Since the early days of digital marketing, we’ve been hearing the mantra “content is king.” In many ways that statement is as true today as it was 15 years ago. Relevant, authoritative, original content remains an essential ingredient for user engagement and search engine success.
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The new year provides an outstanding opportunity to review your marketing goals, reflect on the process you’ve made over the past year, and revise your strategy as needed.
Search engine optimization (SEO) is nothing new. Businesses have been vying for visibility practically since the Internet began. Yet, the quest for higher rankings has hardly remained static. On the contrary, the SEO landscape changes all the time, driven by variables such as changing consumer preferences, evolutions in technology, and modifications to the search algorithms themselves.
Over the past couple of years, one of the big stories in digital marketing has been the slow demise of third-party cookies. Most major tech companies, including Google, have been gradually phasing out their reliance on third-party data collection, in response to growing concerns about individual privacy.
We’re preparing to enter another major election cycle, and by this point it probably goes without saying that things are going to be tense. Contentious political issues will dominate the conversation throughout 2024, and that includes the conversation surrounding digital marketing.
When ChatGPT was launched in November 2022, it immediately became the biggest story in tech. The generative AI technology quickly revealed its power to enhance countless day-to-day personal and professional activities, demonstrating utility across a wide range of industries. Needless to say, one of these industries was digital marketing.
As we’re all undoubtedly aware, 2024 is a major presidential election year. As such, it promises no shortage of friction, legally, politically, and culturally. But beyond the historic implications of the election itself, there are also a number of important considerations with regard to technology. In particular, 2024 could be a watershed year for policies regarding transparency and generative AI use within political advertising.
At the risk of stating the obvious, TV isn’t what it used to be. The way we consume video entertainment has changed considerably over the past two decades, largely thanks to the advent of connected TV (CTV). Not only has CTV transformed viewership, but it’s also had a seismic impact on the advertising industry.
Over the past year or two, we’ve all seen headline after headline about the rise of artificial intelligence (AI) and machine learning. It seems as though AI has disrupted every facet of our lives, with the popular ChatGPT application serving as just one example. So what does AI mean for your digital advertising strategy? In short, what it means is that programmatic ad buys are more advanced and more effective than ever before. We’d say they belong in virtually any media mix.
Every business owner wants their website to rank high atop the Google Search Engine Results Page (SERP), commanding plenty of attention among targeted search engine users. But of course, search rankings never happen in a vacuum. Even as you try to optimize your online visibility, you have countless competitors who are doing the very same thing. So, as you seek higher rankings, it’s critical to pay attention to what those competitors are doing, ensuring your own SEO efforts retain an advantage.
