Mehler Systems ist europäischer Marktführer bei Trage- und Schutzausrüstung für Polizei, Militär und Spezialkräfte. In den vergangenen Jahren komplettierte das Unternehmen sein Portfolio um zahlreiche Marken, die in ihren Bereichen Reputation besitzen und daher ihre Eigenständigkeit behielten. Die Aufgabe nun: Mehler Systems sollte als starke Konzernmarke positioniert werden, die Präzision, Qualität und Innovationskraft vermittelt und […]
Source:: designmadeingermany.de
What will search marketing and search engine optimization (SEO) look like in 2024 — as generative AI and other factors continue changing the landscape of one of the primary technologies B2B brands use to be found and to help answer key questions?
We’ve gathered B2B search marketing insights from both industry experts and our own team, and are happy to present our annual look at SEO predictions and search trends for 2024.
When I first went online nearly 40 years ago in 1984 operating a 300-baud bulletin board system, it would be six years before Archie’s FTP site search arrived in 1990, followed three years later by Excite and the other early web search engine innovators, and if there’s one aspect of search that has remained constant throughout the ensuing four decades, it’s been never-ending change.
The search marketing landscape has always been one of rapid changes, and keeping up-to-date with ever-shifting SEO machinations and technical search intricacies can be more than a full-time job for top B2B SEO professionals. Luckily, for 2024 we’ve got a wealth of SEO insight from some of the world’s leading search subject matter experts that you can use to hit the ground running as a new year of search unfolds.
Let’s jump right in and see how top search marketing practitioners expect 2024 to change the way brands do business, and why it’s shaping up to be a year unlike any other for search.
Aleyda Solís
Founder& International SEO Consultant, Orainti
In 2024 I expect that:
“In 2024 I expect that showing clear signals of real human authorship, experience and authority becomes a must for content to rank well across any vertical.” — Aleyda Solís @aleyda
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Barry Schwartz
CEO, RustyBrick
Founder, Search Engine Roundtable
AI is all the craze and it will continue to evolve and big a very big deal in 2024, as it was in 2023. It will be interesting to see how content generation using AI will adapt in 2024 and if Google Search will deal with it next year. No real big shocking prediction from me, I think everyone will agree, it is all about AI.
“It will be interesting to see how content generation using AI will adapt in 2024 and if Google Search will deal with it next year.” — Barry Schwartz @rustybrick
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Krista Neher
CEO, Boot Camp Digital
It is called search engine optimization, not search engine creation. Too many SEOs focus on search engines while every other aspect of user experience or strategy takes a back seat. The idea should be to create content, website experiences, etc., for users and optimize them for search engines. We don’t create for search engines and optimize for humans. SEOs tend to be very technical and tactical based on the guidance from Google.
As search engines get smarter and look at more robust signals, user experience is playing a greater role. Updates and guidance from Google for years have shown a strong focus on user experience and signals. Focus more on optimizing for users and their experiences while optimizing for search engines, and you’ll have a long-term strategy.
“As search engines get smarter and look at more robust signals, user experience is playing a greater role.” — Krista Neher of @BootCampDigita
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Ralf Schwoebel
Founder, metadist.de
Traffic generation as the headline of the industry (to which SEO is also assigned) is getting more finely divided by the years. Additional devices — from smartphones to smart-TVs and maybe voice-activated AI gadgets — change our way of content consumption. The coming year will add more channels and more potential traffic in various corners of the web and our industry will follow these traffic sources.
We will see more emphasis on vertical channels like TikTok, YouTube or Snapchat, which run their own algorithm that can be worked — just like many do on Amazon. More clients will come with applications to us — the SEOs — to make those accessible to “search” or to be better presented in those channels. From AI-plugins to 3D VR apps for various headsets, the coming year will only broaden the potential touchpoint to the searcher, and “user engagement” will one of the most-used buzzwords.
“2024 will add more channels and more potential traffic in various corners of the web and our industry will follow these traffic sources.” — Ralf Schwoebel @orgaralf
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Seth Epstein
Analytics Director, TopRank Marketing
Search engines will continue to take steps towards providing a more personalized and useful search experience with search generative experience (SGE), while navigating the pressure to balance user experience (UX) with monetization and properly giving credit to the content contributing to search results. New specialties in paid search and SEO will develop as SGE results gain a larger share of search results. Analytics teams will be tasked with providing more context to paid and organic search channel performance, as it’s yet to be seen how SGE will impact the steady traffic that many sites currently rely on. Agencies should be prepared for flexibility in their scope of work, ensuring clients have clarity and confidence about the possibility of a strategic shift if necessary.
“Agencies should be prepared for flexibility in their scope of work, ensuring clients have clarity and confidence about the possibility of a strategic shift if necessary.” — Seth Epstein @SrirachaForAll
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2024 will see B2B marketers taking SEO and search marketing into a new year filled with more AI challenges and opportunities than ever — especially for B2B brands — and although the insightful predictions we’ve examined here from Aleyda, Barry, Krista, Ralf, and Seth are sure to play out in altogether new and sometimes unpredictable ways, they can also help shape your organization’s own SEO efforts in 2024 and beyond.
Thanks to all of the top search industry professionals who contributed trends and predictions to our annual look at the year ahead in SEO.
To learn more about B2B search marketing, check out these addition recent resources we have published:
Search is only one facet of a well-rounded B2B marketing strategy, yet one that plays an important role in campaigns that attract, engage, and convert. Find out why firms including Adobe, LinkedIn, SAP, Dell, 3M and others have chosen to work with TopRank Marketing — drop us a line.
The post Top B2B Expert SEO Trends & Predictions for 2024 appeared first on B2B Marketing Blog – TopRank®.
Source:: toprankblog.com
2024 will see generative AI touching more areas of our lives, but where will it have the most profound impact within B2B influencer marketing?
We asked 10 top B2B influencer marketing subject matter experts to share their insight specifically about the role AI is expected to play in 2024 when it comes to influencer marketing in the business world, further expanding on the overall influencer marketing expertise each shared in our comprehensive new 2023 B2B Influencer Marketing Report, which our CEO and president Donna Robinson recently announced.
75 percent of B2B marketers are investing in influencer marketing, with 93 percent planning to use B2B influencers even more during 2024, according to recent Ogilvy data which we covered in our “5 Winning Ways To Personalize Content With B2B Influencer Marketing.”
When it comes to AI, 60 percent of B2B brands that have achieved the highest levels of success with influencer marketing have said that they use AI to assist with the identification and selection of the most relevant influencers, with 66 percent using AI technology to help with performance tracking, according to our report data.
The use of AI is one of the key differentiators among the most successful B2B influencer marketing programs, as our senior content marketing manager Joshua Nite recently explored in “The 7 Features of Highly Effective B2B Influencer Marketing Programs.”
With the use of AI technology within B2B influencer marketing poised to play an even greater role in 2024, let’s take a look at the specific areas where 10 leading B2B influencer marketing experts see generative AI flourishing in the coming year.
Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn
AI’s advancements in language and image generation are set to reshape influencer marketing. While synthetic influencers offer brand consistency, the true game-changer lies in large language models like ChatGPT. With their vast knowledge from the public web, they provide insights surpassing any human expertise. These models can filter influencers by specific criteria, such as emphasizing BIPOC voices. By merging custom databases with AI, brands gain targeted influencer insights. As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.”
“As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.” — @cspenn
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Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares
AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.”
“AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.” — @RyanBares
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Jen Holtvluwer
Digital Enterprise Sales
Microsoft
@JenHoltvluwer
Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.
“Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.” — @JenHoltvluwer
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Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner
GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it’s vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.
“GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it’s vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.” — @JanineWegner
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Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk
AI personas may emerge as future influencers, especially with specialized LLMs. While AI’s initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.
“AI personas may emerge as future influencers, especially with specialized LLMs. While AI’s initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.” — @svengelsk
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Justin Levy
Influencer Marketing Expert & Keynote Speaker
@JustinLevy
AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand’s voice, optimizing influencer collaboration.
“AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand’s voice, optimizing influencer collaboration.” — @JustinLevy
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Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo
It’s not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.
“It’s not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.” — @JayAcunzo
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Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham
AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.
“AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.” — @UrsulaRingham
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Kevin L. Jackson
CEO
GC GlobalNet
@Kevin_Jackson
AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions. This technology also drives the importance of B2B influencer multi-channel marketing. Video, audio, and text-based communication conduits delivers information based on each individual’s preference. Ease, convenience, and choice are all critical differentiators in today’s market.
“AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions.” — @Kevin_Jackson
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Pam Didner
Vice President
Relentless Pursuit
@PamDidner
There is an app for everything. Eventually, there will be an AI for everything. iPhone App Store was launched in July 2008. It reached 1M apps in November 2014. Since the launch of ChatGPT, there have been many AI-based applications leveraging ChatGPT, GPT 4, and Dalle 3 to create text, graphics, and other forms of generative AI. We will see more and different forms of AIs to service the different needs of job functions.
“There is an app for everything. Eventually, there will be an AI for everything.” — @PamDidner
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As these expert observations Christopher, Ryan, Jen, Janine, Paul, Justin, Jay, Ursula, Kevin and Pam show, 2024 will be a watershed year for the use of AI in B2B influencer marketing.
We offer many thanks to each for sharing their helpful insight on what the future holds for AI within B2B influencer marketing.
You’ll find much more about the future of AI and B2B influencer marketing and their combined power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.
The post Integral AI: 10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024 appeared first on B2B Marketing Blog – TopRank®.
Source:: toprankblog.com
Im Sommer 2021 wurde Dortmund durch »Dortmund Kreativ“ mit insgesamt hundert multidisziplinären, künstlerisch-kreativen Interventionen bespielt. Dinge, Bilder, Musiker*innen und Künstler*innen tauchten auf und verschwanden wieder. Die Stadt verwandelte sich in einen Kunst- und Erlebnisraum. Entstanden ist eine visuelle Identität zum mitnehmen. Würfel können als Hocker, Tische oder Dekoration leicht transportiert werden, Fahnen markieren schon von […]
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Corporate Identity und Website für die LAG Gewaltfreies Zuhause Sachsen e.V. und die dazugehörige Fachstelle häusliche Gewalt. Zum Projekt gehörten die Modernisierung des Logos und das entwickeln verschiedener Logovarianten für diverse Anwendungszwecke und Medien, die Entwicklung einer Coporate Identity sowie die Konzeption, Gestaltung und Programmierung der Website. Ziel war eine barrierefreie, schnell zugängliche und gut […]
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