Communicating relevant and meaningful site content to your audience is about way more than the keywords you target.

Yes, you heard me. SEO is not all about keywords and spending every waking hour tracking the algorithm changes until you’re blue in the face and more confused than when you started. Google has always been clear about its stance on providing meaningful content. So, instead of scrutinizing the technology behind the search, marketers really need to start directing their efforts towards prioritizing the content above the technology. It’s about providing communication between your brand and your audience’s needs and this is where priorities should lie in 2020 (and should have always lied in the previous years). Articles that are written and then copy checked for SEO second are fundamentally incorrect from their beginning sentences. If you write a blog, an article, a white paper or any form of content without your audience’s search intent…

Find out what video marketing trends you need to be aware of for 2020 in order to better shape your digital marketing strategy and deliver results.

Social media, the rise of Stories and the way in which people consume media have all contributed to making video more important than ever before, meaning it pays to be aware of the video marketing trends for 2020. In fact, 83% of marketers believe that video is becoming increasingly important, which signals the start of more brands using them as part of their digital marketing strategies. It is estimated that people will spend more daily minutes watching video over the next few years than ever before, resulting in more advertisers investing in online video ads in order to drive engagement. While this is…

It's time to explore five key email marketing trends set to shape your strategy in 2020, from mobile optimization and simplified content, to AI and email's continued position as one of the most trusted communication channels available to marketers

It’s time to start looking ahead to what 2020 may bring with our annual series of blogs dedicated to the biggest marketing trends for the year ahead. Outside the world of marketing, things are increasingly unpredictable. Rewind back to 2010 and you’d be hard-pressed to find anybody capable of predicting the decade that was about to unfold. Luckily for us, however, marketing trends - and digital trends, in particular - are slightly more predictable. With the amount of data we have at our fingertips, it’s now easier to know which tools, tactics and technologies are working and which are becoming less effective. For this blog, we’re joined by a selection of the world's leading email…

Stay on top of the latest advancements in paid search by taking a look at the big PPC trends for 2020 that are set to take the digital marketing industry by storm.

As the world of Pay-Per-Click (PPC) becomes increasingly competitive, it has never been more important to ensure you are spending your budget efficiently and maximizing your Return On Investment (ROI). But with new PPC strategies and opportunities emerging all the time, which ones should you pay attention to? Take a look at what we at Smart Insights and industry experts believe are the top PPC trends to pay attention to, as we cut through the noise and give our top five trends you definitely need to add to your PPC strategy for 2020. [si_guide_block id="79626" title="Download our Free Resource – 10 costly Google Ads mistakes" description="The guide covers mistakes that many people make when using paid search advertising, for example, Google…

Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available - there is almost too much choice… In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use. For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering Digital marketing trends for 2020. Now we’re nearly at 2020, we can see the huge impact that digital marketing has had. Looking at advertising alone, these eMarketer predictions show how the duopoly of …

Take a look at five social commerce trends for 2020 that could help improve your social commerce strategy for the year ahead

Social media continues to offer opportunities for brands to connect with consumers in new and interesting ways, across a wide variety of platforms. The number of people online, on mobile and on social has increased year-on-year. According to the Global Digital Report 2019: The number of internet users worldwide in 2019 is 4.4 billion, up 9.1% year-on-year. The number of social media users worldwide in 2019 is 3.5 billion, up 9% year-on-year. The number of mobile phone users in 2019 is 5.1 billion, up 2% year-on-year. It’s also worth noting that whilst the major platforms (Facebook, Instagram, Twitter) still dominate, there has been a rise in alternative platforms. As …

Chart of the week: 64% of B2B organizations have a formal marketing plan, but what do they need to keep in mind for 2020?

Understanding where B2B industries are going with their marketing can help you identify trends, discover the next big thing and keep ahead of the competition. This is especially important as we get ready to head into 2020, as marketing trends are set to change for the new year, which will likely affect your upcoming strategies. We’ve taken a look at the latest B2B Marketing Mix Report from Sagefrog Marketing Group to see what the state of B2B marketing currently is. We’ve highlighted what we believe are some of the key findings that could help you see more success from your marketing in 2020. [si_blog_banner_cta]

Most organizations have a plan

When it comes to B2B organizations, 64% say they have a formal marketing plan, helping to shape and…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgements and doubtless arguing with colleagues about which digital technology innovations are most relevant to your organization. In this article, we compare different examples of Gartner's well-established Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. You'll see we have updated the post for different years, so you can see how technology trends have changed as techniques like content marketing and personalization have moved along the Hype Cycle. [si_guide_block id="84595" title="Download Free resource –Integrated marketing megatrends" description="Learn about the 10 megatrends that have already helped leading companies future-proof their strategies by ensuring all aspects of marketing are integrated."/]

The latest digital marketing Hype Cycle

In August 2019 Gartner published their latest digital marketing and advertising Hype Cycle including their…

Digital detox strategies are being employed by individuals to step away from the screen and focus on improving their mental and real-life social wellbeing

The social landscape is currently in flux. Platforms are seeing immense shifts in the way people engage with their services. For example, while Facebook sees rapid decreases in users, Instagram is experiencing a seemingly unstoppable upward trend. Volatility in the social media market is nothing new. You only have to look at past case studies such as the demise of platforms like MySpace and Bebo to see how constantly changing user needs and expectations are sculpting the digital environment. [si_guide_block id="143548" title="Access our Quick Win – How to increase your Instagram followers" description="Learn how you can use Instagram's unique content options to grow your following and become a leading voice in your industry."/] This constant change means that — as in past…

The great idea behind each app, the end result and why they failed

With well over two million apps in the duopolistic Apple and Google app stores - there are far more stories about app failures than app successes. The colossal flops are the really important stories because they can teach us about what not to do when designing, building, launching and marketing a new app. Here are a few of the biggest flops in the mobile app industry, which can serve as examples of what not to do.

1. Everpix - 55,000 active users but no sales or marketing strategy

The truth is, app stores are oversaturated with similar apps while the most successful apps are unique and have a strong value proposition. If you build an app that offers similar features to hundreds of competitors, you'll likely have immense trouble winning over users. So, keep in mind that this one principle can…