Digital Marketing Insider (120): 2-12-24

Marketing is slowly coming full circle.

Back in the ‘mad men’ days - it was all about compelling campaigns, messaging, really resonating with an audience.

In the late 2000’s it shifted to ‘keyword stuffing’ and writing content for search engines.

In the 2010’s we maintained writing content for search engines, but also got access to more niche, micro-targeting with paid ads, particularly social.

And in the 2020’s? Things are changing:

• “Keyword” content is deprioritized for valuable content

• Reaching only a niche audience is almost impossible

• Targeting is getting broader, and more obscure

• ‘Media buying’ is commoditized

• and on and on.

And it brings us back to an interesting place in (marketing) time, where the value we bring matters most again.

In an age of AI content and imagery, algorithms doing our targeting, and endless opportunities to showcase our content - the alignment of messaging and audience are paramount.

Within the next few years, expect to see a significant rise in the criticality of creative in all of it’s formats.

Also expect to start writing for your users, answering their questions vs matching their searches.

SGE will prioritize valuable ‘answer’ content. (shameless webinar plug here)

Users will interact with meaningful/resonating creative.

Gimmicks won’t work here.

Just marketing.

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