Rand Fishkin, founder of SparkToro, talks about what he thinks are the most important trends currently happening on the internet and what marketers should be focusing on in 2019. He discusses the rising trend of search engines and social networks keeping people on their own platforms, as well as the role of influencer marketing, email marketing and the opportunities for marketers in this rapidly changing world.
(00:20) You’ve talked recently about some of the things that are currently happening on the web that you think are worth taking note of and are going to impact the way we do digital marketing. What do you think are the key issues?
(02:22) At one point, you could post on your Facebook page and expect to see some organic reach. Nowadays, however, organic reach is very low. This means that everyone has now turned to paid social posts, which is pushing up the price. This, combined with the fact that these social platforms are doing everything they can to keep people on their own sites, means that marketers’ social media efforts aren’t going very far. What are your thoughts on this phenomenon?
(03:34) Where should digital marketers be focusing their efforts in 2019? After all, people still want to buy from brands!
(06:14) You’ve shared some data from the US and Europe that shows that the number of searches that don’t result in a click are increasing. What are the kinds of tactics that search marketers can employ to combat that?
(09:25) We had a talk at the International Search Summit yesterday where one of our speakers, Izzi Smith, mentioned that search marketers shouldn’t focus on featured snippets with simple answers. Instead, it’s better to focus your efforts on things that can’t be answered in just a few words, to encourage clicks to get further information. What are your thoughts on this?
(11:07) Influencer marketing is a big buzz word at the moment. What is influencer marketing? What should brands do if they want to try influencer marketing?
(13:54) What about brands’ own websites? What is best practice for websites now?
(16:59) Email marketing seems to have gone out of fashion for people to talk about in the last few years. However, it’s perhaps more important than ever. What are your thoughts on email marketing?
(17:48) In your experience, are people still open to giving their email addresses? People are generally now more aware of privacy. What impact does that have on email marketing?
(19:14) You mentioned retargeting. Do you think that is where ad spend should be focused?
(20:07) You’ve mentioned recently that you think that economic recessions are potentially on the horizon for many countries around the world in the near future. We don’t know when that’s going to happen or how, which makes it somewhat difficult to prepare for. How do you think this threat should fit into marketers’ plans?
(22:20) Some SEOs and marketers might be panicking at the rate of change in the industry right now. What do you think should be the mindset of a marketer in terms of opportunities in 2019? How can marketers effectively grow their business?