In the fast pace of digital marketing, we sometimes brush up against legal issues. 

• We might sometimes take risks that have legal repercussions. 
• Other companies may harm our brand and we need to defend ourselves. 
• We may do things where legal frameworks haven’t caught up and it’s not clear what is legal. 

Today’s guest is here to help marketers make sense of these situations. Megan Cornell is the founder of Momentum – a new kind of business law firm dedicated to providing law solutions in a way that works for clients. She explains data privacy, trademarks, spam, intellectual property and other legal issues we all face, giving plain-English explanations (a first for lawyers, as far as I know) of ways we marketers can stay on the right side of the law. 

People and Products/Resources mentioned:

• Canada’s Anti-Spam Legislation (CASL)
• Canadian Competitive Regulations (Federal-level)
• Ontario Consumer Protection Regulations (Provincial-level)

Reboot:

See what aspects of Intellectual Property (IP) apply to you by referring to this Infographic:

Site containing more information on Canada’s approach to IP.

In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur and yours truly. 

The changes we discussed in the show include:

• LinkedIn adds Interest targeting options 
• Apple Rollout of ITP 2.x 
• Google Ads sunsets average position 
• Click share metric available in Search Campaigns 
• Google Ads Audit rules inside the desktop editor 
• Microsoft Ads rebrands, keeps pace with Google Ads and deepens features brought by their relationship with LinkedIn   
• Google rolls out Campaign-level conversions 
• Google softens Location settings to people REGULARLY in my target 
• Google puts same-meaning words in an auction on all types of Keyword matches 
• Google Ads Retiring Accelerated Delivery 
• Google lowers ‘15 conversions in 30-days’ as a minimum bar for Target CPA
• Google Analytics reports both dates of click and date of conversion

People/Products Mentioned:

• Google Ads Editor
• Microsoft Advertising
• LinkedIn Ads
• Google’s Danny Sullivan, John Mueller, Matt Cutts
• Microsoft’s John Lee
• Frederick Vallaeys

Reboot:

Stay to the end of the episode to hear our picks for the best and worst changes of the year. 

We can all agree that websites should persuade visitors to buy our products & services, right? There is a whole field that focuses on how websites do this, called User Experience (UX). 

To find out what marketers need to know about UX, I talked with Farhad Khan, an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. He has since received Ottawa Business Journal’s Top 40 under forty distinctions and has also started a podcast called The ButterFly Effect. 

Listen for his description of how design impacts a site’s marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization.

Shownotes

• User Experience
• Form factors
• Information Architecture
• Sanke diagram (shows how visitors flow through a site)
• Dynamic Web Pages
• Hamburger Menu

People & Products Mentioned

• WordPress vs Drupal as CMS
• Leadpages.net
  Grype Solutions – Farhad’s agency