Bob’s Weekly Reading Picks
2019.11.17 volume 45
- The Content Distribution Playbook – Whiteboard Friday
- Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor
- O2O Strategies for Holiday Success
- Black Friday: The Ultimate Ecommerce Guide
- The future of entertainment
- Internet shopping frenzies: One for the money
- BrandZ Top US Brands 2020
- Email marketing
- In-app notifications
- Social channels
- On-site banner
- Sales outreach
Social media / other channels
- Social channels and groups
- LinkedIn video
- Slack communities
- Instagram / Facebook stories
- Reddit communities
- Quora ads
- Influencer marketing
- Google/Facebook ads
Related Reading: 10 Digital Marketing Channels You Should Know
The Big Picture:
- Organic search traffic has plateaued. Soon to decline.
- The future of search marketing is nudging behavior through zero-click queries, not just earning traffic.
- Brand, content, & product investments all must shift. Marketers can’t do it alone, but we can help organizations make smart, strategic decisions about the future.
- Content (on our own sites or others) can claim valuable, answer-focused SERP real estate.
- Ads can nudge awareness & behavior
- Brand campaigns can influence related searches & PAA boxes
- Claiming and suggesting changes to the knowledge panel can positively influence brand perception.
- Rep Management SEO can help control branded SERPs.
- Content marketing & editorial content submissions can nudge zero-click searchers to your brand.
RM: What trends do you see emerging in the O2O space moving into 2020? AB: A true data-driven consumer experience. In-store cart abandonment is proving to be very popular right now and further leveraging geolocation data with engaging content is now at a stage where we will see a commercial impact. We aren’t worlds away from merchants like Coles building AR into their next “Little Shop” collectibles campaign, and brands that are spending would surely appreciate in-store content-led engagement in addition to static advertisements that may or may not relate to sales.
Alibaba sold $38.4bn of merchandise this Singles’ Day.