Search Marketing Shifts to More Human Interaction


At SMX London in May, I attended two presentations with PPC expert Mark Irvine. He has recently been named Number One PPC Expert by PPCHero in his annual list.

Irvine works as a computer scientist for Wordstream, a management and optimization platform for Google Ads and Microsoft Ads. Examine the data and explain what it means, that is his expertise and I interviewed him for my report on research trends in 2019.

Social trends predict trends in research [19659004] Some of the data in his analyzes go beyond looking for trends in his data. several platforms.

This slide from Irvine's SMX presentation examines the impact of a Twitter trend on research. In this case, it doubled on Google and in six hours, searches were multiplied by five. Real-Time Marketing is a good example and this view of data is something we rarely see in digital marketing because of the specialization of channels and the difficulty of accessing data between canals.

As a result, Irvine argued for a differentiation of the roles of digital marketing channels. We discover on social and then we search on Google. I am tempted to pursue this phrase according to my current research on Amazon marketing to say … then we buy on Amazon. This is how humans behave on social media and this differentiated view shows that there may still be some life in the funnel concept as well as strong arguments for moving from a walled garden to another with our marketing initiatives.

I certainly would not try to build a brand with Amazon and I would not really try to sell products via Instagram at this point – good luck with that, brave pioneers! These things will require massive changes in service offerings (which platforms currently offer), but also in user behavior and habits.

What are the big trends in digital marketing?

Irvine notes that we do not talk much about keywords in 2019 – and he is delighted to have no more thesaurus on his desk. We are now talking about how the public finds the marks. After years of neat advertising and perfect images on social media, he suggests that conversations between humans are better. Could it be that more genuine communications are on the rise?

Regarding the job itself, PPCers are no longer solely Google-centric. Everyone is forced to learn a lot of advertising platforms. The required skills are also changing. We have more tools doing repetitive tasks and therefore need to focus on our added value in terms of creativity and insight.

On the platform side, Irvine is rather optimistic about the future of platforms such as Pinterest, Quora and Reddit. may have a bit of a security mark challenge. He is less optimistic about native advertising and platforms such as Taboola, Outbrain and Criteo.

Irvine proposed these words to conclude our interview:

"The data will not go away. But more and more, I have to think more about the human dimension. Data-focus evolves towards a man-to-man perspective. We must place our advertising in this context. "


The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here .


About the Author

Anders Hjorth is the author of the report Search Strategies Report and the founder of Innovell, a consulting firm in marketing insights digital exploring trends in digital marketing. SEO pioneer, one of the first Google advertising professionals and co-founder of several agencies: Relevant Traffic (Search Marketing), BDBL MEDIA (media subject to submission) and AZNOS (content marketing), he has extensive experience in SEO, paid search, social media, content marketing and programming. Anders was also COO for GroupM Search across EMEA. Anders is also active as a member of various awards and advisory boards.



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