The processes to improve the visibility of web pages in the organic results of search engines (known by the acronym SEO, search engine optimization) and the strategy for creating and distributing relevant material for companies in the media or social networks (content marketing) will not be the only reference scenarios in the coming year.
Analysts argue that far-reaching transformations are also taking place in the so-called SEM (acronym for search engine marketing). This name covers campaigns, preferably paid, in Internet search engines, especially Google, to get advertisers to appear in the best positions.
Experts such as Neil Patel, co-founder of the company NP Digital, add that advertising on the web will continue to experience "disruptive changes" in 2023 and next year. He points out a couple of factors that help to understand this phenomenon: the blocking or restrictions of ads that are not really interesting to surfers and the intervention of artificial intelligence.
As for the second trend, remember how common it is today to use these automatic systems to create and distribute various types of promotional artifacts. In this context, firms such as NP promote surveys among highly authorized voices in the sector to anticipate the movements that will reconfigure it in the short term.
Thanks to a questionnaire distributed among a thousand American professionals, it can be concluded that even Google is moving away from the cookies of other companies to collect consumer data. Until now, these small pieces of text sent to browsers from visited sites have allowed information about these queries to be remembered.
Similarly, another source of problems for agencies and brands is the new privacy features promoted by device manufacturers such as Apple. Back in 2021, these rules limited the amount of detail apps can get from users, forcing you to ask people for explicit permission. This environment has forced strategists and creatives to sharpen their wits…and pay more money than ever before to satisfy their clients.
