Countless articles, presentations, books, and videos have been trying to explain how to achieve digital marketing ROI since the very first day, but the topic still remains as one of the biggest problems even in 2019.
Brands spend significant budgets to bring more people to their websites but in most of the cases, the commercial results do not reach satisfactory levels.
Could it be because they don’t give priority to the “right” traffic rather than “more” traffic?
Many marketers agree that every person is unique, and they will give the best response to the marketing messages that overlap with their perspective the most.
However, when it comes to practice, this mentality is ignored. Almost all of the digital marketing campaigns are designed to convey a small number of messages to a large number of people.
If you treat each person differently than they really are, they will naturally not be interested in your marketing message.
Unfortunately, the web environment is noisier than ever, and it is getting incredibly hard to get the attention of people by standard marketing messages.
If you can group people with similar characteristics into segments, you can differentiate your marketing message and bring tailored solutions to each segment.
This is the only way to get the people’s attention in 2019.
How Can You Get the Attention of Users in 2020 Who See Hundreds of Other Messages Every Day?
Today’s consumers see hundreds of marketing messages on an average day and recall almost none of them.
According to an article published on the American Marketing Association (AMA) website, an average consumer sees 10,000 marketing messages (including product labels) per day.
A study conducted by Microsoft states that consumers are ex-posed to 600 messages per day.
An article on New York Times states that a person living in a city sees up to 5,000 ad messages per day, based on a research. About half of the people think that marketing and advertising today is out of control.
An article on The Guardian states that in an entire day, we are likely to see 3,500 marketing messages. In an experiment, in 90 minutes, a person saw 250 adverts from more than 100 brands in 70 different formats. The number recalled without prompting was only 1.
Every day, users post 95 million photos on Instagram, post 500 million tweets on Twitter, upload more than 700.000 hours of video on YouTube, send 281 billion emails.
Actually, the human brain is loaded with 34 gb. of information per day.
It is no surprise that people are overwhelmed by these messages and they are trying to find a solution.
The number of marketing messages people receive has increased so much that people are not reading anymore. They are glancing over content until they see something that they are really interested in.
For this reason, the marketing message you give must exactly match the perspective of the recipient to gain his/her attention.
How Can You Charm the Users in a Few Seconds?
A person checks his/her mobile phone an average of 47 times a day. This number increases to 86 times for young people. 9 out of 10 people check their mobile phones within an hour after they wake up in the morning
In these micro moments, they are usually glancing over content. They are not interested in messages that do not match their perspective.
In a study conducted by Microsoft with 2,000 participants, it is stated that the attention span declined to only 8 seconds.
Facebook says they have seen that people spend on average 1.7 seconds with any given piece of content on mobile.
You can’t achieve this by communicating general messages with large audiences. It will not be enough to get their attention. You have to segment your target audience and provide tailored messages to each segment.
You Should Give the Right Message, to the Right Person, at the Right Time
So, How Can You Implement “Divide and Conquer” Method?
Read here in detail: Divide and Conquer Method: Same Budget, Significantly More Results in 2020
2020 SEO Strategies for Success
Every day more than 6 billion searches are performed on Google.
This excites the website owners. They want to be on top of the Google search results and attract visitors to their websites.
This creates significant competition. The number of indexed pages on Google was only 26 million in 1998. This number exceeded 1 trillion in 2008 and reached 130 trillion in 2016
As Everyone Tries to Persuade Google in 2020, Google Trusts Websites Less Day by Day
Once, websites could appear on top of the Google search results only by doing a few things on their webpages.
This is no longer possible.
5 Steps of Success in SEO Projects in 2020
1. Research, Strategy & Keyword Selection
Brands often think about this stage as a waste of time and assume that no actual work is being carried out in this period.
They think that their websites deserve to be on top of the search results with every keyword they want, so they do not understand the need to formulate the right strategy.
However, this stage is really important. Without this stage, you may spend significant money, time and energy but you may not achieve success.
2. On-Site SEO
30 – 40 points out of 100
On-site SEO is absolutely necessary, but it is no longer adequate in 2019. Even if you achieve excellent SEO compliance on your website, you get only 30 to 40 points out of 100 from Google.
This will not be enough to bring your site on the first page of the search results with generic keywords that require at least 80 points out of 100.
3. Technical SEO
20 – 30 points out of 100
Google has recently begun to pay more attention to the effective functioning of infrastructure and usability of websites.
This makes it necessary for the software developers to be involved in SEO projects.
For example, if your website is slow, this will have a negative effect on SEO and software developers need to work on the codes to speed up the website.
Today, this topic provides you 20 to 30 points out of 100.
4. Link Building
40 points out of 100
With on-site and technical SEO, you are telling Google that your website is relevant to the searched keyword and it is a useful website with an efficient infrastructure.
This is necessary, but it is not adequate.
In order to convince Google, you also have to show how popular your site is.
The links your website gets from other sites, your domain name being mentioned on other sites, the popularity of your brand on the web and on the social media bring you 40 points out of 100.
5. Performance on Search Engine Results Page (SERP)
This stage is very important in order to turn your efforts into actual results.
Don’t think like “So what, people will obviously click on my website when it appears on top of the search results.”.
Google knows the click-through rate of every rank on the search results page. When Google brings your website to a certain rank, will your website be clicked more or less than the average click-through rate of that rank?
Let’s say it is clicked more. Will the visitors stay on your website or bounce back to the search results page immediately?
This is important.
If you have a lower click-through rate than the average or if the visitors clicking your website bounce back to search results and click on another site, your website will be dropped from the search results very quickly and all the effort you have made will be wasted.
SO, WHAT SHOULD YOU DO TO RANK ON TOP OF GOOGLE SEARCH RESULTS IN 2020?
Read here in detail: 2020 SEO Strategies for Success
Research, Strategy & Keyword Selection
On-Site SEO
Technical SEO
Building Links to Your Website & Increasing Your Popularity on the Web
Local SEO, Achieving Success in Featured Snippet Structure, Voice Search
Performance on Google Search Results Page
SEO Project Success Path
Read here in detail: 2020 SEO Strategies for Success
2020 Digital Ads Strategies
The Focus in 2020 Will Be On Getting The Attention of People Who See Hundreds of Marketing Messages Every Day
Let’s look at today’s world from the perspective of today’s customers:
Today’s consumers see hundreds of marketing messages on an average day and recall almost none of them.
The human brain is loaded with 34 gb. of information per day.
Young people checks their mobile phone an average of 86 times a day. In these micro moments, they are usually glancing over content. They are not interested in messages that do not match their perspective.
In a study conducted by Microsoft with 2,000 participants, it is stated that the attention span declined to only 8 seconds.
Facebook says they have seen that people spend on average 1.7 seconds with any given piece of content on mobile.
People Do Not Want to See Ads and They Do Not Trust Ads
People are overwhelmed by the high number of messages and try to block them. The number of ad blocker software users exceeded 600 million.
Banner click rates usually are below 0.1%
Many mobile ad clicks are accidental.
The proportion of users who often click on a mobile ad intentionally is 8%.
People do not trust ads, they trust people like themselves. Nielsen Global Trust in Advertising Survey indicated that 92% of people trust recommendations from people they know and 70% of people trust consumer opinions posted online, whereas trust in text ads on mobile phones is only 29%.
According to a research on HubSpot, 73% of the participants stated that they dislike pop-up ads and 70% stated that they dislike mobile ads.
The rate of those who stated that online ads are more disturbing than 2-3 years ago reached 91% and the rate of those who stated that they would ban all the mobile ads if they could, reached 83%
So, How Can You Get Their Attention and Achieve Success?
Read here in detail: 2020 Digital Ads Strategies
Maximizing the Conversion of Digital Ad Campaigns Using Divide and Conquer Method
Google Ads in 2020
Facebook, Instagram & Messenger Ads in 2020
Some Ideas You May Use in Your Ads Campaigns
Read here in detail: 2020 Digital Ads Strategies
2020 Social Media Strategies
Social Media Is Still Charming in 2020
The number of social media users was 373 million people in 2007. This figure exceeded 1 billion in 2012 and reached almost 3 billion in 2018. Facebook alone has 2.1 billion members.
95 million photos are uploaded to Instagram every day and those photos receive 4.2 billion likes. Today, more pictures are taken every two minutes than were taken throughout the 1800s.
500 million tweets are posted on Twitter every day.
As their target audiences continue to use social media, brands are motivated to use these platforms. They try to achieve commercial results by communicating with their target audience every day.
However, they are still not sure about what to do to achieve conversion.
Achieving High ROI and Formulating Strategies Against Declining Organic Reach Will Be Key in 2020
On one hand, brands post entertaining content, thinking that this is the structure of social media, on the other hand, they complain about not getting enough commercial results (ROI).
According to the “State of Social Marketing” report conducted with 2,738 social media professionals in 111 countries in 2017, 58.7% of agencies and brands stated the biggest challenge in social media as conversion measurement.
33.6% of the participants stated the biggest challenge as linking social media to commercial results and the other answers remained below 30%
Brands will try to formulate strategies against declining organic reach.
A study by Social@Ogilvy revelaed that average organic reach of content published on Brand Facebook Pages decreased from 12.05% to 6.15% in only 5 months (Oct. 2013 – Feb. 2014)!
This decline in organic reach and engagement we experienced with Facebook, now hits Instagram.
Especially since the beginning of June 2019, Instagram posts have significantly lower organic reach and the hashtags seem to have lower importance.
So, How Can You Get Their Attention and Achieve Success?
Read here in detail: 2020 Social Media Strategies
Facebook Success Strategies
Instagram Success Strategies
Twitter Success Strategies
YouTube Success Strategies
LinkedIn Success Strategies
Read here in detail: 2020 Social Media Strategies
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I explain digital marketing strategies in detail in Digital Marketing Strategies Book.
Selected as “Best Digital Marketing Books of All Time” get more information here: http://korayodabasi.com/digital-marketing-book/
See it on online bookstores: http://korayodabasi.com/#buy-the-book
