A big thing for digital marketers everywhere will be the looming migration we'll need to make from Universal Analytics to GA4. And if you rely on reports from Analytics, it'll cause some consternation particularly when the deadline nears. It's a new platform to learn, and as I stress to my clients, it's a different measurement tool. It means visitor and conversion numbers will be different from Universal Analytics.
To get ahead: Nothing fancy here, we all need to start working in GA4 early and often. We need to spot any issues in tracking that come up so we can get the reports right from the start. The real work starts after the migration, and we need to make sure:
We're seeing a lot of change with the big players, particulary Meta/Facebook and Twitter. Short form video will continue its rise as the most consumed type of media,
but we should note the context. It's not just because it's a short video that it's doing well. TV commercials are generally 30s and 60s, the format isn't new.
But the artificial intelligence powering the algorithms, the mass accessibility and organic reach across social media are. And they are really good at getting us to watch just one more video. As a marketer, we need to consider the format and respective channels where so much attention is going.
To get ahead: Just start. Do a few trial campaigns, talk to us, talk to other marketers. Some businesses lend themselves more easily to this medium than others. However, in NZ, businesses still lag behind in producing video content. Right now, the cost of distributing that content is very low and organic reach is extremely high. There's a huge opportunity here (and I'm talking to myself as much as you), we just need to grab it.
This year, I've noticed an increase in how sophisticated we are when it comes to consumer data and how we're using it in our campaigns. I believe this will only grow. There's no doubt that our budgets will come under scrutiny next year, and we will need to prove value more than ever. As a result, I'm seeing campaign planning and data usage get more sophisticated from the outset.
To get ahead: A few examples:
It will be a challenging time for us as marketers next year, but also a time of huge opportunity. I'm excited to see the direction we go and what we'll all do!
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.