This document discusses six major digital marketing trends for 2020: lifecycle marketing, conversational marketing, insights-driven marketing, technological advantage, rules and regulations, and digital transformation. It also outlines how to combine organic and paid search data from platforms like Google and Bing to track key metrics like clicks, impressions, click-through rate, average position, and costs over time to gain insights on search performance and conversions. The final sentences recommend taking initial small-scale steps to test approaches and begin measuring branded search results.

1. DATA DRIVEN DIGITAL MARKETING
Search Synergy
Trend Event OrangeValley
Robert de Clercq

2. Digital Marketing Trends 2020
De 6 trends voor 2020
Lifecycle Marketing
Conversational Marketing
Insights-driven marketing
Technological Advantage
Rules & Regulations
Digital Transformation

3. Attributie

4. Ontwikkeling van search

5. CPC ontwikkeling

6. Data combineren
Organic (Searchconsole)
➜ Clicks
➜ Impressies
➜ CTR %
➜ Avg Positie
Paid (Google / Bing)
➜ Clicks
➜ Impressies
➜ CTR %
➜ Avg pos
➜ Avg CPC
➜ Kosten
➜ Quality Score
➜ Aantal conversies
➜ Conversie ratio
➜ Totale conversie waarde

7. Data combineren

8. Results

9. Results

10. Results

11. Results

12. Results

13. ➜ Data combineren
➜ Testen op kleine schaal
➜ Branded search
➜ Meten
Eerste stappen zetten