Consumer journeys and behaviours are rapidly changing – as is the technology available to the average consumer. So if you’ve budgeted for the same strategies and techniques that worked 12 months ago, you’re in for a rude shock.
You’ve missed some massive opportunities in your digital marketing plan.
But if you haven’t yet locked in your FY’20 marketing budget, it’s not too late. We’ve got 3 theories that are very likely to become prominent pieces of the Australian digital landscape over the next 12 months.
If your game plan has always been to rank for particular keywords and let an old-school SERP listing drive a strong CTR, you could be shooting yourself in the foot.
Voice and visual present rather different threats to typical meta-tag-based SERP listings, so it’s worth breaking them down individually.
iProspect’s firsthand study into voice search patterns and usage revealed some intriguing insights into the Australian market. 57% of Australians have used voice to make a search query, but that number plateaued slightly in 2018. It’s widely considered that voice is at a crossroads where it will either continue to dominate search behaviour, or be left in the scrapheap of technology that wasn’t adopted.
But with Google Home and Amazon Alexa becoming more sought-after additions to the home, it’s more likely voice search will continue its rise. And that means reconsidering how to rank.
Read more on how optimising for voice differs from text-based queries.
Google has massively increased the amount of images it shows on SERPs since just February this year. It’s even beginning to trial ditching the old-fashioned “related search” offering at the bottom of page one, replacing it with an image-based extension of a related search query.
seoClarity has pinpointed that around a third of all keywords will return an image in the top 10 results. That means that supplying unique, relevant imagery that fulfills user intent could be the key to having your brand noticed.
Data began its life in reporting. It moved a little closer to the present day with analysis and easy-to-use reporting tools. And in the last few years, we’ve had the knowledge and tools at our disposal to achieve real-time monitoring.
But in this coming financial year, it’s time for data to become forward-thinking.
The key to this trend is in unifying your stack. Relying on a single carrier for your reporting methods, your bidding and creative production, and your CRM can deliver a more complete and up-to-the-minute view of your data and performance.
Both Adobe and Google have fully-integrated solutions to data collection, management and implementation.
Imagine you’re a business without a fully-unified system such as GA360. You can segment web usage data, send those segments to search, or use them to find lookalikes. That’s the limit of your “predictive” analytics.
But if you’re capable of integrating your CRM, you’ll open up a world of opportunities:
It’s impossible to list all the opportunities a data suite such as this can offer, so if you’re keen to learn more, ask one of our Data and Analytics experts how predictive analytics can help your business.
iProspect’s Chief Product Officer Mark Byrne spoke about this in detail at our first Decoded event when he raised How Brands Win in the Digital Economy. But from this insightful presentation, we can pull 3 major opportunities for businesses to leverage in their FY’20 planning.
Owning a real purpose is the easiest (and most obvious) step in building brand trust. Take Patagonia as an example, who live by a very simple philosophy:
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
It’s a nice sentiment, but here’s how they live those values:
In efforts to both build brand trust and limit the amount of waste the world creates, Patagonia launched their Don’t Buy This Jacket campaign. The promise to the consumer is simple – that there are steps both the business and the reader can take to stem the amount of waste produced. To drive their commitment, they even discourage the purchase of their own product.
It’s classic advertising copywriting, but an effective move in the modern age.
The more tangible and personal consumers find your products and services, the more effectively you’ll build brand trust. This could be as simple as personalising your website to each unique visitor – as Very did in the UK.
Image courtesy of foundr.
Or the convenience of Amazon’s Dash buttons – a simple gadget you can place around the home, that will immediately reorder common products off Amazon when you run low. For example, a Tide button placed on your washing machine can help ensure you never run out of detergent.
Image courtesy of PCMag.
It’s worth mentioning the Amazon Dash was essentially discontinued when Alexa (and other smarter options) made buying these buttons redundant. But that does show yet another example of how home assistants are going to infiltrate our homes.
And to prove just how intertwined these FY’20 trends are looking, the levels of personalisation that Very achieved wouldn’t have been possible without predictive analytics.
In his chat about how he grew from start-up to a $95-million acquisition in 12 months, Neds GM of CX and Engagement Christian Bowman told a fascinating anecdote about Australia Post.
To summarise, they managed consumer expectations and drove a significantly higher success rate of passport applicants. They didn’t change their service, but they made consumers aware of the experience they could expect.
That means if your website poses any threats to reliability (payment gateways, load speeds, difficult UX), you’re in line to damage your reliability, and in turn, your brand trust.
It’s all about aligning your business goals to the trends emerging in the modern digital age. That’s where our Digital Strategy experts can help. By understanding your targets and objectives, we can help find the strategy that fits the current digital climate.
For a chat about what direction your business should take, chat to a member of our Strategy team today.