January 12, 2022

2019 Digital Marketing Wrap

adminHaley
Time Read
10min

2019 Digital Marketing Wrap

It’s definitely getting closer to that time of year again!Holiday season is upon us and as the year of 2019 comes to an end, we have beenlooking back at some of the changes that happened in the digital marketing world.

In celebrating a crazy year, we thought we’d give you arecap of highlights throughout 2019. From minor algorithm changes to majorturning points in the digital landscape, this year has definitely been a bigone. So, let’s look back at the year that was shall we?

SEO

Ah yes, Google had a laugh with us this year. Each year,Google helps (or doesn’t) with SEO marketing by updating the overall algorithm.With five updates to Google’s search algorithms this year, it was crucial forus to keep on track with updating client SEO & content marketing. Constantlyrevising our strategy when running client campaigns has tested us, but withsuch great results in the end, we know we stayed right on track!

The first update (The Valentine’s Day Update) happened onFeb 13th, 2019. We didn’t hear much about this one, but from what wedid, it was positive news regarding better changes in rankings. There wasminimal evidence when this updated occurred, but many noticed some minorupdates.

On March 12th, 2019 (The March 2019 Core Update)there was a release of a global core algorithm update. In a broad corealgorithm update, Google doesn’t really focus or fix anything. It is more of animprovement to better understand searches and webpages, basically to improveuser satisfaction by providing a more accurate result to what they’re lookingfor. Compared to the anticipation it received, not much changed with the update.To help with our client websites, we focused more on relevance related factors.

Google tweeted their June 2019 Core Update on June 3rd.Again, nothing really to fix, just a quick update to improve relevance. Googleproved to us that it isn’t about the most “authoritative”sites anymore, as The Daily Mail UK news site suffered some major trafficdeclines. Another website, CCN.com, a bitcoin news website also saw majordecrease and their “daily revenue was down by more than 90%”. We worked throughthis by not thinking about “what to fix” but more so what is on our clientwebsites that “may not be relevant to users anymore”. Just a quick tweak in oureyes!

Another Broad Core Update Algorithm Updated occurred inSeptember. This update reassessed web content and focused on providing the bestpossible content to the top for a more efficient user experience. Google didn’trelease any further instructions about the update.

Last but not least, the BERT, standing for BidirectionalEncoder Representations from Transformers (a mouthful, we know) update on the25th of October. Google claimed that this will be the biggest changeto Google search in the past 5 years! In hope to better understand searchqueries, the BERT model addressed both search rankings and featured snippets.It was focused on language queries, more so conversational queries. Google saidthat “BERT is able to understand the nuance and context of words in searches.”Now, don’t stress! This doesn’t mean BERT will help webpages that are poorlywritten, it only means it better analyse what the user is searching for.

Email Marketing

2019 saw a major lift in personalised digital marketing,especially EDMs. Email marketing remains one of the most significant tools indigital advertising. With an averageexpected ROI of $32 for every $1 you spend on email marketing, why wouldn’tyou invest in EDMs? This year, a rise of personalisation and dynamic contenthit our emails. Tailored emails were sent out to diverse markets based oncustomer behaviour. Automation was increased to a higher scale and we were ableto expose our clients to a wider audience. With the growth of “quality overquantity” we stuck close to the rule that less is more and made our EDMs supersimple and easily clickable. Heaps of positive results thanks to emailmarketing this year!

Web Design

Live chats - the addition we didn’t know we NEEDED. Livechats (or live support) have been on the rise this year and now, almost everyproduct selling or service offering website has some sort of live chat orchatbot customers can interact with. This helpful tool has been used (and maybeabused) to crazy amounts however all in all, it’s been a positive experience. Livechats are used when customers have questions that can be easily answeredwithout sending through an email or calling the business or service. They canprovide a quick answer to customers exactly like a text message.  

If your staff are way too busy to dedicate a team toresponding to queries, it would be great to invest in a chatbot. An automatedsystem that will assess the customers question and answer accordingly.  

Social Media

What a year it’s been for socials! The use of Instagram stories may or may not have been overdone this year, but boy did it work! No one really ever noticed how significant an Instagram story could be. Basically, a reminder for all your followers at the top of their news feed that your business is active, alive and doing great things. Imagine the growth with one story a day, that’s a constant reminder every day! What better way to grab attention, share a new post, and potentially have a larger exposure of your business?

WOW! So, there you have it! 2019 wrapped up PERFECTLY, and what a year it’s been. We are so excited for the year ahead of us and can’t wait to continue working with our fantastic clients. We have seen some great results this year and we will continue to smash goals next year!

If you are interested in working with us, understanding whatwe do or have a quick question about anything digital marketing related be sureto contact us either via our website, email or number.

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