Welcome to Marketing School, the only podcast that provides daily top level marketing tips and strategies from entrepreneurs that practice what they preach and live what they teach. Let's start leveling up your marketing knowledge with your instructors, Neil Patel and Eric Sue. All Right, so let's talk about how digital marketing will change in twenty twenty three and beyond. So in the last couple episodes, we've talked about the app tracking transparency recession. So we're saying how like things Apple, companies like Apple and Google are making things harder for social apps like Facebook right from a tracking perspective, for apps to grow as well. And then you know, there's actually the proliferation of ad platforms on like you know, door, Dash, on Uber, on Lyft, on Walmart, on Target, so digital advertising is changing quite a bit. And also there's the you know, dark social. There's a lot more people posting to organic social or dark social, whatever you want to call it. So those are just a couple things, but we want to outline things a little more here and then consolidate it into one episode. Neil, you want to go first. Yeah, I think the big thing that's going to change is companies are going to have no choice but to spend a lot more on data and analytics. With there being so many channels that you have to use, and with tracking not being as good as it used to with the privacy changes that Apple rolled out as well as that Google will eventually roll out in twenty twenty four, you're going to need the insights. The way you make your marketing a lot better is you look at the data, you figure out what to do next where there's a little hanging through an opportunity to go and execute on that. But if the data is really inaccurate and you're analyzing bad data, you can end up making terrible decisions in your marketing and that can cost your armor a leg. So you're going to see a companies make a bigger investment in data analytics. They don't have a choice. And you're also going to see companies use AI to help analyze a lot of that data. And this is important because we see companies looking at their analytics, but we very rarely see them taking actions based on the data in the analytics. So I think that's going to change heavily in twenty twenty three because people are going to get ready for next year with the Google changes. The other thing that we're seeing is companies are actually pushing really heavily on their employees marketing the business for them. So, if you think about big corporations, what do they have lots of employees? Even small mid size they have lots of employees. What are all their employees on social media? Why can't they use their followers to help promote the product and the service that they're building or working on within that organization. And we're seeing a lot of companies make this push because it's free marketing. It's a great way to get more sales and more customers because you have all these loyal people that work for you and love the brand or hopefully love the brand. The other thing that we're really seeing in twenty twenty three is companies trying to figure out their own channels. So what I mean by this is it used to be that we mainly see companies relying heavily on Google and Facebook. And yes, there's channels like SMS and email and push notifications that are effective and you have much more control over, but no one really or the majority of the companies that we see and we're working with and that we talk to really leverage those channels. And the main reason for that is they're just like Google ads work. It's easily scalable, and same with Facebook ads. But because a lot of these changes that are happening with how much you can actually spend through the tracking not being as good, companies are actually realizing that, oh wow, we need to be in more control of our destiny. Yes, everyone's talked about omni channel, but a lot of these other platforms, whether it's Snap or Reddit or Pinterest, we'll have some of the same issues do to the tracking and privacy changes. So we need to start creating our own channels and being in control of our own destiny. In other words, email, it's easier to control that. It's easier to control a podcast. It's easier to control your own blog. It's easier to control your push notification lists or your text list. These are all things that we see the companies investing heavily in in twenty twenty three, especially on the podcasting side, because it's just so much untapped potential. All right, so look on my side, I know what's interesting. You know there's someone that shares their income when it comes to podcasting and I was looking at it, and what's interesting to me is that the revenue has been flat, especially the last three four five years or so. But it also tells me that publicly, yeah, publicly, I'm talking about jl D. Yeah, John Lee Dumas or Pat from Smart Passing. Pat hasn't shared it for years, but JLD does, and I still appreciate the fact that he does. Even though we've talked about how we wouldn't entrepreneurs on Fire for anyone, correct, so everyone can search entrepreneurs on Fire income report. What I find interesting is that he's done well for himself, right. The fact of the matter is that his podcast revenue has been very consistent over the last couple of years, and to me, it just seems like an annuity, right, And I actually think it's going to get even stronger for him in the next couple of years. Has more people come on because it was just announced that you know, podcasts are coming to YouTube music, right, We're going to see hopefully more discoverability there. But I digress. In addition to what Neil is saying, I think we're going to see a proliferation of more content, right, and so that means more content on blogs and so what we're doing for this podcast right now for Marketing School is we're actually figuring out how we can combine editors with chat GPT somehow and then just pump out more written content and then leverage kind of the domain authority that we have and then you know, be able to rank higher because we typically will be more on top of trends than our editorial teams are. So we're trying to figure out how we can get the trending topics out there faster. Right. So that's one of the things, and that's why we're trying to grow faster on YouTube. So go subscribe to us on YouTube Marketing School. You know, even though we're talking about more content for se, it's like, how does that apply to advertising? Well, you're going to have more data to collect emails, You're going to have more data where you can retarget people, right, you know, even though that's a little harder now now, I believe we're also going to see more M and A for attentions of people buying attention right, So we've talked about this before, people buying sites that are maybe underutilized or under monetized, or people that are just struggling and maybe they've leveraged their company too much and they need to, you know, maybe sell out. Right, I think we're gonna see more partnerships to Neil, I don't know if you met my friend Jeffrey at the Mastermind, but he's partnered with Jake Paul, who's actually boxing in forty five minutes here in Saudi Arabia. So you know, we're gonna go tomorrow, but like we're gonna miss it. But so main put I'm saying, is that boxing in Saudi Arabia. No, we could have popped over there. It would have been an hour for us. So I'm saying, who's he boxing? Oh? Heysen Fiery's brother Tommy Fury. He's like a heavyweight champion or something, but he's boxing. The brother point is, you're partnering with people that have the attention. You're partnering with people that have you know, this audience. Right, It's same thing we'll talk about mister Beast, Right, he's got the audience already, he's got the attention, and then there's a handful of people that are partner up with him, right, And I think we're gonna see more of a proliferation not just on SEO type content, but also on you know social content, right, people building their audiences that way and then using that leverage to grow. And one thing I want to add to what Neil is saying on people having their employees kind of help market a company too. I've seen an ad agency do this. Client Boost actually does this, and they have their employees' posts and they all kind of let you know, they all engage with the posts as well, so then it gets more reach. And so I think they do a good job of it because they actually train their team on how to do it, and their team seems like they're bought in on it. So I think that's a good example if you want to emulate someone anything else, Neil, Nope, that's it all right. Please don't forget too. Go to YouTube search for Marketing School, subscribe to us, comment on something, and yeah, we are looking to grow faster there, so we will see you tomorrow. We appreciate you joining us for this session of Marketing School. Be sure to rate, review, and subscribe to the show, and visit marketingschool dot io for more resources based on today's topic, as well as access to more episodes that will help you find true marketing success. Tax Marketing School dot io until next time. Class dismissed

Welcome to Marketing School, the only podcast that provides daily top level marketing tips and strategies from entrepreneurs that practice what they preach and live what they teach. Let's start leveling up your marketing knowledge with your instructors, Neil Patel and Eric Sue. All Right, so let's talk about how digital marketing will change in twenty twenty three and beyond. So in the last couple episodes, we've talked about the app tracking transparency recession. So we're saying how like things Apple, companies like Apple and Google are making things harder for social apps like Facebook right from a tracking perspective, for apps to grow as well. And then you know, there's actually the proliferation of ad platforms on like you know, door, Dash, on Uber, on Lyft, on Walmart, on Target, so digital advertising is changing quite a bit. And also there's the you know, dark social. There's a lot more people posting to organic social or dark social, whatever you want to call it. So those are just a couple things, but we want to outline things a little more here and then consolidate it into one episode. Neil, you want to go first. Yeah, I think the big thing that's going to change is companies are going to have no choice but to spend a lot more on data and analytics. With there being so many channels that you have to use, and with tracking not being as good as it used to with the privacy changes that Apple rolled out as well as that Google will eventually roll out in twenty twenty four, you're going to need the insights. The way you make your marketing a lot better is you look at the data, you figure out what to do next where there's a little hanging through an opportunity to go and execute on that. But if the data is really inaccurate and you're analyzing bad data, you can end up making terrible decisions in your marketing and that can cost your armor a leg. So you're going to see a companies make a bigger investment in data analytics. They don't have a choice. And you're also going to see companies use AI to help analyze a lot of that data. And this is important because we see companies looking at their analytics, but we very rarely see them taking actions based on the data in the analytics. So I think that's going to change heavily in twenty twenty three because people are going to get ready for next year with the Google changes. The other thing that we're seeing is companies are actually pushing really heavily on their employees marketing the business for them. So, if you think about big corporations, what do they have lots of employees? Even small mid size they have lots of employees. What are all their employees on social media? Why can't they use their followers to help promote the product and the service that they're building or working on within that organization. And we're seeing a lot of companies make this push because it's free marketing. It's a great way to get more sales and more customers because you have all these loyal people that work for you and love the brand or hopefully love the brand. The other thing that we're really seeing in twenty twenty three is companies trying to figure out their own channels. So what I mean by this is it used to be that we mainly see companies relying heavily on Google and Facebook. And yes, there's channels like SMS and email and push notifications that are effective and you have much more control over, but no one really or the majority of the companies that we see and we're working with and that we talk to really leverage those channels. And the main reason for that is they're just like Google ads work. It's easily scalable, and same with Facebook ads. But because a lot of these changes that are happening with how much you can actually spend through the tracking not being as good, companies are actually realizing that, oh wow, we need to be in more control of our destiny. Yes, everyone's talked about omni channel, but a lot of these other platforms, whether it's Snap or Reddit or Pinterest, we'll have some of the same issues do to the tracking and privacy changes. So we need to start creating our own channels and being in control of our own destiny. In other words, email, it's easier to control that. It's easier to control a podcast. It's easier to control your own blog. It's easier to control your push notification lists or your text list. These are all things that we see the companies investing heavily in in twenty twenty three, especially on the podcasting side, because it's just so much untapped potential. All right, so look on my side, I know what's interesting. You know there's someone that shares their income when it comes to podcasting and I was looking at it, and what's interesting to me is that the revenue has been flat, especially the last three four five years or so. But it also tells me that publicly, yeah, publicly, I'm talking about jl D. Yeah, John Lee Dumas or Pat from Smart Passing. Pat hasn't shared it for years, but JLD does, and I still appreciate the fact that he does. Even though we've talked about how we wouldn't entrepreneurs on Fire for anyone, correct, so everyone can search entrepreneurs on Fire income report. What I find interesting is that he's done well for himself, right. The fact of the matter is that his podcast revenue has been very consistent over the last couple of years, and to me, it just seems like an annuity, right, And I actually think it's going to get even stronger for him in the next couple of years. Has more people come on because it was just announced that you know, podcasts are coming to YouTube music, right, We're going to see hopefully more discoverability there. But I digress. In addition to what Neil is saying, I think we're going to see a proliferation of more content, right, and so that means more content on blogs and so what we're doing for this podcast right now for Marketing School is we're actually figuring out how we can combine editors with chat GPT somehow and then just pump out more written content and then leverage kind of the domain authority that we have and then you know, be able to rank higher because we typically will be more on top of trends than our editorial teams are. So we're trying to figure out how we can get the trending topics out there faster. Right. So that's one of the things, and that's why we're trying to grow faster on YouTube. So go subscribe to us on YouTube Marketing School. You know, even though we're talking about more content for se, it's like, how does that apply to advertising? Well, you're going to have more data to collect emails, You're going to have more data where you can retarget people, right, you know, even though that's a little harder now now, I believe we're also going to see more M and A for attentions of people buying attention right, So we've talked about this before, people buying sites that are maybe underutilized or under monetized, or people that are just struggling and maybe they've leveraged their company too much and they need to, you know, maybe sell out. Right, I think we're gonna see more partnerships to Neil, I don't know if you met my friend Jeffrey at the Mastermind, but he's partnered with Jake Paul, who's actually boxing in forty five minutes here in Saudi Arabia. So you know, we're gonna go tomorrow, but like we're gonna miss it. But so main put I'm saying, is that boxing in Saudi Arabia. No, we could have popped over there. It would have been an hour for us. So I'm saying, who's he boxing? Oh? Heysen Fiery's brother Tommy Fury. He's like a heavyweight champion or something, but he's boxing. The brother point is, you're partnering with people that have the attention. You're partnering with people that have you know, this audience. Right, It's same thing we'll talk about mister Beast, Right, he's got the audience already, he's got the attention, and then there's a handful of people that are partner up with him, right, And I think we're gonna see more of a proliferation not just on SEO type content, but also on you know social content, right, people building their audiences that way and then using that leverage to grow. And one thing I want to add to what Neil is saying on people having their employees kind of help market a company too. I've seen an ad agency do this. Client Boost actually does this, and they have their employees' posts and they all kind of let you know, they all engage with the posts as well, so then it gets more reach. And so I think they do a good job of it because they actually train their team on how to do it, and their team seems like they're bought in on it. So I think that's a good example if you want to emulate someone anything else, Neil, Nope, that's it all right. Please don't forget too. Go to YouTube search for Marketing School, subscribe to us, comment on something, and yeah, we are looking to grow faster there, so we will see you tomorrow. We appreciate you joining us for this session of Marketing School. Be sure to rate, review, and subscribe to the show, and visit marketingschool dot io for more resources based on today's topic, as well as access to more episodes that will help you find true marketing success. Tax Marketing School dot io until next time. Class dismissed