Digital marketing is the opposite of traditional marketing, leveraging technology that didn’t exist traditionally to reach audiences in new ways. This type of marketing encompasses all marketing efforts that live online.Businesses leverage digital channels, such as search engines, social media, email, and websites to connect with current and prospective customers.
Fundamental Shifts That Are Shaping Search & Digital Marketing
1. The Traditional Customer Journey Is Changing in Many Industry Sectors of the Economy
They historically relied heavily on tradeshows and field-to-field meetings.Now they are investing in online content for their websites to replace what customers would have gotten from offline events.They are creating content and mechanisms for one-on-one online interactions so their account teams can connect with customers.For example, practically overnight retail consumer questions about takeout menus, seating charts, and COVID policies have changed what customers are looking for.Global companies are struggling to understand how they should adapt to a new normal and modify their content for different regions to address regional lockdowns and re-openings.
2. Narrowcast Marketing Fails in Times of Dynamic Change
Marketers that are looking at a narrow range of metrics are failing to capture important Business Intelligence (BI) to understand the full extent of market shifts to inform search strategy.Analytics that look at a narrow range of metrics fail to grasp the extent of market shifts I have seen in search.Typically, SEO platforms look only narrowly at trends.That’s not enough to really see the scale and breadth of what is happening in search.It’s essential to process massive amounts of data to see the full scope of changes happening across the whole search landscape.
3. What’s Past Is Not a Prologue
We’ve seen a significant shift away from over-reliance on historical trends during COVID.There’s a greater and more critical role today for real-time data in the search and content space.It’s critical to detect how markets and customer intent is changing massively and quickly.
4. Big Trends Can Hide Important Things
Valuable insights – particularly in markets that have been hit hard by Covid-19, are found at a very granular level.Marketers need to look at a granular level, find where the opportunities are, even in a market like travel that has been depressed.
Marketers need to go both broad and go deep at the same time.
As marketers, we have to process vast amounts of data and get better at looking at it at a granular level to reveal insights and patterns that are actionable.
5. Marketers Need to Seize Q4 Opportunity & Try New Approaches to Understand User Intent
It’s still a little unclear if major retailers are sitting out Black Friday altogether, but smaller stores will likely be shifting everything online to generate sales.
With fewer Black Friday customers, self-isolating shoppers will be keenly focused on Cyber Monday deals.The more marketers build up their knowledge and understanding of macro trends that affect their industry and combine this with search intelligence, the better they will understand different types of intent – not just in the holiday season but in the year ahead.