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Showing posts from February 7, 2020
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Report: Future of search in 2020 according to SEO specialists

A survey of SEO specialists published at Best SEO Companies has revealed some interesting analysis on the state of the SEO industry and gives insights about the future of search in 2020 and beyond.Nearly 500 digital marketing experts offered their responses to the survey, highlighting the tactics which they feel will be important within five years, as well as what factors they expect Google to look upon favorably as the search giant continues to update its algorithm.Let’s take a look at some of their predictions.1. Majority of SEOs think the practice is increasing in importanceA significant 75% of respondents believe SEO will be more important in the future.This isn’t surprising in and of itself, but some more granular detail is quite revealing about how changeable the industry is.37% plan to stay in SEO for just one-to-three years and a sizeable 23% describe their jobs as precarious in light of Google’s algorithm changes.Additionally, a massive 80% are concerned that algorithm change…

Dr. Martech and Mr. Hype: A Transformational Webinar

This post originally appeared on chiefmartec.com.I spend a lot of time debating dichotomies with myself:The classic: is martech consolidating or expanding?Should you centralize or decentralize marketing, automate or humanize it?Should you practice agile or waterfall approaches to martech product adoption?Should you buy more martech tools or better use the ones you have?The martech triumvirate: suite or best-of-breed, software or services, build or buy?What’s hype or actual technological advancement?So as I find myself contemplating what the decade ahead holds for the martech industry and profession, I thought I’d invite you into the conversation.The previous decade saw the rise of the marketing technologist and the birth of a $100+ billion marketing technology industry with over 7,000 solutions. What does this next decade hold for the field?We face two competing themes. One: much-needed maturing of the martech profession and martech vendor landscape, bringing us greater structure, sta…

Fostering relationships is key to managing a martech stack

Whether you work in-house, at an agency, small businesses, enterprise organizations, for-profits and nonprofits, every organization has its own culture. I’ve worked with colleagues in a whole lot of different roles and found there are allies and frenemies (and hopefully not foes) for marketers in every case.Through kindness and persuasion, some reluctant colleagues can turn into allies and champions for change. Depending on the size of the organization, marketers can develop an organizational plan with allies to strike the right balance of martech that works for all.A marketer’s best allies (can) include:Buyers – These professionals in finance focus on acquiring, retaining and retiring vendors and suppliers. As any marketer can attest, the purchasing and renewal processes of technology are sometimes lengthy and complicated. If a dedicated buyer is available, they can help. They can read the fine print and assist in negotiating prices. The important thing to keep in mind is that achiev…

Improve customer loyalty with AI

First designed to compensate customers for being ‘loyal’ to brands with points, miles, or cashback, loyalty programs have become integral to large retail, CPG, FMCG, and travel brands. While this continues to hold true, loyalty and engagement have taken on a new meaning, driven by the data revolution and how ‘we’ in the loyalty and marketing industry define our customers through common marketing metrics such as CLV, RFM, and ROI.As data has played a significant role in how reward programs are defined, the groundwork has been laid for emerging data-driven technologies, such as AI and Machine Learning, to be at the forefront of how loyalty programs are perceiving, classifying, and directly engaging with their members.This white paper from Comarch explores how loyalty program data, combined with AI and machine learning, can influence dynamic segmentation, predictive content and offer personalization.Visit Digital Marketing Depot to download“Navigating a Modern Marketing and Loyalty Progr…

The importance of building brand awareness through Amazon advertising

In the early goings of Amazon’s advertising platform, most advertisers looked to it as another source of ad inventory that should be focused on direct response. This is in large part due to Sponsored Products typically being the first format brands wade into, and that format produced a whopping 13% conversion rate for the median advertiser under Tinuiti (my employer) management in Q4 2019. As such, it’s safe to say that Amazon ads are certainly a strong avenue for driving orders and sales.However, it’s no longer the case that Amazon advertisers are focused entirely on direct response goals, and marketers should be looking at the brand-building potential across both display and search ads in order to get the most out of the platform.Amazon DSP advertisers increasingly focused on awareness and considerationThe Amazon Demand-side Platform (DSP) allows marketers to target display inventory both on and off Amazon. Across a sample of dozens of Amazon DSP advertisers, we found that the share…

Twitter says ad tech and product updates will improve direct response advertising

Twitter reported ad revenues grew by 12% year-over-year to $885 million for the fourth quarter of 2019. U.S. ad revenue increased by 21% year-over-year on Thursday. Total revenue, which includes $123 million from data licensing and other sources, increased by 11% year-over-year to $1.01 billion, passing the billion-dollar mark in a quarter for the first time.Audience growth. Monetizable daily active users (mDAUs) grew 21% year-over-year to 152 million, up 3% from the previous quarter. US mDAUs also grew to 31 million, up 15% year-over-year and 3% from the third quarter of 2019.“More than half of the 26 million mDAUs we added in 2019 were directly driven our improvements to the core product,” Twitter CEO Jack Dorsey said on the earnings call Thursday morning.Dorsey also thinksthe product updates that help users follow topics rather than just accounts “will be transformational” for the platform. “Interests represent an entirely new way to use Twitter, and we’ll deliver far richer timeli…