Rand Fishkin with Jason Barnard at YoastCon 2019 Rand Fishkin talks with Jason Barnard about Digital Marketing Strategy. Throw your old inbound marketer’s playbook out the window. Social is walled in, Google organic is staying on the SERP, influencers don’t deliver and web advertising trending to zero. Rand Fishkin shares some rather good ideas about how to adapt to this new world. Oh, and watch out for the Green Pants. Rand talks about internet marketing, including social, influencers and no-click SERPs – all dressed up as the Four Horsemen. What you'll learn 00:01 Introduction to Rand Fishkin01:02 Discussing "Lost and founder by Rand Fishkin"02:03 Empathy is the most important skill for a marketer 02:47 Why should we be self-aware? 04:26 The Four Horseman of web marketing 05:08 Removal of social media reach 06:56 Google as the second horseman 07:30 Is influencer marketing working?08:35 Web advertising ROI is trending to zero09:35 Levels of traffic and what is most appealing10:16 Building a rapport before selling 11:33 Engagement trumps price of an advert on platforms such as Facebook13:06 The 3 marketing flywheels13:50 The smart marketer’s battle plan15:45 Driving traffic and engagement back to your own site