2019 Digital Marketing Trends

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We're nearly three months into the new year, and it's more important now than ever to keep your finger on the pulse of the digital advertising industry! Let's dive into some of the trends that we think will have a major impact this year in advertising:

1.  Digital marketing campaigns can generate excellent results when advertising on multiple channels.

Businesses that share a consistent message between channels can reach potential customers at each part of the marketing funnel. Campaigns that advertise on Google & Facebook can see a lift in search interest by up to 35%.

2.  Chatbots are here to stay

Chatbots are an affordable way to generate legitimate leads and speak with your customers or website visitors in real-time. In fact, over 1.4 billion people interact with chatbots per year. These virtual assistants offer outstanding customer service, meeting customers’ expectations and automating repetitive tasks. When you put a chatbot on your website, you are only charged when someone provides enough information to become a lead.

3.  Use the search data at your fingertips and get personal with your advertising

In order to stand out from your competitors in 2019, you need to personalize your marketing – and that means personalized content, products, emails, and more. With the availability of data like purchase history, consumer behavior and links clicked, creating custom content has never been easier.

4.  Don’t forget video advertising

If video advertising is not included in your 2019 digital advertising plan, consider the following metrics:

52% of consumers say that watching product videos makes them more confident in online purchase decisions.

72% of businesses say video has improved their conversion rate.

Live videos are becoming particularly popular, with many businesses using it for interviews, product demos, “behind the scenes” access of events, how products are made, etc.

Get Leads on a Shoestring Budget!

4 Reasons why Pay-Per-Click can get you leads on a shoestring budget.

Are you working with a shoestring budget? Or worry that you are not getting your money’s worth from digital advertising? Pay per click is the perfect medium to generate leads on a small budget.

1.     Pay per click (PPC) generates the most leads for your budget

With PPC ads, you only pay when someone is interested in your product. This is the most straightforward way to generate leads and is perfect for a company working with a small digital marketing budget.

2.     PPC is the most flexible type of advertising for your budget

PPC ads allow you to put a cap on your daily budget and can be changed at any time. This allows companies/businesses to strategically place ads at a specific time and place to better generate leads.

3.     Easy to see Return on Investment (ROI)

PPC can be tracked instantaneously with concrete data showing number of click-throughs and phone calls generated.

4.     PPC is a great way to test new products or services

PPC advertising offers an easy way to expose prospects to your company’s newest offerings. For example, your business could create two PPC ads featuring two new offerings and gauge which product had a higher click through rate.

The time for professional Pay per click (PPC) Management is NOW!

Since Google is constantly making changes to their algorithm and layout, it is important to have PPC management and a strategic plan to get more conversions. Having professional PPC management will keep you ahead of the competition and your company will be able to see an increase in click-through rate (CTR) and leads.

The Importance of Retargeting

Are you aware that only 2% of web visitors convert to a sale or other action on the first visit?

Did you also know that users that are retargeted are 70% more likely to convert?

Retargeting (or remarketing) is a common branding and conversion optimization tool for businesses. Remarketing shows ads to people who have visited your website. When people leave your website without buying anything, for example, remarketing helps you connect with them by showing them relevant ads as they browse the web, or as they use Facebook. Done correctly, a remarketing campaign can increase ROI while lowering the cost of customer acquisition. However, a poorly executed retargeting campaign can be a waste of money if not done right.

1.     Target people when they are most likely to buy

Remarketing provides well placed and properly timed ads to drive your customers to your website when they are most engaged.

2.     Create retargeting ad campaigns with a specific goal in mind

Whether you are trying to boost sales, build brand awareness, or even increase newsletter signups; it is important to have a specific goal in mind when starting a retargeting ad campaign. Your goal will determine the copy within the ad and where to place it.

3.     Retargeting works best in combination with other digital marketing tools

To fully optimize your retargeting ad campaign, you need strategies for demand generation in place as well. Original content on your website and use of Google AdWords helps drive visitors to the website, but cannot help conversion optimization. Conversely, retargeting leads to more conversions, but does not drive visitors to the website. The best digital campaigns have a mix of both.

4.     Segment your website to more accurately retarget customers

Segmenting customers is the best way to optimize your retargeting campaign by reaching targeted users your business is seeking. For example, recent car-buyers should not be grouped with prospective car-buyers. Sending a sales ad would be redundant. Another example would be creating a “shopping cart abandoners” list that shows ads to the people who add something to their shopping cart but didn't complete a transaction, and then targeting those people with a specific ad. Professional remarketing management, done right, assures that your company is segmenting your customers to effectively retarget customers.

If you are ready to take on new customers, clients or patients from retargeting, let BrownRice Marketing help you take your digital marketing to the next level! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.


What does this mean?

Google seems to be intentionally blurring the lines between paid ads and organic searches, which is driving up click-through rates (CTR). Google is continuing a trend that favors Pay-Per-Click advertising over Search Engine Optimization (SEO).

Here is a list of notable changes to Google’s platform that will affect your businesses ability to advertise

1.   Launched sponsored results on Google Maps

This feature allows for your business to be shown as one of the listed results below the search box and map, which will increase the click-through rate significantly.

2.   Increasing sponsored results from 2 to 3 on SERP

In a further attempt to push PPC ads, Google is adding another sponsored result to the top of the SERP. This not only increases the click-through rate but also pushes down organic results and makes getting on the first page even tougher.

3.   Moving sponsored results to right above organic results

When sponsored results were placed to the right of the organic results, it was easy to distinguish the difference between the two. This change blurs the line between paid ad and organic search.

4.   Pay-Per-Click and Search Engine Optimization (SEO) work best together

For a business to truly find success with digital marketing, they need to be able to generate visitors to their website along with converting prospects into customers. PPC has shown to work best for prospects ready to make a purchase while SEO is best for creating impressions.

Digital Display Advertising

1.      Allows for specific targeting of users

Digital Display advertising allows for ad placement on other websites. This is a great way to have your company’s ad be placed on a website or blog that shares a similar target market. Even if the reader is not currently in the process of buying your product, they will have a higher recall rate for your brand just by being exposed to your ad.

2.     Allows for flexibility with the ad

Digital Display ads come in different shapes and sizes, whether they are banner ads, video ads, animated ads, or even interactive ads. Digital Display ads offer more room for creativity than an ad placed on Google. In addition, display ads are bought on a CPM basis meaning you are paying for 1000 impressions. Since your ad is guaranteed to get 1000 impressions, it allows for companies to select a more premium website for their ad.

3.     Retargeting is necessary

Digital Display advertising and re-targeting go hand in hand. Display ads are a great way to get people to your website and build your brand, which works best when those people are re-targeted so they do not forget about you once they leave the website. A strategic mix of Re-targeting, Search Engine Marketing (SEM), and Display advertising is the best bet for increasing your conversion rate along with building your brand.

4.     Google Display Network can work for your budget

Businesses that are working with a smaller budget should consider advertising on the Google Display Network (GDN). When done properly, the GDN can be a great way to target people on the internet. By only targeting the cities you serve, your business can properly segment their target customers at an affordable rate.


If you are ready to take on new customers from digital display advertising, let BrownRice Marketing help you take your digital marketing to the next step! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.

Mobile “SEO” and why it’s important

When you “Google” your business, where does it come up?

Today an average of 400 websites are launched per minute; it is easy to get lost. One of the best ways to stand out is through search engine optimization. SEO helps your website get to the top of Google’s search results page. With people searching the internet from mobile devices, it is more important than ever to invest in an SEO campaign.

This article will show the importance of SEO and how to attain high search result placement on mobile devices

Keep in mind

  • Google’s mobile search algorithm rewards mobile-friendly compliant websites (higher search engine results page rankings) and penalizes websites that are not mobile-responsive.
  • Mobile device search has surpassed desktop search as of 3 years ago
  • Google estimates that over 65% of users start searching for information on a smartphone
  • That being said, a mobile-responsive website alone will not move you to the top of Google’s search result page.
  • Getting on the first page of Google’s search results does not happen the moment a website is launched. In fact, it takes a thorough SEO campaign and investing in an online presence for that to happen.

What can be done to attain higher search result placement

1. Do not use pop up ads

Closing pop up ads can be difficult on a mobile device. The result is a higher bounce rate

 2. Simple websites win

Google takes several factors into account for SEO rankings. A major factor is user experience. Internet connections on mobile devices are inconsistent (especially when not connected to Wi-Fi). A simple website, with few redirects, properly formatted images, and minimal code help deliver the best experience to your users and keeps them on your site longer.


If your website is ready to deliver new customers, clients or patients to your business, we can help take you to the next step and drive targeted online traffic to your mobile website and help you navigate through the best digital advertising options for your business and budget.

The Importance of Social Media Marketing

Social Media Marketing is now an essential aspect of digital marketing. With high amounts of traffic on social sites, like Facebook and Instagram your company should be advertising on social media channels. If you are not you are missing out on millions of potential impressions and a great way to build relationships with potential customers.

Take a look at the some of the pros of advertising on Facebook

1.     Large Reach

·        1.6 billion total monthly active users (15% increase from year to year)

·        58% daily return rate

·        67% year over year mobile user growth


2.     Opportunity to increase brand awareness

Facebook offers a perfect platform to create and share original content, a great way to increase brand awareness for your business and allows satisfied customers to post positive reviews of the business.


3.     Ability to target specific market audience

Businesses can target specific users through demographic information collected.  Your ad dollars are effectively used to reach your target market.


Keep in mind:

Posting pictures or original content alone is not enough. Facebook now offers the option to “boost” your company’s post in order to reach a larger audience. Boosted posts will also appear higher on the newsfeed and you can select who sees the post. Boosting your businesses posts to your target demographic- is a critical element of social media marketing.


If you are ready to take on new customers, clients or patients from social media, let BrownRice Marketing help you take your social media advertising to the next step! Let our team drive targeted traffic to your website and help you make the best decisions for your digital advertising budget.

Improve the Search Engine Ranking of Your Business!

In an increasingly digital world, companies can get passed up by companies that put an emphasis on digital marketing, search engine marketing (SEM), and search engine optimization (SEO). Check out our short checklist to see if your company’s website can be doing more on the digital marketing side.


1. Is your website accurately updated?

It is critical to have accurate information on your website/Google business page. This includes your full address, phone number, fax number. The more accurate your page is, the higher your company’s ranking will be. For example, if more than one location or phone number is listed for one actual business, your ranking will decrease. Duplicate pages also make it difficult for the search engine to pick up original content.

 Why is this important?

This makes being found organically more difficult and increases the need for professional Pay Per Click management. This also means having original content is incredibly important, as it is one of the things that can help your search engine ranking.


2. Is your website mobile friendly?

Google's mobile search algorithm rewards mobile-friendly compliant websites with higher search engine results page rankings while penalizing websites that are not mobile friendly.

Why is this important?

Google has estimated that over 65% of users start searching for information on a smartphone, making mobile advertising one of the largest and most important parts of digital advertising strategy.


3. Are you properly placing keywords on your website?

In the past, overusing keywords would easily boost your website’s search engine ranking. However, the search engines are now much smarter and can check the relevancy and penalize websites for using keywords that are more than 2-3 % of your content.

If your website and/or the internet is driving new customers, clients or patients to your business, we can make the changes so that you can start making a lot of money from the internet.