2019 is off to a great start and organizations are finding news way to improve return on investment and maximize marketing dollars. In today’s show, Jeremy and I discuss the top marketing technology platforms and digital trends. We dive into the different types of platforms, their growth trends, market size and how and when to utilize these platforms. Here are the categories we will discuss:
Content management systems (CMS)
Marketing Automation and Email Management
Social Media Marketing tools
Digital Advertisement and Audience Management Platforms
Content marketing and digital trends
The source of our information is Brafton 2019 State of Content Management report.
Top 2019 Marketing Technology and Digital Trends
Thank you for joining analytics today. podcast series of focuses on big data and analytics and the latest trends in the digital world. I am your co host Jeremy Roberts and with me always is Sameer Khan.
What's up? Hey Jeremy, how's it going? Good. You. Yeah, good. It's almost almost spring break. Yeah, it is next week thing, right? A lot of people already starting take some time off and Oh, yeah. Early year break first earlier break. So that's before summer kicks in. So that's great. Well, the thing is about spring break. You know, it's family stuff. But when it comes to spring break, usually in the digital in the marketing world. It's where, you know, yes, you've been given your budgets and you've been told exactly what to spend on it and you're going out there and you're making your decisions.
Right. A lot of people are closing on technology decisions now. Right? Yeah, totally. Yeah. So like you, you probably approved your budget back, what? q4 last last year? Yeah. Right. And then you spent the first two months going through, you know, vendor evaluations are,
you know, demos and conversations and you're just trying to get everything figured out. And now you got the thing to say, okay, there's so many tools out there. What's going on? And so I think with that experience, you and I, today are going to discuss, really in 2019, what are the top 2019 marketing technologies and the Digital Trends happening? So as you're in this process, now, it may be a little bit too late for you to bed. But you can also have this chance to look back and say, what are some of the top tools out there? And I think it's also important as people evaluate you know, the first quarter is about to end shortly. So now with the all the assignment for 20
19 as the the first part of the excitement is it's completed and now people are evaluating like, Okay, how did we do in q1? And what things we need to improve upon in q2. So this is the perfect timing when we talk about what's going on the marketing technology trend martech coming up very, very quickly, what Digital Trends are happening. So I think it's a very relevant information for people to start utilizing and start doing some optimization for their technologies for their marketing budget and advertisement. So I think it's perfect. Sweet. Okay, so today, we're going to be talking the topic is top 2019 marketing technology and digital trends and the source from what smears have been able to pull. The source of today's podcast research is called the 2019. state of content marketing report by Grafton content creation service. Correct, right. Yeah, that's it. Shout out from Brampton, great work they have done in the research for to 2019 state of the content marketing report and
We're going to drill down into the specifics we're going to talk about the more detailed about what those things are, how do they impact you, and then we're going to go take some of the research work that they have done and throw some numbers out. Sweet. Cool. So first, we're going to start with the top CMS platform content management system platform. So a lot of people who, you know, what we always emphasize in our podcasts, and also in the trainings that we do personally, is you got to understand the jargon, you got to understand what the acronyms mean. Because if you don't, you're going to be that person in that conversation where they're going to say, hey, CMS, and you're gonna say, Yeah, my CMS is great, but you're going to have no idea what you're talking about. So, CMS right, content management system,
I guess in your words.
What is a content management system? Sure. It's a content management system management system. It's a kind of an infrastructure where you host your web.
content. And this specifically pertains to the customer facing web content. So your websites, the asset that you store and a website like your white papers, your digital assets, digital assets, and all of the digital assets, your web pages. So all of that is hosted in a platform. And that platform is called CMS.
Exactly. So. So with that, you know, when you get into some of the bigger brand names out there, like Adobe, which I'm more familiar with the, you know, Adobe, all obviously has something called Adobe Experience manager, right? with Adobe Experience manager, you have these tools, these massive tools that are divided up into multiple parts, you have a sites component, right, you have an assets component, you have other different components within that. But a lot of times when we look at the highest percentage of just regular CMS platforms that the average person uses, right, yeah, you know, there's names out there that that combined
These two things together, right? The whole idea of having sites and assets, where you're, you're managing all your content. It's not super complicated, right? You don't have to have governance and taxonomy and process and rules behind those things. It's basically, you open up your media folder and you click on it, you select and you add it to your website.
As simple as that. So, I guess how do you want to start here? Do you want to go through the percentage or would you like to do? Yeah, no, I think it's great that you mentioned so I think the yc the CMS platforms, they fall into kind of two different categories. Like one is your open source freely available, highly customizable, and then you have the premium, which is like the Adobe's of the world, right? So they have a pretty complex, robust content management system with all the bells and whistles and features that you can pay a lot of money and you can buy and that's mainly for the enterprise organizations. Yes. On the other
aside, the if you look at the volume in terms of the number of users using a specific content management system, then you know, the names that pop up in my mind is like WordPress, like 52% coverage and 52%. market share, I would say in terms of the CMS platform is the largest CMS platform. It's open source, anyone can download and implement and build the website really quickly. There's a lot of variety of templates available.
Follow my wings. Yeah. Right. Yes. Okay. So actually, let me let me let me explain this to so there's a big difference when you talk about these open source CMS is, versus there's characteristics of each between the open source ones that are,
you know, very, like WordPress and wicks. And Jim and all these other ones, and then the big boys out there, right. You know, the Sitecore, the ACM from Adobe and all that other stuff. The differences is that the big ones from the big boys out there, a lot of those have like WeChat
about governance has processes in there has a lot of security. So allows you to be able to use these across different divisions. The big differences, one user vs. vs. Tons of users, right? Usually with WordPress and so on. It's usually a primary user, right? You have an admin. And there's like one person that manages it. On the other side, you've got a ton of people that can access these things. But everybody can control different parts. The second thing that I think that makes some difference in we talked about this on our last podcast was AI. Right? Most of the big enterprise level CMS platforms have AI built into them. And so know when you're sitting there saying, I'm going to go into my WordPress blog, and I want to add in tags and stuff are all text into things. Most of these huge enterprise ones will have automated tagging, will have automated features based on AI and machine learning. Yeah, sorry. That's one of the
huge components. So let's go through this list. So if you serve first time
Talk about WordPress, I guess for you and your fans, what makes WordPress with a 52% market share? Right? Right. What makes them so fantastic? I think it's a wonderful forum post and I was one of the are you
this is really allowed WordPress to effectively
plugins, but also let's
design the web
in App of the open
source Android, are you.
We're gonna have to pause and start that one again.
I'll start again from the question because as you started talking about the WordPress one I could hear like one out of every 20 words
like I can't hear you right now.
Technical you can't hear me you know.
I can you know,
No, kind of go sit again. Test
Yeah, hello how's the recording?
It's recording now.
Okay. Sameer so you know the top different CMS platforms you have out there you know one of the biggest ones out there is really WordPress and it within
This report they talk about 52%. for WordPress, others I guess, what is your take? How do you feel about WordPress? Or I guess, in your mind what makes WordPress fantastic? Because at 52% are using it compared to others, it's got to be something to it. Yeah, I think WordPress the way they change the game from a CMS standpoint is by offering an open source solution that was adopted very quickly because it was backed by a marketplace and a community. So if you think about it, like WordPress has a marketplace for their plugins, they have marketplace for the templates and also, the larger community which is outside of the marketplace are also developing plugins and templates to use for your website. So because of the hundreds of thousands of people now, supporting this large community, it has completely changed the way how CMS can be in it. And I think it is, in a way responsible for the tremendous growth in the internet because everyone is now here.
To go and create a beautiful website with all the bells and whistles without spending a dime on any kind of CMS platforms so that's I feel like it is very similar to like Android you know and what Android did for mobile phones it's what WordPress before even Android existed WordPress it for the website and I really do think it is I really believe that the creation of WordPress really was the catalyst in growth for small business individuals sites and you know, consultants and you know, restaurants and just regular people, you know, rather than is the these enterprise behemoth sites and just WordPress, change the game. You know, it's continuing to change the game. It's just one of those places to where
it's allowed the creation for the next ones that we're talking about. So, up next is wicks, you know, both you and I are, you know, we're fans of which which says it's, it's obviously there's limitations.
So it's customizations, but just the ease of use to be able to use something like wicks, you know, so we have what wicks at 7% Julep 4% and you have a progress site 54% Squarespace 4% and others at 29%. So I guess, when it comes down to it, you know,
I do know the big difference between WordPress and wicks, is wicks is more of like a drag and drop, you know, you have you can have zero technical skills, zero development skills, to be able to use wicks and be effective WordPress takes a little bit more than so I guess, would you recommend to people on how to get started?
Yeah, I think my recommendation is with some there two ways to think about like if you have a little bit of time and you can spend time, more money to hire someone who knows how to work things in WordPress, I would suggest to go with WordPress because there's just so much available outside of
you know, everywhere. There's so much available in terms of WordPress.
Community Support the templates, the plugins, all the other options. But if you are running out of time and you just want to you're busy and you just want to have something set up really quickly, then the mix is a great option where you can take one of their templates and just press a button and there you go, you have a website. I agree. I've had instances where you you know if you're a decent sized company, and if you have junior developers, and having a junior platform for your CMS doesn't hurt either. But from a global standpoint, and where technology is heading, you know, I would stick with WordPress awakes. I agree, I agree. And so let's say you wanted to build something overnight for a friend for a business I would say recommend go with Wix real quick. If you don't have time,
WordPress, you would be able to sit there go in create themes, and so on and pulling all these plugins. There's thousands, thousands of plugins out there but both of them I believe the top two, just because of the higher percentages
Both have the ability to have SEO friendly websites. And there's no complaints here about putting a website on there and get into the first page of Google. So that's my take on that.
cool. So number two is e commerce platform is by total online sales. Whoo.
So I can see the numbers here. It's not the end, but it's the B, there's a giant B, B as in boy or D, right? After all these. So number one, there is one that I'm more familiar with. Good old magenta, right? 36 billion in total online sales. So when this number is total online sales, it's not that is it the number of how much has been sold through these or is it how much people yeah, okay, just
platform? Yeah, because I don't want to magenta sold $36 billion worth of
now it's how much profit
How much ecommerce processing have been conducted through the magenta platform? Okay, so So for our audience to jet, and what we'd like to do is educate. Why would it be important to understand or why is it important for these types of companies to be tracking online sales? Is that how they do the pricing?
Not necessarily the pricing. I think more importantly, the, if you look at the e commerce infrastructure, like outside of the behemoth, which is Amazon,
you know, outside of the companies that have their own sophisticated platforms, and they may or may not be using a third party platform like magenta,
when you look at what options do I have and who has the most experience. So when you look at the experience of the e commerce platform, that is normally measure in terms of the amount of online sales, and that's the reason why you know magenta is on the top because they have a lot of experience. They have
delivered about $36 billion in sales for their customer through their platform. Exactly. And then you and then the other thing, and I will note, this is a kind of a slight difference in that is, I've seen personally in some type of enterprise level pricing. And I'm assuming that everybody here in this this listening this podcast is a, you know, an enterprise level marketer where you're having to deal with this because if you're a marketing person, you're not actually buying these you have procurement and other people doing it. But some of that pricing could be based on how much sales you do. Right? So if your company does X number of dollars of e commerce sales tax, and they price it a little bit different, so they're tracking through that so so we have magenta is 36 billion. Next one is Shopify. 29 billion, right? The illusion at 24. Squarespace is 17.4 and seller decade 15. So I guess from these, you know, what do you like about I guess magenta. You and I both worked with magenta in our past
But what do you guys? What do you like about magenta versus Shopify? Because I always feel like small businesses. They say, yeah, build a free Shopify account. It's easy. What is your Shopify? Yeah, Shopify is very, very popular for people who are selling at a smaller scale. Although the volume, if you look at it, it's very, very close to magenta. So I think magenta hits the target for the larger enterprises where they want the enterprise level security enterprise level support, a stable infrastructure, now they are being acquired by Adobe. So that makes me another brain is significantly bigger. Now, with that collaboration with Shopify, it's tried and tested system, a lot of people who sell online on Adobe, on Amazon, on eBay and all these different marketplaces for them to have their own store so they can people come back and buy more from them. Shopify illusion and all these smaller players are great and that's
reason why the adoption is huge, because magenta word target is enterprise users. They still generate a lot of sales. But all of the other folks, which are not necessarily thinking about paying a huge amount of dollar to a large enterprise company, they can go with Shopify. Not saying that volition and Shopify do not have enterprise customers, they also have a lot of enterprise customers. But you know, kind of leader of the pack is magenta. Make sense? Make sense? Yeah. So cool. Let's start looking at number three. So number three is marketing automation. This is another one you and I get excited about too. So. So marketing automation.
And I guess what you have here is his definition. And we can go into more detail around that. But market automation is used for various business processes. We're talking about CRM, lead management, workflow rules, email marketing. What I'd also like to add in there is this idea around Lifecycle Management, right? It's a term that I've been using recently with regards to automation. So I guess in your mind, how would you describe
delay person, really the value run automation.
Marketing Automation is it's kind of a, it's funny that you asked me the whole terminology hasn't evolved from simple core, your good old email marketing. And the way it has evolved is email marketing is all about sending email message to bunch of people so they can buy your product. This is marketing automation is simply what the name states is automating marketing efforts, through email through processes through workflows. So that's how the concept of marketing automation has evolved. And not us no longer marketing automation, not like marketing operations, because marketing automation is one of the piece of the puzzle. And as you were saying that it's going to further down the evolution chain of Lifecycle Management. So
with that said, I think there are two parts like one is before he was completely manual, like people used to send emails by clicking
button. Then when marketing automation came into existence, you can program emails and send them as per your desires and move people between different email streams. And all the fun stuff was heading is to an AI, where you don't even have to do anything. And the system itself based on predefined criteria, will start sending people emails and walls and see which email campaign works, which does not work. So that human intervention is slowly going away, in a way, so then it's becoming more and more automated.
I completely agree. And so it's one of those things, we're looking at a fact that's in there is that 60% of b2b orgs plan to incorporate more automation. So the thing is, it's not like the way in so it might kind of be misleading fact and the fact that some people are doing some automation, some people are doing zero automation. But what we're trying to show here is that more than half of people think that automation
More automation needs to happen. Right? Because there's so many benefits to it, you know, I guess I guess we have benefits for for automation.
Well, from my perspective is the first benefit is the automation you get as you improve your targeting of your email. So instead of sending a mass blast email to every single person on the planet, you can target a specific audience group and make sure your message resonates with them. So what happens is not only you get better return on your investment, but also you deliver better customer experience because your customers may not want to see ad from Macy's, women's shoes if they're mostly interested in boot, a men's group so it's kind of different. So, same thing like and then the other thing that you get from it is delivering higher quality leads. So because of the automation for it because of the workflows, you improve the lead quality because you only
do qualification with the customers that will meet the criteria that you want.
You don't want people who are not qualified for the product. So when the sales teams get the lead, lead, lead, lead,
lead qualified, and the conversions are better.
Completely agree. Cool. So it's one of those things where when you look at it, you know, some of the big top automation platforms out there so obviously we understand there's there's the big boys, right? There's the Oracle Marketing Cloud, which is aka what Eloqua right. Then you have Mark Hedo, which is,
sooner or eventually going to be officially named or renamed at Adobe because Adobe purchase it. But there's also you know, MailChimp, HubSpot, get response. You know, Infusionsoft and the thing is, they're they're all great tools. It just depends on what you're looking for, you know, because when you look at automation, there's, there's different levels of automation, right? automation.
Most of them allow for good targeting and great customer experience. A lot of them do lead quality lead capture. Some of them were where they released
Start to differentiate themselves is what we call ABM, or account based marketing. And that is a huge differentiator between marketing automation platforms. When you get into account based marketing, I mean, this is one of the big modules that could even be up to 30% more of the cost or value of that purchase, you know, for the subscription model that you're going to be purchasing. And that's a big one. The other one is AI. Remember how we talked about AI is really involved with everything. Some of these tools, you know, like, for example, Mark Hedo has a whole bunch of AI features built in there, where does things on through automation and machine learning. But then when you get into HubSpot, much easier to onboard. Right? You can get into HubSpot and actually get stuff done today. There's really not a lot of setup. You can get stuff today and you can build it up to a certain threshold in your business. And afterwards, maybe you might grow out of it. So a lot of times we've seen companies you and I've seen companies where they'll start with MailChimp, very, very small business one to two people.
MailChimp. After that. Then they move into probably HubSpot. And then from HubSpot, they outgrow HubSpot. And they usually go to market. Oh, so yeah,
that's uh, yeah, I think it also depends on the sophistication. I think what I liked about HubSpot is like you said, the ease of use. So you can do things very relatively quicker. But if you want to make things so if you want to do more complex things and Marketa is definitely the place to go and and Salesforce have their own r dot marketing automation platform. So yeah, so there's a there's a lots of choices when it comes to marketing automation. And I think one of the ones that the latest one that I liked, which is the drip, drip campaign is becoming popular. And a lot of people are adopting it because again, the ease of operation and the feature functionality
compared to the complexity of Marquette. Oh, it's like a lot of people are choosing drip as well. There's only 7000 plus software out there marketing technology. Yeah.
It was 2019
martech landscape looks like it, you know, the upcoming martech conference. It's going to be like, first Ada three page.
Okay, here's another one. So not to get confused. And number one, we talked about CMS. Right? This number five.
Actually, you know what, let me get back to number four before knows.
This next one, so number four before I miss that one. So social media marketing, right? So social media marketing, these are social media platforms that allow you to actually do marketing around it. So a lot of times people say, Well, what do you mean social media marketing, all the social media itself, the site would be Facebook, Twitter, LinkedIn, Instagram, those fun stuff. When we talk about marketing. These are the acts to be able to do be to be style, marketing, or even b2c style, marketing through
These different channels, so allows you to do marketing around them. Rather than saying, I'm just going to send something my friends. Yay. Right? So I guess what are some examples of these these tools we're talking about? Yeah, we're talking about platforms where you can manage your programs in a more professional way. Now, like you said, each of these platforms IE, Facebook, LinkedIn, Twitter, they have some management capability where you can do some scheduling of updates and so on, so forth. But if you want to take it to the next level, then platforms like Hootsuite buffer, sprout, social sprinkler, these are the platforms where you can develop a sophisticated marketing, social media marketing programs where you can send targeted messages, define your audience run advertisement programs, and do a whole lot more than you can do on the individual platforms. It's all
Nice, nice. And so when you look at the top ones out there, you know Hootsuite obviously comes in so software by number of users. Hootsuite comes in around
2.1 million users, which is a little bit insane there, right? Yeah. But like I remember like the early days, Hootsuite and just launched and we were in Rackspace back then right.
Like 2.1 million users. Wow.
Yeah, but here's the thing is that Hootsuite has done a, I'm going to use the word brilliant. They've used a brilliant job of building out connectivity and API's that can connect anything and that's why people use Hootsuite so much because it connects. I mean, I'm going to like challenge you find something that Hootsuite find something of value, right don't find something random just to prove Sameer and I wrong. Right.
Find something that Hootsuite doesn't connect to you can't find something it doesn't exist. They connected to everything out there. Yeah, pretty amazing. After that is buffer. I am a big fan of buffer. I know Sameer you actively use buffer buffers, that kind of tool that allows you to schedule, put your post out there. Anybody could
Is it? Anybody can use it. It's a fantastic tool, this one comes up around almost a million users. And you've got Sprout Social, you and I both use Sprout Social in our past sprinkler status brew. So you know, a lot of great tools.
So it's one of those things to where I guess, where do you get started? Right? If you were to get started here, say, What do I need to do? I and this is my personal thought. And tell me if you agree, if you just want to schedule posts, if you want to go out there and your personal person, whatever you want to do, and you want to go out there, schedule posts, because you're trying to build yourself as a thought leader, do you need to go out and get Hootsuite or something like buffer easier for you?
I think that's debatable, right? I would go either one. They're both good. They're both really well designed well. And what I like about Hootsuite, or buffer is they've improved a lot in terms of feature functionality and what's available to you in terms of integration and the number of posts you can schedule.
Well for you have a limit of 10 schedules at one time.
You don't have the limit for free. Yeah. And then if you upgraded then you have more. But then Hootsuite gives you a lot more upfront and you upgrade you get more. So right now I'm on the premium version of Hootsuite, which gives me a lot more functionality. I can connect more social media platforms, I can have even more updates. So yeah, I've started Hootsuite lately. Nice. I completely agree. And so I would say getting the practice of this is something where you know, you're able to really take the time out spend an hour one one day out of the whole week, an hour out of one day out of the whole week. Just set up all your stuff for the week or for the next two weeks and just let it go. Well you don't have to sit there and oh my gosh, I forgot to post it's almost noon. I need to go and post because my my followers your followers right?
Haven't got my stuff yet some panicking. Don't worry about that. Go to lunch. Enjoy
Life. You know what I mean? Don't worry about whether you're posting. So, okay, so next one, we talked about this. The first one, we talked about CMS. Number five is CRM, customer, relationship management correct. Or manager. So, so CRM, everybody knows if I were to say CRM, they basically have this in their publicly traded their little with a moniker as a publicly traded company, Salesforce, right? So we all know, right? So there's what Zoho
SAP Salesforce, Oracle Cloud and Microsoft Dynamics and everybody would probably say Salesforce has the highest number of users at 7 million, but fun what Sameer is telling us is that Zoho ready said 20 million.
I can't hear you. We gotta stop again.
free version that actually available I was talking to mute. Okay, so yeah, so that's the reason of why Zoho has more users.
But if you think about it from a premium standpoint, like SAP, Salesforce, Oracle, cloud, Microsoft, they're neck and neck with each other. Although like Salesforce, Lisa packing comes from the brain.
You know, we all know like Salesforce is the top CRM brain in the world. But when you start looking at the number of users using it, it's different. Like I think Marc Benioff has done a fantastic job and positioning Salesforce as the ultimate CRM, he would say and
my people who are actually using the CRM system, the number two the different.
Okay, very cool. So I guess it's one of those things to where you talk about Zoho, you and I both use Zoho in our past especially when we're doing some work together. I guess one of those if you were to get started with that,
This would be the number one place for you to go with that you would recommend people to go to say, go to Zoho, set this up and how would they effectively be able to use this?
I think Google is fairly easy to set up that you're not doing anything complex. You can go and start using though although I highly recommend people to use Salesforce. And the reason behind that is it for even for a small organization, it can be pretty cost effective. They don't charge you for like you know, they're going to charge you thousands of dollars to try their system. The mob and that is one of the reasons why Salesforce is so successful is because the model is based on individual feet, individual licenses, so they charge you like 30 bucks a month. For an individual based license. We can start a lot of feature functionality for your organization without having to carve out thousands of dollars, the others meters so that's that the adoption is huge. And then you get so much more for that $50 a month versus you know, you want to pay for
lot more money and fun. I completely agree. Very cool. You know, and I'm a big fan of that too. It's one of those things to where I wouldn't recommend if you're a smaller shop to get into something like Salesforce Salesforce is it is a tactic and amazing
tool, but it's an absolute behemoth. There is a learning is one of the things. Yeah, yeah, they're high learning curve, same as SAP, same as Microsoft. And then it's all great tools. I've actually had the fortune of using all five of these in my path. And so when you're learning all five, you're like, Oh, my God, I have to learn another tool. Zoho is just easy. It's easy to use, easy to get started with. Cool. So let's go to next one. Number six. So digital advertisement, right. So we're talking about digital advertising, you're talking about total spend, and this is a little bit of a shocker. So total ad spend in the past year, more than $200 billion
in a year on digital ads, Ben I mean, okay.
Nice a digital is a ton of money. What are we talking about with regard to digital ad spend? Is this like social media versus Google ads? I mean, what are we talking about here? Everything, everything that people spend right now in digital advertising, that's includes social ads, that includes Google ads, Facebook ads, so all offense, display media, anything that you're spending on online advertisements that's covered under this. So yeah, you're absolutely right, the amount is significantly larger. And I don't know, like what I was trying to look for some type of study that shows offline versus online ad spending, and then is online only accelerating offline. My gut tells me like it may be already ahead of them offline. But I don't know like that's something that I have to go look at. Yeah, and I completely agree with and I think one of the things that's important is, you know, I would say that and I was talking to you know, few customers the other day about this is that in mature marketing
department or marketing division usually has a usually a 60 40%
on average, right? 60 40%
split on organic versus paid, right? There's no company out there that's going to be purely organic, or purely paid, right? I know some people who set up go out there and they just promote. Well, if you just don't worry about SEO, SEO is dead. And then I kind of laugh at them. And then I look at them and I say, you really think people actually listening to you and you say this because you're saying SEO is dead? You want to like, smack them in the forehead and be like, come on, man.
You're crazy. I was like, Yeah, you're telling me you only want to do paid. You're telling me is like you want to go rent a house for the rest of your life. So you can give money to somebody else without ever getting your own equity. That just sounds kind of dumb. Oh, yeah, it would have been. So it's a 6040 split. But that's why we don't believe that this growth.
Are the amount of spend on digital advertisement is ever going to go down? Because you need it as an accelerator you need is going to continue to grow. Yeah, as more and more people search online, anything, the biggest part about the online is the fact that he can track it. You know, I've ran analytics across both online and offline analytics organizations. And the difficulty it is for you to track offline versus online, is just enormous. So that's makes it really easy for people to run their business online. Because of the tracking capability. Yeah, I completely agree. And it's one of those things to where, I don't know the percentage off hand, but I know there's a high correlation. When you even we're going to talk about Google simple Google searches, whether it's in the SERPs or not, but there's a high correlation between paid search and natural search when you see a top organic listing and you see a paid listing
The same page, there's a higher probability that somebody's going to click and convert. Yeah. So boom, boom, we solve something right
here we go. Number seven, we got two more left number seven content marketing big fans of content marketing, right? Remember, they used to say content is king. All today? Yeah. Sameer and I say data is king. So too bad sorry content. But um,
because I, you know, I we believe content is a type of data or yeah is a type of data so, so total content marketing spend. Here's another shocker. For $400 billion annually. Holy crap. Let me read that again. Okay. So, content marketing, total content marketing spend is $400 billion annually, an 80 billion spent on SEO. What?
Yeah, that's a lot of money being spent on SEO signals.
And that includes like all the spend for creating content. That's also part of the A specifically for SEO hiring people who do your site optimization, and kind of your website updates to get you higher ranks on search engine. But yeah, I mean, you're absolutely right, the amount of money that we're currently spending in content marketing is even higher than your spending on ads, which I think is a double. Exactly. It's double. And the reason behind that is because your organic conversion, which we're going to talk about later, is
is higher than your pay conversion. So that's interesting to look at the dynamics of like, Hey, why are we people spending so much on content because it makes sense you drive more from your organic channels and paid and paid is more costly?
That's a little bit insane. I'm just gonna go with that. says there's two little things to go on there says one of them says audio and visual content
drives 64% of all content spend. What?
audio? Yeah, that's why we're on the podcast. Holy crap, audio. I mean, I'm just still shot. We read this before, but I'm still shot. Right? So However, 40% don't measure ROI or don't know how to measure. So I'm gonna say what? Again? Okay, so let me rephrase how shocking This is. We first said the number 400 billion annually, you should be shocked there. Then we said,
of the 400 billion annually, then we said 64% of all that content spend is audio and visual. So 64% of 400 billion. That's 200 ish, billion, right? Then, we said, however, 40% of that 64 don't measure ROI or don't know how to measure it. What? Yeah, so it's interesting. I think it's it's kind of
They're twofold. One is, it's really hard to measure the impact of the content because I don't think anyone has really cracked the code, other than aligning it with SEO and then looking at the organic performance as a whole, and attributing that to your content. So it's kind of an indirect measurement. But at the same time, the value drive so the way I think about the content measurement is, the value is not necessarily you cannot measure it in terms of the revenue, or the return on your marketing investment, like a true calculated metrics, but you can definitely measure in terms of the value you're going to derive
about your organization to the end user and what they're going to think about you. So I would highly urge people to continue down the road of content marketing, that's the best way for you to dominate the market. If you really take the the efforts and the time to do it. But don't worry too much about the ROI because you may be scratching your head and trying to figure out how do you measure it
Exactly. And if you if you make the mistake of not being able to measure it and you remove it from the journey, you may have disrupted the entire buyers journey and your sales and go
you know, so don't do that yourself. Cool. Last one, conversion trends. I'll let you have this one on your own. This is something I know you get excited about your conversion trend kind of guy. So tell us about conversion trends? Oh, absolutely. Yeah, I think conversion media by conversion, we mean is your conversion to fail. And there are different types of conversion. What I call is macro and micro conversion. Micro conversions are small steps, small milestones that users takes to get to the larger milestone. What we're talking about is the larger milestone when they purchase a product from you. Now from a conversion rate standpoint of the data that I found with this research that was done by Bradford was very interesting. I always in my experience, I've always seen organic to have a higher conversion organic channels.
Select your direct traffic organic traffic in any other organic source to have a higher conversion. In their research, they apparently have organic as 2.35% on an aggregate and paid is paid search specifically 3.75. So that was very interesting to me as they have display ad point seven 7%. So as you can see, like, if you were to focus your attention on what channels would you go, I would say organic and paid search are the best places to invest your time and efforts. Organic you developed by content marketing, paid you developed by advertisement and then display is the third of the list which is the lowest conversion of all and that is pretty
consistent that all the brands that we work with is display continues to lag behind it where I feel like display plays a bigger role in lead generation. So it may not be a direct sales conversion. It also plays a bigger role and grinding. So if you I would definitely continue to urge people to invest in display, don't give up on display. That's the best place for you.
generate a lot of awareness and a lot of leads from, I would also say the the value of display is also in the indirect value. So make sure that you put your one by one pixel tracking on your display ads, so that you can get not the click through which is a point 7% on average, but the view through the view through is the money maker conversion metric there, right? You want to be able to say, the impression was put out, boom attracted it, put that conversion pixel on your computer. So when you finally went to the website, and then trigger that conversion pixel, like, wow, you saw my ad less than 30 days ago, and now you're on my website, boom, got it. So that's something that's can be tracked more than anything else. So in real fast one thing to clarify these conversion trends, and I don't know if you're able to see this in the document was it conversion trends based on click from a organic to the next or as a conversion
From that to close, or from like learning to close particularly Yeah, okay open version. So if I were to say hey, Sameer I got a total amount of traffic at I'm going to make up numbers 1000 people so I can estimate that based on average conversion my organic it'll be 2.35% of that total thousand reach that I have
absolutely fantastic see guys we're all learning something new every day so yay yay for us
we're all learning Yep, we'll go this has been absolutely great we love the feedback love the you know the inputs and suggestions and stuff like that and again we thank you guys for listening and continue to support us over three plus years of the analytics today podcast you know, yeah, that's fantastic you know it's been a great partnership here and I because of the support that we're getting from you guys so continue to reach out and if you have
Any topics that you want to recommend us continue to provide us? We'll try our best to include that in subsequent podcasts. And thank you very much Jeremy. It's been fantastic. Fantastic.
I know you live in Houston but go spurs
Yeah. Well thank you and check us out on on our website analytics podcast today calm and if anything reach out to Sameer and I for questions.