We’re well into the beginning of 2019. In terms of digital marketing, we’re heading further and further into a world where information is hurtling through the web at a crazy pace.
The concept of six degrees of separation has morphed into 6 seconds of separation. It’s no longer just about who you know but knowing where to look.
The world has never been more accessible.
Anyone almost anywhere is now tapped into the information highway, but as things usually go in the fast lane there, constant change is ever-present. Just when you’ve gotten use to one thing - BAM - it changes!
This begs the question, what will be changing in the months to come?
It’s time to shed some light.
SEO is getting a makeover!
Search Engine Optimization going to start making a big shift towards voice search.
In 2018, 2 out of every 5 adults used voice search once per day. According to specialists at ComScore, in 2020, 50% of all searches will be done through voice search.
It won’t just be people speaking into their microphone on their cell phone or laptop. 30% of web browsing won’t even take place on a device with a screen. That means more people will be searching through devices like Google Home or Alexa.
So, what does this mean for the Digital Marketing sector?
There is a chance that conversions from voice search will be lower because people won’t be going to your website. Google will just be giving them the answer. However, because this is a relatively new and foreign concept, no one cares to read articles about it, which means most SEO pros won’t be prepared for it.
The time has come for taking the initiative and grabbing this opportunity by the horns! Get ahead of your competition and gobble up that traffic before the market shifts into using voice.
Multiple Channels Will Become More Viable
In the past companies like Dropbox and Facebook increased their usage through mass invites via growth hacking. Its easy to see that this method worked wonderfully for them - we all know who they are and what they do. Even people who don’t make use of their services are well aware of their brand.
But moving forward in digital marketing, things will no longer be that simple. The internet has become so saturated with information, with over 1 billion websites clamoring for attention, that if you created a similar invite flow within your company it won’t work as well as before.
Fact: You can no longer build a company using one channel.
So how can we deal with this?
Moving forward, we will have to leverage all available channels. Content marketing, paid ads, social media marketing, SEO, email marketing... use whatever’s our there to make your mark.
No matter how much you love one form of marketing, never rely on it.
Adopt an omnichannel approach.
Cloudy with A Chance of Complex Algorithms
Now for those of you who don’t know, an algorithm, is a small piece of instruction that tells your website, program, or computer what to do.
In the past, these bits of instruction were simple. Algorithms were used by leading search engines to gauge the popularity of specific websites and ‘rank’ them. It doesn’t take a genius to figure out the better your ranking, the more success you’ll have on your chosen platform in terms of marketing and customer relations.
However, in recent years over a dozen algorithm updates have been taking place per year, each one more complex then the last.
Mainstream tools like Google have become far more serious with how they rate and present their digital platforms. Their newer algorithms can search and find specific user metrics on any site. Facts that are now being studied include:
How much time do people spend on your site and is it increasing?
Is there an increased demand for your brand?
Does your marketing increase revenue?
If so, then you are officially a golden goose. If not, well let’s just say invisible links are no good to anyone… and yes, they can do that.
As a marketing specialist wanting to overcome this, the first step is to realise that when someone performs a search for any keyword, they aren’t just “performing a search,” they are looking for a solution to their problem.
By simply adapting to your clientele, and gaining an understanding into the intent of their search, you’ll be more likely and able to solve their problems. And everyone wins.
It’s pretty clear that, overall, the Digital Marketing sector is in for quite a ride. Life is already fast and only getting faster with each full moon. Technology is more sophisticated than ever and with things like machine learning and artificial intelligence knocking at the door who knows where we’ll end up.
But as they say in the web, surf it baby! Ride those waves, don’t resist them.