Predictions

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The end of clickbait

The end of clickbait

“This hero proposed to his wife in an amazing way, you won’t believe what happened next…!”, “Here’s the secret to nailing the perfect dinner party that will change your life”, “The one trick insurers don’t want you to know about that will save you thousands”, “You’ve been using pens wrong your entire life!”. If you follow any content publishers or brands on social media, you’re bound to have been bombarded with content using clickbait titles similar to these at some point, but you may also have noticed they’ve become less prominent in recent months.

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Blog Posts

All hail the year that content remains king

All hail the year that content remains king

Akin to Great Britain’s celebrations of Queen Elizabeth II becoming the longest-reigning UK monarch this year, the marketing world will enjoy similar celebrations in 2016, as content – for yet another year – reigns king. Alright, it’s not the most ground-breaking prediction. Or original. In fact, it doesn’t sound like much of a prediction at all just yet. But a brief look back over the past year in advertising should help illustrate just why we believe that all roads point to editorial content in 2016.

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Blog Posts

2016 will be the year of new mobile SEO updates and tools

2016 will be the year of new mobile SEO updates and tools

There’s no doubt that the biggest SEO event in 2015 has been the Google mobile-friendly algorithm update in April, also known as ‘Mobilegeddon’. The vast industry coverage and actions which followed have influenced how we think about mobile, however, many issues remain unresolved and many questions have been left unanswered.

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Blog Posts

What 2015 taught us about the world of social

What 2015 taught us about the world of social

This time last year, we had something of a face-off in the agency between two opposing camps: those who felt brands would empower their staff to share social messages in 2015, and those who were unconvinced that brands were ready to truly embrace digital. We narrowly came down on the pessimistic side of the argument, but what actually happened over the last 12 months?

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Blog Posts

2015: How did we do?

2015: How did we do?

One of the luxuries of making SEO predictions is it’s often hard to be proved wrong (the flip side is, of course, that even when you’re right, you can’t conclusively prove that either!). That’s certainly the case with our headline prediction last year, where we essentially said usability would become an important direct ranking factor.

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Blog Posts

Greater focus on persona targeting

Greater focus on persona targeting

“How can we reach a more tailored audience?” This is one of the most repeated questions that our clients ask us. We give them the option of Display or even Paid Social and they’ll get excited about the targeting options offered by these platforms, particularly as they can use existing clients’ email lists for social media campaigns. However, everything changes when we forecast conversion rates, which are typically far lower than those seen in Search.

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Blog Posts

Revive your brand message through storytelling on social media

Revive your brand message through storytelling on social media

As we enter 2016 we’ll be saying “goodbye” to random product ads and we’ll start to embrace storytelling advertising strategies across search channels. You may recall that last year I predicted the evolution of hyper-targeted campaigns which saw brands use the power of audience targeting via their chosen medium to target customers and potential customers with tactics such as Custom Audiences. Google has now jumped on the bandwagon with the introduction of Customer Match, allowing advertisers to target their existing customers with tailored campaigns and remarketing tactics.

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