Given my interest in Digital Marketing and emerging trends especially in light of Covid19, I attended a Simplilearn webinar today.
The topic was Digital Marketing Trends 2020 – from a Search Engine perspective by Brad Geddes, a published expert, author and practitioner. The thing that got me interested in attending the webinar was their focus on B2B sales – be it enterprises or smaller organisations.
B2B sales and marketing teams typically use Linkedin (Sales Navigator) and Facebook to a lesser extent. Search Engines like Google have always posed a challenge for companies looking to target enterprises through paid search – PPC. That is likely to change in 2020.This was a key takeaway from the webinar.
OVERALL BUSINESS PERSPECTIVE – WITH COVID19 OUTBREAK
- Simply put, Brad says if your business involves stepping out of your home to avail the product or service, then it is going to be severely impacted – PPC advertisers have stopped campaigns
- For other companies, business is even better than anticipated – ecommerce (digital marketing spends here are up 80%) and remote work (zoom for instance).
- In such instances, with revenues continuing to come in but marketing spend getting frozen for now, the last 2 quarters of this year are likely to see a large spike in marketing spend as companies look to regain revenue, marketshare. So its all not negative.
2019 TRENDS & 2020 PREDICTIONS – especially in PPC (screenshot attached)
- While the overall trends in PPC last year are not relevant here, the key takeaway is that google enabled ‘campaign level’ conversion tracking last year.
- This has direct implications for Sprinklr’s marketing and sales teams looking to target new clients/audiences.
- They must be running numerous campaigns – some from an engagement perspective (download Sprinklr whitepaper for instance) or from a sales perspective (take a product demo)
- Marketing & Sales teams would have been able to track conversion at a campaign level – a functionality not available previously
- That said marketing teams would need to be careful with automated bidding – especially with the google ‘optimization score’.
Have attached relevant screenshots from the webinar.
Best / Rajesh
