Duke Tanson guest blog's for The Candidate,
bringing over 10 years' senior level eCommerce experience and
knowledge to a post all about Search Marketing and how he predicts
it will change over the next 10 years and beyond.
Search marketing, over the years, has been
inundated with buzz words, the most recent being content marketing.
These buzz words usually represent a step change in search
marketers approach to engaging with customers.
For those of us who've been in the industry for a while, we've
witnessed significant changes in strategy and best practice process
driven by a deeper understanding of our target market, changes in
consumer behaviour and technology.
As we approach Q4, one key trend I expect to be at the forefront
of search marketing is Audience Marketing, accelerated by
technological development and insights. In the midst of online
price wars, the shift to mobile and apps, increased digital
consumption by consumers, a business that has a better
understanding of its audience, use insights and technology to
facilitate engagement will win.
Audience marketing requires an understanding of who your current
and potential target audience are, their present and future needs
and their digital consumption pattern. This will undoubtedly shape
content marketing, social media, CRM, PR, paid search approach and
how technology will be used to engage with consumers during their
The Digital Levers
Audience is at the heart of any digital strategy and provides a
clear direction of which digital channel will be effective in
engaging with which customer at what stage on their digital
Content marketing will be effective if the right audience is at
the heart of the planning and execution. The right content geared
towards the right audience at the right time through the right
digital channels will receive higher engagement and sharing.
Gone are the days when effective paid search was all about
detailed keyword research and good optimisation. There are so many
bidding layers available (RLSA, mobile, age, gender, location, time
of day etc) all of which has a potential to deliver good results if
the target market is clearly defined.
Businesses, not only have a challenge of connecting with the
right audience at the right time, but have to do so very quickly
and at scale. Having the right technology becomes imperative, one
which will provide a clear competitive advantage.
Emails will no longer be sent in batch to all customers. They
would have to be delivered to the right customer at the right time
with a personalised offer/message. The right product
recommendations will be made at the right time based on a clear
understanding of the customer shopping habit, product association
Programmatic TV and Display is transforming the way display
adverting and TV are bought and sold. There is a
shift from contextual ad space purchase to addressable audience
media buying. Addressable audience opportunity isn't static so
winning the micro moments will require real time system to manage
Developing the right engagement tactics, aimed at the right
audience using the right technology will provide the competitive
advantage for businesses throughout Q4 and 2016.
Businesses who get it right will win a bigger share of
the target market's spend.