Anticipating Users’ Searches in 2019 (Not as Much Fortune-Telling As You Would Think)

Anticipating Users’ Searches in 2019 (Not as Much Fortune-Telling As You Would Think)

Posted on Thursday, December 20th, 2018 at 5:12 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]From the sheer amount of social, pop, and political events that occurred this year, a lot of new search terms have likely been entered into Google’s search bar. Everything from “Stan ‘The Man’ Lee” to “how to vote” has given digital marketers tons of insight into how everyday users search for what they want, need, or intend to do.

And because of this, it literally pays dividends in our industry to find out what users want before they actually search for it. But how to accomplish this?

Fortune-Telling? Sorcery? Nope…just good ol’ fashioned knowledge, elbow grease and constant research of the best SEO practices.

And that’s what we want to analyze today. How brands are going to use intent signals to predict what customers will be searching for in 2019. Let our catalysts at Cobalt Digital Marketing provide you with some valuable insight.

The Focus

The ebb and flow of digital marketing, as well as the frequent shifts in SEO, can make developing a successful sales funnel challenging. That’s why, after careful consideration, leaders in the digital marketing industry are going to be focusing on three specific areas in 2019 to better anticipate user search inquiries:

  1. Matching Marketing and Business Outcomes
  2. Understanding a Customer’s Overall Value
  3. Perfecting Automation and Machine Learning

By focusing on these three areas, digital marketers are primed to predict search intent in an effort to improve impressions, click-through-rates, and revenue in 2019.

About the Areas of Focus

1. Matching Marketing and Business Outcomes

This may seem like a no-brainer, but oftentimes, businesses fail to identify and focus on their business outcomes, instead opting to focus on metrics. While the latter is important, understanding business outcomes is more important as it leads to a better quality of marketing campaigns.

What does this mean? Well, let’s say that a well-known grocery store’s digital marketing campaign went stagnant because they chose to focus on loose, short-termed metrics and results. Finally, after pinpointing the desirable business outcome, the marketing department optimized its media – in this case, search – to meet business metrics that would ultimately match the business’ overall goals.

How? Through data-driven attribution. Data-driven attribution uses data pulled from your accounts to determine which ads, keywords, and campaigns had the greatest effect on your digital marketing campaign – and bottom line.

Matching marketing and business outcomes can give digital marketers a better idea of what customer intent is based on recent interactions and how their intent drives long-term growth.

2. Understanding a Customer’s Overall Value
Understanding your customer’s overall value — a.k.a. your customer’s lifetime value (CLV) — can help inform you of proper bidding and audience building techniques.

In its rawest form, CLV measures how much value a customer brings to your business across all of their interactions over time. By focusing on CLV, digital marketers begin to naturally attract better potential customers, promote healthier engagement, and increase customer retention.

In short, a predictable customer becomes a valued customer. Make sure they know your business appreciates the value that they bring to you.

3. Perfecting Automation and Machine Learning
As our technology grows to better serve us, gone are the days of connecting intent to marketing analysis. Machines can easily see and predict customer patterns, making it an effective way for digital marketers to predict consumer intent.

It would do you good to automate your creative, audience, bidding, attribution, and budgeting tools to improve your chances of success. A good automated bidding tool, coupled with data-driven attribution reflecting what search terms work, places a business in the perfect position to be successful in 2019.

Let Cobalt Digital Marketing lead you into 2019.

Are you ready to begin your new journey with a digital marketing team that knows how to turn your investment into revenue? Look no further than Cobalt Digital Marketing.

Contact us at (866) 224-5705 to initiate our proven Cobalt Formulaᵀᴹ and begin a solid start to your digital marketing campaign in 2019.
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Top Four Digital Marketing Trends to Look Forward to in 2019

Posted on Monday, December 3rd, 2018 at 9:53 pm    

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It’s that time of year when businesses around the nation (and around the world) begin looking at the effectiveness of their digital marketing campaigns and start planning appropriate strategy changes for the upcoming year.

Your catalysts at Cobalt Digital Marketing are anticipating what changes the industry has in store so that we can improve on our Cobalt Formulaᵀᴹ ahead of time to help our clients reap the biggest advantages from their digital marketing plan.

What 2019 has in store for brands around the world is just bonkers, so you’ll want to stick around and read this.

Digital Marketing Trends to Keep on Eye out for in 2019

    1. More Brands Will Utilize Virtual and Augmented Reality

Pokémon Go changed the augmented reality game — figuratively and literally speaking — when it launched a few years back. In 2019, plenty of opportunities will present themselves as AR technology continues to improve. While virtual reality has generally been associated with video games, the future for AR is actually gearing itself to be a more serviceable tool for brands looking to improve their customers’ experience.

Take, for instance, IKEA. The furniture giant has been playing around with this type of technology since 2016 when they released their Virtual Reality Kitchen. Now, the company is working on an AR application that will allow users to see how a product will look like in their home before buying it.

Nickelodeon is also throwing their hat onto the AR and VR table by adding an AR mode in their mobile app. That’s not all, however. In an effort for the brand to connect to their audience, the famed company — in collaboration with IMAX — have launched SlimeZone, a VR playground of sorts.

And that is just the tip of the iceberg. It is expected that many other brands are developing their own applications and tools to enhance the user experience through AR and VR.

    1. Voice Will Solidify Its Top Spot as a Search Marketing Tool

There are waves being made in the world of digital marketing and that’s being caused by the growing trend of voice search. In fact, voice search is getting so big that ComScore estimates that by 2020 half of all search queries will be voice-based.

And you can bet that digital marketers will be jumping at the opportunities this brings. To do so, digital marketers are going to have to roleplay a bit (alongside effectively utilizing data) to scrutinize what potential customers might say in voice search versus how they would type that same query into a search bar.

More than likely, that’ll mean written content will need to be delivered in a more conversational tone that hits the tone of a typical voice search.

Since voice search is becoming bigger by the minute, you can bet mobile optimization is too. With 80 percent of Internet users owning a smartphone and 88 percent of consumers who search for a specific type of local business on a mobile device calling or going to that business within 24 hours, it is absolutely essential that you get your website optimized for mobile NOW.

As word accuracy improves, customers’ needs will be met. For brands that embrace this technology, a happy customer is a paying customer.

    1. Better AI Hitting the Mainstream

Next year will be the year of Artificial Intelligence. Even though simple AI has been around for quite some time now, 2019’s focus will be on improving its interactions with, well, humans.

While most major brands have experimented with AI and its machine learning (ML) applications, the quality of AI has just missed the mark. Yes, chatbots and other robotic automation processes may perform adequately, but now brands are now looking to improve that experience to better serve their customers while providing increased productivity and efficiency.

It is expected that come 2019, AI-powered tech will create customer-centric marketing.

As marketers, our goal is to see how we can then use AI to analyze what exactly costumers are consuming – whether it is content marketing, customer support, or technical documents, or user-generated content. With this data, smart AI-powered applications can help your business target preferred audiences accurately.

    1. Video Content Will Seize the Day (More Like Year)

Cisco released research for forecast and trends that estimates that by 2020, 80 percent of all Internet traffic will be video — and brands are looking to capitalize on this.

So much can be done with video content from a brand’s perspective; with the ability to disseminate information at a much faster pace than a traditional blog, videos do a much better job at capturing a website visitor’s attention.

Video content can also be used for live events that your business may be hosting –  or even a behind-the-scenes look. This offers a level of transparency that will allow your customers to better relate to the brand and develop positive relationships with it.

If perfected, video content can reap a bevy of benefits. HubSpot stated that by adding a relevant video to an email, your click-through rate can increase by 200-300 percent. A video on a landing page is more likely to boost up those conversion rates by 80 percent as well.

Moving forward, brands would do well to be original and imaginative in their video marketing campaigns, creating inspiring and exciting video content that will earn customers’ trust and business.

Getting ahead of the digital marketing game is what Cobalt Digital is all about. And 2019 is looking like it won’t disappoint.

If your business closed out this year a little less than you had expected, now is the time to take a preemptive approach by enlisting the aid of Cobalt Digital Marketing to get you to higher revenue peaks in 2019.

 

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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