Digital marketing trends are shifting. On Rankable, iPullRank's exciting podcast series, I recently interacted with the perceptive host Garrett Sussman. We deliberated on the challenges and opportunities set to arise in digital marketing, with a particular emphasis on data strategy and the application of AI. The changes are imminent, and it's vital now more than ever that digital marketers are in the know. Commencing this conversation, the topic of cookie deprivation emerged as unavoidable. This development has long been in the pipeline, around 27 years if we’re being specific, and it is definitely bound to occur. Cookie deprivation is gradually turning into a predicament marketers must confront. The question arises: Are you ready for it?Pivoting from there, I discussed a challenging decision every marketer will have to make: with cookie deprivation, will you circumvent regulations by continuing to adopt tracking or re-identification strategies? Alternatively, will you accept zero party data conversation as the way to conduct your personalization processes? A tip from the knowledgeable: pick the latter, albeit hard. Subsequently, let’s touch on a more technical but incredibly crucial aspect - search engine optimization (SEO). Spoiler alert: it’s getting an overhaul. SEO content generation will likely be a prevailing trend in marketing for the foreseeable future. Nevertheless, there's a need for a paradigm shift in the way you perceive SEO. It's not just about optimizing for search engines; it's about enhancing the customer experience. That said, I propose we transition from "Search Engine Optimization" to "Search Experience Optimization." This redefined focus is more customer-centric, seeking to improve the navigation, usability, and convenience of your online platforms, all from the consumer's view. This perspective switch is vital in the quest for better audience retention, improved customer satisfaction, and overall marketing success.To delve further into zero party data and search experience optimization, I recommend exploring "Search Experience Optimization: The Rise of Generative AI and Zero-party Data" by Ward (2021). Delving into this paper will provide you with more detailed insights on the role AI and data privacy play in SEO practices. In conclusion, as a digital marketer, the ground beneath your feet is rapidly shifting. Cookie deprivation is certain, the emphasis on zero party data is increasingly important, and search experience optimization is the way forward. It's no longer about just playing along with the rules but innovating and adapting to the evolving digital world. Remain educated, stay updated, and prepare to take on these challenges headfirst.
