20201019 ML Brief
23 expert predictions: Here’s what successful marketers will do in 2020
Paid Search
Want better leads on LinkedIn? Focus on your content
You’re going to be working hand-in-hand with your sales team this year, tracking that lead at every stage and attributing all the way down.
— AJ Wilcox
SEO
Focus on the impact of the user, not Google
Google’s getting way more qualitative and it’s important to consider where Google’s going with things and the overall picture when approaching a core update.
— Mordy Oberstein
What you need to know about mobile engagement
We need to understand that mobile email is simply an adaptation of what we’ve been doing all along, but in a compact form that requires channel and platform-specific thinking.
— Len Shneyder
Local SEO
A wishlist of improvements for Google My Business
I’d love to be able to visualize the data by month or by week instead of daily. It can be very difficult to analyze the graphs when the option is always set by default to show daily.
— Joy Hawkins
Analytics
Machine learning will free up time to be more strategic with accounts
We’ve got to be smarter about layering on the assets we have available in campaigns in order to really reach the right customer based on what we know about them.
— Brooke Osmundson
Paid Search
Make 2020 the year for e-commerce to improve the mobile experience
Look at 2020 as the year to go through your website and figure out if this is the experience we want customers to have, especially on a mobile device.
— Duane Brown
Paid Search
4 things Shopping Ads managers need to prepare for
Get your international product shipping attributes figured out because you can get advertising on Google Shopping in another country in an astonishingly short time frame.
— Kirk Williams
SEO
Focus on E-A-T to avoid performance problems
It’s really important to think about E-A-T as part of your SEO strategy. You have to be telling search engines and users why you should be trusted.
— Lily Ray
SEO
SEOs must focus on intent research practices
Some of the current practices around curated research are going to become slowly obsolete, and you’ll need to switch to intent research as a practice.
— Frédéric Dubut
Martech
You need to master data privacy, security and consumer trust to succeed
By adopting sound practices into everyday marketing efforts, you will make it easier for you and the organization to respond if a security event occurs in 2020.
— Kristina Podnar
SEM
The consumer decision journey set to drive paid search
You’re going to be hearing us talk about the consumer decision journey. It really is where the future of marketing is going because of personalization.
— Christi Olson
Analytics
New challenges ahead for attribution with the rise of intelligent tracking prevention
Intelligent tracking prevention is going to impact the way that we can handle attribution and the way that we think about just the ability to measure across Safari.
— Simon Poulton
SEO
Make it easy for search engines to rank your website
For 2020, focus on your input and let the search engines focus on the output.
— Fili Wiess
Martech
6 critical martech elements to manage the customer journey
Make 2020 the year you refine and quell the chaos created by point solutions that have outlived their utility inside of your organization.
— Jim Yu
Martech Sales
Build a smarter path to revenue and customer generation
To break through the noise, we need to move to an integrated revenue engine, governed and powered by a single set of data, processes and systems.
— Scott Vaughan
Video
The next battle in streaming wars: Addressable TV
Marketers have an opportunity to be early adopters of addressable TV and take advantage of its enormous reach and penetration across all age groups.
— Laura Collins
Social
5 things every social media manager should be doing
In the new year, we’ll see brands who are wildly successful at digital overall, start to address the bigger consumer experience and extend digital success to the offline world.
— Ashley Cooksley
Local Search
Businesses need to think differently about customer feedback data
If you aren’t tracking where [feedback] is being left, you’re missing a huge opportunity in being able to understand what customers think about your business.
— Adam Dorfman
Paid Search
Automation layering is driving PPC so get onboard
I think the way we as PPC practitioners can really earn our keep is to start with automation layering.
— Fred Vallaeys
Martech
How agile adoption will change the way we work as an industry
In 2020, the people actually doing the work will become more empowered to use their creativity and experiment to learn how best to meet marketing objectives.
— Stacey Ackerman
SEM
2020 will be the year to get our data right
If we can get good data into the search engines to have their smart tools do what they’re really good at, that’s how we’re going to grow into the future.
— Aaron Levy
Local Search
How verticalization and zero-click will impact local search
It will be interesting to see how Google balances the priority of verticalization against the growing popularity of Google Maps as the first choice among searchers.
— Damian Rollison
Your ability to adapt and learn is essential to your success in 2020
As you evolve your strategies for 2020, remember this: If you don’t know why you’re doing it, how can you figure out how to do it?
— Ryan Phelan
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