July 2023

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View in Browser  This month, we’ll delve into Twitter changes, learn a little more about GA4 and explore assessing the impact of brand campaigns. Get ready to learn more and gain valuable insights that will empower advertisers like you to navigate the ever-evolving landscape of digital marketing. Let's dive in and explore these captivating topics together!  How Advertisers Can Assess the Impact of Brand Campaigns  Being able to understand the impact of brand campaigns is essential for advertisers to gauge the effectiveness of their marketing efforts. While some methods like focus groups, paid social media brand lift surveys and third-party digital brand lift studies provide valuable insights, company budget limitations may require alternative approaches. Advertisers can turn to website analytics, social media listening and keyword trend analysis as cost-effective options. These methods allow marketers to research consumer behavior and sentiment, gaining a deeper understanding of the impact of their brand campaigns and enabling them to optimize their strategies for improved brand awareness. Read More The Future of Twitter: An Analysis of Musk's Acquisition In 2023, Elon Musk acquired Twitter, becoming its new owner. This move sparked controversy, particularly with the introduction of Twitter Blue - a subscription service that offers verified checkmarks for a monthly fee. Musk's influence over the platform's policies and the proliferation of misinformation and spam have led to user dissatisfaction and alienation of advertisers. Competitors like Bluesky, Mastodon, Reddit, Discord, and Meta's Threads have emerged as potential alternatives to Twitter. However, it remains uncertain if these platforms can truly challenge Twitter's dominance, and experts will continue to monitor the situation.  Read More Get on Board with GA4 Google Analytics 4 (GA4) has replaced Universal Analytics (UA) starting July 1, 2023, leading to significant changes in digital analytics. The transition introduces a new data model, shifting from session-based tracking to event-based tracking, providing a holistic view of the customer journey across platforms and devices. GA4 simplifies cross-platform tracking, automatically tracking user interactions across websites, apps, and offline touchpoints. It incorporates machine learning and AI capabilities to analyze data and provide valuable insights for optimizing marketing strategies. GA4 emphasizes event tracking and parameters, allowing marketers to measure key actions and customize tracking; while it also addresses data privacy and consent regulations and offers a revamped reporting interface with enhanced customization options. Marketers are urged to embrace GA4 to leverage its potential for deeper insights, personalized experiences, and better business outcomes.  Read More Welcome to the Team, Baby Miles! Our founder and CEO, Shirley Ward, recently expanded her other role as Mimi on April 25, 2023, with the addition of a new grandson, Miles James Donaldson! Miles is the first child for Shirley’s son, JT.  It is with great joy and excitement that we announce this blessed addition to our close-knit family here at The Ward Group. As we all know, the arrival of a baby brings immense happiness, love, and a renewed sense of purpose. Baby Miles has already captured the hearts of his family and has undoubtedly brightened their lives.  As a company that values family and work-life balance, we recognize the importance of supporting significant milestones. We want to extend our warmest wishes and congratulations to our CEO/”Mimi”, Shirley, for her most recent grandchild addition.  Get inTouch "Attitude is the 'little' thing that makes a big difference."   Winston Churchill