What's happening to the marketing universe in 2024?
Shifts in digital advertising, changes to tracking and attribution, the dominance of zero-click platforms, the end of cheap money, and the loss of competitive advantages.
It's been a rough year for the field, especially in previously-resilient sectors like tech, entertainment, e-commerce, and B2B.
In this presentation, Rand Fishkin of SparkToro walks through what's changed, why, and what marketers can do to stay competitive and beat the odds.
Top 4 takeaways from this session
Watch the full video below for all the good stuff, but here are a few highlights:
Explore zero-click marketing. Close to two-thirds of all searches end without a click. And platforms are increasingly working to keep users on the platform itself. How will your marketing strategy and channel attribution need to adapt?
Dark traffic is changing the way we do things—quickly. Unattributable traffic and visibility from places like Slack channels and social media browsing makes it challenging to build cases for resourcing. With the decline in trackability, what we often call “vanity metrics” are the KPIs you can track to demonstrate your progress.
Email marketing is still holding strong. (And all the email marketers rejoice!) In all seriousness, email remains as an effective way to communicate with your target audience, and serving high-quality, engaging content via email is no-brainer.
No two companies should have the same marketing mix. Rand discusses that hard-to-measure channels are usually the least competitive, most affordable, most effective way to reach customers. And it’s our job to educate leadership about how and why this works.
Watch the full webinar
About Rand:
Rand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.
