Mastering Marketing | Unveiling INP, Digital 2024 Report, and Voice Search Revolution

Hi Everyone, Welcome back to another edition of Mastering Marketing. This week, as always, we're first going to look at some big headlines from the world of digital marketing.

????In the News | Understanding INP: The Next Era in Core Web Vitals

????Unlocking Insights | The Digital 2024 Report Reveals Surpassing 5 Billion Active Social Media Users

Then, let's dive into Voice Search and the Future of Content Marketing.

???? Understanding INP: The Next Era in Core Web Vitals

Prepare for the upcoming shift in Google's Core Web Vitals metrics! INP (Interaction to Next Paint) is set to replace FID (First Input Delay) starting March 12, 2024. This fundamental change in the search algorithm underscores Google's dedication to enhancing user experience and page interactivity.

Key Points:

1. INP Explained: INP evaluates a webpage's responsiveness to user interactions by measuring the time lapse between user actions (such as clicks or taps) and the page's response. Unlike FID, which focused solely on the first interaction, INP provides a holistic view by considering all interactions on the page.
2. SEO Significance: As Google prioritises user-centric metrics, INP plays a crucial role in SEO. A fast, interactive webpage translates to a positive user experience, boosting your chances of ranking higher in search results and driving organic traffic.
3. Core Web Vitals Integration: INP joins LCP (Largest Contentful Paint) and CLS (Cumulative Layout Shift) as part of Google's Core Web Vitals suite, emphasising speed, interactivity, and visual stability in webpage evaluation.
4. Interpretation of INP Scores: Aim for an INP score of < 200 milliseconds for optimal user experience. Scores between 200 and 500 milliseconds indicate room for improvement, while scores exceeding 500 milliseconds signify poor performance requiring immediate attention.

Improvement Strategies:

• Lazy Loading: Optimise page load times by implementing lazy loading for non-critical images.
• Resource Optimisation: Compress CSS and JavaScript files, remove unused resources, and leverage browser caching.
• Asynchronous Loading: Enhance webpage responsiveness by enabling asynchronous loading of resources.
• Critical CSS Prioritisation: Identify essential CSS content to prioritise loading critical elements first.
• CDN Implementation: Utilise Content Delivery Networks to distribute content geographically, reducing load times.
• Device Compatibility: Ensure seamless performance across various devices and browsers through rigorous testing.

INP heralds a new era in webpage evaluation, emphasising ongoing interactivity and responsiveness. By optimising your website to meet INP standards and embracing user-centric strategies, you can elevate your SEO performance and deliver exceptional digital experiences. Stay ahead of the curve with INP integration and unlock new possibilities for your online presence.

???? The Digital 2024 Report Reveals Surpassing 5 Billion Active Social Media Users

The latest Digital 2024 report by We Are Social and Meltwater reveals a significant milestone in the digital world: active social media user identities have surpassed 5 billion, representing 62.3% of the global population. This marks a notable increase of 266 million users over the past year, indicating a growth rate of 5.6%.

Key insights from the report include:

• Increased Engagement: The typical social media user now spends an average of 2 hours and 23 minutes daily on their preferred platforms, utilising an average of 6.7 platforms each month.
• Platform Preferences: TikTok emerges as a standout platform, with users spending an impressive 34 hours per month on average, surpassing even YouTube. Instagram has overtaken WhatsApp as the world's most loved platform, with 16.5% of internet users favouring it.
• Digital Landscape Overview: The Digital 2024 report encompasses a wide range of data points, covering various aspects of the online ecosystem, including social media, smart devices, gaming, and social commerce.
• Other Highlights: The report highlights trends such as the growth of digital ad spend, increased investment in influencer activities, and shifting consumer behaviour towards online content consumption, with a notable decline in TV viewing time.

Nathan McDonald, co-founder and group chief executive at We Are Social, emphasises the evolving nature of social media behaviour and the importance of understanding platform nuances for effective brand engagement. Alexandra Saab Bjertn?s, chief strategy officer at Meltwater, stresses the significance of emerging trends like TikTok's rise and Instagram's popularity in shaping brand narratives with precision and authenticity.

As social media continues to shape global communication and consumer behaviour, brands must adapt their strategies to meet evolving preferences and leverage platforms effectively. For expert guidance in navigating the dynamic landscape of digital advertising and harnessing the full potential of emerging trends, reach out to my agency SK. With our expertise in leveraging advanced tools and technologies, we can help you stay ahead of the curve and maximise your brand's impact.

Voice Search and the Future of Content Marketing

In today’s fast-paced digital age, the way consumers interact with technology is rapidly evolving, and voice search stands at the forefront of this transformation. With the ubiquity of Internet of Things (IoT) devices and AI assistants like Alexa, Siri, and Google Assistant, voice search is becoming an integral part of our everyday lives. This shift has monumental implications for content marketing, pushing the boundaries of SEO and blog writing.

The Rise of Voice Search

Voice search isn’t just a trend; it’s a full-scale paradigm shift. Statistics reveal that over half of all smartphone users are engaging with voice search technology in some form. This surge is propelled by the growth of IoT devices such as Amazon Echo (Alexa) and Google Assistant, which integrate voice-controlled AI to make consumer interactions with technology seamless and hands-free.

This marks a pivotal moment for content marketers to redefine their strategies in line with these innovations. Google voice search is also an area to consider. Google is in a rapid stage of change with the fast growth of AI affecting most if not all of it’s divisions. They have only recently changed their chatbot from Bard to Gemini and are constantly implementing AI deeper into paid and organic search. Voice will be a key part of this so it needs to be part of your SEO and Advertising considerations. Of course, it’s not all about Google search, you need to consider other search engines and social media (where many searches begin today).

Adapting Content for Voice Search Optimization

To stay ahead in this dynamic landscape, content marketers must evolve. Adapting to voice search means focusing on natural language processing and intent-based queries. Content must be optimized for conversational tones, reflecting how people naturally speak and ask questions. This shift necessitates a deeper understanding of your audience’s search intent, enabling the creation of content that answers questions directly and succinctly. Furthermore, local SEO becomes increasingly significant, as many voice searches are location-based, looking for services “near me.” Implementing these strategies will not only enhance visibility in voice search but also foster a stronger connection with your audience, addressing their needs in a more personalized and immediate manner.

How Voice Search Changes Content Marketing

The emergence of voice search calls for an overhaul of traditional SEO techniques. Keywords are no longer just about text on a screen—they’re about conversation and how people naturally speak. Conversational long-tail keywords, precise yet relaxed language, and focusing on answering questions as succinctly as possible becomes paramount.

Continue reading the article on my blog

For The Love of Marketing - Marketing Podcast

Get ready for an enlightening conversation as we explore the ever-evolving world of affiliate marketing. In this full podcast episode, we sit down with the insightful Lee Ann Johnstone to unravel the complexities and opportunities in the affiliate marketing landscape.??

With over two decades of experience, we dive deep into the industry's growth, the ever-changing channels, and how affiliate marketing can supercharge your overall marketing strategy.??

Join us to discover the secrets, challenges, and potential for leveraging affiliate marketing to support your brand.

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Book Recommendation | Good Strategy Bad Strategy: The Difference and Why It Matters

In a world cluttered with buzzwords and vague visions, Richard P. Rumelt cuts through the noise to reveal the essence of effective strategy. In "Good Strategy Bad Strategy," Rumelt debunks common misconceptions and unveils the power of a clear, action-oriented strategy.

Whether you're a CEO, entrepreneur, or government official, Rumelt's insights are invaluable for navigating complex challenges. From leveraging sources of power to cultivating insight, this book provides practical tools for crafting strategies that drive real-world success.

Drawing on examples from business, military affairs, and beyond, Rumelt's compelling narrative sheds light on the difference between good and bad strategy. With honesty and integrity, "Good Strategy Bad Strategy" offers a roadmap for transforming vision into actionable steps.

Grab your copy here

Here's an interesting read from my strategic marketing agency, SK…

VR & AR IN MARKETING: BEYOND HYPE, REAL APPLICATIONS FOR YOUR BRAND

In the growing world of immersive technologies, Virtual Reality (VR) and Augmented Reality (AR) have catapulted from science fiction to the brink of a marketing revolution. You’ve undoubtedly heard the buzz – VR headsets, AR filters, and digital overlays are infiltrating our online experiences. But what do these mean for your business?

Immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) are not just the future but the present of marketing, with 70% of consumers already expecting brands to leverage these tools for enhanced interaction. [Source: Forbes]

VR immerses users in a completely virtual environment, offering an escape to a different world, while AR layers digital enhancements over our real-world environment, enriching reality without replacing it.

Despite the buzz these technologies have generated, it’s crucial to move beyond the hype. The true potential of VR and AR lies not in the novelty but in their ability to create deeply personalized and engaging customer experiences, transforming passive viewers into active participants in your brand’s story.

Our focus is on turning these ground-breaking technologies into scalable, impactful marketing strategies that drive real business results, ensuring that the excitement around VR and AR translates into tangible benefits for your brand.

Read the full article.....

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About Simon

I have been helping companies with their marketing from start-ups to global organisations for over 25 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results and I'd love to help you if I can.

simonkingsnorth.com