If we’re not already, we’re in for a reckoning in the world of search marketing. Over the past few decades, our industry has grown and thrived on an overabundance of data.
Search marketing is a very data-driven world. Hyper-specific targeting and personalized advertising tactics are the norm and the pillars upon which strategy, budgets and team structures are built.
This bill that hits us is directly due to the excessive level of data availability that we are used to. Users are increasingly aware of what data is collected and how it is used online. They are looking for ways to protect their privacy and reduce the fatigue they may be experiencing.
A World of Excess: Is More Really Better?
If there’s one thing that’s true about modern search marketing, it’s the reliance on very deep user-level data. I’m sure we’ve all been responsible for diving headfirst down a user profile hole at one point or another.
Research everything: user preferences, interests, demographic and job details, online behaviors, and then use that information to craft campaigns that deliver hyper-targeted ads.
We’ve had unparalleled precision in our advertising tactics and tools using these data-driven methods, but has it created an overload that has had adverse effects?
Consumers are experiencing ad fatigue and are more concerned about their data and digital footprints now than ever, partly because of this hyper-targeting and partly because of some high-profile current events focused on the misuse of user data.
These factors are resulting in increased use of ad blockers and configuration controls that prevent our ads from reaching our intended audiences.
Implementing these tools reduces the inventory available for paid ad placements, which can impact reported performance metrics such as click-through rates, conversions, impressions, and reach.
Google and regulatory bodies are responding by implementing security measures of their own:
Google will do it eventually remove cookie tracking (user-level browser tracking) in favor of a privacy-proof solution. The European Union adopted the General Data Protection Regulation (GDPR) nearly six years ago in 2018. Several US states have also enacted policies similar to the GDPR over the years: the California Consumer Privacy Act (CCPA), the Virginia Consumer Data Protection Act (VCDPA), the Colorado Privacy Act (CPA). Other initiatives, such as cohorts and contextual targeting, are available on multiple platforms that may one day become the standard.
These changes reflect a larger shift toward prioritizing user privacy and data protection over tactical ad targeting and strategy.
All of which makes it sound like we are forced to adopt a change that we do not want or support, but it is not so. Industry professionals are increasingly recognizing that relying on user-level data is not sustainable.
Through user journey analysis, conversion touchpoint reporting and anecdotal evidence, it’s clear that frequent exposure to highly targeted ads based on tiny online behaviors is increasingly seen as an intrusion and less effective.
Overall, the industry is migrating towards creating a sense of authenticity, trust and meaningful connection with customers.
Why is this change important?
All that being said, change is definitely on the horizon. But what else is new for the ever-evolving industry?
These changes will pose a challenge for marketers. Trust, transparency and authenticity have had an impact on user awareness.
They are now demanding greater control over their own data, how it is shared and where it is used. Regulatory changes are also altering the landscape by limiting our access to the endless pools of data we’ve had.
Without user-level data, marketers need to take a long look at how we’ve approached strategy development and really take a more traditional, holistic approach to digital marketing.
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Embracing this change
First, we need to let go of the way many of us have been developing strategy.
I’ve seen an increase in “just follow the data” structures that rely on tactical elements and performance metrics, but lack a cohesive cross-cutting line to tie all marketing initiatives together.
We have become so dependent on having so much data that we have lost the ethos and creativity of marketing.
I’m not saying to get rid of all data-driven influences in favor of traditional elements, but we need to find a way to marry the most effective elements of each.
If it ain’t broke, don’t fix it – traditional marketing elements like developing an ethically-based creative thesis for crafting campaigns and focusing on building trust with consumers are still relevant.
Modernization is also essential. Continuing to use data-driven insights to measure success, evaluate targeting options, and optimize what works will ensure we can continue to evolve.
These two things can complement each other: starting with developing a strategic thesis that all efforts align with, and then using data-driven tools to target, optimize and measure performance is the way to go.
It’s not just about targeting the right audience with the right message at the right time; it’s about delivering value, making meaningful connections and fostering engagement.
Now the question is, how exactly can I do this?
Here are some helpful tips and next steps you and your teams can take to start embracing change and evolving your strategy:
Conduct thorough market research
To create marketing campaigns that resonate with our audiences on a deeper level, we must first understand who our audiences are, beyond the digital data points we already have.
Conduct customer interviews, dive into review sites, online forums, and comment sections, and hear directly from the people you’re trying to reach for what they need and why. Then create detailed personas and base all your targeting on them.
Analyze the user journeys of your existing customers
Understand what attracted customers and use this information:
Which touchpoints did they interact with (paid ads, reviews, website content, demos, etc.) and which were the most meaningful? What questions did your sales team ask and what did they express as their top concerns?
The answers to these questions can help you craft messaging for your ads and website, and help you understand what types of ads and media are needed at each stage of the journey.
Dig deeper: Mapping the customer journey for SEO and marketing success
Strive to maintain consistency and cohesion
A key element of traditional marketing campaigns was consistency across media.
Do you think of the famous Got Milk? campaign, for example. They used the same messages, creative themes and slogans in all media, and it became ubiquitous.
There are certainly examples of this in modern digital marketing. Still, it’s very easy for things to become fragmented and disconnected when metrics from different ad platforms start pulling in different directions.
Maintaining cohesion and consistency can help increase brand awareness and recognition, trust and overall performance.
A/B test like crazy
Think focus groups, but modernized. Try new things and see what resonates and what doesn’t.
Maintain a learning spirit and incorporate change as a regular facet of your strategy and account structures. It will give you much more agility in the future.
Striking the right balance is key
Taking the creativity and broader strategic thinking learned from traditional “old school” marketing and leveraging it together with the power of data-driven insights will allow us to create more cohesive and holistic campaigns beyond paid search or paid social ads in a symbiotic world. multidisciplinary marketing strategies.
We can future-proof ourselves and our strategies by recognizing the pros and cons of each methodology, taking what works for us and leaving what doesn’t to set the industry up for continued innovation and growth.
Search marketing is undergoing significant change, driven primarily by consumer sentiments and needs regarding data privacy. We can evolve with this change by adopting a hybrid approach, combining the best of both worlds between traditional, ethics-based marketing and modern, data-only digital marketing.
Doing so will allow us to continue to navigate an increasingly complex environment to craft strategies that deliver real value and create connections with our audiences, ensuring long-term success.
We must continue to keep an open mind, rethink old models and adopt new (sometimes old) ways of approaching marketing in this digital age.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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