Advertising in the digital marketplace used to be pretty cut and dry. Do this, don’t do that and—poof!—success. Those were the early years of internet development before everyone and their grandmother was tweeting across multiple platforms. As the years ticked by, the internet grew and changed, and so did the way people needed to approach it. Gone are the days of throwing up a site and stuffing a few keywords in so the search engines could pick it up. It is necessary now to be much more fluent in the language of technology to make a profit.
Here are some recent changes which may influence a marketing strategy.
Meta news keyword tags no longer supported
These meta tags gave publishers a lot of freedom because they didn’t have to try to cram keywords into their headlines and their copy. All they had to do was specify a collection of terms which applied to their article, and it was picked up by the search engines.
These keywords didn’t even have to appear anywhere in their copy. That has been the format since 2012, and most reporters for search engine sources picked up on it quickly. All of this is no longer relevant. Search engine tech giants have quietly pulled support for these meta news keyword tags without so much as a posted comment. You can still use them, but they won’t help the rankings one bit.
Sync keywords and ad labels for less headache
The tedious and monotonous task of labeling ads and keywords can drive just about anyone to drink themselves into an absolute stupor. In the past, this was a tiresome chore which you had to do manually, and nobody wanted to do it. Now it is possible to sync keywords and ad labels for a time-saving task that virtually completes itself. You can copy names in an ad group to keywords or the other way around. It does not work for video or universal ad campaigns, but that is just a small portion of digital advertising. There is a free code available online to help get this done.
Cross-channel performance making a splash in digital advertising
People are no longer just surfing the web. Advertisers have realized that it is necessary to reach consumers across multiple platforms, hence cross-channel performance in advertising. Savvy marketers are using smart SEO and content framework which allows optimization across various channels. Technology which stacks smart content framework in promotion is at the top of the SERPs (search engine results pages). Businesses can roll the dice and go with old-school advertising, but it won’t pay off.
Offline attribution drives aggregate dollars
Online-to-offline matching and attribution capabilities are showing superior returns. Small businesses have not had access to the online-to-offline visitation analytics in recent years, so the real return on investment has been a shot in the dark.
Inevitably, offline attribution capabilities are becoming more accessible to small businesses, and you should not ignore them. According to early initiatives measuring the impact of offline exposure, small businesses could see more than a 100-percent return. These kinds of results mean that small businesses will soon pick up offline attribution capabilities. The possibilities are endless.
Location-based data directed at brick-and-mortar entities
Businesses with physical locations are always looking to beef up their presence, and now they may have help.
Location information is commonly tracked for mobile devices, even if they have location services disabled. Business owners now benefit from adapting to the sometimes-questionable practices of major search engines. Stay with me here. When a customer conducts an online “near me” search, adapted businesses are more likely to appear in the queried results, even if they were not the direct target. Search engines are relying more on nearby entities to track locations instead of using latitude and longitude. As much as it raises eyebrows to know that mobile data is tracked even without permission, knowledge of these practices benefits brick and mortar entities.
The consumer landscape is shifting. No longer can a company just rely on brand loyalty and a few keywords to compete in the modern industry. Location-based data, offline attributions, and cross-channel performance is just a small portion of the advertising industry in the digital marketplace. Adapting the advertising strategy and understanding the market trends is the only way to compete in the evolving digital topography.