Are Keywords Dying in SEM? – DAVID RODNITZKY | DMR #102

Back in October 2014 David Rodnitzky wrote an article called “Preparing for a keyword-less SEM world” – on the face of it that sounds an incredible thing to say. But of course Google’s advertising opportunities extend much further than pay per click ads beside search results now. Find out more in my interview with David Rodnitzky from 3QDigital. Today on Digital Marketing Radio we discuss whether or not keywords are dying in SEM, with topics including: How would you say Google are actually killing keywords? Why are keywords not as important as they used to be in search engine marketing? When did you get started in search engine advertising? What was it like in search engine advertising back when  you go started? How much if anything of what applied back then still applies now? What are the biggest paid advertising opportunities at the moment – Facebook / Twitter? And of course you provide paid advertising services at 3Q Digital – can you see more of these activities being done in-house in the future? How can you measure the effectiveness of native advertising? If so, what does that mean for the future of agencies? What are the likely to be the big advertising opportunities over the coming 12 months? It is possible to successfully cross-device track visitors at the moment? Is last click an acceptable form of attributing referring traffic credit? [Tweet ""You need to figure out where your customers are and not beholden to a specific channel" @rodnitzky"] Software I couldn't live without What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success? Excel [Spreadsheet software] Google Analytics [Visitor tracking software] Omniture [Visitor tracking software] What software don't you use, but you've heard good things about, and you've intended to try at some point in the near future? A data management platform of some sort My number 1 takeaway What's the single most important step from our discussion that our listeners need to take away and implement in their businesses? Follow your customer. Whether you're a B2B or B2C company people are using multiple devices and they're on multiple channels. And you need to figure out where your customers are and not beholden to a specific channel or a specific device, but understand the customer journey and then set up your marketing to reach them where they're actually visiting on the internet.