels like theguardrails are up a little bit.
So it can be more specificin these platforms,
and there are a ton of different toolsyou can use that use AI in Google and
(19:25):
Meta. What are some of your favorites?
Sure. I think some of the easiest ones,
they're all called theAdvantage Plus suite.
That's kind of how they referto a lot of their AI tools.
But some of the easiest ones to toggleon into your existing campaign work are
Advantage Plus placements, which reallyjust let you meet folks where they are.
Someone might be looking attheir Facebook desktop one day,
(19:48):
but then the next day they only checktheir Instagram feed and you want to be
able to meet them in both.
So allowing the tool to optimize towardsthat is one way to just sort of move
forward in a way that youdon't have to set manually.
Advantage Plus Creative is another, just,
it's a toggle on that lets the platformmake small adjustments to your original
(20:08):
content.
So they're not going to completelydo a Midjourney redefinition of
your visual,
but they are going to maybeadd a colored background or
maybe put your headline onto the visualas opposed to just in the copy space.
And those things can have ameasured effect according to Meta.
(20:29):
So those are the simple ones, but mypersonal favorite are the dynamic options.
Now this can be done with multiple textoptions or with fully dynamic ads that
take both multiple text options andmultiple visuals and basically play
mix-and-match Rubik'sCube in the platform.
The platform really gets to take whatyou feed it with that information and try
(20:50):
out different combinations.
And what's so great about that is thatthe people that it's serving these ads to
are different people. Theyreact to different things.
They have different reasons for comingto your space and potentially buying a
ticket.
So offering the platform the opportunityto experiment and learn about who's
responding to what and to also give thosepeople different messages right from
(21:13):
the get-go.
Day one they could receive the samedynamic ad and it tells them story A about
why they should come toyour show. And on day two,
they see story B and you'veonly had to configure one ad,
but now you've given them two greatreasons to come see your show all at once.
So it can have a reallystrong effect on your results.
And this is really interesting. They alsohave these available for lead gen too.
(21:37):
So if you're an organizationthat's leveraging that tool,
there's a lot of space toexperiment there as well.
There's a lot of options,it feels like, in Meta.
Are there similaroptions in Google, Madge?
Oh, absolutely.
Dynamic ad creation is thefuture of both of these
platforms really. Google hasthe responsive search ad,
(21:57):
the responsive display ad,both of which-we know them,
we love them,
but Google is more and moremoving in the direction of having
campaign types that not onlydynamically create the ad,
but also dynamically choose the placement.
I think foremost really ofthese is Performance Max.
(22:19):
If you've been in Google overthe past maybe year or so,
you've probably heard or seen those words.
Performance Max will take allof your assets, your text,
your images, your videos,
and dynamically create adsfor placements across all
potential Google adoptions. So that is YouTube,
(22:41):
that is display, that is theDiscover Network, search,
Gmail. I'm probably forgettingone or two or three.
And with just a goal in mind,
that campaign is going to go outand find you the people it thinks
will convert for you.
(23:03):
That means you are notsetting any targeting.
It's powered by AI, and Google isgoing to make those decisions for you.
Of course, you can givethem some guidelines,
you can give them some remarketinglists and some of your 1P
data to guide the machine,
(23:24):
but ultimately PerformanceMax will create the ad
from your assets and place it whereit best thinks it should be placed.
Unfortunately,
you don't get a lot of informationon where that placement ends up
being. What we have seen is reallygood results from these campaigns.
(23:45):
They're really conversion and goal driven,
but you don't get a lot of insightinto the black box of who sees your
ad and where. But the results sofar have spoken for themselves.
Yeah,
it often feels like these AI toolsare just doing what I wanted to
do five or 10 years ago, but thisis just doing it faster and better.
(24:08):
Things like A/B testingor targeting to really
specific demographics. If I, 10 years ago,
wanted to segment my audience intoa thousand different segments,
I just didn't have the time.
You definitely get to look at far moredata and far more experimentation when
you utilize them than we evercould doing it manually, for sure.
(24:29):
And AI, they learn from data.
So how do we ensure that we'refeeding them good information?
This is such a criticalquestion right now.
First party data is vital these days,
especially as we're facingthe deprecation of cookies.
So both Google and Meta have come upwith several solutions to this issue.
And the first is Meta's Advanced Matchingand Google's Enhanced Conversions.
(24:53):
They're very similar tools,but essentially they're sharing securely, hashed,
anonymized user datawhenever conversion happens.
So because cookies may no longerbe able to do that on our behalf,
this is just another system for that.
And getting this set up now before westart to really see the deprecation of
cookies is a great insurance system thatyou'll be able to continue to measure
(25:16):
what's working and what's not workingas we experiment in this vastly changing
advertising space.
And the more the machines understandwhat works and what doesn't work,
the better they can perform for you.
That's such a good point. Sobottom line, AI isn't that scary.
I know there was a bunch of toolsthat you guys mentioned just now,
(25:36):
so I just want to remind people that ifthey do want to look into that further,
there is a summary on the blogarticle that you both wrote.
So thanks so much forjoining us on the pod.
Thanks, Dan.
Yes, thank you so much,Dan. This was really fun.
(26:00):
All right, everyone, we'vemade it to our final priority.
Let's welcome back Ally Duffey Cubiletteand her data privacy partner in crime,
Alison Goldberg, to talk about buildingtrust by respecting user privacy.
Hey Dan.
Hello again.
So when we tell people we're going todiscuss privacy on the podcast or a Boot
Camp, we almost always get the sort ofpanicked deer-in-the-headlights look.
(26:23):
Why is that?
Privacy is scary,
it's new and it's alwayschanging, and it will be,
I think, for the foreseeablefuture, I'm sorry to say.
So it's scary because it's the unknown,but the big platforms out there,
Google and Meta, they're stillevolving. The laws are still evolving,
(26:47):
so it's perfectly understandablethat you don't have it right yet,
but I think it's important tofocus on what we can control,
and that is respectingour audience's data.
That is the core point of privacy.So I think thinking about that,
one, it's the right thing todo, just I think morally. Two,
(27:10):
it's going to be increasingly the legalthing to do in the EU. It already is,
and that'll be true for moreand more states in the US.
And it's what customers expectfrom us in our organizations.
It's so tricky justbecause it involves so many
different functional areas.
And then of course as amarketer, there's a question of,
(27:35):
well then what data do I haveavailable to me to target my potential
audiences, to measure my campaigns?
So we feel like it's our role to
understand and help youinterpret both what the
advertising platforms you're using andanalytics tools that you're using do,
(27:56):
as well as how that canrelate to or be covered by any
relevant legal regulation.While we aren't lawyers,
we can help be an interpreterof that intersection.
I tell my parents I'm a lawyer.
When I was growing up,
I said I wanted to be a lawyer on Lawand Order so that way I would always win.
(28:18):
And at this point, proper dataprivacy is non-negotiable, right?
I think maybe in the past,
arts organizations have had the tendencyto sort of put their heads in the sand
a little bit. Not everyone, butsome people definitely have,
and that's not an option anymore.
I mean,
users today expect to know howthey're being tracked on a website,
(28:38):
and many also expect to be able tocontrol how they're tracked on a website.
And so the privacy policy is critical sothat we can communicate with our users
how we are using their data.
And I think sometimes as artsorganizations we're like, well,
we're not handling healthcaredata. And we're not,
and that is even more sensitive,
(28:59):
but we are still handling people'sdata. And like Ally was saying,
they expect us to keep itsafe just like they expect
a seamless mobile checkout or agreat experience at our organization.
It is part of the infrastructureof the whole experience with
our organizations,
(29:19):
and it's going to be increasinglyimportant to build loyalty with our
audiences.
There's a study that said76% of customers say that
companies that provide that datasecurity helps encourage their
loyalty. So yeah, it's goingto be legally required,
but it's also going to be expectedand required from our audiences.
(29:43):
So a lot of listeners might not evenknow what data privacy practices they
already have in place.Where should they begin?
So you want to sort oftake an inventory first.
So looking at all theplatforms, like Ally was saying,
where that user data might becollected or might be used.
So what you're using forticketing, advertising,
(30:05):
communicating, anythingthat might touch those.
And once you have alist of those platforms,
you can sort of see how userdata interacts with those
platforms and start to informyour privacy policy from there.
A lot of privacy policies areprobably going to be pretty similar,
(30:26):
but that's sort of whereI would start. "Okay,
where is all this dataactually being collected.".
Here in the US,
it feels like there are new stateprivacy laws emerging every day.
How do we know which ones to adhere to?
There are new privacylaws emerging every day.
I don't think we'll be seeing afederal, nationwide one anytime soon,
(30:47):
but many states have taken itupon themselves to pass their
own privacy regulations. Rightnow we're at about 13 states.
So take a look at yourCRM, your audience base,
and see where the bulk of youraudiences live. Obviously,
they're probably in the state in whichyour organization is. Not necessarily,
(31:09):
but that's important because alot of these privacy regulations,
the jurisdiction is based onwhere the user is located.
So if your organization is in Oregon,
but you have a lot of users in California,
you should really be taking a lookat the California privacy laws in
addition to any Oregon privacy laws.
(31:32):
And how have privacy laws impactedour tracking capabilities, Ally?
That's a great question.
We're moving towards a world wherewe'll have less observed data,
and as users are giventhe option to opt out,
how do we maintain that measurement?
And there are a few thingsthat we can do there.
You may have heard Google talking aboutsomething called Enhanced Conversions.
(31:55):
The idea is that whensomebody converts on your
website,
typically they're making a purchase andyou get an email associated with that
purchase.
You then are able to share thatemail address with an advertising
platform.
It gets hashed and then matchedback to a user and an impression or
(32:17):
engagement with an ad.
Another strategy that youcan use is called Meta's
Conversions API.
So many of the restrictionsthat we are now subject to
come from browsers and the pixel andbrowser-based tracking that we have used
historically.
So the Conversions APIis Meta's version of
(32:40):
a server-side tracking solutionthat gets around some of those
browser restrictions.
So these are a few of the differentways that advertising technology
is evolving.
And we're making sure that we'restaying up to date with how we are
measuring campaigns for our clients, soif you're interested in learning more,
(33:02):
definitely talk to your CI consultants.
So some organizations aredoing this really well and some are maybe not doing it
as well. What should arts marketerskeep in mind when it comes to consent?
Definitely something thatI know organizations are
encountering more,
talking about implementing a newway of managing user consent on
(33:25):
their website.
Usually this is through somethingcalled a consent management platform.
So this is kind of like aplugin or additional service that you would subscribe
to. When you're working on implementinga consent management platform,
this definitely requires input from legal.
What do you need yourdefault opt out state to be?
What kind of options doyou need to give people?
(33:49):
Marketing needs to understand theimpact that that will have on their
measurements. And then weneed the tech folks-be that IT
or any consultant we might be workingwith-to make sure that then that
platform is working properly.
And where we have startedto help organizations is
(34:10):
really being a thoughtpartner in that process.
So as you are trying tounderstand what you need to do,
what impact it will have andwhether or not it's working,
we have the language and tools to beable to help you with each of those
steps.
We talked about how privacyis not just one person's job,
it's everyone's responsibility.Can you speak more about that idea?
(34:32):
Yeah. So I mean,
it touches nearly everydepartment in an organization,
and there's legal, IT,marketing, box office...
It just is touching everyone.
So it's about coming together to sortof make those compromises about what
really does need to betracked, what safety measures,
(34:53):
privacy measures can we put in place.
And we know that not everyorganization necessarily has
legal experts on staff.
You likely need to seek inputfrom outside of your organization.
We are not lawyers,
but we definitely have an understandingof these platforms, what they do,
how they work,
(35:14):
so we can help ensure that you areat least accurately representing
what these platforms do,
the kind of data that is being collected,
so you have that understanding whenyou go do talk to any legal help.
Yeah, I think talking about privacy,
there's always this aspect of tensionbecause there's legal implications,
(35:36):
there's moral implications, so itcan feel like a really sticky topic.
And asking for help andconsulting outside expertise
is always a really good place to start.
So thanks for that reminder andthank you for being here today!
Absolutely. Thanks for having us.
Thanks, Dan.
(36:02):
So there you go. The finalkey areas to focus on in 2024.
We hope these tips bring you strongercampaign results and deeper audience
connections in the yearahead. And remember,
if you want to learn more aboutany of the five digital priorities,
just visit our website atcapacityinteractive.com.
You'll find weekly blog posts that diveinto each priority plus a schedule of
(36:25):
interactive live streams where you canget answers to your questions in real
time. Now it's time toturn learning into action.
How will you infuse these prioritiesinto your digital strategy this year?
Break a leg!
(36:50):
Thank you for listening to CI to Eye.
This episode was edited and produced byKaren McConarty and co-written by Karen
McConarty and myself, Dan Titmuss.
Stephanie Medina and Jess Berube are CIto Eye's designers and video editors,
and all work together tocreate CI's digital content.
Our music is by whoisuzo. Ifyou enjoyed today's episode,
(37:10):
please take a moment torate us or leave a review.
A nice comment goes a long way in helpingother people discover CI to Eye and
hear from experts in the arts and beyond.If you didn't enjoy today's episode,
pass it on to all of your enemies.Don't forget to follow us on Facebook,
Instagram, LinkedIn, andYouTube for regular content to help you market smarter.
(37:31):
You can also sign up for our newsletterat capacityinteractive.com so you never
miss an update. And ifyou haven't already,
please click the subscribe buttonwherever you get your podcasts.
Until next time, stay nerdy.
Hi everyone and welcome back toour CI to Eye digital priorities
extravaganza. In our last episode,
we outlined the first two areas thatwill drive success for arts organizations
in 2024.
Today we're rounding out that list withthree more priorities from the CI team.
By the time you hang up your headphones,
you'll be ready to maximizeyour organization's reach and deepen relationships
(00:33):
with audiences. And remember,
if you want to learn more about anyof the topics covered on the pod,
check out our website for blog postsand livestream conversations that dive
deeper into each topic. Alright,
onto part two of our digital prioritiesseries. Let's dive in, shall we?
(00:54):
We'll start with Senior Consultant AlisonGoldberg to talk about giving email
the weight it deserves.Alison, thanks for being here.
Hi Dan. Glad to be here.
So why does email need our attention?
What makes this a top priorityfor arts organizations?
So email is a great way that we'reable to talk to our audiences
(01:15):
sort of where they are-peoplewho bought into our organization
already-and I think ofit as an owned channel.
We really own those email lists.
Those people have given us theirdata as opposed to social media where
we're more at the whims of the algorithmor whether or not we've paid for
advertising.
There's no guarantee that we'regoing to show up in someone's feed,
(01:39):
whereas in email,
sure you're competing againstthe other emails they're getting,
but you're getting in that inbox andif they've opted in and they've signed
up, hopefully they wantto be hearing from us.
There's also really greatopportunity when it comes to email.
An email industry leaderLitmus has found that there's a
(02:01):
potential for $36 return on every $1 spent
on email, and we don't spenda whole lot of money on email.
So that is a really incredibleopportunity for return.
And I think in our organizations,
email tends to be acatchall for communications,
so we're not necessarilybeing as strategic as we can be to take advantage of
(02:23):
that potential for return since we'reoften getting wrenches thrown in our email
strategies and not necessarilycatering to our audiences.
Yeah, absolutely.
I think a lot of the time variousdepartments all throw you an email
to send out, right? Like, oh,
please send out our educationemail that we have next
(02:45):
week that's going to drop.
Whereas we know as marketers howvaluable these email lists are and we
know how useful they canbe if used correctly.
So I think it's really importantto talk about it strategically.
And it's not that you can'tbe sending out those emails.
Of course, yeah.
Just thinking about how we can do itin a way the people who want to receive
(03:05):
them are actually getting them.
Maybe we can group things in ways thatare more interesting and more enticing to
people. It's just sort of,
I know it's a last minute grab and let'sthrow this in the next email that's
going out, even if it'snot necessarily related.
Yeah, don't give a legacy giving emailto someone who's seen one of your shows.
Yes, please. No more of that.
(03:27):
We've talked on the podcast before aboutprivacy regulations and how important
it is to build trust with audiences byhonoring their communication preferences.
What are the latest best practicesfor getting people on your email list?
First, when it comes to privacy and email,
I think it's important to talk aboutexplicit consent versus implicit consent.
(03:49):
So places like the EU, the UK,
and Canada require explicit consent.
So even if someone's buying a ticketand putting in their email address,
they have to check a boxexplicitly opting in to getting
marketing emails from your organization.
In the US we are moreused to implicit consent.
(04:10):
So usually it's just like this sortof tacit agreement that by giving us
your email, buying a ticket, you'regoing to get marketing emails from us.
And sometimes it'll say that,sometimes it doesn't even say that,
but you're just added to thelist and that's implicit consent.
And so as this focus on privacy increasesand it becomes more important to our
(04:30):
audiences,
we want to think more about how wecan get that explicit consent from
people and have them opt into our emailsand they're actually going to want to
read them.I also wanted to mention making sure
the privacy part of thison the technical side,
Gmail and Yahoo recentlyreleased new rules about email
(04:54):
authentication when you'resending emails and that will help
people trust the emails you send.
It's not necessarilythe sexiest thing to do,
but making sure that code is there,
that a bad actor can't spoofyour emails and try and
steal your consumers' information as you,
(05:15):
I think will go a long way in helpingpeople feel safe and respect your
organization and know that youremails are safe for them to open.
Yeah, I think you owe it to youraudience to make them feel safe,
and by doing that,
you're also going to increase your bottomline because people are more likely to
click in an email when theyknow it's from a trusted source.
(05:36):
And we've talked a lot in the past,
I think when we were still trying to getmobile ticket purchase paths online and
stuff like that, that weare nonprofit organizations,
but our audiences don't necessarily thinkof us that way and don't necessarily
give us that grace that wemight hope they give us.
And this is I think anotherone of those instances,
(05:56):
this sort of expectation ofprivacy and authentication.
That is what's going to be expectedfrom people and it doesn't really matter
what our resource levels are.
We definitely have a huge responsibilitywith first party data because also it's
very valuable.
How can we use that first party datato deepen relationships with audiences?
(06:17):
I mean, I think a huge part of first partydata is that they're telling us about
themselves. I mean in some casesit's just name, email address,
maybe a phone number,
but first party data is alsoticket purchase history and
things like that. So through segmentation,
we can use that first party data thatwe've gathered either that they've given
(06:40):
us, maybe when they signed up onyour website for your email list,
you can ask what genres they're interestedin or what kind of emails do they
want to receive and thatcan help you segment.
But also segmenting by ifsomeone bought a ticket for
show X last year and showY this year is similar,
(07:00):
sending an email out about that showto only those people is going to
be a lot more relevant to those peoplethan if you send it to the whole list.
And those people are going to be a lotmore likely to purchase and you're a lot
less likely to sort of alienatepeople who might not be interested.
I feel like the easiest waypeople unsubscribe, they see an email, they're like,
(07:22):
oh, this isn't for me. Whyam I even subscribed to this?
But if the emails you'resending to people are relevant,
then they're going to stay subscribedeven if they don't necessarily take the
action we want them to take.
Yeah. I think segmentation is such apowerful tool that people underestimate.
I think we all know as arts marketers,oh, we should be segmenting,
but is that a common thing where peopleknow that they should be doing it but
(07:43):
don't actually segment?
Yeah. We are inside ourorganizations every day,
so everything we do isreally important to us.
And I think it can be hard to sortof step outside of ourselves and look
at the organization from anew person's eyes or even
(08:04):
just a long time audience member'seyes and see what is really important
to them as the user, what isof value to them as the user,
rather than just what wewant to say about ourselves.
And that is a huge part ofsegmentation too, of just
really getting the informationout that's most important to them.
(08:27):
And also by doing that, bysegmenting your audiences,
you can also be a little bit morepersonal in how you present those emails,
right?
Yeah, yeah, yeah.
So segmentation I think is definitelypart of personalization where we're
looking at your past behavior and justsending you emails based on that past
behavior, but also thetechnical aspects of it,
of using dynamic fields toput your first name in the
(08:50):
subject line or in anemail where it makes sense.
Or even using dynamiccontent blocks in emails.
I know it's a little moreadvanced, but that way you can use,
if someone is a member, they get
a reminder of their benefitsas the content block.
And if someone isn't a member,
then maybe they get a pitch for membershipof a pre-sale starting in two weeks.
(09:13):
"Join now to get accessto that." And that also
makes it a little easier for you.
You're not having to do thatsegmenting and building two separate
emails and all of that,
but you're sort of letting thecomputer take care of it for you.
Do you have any examples of reallygood or really bad personalization?
(09:35):
I think a key with personalizationis you want to make sure that
if there isn't a name there,
you have a static thingin the field that will
be inserted if there's no first name,
so 'friend' or 'loyal theatergoer' or something like that.
And if someone's name is wrong,generally it's user error.
(09:59):
I once input my name isAlidon with a D instead of an
S, and then I got that emailand I was like, what happened?
That was totally on me, nothingto do with the organization.
So I know we worry about that sortof data cleanliness and that's
definitely a concern, but often that'son the user and not on the organization.
(10:21):
Alidon sounds like a dinosaur. It's veryfunny seeing your name spelled wrong.
I've gotten Mr. Pitmuss a fewtimes. Always gives me a chuckle.
If I'm an arts marketer who wants toimprove my organization's email strategy,
but I'm strapped for time,where should I start?
I would think about how you can sortof stretch content across channels.
(10:46):
There's definitely been research,
and I think we just knowthis from our everyday lives,
that seeing content in differenttouchpoints helps drive us down
the path to purchase. So if you have somecontent you're using on social media,
finding a way to also use thatcontent on email and vice versa. A,
you're not sort of having torecreate the content wheel
(11:10):
for each channel and obviously you wantto personalize it for each channel,
but I think there's ways tosort of stretch-you have a video on Facebook and you
can also link to that video and sort oftalk about it in an email and make sure
people have seen it. Sothat's one great way.
I think automation would be a huge help.
I know there is a big lift of work interms of the front end of getting it set
(11:34):
up and getting it to work,but once it's working,
I think it saves so much timeand there's a lot of reward in
terms of these pre and post-showemails, welcome emails,
abandoned cart emails, soif those are automated,
there's a lot of potential for revenueand you are automating those based
(11:56):
on audiences' behavior, so you'rereally meeting them where they are,
with you not really havingto do a ton of work.
What about testing and reporting?
I think like we've been saying,
it can be really hard to takea step back and look at the big
picture of performance,especially when it comes to email,
(12:17):
looking at what's working, what'snot working. As we were saying,
so often wrenches are thrown in fromother departments and you're almost going
from day to day just trying to get anemail out and we don't often have the time
to step back and look at thatperformance and help us figure out how we
can optimize how our email's performing.
So testing or reporting, gettingall of that in one place,
(12:41):
all of that data in one place can reallyhelp you look at the bigger picture of
what's performing and what'snot performing. CI can help you create a dashboard.
I do those all the time.
And then you can also use thatdata to help you decide what to
test,
like what kind of subjectlines are working or not
(13:02):
working and what might we want to test,
what kind of segments might we wantto test? And then once we're testing,
we can use the reporting to figure outwhat was the winner, was there a winner?
Was it conclusive? And figureout how to move forward.
I think there's also space for our newfriend AI that's involved in everything
to help if you're stuckwriting a subject line or copy.
(13:26):
Have AI maybe do the first draft.
It's often a lot easier to editthan write something from scratch.
Or if you want to A/B test some things,
write the first subject lineand then ask AI for some other
options and figure outwhich ones you want to test.
Yeah, I think with all of thestuff that you've mentioned,
(13:47):
it can be dauntingsometimes to see it all and
even doing one or two of these thingsand just starting off with a simple
automation or a simple segmentationis a really nice way to go, right?
A hundred percent. I'm someone who,
it's hard for me to breakgoals into little pieces,
but I know that is the way you canactually achieve them. So it's like, okay,
(14:09):
we just want to improve our welcomeemails or we just want to improve our
pre-show emails so you're not runningaround the day of manually sending those.
And then sort of moving on to the nextthing on the list once you have more
time.
Awesome. Well, these are all excellenttips, Alison, thank you for joining us.
Of course. Thanks for having me.
For our next priority, the hot topic: leveraging AI in Google and Meta. (14:37):
undefined
I'm here with Senior ConsultantMadelyn Frascella, a.k.a. Madge,
and Consultant Aly Gomez. Hiboth, and welcome to CI to Eye.
Hi Dan. Thanks for having us.
Yes, so excited to be here.
So AI and machine learning have beenpart of Google and Meta for years.
(14:58):
Why are we talking about this now?
We're talking about this now becauseit's never been more important than it is
now. These tools have grown significantly.
They've really made their way fromthe backend of these platforms to the
forefront where we actually have controlover them and we can play with them to
try and feed our content and potentiallyreally change the outcomes of our
(15:20):
day-to-day workflow more than ever.
And right now, of course,
because AI has taken abig leap forward in the
past year or so, the opportunitycost of not using it,
not thinking about it,is growing day by day.
It's possible that once youstart using these AI tools,
(15:41):
they can really help decrease yourworkload-we know everyone is stretched so
thin-and increase your results.From this point forward,
because so many tools are available,
we're not competing against AI,
we're competing against otherorganizations, other companies,
other advertisers who are using AI.
(16:04):
And then what's the difference betweenAI in Google and Meta versus AI
in general as people think about it,
when people are talkingabout ChatGPT or Midjourney?
Sure. These AI tools aredesigned specifically to be used in these platforms,
which means they're already taking intoconsideration proper formatting and
(16:25):
the specificity that goesinto each one of these spaces.
So whenever you're utilizing themto supercharge your campaigns and
your advertising,
they're doing it in a way that's reallythoughtful and curated to where you are.
Whereas, I mean,
ChatGPT can be really useful to youradvertising if you want to use it in a
variety of ways.
You're just not going to have thoseguardrails that make sure that things are
(16:48):
tailored perfectly to that space.
Yeah, it can make it a lot more efficientwhen you have those limiting factors.
It's AI that's designedspecifically for these platforms.
Correct.
Right. It's not going tostart hallucinating on you.
Yes, exactly. Yeah.
And there are a ton of theseAI tools within the platforms.
How does an organizationdecide what's right for them?
(17:10):
Well,
I like to talk about thesetools as the many sections of an
orchestra. I think alone,they can help your results,
but together,
and when used in a way that's appropriateto the symphony you're trying to play,
for whatever idea you'retrying to promote,
they can really bring you a fullsymphony effect in your results. Now,
(17:34):
this does take experimentation.
It takes thoughtfulness surrounding what'sright for your organization and your
storytelling,
but thinking about which part ofthe orchestra you want to engage,
and remembering that you're the conductorand you have control here as the human
who's in the loop on these AI andmachine learning tools is really vital to
figuring out how to play your symphonyand how to utilize these tools next.
(17:58):
And
the human conductor ofthese AI tools is not only
helpful, but essential.
A human hand needs to guide these tools.
I bet for different clientsas well-different tools as a consultant are more
useful for different clients.Have you seen that a lot?
(18:19):
Absolutely. Yeah. I thinkindustry-specific...
If you're in theater versus a museum,
you're definitely going to seedifferent tools be more helpful.
I also think defining whathelpful and successful means to
you is so, so important fromthe get go. For example,
with Dynamic Ads,
because you're able to set it and forgetit a bit more and they're not hitting
(18:41):
those frequency issues, successmight mean having flat results,
but being able to step backfrom the hamster wheel and gaining your time back as
a marketer.
So really deciding what you're hoping toget out of the tool in advance can help
as well.
Adding on to that, to stretchthe orchestra analogy...
Oh, I love it. Let's torture thismetaphor. Absolutely. Let's stretch it.
(19:04):
Our AI musicians need ascore. They need a goal,
they need to know where they're going.
A well-defined goal isessential to anything in AI.
Yeah, it feels like theguardrails are up a little bit.
So it can be more specificin these platforms,
and there are a ton of different toolsyou can use that use AI in Google and
(19:25):
Meta. What are some of your favorites?
Sure. I think some of the easiest ones,
they're all called theAdvantage Plus suite.
That's kind of how they referto a lot of their AI tools.
But some of the easiest ones to toggleon into your existing campaign work are
Advantage Plus placements, which reallyjust let you meet folks where they are.
Someone might be looking attheir Facebook desktop one day,
(19:48):
but then the next day they only checktheir Instagram feed and you want to be
able to meet them in both.
So allowing the tool to optimize towardsthat is one way to just sort of move
forward in a way that youdon't have to set manually.
Advantage Plus Creative is another, just,
it's a toggle on that lets the platformmake small adjustments to your original
(20:08):
content.
So they're not going to completelydo a Midjourney redefinition of
your visual,
but they are going to maybeadd a colored background or
maybe put your headline onto the visualas opposed to just in the copy space.
And those things can have ameasured effect according to Meta.
(20:29):
So those are the simple ones, but mypersonal favorite are the dynamic options.
Now this can be done with multiple textoptions or with fully dynamic ads that
take both multiple text options andmultiple visuals and basically play
mix-and-match Rubik'sCube in the platform.
The platform really gets to take whatyou feed it with that information and try
(20:50):
out different combinations.
And what's so great about that is thatthe people that it's serving these ads to
are different people. Theyreact to different things.
They have different reasons for comingto your space and potentially buying a
ticket.
So offering the platform the opportunityto experiment and learn about who's
responding to what and to also give thosepeople different messages right from
(21:13):
the get-go.
Day one they could receive the samedynamic ad and it tells them story A about
why they should come toyour show. And on day two,
they see story B and you'veonly had to configure one ad,
but now you've given them two greatreasons to come see your show all at once.
So it can have a reallystrong effect on your results.
And this is really interesting. They alsohave these available for lead gen too.
(21:37):
So if you're an organizationthat's leveraging that tool,
there's a lot of space toexperiment there as well.
There's a lot of options,it feels like, in Meta.
Are there similaroptions in Google, Madge?
Oh, absolutely.
Dynamic ad creation is thefuture of both of these
platforms really. Google hasthe responsive search ad,
(21:57):
the responsive display ad,both of which-we know them,
we love them,
but Google is more and moremoving in the direction of having
campaign types that not onlydynamically create the ad,
but also dynamically choose the placement.
I think foremost really ofthese is Performance Max.
(22:19):
If you've been in Google overthe past maybe year or so,
you've probably heard or seen those words.
Performance Max will take allof your assets, your text,
your images, your videos,
and dynamically create adsfor placements across all
potential Google adoptions. So that is YouTube,
(22:41):
that is display, that is theDiscover Network, search,
Gmail. I'm probably forgettingone or two or three.
And with just a goal in mind,
that campaign is going to go outand find you the people it thinks
will convert for you.
(23:03):
That means you are notsetting any targeting.
It's powered by AI, and Google isgoing to make those decisions for you.
Of course, you can givethem some guidelines,
you can give them some remarketinglists and some of your 1P
data to guide the machine,
(23:24):
but ultimately PerformanceMax will create the ad
from your assets and place it whereit best thinks it should be placed.
Unfortunately,
you don't get a lot of informationon where that placement ends up
being. What we have seen is reallygood results from these campaigns.
(23:45):
They're really conversion and goal driven,
but you don't get a lot of insightinto the black box of who sees your
ad and where. But the results sofar have spoken for themselves.
Yeah,
it often feels like these AI toolsare just doing what I wanted to
do five or 10 years ago, but thisis just doing it faster and better.
(24:08):
Things like A/B testingor targeting to really
specific demographics. If I, 10 years ago,
wanted to segment my audience intoa thousand different segments,
I just didn't have the time.
You definitely get to look at far moredata and far more experimentation when
you utilize them than we evercould doing it manually, for sure.
(24:29):
And AI, they learn from data.
So how do we ensure that we'refeeding them good information?
This is such a criticalquestion right now.
First party data is vital these days,
especially as we're facingthe deprecation of cookies.
So both Google and Meta have come upwith several solutions to this issue.
And the first is Meta's Advanced Matchingand Google's Enhanced Conversions.
(24:53):
They're very similar tools,but essentially they're sharing securely, hashed,
anonymized user datawhenever conversion happens.
So because cookies may no longerbe able to do that on our behalf,
this is just another system for that.
And getting this set up now before westart to really see the deprecation of
cookies is a great insurance system thatyou'll be able to continue to measure
(25:16):
what's working and what's not workingas we experiment in this vastly changing
advertising space.
And the more the machines understandwhat works and what doesn't work,
the better they can perform for you.
That's such a good point. Sobottom line, AI isn't that scary.
I know there was a bunch of toolsthat you guys mentioned just now,
(25:36):
so I just want to remind people that ifthey do want to look into that further,
there is a summary on the blogarticle that you both wrote.
So thanks so much forjoining us on the pod.
Thanks, Dan.
Yes, thank you so much,Dan. This was really fun.
(26:00):
All right, everyone, we'vemade it to our final priority.
Let's welcome back Ally Duffey Cubiletteand her data privacy partner in crime,
Alison Goldberg, to talk about buildingtrust by respecting user privacy.
Hey Dan.
Hello again.
So when we tell people we're going todiscuss privacy on the podcast or a Boot
Camp, we almost always get the sort ofpanicked deer-in-the-headlights look.
(26:23):
Why is that?
Privacy is scary,
it's new and it's alwayschanging, and it will be,
I think, for the foreseeablefuture, I'm sorry to say.
So it's scary because it's the unknown,but the big platforms out there,
Google and Meta, they're stillevolving. The laws are still evolving,
(26:47):
so it's perfectly understandablethat you don't have it right yet,
but I think it's important tofocus on what we can control,
and that is respectingour audience's data.
That is the core point of privacy.So I think thinking about that,
one, it's the right thing todo, just I think morally. Two,
(27:10):
it's going to be increasingly the legalthing to do in the EU. It already is,
and that'll be true for moreand more states in the US.
And it's what customers expectfrom us in our organizations.
It's so tricky justbecause it involves so many
different functional areas.
And then of course as amarketer, there's a question of,
(27:35):
well then what data do I haveavailable to me to target my potential
audiences, to measure my campaigns?
So we feel like it's our role to
understand and help youinterpret both what the
advertising platforms you're using andanalytics tools that you're using do,
(27:56):
as well as how that canrelate to or be covered by any
relevant legal regulation.While we aren't lawyers,
we can help be an interpreterof that intersection.
I tell my parents I'm a lawyer.
When I was growing up,
I said I wanted to be a lawyer on Lawand Order so that way I would always win.
(28:18):
And at this point, proper dataprivacy is non-negotiable, right?
I think maybe in the past,
arts organizations have had the tendencyto sort of put their heads in the sand
a little bit. Not everyone, butsome people definitely have,
and that's not an option anymore.
I mean,
users today expect to know howthey're being tracked on a website,
(28:38):
and many also expect to be able tocontrol how they're tracked on a website.
And so the privacy policy is critical sothat we can communicate with our users
how we are using their data.
And I think sometimes as artsorganizations we're like, well,
we're not handling healthcaredata. And we're not,
and that is even more sensitive,
(28:59):
but we are still handling people'sdata. And like Ally was saying,
they expect us to keep itsafe just like they expect
a seamless mobile checkout or agreat experience at our organization.
It is part of the infrastructureof the whole experience with
our organizations,
(29:19):
and it's going to be increasinglyimportant to build loyalty with our
audiences.
There's a study that said76% of customers say that
companies that provide that datasecurity helps encourage their
loyalty. So yeah, it's goingto be legally required,
but it's also going to be expectedand required from our audiences.
(29:43):
So a lot of listeners might not evenknow what data privacy practices they
already have in place.Where should they begin?
So you want to sort oftake an inventory first.
So looking at all theplatforms, like Ally was saying,
where that user data might becollected or might be used.
So what you're using forticketing, advertising,
(30:05):
communicating, anythingthat might touch those.
And once you have alist of those platforms,
you can sort of see how userdata interacts with those
platforms and start to informyour privacy policy from there.
A lot of privacy policies areprobably going to be pretty similar,
(30:26):
but that's sort of whereI would start. "Okay,
where is all this dataactually being collected.".
Here in the US,
it feels like there are new stateprivacy laws emerging every day.
How do we know which ones to adhere to?
There are new privacylaws emerging every day.
I don't think we'll be seeing afederal, nationwide one anytime soon,
(30:47):
but many states have taken itupon themselves to pass their
own privacy regulations. Rightnow we're at about 13 states.
So take a look at yourCRM, your audience base,
and see where the bulk of youraudiences live. Obviously,
they're probably in the state in whichyour organization is. Not necessarily,
(31:09):
but that's important because alot of these privacy regulations,
the jurisdiction is based onwhere the user is located.
So if your organization is in Oregon,
but you have a lot of users in California,
you should really be taking a lookat the California privacy laws in
addition to any Oregon privacy laws.
(31:32):
And how have privacy laws impactedour tracking capabilities, Ally?
That's a great question.
We're moving towards a world wherewe'll have less observed data,
and as users are giventhe option to opt out,
how do we maintain that measurement?
And there are a few thingsthat we can do there.
You may have heard Google talking aboutsomething called Enhanced Conversions.
(31:55):
The idea is that whensomebody converts on your
website,
typically they're making a purchase andyou get an email associated with that
purchase.
You then are able to share thatemail address with an advertising
platform.
It gets hashed and then matchedback to a user and an impression or
(32:17):
engagement with an ad.
Another strategy that youcan use is called Meta's
Conversions API.
So many of the restrictionsthat we are now subject to
come from browsers and the pixel andbrowser-based tracking that we have used
historically.
So the Conversions APIis Meta's version of
(32:40):
a server-side tracking solutionthat gets around some of those
browser restrictions.
So these are a few of the differentways that advertising technology
is evolving.
And we're making sure that we'restaying up to date with how we are
measuring campaigns for our clients, soif you're interested in learning more,
(33:02):
definitely talk to your CI consultants.
So some organizations aredoing this really well and some are maybe not doing it
as well. What should arts marketerskeep in mind when it comes to consent?
Definitely something thatI know organizations are
encountering more,
talking about implementing a newway of managing user consent on
(33:25):
their website.
Usually this is through somethingcalled a consent management platform.
So this is kind of like aplugin or additional service that you would subscribe
to. When you're working on implementinga consent management platform,
this definitely requires input from legal.
What do you need yourdefault opt out state to be?
What kind of options doyou need to give people?
(33:49):
Marketing needs to understand theimpact that that will have on their
measurements. And then weneed the tech folks-be that IT
or any consultant we might be workingwith-to make sure that then that
platform is working properly.
And where we have startedto help organizations is
(34:10):
really being a thoughtpartner in that process.
So as you are trying tounderstand what you need to do,
what impact it will have andwhether or not it's working,
we have the language and tools to beable to help you with each of those
steps.
We talked about how privacyis not just one person's job,
it's everyone's responsibility.Can you speak more about that idea?
(34:32):
Yeah. So I mean,
it touches nearly everydepartment in an organization,
and there's legal, IT,marketing, box office...
It just is touching everyone.
So it's about coming together to sortof make those compromises about what
really does need to betracked, what safety measures,
(34:53):
privacy measures can we put in place.
And we know that not everyorganization necessarily has
legal experts on staff.
You likely need to seek inputfrom outside of your organization.
We are not lawyers,
but we definitely have an understandingof these platforms, what they do,
how they work,
(35:14):
so we can help ensure that you areat least accurately representing
what these platforms do,
the kind of data that is being collected,
so you have that understanding whenyou go do talk to any legal help.
Yeah, I think talking about privacy,
there's always this aspect of tensionbecause there's legal implications,
(35:36):
there's moral implications, so itcan feel like a really sticky topic.
And asking for help andconsulting outside expertise
is always a really good place to start.
So thanks for that reminder andthank you for being here today!
Absolutely. Thanks for having us.
Thanks, Dan.
(36:02):
So there you go. The finalkey areas to focus on in 2024.
We hope these tips bring you strongercampaign results and deeper audience
connections in the yearahead. And remember,
if you want to learn more aboutany of the five digital priorities,
just visit our website atcapacityinteractive.com.
You'll find weekly blog posts that diveinto each priority plus a schedule of
(36:25):
interactive live streams where you canget answers to your questions in real
time. Now it's time toturn learning into action.
How will you infuse these prioritiesinto your digital strategy this year?
Break a leg!
(36:50):
Thank you for listening to CI to Eye.
This episode was edited and produced byKaren McConarty and co-written by Karen
McConarty and myself, Dan Titmuss.
Stephanie Medina and Jess Berube are CIto Eye's designers and video editors,
and all work together tocreate CI's digital content.
Our music is by whoisuzo. Ifyou enjoyed today's episode,
(37:10):
please take a moment torate us or leave a review.
A nice comment goes a long way in helpingother people discover CI to Eye and
hear from experts in the arts and beyond.If you didn't enjoy today's episode,
pass it on to all of your enemies.Don't forget to follow us on Facebook,
Instagram, LinkedIn, andYouTube for regular content to help you market smarter.
(37:31):
You can also sign up for our newsletterat capacityinteractive.com so you never
miss an update. And ifyou haven't already,
please click the subscribe buttonwherever you get your podcasts.
Until next time, stay nerdy.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.