Digital Marketing Automation: What Does The Future Hold? – The Buyer’s Journey 98

The future of digital marketing automation is rapidly approaching. From automation software for e-mail marketing campaigns, to CRMs, to SEO solutions, it’s clear that the potential of A.I. and machine-learning in marketing is just scratching the surface. On today’s episode, we discuss a new SEO tool that will help save agencies precious time. We also discuss new numbers on the use of digital marketing automation platforms. Finally, we introduce two new podcast segments that we can’t wait for you to hear.

Automatic Fantastic?

SEO is an important part of making sure your website can be found online. Search Engine Journal’s Kristi Kellog had a fantastic profile on BrightEdge’s latest technology product for SEO: BrightEdge AutoPilot. The tech, announced at Share19, supposedly can automate certain SEO tasks that don’t require a human touch. Those tasks include:

  • Duplicate content issues
  • Broken links
  • Mobile issues
  • Page performance
  • Infrastructure issues

Kellog reports that BrightEdge has been working on this technology for 12 years. The company reportedly studied 345 petabytes of data to perfect the tech. Kellog says that’s “57 times the size of all the photos on Instagram” and BrightEdge has crawled over 500 billion pages. That’s 71 pages per person on the entire planet.  

On average, the customers using BrightEdge Autopilot have seen:

  • 60% increase in page views per visit
  • 21% more keywords on Page 1 rankings
  • 2X increase in conversions
  • 28% improvement in ad quality score

On the podcast Len, Josh, and I talk at length about the pros and cons of a software like this. From an agency standpoint, we think this is going to save SEO managers a lot of time. Freelancers, on the other hand, might be hurt by this kind of automation software. Listen in to hear more on our thoughts.

Digital Marketing Automation Software: How Often Is It Used?

According to London Research’s “State of Marketing Automation 2019” report, 55% of companies surveyed are using marketing automation software. Marketing automation software, in this case, is talking about software like HubSpot and other CRM’s. About 21% of these companies are using this software exclusively. 34%, on the other hand, are using software in addition to an e-mail service provider.

Marketing Automation Tactics Compared Between UK and US Marketers

One of the most fascinating portions of the London Research report is the focus on barriers to improvement. According to the report, “the greatest barrier faced by companies seeking to improve their digital marketing efforts relates to the difficulty of measuring ROI.” 49% of companies surveys cited this as an issue, and smaller companies in partciularly struggled more (53%). 

As Len says, it’s easy to determine ROI if you’re following the guidelines of the Lifetime Value Ratio (LTVR). You can learn more about that by listening to our podcast episode all about the LTVR.

The Buyer’s Journey News Round-Up

Eight years after its launch, Twitch is getting a slightly new look via Bijan Stephen on The Verge:

The nuts and bolts: there is a new purple; there is a new font called Roobert, which is based on the Moog synthesizer typeface; there are around 20 new colors; and there is a new glitch. The net effect is that Twitch’s logo looks sleeker and more modern. It’s less blocky and way less 2011 than its predecessor. The new font is also accessible, says Tricia Choi, director of design systems, and there are plans to implement a high contrast feature; to that end, the company is hiring a program manager for accessibility and inclusive design, which points to its ambitions in that arena.”

The new redesign also includes new color palettes, allowing creatives to tailor the colors to their brand. And they look stellar in the stretch! “You’re already one of us” is the new campaign slogan, too, which is meant to entice gamers and on-gamers alike to the platform. 

You can learn about these changes by visiting Twitch’s blog.

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YouTube ‘Video Reach’ campaigns let advertisers upload multiple videos for single campaign via Amy Gesenhues on Search Engine Land:

“The new Video Reach campaigns make it possible for advertiser to upload three different asset types — six-second bumper ads, skippable in-stream ads and non-skippable in-stream ads — in a single campaign. Google will use its machine learning technology to determine the most efficient combination of the ads to maximize audience reach.

“’This will allow for optimized, more effective campaigns and free up your time to focus on more strategic priorities that can differentiate your business,’” writes Vishal Sharma, VP of product management at YouTube, on the Google Ads Blog.”

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Google’s new snippet settings give webmasters control over their search listings display via Barry Schwartz on Search Engine Land:

Google uses content previews, including text snippets and other media, to help people decide whether a result is relevant to their query. The type of preview shown depends on many factors, including the type of content a person is looking for and the kind of device they’re viewing it on.

“Previously, it was only possible to allow a textual snippet or to not allow one. We’re now introducing a set of methods that allow more fine-grained configuration of the preview content shown for your pages. This is done through two types of new settings: a set of robots meta tags and an HTML attribute. “

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Instagram in-stream video ads driving more purchases than Story Ads: Report via Amy Gesenhues on Marketing Land

“Of the 73% of respondents who said they were Instagram users, 31% said they had purchased a product directly after watching a video on the platform. When digging into the types of video ads that resulted in a purchase, 27% of the respondents reported they bought something directly after watching an in-feed video ad, while only 12% said they had done the same after watching a video ad within an Instagram Story.

“The survey includes a fairly small pool of Instagram users — less than 1,000 spread out across three countries — but the fact that twice as many of the survey respondents made a purchase after watching in-feed video ads versus a Story ad is notable.

“Of the 73% of survey respondents that said they use Instagram, 69% said they spend most of their time on the platform watching videos. And, the biggest majority of the Instagram users (33%) watch the most video between 8:00 pm and 10:59 pm. In other words, brands seeking more organic engagement on Instagram should be investing in more video content and sharing later in the evening when users are more likely to be scrolling through their feed.”

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Snapchat extends video ads to 3 minutes, adds new features, Goal-Based Bidding via Amy Gesenhues on Marketing Land:

“Snapchat has announced a number of updates for video advertisers, including an increase to the duration of all Snap Ads, more interactive features for its six-second non-skip Commercials and Goal-Based Bidding.

“Snap Ads can now run three-minutes long. Previously, the maximum duration for a Snap Ad was ten-seconds. Snap has significantly increased the maximum duration for all of its ads to 180-seconds. The company said that the user experience will not change (users will still be able to skip or interact with ads as they always have), but now advertisers can run longer ads on the platform.”

Tune into more of the show by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

Matt McGrorty

Videographer / Podcaster

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