In 2020, they must show direct connection between consumer purchase and impact.
The piece states some marketing practices and tactics brands must leave behind in 2019, and the ones that must be a part of 2020 planning. Companies must move away from “keyword stuffing” to improve SEO given the launch of Bidirectional Encoder Representations from Transformers (BERT) by Google.
BERT analyses keywords in a relational and contextual manner, thereby supporting the mission of engagement marketing. As per Marketo, solely promoting a brand’s dedication to sustainability or philanthropy will not suffice in 2020.
In 2020, companies must map a line from customer’s point-of-purchase to the influence they’ll have on the world. Brands must encourage customers to make an impact, rather than them just seeing companies doing so.
[5 minute read]