Whilst 2021 may have been more predictable than 2020 (understatement of the year perhaps?), we’ve seen a lot of change occur. There’s been a big shift in the conversations we have with our clients and prospective clients. The landscape has changed significantly, so I’d like to open up about some of the things we are experiencing right now in the hope it gives you insight into the world of digital marketing.

Machine learning optimisation

Over the last six months, we have increased our conversations around machine learning optimisation and return on ad spend (ROAS) optimisation.

A lot of our clients have moved into smart bidding, including bid-to-value optimisation with Google Ads. We are focusing more on the ROAS figures and using this to direct budget planning and strategy.

Whilst 5 or so years ago we would have been hesitant to allow Google to do the bidding for us, the improvements in technology have meant their algorithms to consistently outperform manual bidding. This allows us and the clients to focus on a bigger picture strategy. Whilst they enjoy stronger returns, we are also able to invest further into the campaigns or in other channels depending on their goals.

Verdict: GREAT - Better campaign performance, better returns for our clients!

Everything is becoming more sophisticated

As platforms become more sophisticated, a lot of our clients are becoming more sophisticated in their analysis of trends and how different channels influence their results too. We are providing higher-level support and strategy. There’s less of a focus on the individual numbers like clicks, impressions and conversions on a micro-scale (weekly and monthly) and more of a focus on ROAS and overall brand performance on a macro-scale (quarterly and annually).

Verdict: GREAT - We love having higher-level strategy discussions with our clients!

Consumer privacy effects

Times are a-changin’. Apple iOS14 has been a pivotal moment of 2021 for Facebook Advertisers. The removal of support for third-party cookies will be one of the major events of 2022 for advertisers too.

Apple iOS14 is well and truly here and whilst advertisers had plenty of heads up about this, we’ve noticed a lag in the space with some advertisers not finalising their requirements which has meant their advertising efforts have taken a hit. A lot of the prospective clients we speak to are unsure if they have met the requirements, or unsure how to find out. Having the technology and support team available to get your account compliant is so important if you want to get the best results from your paid advertising. We’re proud to offer guidance every step of the way for our clients.

Verdict: BAD (and sad) - Advertisers need to be able to keep up with these important changes, and small businesses struggle with finding the time or energy to be able to do so as they are juggling so many things already.

Web Design Trends

We’ve noticed an increase in demand for timeless web design. Some of our current projects include redesigning websites that were only built a few years ago but had the look and feel of a site that was decades old. This was affecting their user engagement and opt-in rates. This is why timeless design is crucial for a business - it means you won’t be paying for it down the track with disengaged users or a new website design. 

Having a robust web platform that is adaptable and user friendly is becoming more and more important to our clients. Further, ensuring you have a team to support you with training and the site with ongoing maintenance if needed is another critical aspect of website design that is often overlooked.

One thing that gives us anxiety is seeing client sites built by other agencies with major maintenance issues. If not regularly maintained these issues can wreak havoc on a site when attempting to fix them.

One of our clients’ web team proposed a 3-week time frame to install their Google Analytics tracking code on their site. There are two issues with this; the first is that it shouldn’t take three weeks to install a code on a site, and the second, Google Analytics should have been installed on the site as part of the go-live process.

Verdict - UGLY - This is the disappointing nature of the industry we work in. Whilst we always strive to do the best job possible with the best service, a lot of our clients and prospective clients have been burnt before.

Omnichannel prescence

In line with the increased sophistication, we are seeing from our clients’ in relation to digital marketing, we are seeing an overall increase in their marketing efforts.

Whilst paid advertising has been a central pillar for most of their acquisition strategies, with automation and budget optimisation in place they are able to expand into improving other channels. This might mean a Google Ads client is testing the waters with Facebook Ads. Or a client who has Google and Facebook Ads active is improving the quality of their social media content.

This approach is one of our recommendations for most new clients. Focus on the low hanging fruit first. Get one strategy working for you and once that’s in place, start to look at other opportunities to grow your business through digital marketing.

Verdtic - GOOD - This is why we do what we do! We love getting results for our clients, and it fills us with joy to know that most of our clients are still on board with us 12 months+ down the track engaging in more digital marketing activities! We love being a part of their journey.

Conclusion

These are just a few of the key points that have been significant in our daily work this year. As we about to head into the second half of the year, reflecting on the year so far has helped us realise how far we have come, and that there is also a lot of work to be done. The next six months will be really important for advertisers as we start to plan for the Holiday period. Oh, and is it just us or does each month roll around faster than the last? I’m sure we are in for a huge second half of 2021, so if you’re finding you need some extra support or really want to take your business to the next level, please do reach out to us as soon as possible as our spaces for new clients are limited.