On the Record by Leadpages
Pt. 2 - Beyond Measure: Grow Your Spheres of Influence (Rand Fishkin)
Sep 15, 2022
In this podcast, Rand Fishkin, co-founder of SparkToro, discusses the challenges of 'zero click content' and the future of traditional marketing methods. They explore potential changes in internet marketing and the impact of a proposed bill. They also delve into tech privacy and the different categories of media in marketing. They highlight the power of measuring and executing effective strategies, specifically focusing on the effectiveness of email marketing. Lastly, the dangers of over-reliance on Google and Facebook for paid media are discussed, with alternative marketing strategies suggested.
37:37
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Quick takeaways
- The shift towards zero-click content on major platforms poses challenges for marketers who are accustomed to driving traffic to their websites and tracking it in analytics.
- Email marketing proves to be the most effective marketing channel, offering direct communication with the audience, data-rich insights, and consistently high engagement rates compared to social media platforms.
Deep dives
Shift to Zero-Click Content and Attribution Challenges
The podcast discusses the shift towards zero-click content on major platforms such as YouTube, Google, Facebook, Instagram, TikTok, and Reddit. The majority of content performing well on these platforms is platform native, meaning it keeps users engaged on the platform itself. This poses challenges for marketers who have been trained to drive traffic to their websites and track it in analytics. The shift to zero-click content and limited attribution is seen as a significant change in digital marketing and may require a longer adjustment period.
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