Predictions

Magazine

Content As A Driver For Purpose-Driven Marketing

Content As A Driver For Purpose-Driven Marketing

The shift towards integration reflects the growing realisation that digital disciplines that were once managed independently of one another are intrinsically linked. SEO, for instance, was considered an arcane discipline ruled by technocrats but that lacked glamour. Mobile was eternally “next year’s big thing”. Content’s crown was never questioned, but the definition of what ‘content’ precisely is has been ever-shifting.

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Magazine

Machine Learning, AMP And UX: SEO Predictions For 2017

Machine Learning, AMP And UX: SEO Predictions For 2017

Forecasting is a risky business at the best of times, but there’s something about 2016 in particular that seems to have defied just about every expectation.This time last year we predicted a big rise in native advertising, and while it hasn’t necessarily proved untrue – well, it’s hardly been the year’s marketing phenomenon either! This time, we look at AMP and Machine Learning as key trends for 2017, as voted by our SEO Consultants.

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Magazine

Four User Experience And Conversion Rate Optimisation Trends For 2017

Four User Experience And Conversion Rate Optimisation Trends For 2017

Good UX and CRO is impossible unless you’re anticipating and meeting users’ needs and expectations. Personalising your site or app for individual users ensures that they’re always met with the content most relevant to them at the right time.

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Magazine

Audience Is Firmly At The Heart Of Innovation

Audience Is Firmly At The Heart Of Innovation

As 2016 unfolded, we saw a lot of innovation from Google anchored around users; including audience targeting strategies, ad extensions and ad formats. As we move into 2017, I expect the consumer to stay firmly at the heart of Google’s innovation, highlighting the need for marketers to focus their attention towards them more than ever and put them first when strategising.

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Magazine

Greenlight Predictions: 2017 Edition

Greenlight Predictions: 2017 Edition

With the New Year around the corner, it's that time of year when our experts look into their crystal balls and discuss the trends that they believe will shape digital marketing in 2017. With insights across paid search, display, data & insights, affiliates, UX & CRO, SEO, content & engagement and commerce, this year's magazine has every area of digital covered!

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Blog Posts

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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