Digital marketing transforms with each passing day and beyond strategic changes, new technologies are bought to fore for online marketers’ aid. When one uses keyword proximity for SEO results, the power of lookalike audiences for Facebook and AI implements, one is better placed to succeed in digital marketing.
Let us take a look at the trending digital marketing terms that an online marketer should be aware of in the fast-changing and competitive business environment of the current times:
By 2017, AI was the most influential marketing term, and by 2018, the technology’ implements were adapted at a lightning-fast rate by businesses operating across domains.
AI is nowadays widely perceived as a transformative phenomenon. It is going to transform the world from as we currently know it to be.
A commonly used definition of AI is to create machines that respond in ways similar to humans. A few of the top examples of the same include planning and problem-solving, deep learning, and speech recognition.
AI can communicate with a buyer across all stages of the buying journey, including attracting, converting, closing, and adding to customer delight.
Contextual marketing is about defining the content for a customer based upon how he is segregated, and presenting the curated content for him at the right time.
Behavioral targeting helps present the content based on a client’s preferences. This not just aids with brand awareness and engagement, but simplifies brand recall.
A commonplace example of contextual marketing is presenting targeted ads for customers, based upon information such as recent searches. So a customer comes across only the products and services that interest him. The procedures involved are cost-effective, bring targeted traffic, and boost customer experience and engagement. They bring more sales.
CPA is primarily a measurement that calculates the cost associated with acquiring a customer. This will be a customer who clicks over a link on a website or completes an action online.
CPA is vastly associated with lead generation and renders a deep impact on ROIs by delivering value, if not instant returns.
When CPA is low, marketers are empowered to bring the focus over more critical aspects of a marketing campaign.
It becomes easier for a digital marketer to build a strong local customer base when they have exceptional acceptance rates among one section of the community. Hyperlocal marketing is one of the finest ways to achieve the aforementioned target.
Hyperlocal technically means an area close to one’s home. The people close to one’s home may be classified as a single community.
Among the top tips that can come in handy for hyperlocal campaigns include making marketing feed local, by resonating with demographics, geography, or weather. Similarly, a brand may bring the focus over addressing the needs of the local community.
Google search algorithms give weightage to keyword proximity. Keyword proximity tells us how close two or more keywords are to one another.
In case the two keywords are close to each other in a way that sounds natural, it ensures higher search page rankings for a webpage.
A few of the important parameters that make keyword proximity a success include how well the keywords are sprinkled across a page, how frequently they appear, and do they make a part of meta tags, headers, and meta descriptions, beyond the content.
Search pager results are not defined by exact keyword matches alone. Instead, keyword variations in semantic groups play an important role in the same.
These semantic groups include singular or plural, synonyms, and related suffixes. Similar keywords are perceived as synonyms by search engines.
Some examples of efficient use of modifiers include using en as a prefix before large and ful as a suffix after power. Similarly, one may combine two words, such as key and word to make keyword.
One also has a choice at using plurals, such as cup and cups. Variation of a root word may also be used, such as perceive, perceived, and perception.
LSI is a mathematical method. It determines the relationship that prevails among keyword phrases within the content.
Using LSI, search engines get a better grasp of the subject matter of the text. If a website includes relevant LSI keywords, it is rewarded by Google with more traffic and higher rankings.
Lookalike audiences are an advanced targeting option by Facebook. The option is available in Facebook ad services.
Lookalike audiences are a feature that spans beyond targeting consumers based upon their demographics and basic interests. New customers are instead discovered based upon how closely do they resemble your current customers.
For lookalike audiences, a sample of people (1 – 10%) of your customers is taken, from your target country. This helps with the creation of your default customer profile.
A sample of lookalike audiences may be taken from the audiences, who watch your videos, subscribe to your emails, or convert for a specific event.
Lost impression share (Budget) refers to the percentage of impressions that a business loses out due to an insufficient budget. Similarly, lost impression share (rank) refers to the percentage of impression a business loses out upon due to a low ad ranking.
When we consider paid search, impression share delivers an idea about marketplace opportunity, which is also the consumer demand for a predefined set of keywords.
Impression share specifies how frequently a particular ad is displayed when a consumer types in relevant keywords. It is an important indicator of the health of a campaign.
The quality score is a rating given by Google AdWords. The rating is given based upon the quality and relevance of keywords that are used in a PPC campaign.
Click through rates (CTRs) is an important determinant for Quality score, and has a 60% weightage for defining the same. Other important determinants include landing page quality and the relevance of the ad copy.
A high-quality score reduces the cost per click, cost per conversion, and cost per acquisition.
Keeping updated with new terms, strategies and tools enable a digital marketer to stay on top of his game.
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