Marketing Midday – March 27, 2023
Welcome to Marketing Midday, an up-to-date report on the latest digital marketing headlines. In this post,
we discuss 3 top headlines:
1. Search Engine Land shared the response of marketers to the first iteration of Bard since Google opened Bard’s waitlist.
2. Marketing Dive describes the extent to which marketers rely on third-party data to run campaigns, even as cookie-less future draws nearer.
3. Alisa Smith shares the primary reason websites are not accessible, and why accessibility is both the right thing to do AND a business opportunity.
1. Marketers Respond to Bard’s First Iteration
According to Search Engine Land, Google opened its Bard waitlist, and those in the search community who have been able to test have a skeptical report. Danny Goodwin, Search Engine Land writer, shares several observations and implications of Google Bard in the early stages. First, Bard does not currently offer links or citations for its answers. Additionally, Bard suggests buying links. Goodwin writes, “… after Bard was told that this advice went against Google’s guidelines, Bard admitted its mistake.” Next, Bard struggles with local search results, producing multiple lists for the same search phrase, lists that were different than Google’s organic results. Local Pack results were absent from the Bard lists as well. Despite Google’s denial of click-through-rate as a ranking signal, Bard claimed that it was. Finally, Bard tends to hallucinate certain answers, including the date of Google’s next update and keyword metrics. According to Goodwin, Google Bard has the potential to be a helpful tool for SEOs; thus, it is critical to understand the strengths and weaknesses of the tool.
2. Marketers Still Rely on Third-Party Data
According to Marketing Dive, third-party data remains crucial, even as a cookie-less world approaches. In Datonics’ recently released Programmatic Audience Targeting Survey, 53% of digital marketing campaigns use third-party data from nearly 12 providers. Behavioral data, interest intent, and demographic information are the most used data categories. Because of this, the survey found that nearly 70% of respondents are concerned about the disruption to their data strategy that the removal of third-party cookies could bring. Michael Benedek, CEO of Datonics, wrote: “Third-party data remains extremely valuable to brands because of its unique ability to address various factors that other types of data… can’t.” Though changes to the landscape have forced marketers to investigate other data aggregation options, none have provided the wealth of data third-party providers can just yet.
3. Website Accessibility is the Right Thing & a Business Opportunity
In a recent opinion piece for Moz, author Alisa Smith shared that only 3% of the internet is accessible to people with disabilities. Why is this the case? AudioEye released a statistic that provides insight into the question. In their survey of 500 business professionals, 70% said that cost was their main concern when it came to digital accessibility. In response to this, Moz author Smith claims that digital accessibility is not only the right thing but is also a business opportunity. Designing for accessibility, Smith claims, makes your website and digital presence better for everyone. Every user can benefit from straightforward language and a clear user path. Plus, accessibility supports discoverability on the web.
Keep Up With The Latest Digital Marketing Headlines
Those are our top 3 stories of the week! Want to see more exciting marketing insights in our midday episodes? Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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