With recent data privacy trends and rising advertising costs, companies must reevaluate how they can be found by their customers without escalating marketing spend, says Stridec.
Singapore-based Stridec Worldwide (Stridec) is advocating for businesses to adopt a SEO-centric approach to their digital marketing strategies moving forward, to establish and maintain their digital presence across the internet, in light of the recent developments announced by tech giants such as Apple and Google with regards to data privacy of users online.
The company said in a statement that with Apple’s rollout of its App Tracking Transparency (ATT) framework, and Google’s move towards scraping third-party cookies from its Chrome browser, the impact and implications to advertisers worldwide who have religiously relied on such technologies for their audience targeting and marketing campaigns cannot be overstated.
Businesses need a more long-term, viable and sustainable approach to establishing their online presence without having to be held ransom every now and then by the shifting digital marketing landscape, the company said.
SEO is the answer
According to the company, the answer lies in search engine optimisation (SEO), and Stridec has been advising brand and business owners to recalibrate their digital strategies with SEO being the centrepiece around which other marketing tactics revolve.
“SEO is the only marketing instrument that does not depend on invasive user data to achieve its objectives and generate the desired results”, explained Alva Chew, resident SEO expert and consultant at Stridec.
“SEO does not need to know nor track your audience’s demographic details, online buying history, or browsing behaviour, to work. All you need to get SEO to work is users’ search intent, which can be gleaned from publicly available data, simply by taking a deeper read into the search engine results that show up whenever you perform a search,” Chew elaborated.
Shifting to an SEO state of mind that grounds the brand’s overall digital marketing strategy has paid off nicely for both consumer-facing and B2B businesses that have embarked on it.