Optimizing for Voice and Homepage Personalization

Here’s our latest roundup of digital marketing tips.

Content marketing: A brief history of content marketing, Back to the Future edition

Uberflip has created an excellent infographic that charts the history of content marketing with the help of our old friend Doc Brown. It covers everything from cave paintings to the e-book.

Client takeaway: Edmund Burke said that “Those who don’t know history are destined to repeat it.” Knowing and understanding the history of marketing ideas and their subsequent implementation is key to creating great content.

Suggested implementation: Notice how the infographic places emphasis on personalized experiences. Find ways to create these experiences for your clients.

Digital marketing: The ABCs of digital marketing

The language of digital marketing is more than just buzzwords. Language and terminology also help us create a common method for creating quality content. Our updated glossary and guide gives you the key terms for digital marketing, straight from the experts.

Client takeaway: Terms like “gestalt” and “user fatigue” might be unfamiliar, but they’re vital to creating great CX and UX.

Suggested implementation: Learn the language, live by it, and learn ways to improve your marketing mojo in each category.

SEO: Alexa, say what?! Voice-enabled speaker usage to grow nearly 130% this year

Big news in voice-enabled tech: 35.6 million Americans will use a device like Alexa at least once a month this year. That means more voice searches and a need to optimize for voice.

Client takeaway: Voice assistant usage could grow 23.1% in 2017, and the heaviest users will be between the ages of 25 and 34.

Suggested implementation: Search engines will start optimizing for voice, so tweak your copy and content to keep up. Encourage your editorial departments to write how people speak.

Strategy: The homepage is dead: A story of website personalization

Sure, homepage personalization is the name of the game when it comes to e-commerce, but what about elsewhere? Moz decided to experiment, and found that personalized homepages created an increase in engagement and conversions.

Client takeaway: Personalized homepages are tentatively showing a 1.5 percent increase in engagement, with a 113 percent conversion to solutions pages.

Suggested implementation: Examine each of your clients and discover if creating personalized options is right for them. B2B clients might offer plenty of potential thanks to their segmentation.

Trends: Global digital ad sales will top TV in 2017, Magna forecast predicts

Ad experts Magna predict that digital-based ad sales will become the number one media category next year. They’re expected to pull in $202 billion worldwide. This development will mark the first time digital supplants TV.

Client takeaway: By 2021, Magna expects digital ad sales to represent 50% of the market for a total of $299 billion. Digital advertising is on its way to becoming a primary mode of attracting customer eyeballs.

Suggested implementation: Circle the wagons and examine the performance of your advertising, seeing if digital advertising might provide better ROI.