24 Apr The Future of Search Marketing Starts with Content
My last session of the day, “The Future of Search Marketing Starts with Content,” was led by Mike Tirone, Digital Marketing Search Strategist, R2i. Knowing most of the audience has had a full day, Tirone gets right down to business. Listen to this statistic – marketing has changed more in the past two years than in the past fifty. Why? Digital marketing. It’s changing daily.
Today’s marketing landscape consists of:
- 88% customer relations
- 83% digital marketing
- 68% customer analytics
- 49% mobile advertising
Tirone talked about really honing into your marketing cloud, but what does that consist of?
- Marketing automation
Most companies are already doing these things in some form, but are they all engaging and feeding each other and focusing on the same goal – customer-centric? Speaking of customer-centric, how do you know if your content is going to the right people at the right time? Analytics.
This landscape is constantly evolving with new algorithms, tools, and content types. Think about it – Google alone had 18 algorithm changes in 2013. It used to be that the big brick and mortar companies said that location was king. Now we all know content has become the center of our digital strategy (shift in algorithms proves this). The more unique the content, the better it does.
Brands invest $44 billion in content every year but many brands’ customer intent wasn’t speaking to webpage purpose. They were getting high bounce rates/low conversions. Brands are now engaging with their customers and seeing the two concepts merge. Law of reciprocity – only sharing your own content is a recipe for a disaster. Your strategy can’t focus entirely on promoting your brand – you need to interact with consumers.
Traditional left-brainers were great for early SEO, but over the years we’ve seen the right brain take over. The big dreamers and marketers are lending their vision to the transformation SEO has made.
New trends show consumers are going to search to find answers – 55% of Americans research online first before buying. As opposed to days of the past, first search ranking isn’t always a one-stop-shop. Many consumers continue searching for more opinions and reviews and dare I say, scrolling to the second page. Brands need to focus on an integrated, interactive and dynamic strategy for the multi-channel customer. The amount of budgets spent on marketing analytics was 5.5% in 2013 and will rise to 8.7% in 2017.
At the end of the day, realize this – the search landscape is constantly evolving and your brand needs to be on top of the trends. Here are a few key take aways:
- You need to understand data explosion – it has risen 35-50% every year
- Invest in marketing software
- Data visual tools
- Omin-channel reporting (vital to prove what’s working)
- Executive dashboard reporting
- Leverage data across channels