Tunnl Blog - Page 2

Updated August 2023 If you've ever bought sushi from a gas station, you know that compromising on quality can be dangerous. Audience data follows the same rules: not all data is equal, and quality counts. Compromise on audience data quality, and you put your entire operation at risk for security concerns. But unless you have a large team and an even bigger budget, it’s unlikely the minutiae of secure data management and ongoing data quality assurance are at the top of your priority list. But when it comes to your audience intelligence platform, they need to be.

You have a burning question. One thing you need to know to target your ideal audience. But how do you find the answer? Simple: Ask.

Updated July 2023 When it comes to executing successful ad campaigns, the only thing as important as messaging is data. But any old data isn’t enough; you need the right data for your public affairs campaigns. Otherwise, you're squandering your audience investment.

When organizations are looking to improve their outreach, they turn to audiences to increase both their effectiveness and efficiency. Whether it’s for an advocacy campaign, political campaign, brand efforts, or consumer marketing, audiences allow organizations to get more petitions signed, more consumers on their side, more buyers in the funnel, and more voters to pick their candidate.

Updated August 2023 The court of public opinion tends to respect your right to a speedy trial. Consumers make up their minds - and change them - overnight. They want to work with and buy from brands that share their values, even as those values change. As the marketing world blurs into public affairs with increasing frequency, there's a heightened need to express your organization's values as a means of connecting with consumers. But you'll lose customers if you strike the wrong chord. Some 40% of consumers report losing trust in a brand and opting to use products from its competitors instead. So, if you're relying on issue-based audience data to reach the right people with your paid campaigns (and you should be), you need to be sure you're targeting people who care about your issues right now. When was the last time you checked your data to see if it was still up to date?

There have been so many privacy updates and changes to data regulations that it can be hard to keep track of it all. One of the companies that has been making what seems like constant changes? Google. The tech giant recently announced that it would be rolling back FLoC. This announcement confused many advertisers because not many people were aware of FLoC or what it was.