23 expert predictions: Here’s what successful marketers will do in 2020

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Paid Search

Want better leads on LinkedIn? Focus on your content

You’re going to be working hand-in-hand with your sales team this year, tracking that lead at every stage and attributing all the way down.
— AJ Wilcox

SEO

Focus on the impact of the user, not Google

Google’s getting way more qualitative and it’s important to consider where Google’s going with things and the overall picture when approaching a core update.
— Mordy Oberstein

Email

What you need to know about mobile engagement

We need to understand that mobile email is simply an adaptation of what we’ve been doing all along, but in a compact form that requires channel and platform-specific thinking.
— Len Shneyder

Local SEO

A wishlist of improvements for Google My Business

I’d love to be able to visualize the data by month or by week instead of daily. It can be very difficult to analyze the graphs when the option is always set by default to show daily.
— Joy Hawkins

Analytics

Machine learning will free up time to be more strategic with accounts

We’ve got to be smarter about layering on the assets we have available in campaigns in order to really reach the right customer based on what we know about them.
— Brooke Osmundson

Paid Search

Make 2020 the year for e-commerce to improve the mobile experience

Look at 2020 as the year to go through your website and figure out if this is the experience we want customers to have, especially on a mobile device.
— Duane Brown

Paid Search

4 things Shopping Ads managers need to prepare for

Get your international product shipping attributes figured out because you can get advertising on Google Shopping in another country in an astonishingly short time frame.
— Kirk Williams

SEO

Focus on E-A-T to avoid performance problems

It’s really important to think about E-A-T as part of your SEO strategy. You have to be telling search engines and users why you should be trusted.
— Lily Ray

SEO

SEOs must focus on intent research practices

Some of the current practices around curated research are going to become slowly obsolete, and you’ll need to switch to intent research as a practice.
— Frédéric Dubut

Martech

You need to master data privacy, security and consumer trust to succeed

By adopting sound practices into everyday marketing efforts, you will make it easier for you and the organization to respond if a security event occurs in 2020.
— Kristina Podnar

SEM

The consumer decision journey set to drive paid search

You’re going to be hearing us talk about the consumer decision journey. It really is where the future of marketing is going because of personalization.
— Christi Olson

Analytics

New challenges ahead for attribution with the rise of intelligent tracking prevention

Intelligent tracking prevention is going to impact the way that we can handle attribution and the way that we think about just the ability to measure across Safari.
— Simon Poulton

SEO

Make it easy for search engines to rank your website

For 2020, focus on your input and let the search engines focus on the output.
— Fili Wiess

Martech

6 critical martech elements to manage the customer journey

Make 2020 the year you refine and quell the chaos created by point solutions that have outlived their utility inside of your organization.
— Jim Yu

Martech Sales

Build a smarter path to revenue and customer generation

To break through the noise, we need to move to an integrated revenue engine, governed and powered by a single set of data, processes and systems.
— Scott Vaughan

Video

The next battle in streaming wars: Addressable TV

Marketers have an opportunity to be early adopters of addressable TV and take advantage of its enormous reach and penetration across all age groups.
— Laura Collins

Social

5 things every social media manager should be doing

In the new year, we’ll see brands who are wildly successful at digital overall, start to address the bigger consumer experience and extend digital success to the offline world.
— Ashley Cooksley

Local Search

Businesses need to think differently about customer feedback data

If you aren’t tracking where [feedback] is being left, you’re missing a huge opportunity in being able to understand what customers think about your business.
— Adam Dorfman

Paid Search

Automation layering is driving PPC so get onboard

I think the way we as PPC practitioners can really earn our keep is to start with automation layering.
— Fred Vallaeys

Martech

How agile adoption will change the way we work as an industry

In 2020, the people actually doing the work will become more empowered to use their creativity and experiment to learn how best to meet marketing objectives.
— Stacey Ackerman

SEM

2020 will be the year to get our data right

If we can get good data into the search engines to have their smart tools do what they’re really good at, that’s how we’re going to grow into the future.
— Aaron Levy

Local Search

How verticalization and zero-click will impact local search

It will be interesting to see how Google balances the priority of verticalization against the growing popularity of Google Maps as the first choice among searchers.
— Damian Rollison

Email

Your ability to adapt and learn is essential to your success in 2020

As you evolve your strategies for 2020, remember this: If you don’t know why you’re doing it, how can you figure out how to do it?
— Ryan Phelan

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