What Marketing Challenges Will You Face in the Near Future?
Over the last few years, marketing has grown exponentially from being an action to sell and promote into a multiple branch discipline.
There is so much to know now and so many possibilities according to your business: B2B marketing, AdTech, Martech and so on… It just keeps getting more and more specialised!
Every year there is a disruptive technological innovation that changes the game.
This is why, as a marketer, you need to keep up with these marketing challenges.
So what are we looking at in terms of novelties?
We are taking a sneak peek into a few of the most critical marketing problems you may be facing as soon as next year so that you and your team get a chance to get your game on.
We know this is a day-to-day job, so we would be glad to make things easier for you!
Being Awesome Is Not Enough Anymore
Google has updated tons of its algorithms this year, as it does every year, but what has changed now?
Ultimately, the most important thing to point out is that Google has reinvented itself so that you can only truly rank with SEO-rich-quality-content-pages.
Complicated? Not really, as long as you are aware of the right practices to reach a healthy ranking and know how to produce fantastic content.
Keyword stuffing doesn't work anymore; this is actually one of the many harmful practices that can get you penalised.
So get your hands on that Google challenge and get informed.
As always, SEO plays a significant role in making your pages rank with the keywords you need.
So again our advice would be: figure out your SERP SEO best practices for 2020 and keep getting updated for the following years.
Go to Google's blog to learn more about this. What do we mean when saying SEO best practices? Ask yourself:
- Do my pages have validated reviews?
- Is my meta title correct?
- Does my meta descriptions have the perfect length so that Google can actually read them?
- Are you making a how-to page? Have you read Google's most recent update on how-tos for search engines?
- Do you or your marketing team understand what a rich snippet is? Are you applying them?
Keep asking yourself the right questions and optimise your pages for a better and healthier Google rank!
Your Marketing Spending Will Have to Grow
According to recent studies made by the Media Post, by 2021, online marketing spending will reach $329 billion in the United States.
Businesses are investing way more than they used to on their marketing efforts.
This would be the perfect time to make your money count to match your spending budget with your goals!
Don't panic! To help you prepare for the future, we can tell you which goals you should be looking for:
- Increasing your engagement
- Increasing your lead generation
- Increasing your brand awareness
Don't worry; your conversions will increase as a consequence of directing your efforts to these goals.
Digital Video Advertising Just Keeps Growing
If you were thinking “this video thing will never last,” it's time to wake up and start making those videos.
If you haven't been using video, you have a lot to catch up on!
Some trends fade away, but video fever is here to stay, and it's a game-changer.
Nowadays, most consumers watch a product video before making a purchase.
Videos are an excellent tool for businesses to communicate directly with their audience to explain, teach, or promote something!
Also, when thinking about what a video can do for your content, you will be amazed!
Adding videos to your posts makes them way more engaging than regular image posts, whether it's a blog update or a social media post.
There are tons of video styles you can be making right now, including live videos, 1:1s, tutorials, slideshows, intro makers for your YouTube channel, etc.
Another vital thing to mention, when we say “make videos” it doesn't necessarily mean you have to hire a specialist and buy expensive equipment and software.
No, making a video has become very friendly over the past few months.
You can record high-quality video with your phone and edit it with an online video maker.
Time to Get Social with Other Businesses
Have you heard about domain authority or DA? It's time to get friendly with other blogs, businesses, and companies.
Why? Having an active link building strategy in your marketing plans is very lucrative for your business. Let us explain:
So, Google reads high domain authority pages first. How do you get a competent domain authority?
You seed your links on other domain authority blogs or pages who have:
- Mentioned your target keyword in their articles
- Linked to similar items on the topic
This means writing guest posts, sponsored posts with clickable assets, collaborations, broken link building and more.
Broken link building, for example, is when you look for broken links on pages and offer to replace them with a similar content you have created.
The first step in this process is outreach.
This is when you reach out to people in your niche and introduce them to your content.
Most blogs will give the option to write a guest post or pay for a sponsored one.
If you are not using a tool for your link building yet like Ahref, you can look for available blogs that allow guest posts on Google by typing: “topic + intitle:”write for us.”
Next is writing something great! Remember, these blogs will be receiving thousands of post pitches.
“Think about it like this: why on earth would a site turn down a well‐written, free piece of content that has the potential to attract visitors to their site? They wouldn't.”Ahrefs
Chatbots Will Be Making Major Saving for Retailers
Retail sales made by chatbots will double in the next three years with an estimated number of 112 billion according to a study by Juniper Networks.
You can use this in your favour with significant savings on real-life customer service representatives.
To the question, can chatbots charm customers?
The answer is yes; they can get that smart!
It's all up to you to program the right behaviours according to your marketing research, campaigns, and results, and also with a perfect input of the right questions.
Your data will help you anticipate your customers' questions, making it easier for a chatbot to help you make a sale!
Consumers will adjust to the next digital interaction changes.
So it's time to understand what chatbots can do for your business and get on with it before you are left behind!
Advertising on Smart Speakers
This is very simple: optimise your content for voice search!
Why? Because according to Search Engine Land's Blog, 20 per cent of all Google search queries go through voice search, and this number keeps growing.
We should expect searches to grow up to 50% on voice search for the next year!
How do you optimise your content for voice search?
First of all, you should have in mind that users may be looking for keywords in the search bar, but they use their natural language when voice searching.
They will literally be speaking to it.
For example, you would type “weather New York” in the search bar, but you would ask Google, Siri, Alexa, or any other smart assistant, “What's the weather looking like in New York?”
You should anticipate these questions for more intuitive searches and more specific answers.
Read Google's Micro-Moments for a deeper understanding of how to make that switch for voice search and start optimising.
Let's Wrap Up the Marketing Challenges
Marketers are facing lots of technological marketing challenges as they do every year.
This year and the following to come, we are facing more technological changes and more organised ways to engage with our audiences.
With all these crazy changes, digital marketing is on its way to becoming a technology and data science with many specialised branches.
No matter what you work on, get the full picture of what 2020 is going to look like and start gathering the right tools to get your business on board for the future!
Author Bio: Valeria Santalla is a multi-disciplinary marketer and content writer that loves to create branding assets for local business. She currently collaborates at Placeit.net, one of the largest logo maker and design template library on the internet.