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These top digital marketers are sending last-minute Christmas wishes to Saint Nick despite having made their list and checking it twice! Santa can bring us new platforms, attribution modeling, or simply more time in the day. Let’s hope he works his magic this Christmas and brings everyone what they want!
Your digital marketing wish made our list? Check out:
Antonio Johnson – Head Of SEO
My two front teeth are all I want for Christmas. Digital marketers and business owners should also break free from their unhealthy obsession with keywords. As SEO practitioners, it is all too common for our clients and their industry peers to focus on improving keyword rankings. Rankings are an important indicator of success, but they do not tell the whole story. This obsession perpetuates the incorrect perspective that keywords drive business.
It’s the human activity that drives business goals. As an industry, we should, therefore, focus on creating the best possible products and content. In the digital world, “If you build is, they will surely come” is a mantra that’s often misguided. It is more accurate to say that if you build something better, faster, and with greater engagement, they will come.
Zellie Friedman – Organic Social Media Account Manager
Add unlimited Instagram profiles on your phone. It’s not agency-friendly to have a limit of 5 accounts when you want to monitor several clients daily along with your account. Although I’m grateful that 2017 allowed me to add more than one account, I hope that this will soon be unlimited. Please schedule stories, videos, and other content easily.
Kate Lobel, Director of Public Relations
As a publicist who wants to demonstrate PR value in more ways than one, I would ask Santa for a tool that aggregates key metrics highlighting a placement’s highest value. The domain authority of the order, unique monthly visitors, and social virality are all included. I would also ask for many Google Analytics metrics, including sessions returning to the website, behavioral metrics from placement, and conversions.
I would also like to see an indicator graph that shows the ranking of specific keywords placed in the article’s anchor text.
Patric Kreidler – Digital Account Manager
I would like to see more digital marketing professionals look at the big picture when attempting to add value to clients. In this industry, I’ve seen agencies relying on their KPIs to prove their success. To be effective, marketers must understand the full scope of their client’s business. They also need to know where they get their revenue.
You need to know which one of the two is more important to your client. You need to understand how to help if in-store sales account for 90% of the company’s revenues. Digital marketers tend to focus on their data. This can be beneficial, but it’s also detrimental because they don’t look at the big picture.
Britney Schroeder – Director Of Content
Online to offline attribution is possible! There’s no better way to be a digital marketing professional than to be able to track the customer’s journey to purchase. It can be difficult to know the best way to increase or decrease your efforts. We can scale up and grow our efforts more effectively with more data.
Mike Opera – Director Of Social Media
All I wish for Christmas is better Facebook advertising tracking, from an attribution point of view, and easy retailer partnerships to track in-store purchases for social media.
We work so hard that we don’t deserve credit for it! But seriously… improve tracking, please.
Nikki Lam – Digital Manager, SEO
I wish that all brands would invest more in user experience (UX) and conversion rate optimization. My number one priority as an organic search-focused marketer is to drive qualified traffic to my website. While I’m always thinking about UX, CRO, and a million other things that impact SEO, they are often outside of my control. While agencies can offer an opportunity analysis, brands must prioritize providing a better UX to consumers to capitalize on organic traffic growth.
Google Search Quality Rating Guidelines emphasize both “Page Quality” and “Needs to be met.” Therefore, every brand should ask, “How can you improve your user experience?” as well as “How can you better meet users’ needs?”
Alexa Engelhart – Content Marketing Strategist
I want an Email Service Provider (ESP) that combines my favorite features from different ESPs in one place! I want MailChimp’s drag-and-drop email creator, HubSpot’s workflow tool, and ConstantContact’s form builder. InfusionSoft’s powerful segmentation abilities and Campaign Monitor’s analytics. You will have very happy email marketing professionals if you can achieve this!
Sarah Stevens – SEO Account Manager
Multi-touch attribution is the next step for everyone. Today, if we only look at the last-click attribution, we don’t understand the entire picture. It is important to look beyond digital channels in order to understand how marketing drives effective growth. How can we define and demonstrate the ROI of Marketing – vanity metrics are not enough.
We’ll be able to test and optimize more effectively, resulting in better ROI and performance. Marketers and brands face a challenging task in figuring out how to do this, as there is no simple solution that fits all. We can still be innovative and change the status quo.
Samantha Wormser – PR Manager
What I really want for Christmas are more link opportunities and the capability to track someone who views an Instagram post better. The return on investment for influencer outreach is difficult to determine, especially on Instagram. Linking opportunities are limited to the Instagram bio or Instagram Stories. We could track performance better if there were a link option within the photo.
We could retarget people who hovered over a post for more than 3 seconds. If they converted later on, we would know that Instagram influencers were responsible for the initial awareness. As a stocking stuffer, I would like influencers not to buy followers and enjoy so that we can see if they’re legit or not.
John Saunders, Director of Web Development
Attention to detail! We’ve seen too many websites fail because they didn’t pay attention to what made them special. The timeline can cause problems in the outcome. This could be due to functionality or purpose. If you give your site a chance to be successful with its design and development, it will have a 100 percent chance of being successful in the end. A few extra hours of sleep are also welcome!
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