Imagine a world where Sherlock Holmes has the sharpest mind but no intriguing mysteries to solve. Or Iron Man without his tech-suit. They are simply incomplete without one another. 

In the same way, lead generation is the lifeline of businesses. Without a consistent inflow of customers, even the best business idea will fail to flourish. And you don’t want that, do you? 

This is where we come into the picture. Today, we bring you the top 10 lead-generation strategies that work like a charm in 2024. Each one, when done right, can help you achieve your goal without any difficulty.

So, let’s jump right into it!

1. Content Marketing

7.5 million blogs are published each day. There is a reason why more and more businesses are jumping on the content bandwagon.

This is because the content is just not the king but the entire kingdom! And if you look at it, truly look at it, you will know how true the statement is.

Content is everywhere. From the billboards to radio ads and pop-ups and more, there is no escaping it. But when you have enticing content by your side, that’s a whole other story.

Content marketing goes beyond promoting products. When done right, it helps provide information that solves problems or addresses the needs of your audience. Inclusive content plays a pivotal role here, as it ensures that diverse voices and perspectives are represented, resonating with a broader audience and fostering a sense of belonging.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

When you consistently deliver quality content, you can position yourself as an industry authority. This is super crucial because it helps you stand out and build trust and loyalty among your audience. This trust is a key factor in lead generation.

Why? 

At the end of the day, potential customers are more likely to consider and choose a brand they perceive as knowledgeable and reliable. It is seen that companies that post 15 blog posts a month generate almost 1200 new leads per month on average.

When it comes to content marketing, the sky is the limit. From blog posts to infographics, content marketing serves as a powerful tool.

2. AI and Personalization

Have you ever noticed Amazon telling you when your favorite product is back in stock? Or Maybe you receive an email from your favorite store with a whopping discount just because they miss you.

So, how does this make you feel? It feels incredible, doesn’t it? This is the beauty of personalization. And they leverage AI to run the personalization process.

Now, put yourself in the shoes of an ecommerce store owner who deals with hundreds of consumers every day. Personalization becomes a bit difficult, understandably. But what if AI could help you out?

Unlike putting in manual efforts, AI uses advanced algorithms and data analysis, which intelligently predicts user behavior and customizes your approach to offer your audience a unique and engaging experience.

This personalized approach not only captures attention but also establishes a deeper connection with potential leads. In fact,  89% of marketers say that personalization fetches them positive ROI.

By understanding and responding to each customer’s needs, AI personalization makes conversion an easy possibility.

Whether it’s recommending relevant products, delivering targeted messages, or predicting user intent, AI makes every interaction meaningful.

And 2024 is a tech-savvy era. With so many OpenAI development companies assisting businesses create their own generative AI model, there is no shortage of tools that can be used for personalizing communication throughout the customer journey. So instead of shying away from technology, it’s high time that you embrace it.

3. Social Media Marketing

From the time of its inception, social media has changed the way we humans communicate and consume content. Today, 66% of marketers generate leads from social media by spending only six hours per week on social media marketing.

Platforms like Facebook, Instagram, and LinkedIn hold so much potential. The key is to come up with a well-structured marketing campaign plan and have engaging content that fully resonates with your audience.

When you come up with a consistent and interactive approach, it builds brand awareness and trust where you easily convert social media users into potential leads.

With social media lead generation tactics, you can check how your content plan is fairing with in-depth insights through analytics. It lets you tweak your approach as you go.

4. Free Demo

Picture this. You are looking to explore a new tool. Everything sounds good on paper but something is holding you back. At the same time, the competitor with similar features offers you a free demo. Which is more enticing? The free demo one right?

Offering product or service demos is a potent lead-generation strategy. It offers firsthand experience, which lets potential customers interact with your offering.

You no longer have to go on and on about how great it can be. Instead, your consumers can go through its functionality to see if it aligns with their requirements.

Remember, with free demos, you are engaging prospects in a practical, immersive way. Demos cut through all the noise and make a lasting impression.

5. Email Marketing

Don’t shun email marketing just because it has been around for quite some time now. It is still powerful and going strong in 2024. It generates $42 for every $1 spent.

Email marketing makes use of targeted campaigns to nurture potential customers. However, plain old boring emails won’t cut. This is the era is all about being different. Don’t hesitate to experiment if you must. The end result must be alluring and personalized messages that solve the specific needs and pain points of your audience.

Strategic segmentation is a must to make sure that each email resonates with its intended audience.

Most importantly, don’t forget to implement calls-to-action and exclusive offers to push your audience to take the desired steps to move them through the sales funnel. Consider incorporating engaging email newsletters to regularly deliver valuable content and updates, nurturing your relationship with subscribers. Again, don’t create emails for the sake of it. Analyze metrics and fine-tune your approach as you go.

6. Search Engine Optimization (SEO)

Your website and SEO go hand in hand. When you amplify your website content, meta tags, and backlinks, you are taking care of SEO. These efforts are rewarded by elevating your online visibility. This is the first step to conversion.

This visibility captivates organic traffic and can convert casual browsers into potential sales leads. Keyword optimization is still a strong SEO tactic in 2024 that aligns content with user intent. This is super crucial to strike a connection between your brand and your target audience.

You’ve Been Taught SEO ALL WRONG

Become a Certified Search Marketing Specialist and Start Boosting Your Sales by Attracting and Converting Your Ideal Leads Everywhere They Are.

Click here

As your SEO efforts start making a mark, your website ranking starts climbing upward and soon reaches the first page. However, it is important to be patient with SEO as it can take at least six months.

7. Paid Ads

As aforementioned, social media is a powerful lead-generation strategy. However, if you are looking for quick results, paid ads are incredible.

50% of people arriving at a retailer’s site from paid ads are more likely to buy than those who came from an organic link.

Paid ads are like a shortcut that lets you reach specific audiences with precision and in no time. Platforms like Google Ads, LinkedIn Ads, Instagram Ads, and Facebook Ads offer robust targeting options.

Additionally, tapping into ad networks such as the Google Display Network or Twitter Audience Platform expands your campaign’s reach across a wide array of websites and apps. What does this mean? It’s simple. Your message reaches users interested in your products or services.

The Industry’s Most Comprehensive Paid Traffic Certification For The Post-Privacy World

Overcome iOS updates, crumbling campaigns, and surging ad costs by mastering the most cutting-edge media buying strategies from the top traffic experts in the game today.

Click here

But paid ads are no magic. It is all about the strategy and efforts you put into it. With careful keyword selection and demographic targeting, paid ads maximize visibility.

The beauty of paid campaigns is that they generate likes in its immediacy. It offers quick results, which drives potential leads to your website or landing page. 

The best part is that you can keep an eye on the metrics and adjust campaigns in real time. You can leverage an AI Ads generator to create compelling ads that will get you better results.

8. Chatbots

Chatbots can be your secret weapon when it comes to lead generation. Why? Because they provide instant and personalized interactions on websites.

As mentioned earlier, we live in a tech-savvy world. So, an AI-driven virtual assistant can engage visitors, answering queries, and guiding them through the initial stages of the sales funnel.

Your AI assistant can also collect user data and preferences. The immediate response and 24/7 availability can improve user experience. After all, if someone is there for you whenever you need them, it just makes you feel good!

9. Influencer Marketing

The influencer marketing industry is now at $21.1 billion, and it has only seen upward growth since it became popular in the recent decade. So, in this era when everyone relies on social media, influencers can help you reach your goals quite effortlessly.

Here, you partner with influencers whose ideologies resonate with your brand value. You use the trust and credibility these influencers have built within their niche and tap into their established audiences.

For instance, let’s say you are a skincare product. You can collaborate with a well-known influencer for an authentic endorsement. This type of social proof can do wonders.

By strategically partnering with relevant influencers, you can generate high-quality leads who are already interested in your products or services, making influencer marketing a powerful tool for B2C lead generation.

10. Webinars

When it comes to lead generation, webinars may be the last thing on your mind. But it’s time to give this idea some merit. 89% of marketers say that webinars perform better than other channels when it comes to producing qualified leads.

One of the reasons why it strikes the right cord is because it combines education and engagement. Hosting webinars positions your brand as an industry authority. When the quality of your webinar is high, it helps attract a targeted audience looking for valuable insights.

During your webinar, make sure you address queries in real-time. This instantly creates a direct and personal connection.

Also, attendees willingly provide contact information to access the event. It helps you with a set of engaged prospects for post-webinar follow-ups.

Bonus: Use Q & A Platforms Like “Quora”

Quora has over 300 million monthly visitors. You might have logged in too in search of a solution. We all do. However, the platform is still underestimated in marketing circles.

If you are wondering how Quora can help you, well, it helps businesses understand the audience’s problems by providing a space for users to pose questions and seek answers.

Let’s say, you are an agency. You come across a question about content marketing. Now, avoid fluff and advertisement-like content at all costs. Instead, be genuine and write authentic answers. In the end, direct users to your website. Do it strategically to convert a Quora user into a qualified lead.

Final Words

As a business owner, you already know how crucial lead generation is for you. But the key lies in choosing the right set of strategies that align with your business needs.

Remember, what works for business X may not work the same way for business Y. Lead gen is never a one-size-fits-all solution. That said, when you implement the top tips we have discussed in the above article, you are bound to make a mark.

The post Mastering Lead Generation in 2024: 10 Strategies to Propel Your Business Forward appeared first on DigitalMarketer.

In the fiercely competitive outdoor gear market, innovative marketing strategies are essential for brand growth and customer engagement. Among these strategies, giveaways stand out as a powerful tool.

They are more than just a means to distribute free products; they are a conduit for creating a lasting impression, fostering community engagement, and enhancing your brand’s image. Drawing on the principles of “4 Season Selling,” this comprehensive guide aims to provide professionals in any industry with a deep dive into the strategic planning and execution of effective giveaways.

Yes, the examples used are within the outdoor industry but this will work across the board. 

Understanding the Strategic Value of Giveaways

Giveaways go beyond the mere distribution of free items. They are a potent mechanism for generating excitement, building brand awareness, and fostering a sense of community among your audience.

The strategic implementation of giveaways can lead to increased brand loyalty, higher engagement rates, and an expanded customer base. However, the success of these initiatives hinges on their alignment with your brand’s identity and the interests of your target audience.

Establishing Clear Objectives

The foundation of a successful giveaway lies in its objectives. It’s crucial to have a clear understanding of what you want to achieve. Are you looking to increase brand awareness, drive traffic to your website, gather customer data, or perhaps introduce a new product line? The objectives you set will guide every aspect of the giveaway, from the choice of products to the promotional channels and the mechanics of participation.

Product Selection: Aligning with Brand Identity

The choice of giveaway products is a critical decision. These items should not only resonate with your target audience but also reflect the quality and ethos of your brand.

For instance, a brand known for its durable and high-quality camping gear might choose to give away a premium tent or a set of advanced camping tools. The products should serve as a representation of what your brand stands for.

Leveraging Influencer Partnerships

In today’s digital age, influencers play a pivotal role in shaping consumer preferences. Partnering with influencers who align with your brand’s values and appeal to your target demographic can significantly amplify the reach of your giveaway. This collaboration should be strategic, focusing on influencers who genuinely resonate with your brand and can authentically endorse your products.

Creative Mechanics for Enhanced Engagement

The mechanics of your giveaway should be simple enough to encourage wide participation yet creative enough to foster genuine engagement. Consider incorporating interactive elements like photo contests, where participants can showcase their adventures using your gear, or storytelling competitions that involve sharing outdoor experiences.

These approaches not only engage your audience but also provide you with content that can be leveraged in future marketing efforts.

The Importance of User-Generated Content

User-generated content is a goldmine for any brand. Encourage participants to share their experiences with your products, be it through photos, videos, or testimonials. This content is not only more relatable to potential customers but also serves as an endorsement of your products’ quality and appeal.

Optimal Timing and Comprehensive Promotion

Timing your giveaway to coincide with significant events, such as the launch of a new product line, a major outdoor event, or a seasonal change, can increase its impact.

Promote your giveaway through all available channels, including social media, email marketing, your website, and in-store displays if you have a physical presence. This multi-channel approach ensures maximum visibility and participation.

Adhering to Legal and Ethical Standards

It’s crucial to ensure your giveaway is compliant with legal regulations and ethical standards. This includes clear terms and conditions, proper handling of participant data, and adherence to platform-specific rules, particularly on social media. Maintaining transparency and ethical conduct not only protects your brand legally but also builds trust and credibility with your audience.

Analyzing Results for Future Success

Post-giveaway analysis is vital for understanding its effectiveness and for planning future initiatives. Evaluate key performance indicators such as participation rates, social media engagement, website traffic, and any subsequent changes in sales or customer inquiries. These insights will inform your future marketing strategies and help in refining your approach to giveaways.

Building Long-term Relationships with Customers

View your giveaway as the beginning of a long-term relationship with your customers. Engage with participants after the event, offer them exclusive discounts, invite them to join loyalty programs, and keep them informed about new products and initiatives. This continued engagement can convert one-time participants into loyal brand advocates.

When strategically planned and executed, giveaways can be a significant asset in the marketing toolkit of outdoor gear companies. They offer a unique opportunity to engage with your audience, enhance brand visibility, and drive business growth.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

It’s about creating an experience that connects with customers on a personal level, reflecting the adventurous spirit of the outdoor community.

Crafting a Narrative Around the Giveaway

Developing a compelling narrative or theme around your giveaway can significantly increase its appeal. For instance, if you are launching a new line of winter gear, consider a giveaway that emphasizes adventure and resilience in extreme conditions. This narrative not only makes the giveaway more interesting but also helps in creating a cohesive marketing message that resonates with your audience.

Integrating Social Responsibility

In the outdoor gear industry, social responsibility and environmental stewardship are often important to the customer base. Integrating these elements into your giveaway can enhance its appeal. For example, for every entry, you could commit to planting a tree or contribute towards conservation efforts. This not only incentivizes participation but also aligns with the values of your brand and your customers.

Utilizing Data-Driven Insights

Leverage data analytics to tailor your giveaway to the preferences and behaviors of your target audience. Analyze past engagement data, customer surveys, and market research to understand what excites and motivates your audience. This data-driven approach can greatly enhance the effectiveness of your giveaway.

Personalizing Customer Interactions

Personalization can significantly boost the impact of your giveaways. Use customer data to personalize communication, offering participants tailored recommendations or exclusive deals based on their interests and past purchases.

This level of personalization can create a more engaging and memorable experience for customers.

Creating a Seamless Digital Experience

In today’s digital age, ensuring a smooth online experience for participants is vital. This includes an easy-to-navigate giveaway page, clear instructions, and a straightforward entry process. A seamless digital experience reduces barriers to entry, encouraging more participants to engage with your brand.

Engaging with the Community

Community engagement should be a key component of your giveaway strategy. This can involve partnering with local outdoor clubs, organizing events, or engaging with followers on social media. Building a sense of community around your brand can enhance loyalty and turn customers into brand ambassadors.

Measuring Success Beyond Numbers

While quantitative metrics like participation rates and follower growth are important, qualitative aspects such as customer feedback, brand sentiment, and the quality of user-generated content are equally crucial. These metrics provide insights into the emotional impact and brand perception improvements that result from your giveaway.

Leveraging the Giveaway for Long-Term Brand Building

Consider the giveaway as a step in a larger brand-building strategy. The relationships and insights gained through the giveaway should be leveraged for long-term brand growth.

This could involve follow-up campaigns, targeted marketing initiatives, or loyalty programs designed to keep the participants engaged with your brand.

Innovating and Evolving

The outdoor gear market is constantly evolving, and so should your giveaway strategies. Stay abreast of the latest trends, technologies, and customer preferences. Experiment with new platforms, collaboration models, or giveaway formats to keep your campaigns fresh and relevant.

Reflecting on the Giveaway’s Impact on Company Culture

Finally, it’s important to reflect on how your giveaway aligns with and impacts your company’s culture. A successful giveaway should not only resonate with your customers but also with your employees. It should reflect your company’s values, mission, and vision, fostering a sense of pride and purpose within your team.

Final Thoughts

Giveaways, when thoughtfully executed, can be much more than a marketing tactic. They can be a powerful catalyst for brand growth, customer engagement, and community building. By keeping your objectives clear, aligning with your brand values, and continuously learning and adapting, your giveaways can become a cornerstone of your marketing strategy in the outdoor gear industry.

The post Maximizing Impact with Strategic Giveaways: Enhancing Brand Loyalty and Engagement appeared first on DigitalMarketer.

The Golden Brick Road

Listen up, marketing adventurers! We’re  back, this time to hand you the keys to a kingdom of knowledge that’s as vast as it is deep. 

Think of this as your express lane to marketing mastery…the sweet stuff.

The GPT Revolution

Early 2023 DigitalMarketer dropped Marketer Vision for GPT-4..and let me tell you, it’s like strapping a jetpack to your marketing strategies. 

Each version is a leap forward, making your predecessors look like they were riding tricycles. Stay sharp…this is the evolution you don’t want to miss !!

Exclusive Invitation: Unlock Your Special GPT Bonuses Now!

For the sharp and fortunate few, I’m revealing a treasure trove of special bonuses! 

These aren’t for everyone, only the keenest minds and the luckiest souls will get access to these extraordinary secrets and tools. 

If you’re reading this, you’re already ahead of the pack. Seize your advantage and claim your rightful bonuses, designed exclusively for the astute and the fortunate. 

Act now and be one of the select few to elevate your success.

Captain Habit Hack, Mastering the Habit of Habit Formation

Embark on a transformative journey with Captain Habit Hack, your guide to mastering the art of habit formation in the dynamic world of 2024 marketing. 

Imagine a habit as more than just routine..this is about embedding a powerhouse strategy into your daily world.

Aligning Your Deepest Wants to Skyrocket in Life and Business

( GPT’s are more limited than GPT-4, and getting full performance may require an extra regeneration. )

The Arsenal of Habit Formation:

Routine Reconnaissance: Identify small, impactful actions. These are your daily wins that compound into monumental success.

Strategic Scaffolding: Build your habits like a seasoned architect. Start simple, then escalate to complex strategies, reinforcing your foundation of success.

Feedback Finesse: Navigate adjustments like a captain steering through changing tides. Each tweak is a step closer to perfection.

Automation Alliance: Make consistency effortless. Integrate habits so seamlessly they become second nature, propelling you forward on autopilot.

Laughing with Logic, Meet Steven Wright Bot

Want a sidekick that’s as quick with a joke as it is with a meme? Steven Wright Bot is your guy.

Imagine having the wit of a stand-up comedian in your back pocket, ready to lighten the mood and engage your audience.

It’s not just fun… it’s strategic genius.

The Brilliant Benefits of Infusing AI with Humor

Meme Challenge

When posed with a meme challenge, Steven Wright Bot rose to the occasion with the simple prompt of the uploaded image itself. 

What resulted was nothing short of brilliance.

( GPT’s are more limited than GPT-4, and getting full performance may require an extra regeneration. )

Winner !! -( on the first try too!  fortune of GPT’s )

It’s easy to see how one can begin to appreciate the power of GPT’s.

The Value of Humor in Marketing:

Engagement Boost: Captivate your audience with humor that makes your message stick.

Emotional Connection: Forge deeper bonds by sharing a laugh, building brand loyalty and love.

Stand Out: Use wit to cut through the noise and make your brand the one they remember.

Viral Potential: Funny content is shareable content…get ready to go viral!

Complexity and Nuance: Navigating the subtleties of humor is tough for AI, but mastering it can mean a big payoff.

Risk and Reward: With great jokes come great responsibilities—avoid the pitfalls and reap the rewards.

The Ultimate Goal: Imagine AI that doesn’t just understand humor but creates it, transforming engagement.

Controlled Chaos of Creative Marketing

Ever dreamed of a marketing strategy so deliciously creative it feels like a trip to Wonka’s factory?

 We’re talking about ideas that pop, strategies that dazzle, and campaigns that leave your audience craving more. This is where imagination meets results.

Creative Campaigns Inspired by Fiction

( GPT’s are more limited than GPT-4, and getting full performance may require an extra regeneration. )

The Power of Wacky Marketing and Lateral Thinking:

Breaking the Mold: Dare to be different and watch your brand become the talk of the town.

Creative Sparks: Step out of the box and into a world of endless possibilities and fresh ideas.

Risk-Takers’ Reward: Embrace the unusual and discover the unique appeal that sets you apart.

Lateral Leaps: Sidestep the conventional and surprise your audience (and yourself) with brilliance.

Signature Style: Be bold, be quirky, and become unforgettable.

Capturing Magic: When you hit that creative jackpot, it’s not just luck; it’s strategy.

Consistent Innovation: Tools and tricks to keep the creativity flowing and the ideas fresh.

Marketer Vision GPT, AI Consultant Framework

Here’s the crown jewel, the secret weapon I promised Marketer Vision GPT. 

Think of it as your personal marketing oracle, deep and wide with knowledge, ready to tackle the nitty-gritty. 

This isn’t your average tool…it’s the heavyweight champion in a world of featherweights.

Super Power of Dynamic Real-Time Knowledge

Imagine an all knowing savant guiding you through the corpus of material.

( GPT’s are more limited than GPT-4, and getting full performance may require an extra regeneration. )

Instant Research & Knowledge for Campaign Building with DigitalMarketer Resources:

On-the-Spot Insights: Tap into a treasure trove of knowledge and turn data into decisions.
Strategy at Speed: From research to reality faster than ever before.
Diverse Toolkit: Broaden your horizons with a plethora of perspectives and tactics.
Stay Ahead: Ride the wave of the latest trends and tactics.
Seamless Integration: Enhance your campaigns with authoritative resources at your fingertips.
Tailored to You: Customize content to perfectly suit your brand’s unique voice and vision.
Edge of Excellence: Equip yourself with the knowledge to outshine and outperform.

In Short.
You’re smart, you get it. These aren’t just tools..they’re your ticket to the top.

Together, we’re not just riding the wave of innovation, we’re creating it.

Stay tuned, stay sharp, and remember, in this fast paced world, being quick on the uptake isn’t just smart…it’s essential.

Welcome to the future of marketing, where you’re always one step ahead.

Captain Habit Hack:
https://chat.openai.com/g/g-pHLJHkahf-captain-habit-hack
Steven Wright:
https://chat.openai.com/g/g-m7rrWldwZ-steven-wright-bot
Willy Wonka:
https://chat.openai.com/g/g-ewmm6KFQs-willy-wonka
Marketer Vision GPT:
https://chat.openai.com/g/g-5st5mADnq-marketer-vision

The post 2024 AI Marketing Frontier: GPT Wonderland Unveiled appeared first on DigitalMarketer.

Somewhere in the back of your mind, you probably remember reading at least one article saying that our attention spans are down to a “mere 8 seconds” — or “less than a goldfish”.

While it sounds catchy, it’s not that simple. It’s easy to jump to conclusions and get swept up in the clickbaity narrative, but the research on human attention spans isn’t so clear cut. 

In fact, some scientific studies seem to point in the completely opposite direction — humans have an enormous capacity for attention. 

Our Problem is Not Attention — it’s Distraction 

The core issue isn’t a lack of attention — it’s the multitude of distractions competing for our focus. The modern consumer’s attention hasn’t become scarcer, it’s just spread thinner.

The growing popularity of platforms such as TikTok, Instagram, and YouTube Shorts may give the impression that our attention span is declining. But the real issue is that we’re increasingly having to navigate a sea of rapid-fire, bite-sized, infinity well content that is algorithmically engineered to hook our interest.

You’ve Been Taught SEO ALL WRONG

Become a Certified Search Marketing Specialist and Start Boosting Your Sales by Attracting and Converting Your Ideal Leads Everywhere They Are.

Click here

In this environment, the challenge for brands and marketers isn’t simply to capture attention, but to hold it — and use narratives that rise above the clamor as an antidote to distraction.

Long-form Content isn’t Going Away

There’s a wealth of evidence suggesting that long-form content is not only surviving but thriving. 

Long-form articles are one example. They typically outrank shorter counterparts and are frequently rewarded with more social shares and links. This indicates that audiences are engaging with it, valuing it, and sharing it within their networks.

Podcasts, too, are more popular than ever with Australia leading the charge, recently having overtaken the US as the world’s biggest podcast-listening nation. Lengthy, detailed discussions are in our earbuds, consumed on our commutes and during our lunch breaks. This content isn’t bite-sized — it’s substantial, and its popularity is growing.

Anecdotal evidence further demonstrates this point. Look at the typical American viewer who is perfectly capable of devouring half a season of their favorite TV show in a single day. In a way, our binge-watching culture itself dispels the myth of an 8-second attention span.

Measuring Brand Engagement in Hours, not Minutes

When it comes to brand engagement, the playing field between long-form and short-form content isn’t level. Let’s compare a 30-second TikTok with an hour-long branded podcast: 

• A branded TikTok video of 30 seconds duration, with 10,000 views, and an average video completion rate of 62% creates 52 hours of consumer engagement.
• A branded podcast of 30 minutes duration, with 1,000 listens, and an average episode completion rate of 75% creates 378 hours of consumer engagement.

So at a macro level, effectively executed long-form content will generate exponentially more engagement than short-form content (and often, it can achieve these results at a fraction of the cost).

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

Let’s delve deeper into the data. We recently analyzed over 4.5 million consumed minutes of podcast performance data from 6 years of our client podcasts. We found that:

• The average completion rate of long-form branded podcast content was 75.54%
• The average listen duration per session was 22 minutes and 26 seconds

That’s 22 minutes of brand engagement at a time, per consumer, per listening session. It’s incredible when you compare that to producing some 20-second TikToks. And it’s much more brand depth than a 30 or 60-second ad spot on radio/TVC/pre-roll/etc.

Of course, short-form video and advertising have their place. These channels are great for generating awareness and reach, or even as a way to remind customers about your brand.

But for generating true engagement with your fans and customers, well-crafted long-form content reigns supreme.

The Secret Lies in Telling Compelling Stories

The truth is, people are capable of focusing intently on one thing for extended periods. But you have to craft something that is engaging and meaningful. 

For long-form content, great storytelling isn’t just an advantage — it’s a prerequisite.

I’ve seen first-hand that storytelling isn’t an innate skill for many brands; it’s an art that must be nurtured and developed. Creating content that not only draws in an audience, but also maintains their interest, involves understanding the audience’s wants and needs, the narrative structure, and weaving a compelling brand message into the medium.

Become a Certified Community Specialist

Learn how to develop meaningful relationships with your customers and automate the customer acquisition process.

Click here

That’s why when we work with a brand to launch and produce their podcast, we put extra effort into helping them unlock their storytelling potential. It takes time to learn how to craft narratives that don’t just sell a product or service, but instead build a meaningful connection with your customers and fans. 

When done right, great storytelling has the power to truly captivate an audience and transform brand-customer relationships. And nothing does this better than well-crafted long-form content?

The post Attention Spans are Shrinking, but Long-form Content Still Rules — What’s the Catch? appeared first on DigitalMarketer.

Search engine optimization is becoming incredibly challenging and unpredictable. As search engines are integrating generative AI and learning to surface more diverse results, creating a strategy to rank your pages in the top 5 takes a lot of trial and error.

Video marketing is almost equally challenging. Gone are the days when you had to invest in professional equipment and hire an editor to be able to create a video. These days anyone can create great videos at home and edit them using affordable software. The competition is insane.

So where is the opportunity here?

It’s in combining these two marketing channels.

Let me explain:

• Videos rank incredibly well in Google (they have their own sections in search results, so you are not competing with giants)
• Not many video marketers are optimizing their videos for organic Google search, so it is actually doable.

Video opportunities we are targeting here

Videos are very search-friendly if you optimize them the right way. In this post, we’re going to look at the ways you can optimize your videos on the top networks, YouTube and Vimeo, for increased search rankings and views.

When it comes to organic search, there are two distinct opportunities we are targeting here:

• Video rich snippets (these are usually earned when you embed your Youtube code on your page)
• Video carousels (or video packs): These are separate sections within organic search results, and they are pretty easy to capture. All you need is a traditional SEO.

Here is how to best optimize your videos on YouTube and Vimeo for better search rankings and increased views.

Titles

The title is one of the primary elements of optimizing your video for search as it is equivalent to the SEO title for the video page on YouTube and Vimeo. Therefore, the standard rules apply.

Keep it under 65 – 70 characters, including the main keywords you want it to rank for, and make it appealing for visitors to encourage more views. Think of your video title just like the headline for your blog posts – eye-catching and SEO-friendly! Keyword stuffing is not advised. Using ChatGPT to brainstorm better video titles is a great idea.

If you are using videos as a way to boost your personal reputation or the reputation of your business, be sure to include your brand name.

Descriptions

The description of your video is important for a couple of reasons. For starters, the first 160 characters count as the meta description for your video page on YouTube and Vimeo. While meta descriptions don’t necessarily help with rankings, they do come up in search results in both the major search engines and the networks’ own search results.

You’ve Been Taught SEO ALL WRONG

Become a Certified Search Marketing Specialist and Start Boosting Your Sales by Attracting and Converting Your Ideal Leads Everywhere They Are.

Click here

The descriptions also come up as a snippet when you share the video on Facebook and other social networks. This makes the description highly valuable for encouraging views.

As an added bonus, you can include links to your website in the video description. You just need to try to include your links earlier on in your description as most of the description gets cut off at a certain length on both YouTube and Vimeo, and visitors will need to click on the See More / Read More to see them if they are past that point.

Transcription

Is it important to say your primary keywords, name, and business name in a video? It just might be. YouTube automatically transcribes your videos. This means they can make search results for videos more accurate by indexing the video content itself.

On a side note, if you’re curious about any verbal ticks you might have while speaking during a video (like using a lot of um’s), they will be more noticeable in the interactive transcript.

Thumbnails

Take advantage of the ability to choose a thumbnail for both YouTube and Vimeo videos. A good thumbnail could encourage a view the same way a bad one could discourage a view, especially when your video is jumbled in with others in search results.

Embedding

If you want to increase your video views, allow your videos to be embedded. Better yet, add a Creative Commons license to them in the Advanced Settings on both YouTube and Vimeo. This will encourage more people to share them, and potentially increase the links to them as well. It is a good idea to use Youtube gallery plugins on your site to showcase your video content on your site.

Channel optimization

Many people will click on your channel to check out who is the video is coming from. So make sure it is optimized for those user journeys:

You’ve Been Taught SEO ALL WRONG

Become a Certified Search Marketing Specialist and Start Boosting Your Sales by Attracting and Converting Your Ideal Leads Everywhere They Are.

Click here

• Complete the about section of the channel
• Add your links
• Set up the “Welcome” video
• Add a Youtube channel header image
• Set up a channel @username so that it’s is easier to type. This tool is great for coming up with memorable names.

Pinterest

Take advantage of Pinterest for more than just image sharing. Pin your videos in order to increase traffic and views from Pinterest to your video content. As an added bonus, Pinterest will give you a link back to both the video and your YouTube / Vimeo channel.

Videos pinned from YouTube will automatically start playing when someone clicks on your pin. Videos from Vimeo will be pinned as the thumbnail image with the ability to click through to the video.

Analytics

Want to know what is working (or not) with your YouTube and Vimeo videos? Be sure to use the video insights to find out where your video has been linked or embedded, the keywords that drove traffic to your video, and much more.

Create a sales journey from each of your videos

Once your video starts generating views and interactions, you want those viewers to go to your site and engage with your sales funnel. So keep that in mind when creating and uploading your videos to Youtube or Vimeo:

• Mention your product or service in the video content
• Use end cards with your contact details and QR codes to direct people to your site. Using IVR technology will help you funnel these calls better, that’s what we were doing.
• Include important links in the video description (and invite your viewers to check the description below the video to click the links)

Make sure to use URL parameters to segment traffic from Youtube and Vimeo. This way you can clearly see the source of each lead and personalize your follow-ups. Using CRM solutions will make segmenting your traffic easier.

Using the strategy above, we were able to create a powerful traffic generation strategy in which video was the second most effective channel for us!

Snowball effect

Videos with a lot of views tend to rank higher than others. Therefore, part of your optimization strategy should be focused on getting more views of your videos. Promote your videos just like you would your blog content. Share them on social networks, include a link to them in your email newsletter, create a blog post around them, or even create a page on your website devoted to all of your videos.

The more views you receive, the better your video will rank in search results within the video networks. As you receive more views, you will receive more shares, embeds, and links back to your video from other websites. Thus, the video’s ranking in main search engines will increase as well.

So as soon as your videos start generating clicks from Google, they will start ranking better on Youtube as well, so you will have more and more visibility for your video content.

This strategy will work even better if you collaborate with Youtube influencers to publish your videos to their channels in the form of interviews or podcasts. This way Youtube will learn to associate your name and content with popular Youtube creators, so your videos will show up in more recommended videos. Hari Ravi is a great example of implementing this strategy well.

Inexpensive Ways to Make Videos

Excited about the possibilities of creating videos, but not sure how to get started? Here are some quick ideas of ways to create a video without having to spend a lot on professional recording hardware or software.

• Host and record live videos on Youtube, Facebook, or Instagram. Gain extra views by inviting industry experts for regular panel discussions to capitalize on searches for their names.
• Record interviews on Skype or Zoom.
• Use Screenflow or Camtasia to record screencasts and tutorials.
• Use tools like VideoScribe to create animated videos.
• Ask customers to make quick testimonials at your business, at conferences, or other places you interact with them.

Ready to take your content marketing to the next level? Then video marketing combined with organic search optimization is the answer.

The post Rank Higher and Capture Leads with Video SEO appeared first on DigitalMarketer.

You know that eerie moment when you’re halfway through an article or ad and you realize – “Hold on a second, a human didn’t write this. An AI did!”? We’ve all been there. It’s a bit like biting into a juicy apple, only to realize it’s made of plastic. 

Sure, we’ve got AI now – it’s pumping out content faster than a popcorn machine at a movie theater. But truth be told, a lot of AI content lacks the warmth, the humor, the “je ne sais quoi” that makes us human. That, my friends, is the puzzle we’re facing in today’s marketing world. 

But here’s the kicker: with just a bit of human editing and smart prompting, AI content can transform from simply good – to indistinguishable from top human writers. That’s the sweet spot we’re aiming for, and that’s exactly what we’re going to explore in this conversation.

Understanding the Limitations of AI-Generated Content

Before we delve into the nitty-gritty of why human editing is crucial, it’s essential to understand why AI can’t go at it alone. Let’s unpack the limitations of AI-generated content.

Overestimation of AI Capabilities in Content Generation

As AI’s popularity in content generation grows, there seems to be an overestimation of its capabilities. It’s easy to get drawn into the allure of automation, the promise of churning out article after article without so much as lifting a finger. However, AI is not some magical wizard that spews out flawless, engaging content at will.

AI writing tools are excellent at structuring information, spotting trends, and even using natural language processing (NLP) to mimic human-like text. But they lack the nuances, context understanding, and creativity inherent in human writers.

They can’t grasp emotions, humor, sarcasm, or cultural references the way we do (at least not yet), leading to content that, while technically correct, often feels flat and uninspiring.

The Risks of Factual Inaccuracies and Low-Quality Content

One of the most significant risks with AI-generated content is its potential for factual inaccuracies and low-quality output.

While AI tools can pull in data from numerous sources, they lack the human ability to discern between reliable and unreliable information. This can lead to content peppered with misleading or outright false information, damaging your brand’s credibility.

While these tools can spin sentences using complex language models, the final result often lacks the cohesion, logic, and flow that readers expect from high-quality content. This can lead to content that’s not only unengaging but also confusing for readers, impacting your brand’s image and authority.

While these inaccuracies might be minor nuisances in some fields, they can have devastating effects in others, particularly in “Your Money Your Life” (YMYL) niches. YMYL content refers to information that, if presented inaccurately, incorrectly, or deceptively, could directly impact a person’s health, happiness, safety, or financial stability. Think of content related to health advice, financial planning, or legal matters.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

For instance, let’s consider the healthcare industry. Imagine an AI tool writes a blog post on managing diabetes but misinterprets the data it was fed and suggests a dangerously high dosage of insulin. If a reader were to follow this advice, it could result in severe health complications or even death. This is an extreme example, but it underscores the potential risks of unverified AI-generated content.

Content Velocity Vs. Content Quality: Striking the Right Balance

In the world of digital marketing, there’s often a tug-of-war between content velocity and content quality. While it’s tempting to publish content at a high frequency to keep up with competitors and maintain online visibility, it’s a delicate balancing act that could backfire if not managed appropriately.

The Dangers of Prioritizing Content Velocity Over Quality

Imagine you’re a reader, faced with a stream of new articles every day from a particular brand. Initially, you’re impressed by their prolific output. But as you read through the pieces, you notice a recurring trend – the articles are filled with convoluted sentences, factual inaccuracies, and offer little to no value. Would you continue to trust this brand?

The point here is simple – prioritizing content velocity over quality can be a dangerous game.

While it might offer short-term gains in terms of visibility and perhaps even click-through rates, in the long run, it’s likely to harm your brand’s reputation and reader trust. It could also lead to lower engagement rates and increased bounce rates, as readers quickly exit your content if they find it low in quality or relevance.

The Continued Importance of Quality Content for Ranking and Authority

In contrast, high-quality content continues to be a pillar of digital marketing strategy, and for a good reason. Well-researched, accurate, and engaging content appeals to both your target audience and search engines. Google’s ranking algorithm, sophisticated as it is, rewards quality content that provides value to readers.

Beyond SEO, quality content builds authority. It positions your brand as a trusted expert in your field, a source of reliable information and insights. This can lead to higher engagement, increased conversions, and brand loyalty.

The Role of Human Editing in Enhancing AI-Generated Content

Integrating AI into your content creation process doesn’t mean human involvement becomes obsolete. Quite the opposite. It’s in the merger of AI capabilities with human skill that the magic happens.

My Experience with AI and Human Editing

As a seasoned digital marketer, my journey with AI has been enlightening, to say the least. I’ve seen firsthand how AI can simplify the content creation process, taking care of the heavy lifting by producing multiple drafts in a fraction of the time it would take a human.

Yet, there is something innately human about the act of writing, a subtlety and nuance that AI, for all its capabilities, can’t quite replicate. So, I’ve learned to work alongside AI, using it as a tool to augment and speed up my content creation, not completely replace it.

Every AI-generated piece I work on goes through a thorough human editing process. I infuse the AI output with a human touch, refining the language, ensuring factual accuracy, and most importantly, crafting a narrative that resonates with readers on a deeper level.

Estimation of Editing Required in AI-Generated Content

Now, you might wonder – “Isn’t that too much work? How much editing does AI-generated content need, anyway?” The answer is – it depends. Some pieces come out surprisingly well-formed, requiring only minor tweaks and polish. Others might need a more substantial overhaul to ensure they meet the desired quality and resonate with the target audience.

My rule of thumb? Consider spending around 40-60% of the total content creation time on editing and refining AI-generated output.

This isn’t a rigid number but more of a guideline. It emphasizes the need to dedicate significant time to the human element, ensuring that every piece of content you put out aligns with your brand’s voice, meets quality standards, and provides genuine value to your readers.

Google’s Perspective on Quality Content

Google’s mission is to “organize the world’s information and make it universally accessible and useful.” This mission directly impacts how they evaluate and rank content. So, what does Google consider “quality content”?

Effective Communication with Target Audience

One of Google’s core principles in evaluating content quality is how effectively it communicates with the target audience. Simply put, your content needs to resonate with the people for whom it’s intended.

While SEO techniques, like optimizing your content with Latent Semantic Indexing (LSI) keywords and links, play a crucial role in enhancing visibility, they’re not the be-all and end-all. In fact, an overemphasis on keyword density at the expense of readability and relevance can backfire. Google’s algorithms have grown incredibly sophisticated and can penalize ‘keyword-stuffed’ content that doesn’t offer genuine value to the reader.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

So, how should you approach this? First, strive to thoroughly understand your audience’s needs, interests, and pain points. Then, craft content that addresses these aspects in a meaningful, engaging, and accessible way.

This effective communication gives your readers the sense that you are an authority on the subject, which can enhance your website’s trustworthiness and authority.

Engaging content can increase the average session duration, a significant ranking signal for Google. In other words, the more valuable your content is, the longer users will stay on your page, which in turn signals to Google that your content is useful, pushing it higher in the search results.

Providing Value and Establishing Authority

Another critical aspect in Google’s quality content equation is the value your content provides. Are you offering new insights, or are you simply rehashing what’s already been said a thousand times? High-value content tends to be original, in-depth, and relevant, directly contributing to a positive user experience.

Lastly, Google pays attention to authority. It trusts content from sources that consistently provide accurate, trustworthy, and valuable content. Earning this authority isn’t about being the loudest or publishing the most content. It’s about demonstrating your expertise and reliability over time.

Let’s look at it this way – If your content was a person, Google would want it to be a knowledgeable friend who speaks clearly, offers genuinely helpful advice, and is trusted by others.

Achieving this in an AI-dominated content landscape requires the human touch – an understanding of the audience’s needs, the creativity to offer unique insights, and the ability to build genuine connections. Taking the time to go the extra mile will make your content stand out in an ocean of AI content.

Finding the Right Editor for AI-Generated Content

Just as every artist needs a discerning critic, every AI-driven content strategy needs a sharp, skilled human editor. But what does it take to edit AI-generated content? And where can you find such talent?

Key Skills Required in an AI Content Editor

When it comes to editing AI-generated content, traditional editing skills are just the start. Of course, a solid grasp of grammar, style, and punctuation is necessary. However, AI content editing demands more.

One key requirement is a knack for spotting and fixing AI-specific errors. Sometimes, AI content can be a little ‘off’ – oddly structured sentences, incorrect facts, or phrases that just don’t quite make sense. A good AI editor needs the sharpness to catch these issues and the skill to fix them while maintaining the overall flow of the piece.

Equally important is the ability to infuse a human touch. A skilled AI content editor can take an AI-generated piece and give it life, weaving in a compelling narrative, adding emotion, and tailoring it to the target audience.

Finally, the right editor is adaptable, able to work with various AI tools and tweak their editing approach based on the specific outputs of different AI models.

Platforms to Source Content Writers and Editors

So where can you find these AI-savvy human editors? There are several online platforms to tap into:

• Freelance platforms: Websites like Upwork, Freelancer, and Fiverr are teeming with freelance writers and editors. You can post your requirements and invite freelancers to apply, or you can directly approach freelancers whose profiles match your needs.
• Content creation agencies: These are companies that specialize in producing and editing content. While they can be pricier than individual freelancers, they often provide a more comprehensive service, which can include content strategy, SEO optimization, and more.
• Online networks: Websites like LinkedIn and Facebook can be a good source of professional writers and editors. Look for individuals with a proven track record in content creation and editing, and preferably, experience with AI-generated content.

The Process of Humanizing AI-Generated Content

Leveraging AI for content creation presents a unique blend of challenges and opportunities. As we’ve established, a key part of this is infusing the ‘human touch’ to ensure the output doesn’t read like it was churned out by a machine. So how does this process work?

Starting Point: Generating AI Content Outline

The journey of humanizing AI-generated content begins with feeding the AI the necessary information it needs to know. Contrary to common misconceptions, AI is not an all-knowing entity. The quality of the content it creates is directly tied to the quality and depth of the information it’s given.

The human editor plays a crucial role here. They ensure that the AI is primed with a thorough briefing and all the necessary context about the topic at hand. From the intended audience to the key points to cover, the AI is equipped with all the requisite details.

Following this, the AI takes the baton and creates the initial content outline. This AI-produced blueprint forms the basis of the content piece, setting its direction and flow.

However, the editor’s job isn’t done yet. They need to review the AI-generated outline carefully, ensuring it is comprehensive, logical, and aligned with the content’s goals.

Only after this careful examination and potential refinement does the AI proceed to flesh out the content. This process ensures the AI-generated content starts on the right footing and stays on track as it evolves.

Section-by-Section Review and Reprompting

Once the initial AI-generated content is ready, the human editor steps in for the next phase – a detailed, section-by-section review. Here, the editor critically reads through each part, reprompting the AI tool wherever necessary.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

Is the AI providing a relevant response? Is it capturing the nuances of the topic? Is it staying within the desired tone and style? If the answer is no, the editor reprompts the AI, tweaking the instructions to guide the AI towards a more desirable output.

Fact-Checking and Surgical Editing for Final Refinement

The final stage of the humanizing process is fact-checking and surgical editing. Here, the editor verifies the AI’s data and cross-references it with reliable sources to ensure the content is accurate.

Any factual inaccuracies are corrected, and the content is fine-tuned. Grammatical errors are rectified, awkward phrases are reworked, and an overall polish is given to the content, enhancing its readability and engagement factor.

Through these steps, the AI-generated content is transformed. It becomes not just technically correct and informative, but engaging, valuable, and ‘human.’

The Benefits of Combining AI and Human Editing

In the world of content creation, combining AI and human editing is a match made in heaven. But what specific benefits does this union bring? Let’s dig in.

Saving Time and Improving Efficiency

The first major benefit is a significant boost in time efficiency. AI is lightning fast. It can generate a draft in the time it takes a human writer to finish their morning coffee. This speed frees up a huge chunk of time that would otherwise be spent on writing, allowing editors and content teams to focus more on strategic tasks.

AI doesn’t suffer from writer’s block or fatigue. It can churn out content consistently, helping maintain a steady content output.

That’s not all. Editing AI-generated content is often faster than editing human-written content. Why? AI tends to make predictable, patterned mistakes. Once editors get the hang of them, correcting these errors becomes quicker and easier.

Achieving Complete Topical Coverage

Expanding the depth and breadth of your content to cover a topic comprehensively is a proven strategy for establishing authority and improving your search engine rankings. Here, AI and human editing work together like a well-oiled machine.

AI, with its ability to generate content swiftly and at scale, can help you achieve broad topical coverage faster. It can produce multiple pieces around a core topic, covering various subtopics, and creating a web of interconnected content. This, in turn, positions your website as a comprehensive source of information on a specific subject.

However, the speed and scale of AI-generated content could potentially lead to compromised quality standards if not properly managed. This is where human editing steps in. Editors ensure that each AI-generated piece of content is accurate, engaging, and offers real value to the reader, aligning with Google’s perspective on quality content.

Ensuring High-Quality, Humanized Content

The AI-human combination isn’t just about speed and efficiency. It’s also about quality. While AI is great at producing quick drafts and covering topics extensively, it often lacks the human touch that makes content relatable and engaging.

That’s where human editors step in. They transform AI’s technically correct but often sterile output into something rich and engaging. They add warmth, emotion, and narrative flow, turning a plain piece into a compelling read.

Human editors ensure factual accuracy, maintain the brand’s voice, and optimize the content for SEO. All these are areas where AI still has room for improvement.

How to Implement These Tips

Now that we’ve discussed the ‘why’ and ‘what’ of humanizing AI-generated content, let’s dive into the ‘how.’ How can you put these insights into practice?

Identifying Suitable AI Content Generation Tools

The first step is choosing the right AI content generation tool. There’s a myriad of options available, each with their strengths and weaknesses.

Your selection should depend on your specific needs. What type of content do you produce most often? What’s your budget? How much content do you need to produce?

Some tools are excellent at generating short-form content like social media posts, while others excel at long-form content. Some are geared towards creative writing, others towards SEO or technical writing. Research different options, use free trials, and find the one that fits your needs the best. 

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

Plain ol’ ChatGPT is a great place to begin if you would rather not pay to use a third party software.

Finding and Collaborating with Skilled Content Editors

You need skilled content editors who can humanize AI-generated content. Look for editors with a knack for storytelling, an eye for detail, and a deep understanding of your brand and audience. They should also be comfortable with AI tools and eager to learn and adapt.

But finding good editors is just part of the equation. You also need to foster a strong collaboration between your AI tool and your editors. Set clear expectations, establish communication channels, and encourage feedback and learning from both sides.

Consistently Reviewing and Improving the Editing Process

Don’t set it and forget it. Regularly review and tweak your editing process. Solicit feedback from your editors, watch for patterns in the AI’s errors, and continuously improve your briefings and editing guidelines.

The more your editors work with it and correct it, the better your editing processes will become.

With these steps, you’re all set to leverage AI for content creation while ensuring top-notch quality. But remember, the world of AI is fast-evolving. Stay curious, stay flexible, and continue to learn and adapt.

The post The Future of Marketing: Harnessing AI with a Human Touch appeared first on DigitalMarketer.