Opinion: Have marketers learned anything since Cambridge Analytica?

When the Cambridge Analytica story broke last year, it represented a real turning point. All across the country, Facebook users downloaded their data files and expressed shock at the information collected - especially considering these details could have been used by the consultancy firm to influence their voting behaviour.

However, I – and many other marketers – were not surprised by the contents of our data files. After all, for years, we had been using audience data...

What Darth Vader can teach us about gated content

Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.

For example, one of Unbounce’s gated content campaigns managed to achieve a conversion rate of 45% - leading to more than 23,000 leads.

On the other...