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sifat
Feb 16, 2022
In Strategy Theory Discussion
Well...this post is going to be a little different than in previous years, isn't it? I guess that's true of most things in 2020, so it's no longer surprising. Usually, when December rolls around, we wax poetic about the joy of Thanksgiving, which carries into the merriment and wonder of the holiday season, culminating with Christmas and New Year's Eve. Then we write our annual marketing predictions post and all is right in the world. We're still going to do all of the above. And we sincerely wish you still find the joy and merriment of years past throughout the 2020 holiday season, all the while staying safe and healthy. In case you're new to the WSI blog, every year, we publish a set of predictions for what lies ahead from a digital perspective. This dates back to 2014 (see past predictions for 2015, 2016, 2017, 2018, 2019, and 2020), and allows us a theoretical platform to analyze and predict the future of marketing and - if we’re correct - get a jump on our competition. Here’s the grading legend we created for the original post way back in 2014: Oracle (+2) – when we’re so right it’s like we channeled that nice lady from The Matrix Oracle In-Training (+1) – we didn’t quite see the whole picture, but hey, we still saw the future Clear As Mud (0) – we weren’t right, but we weren’t wrong, either Just A Bit Outside (-1) – we tried to paint the corner of the plate, but the ump didn’t give us the call Swing And A Miss (-2) – like a batter who expects fastball and gets a curve, we weren’t close As usual, before we dive into the predictions for Philippines Photo Editor 2021, let’s take a peek at how we did in 2020. Fair warning, this may or may not be a rough set of predictions since it was made in December 2019, before we knew what 2020 truly had in store for us: #1: Zero-Click Searches Are Going to Continue to Take Over Grade: +1 There is no doubt in my mind that the number of “Zero Click” searches increased again in 2020, though the data to prove as much is harder to come by than last year. Anecdotally, three fairly large sites that I work on all received ~20% less organic traffic year-over-year through 11 months of 2020 vs 2019. This is enough for us to take a point. While in most cases the data is extremely important to us giving ourselves a win, it's definitely clear Google is trying to keep users on its pages. Check out our post here to read about some featured snippet changes from early 2020 and this post for why you should care about on-SERP SEO. Over on the Moz blog, they actually excluded the blog's content from featured snippets, just to test whether a true #1 ranking was actually better than an answer box or other featured snippet. It wasn't, but the fact they even considered and then acted on something like this tells you what they believe Google is trying to accomplish. #2: It’s Time to Consider Other Communication Channels (Besides Email) As Key Conversion Points Grade: +2 While we're not in any way happy about it, this one is a big win, and it was partially aided by the pandemic. It's no secret COVID-19 has pushed retail to the brink as more and more brands move sales online. Obviously, human customer service touchpoints, through email and phone lines, played a huge role in this, but so did chatbots. Here are some stats to back up our two-point claim: 85% of customer interaction will be handled without human agents by 2021 Experts predict 90% of customer interaction in banks will be automated by 2022 55% of people who use chatbots would expect them to provide instant responses and answers to simple questions #3: Software Vendors Will Focus on Customer Data Compliance Grade: +1 See #2 for reasons that this definitely did happen, though we're not over the moon as to why. The pandemic not only pushed more people into buying online, but it also sent the vast majority of those working in a digital industry home. Posts like this one indicate the improvement of data compliance is happening now, all over the world, in real-time. #4: Influencer Marketing Will Continue to Soar Grade: +1 When searching for stats in support of this one, I found this here: "...influencer marketing is the fastest-growing online customer-acquisition method." There are many other nuggets in that article that suggest influencer marketing remains a hot tactic in 2020 and will only continue to grow, such as nearly 70% of major brands indicating they will spend more on influencer marketing going forward. I also think it's a big win (and certainly something I've been looking forward to) that SparkToro finally launched its main product offerings in 2020. A paid service to help you "discover the publications and people that influence any group of people online" is surely a sign that influencer marketing has arrived and is here to stay. #5: Alternate Search Engines (NOT Bing or Yahoo) Will Come Out of the Woodwork Grade: -1 As much as I think this one should come true, especially with Google up to no good, I don't think this chart indicates that we were right: GoogleMarketShare So we'll take the L and move on! Final Score: +4 Well, we once again came up a point or two short of the previous year's score, and we were three off our all-time record from 2018's batch of predictions. But given the extremely volatile year, we all had in 2020, we'll take these results and move on to bigger and better things in 2021, thank you very much!
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sifat
Feb 16, 2022
In Market (Mis)Behavior
December is always so bittersweet, what with the holidays and the realization that another year has come and gone. This year, we’re all forging ahead into the next decade (sounds weird to call it the ‘20s!) and I for one, am excited for what is around the corner. I hope you and yours have a wonderful start to 2020. One of the annual traditions we have around here is our yearly predictions for what’s to come on the marketing front. This tradition dates back to 2014 (see past predictions for 2015, 2016, 2017, 2018, and 2019) and it’s a chance for us to analyze past trends, anticipate the future of our crazy industry and - if we’re on point - prepare accordingly. Sometimes we’re way off and other times, we hit the nail right on the head. Here’s the grading scheme we created for the original post in 2014: Oracle (+2) – when we’re so right it’s like we channeled that nice lady from The Matrix Oracle In-Training (+1) – we didn’t quite see the whole picture, but hey, we still saw the future Clear As Mud (0) – we weren’t right, but we weren’t wrong, either Just A Bit Outside (-1) – we tried to paint the corner of the plate, but the ump didn’t give us the call Swing And A Miss (-2) – like a batter who expects fastball and gets a curve, we weren’t close Before we jump into the predictions for 2020, let’s take a look at how we did in 2019: #1: Google Searches Resulting in "Zero Clicks" Will Increase (Again) Grade: +2 We start off with an easy win. There is no doubt the number of “Zero Click” searches will rise again in 2020, just as it has in each of the last three years. In case you need a refresher, a “Zero Click” search is one that results in zero websites receiving a visit via a clickthrough on the SERP. Rand wrote a great data-backed post over on his SparkToro blog, but here’s all you need to know: Google-search-CTR-2016-2019 Make no mistake, this is not fun news for digital marketers. What it means is that companies and marketers need to address what’s clearly happening - Google becoming more of a competitor to all of us - rather than hoping it goes away. As you’ll see later in the post, the idea of “Zero Click” searches will once again be a theme in 2020. #2: On-SERP SEO Becomes a Term and a Tactic Grade: +1 It’s a bit of a challenge to find clear data on this one, but there is enough circumstantial evidence to suggest we were on the right track with the prediction and deserve partial marks. After all, one of the ways to combat the issue of Google actively lowering the number of referrals the SERPs send is to do better on-SERP SEO. Also consider these findings from a 2019 Google ranking factors report, also conducted by Rand and the SparkToro team: trends-impacting-seo-2019 The #1 and #3 trends are an even stronger indication that brands and marketers maybe should have been worrying about on-SERP SEO in 2019. #3: Game-Changing Influencer Marketing Tools Make a Big Splash Grade: 0 This one is murky enough for us to take a 0, but we weren’t wrong. Post like this one and this second post do suggest the appetite for influencer marketing tools is growing. The main issue with our prediction is we were eagerly anticipating SparkToro’s launch in 2019 and that didn’t happen. Here’s to the big launch happening in 2020! #4: Marketers Realize the Importance of Optimizing Content for Voice Search Grade: +1 In 2019, we wrote a post about how voice search will change the digital marketing landscape. Is that enough evidence for us to take a win? Given that one of Google’s major algorithm updates in 2019 - BERT, which we also wrote about - was mainly focused on NLP and voice search, we think so. #5: Video Content Grows in Popularity (Again) Grade: +2 We certainly had conviction in last year’s predictions, because we also blogged about video marketing in 2019. If that isn’t enough, consider these two stats: According to HubSpot, 81% of businesses used video as a marketing tool in 2019, which was up from 63% over the last year A Cisco study found that by 2022, online videos will make up more than 82% of all consumer internet traffic - 15 times higher than it was in 2017 Seems like enough for the full two points! Final Score: +6 You know what this means! While we fell one point short of 2018’s record-setting batch of predictions, we achieved enough success in 2019 to keep this rolling for another year. Forward and onward. Now, let’s take a look at this year’s predictions for what’s to come in 2020: #1: Zero-Click Searches Are Going to Continue to Take Over If you saw this repeat prediction coming, you’ve been paying attention. Unfortunately for marketers, ad and organic clicks are steadily on the decline and we’re going to keep a close eye on this one over the course of the next year. Over the next 12 months, we’re expecting Photo Editing Services marketers to focus on optimizing their web content on Google’s own properties (YouTube, Maps, Images, Knowledge Panels, etc) in an attempt to offset any negative impact to their traffic. #2: It’s Time to Consider Other Communication Channels (Besides Email) As Key Conversion Points We’re not saying email is going extinct though! So don’t take this prediction to mean that you can stop cleaning and optimizing your lists. Rather, the communication avenues have become so much more diverse in recent years that marketers and companies will need to leverage alternative channels in order to keep a competitive edge. We’re expecting to see a lot more brands connect and engage with customers through solutions like chatbots, Whatsapp, and Instagram. Let’s see how this helps companies make meaningful relationships and drive engagement with their audiences. #3: Software Vendors Will Focus on Customer Data Compliance With the increasing international demand for stronger personal data protection and well-known regulations like GDPR and CCPA, marketing software vendors will focus on compliance as a primary service. Marketing teams, IT departments, as well as customers, will rely heavily on their tech vendors to adapt to the changing regulatory landscape. Subsequently, those vendors who don’t tout compliance as a prime service, will no doubt lose market share.
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