5 Expert Tips For Internet Marketers For 2020. Western marketers told what they will pay attention to in the coming year. We get acquainted with opinions, supplements, and comments.
Getting into a working rhythm in January is not easy for both advertising agencies and their clients. Expert advice will help you to suggest new and relevant strategies to your customers and tune in to increased efficiency.
We studied the opinions of the heads of Western marketing companies, chose the most interesting among them, and supplemented them with our own considerations. Find out what your larger colleagues plan to focus on – we hope their experience will be useful.
Tip # 1: Organics matter
Google continues to cut the number of topics available for advertising. In the past year alone, bans and restrictions have included debt management services, experimental drugs, third-party support services, political announcements, telephone inquiries, call forwarding, and call recording services. Experts expect to add to this list in 2020.
The parallel development of Google Recommendations offering content based on interests to mobile users will lead to increased investment in organic promotion. In addition to creating new content, SEO tasks should include increasing the authority and relevance of web pages for users, working with image quality, and translating articles into different languages. It is noted that the main mistake of SEO is its suspension. An organic strategy must adapt to the ever-evolving search engine algorithms.
Yandex has not yet seen a massive tightening of advertising rules, but this does not mean that we will not see it in the near future. To offer clients a consistent SEO plan for the year, create clusters of relevant semantics using Click.ru’s free service. Its tools will find suitable words in different sources, and then categorize them by topic with a given precision. Read more about this process here.
Tip # 2: Leads are not an end in themselves
The developers of the 6sense marketing platform believe they have been focusing too long on ad leads (MQL) and similar deceptive metrics. This is especially true in the B2B sector that the company is targeting.
Experts suggest not throwing all resources into attracting new traffic, but joining the efforts of the marketing and sales team to move it down the funnel. In addition, it is necessary to strengthen relationships with current customers, which also contribute to the growth of the business.
Marketers are increasingly replacing the funnel model with a “wheel” with consumers at the center:
Here, all activities are aimed at consistently attracting, engaging, and satisfying user requests in an endless cycle. Buyers are not the bottom line, but the catalyst for subsequent conversions. Loyal customers become free brand promoters, supporting it offline and online.
To learn how to go from measuring raw leads to evaluating the quality of their processing, read this article.
Tip # 3: Refine the user’s portrait
Emphasizing the importance of a personalized approach to advertising, Designed To Network marketers have named 2020 the Year of the User Portrait. Platforms open up more opportunities for accurate targeting. For example, detailed demographic data, and seasonal events in search from Google Ads, short-term interests of Yandex. Direct for YAN, or 1,000 new external my target segments.
The marketing strategy should be largely determined not by what you sell, but by who you offer it to. From channel selection and settings to advertising message and lead processing stages, each parameter depends on the habits and behavior of the potential client. Find out how to compose an accurate portrait of a future buyer and apply it in practice.
Tip # 4: More Lives
Much of Gen Z and its predecessors prefer experiences over material goods. Keep this in mind when planning your branding campaigns. What TV used to handle is being replaced by live streaming on social media.
This format allows consumers to receive exclusive content first hand, and the company gives the opportunity to dialogue with the audience in their natural habitat. Live events help customers to feel closer to the brand and share its values. In 2020, they should be more confident in the strategies of many B2C brands.
Crissy Conner of The Visibility Queen and Mary Pendleton of Mary Pendleton Social also talk about the need to communicate with users using social platforms. In their opinion, this year is a year of dialogue with a client, during which it is important to respond to every comment left under your post.
Tip # 5: Email is still valid
Email is a channel that is relevant even to the youngest members of your target audience. Anthony Chiulli illustrates its development with a series of mergers and acquisitions in the market of mailing services, analytics, and optimization.
No other format beats email in terms of personalization and proximity to the user. Newsletters successfully fill in the blank spots on the customer journey that do not involve interactions with ads and the company websites. To improve their efficiency, there are services that automate not only sending messages but also optimizing conversions based on subscriber behavior.
Also, keep in mind that email is not the only way to put your proposal in the user’s inbox. Google Ads has a separate placement for contextual ads in the Gmail mail service. They have a native look of unseen messages, they are easy to move between folders and forward to friends. Read how to set up ads in Gmail here.
Advertisers can expect new placements from 2020, sociodemographic and behavioral targeting, changes in platform requirements, and a reduction in manual settings. Whatever the upcoming changes, it’s fair to say that the year will be marked by ad personalization and marketing strategies will be built around the user.
Therefore, clarify the customer profile for all your products, as well as update the semantics and audience of impressions using Click.Gcc-marketing.com. Agencies should now connect their customers’ accounts to the service in order to receive an affiliate commission from their advertising expenses all year round. Happy New Year!