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Seven digital marketing trends to look out for in 2020

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It’s 2020 and a new decade of digital marketing strategy is upon us.

With TikTok set to revolutionise the definition of snackable video content, and brand transparency guaranteed to capture the fleeting attention of Generation Z, this year’s trends will spark a dramatic shift in marketing technologies and consumer behaviours worldwide.

PPC is no different.

As an intrinsic component of the digital marketing landscape, PPC is renowned for providing a staggering ROI under the correct circumstances. The very evidence of this notion is in the statistics. PPC visitors are 50% more likely to purchase than organic visitors as of 2019, and 40% of brands are anxious to increase their PPC budget.

With the intricacies of PPC growing at an exponential rate year-on-year, we’ve predicted a number of trends in the field for 2020.

1. AI will transform the digital marketing landscape

We can’t refer to 2020 PPC without addressing the behemoth topic that is AI.

It’s no secret that an increasing number of agencies have invested in AI and machine learning tools in recent years – think smart campaigns and automated bidding strategies.

An enormous part of PPC’s success lies in its use of automation tools to aid invaluable decision-making frameworks. Machine learning software manages all aspects of a campaign through statistical learning methods and bid management, resulting in an impressive 22% increase in conversions as of 2018.

In 2020, machine learning and automation will continue to pick up rapid speed. With AI producing analytics and performing complex tasks faster and better than humans, Google can offer advertisers highly targeted audiences, delivering ads to those in search of specific solutions in real-time.

Gartner predicts that by the year 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see. Of course, this inevitable rise of AI and the loss of control that comes with it can be daunting to those who question Google’s intent. However, the days of PPC account managers and keywords are not over – they are simply changing.

2. Savvy marketers will use multiple platforms

When it comes to the staggering success of PPC, the majority of marketers still think solely of networks implemented by the duopoly of Facebook and Google.

In 2020, smart marketers are predicted to test multiple platforms in order to decipher whether or not an individual platform will be advantageous to their marketing strategy. With social media growing at a remarkably fast pace, testing platforms for LinkedIn Ads, Amazon Ads, and Twitter Ads offers the chance to experiment with new PPC networks, indulge in a variety of targeting options, and reach millions of customers worldwide.

Of course, social media is just a small cornerstone in the expansive maze of PPC networks. From Bing, to Bidvertiser, to RevContent, to Advertise.com, there are multiple, specialised platforms out there for marketers to effectively implement a PPC campaign.

In summary – marketers will broaden their PPC platform horizons this 2020.

3. Target audiences will be reached consistently

2020 will be the year of consistent, strategic audience targeting.

While 2019 focused on audience targeting through remarketing lists for search ads and custom affinity audiences, 2020 will focus on targeting audiences at specific touch points throughout the buying journey. Savvy marketers will speak to their target audience at the right time and in a way that enables customer growth, instead of bombarding them with one message for a direct sale.

According to the Marketo Engagement Gap Report, 56% of consumers believe businesses need to have a deeper understanding of their needs. In 2020, marketers will be forced to consider how their advertising improves customer wellbeing and fulfils personal learning.

In short, marketers are shifting their attention to the heart of all successful PPC campaigns: the people.

Microsoft Audience Network (MSAN) will also continue to drive audience targeting in 2020, combining user intent from search with user profile data to match consumers with advertisers.

4. PPC marketers will be forced to up their strategy

With automation set to replace both data-driven and mundane tasks, PPC marketers will be forced to either drive innovation through their own strategy, or fall dangerously behind.

While it is impossible for an individual to compete with the genius complexities of Google’s automated technology, PPC marketers will be required to adopt a more strategic mindset for themselves and for their clients. Instead of focusing on tasks now automated, marketers will be encouraged to develop their creativity and target audience strategy.

Learning the strengths and weaknesses of a broad scope of automation tools and embracing CRM data is the key to deciphering whether or not AI options are best practice for campaign management. Working with AI to build successful campaigns and not as a subordinate, marketers can also optimise their own process by building algorithms to automate tasks.

So, smart marketers will adapt to AI in order to survive and strive.

5. The rise of chatbots

A chatbot is a software program that interacts with customers and site visitors in a way that is both natural-sounding and real-time. This strategy can save massive costs on hiring someone to monitor your website and communicate with visitors on an ad hoc basis. A chatbot is personable, unbiased and informative. It allows customers to make faster decisions and makes users feel like they’re being treated as individuals.

If you’re not already on the chatbot train, you’d be well advised to buy a ticket. Decide whether it’s necessary to use software unique to your company or one of the existing options on the market. This choice is contingent on your budget and the predicted complexity of the audience-chatbot interactions.

6. Up your personalised content marketing game (again)

The competition never sleeps in digital marketing. Every single company is on the lookout for the next big thing, the freshest ideas, the most unique and quirky advertising strategies. High-quality content is and always will be one of the most effective ways of generating leads and closing deals.

As we move into the 2020s, consumers are increasingly insisting on adverts with depth. Your content needs to become even more focused, even more highly specialised, in recognition of your consumers’ idiosyncrasies and preferences. Ultimately, you should be striving for a user experience that is holistic, multichannel and incomparably personable.

7. PPC and SEO will become close allies

Although they are often deemed each other’s nemeses, PPC and SEO have a crucial relationship that drives the results of a campaign.

In 2020, this relationship will be better used to maximise success. By exchanging important keyword data and SEO ranking data, SEO and PPC teams will integrate to identify position strategy and increase SERP coverage for all clients.

Why is 2020 the year for PPC and SEO integration? After all, this relationship has been building for multiple years. It is more important than ever before for marketers to address the relationship between PPC and SEO because they will be forced to reconsider their strategy in a landscape driven by constant change.

Many still approach PPC and SEO as completely separate strategies with separate results. 2020 is the year for marketers to broaden their horizons and rebuild old fashioned strategies from the ground up.

The world of PPC is constantly changing. Can you keep up? Push are a Google Premier Partner digital marketing agency, a leading voice in both Europe and on the global stage when it comes to online advertising trends. Get in touch with Push today and one of our friendly digital marketing experts will set you on the path to pastures new and uncharted technological territory for you and your business! Count on us.

Charlie Carroll, commercial director at Push Group.

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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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MarTech’s marketing operations experts to follow

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MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.


Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 


Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.


Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.


Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/MarketingOps.com, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Is a Marketing Degree Worth it in 2023?

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Is a Marketing Degree Worth it in 2023?

If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work? 

All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.

Why marketing?

When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive. 

Growth industry

Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued

Personal Development & Career Path

The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.

This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.    

What are the Types of Marketing Degrees?

When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice. 

Associate, Bachelor’s, or Master’s?

Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences. 

Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.   

Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration. 

Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics. 

Free to use image from Pixabay

Marketing Specific or Business General? 

This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms

If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future. 

Check the Modules & Curriculum

This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends. 

What Jobs Look for a Marketing Degree?

Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.

Entry level

If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles. 

  • Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
  • Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education. 
  • Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed. 
  • Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing. 
  • SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement. 
  • Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.  

Free to use image from Unsplash

Career Progression

If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.

  • Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates. 
  • Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.  
  • Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role. 
  • Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications. 
  • Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.   
  • Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors. 
  • Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to. 

Average marketing salaries

Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience. 

When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers. 

Image sourced from Zippia.com

Marketing Degree Pros and Cons

So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.  

Pros

  • Degree holders have better job prospects and higher earnings potential in marketing
  • You can study highly specific skills with the right courses
  • Gain soft skills like communication and collaboration

Cons

  • High time and money investment required 
  • Diminishing salary returns at higher levels
  • Can be a restrictive environment for self-starters and entrepreneurs

What are Marketing Degree Alternatives?

If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada

If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.  

Free to use image from Unsplash

How to Decide if a Marketing Degree is Right for You

Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice. 

Career Goals

Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices. 

If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree. 

Personality

You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.    

Investment & Return

Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree. 

Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.  

Final Thoughts: Forge Your Own Path

Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice. 



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