Digital Marketers: Stop Ignoring These Things

Last updated: Jun 25, 2023

The video discusses important things that digital marketers often ignore, such as platform intent, competitors in different niches, and omnichannel user experience.

This video by Ahrefs was published on Feb 1, 2023.
Video length: 07:41.

The video titled 'Digital Marketers:

Stop Ignoring These Things' discusses three important things that digital marketers often overlook. The first is platform intent, which refers to a user's subconscious intent when they go to a specific platform. Marketers should match their format and messaging to the primary platform intent to connect with people in that moment. The second is competitors in different niches, which can provide super smart strategies that can be applied straight to a business. The third is omnichannel user experience, which needs to be looked at more holistically.

Marketers should optimize for so-called omnichannel UX by using common sense and providing positive experiences every time people have an interaction with their brand.

  • Platform intent should be matched with marketing campaigns to connect with people in the moment.
  • Marketers should keep an eye on competitors in different niches to apply smart strategies to their business.
  • Omnichannel user experience needs to be looked at holistically to create positive experiences for customers.
  • Adding chapters to videos and using a table of contents can optimize for omnichannel UX.
  • Ignoring platform intent, competitors in different niches, and omnichannel user experience can be detrimental to digital marketing success.

Digital Marketers: Stop Ignoring These Things - YouTube

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Platform Intent

  • Platform intent refers to a user's subconscious intent when they go to a specific platform.
  • When you create marketing campaigns, you should match your format and messaging to the primary platform intent.
  • For example, when you log into Pinterest, you're probably looking for visual ideas or inspiration.
  • On Google search, you're looking for straight up answers to problems.
  • On YouTube, you probably want to be entertained or learn something.
  • Matching your marketing campaigns to the platform intent can help you connect with people in that moment.
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Competitors in Different Niches

  • It's important to keep an eye on what marketers in other niches are doing.
  • You might miss out on some super smart strategies that can be applied straight to your business.
  • For example, Canva has grown organic traffic to nearly 100 million monthly organic visits.
  • You can apply the same principle with verbs like date and marry to a dating site.
  • Create content for these pages that match a search or intent and can help with conversions.
  • Repurposing content is not republishing.
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Omnichannel User Experience

  • Today, user experience needs to be looked at more holistically.
  • Marketing is more focused around customer journeys and experiences rather than one-off page views or GA metrics that lack context.
  • The best way to optimize for omnichannel UX is to use some common sense.
  • Add chapters to videos and use a table of contents that actually floats with you for blog posts.
  • Avoid pop-ups and have live chat 24/5.
  • These experiences accumulate to help people see your brand as a positive experience.
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Digital Marketers: Stop Ignoring These Things - YouTube

Conclusion

  • Platform intent, competitors in different niches, and omnichannel user experience are important things that digital marketers often ignore.
  • Matching your marketing campaigns to the platform intent can help you connect with people in that moment.
  • Keeping an eye on what marketers in other niches are doing can help you apply smart strategies to your business.
  • Optimizing for omnichannel UX is about using common sense and creating positive experiences for your customers.
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Important Things Digital Marketers Often Ignore

  • Validating ideas through user testing data, heat map data, or user-generated feedback.
  • Talking to customers to understand their problems, needs, and preferences.
  • Keeping the product at the center of marketing efforts instead of chasing vanity metrics.
  • Creating product-led content that is centered around the product and drives real value to the business.
  • Understanding platform intent and optimizing marketing strategies accordingly.
  • Considering competitors in different niches and adapting marketing strategies to stand out.

Watch the video on YouTube:
Digital Marketers: Stop Ignoring These Things - YouTube

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