Whether it’s changes
in algorithms, innovations in technology, or cultural trends that are gathering
swarms of online attention, there is always something new to keep on top of in
the digital marketing sector. Because of the ever-changing face of digital
marketing, there are always new trailblazers and trend setters to watch out
for.
AI first began to
influence the world of marketing in 2019 and, according to the Smart
Insights report, content marketing was thought to be the single marketing
activity to make the biggest impact. Throughout the year, consumers were swayed
by experiences rather than traditional ads, and we continued in the shift away
from television advertising towards a completely digital world based on big
data.
With all of this
in mind, we consulted Google’s own data dig into their marketing resource ‘Think with Google’. They uncovered
the most-read articles of 2019 on this go-to marketing resource platform.
Here’s what marketing experts were most interested in over the past year.
by Sean O’Keefe
“How does Google
approach SEO?” is the golden question in marketing. Every digital marketer
wants an answer to this almighty query. It’s no wonder that this topic was the
most read and hotly discussed in 2019. With a constantly changing, mysterious
algorithm, it is essential that digital marketers stay up to date with this
topic. Sean O’Keefe leads the way and gives us all an insight into the world of
Google.
by Sandy Saputo
Beauty products
have dominated the marketing world over the past year and Rihanna’s Fenty range
lead the way with the slogan “Beauty for All”. The concept of a truly inclusive
brand shook up the way digital marketers approach the beauty industry. Merging
marketing with celebrity culture and progressive positivity, there’s no wonder
that this piece brought hooked in so many readers.
by Travis Chambers
Everyone enjoys a
viral video. Especially one that rakes in thousands of pounds! In this think
piece, Travis Chambers explains the marketing beauty of telling a story and
monetising it — something that we could all learn from! Clearly, in 2019 video
marketing still reigned, and storytelling was key to any brand’s success.
by Sadie Thoma
If we needed any
further evidence that video marketing was king in 2019, Sadie Thoma brings it.
The fact that this piece was among the highest in terms of engagement proves
that many digital marketing agencies focussed on telling their brand’s story
through video.
by Megan Haller
Again, storytelling
is at the centre of this piece, shedding light on what we were most focussed on
in 2019. Quick fixes and short marketing campaigns clearly didn’t capture
people’s attention in 2019. Instead, we wanted to know the full story. For this
article, Haller made reference to the Nemeziz soccer shoe launch by Adidas and
how their marketing team utilised YouTube’s video ad sequencing tool to guide
the viewers through an advertorial journey.
These marketing
trailblazers have set the bar high, and their insights are sure to inform big
brands over the coming year. It’s safe to say that many agencies will want to
get hold of these expert’s business cards as they plan their strategies for the
upcoming years. With big predictions for 2020 in place, including ‘snackable
video content’, inclusive marketing, and experience personalisation, it’s time
to step into the new decade with a creative
mindset and an ambitious digital marketing plan.
Article
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