Heavily Dependent on Search & Cookies? Time to Pivot!

[vc_row][vc_column][vc_column_text css=”.vc_custom_1583766979817{margin-bottom: 0px !important;}”]The handwriting’s on the wall for search marketing and the use of cookies.

It’s over. 

Let’s start with bot fraud. 

Online advertising professionals may be shocked to read recent research from Californian fraud management provider Pixalate, which claimed that up to 30% of all ad traffic is falsified. 

In stark contrast to previously reported estimates of ad fraud, this would imply that true ad impressions are significantly lower than commonly believed. If so, this means that many companies are potentially spending their marketing budgets on adverts which have no effect on sales, as they are never seen by real customers.” NewsBTC

That explains why so many advertisers have quit PPC. It’s tough to meet kpi’s, when as much as 30% of your ad spend is fake traffic.

But that’s not the biggest problem. Voice assistants signal the beginning of the end for traditional search marketing.

Gartner says that by 2020, 50% of all searches will come from personal voice assistants.

Amazon claims they are not going to accept advertising on Alexa. “About 30% of U.S. households own a smart speaker, with Amazon leading the pack. Amazon’s Echo boasts surprisingly human-like skills, such as reading bedtime stories, ordering pizza, and settling board- game disputes. According to Nielsen, 68% of users even admit to chatting with their voice assistant for fun.” Inc 2019

This disruption in search marketing is already aiming directly at you. If you haven’t felt it yet…it’s coming.

RetailDive Says, “A recent study found that 57% of people that owned a virtual assistant device used it to buy a product, with the majority using the devices to buy products they had never purchased before. With nearly 20 million smart speakers in the USA alone, AI is transforming consumer behavior as we know it. People can now order their weekly shop or order their entire Christmas shopping list without even lifting a finger, and brands will need to adapt their retail marketing strategies to incorporate this shift.

In 16 developed and developing countries, 38% are willing to shop using voice assistants. This brings a whole new meaning to omnichannel,

A Juniper Research report predicts that by 2023 there will be 8 billion devices with voice assistants in them, up from 2.5 billion at the end of 2018, and that a massive $80 billion voice commerce market will grow out of this trend.

Voice technology and natural language processing create an emotional connection that makes us more vulnerable to persuasion” Small Business Trends

The Next issue is In-Market targeting. 

With in-market audiences providing a way for marketers and businesses to more accurately gauge intent, the dominance of keyword targeting could soon come to an end” Media Post Dec 2018

Some experts believe this collision will mean the end of the keyword as early as 2019, including Aaron Levy of Elite SEM, “I believe next year will the beginning of the end for keywords as a primary search lever.” Media Post Dec 2018

But that’s not all.

Have you seen this article, “Report: Google’s Latest Plan to ‘Disrupt’ Digital Advertising

That’s right now you even have to deal with Google restricting your right to use cookies. Whoa 

It’s time to pivot. 

You need to know what Google and Facebook know.

That’s WHO TO TARGET. 

When you know who you’re targeting, you make the rules.

Either the platform has rules that suit your bottom line or you just use another platform.

Take Back Control Of Your Ad Spend. 

You’re now platform agnostic.

You drive the bus, Not the other way around.

You set the price you’re willing to pay to convert a customer, Not the other way around.

You can market any way you see fit. 

You’re no longer renting data from search engines or other platforms. You already own it.

The most important data for your business is, WHO is your most likely buyer. 

When you know that, the rest is just testing which delivery method and message works best for both you and your customer.

Book a brainstorming strategy session with our success team and find out the many ways how your company can benefit from ConsumerTelligence insight![/vc_column_text][/vc_column][/vc_row]

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