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Is Digital Marketing Going to Be Saturated in 2022? - YouTube
Channel: Neil Patel
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- Everyone is doing digital marketing,
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especially after the pandemic.
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Hey everyone, I'm Neil Patel
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and today I'm going to break down
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if digital marketing is going
to be saturated in 2022.
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(cheerful electronic music)
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Before we get started,
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make sure you subscribe to this channel
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and if you're on YouTube,
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click the alert notification.
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Global digital ad spend will
reach $380 billion in 2021.
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Now, it's going to even
go up more in 2022,
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2023, and et cetera.
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While worldwide digital ad spending
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achieved a modest 2.4% increase in 2020,
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it's expected to shoot up 70% in 2021,
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according to eMarketer.
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US social media ad spend
reached $43 billion in 2020.
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Now, I know that's past now, but still,
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that was a 20% increase from
2019, according to eMarketer.
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The answer is,
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it's going to be the most
saturated environment ever
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in the history of digital marketing.
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Look, I promise you one thing
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I'm going to present to you
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with the way you can
differentiate yourself
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so that way you can
succeed in 2022 and beyond.
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So here's how.
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First off, if you think about content,
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there's roughly 1 billion blogs.
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There's over 1.8 billion websites.
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That means there's roughly one
blog for every seven people.
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You've heard me say that before.
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Do we really need more content?
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No.
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Did you know for the term auto insurance
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in the United States,
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there's less than
200,000 monthly searches,
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but yet over seven billion results!
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That's seven with a B.
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That's not an M, B for billion.
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There's not even seven billion
people in the United States.
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There's more pages in the
United States in English
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for the term auto
insurance indexed by Google
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than the whole population
of the United States.
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Heck, it's close to the
population of the whole world.
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That's one page for every single person
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that needs auto insurance
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just if you take the US-based pages.
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What happens if you take
all the global pages?
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Again, more content than
the amount of people.
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So the issue you have is
there's too much content
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and you won't do well
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if you create the same
regurgitated content.
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So how do you differentiate
yourself with content?
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Use steps. Use data.
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Mix in your own story.
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Talk about your experiences.
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See, people want a fresh perspective.
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If you don't give them
a fresh perspective,
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you're not going to do well.
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You're just going to be the same old stuff
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that everyone else is saying.
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And if you can't create
a fresh perspective,
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don't write that content piece
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unless you have tons
and tons of authority,
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which most people don't.
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The second way to differentiate yourself,
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I want you to spend more
time updating your content
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than writing new content.
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I write one blog post a week.
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That's it! One.
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That's roughly four a month.
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Did you know my team spends more time
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writing content than me?
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They're not writing new content
and publishing blog posts.
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That's what I do. I enjoy that.
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You know what my team's doing?
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They're taking all my old
articles from a year ago,
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two years ago, five years
ago, and they're updating it.
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They update over 100 articles a month.
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So for every four articles I'm writing,
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they're updating over 100 old articles.
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In essence, they're spending
25 times more than me
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updating content than I
am writing new content.
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As I mentioned,
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there's more content
than we need on this web,
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so if you update your content,
you're going to rank better
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because Google wants to
keep ranking fresh content
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over stale content.
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The third way to differentiate
yourself, influencers.
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If you look at influencer
marketing, it's a rave,
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it's a craze, it's
booming, it's here to stay.
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Michael Jordan, Nike shoes,
great example of this.
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Nike. Jordan.
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Boom, you got a multi-billion
dollar business.
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Kylie Jenner, Kylie
Cosmetics, makeup industry.
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Boom, you got a billion-plus
dollar business.
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And I can keep going on and on
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how influencers have been used over time
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to help generate more sales for companies.
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Beats, Apple bought that
company, Beats By Dre.
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Everyone knows Dr. Dre
in the music industry.
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They're like, you know
what, we trust his sound.
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We trust his beats.
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We trust the bass.
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I don't know too much about music,
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so I don't know if it's beats or bass,
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but you get the point.
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And if you think about it,
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adding an influencer to a
brand helps blows things up.
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Tom Brady. FTX.
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You see Tom Brady in FTX commercials.
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You see LeBron James in Tonal commercials.
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You know, Tonal, the fitness machine
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where you have machine-based
dumbbells or electric weights?
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That's the power of influencers.
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If you can combine influencers
with your marketing,
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you'll notice that your
conversion rate goes up.
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If you don't have a big
budget for this, no worries.
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Pick up your phone, sign up for Cameo,
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pay one of those
influencers to say something
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about your business.
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And what I want you to
do is then take that
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and use it for a testimonial.
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Use it to push your product,
assuming they approve it,
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but most times they do
and it's dirt cheap.
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Great way to boost your conversion rates.
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The fourth thing that
I want you to focus on
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is adding in the upsells and downsells.
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Conversion optimization is one
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of the least sexiest topics out there.
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I don't create too many videos about it
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because no one wants to watch them.
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Our podcast, Marketing School,
that I do with my cohost,
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every time we have a podcast
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on conversion rate optimization,
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one of the lowest-watched videos.
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But if you add in the
upsells and downsells
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with the rising cost of marketing,
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not just ads, but it takes
longer to get SEO results,
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more expensive to do content marketing,
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if you do upsells and downsells,
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you can generate more
revenue from each conversion,
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optimizing your lifetime value,
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which makes things more profitable.
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And last, but not least,
take an omnichannel approach.
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Used to be able to build a
business from one channel,
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whether it's SEO, Google
ads, Facebook ads,
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so a lot of eCommerce sites these days,
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they just want to rely on Facebook ads.
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And then boom, Apple makes
the iOS privacy change.
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What happens?
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The eCommerce companies, whoa, whoa,
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our ads aren't doing as well.
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Yeah, you shouldn't have
been relying on one channel.
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It doesn't mean you
shouldn't use Facebook ads
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or Google ads or SEO, but
you need to use them all.
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You may not be able to
use them all from day one,
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but eventually you can take
the omnichannel approach
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and go after most of the channels.
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Some may not perform as
well as others, it's okay.
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Some may not drive as much
volume as others, it's okay.
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But if you take the omnichannel approach,
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you'll do well in the long run
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and you won't have to worry
as much for algorithm updates.
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If you need help with
your digital marketing
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in 2022 and beyond, check
out my ad agency, NP Digital.
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If you have any questions,
leave a comment below.
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I'm here to answer it.
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If you enjoy the video, like it, share it,
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tell the people about it.
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Thank you for watching.
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