Prioritise investing in SEO to grow

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2021, 8:00 AM GMT+0

Despite marketer’s confidence in SEO, a performance gap still exists with not enough strategic importance being given to search.

With the growing role of CMOs and the need for SEO investments in 2021, DeepCrawl’s Digital Future report found that top SEO challenges aren’t prioritised enough in organisations. 46% of marketers reported that SEO, within their organisations, is seen as “free”.

This hampers efforts to secure budgets for SEO for 24% of the marketers. While 89% reported their company’s response to COVID-19 to be “somewhat effective”, only 13% believed it to be “very effective” for achieving marketing goals. 8% say their company’s ability to calculate ROI through SEO is “excellent”.

Identifying communication preferences and shifting to big operations like managing data activation helps scale automation and AI and deliver tailored experiences. As companies implement activations in-house, CMOs must be efficient and proactive to be successful.

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