Marketing Predictions

Inferred Links Will Replace the Link Graph

For 25 years, links have been core to how Google ranks web pages. But, today, I think most marketers dramatically overestimate their importance. There’s good evidence that over the long run, links won’t be all that crucial to Google’s rankings, and will be replaced by lexical references that connect topics and keywords to a brand, website, or page—what I’ll call…
Advertising Marketing

Something is Rotten in Online Advertising

What the #$%* is going on with the digital advertising ecosystem? Where to even begin… Should we start with the upcoming loss of third-party cookies? The bizarre Google & Facebook duopoly teamup against anti-trust action? The rise of online ads as a money laundering & terrorist-funding tactic? Or maybe we should talk about brands’ ever-shrinking ability to attribute ad clicks.…
Advertising Agencies Marketing

What Should Digital Marketing Agencies Focus on in the Year Ahead?

A few weeks ago, I received a lovely email with an important question: what should digital marketing agencies focus on in 2021 and beyond? Via Sebastián Cardozo of Noventaynueve Wait… Why me? I don’t run an agency, and haven’t for more than a decade. Well, SparkToro has used a lot of agency help, we’ve got more than two hundred agency…