We know first hand how hard it can be to keep up with all the tech innovations and marketing news that impacts your business each week. So we’ve sifted through ALLL the marketing news to bring you the TOPICS that will help your business outcomes and marketing efforts move further faster.
Today we’ll be focused in an 4 article topics all based around Engineering Outcomes:
- 2017 Marketing Trends We’re Saying Adios to in 2018
- SEO phases
- Data overload
- There’s just something about your face
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Put simply: Just because it has been working for you… doesn’t mean that you should expect it will continue to work. Hubspot came out with a piece called ‘8 digital trends set to expire in 2018.’ You might be surprised to hear about some of the offenders that made the list:
- Drip campaigns
- Marketing automation
- Text-based SEO strategies
The title is slightly misleading, however, because it’s not really that the trends are dead… but the shortcuts that had shown short-term success are no longer producing results… and it means marketers have to do the hard(er) work. Quantity is losing to quality. Drip campaigns that aren’t personalized (not talking about including a name/title) are seeing low engagement. And automation is great… if it’s used for the right things.
2. The phases of SEO: The SEO Audit That Will Build Leads & Sales
All SEO is not created equal. It comes down to WHY you’re doing it. We’d probably say and maybe think that we’re doing it for more sales and leads. Search Engine Journal put out a great piece that discussed how technical SEO and Sales&Leads SEO are not the same thing. You’re probably very aware of all the Technical SEO issues (speed, title tags, links etc.) But this article was another example of what we’ve been doing is not working anymore. You’ll have to more to serve the search engines… and the users of your site. But it’s the right thing to do when you remember why you’re doing it in the first place.
That’s right. It’s data, data, data… and the deployment of technology for today’s marketer. AdAge put out that piece interviewing multiple CMOs to talk about how they’re gathering, dissecting and using data. Here’s the insight for me: be careful the pendulum swings too far one way or the other. Data is so important… but is it possible to have too much of a good thing. Too much that we are paralyzed by data overload? This was a favorite read of the week and a reminder that data doesn’t buy products, people do.
4. “Say Cheese!”: The iPhone X Uses Your Face For Marketing
On a related note, I read an article about the iPhone X which was talking about the role that facial recognition will have on marketing. It’s an example of how the technology is a stepping stone to something far deeper. Facial recognition isn’t about you unlocking your phone, it’s about your phone unlocking you. Will be used for good and bad… but how much better of a marketer would you be if you had real-time measurements of how a conversation is affecting someone. We’ve been focused on click-path analysis… now it could be enhanced with emotion-path analysis.