Future-proofing your campaigns is no longer a nice to have, but a necessity and should be an ongoing business goal. How can brands take back control of their campaigns when search engines keep updating their SERPs and, as such, altering consumer behavior?
It’s time to shake things up! With more content in search results, fewer people will visit your site. As traffic drops, engaging each visitor is more important than ever. As a result, performance marketers need to look beyond clicks, and instead shift focus to engagement metrics like bounce rate and time on site. Personalization also continues to be a priority. Content must be relevant and informative for brands to not only create a deeper connection with their targeted audience, but also improve search engine rankings and website traffic.
It’s not enough to have relevant, personalized content unless you’re showing up where your customer wants you to be. Brands need to diversify their marketing strategies across multiple channels and test new opportunities as they arise.
2024’s cookie-less world and limited data makes this kind of personalization even more of a challenge. Brands that have been on the fence, now need to lean in to technology if they expect to keep up. Leveraging AI will enable marketers to collect extensive amounts of consumer data to provide deeper audience insights; including:
- Consumers’ behaviors, like browsing history and purchasing habits
- Predict future actions
- Identify which content is resonating with audiences the most
- Optimize creative performance with real-time data
- Cross-screen targeting
How can brands get ahead of these changes to gain trust with consumers and build first-party data? How can they optimize their performance marketing strategy and drive growth?
For 18 years, the MediaPost Search and Performance Summit has kept data driven marketers ahead of the next industry curve. As digital marketing continues to transform, this spring’s edition explores why a more personalized, omni-channel strategy is imperative in today’s consumer-centric, competitive marketplace.