05/10: Digital Marketing News

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Ross Arkley, Jamie Edwardson

This week Ross explores the rise in audio marketing and Jamie discusses the impact of decreasing click through rates from SERPs.

Audio Marketing and Podcasting

With 2019 fast approaching, industry leaders are predicting that audio marketing will be one of the most effective tools of the future. The biggest advantage for audio marketing? It’s the most convenient.  Consumers can be doing several other tasks, while still being targeted and engaged with - written and video content needs to be focused on to get the full experience.

Devices like Amazon’s Echo and Google’s Home are growing in popularity and appearing in homes across the world. Google has claimed that 72% of households that own a smart speaker use it at least once in their daily routine; it may be to check the weather, get the latest news update or listen to their favourite podcasts.

Brands as big as BBC, Lego and Uber are starting to take notice and use tools like Alexa Skills and podcasting to propel their marketing.  However, smaller brands have been utilising podcasting for years and the podcast audience keeps growing, with on average about 60 million listeners (expected to double within the next 3 years). Studies have shown that podcast listeners are more likely to consider a purchase if it’s advertised via the format. Larger companies (Sephora, Slack, A24) have even started their own podcasts as a unique way to promote their products and give their users a fun experience.

There are reports that the US audio marketing expenditure will be over $20 billion by the year 2020. This is a massive number that Dog and other marketing agencies will definitely be taking note of for future endeavours.

Ross Arkley, Content Executive

 

On SERP SEO Is The Future

I recently had the pleasure of witnessing Rand Fishkin, former CEO of Moz and founder of SparkToro, deliver his keynote speech at this year’s BrightonSEO conference. Rand’s talk raised the question, ‘what does the future hold for SEO now that the number of clicks carried out within the SERPS has started to decrease year on year?’

He shared data that he compiled via Jumpshot which highlighted the number of SERP clicks from mobile is now down 27% from 2015.

 

I know what you’re thinking, this is scary news to hear if, like myself, you work in the world of SEO.

So what does this mean? At a glance it would suggest that more and more people are getting the information that they require from a search query from within the SERPS and therefore no longer need to click through to a website to find out more. The data below confirms that this is in fact true; the continual slope increase on mobile is outstanding, showing that Google is having simultaneous success earning more paid clicks on mobile as well as solving more mobile queries without a click. The sad truth is that SEOs are the only ones losing out on smartphone SERP success.

This data shows us that the future of SEO will focus on satisfying searchers/customers without earning a click, or even knowing that a search has taken place. It will, without a doubt, be an extremely frustrating time for SEOs worldwide, however it seems that the sooner we invest in ‘On-the-SERP-SEO’ the quicker there will be immense dividends to earn.

This was just one of my key takeaways from my trip to BrightonSEO. Make sure you check back next week to read more about what the Dog Pack learned and our thoughts of the event as a whole.

Jamie Edwardson, Search Marketing Executive