2023 has arrived, providing a perfect opportunity to look back and assess the most noteworthy shifts in the digital marketing landscape. A new year is often accompanied by fresh strategic insights – here are some of last year’s trends that I predict will have long-term relevance for your forward planning this coming 12 months.
Though it’s no laughing matter, the latest economic downturn is everywhere. And as many digital marketers are learning all too well, budgets are being tightened and teams trimmed down- making navigating these choppy waters quite a challenge! Fortunately, there may be some guidance amidst the storms: diving into your data for an understanding of high-performance tactics could help maximize investments now more than ever before.
It’s easy to brush off the notion of consolidating your brand keyword strategy — after all, it seems obvious. But what many marketers overlook is optimizing their campaigns for efficiency by assessing various performance segments like devices, audiences, geos and times of days/days of week. Taking these into account can help you identify top-performing combinations and better allocate resources towards them – even going so far as creating a more refined campaign structure!
• Get smarter about where to invest your marketing dollars for maximum impact
• Understand what devices, audiences, geos, times of day/days of week, and campaign types are most efficient
• Create more effective campaigns by drilling down into specific segments
To stay competitive in 2023, it is vital that businesses use automation thoughtfully and insightfully. This means providing machine learning algorithms with the necessary guardrails they need to accurately represent stakeholder objectives when setting up automated bid strategies. By leveraging AI deeper within campaign management platforms such as Google Ads, organizations can better ensure their outcomes are both effective and reliable on a consistent basis. This does not mean to have a “set it and forget it” mentality though.
Automation can be a great tool to streamline resources and save time on foundational tasks. However, strategic guidance is still needed for it to work optimally towards business objectives. To set up successful automation – think of the data that algorithms require inputs from; what controls should remain manual versus automated; and how accounts can best be structured – all depending upon the strategy’s level of complexity. Finding the right balance between autonomy & automation will help determine success with this approach. As much as you want to fight some of this automation, embracing automation can be a game-changer for your ad campaigns. Streamline and optimize processes with automated tools to make the most of each campaign, allowing you to focus on other aspects that drive your success.
Looking ahead to 2023, it’s clear that search marketing will remain an essential part of a successful digital strategy. Search engines have evolved rapidly over the years and continue to do so as new technologies become available; this enables marketers with exciting opportunities for them to connect their products or services with eager consumers who know what they want. With its inherent advantages in targeting customers directly based on expressed interests, no other medium comes close!
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