For marketers, shifting technologies and consumer behaviors add much uncertainty as we head into 2022. Below are three industry trends that could make or break marketers, depending on how they choose to act.
The shift in SEO. SEO in 2022 is going to show the growing demand for brand teams to follow Google’s understanding of intent. Thanks to improved natural language processing and knowledge graph API, a company can better connect phrases to the intent behind them. Add Google’s personalization layer and search is getting even more personal, recognizing that audience centricity, and SEO can no longer be one size fits all.
There will be more investments in machine learning, along with running tests to see how search results get altered based on the intent of the user, such as exploring psychographic profiling on your customer base to better understand their focus and motivation drivers. Search is no longer just about words, but also context.
Knowing how Google perceives your company, as well as what led to that conclusion, is vital -- as is looking closely at what competitors and detractors are saying about your industry.
Forget followers; look at influence. There will beless reliance on follower counts and more focus on influence. It’s not who you know, it’s what you know to better engage and connect customers to brands.
Technology has only provided businesses with siloed views on who to engage with based on demographics and followership base. What matters is understanding...
Read Full Story: https://www.mediapost.com/publications/article/369882/2022-digital-marketing-trends-to-follow-or-get.html
Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.
