Effectively using marketing technology to understand the customer, drive engagement, and measure ROI has become a top priority for marketers.
When consumers have a question or need to find a solution to a problem, they turn to search. It’s no wonder then that in 2020, businesses spent nearly $47.5 billion on SEO or SEO-related products and services.
COVID accelerated the shift to digital, and now CMOs and marketing leaders are turning to SEO and digital channels and technologies that, according to Gartner, account for almost 80% of budgets, with 59% of that going towards owned and earned digital media such as websites, SEO and mobile marketing.
Marketing technology stacks are a collection of software tools, platforms, and technologies used by enterprise marketers to improve efficiency, enhance collaboration and communication and drive multi-channel ROI.
As marketing leaders and CMOs alike renew their focus on marketing opportunities, the role of technology – alongside SEO – is becoming increasingly important.
In this article, I share insights into the role and importance of SEO in modern-day marketing technology stacks.
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The Voice of the Customer
As the demand for search grows to an all-time high, the role of SEO has expanded to multiple areas of business.
Once a siloed channel, SEO is now part of holistic PPC and digital activities because SEO represents the most dynamic opportunities to understand the voice of the customer.