Heraclitus once said, “No man ever steps in the same river twice, for it’s not the same river and he’s not the same man.” The same can be said about the metamorphoses of digital marketing.
Take a moment and think back to late last year as your team was proposing their definitive annual strategy. Even the smallest industry update has disrupted that plan this year, causing them to refine their strategy to accommodate even more focus areas.
In the past few years, search marketing has become far more complex than we’d imagined. The changes may vary between the realms of paid and organic, but the overall message remains. Change is inevitable. Think of it as a new beginning that allows you to update your priorities. Consider the following points:
Moz estimates that Google updates their algorithm about 500 to 600 times per year. (Source: Moz) A recent article by Search Engine Land claims Google had “1,653 launches, 9,800 live traffic experiments, 18,015 side-by-side experiments and 130,336 search quality tests” in the last year alone. (Source: Search Engine Land) If this is the case, consider how often you need to adapt your strategy to avoid getting penalized.
When Google announced that mobile surpassed desktop in search queries just a few years ago, it was the start of a new era. Now there’s more to consider, such as what browser or device people may use and so on. For retail marketers, the customer journey has grown as complex as the consumer behavior across different channels.
Voice search home assistants like Amazon Alexa and Google Home, have changed the way we interact with search, too. Now, you can speak with Alexa, Cortana, or Siri in a natural way asking questions, request everyday tasks, and more. (This has several benefits and drawbacks for brands, as we mentioned in our Search Without Screens webinar.)
As we discussed in a previous post, machine learning can make your campaigns more successful, drive better conversions, improve the consumer experience, and more. Companies like Google, Baidu, IBM, Pinterest, and more are already using this technology in ways we didn’t foresee. Yet, other smaller brands haven’t considered it as an option.
All this doesn’t even scratch the surface. It all boils down to this – how do we prepare ourselves in an environment that’s evolving?
Join us for our May 12 webinar, The Future of Search Marketing, with our CEO, Udayan Bose, and guest analyst, Collin Colburn from Forrester. We’ll discuss the current state of marketing and where it’s heading with our primary research. Avoid become irrelevant in this changing landscape.
Register for our webinar today!