Half a century ago, the great American novelist Flannery O’Connor pointed out: “Everything must be integrated.”Reveals at least four trends, the convergence of two old trends and two new trends.
According to the latest survey results, marketers may not be able to prove that it will shake the world. In fact, a survey of marketing professionals targeting SEO and content marketing company BrightEdge shows that there are many confusions at the critical moment of rapid digital consumption.
Search Engine Optimization
The convergence of SEO and content marketing has emerged. In most digital lifecycles, these two areas run in parallel without cooperation.
Savvy marketers are more adept at content strategy, which understands the customer’s intent and positions the content accordingly.
In the previous survey, 97% of respondents agreed that SEO and content marketing have merged or merged. The same study shows that natural search is a top priority. Organic search is a sensible focus, accounting for 51% of all website traffic.
In order to use these strategies effectively, you need to think more deeply about the steps consumers take when making purchasing decisions and the words that may affect each stage of the journey. Otherwise, you will waste energy and resources on content that you can’t access.
New technology stratification.
The widespread adoption of artificial intelligence allows marketers to fine-tune their SEO strategies. One of the biggest differences is the ability of AI to incorporate consumer search into context.
Today, when consumers search for “Tahoe,” he may want a Chevrolet SUV or a winter ski holiday. The AI places the search in the context of the user’s past search (pick or snowboard) and makes knowledge-based guesses about the user’s intent.
Of course, searches from mobile devices can provide rich context and information about the location of the user. Savvy marketers can benefit from an understanding of the speed of mobile devices and the types of applications installed on their phones.
The rapid arrival of voice search further exacerbates existing strategies. Gartner predicts that 30% of web browsing will be screenless in the next few years. This requires a different strategy than today’s in-box search.
But with the convergence of these strong trends, many marketers are not prepared for even large brands and large agents.
A BrightEdge study found that most of the 252 large companies and agent marketers surveyed recognized the arrival of AI, voice and hyperlocal search. However, most of the marketing professionals surveyed do not intend to adjust their marketing strategies accordingly.
Read it again: A big wave of change is trying to overcome digital marketing, and most marketers are turning their eyes to the sand.
30% of surveyed digital marketers believe that voice search is the next big thing. Given that the rapid adoption of voice search is clearly underway, this is a reasonable assumption. But while they expect voice search to make a big difference, two-thirds of digital marketers say they don’t have a voice search plan.
Another 32% of survey respondents believe that AI is the next big thing, and 57% of people have not made any preparations this year.
Only 3% of respondents said they expect 5G mobile speed to be the next big issue, but recent reports predict that this will become a reality by 2020.
When you delve into BrightEdge’s research, you’ll worry a lot. More than a quarter of the marketers surveyed believe that mobility is “the next big thing.” Mobile is a big problem, but it has arrived. No one is considering the new horizon technology.
Jim Yu, CEO of BrightEge, warned that the understanding and behavior of digital marketing professionals is out of touch, putting them at risk of not meeting consumer expectations.
Marketers don’t have to make big strides forward. One step strategy works at a time. For example, Michelle Kant, SEO manager at Staples Europe, said that in an email interview about BrightEdge research, the growth of search AI focused on consistent messaging between devices and could begin immediately. said.