2024 is already predicted to be a year with so many changes and challenges for marketers to navigate – and that’s just what we can already see…

The situation on the economic front and senior stakeholders’ attitudes towards marketing spend doesn’t look to be improving anytime soon; in fact, ad spend is projected to decline over the next few months while stakeholders are still going to be turning to marketers for results.

The difficulty marketers are facing in trying to demonstrate the need for marketing spend to stakeholders is being made far more difficult by the phasing out of cookies and its impact on measurement, which is only going to grow. Marketers are finding it more difficult than ever to prove return on investment and need to begin pivoting measurement strategies away from what they’ve been used to.

Google is constantly aiming to elevate the quality and helpfulness of content for its users in the search engine results page (SERPs) by serving results that showcase strong expertise, experience, authority and trustworthiness (E-E-A-T). Google employees, known as Search Quality Raters, measure the success of new algorithm updates, with one of the key factors being whether results demonstrate a strong E-E-A-T. Long gone are the days of keyword stuffing; marketers need to take a humanistic approach to their content strategy, underpinned by E-E-A-T, if they wish to be found in the SERPs.

Our Strategy experts look into what action you need to take now to prepare for the most important challenges that are ahead:

  • Doing more with less: ad spend projected to decline in real terms according to IPA
  • The state of programmatic in 2024: how to prepare for cookieless advertising
  • How brands can E-E-A-T better in 2024: time to pivot your organic strategy!

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