Brighton SEO, one of the leading digital marketing conferences, always delivers fresh insights. This year was no different, with a wealth of knowledge for marketers aiming to stay ahead in the fast-evolving digital landscape. Here are the top 10 key insights from this year’s event:
1. Don’t Overlook Gen Z’s Search Habits
Gone are the days when Google was the only search tool. Gen Z increasingly turns to platforms like TikTok and Instagram for quick, visual information. In fact, 70% of Gen Z use TikTok as their main search engine, and over 40% research new restaurants on TikTok or Instagram. As marketers, it’s crucial to adapt our strategies to meet Gen Z where they are, creating visually engaging and easily digestible content.
2. Cultivate Audience Curiosity
In today’s information-saturated world, holding audience attention is harder than ever. The solution? Nurture curiosity. Create content that not only captures interest but also encourages further exploration, keeping users engaged on your site longer.
3. Google’s Shift Towards Peer-Led Platforms
Google is increasingly incorporating peer-led answers from platforms like Reddit and Medium into search results. This means that optimising for Google is no longer enough—we need to consider how brands are perceived and discussed on platforms such as Reddit.
4. AI: Your New Marketing Assistant
AI is here to support, not replace, marketers. AI tools can help streamline repetitive tasks, analyse data more efficiently, and provide deeper insights into your audience. Whether it’s assisting with content creation or predictive analytics, AI enhances capabilities while keeping the human touch in strategy and creativity intact.
5. The Rise of Mixed Media Modelling
Consumers now interact with brands across multiple platforms and devices simultaneously. Mixed media modelling is becoming essential for marketers looking to understand the full impact of their efforts. This approach integrates data from various marketing channels, offering a holistic view of customer behaviour and campaign performance.
Brighton SEO, 2024
6. Meta’s Advantage+ Shopping Campaigns: A Game-Changer
Meta’s Advantage+ Shopping Campaigns use AI and machine learning to optimise ad performance by automating audience targeting, placements, and budget allocation. This tool allows advertisers to reach new, relevant audiences while nurturing existing ones. Case studies, such as Boots’ Christmas campaign, showed a 7% increase in return on ad spend (ROAS) and a 10% reduction in cost per acquisition (CPA).
7. Paid Social: The Full Customer Journey
Paid social media is more critical than ever, as customers research brands on social platforms before making a purchase. With 52% of online brand discovery happening on social, brands need a full-funnel strategy to guide potential customers from awareness through to conversion. Engaging customers at every stage of the funnel is key to long-term success.
8. Beyond Clicks: Building Customer Relationships
Clicks are just the beginning. The real focus should be on building lasting customer relationships. To achieve this, ads need to solve problems and add value. Trust is essential—ensure your ad messaging is honest and impactful, avoid clickbait, and use customer testimonials to build credibility.
9. Personalisation is Crucial
Personalised ads that speak directly to customers’ needs can significantly boost engagement and conversion rates. Whether targeting customers who have recently moved or started a new business, delivering relevant and timely ads helps build a deeper connection with your audience.
10. Align Your Ad Copy with Search Intent
Tailoring ad copy to specific search intent is crucial for relevancy and conversion. Instead of generic headlines like "Buy Shoes Online," target runners with “Shop Affordable Running Shoes for Marathon Training.” Specificity increases the chances of converting clicks into loyal customers.
By applying these insights, marketers can future-proof their strategies and create meaningful, long-lasting relationships with their audiences. Brighton SEO 2024 has once again proven that staying agile, adaptive, and customer-centric is the key to thriving in digital marketing.
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