David Gengler

Marketing Director

The Top 10 Digital Marketing Trends for 2024

Digital marketing is an ever-evolving landscape and as we’re just a few months out from 2024, the digital marketing landscape is poised for significant changes and innovations in the New Year. In this blog post, I’ll explore the top digital marketing topics that are expected to shape the industry in 2024 and beyond.

1. AI-Powered Marketing

Artificial Intelligence (AI) is set to play an even more significant role in digital marketing. AI-driven tools and algorithms will help marketers analyze data, personalize content, optimize advertising campaigns, and enhance customer experiences. Machine learning will enable more accurate predictions, leading to better decision-making and more efficient marketing strategies.

2. Privacy and Data Protection

With increasing concerns about data privacy and regulations like GDPR and CCPA, marketers will need to prioritize data protection and transparency. New privacy-focused technologies and strategies will emerge to ensure compliance while still delivering personalized experiences to users.

3. Voice Search and Conversational Marketing

Voice-activated devices and smart assistants like Alexa, Siri, and Google Assistant are becoming increasingly popular. Optimizing content for voice search and leveraging conversational marketing techniques will be crucial to reach and engage with these audiences effectively.

4. Video Marketing Dominance

Video content has been on the rise for several years, but in 2024, it’s expected to dominate even more. Short-form videos, live streaming, and interactive video experiences will continue to engage audiences and drive conversions. TikTok, YouTube, and other video platforms will be essential for marketers.

5. Influencer Marketing Evolution

Influencer marketing will evolve beyond traditional partnerships. Brands will focus on authenticity, long-term relationships, and micro-influencers who have niche, highly engaged audiences. Transparency and disclosure will remain important to maintain trust.

6. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are becoming more accessible and will play a significant role in marketing. Brands can use AR for interactive shopping experiences, product demonstrations, and try-before-you-buy opportunities. VR can be employed for immersive storytelling and virtual events.

7. Content Personalization

Consumers expect personalized content tailored to their preferences. Advanced personalization algorithms and customer data platforms will enable marketers to create hyper-personalized experiences, from product recommendations to email marketing.

8. Ephemeral Content

Ephemeral content, like Stories on platforms such as Instagram and Snapchat, will continue to gain traction. These temporary posts are ideal for creating a sense of urgency and authenticity, making them perfect for marketing campaigns.

9. Sustainability and Social Responsibility

Consumers are increasingly concerned about environmental and social issues. Brands that align with sustainability and social responsibility values will resonate more with audiences. Communicating eco-friendly practices and ethical values will be crucial for brand image.

10. Blockchain and Cryptocurrency

Blockchain technology can enhance transparency in digital advertising and protect against ad fraud. Cryptocurrency may play a role in alternative payment methods and loyalty programs.


As we approach 2024, digital marketing will be shaped by these exciting and transformative trends. Adapting to these changes and staying informed about emerging technologies and consumer behaviors will be vital for marketers looking to thrive in this dynamic environment. Embrace these trends, experiment, and be agile in your approach to stay ahead of the competition and connect with your target audience effectively.

12 Retention Marketing Strategies to Grow Customer Loyalty and Boost CLV

Retention marketing, sometimes referred to as customer loyalty marketing, is a powerful strategy that focuses on nurturing and retaining existing customers in hopes of driving additional revenue. In this post, I’ll explore the importance of retention marketing and share effective strategies that have helped me.

Why Retention Marketing Matters

  1. Cost-Effective: Acquiring new customers can be costly, involving marketing campaigns and promotions. Retaining existing customers is often more cost-effective as they are already familiar with your brand.
  2. Increased Customer Lifetime Value (CLV): Loyal customers tend to spend more over time. By retaining them, you can boost CLV, which is a key metric for long-term profitability.
  3. Word-of-Mouth Marketing: Satisfied customers are more likely to become advocates for your brand, spreading positive word-of-mouth and attracting new customers.
  4. Stability in Revenue: Relying solely on acquiring new customers can lead to revenue fluctuations. Retention strategies provide stability by ensuring a consistent flow of revenue from existing customers.

Effective Retention Marketing Strategies

  1. Personalized Communication: Tailor your messages and offers to individual customer preferences and behaviors. Personalization can significantly increase engagement and loyalty.
  2. Loyalty Programs: Implement loyalty programs that reward customers for repeat purchases. These programs can include discounts, points, or exclusive access to products or events.
  3. Email and SMS Marketing: Use email and text message marketing to stay in touch with your customers. Send personalized product recommendations, updates, and special offers to keep them engaged.
  4. Segmentation: Divide your customer base into segments based on factors like purchase history, demographics, or engagement levels. This allows you to send targeted messages that are more relevant to each group and reduce churn.
  5. Remarketing: Use retargeting ads to reach customers who have shown interest in your products or visited your website but didn’t make a purchase. These campaigns are often cheaper than other top-of-funnel prospecting campaigns.
  6. Exceptional Customer Service: Provide outstanding customer service that goes above and beyond expectations. A positive service experience can turn a satisfied customer into a loyal one.
  7. Social Media Engagement: Actively engage with customers on social media platforms. Respond to comments, address concerns, and use social media to humanize your brand.
  8. Surveys and Feedback: Collect feedback from customers to understand their needs and preferences. Use this information to improve your products and services.
  9. Continuous Improvement: Regularly analyze customer data and adapt your strategies accordingly. Stay updated with industry trends and customer expectations.
  10. Community Building: Create a sense of community around your brand. Host events, forums, or social groups where customers can connect with each other and with your brand.
  11. Upselling and Cross-selling: Suggest complementary products or services to existing customers. This can increase their value and satisfaction.
  12. Win-Back Campaigns: Identify inactive or churned customers and launch win-back campaigns with special offers or incentives to re-engage them.


Retention marketing is a crucial component of any successful business strategy. By nurturing your existing customer base, you not only boost revenue but also create brand advocates who can help you attract new customers. Implement these retention marketing strategies to build long-lasting relationships and ensure the continued growth and success of your business.

Improving Facebook Event Match Rates After iOS 14 Update

The iOS 14 update brought significant changes to Facebook’s advertising ecosystem, particularly affecting event match rates. With the increasing focus on user privacy and data transparency, marketers are faced with new challenges. In this article, I’ll explore some of the strategies that helped me improve Facebook event match rates in the post-iOS 14 era in the campaigns that I manage.

Understanding Event Match Rates

Event match rates are a critical metric for advertisers, measuring the percentage of users who trigger a specific event, such as making a purchase or signing up for a newsletter, after clicking on a Facebook ad. High match rates indicate that your ads effectively drive users to take the desired actions.

However, since iOS 14, Apple has implemented App Tracking Transparency (ATT) measures, requiring user consent for apps to track their data across other apps and websites. As a result, Facebook’s ability to track user actions has been limited, affecting event match rates.

Strategies for Improving Event Match Rates

  1. Verify Your Domain: Start by verifying your website domain with Facebook. This helps establish domain ownership and builds trust with the platform, which can positively impact event match rates.
  2. Implement Aggregated Event Measurement: Facebook now limits the number of conversion events you can track per domain. Prioritize the most critical events and use aggregated event measurement and consider combining similar events, such as “Add to Cart” and “Initiate Checkout,” into a single event for tracking purposes.
  3. Utilize the Conversions API: The Conversions API allows you to send event data directly to Facebook’s servers, bypassing some limitations imposed by the iOS update. This can improve your match rates by providing more accurate data.
  4. Leverage First-Party Data: Emphasize the use of first-party data, which is data you collect directly from your users through your website or app. This data is less reliant on third-party tracking and can help you understand user behavior better.
  5. Segment Your Audiences: Create highly targeted audience segments based on user behavior and demographics. By delivering personalized content to specific groups, you can increase the likelihood of users engaging with your ads and completing desired actions.
  6. Optimize Ad Creative: Invest in compelling ad creative that resonates with your target audience. Well-designed visuals and persuasive copy can capture users’ attention and encourage them to take action.
  7. A/B Testing: Continuously test different ad formats, placements, and messaging to identify what works best for your audience. A/B testing helps you refine your strategy and maximize event match rates.
  8. Offer Value: Ensure that your ads and landing pages offer genuine value to users. Make it clear why they should take the desired action, whether it’s making a purchase, signing up, or downloading an app.
  9. Educate and Encourage Consent: Be transparent with your users about data tracking and encourage them to opt in when prompted by the App Tracking Transparency dialog on iOS devices.
  10. Adapt and Monitor Performance: Stay agile and adjust your advertising strategies based on real-time performance data. Continuously monitor your campaigns and make necessary changes to optimize match rates.


The iOS 14 update has indeed posed challenges for Facebook advertisers, but with the right strategies, you can still achieve impressive event match rates. By focusing on transparency, data optimization, and audience targeting, you can adapt to the changing landscape of digital marketing and continue to drive meaningful results from your Facebook advertising campaigns. Remember that the key to success lies in staying informed of platform changes and being agile in your approach and management.

Google UTM Code: Measuring Link Clicks & Best Practices with Google Analytics

Have you ever sent out an email newsletter and wondered how many people came to your site from it? Maybe you had set up a paid social campaign on Facebook because your audience and primary demographic resided there, and also because you wanted to reinforce your PR messaging to that audience.

Some of you might’ve added Google’s UTM tags (aka UTM parameters or UTM codes) to your links. If not, while data analysis might be possible still using basic reporting in Google Analytics, it could be done in a much cleaner and more efficient way using UTM tags. Not to mention that the ability to really drill down into reports can prove to be hugely beneficial.

In this post, I want to explain what Google UTM codes do and some best practices for data cleanliness and continuity.

What is UTM Code?

In the most simple definition, UTM tags are extra text characters that users tack on to the end of a hyperlink before it’s placed on another website. When a user clicks on that link, data is sent back to the Google Analytics servers where it then appears in your Analytics reports. Usually these are added on various link placements and also in various digital ads.

For Example, if I were to place my homepage url (www.davidgengler.com) in a Facebook ad that is part of a larger branding campaign, the complete UTM-tagged URL might look something like this:


There are 5 UTM fields that you can use on a link with only 1 of them (Campaign Source) being required. Of course, the better structured your links are, the easier it is to dig deep into your reports and really split things up well.

These UTM fields include:

Google UTM Examples

Of these, it’s only the Source tag that’s required when adding UTM tags. Again though, the more you can add, the better – as long as the tags help segment things. For probably 90% of the campaigns I’m running, I’m always using Source, Medium, and Name. For campaigns where I’m heavy on the A/B testing of different ad copy or image creatives, I’ll use content as well.

A super helpful tool to use when building out these URL’s is Google’s own Campaign URL Builder.

UTM Tagging Best Practices

If you create a link tagging structure today and stay consistent with it, you’ll save yourself a headache and a lot of confusion tomorrow. As data continues to come in, a disheveled Analytics integration could just snowball into something worse. With client websites, this is a common thing I get in order as part of my first priority items. Here are a few things to remember.

First, use dashes instead of underscores in URLs. Similarly, use dashes instead of percentage signs (the representation for spaces in Google Analytics). Google does not penalize dashes in its algorithm. If you want to take a bit of a deep dive into the topic, Google’s ex-head of webspam and former software engineer Matt Cutts details his thoughts here.

Second, and this is one I see all too often, is stay consistent with lowercase usage. For example,

utm_source=Facebook is different than utm_source=facebook

They’re both providing traffic from Facebook, but Analytics will interpret them as two separate entities and will show two different rows for Facebook in your reports.

With Analytics defaulting its naming conventions to lowercase, by doing the same, you’ll prevent data redundancies.

Finally, in the third spot, track your UTM links inside a spreadsheet. Keeping record of previous naming conventions will help with data continuity when you send out a similar email newsletter or develop a similar campaign in the future. It doesn’t take long for the list of campaigns, site placements, and various social links to grow to a point where it’s difficult to accurately manage, let alone measure in Analytics. Keeping things tidy from the get-go will help not only your colleagues, but also help prevent future headaches for yourself when it’s time to report on something. If you’re interested, Sam Wiltshire developed a great Google Doc version that might be helpful with tag management.

And that’s about it! Using properly tagged UTM links will provide you with better insights into how your site or campaign is performing and will also show areas of opportunity. If you have any questions or are looking for some help on the analytics and advertising front, please reach out to me via the contact form on my homepage.

Data in Public Relations – Telling a Numbers-Backed Story

In the business world, especially any business that’s based primarily online, the volume and speed at which data is gathered continues to grow. In the world of PR, this is true as well. In that area, data is being gathered but is often overlooked. With so much data available for a client’s business, where do you start in terms of analysis? How does one take massive spreadsheets and charts and distill those into actionable business insights? How do you, as someone working in public relations, use data to the quantifiable impact of your PR efforts on the business?

In this post, I’d like to show a few key reports that my clients in public relations have found particularly helpful for their reports, as well as some considerations to make when you’re starting to tell your story through data.

How Data is Being Used in PR

Sentiment Analysis

By combining big data with social media listening and mentions, PR firms and professionals can gather valuable insights and information about their clients from both niche areas as well as industries as a whole. With social media listening and sentiment analysis, PR firms can address any negative publicity stories immediately before they snowball into something much worse.

Trend History, or the Past Predicting the Future

With specific big data tools and even free ones, such as Google Trends, PR pros can see what prompted a specific trend in the past and possibly even predict when it might occur in the future. Perhaps there’s a clearly visible seasonality factor involved? Because many reporting tools work with such massive data sets, anomolies can be addressed and averages clearly calculated over long periods of time. By finding discovering trends that apply directly to you or your client’s business, you can then develop messaging that discusses that trending topic directly, regardless of whether it’s negative or possive.

Developing Strategies for the Future

Using data to report on past marketing and PR efforts isn’t all it can be used for. Using it to show, in black and white numbers, where opportunities exist has been extremely beneficial. I’ve personally used these discoveries on the paid campaign front but also on the content discovery front as well. Using things like competitive research and keyword analysis to name a couple, I’ve found highly targeted and specific pieces of content ideas to that boost organic shares (no grayhat link-building needed!) and increases their thought leadership and brand positioning in their field.

“There’s never been so much content and data available for PR professionals as there is today, but the mass quantity of information can be daunting. Yet buried in all this content is information that can provide real insight for PR professionals.”

March PR Managing Director, Martin Jones via Holmes Report

Next Steps

For years, public relations firms haven’t placed much emphasis on the data-side of things. Now, however, firms are beginning to take note on the potential impact it can have on the client’s business but also drive home the importance of an integrated PR and marketing strategy and the impact those have had.

With big data and advanced tracking solutions, PR firms everywhere now have the ability to apply an even more agile and proactive strategy to the ever-changing economic and media environments.

How has data impacted your efforts in Public Relations? Do you find that clients are more receptive to reports heavily backed by numbers? Share your story in the comments!

If you are in need of some help on the analytics and/or advertising front, please don’t hesitate to reach out via the contact form on my site’s homepage.

Digital Marketing and PR – 3 Tips to Bridge the Divide

Digital marketing and PR have long been competing forces in business. In traditional work environments, digital marketing and advertising worked in one area while public relations worked separately in another.

In the office of the marketing team, they were busy collecting data and working to build out sales and leads. Additionally, they were researching new channels to test on and ensuring they were visible to customers, both repeat ones as well as new ones.

In the PR office, time was being spent on media relations and getting the message out there as wide as possible. This meant getting your client mentioned on as many large media publications as possible while monitoring overall sentiment for the client and staying up to date on any industry happenings that might affect that.

This strategy may have made sense in 20th century and even up to the early to mid-2000’s. The goals were entirely different for each team – why would a radio segment impact the data being gathered on a recent paid search campaign on Google Ads? Nowadays, however, in a world where customers are bouncing from one mobile phone, to TV, to desktop, to radio…the hyper-connected nature of modern day consumers and their buying habits leaves PR agencies impacting marketing numbers and marketing data impacting PR communications. Digital marketing and PR have never been so closely knit.

Setting your public relations agency up in a way where PR efforts can be measured alongside the efforts of marketing is a top priority for many businesses and both fields are starting to work more closely together than ever before.

The Data Doesn’t Lie

A 2016 study by the Pew Research Center focused on how people used social media and how it, along with the communications they had with friends and family, impacted their buying habits. A few of the most interesting points:

  1. 79% of all adult Americans use Facebook
  2. 76% of those visit the site daily

Similarly, another interesting study done by Nielsen states that:

  1. “92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising”

The fact is that the modern day consumer landscape is entirely different than when digital marketing and pr teams worked entirely separate from each other. Fortunately, there’s still time to remove the silos that prevent teams from communicating effectively with each other and complimenting it as well.

Joining the Teams

How do you get these teams to start working effectively alongside and with each other? The first is acknowledging that one team’s work will impact another and that age-old barriers meant to separate these teams need to be removed.

Speaking from my experience consulting and working with PR agencies on marketing and analytics, this means a kickoff call at the start of things and weekly or bi-weekly check-ins to share data and insights. Maybe I’m running a paid social campaign for them and have noticed a large uptick in a specific geographic region sharing posts or have seen a large increase in referral traffic from lesser known news outlets regarding a developing story. Maybe the PR agency is anticipating a decrease in online sentiment for their client due to some recent product updates and wants to get in front of it with targeted ads to set the record straight. Sharing information like that with each other has helped us both be proactive instead of reactive in our own areas of expertise and have helped our digital marketing and pr efforts grow and improve.

For public relations firms looking to increase their online visibility through digital marketing best practices, there are many things you can start implementing today. Some that come to mind:

  1. Implement proper URL tracking – Are you sending out a link to your client’s website to various publications as part of a new story or campaign? Make sure you’re adding the necessary UTM parameters so you can accurately filter and measure impact in Google Analytics.
  2. Ensure you’re using keywords that have relevant search volume – Make sure your websites and articles are getting in front of the right people by showing up for the search terms that people are actually searching for. Don’t expect to show up for a specific search term if you fail to mention it on the site. This means not only including it in the page content, but in H1 and H2 headings, title tags, and even as backlink text from off-site links.
  3. Reinforcing your PR message in paid advertising channels – For those that want to give paid campaigns a shot, I’ve found it to be the best tool to help past public relations agencies that I’ve worked with to reinforce their message. Be sure that before you even spend a cent that your tracking and Facebook Pixel is working as it should. Additionally, ensure you have a Facebook retargeting audience created so you can easily get back in front of people that have previously engaged with your client’s site through your ads. Next, start small. Test ads or promoted posts in specific geographic regions or among a small sub-set of interests to start. Don’t start tossing money at something unless you know it’s working for your defined goals.

What’s Next in Digital Marketing & PR

It’s one thing to continue doing things the same way we’ve always done them and it’s another to accept that business, like many other things in life, are constantly changing and evolving. By breaking down the barriers that prevent cross-functional teamwork among digital marketing and PR and incorporating processes from the other team, we can emphasize and boost the messages that both teams are trying to tell.

The answer to a public relations question very well might exist in the data us marketers have in Analytics. The answer to a marketing question that I have might exist in past engagement with consumers or in sentiment analyses. By working together, digital marketing and PR can help the other succeed.

Interested in working together? Please reach out to me via the contact form on my homepage.