There is a generational shift underway in the marketplace.
Those who recognize what is taking place in the marketplace and adapt their business marketing model accordingly stand to dominate their industry and crush their sleeping competition.
The Reality
The fundamental shift that has taken place is in large part being influenced by the marketplace generation shift. According to Ernst & Young, about 75 percent of the global workers will be millennials by 2025. That is a massive amount of folks!
This generation is very technologically savvy, and in their personal and professional lives have been bombarded with digital ads, click bait, social media marketing, video ads, email marketing and spam alike; to an extent not witnessed before by previous generations…
All of these advertisers vying for precious seconds of exposure time created a very competitive marketing landscape, one that separated the wheat from the chaff. Although it was a painful shock for many companies, it ultimately was not a bad market development, as the consumer wins in this battle.
Search Engine developers realized that marketers were gaming the existing algorithms, and that the top results were not always the best in their respective fields; as far as the consumer was concerned in terms of experience, service or product offering.
Search Engines became a lot more complex and demanding then they were a few short years ago precisely because of this generational marketing shift and the elevated bar that was set.
They began implementing very sophisticated AI controlled algorithms to weed out the sites using spammy links or content purely written to appeal to search engine crawlers, and adding no value in content or placement for their true intended audience.
Algorithms began studying client interactions with ads and websites alike, measuring click-through rates, page dwell times, number of pages accessed, site dwell times, forms filled out, emails sent, phone calls made, mobile site legibility and site speeds etc.
These all helped determine what the end customers experience was actually like, and what value they perceive from the interaction. This measured and calculated metric could now be converted into more meaningful and accurate search results.
Results that are actually representative of end user experience!