June 29, 2018

Brand Promises, the Customer Journey, and More

This week, our marketing team is keeping up with the trends so that you don’t have to. From SEO to why your brand promise needs to be evaluated in the wake of European legislation, they’re on top of the digital marketing industry’s changes, challenges, and breakthroughs. 


1. Voice Marketing Tactics: There’s Only 100k Searches a Month Up for Grabs Anyway
“This look back at predictions from 2013 for 2018 is pretty wild, and more than a little thought-provoking. While some of the predictions are spot on, some were a little off or have a little way to go. But, I think the biggest thing is it really challenges the way we think about voice search and its ability to completely disrupt the digital marketplace.”
-Leslie Radcliff, Search Marketing Specialist

2. It’s Time for the Brand Promise to Evolve. Again.
“While we’re not facing the same GDPR legislation as Europe, we still have to accommodate the segments we work with who are affected. That said, personalization vs. privacy is going to be big on everyone’s mind — and it should be. This is a pretty common-sense article about how empathy can help us to approach personalization and marry it with our brand’s promise to provide a product or service while reinforcing trust and reliability when it comes to personal data and how it’s used.”
-Nick Watkins, Social Media Specialist

3. What Do SEOs Do When Google Removes Organic Search Traffic?
“Google has begun moving to a more aggressive approach when answering consumer quesitons. Instead of pointing them in the direction of the answer, Google often just answers the question outright. This can infringe on organic search results because it takes away the click, why visit a site for the answer to my question if I can see the answer in a dropdown? Eventually, optimization for multiple platforms isn’t going to be a choice for some companies, it’ll be a necessity.”
-Jordan Daly, Content Architect

4. You’re Marketing Sucks—A B2B Poem
“While it’s very tongue-in-cheek, Brian Macreadie does make a compelling argument about what does and does not get your email marketing campaigns noticed. Writing great headlines and body copy is one of the best ways to be heard above the noise when 30 other people are writing about your same topic. The most recent example I could use would be GDPR, how many emails did we get attempting to “explain” the legislation and how many did we click on?”
-Leslie Radcliff, Search Marketing Specialist

5. How Many Marketers Truly Understand the Customer Journey 
“Customer journey is one of the biggest considerations when we create a marketing strategy with clients. Understanding that journey is the starting point of creating a plan that will ultimately be successful. It’s an iterative process and one that we revisit often as an agency.”
-Amber Herndon, Director of Marketing