With one day left in 2019, chances are you are looking ahead to 2020. 2019 brought some amazing change and capabilities in digital marketing. We continued to see the rise of paid social, due in no small part to lower cpcs in many cases. We saw the continuation of automation taking center stage across paid search accounts. We also saw the continued importance of producing smart, one of a kind content to brands of all shapes and sizes.
As the above shows, the digital landscape is constantly changing, and to stay relevant, you have to keep up and ahead of the curve. As we head into 2020, here are three things to focus on early and often:
1) Track Track Track - This seems like it goes without saying, but with such a diverse suite of paid and unpaid strategies to choose from, it’s all too easy to let proper tracking slip through the tracks. To ensure not only that your investment is working, but that you can prove to the board that it’s worth it, you need to ensure all of your campaigns are properly measured. That means at a minimum, that you are using Google Analytics on all of your web properties, cross domain tracking is turned on where applicable and that all campaigns are tagged accordingly.
2) Strategic original content across platforms - It is not enough to focus only on your website or only on Twitter. Make 2020 the year you analyze where your key audiences hang out, and ensure you are providing an overabundance of quality content on those platforms. The days of focusing only on the website or only on Facebook are over. Instead, the likelihood that people are going to find you from all different places is high. Consider Instagram, TikTok and other relevant website partnerships.
3) Paid Media diversification - Consider other forms of paid media that you haven’t yet tried. If you are running a successful Google Ad Grant campaign, explore Bing Ads for untapped potential. In the social space, if your demographic hangs out on Pinterest, consider those paid options. Additionally, LinkedIn has some amazing content options in 2020.
We look forward to all you can do to drive impact for your organization in 2020!