With the latest “speed of change” in digital marketing, businesses face increasing efforts to maintain a strong online presence. With a real understanding of today’s challenges, Steve O’Brien is managing partner at UK agency Woya Digital, specialising in SEO, CRO and digital PR. Steve is a seasoned professional dedicated to helping businesses achieve through marketing in this massive change era.
In this interview, Steve offers a thoughtful look at the trends shaping the industry, from the growth and rapid integration of AI into any and all software tools, to the importance of balancing speed and quality in marketing campaigns. He also shares his experiences in working with clients across finance, healthcare and sports industries, preparing them for the future of digital marketing.
Over the past few years, how have tech advancements transformed your digital marketing?
Wow, digital marketing strategies are in constant evolution right now, particularly in SEO, due to the introduction of sophisticated tools and automation, plus the popularity and growth of digital PR. In SEO, the integration of artificial intelligence has enabled search engines to understand user intent better, making content relevance and quality more critical than ever. Algorithms updates from Google in particular have pushed marketers to focus on creating content that provides genuine value rather than relying solely on keyword optimisation.
Advancements in data analytics has definitely transformed the way we approach SEO strategy. Tools powered by AI now allow us to analyse search trends, competitor performance, and user behaviour in near real time, enabling more informed and agile decision-making. Predictive analytics has become a game-changer, allowing us to anticipate changes in search algorithms or shifts in user preferences and adapt accordingly.
Digital PR has also evolved to shift outdated backlink techniques to a more considered and authoritative route favoured by Google. Automation has streamlined outreach processes, making it easier to build relationships with journalists and publishers, but it still needs that human touch for best results!
One of the most exciting transformations is the ability to measure impact more precisely. Advanced analytics platforms now provide improved and up to date insights into how efforts drive traffic, generate backlinks, and influence brand perception, allowing for a clearer demonstration of ROI.
How has the integration of AI and machine learning influenced your approach to digital marketing?
This is transforming our approach to digital marketing by enabling smarter, faster, and more precise work. Tech is changing how we analyse data, create strategies, and execute campaigns across SEO and digital marketing.
In SEO, AI-driven tools allow us to uncover deeper insights about search behaviour, intent, and trends. Machine learning algorithms, such as those powering tools like Google Analytics 4, give us the ability to predict user actions and identify the types of content that will resonate most with audiences. This helps us craft strategies that are not only aligned with search engine expectations but also deeply relevant to user needs.
AI has also streamlined processes in areas like keyword research, content optimisation, and performance tracking. Tasks that once took hours can now be completed in minutes, allowing our team to focus more on strategic thinking and creativity.
Looking ahead, I anticipate AI will play a greater role in predictive marketing. As algorithms become more advanced, they’ll help us forecast market trends, audience behaviours, and campaign outcomes with remarkable accuracy.
Whilst AI offers opportunity, we must remain vigilant. Ensuring a human touch in our strategies, and adapting to constantly evolving technologies will be crucial. I view tech advancements as tools to enhance, not replace the expertise and creativity of our team.
You specialise in sectors like finance, healthcare and sports. What unique challenges and opportunities do these industries present in digital marketing?
Niching is the future! For us, finance, healthcare, and sports sectors present unique challenges and opportunities in digital marketing, as each industry has distinct characteristics, regulations, and audience expectations.
The finance sector is heavily regulated as an example, requiring strict compliance with advertising standards and guidelines, such as ensuring transparency and avoiding misleading claims. Building trust is critical, especially in a field where consumers are cautious about security and credibility. Additionally, financial products can be complex, making it challenging to communicate their benefits in a simple and engaging way.
Digital marketing in finance offers the chance to educate and empower audiences through content marketing and thought leadership. By leveraging SEO and targeted content, we can position financial brands as trusted advisors.
Woya has been the official marketing partner for TCR UK and more recently international children’s charity, The Atlas Foundation. How have these collaborations influenced your agency’s growth and expertise?
Publicly partnering with TCR UK and The Atlas Foundation has significantly enriched Woya Digital’s growth and expertise. Collaborating with TCR UK, a prominent motorsport championship, has deepened our understanding of sports marketing dynamics, enabling us to craft strategies that resonate with motorsport enthusiasts and stakeholders. This experience has enhanced our ability to drive engagement and visibility in the sports sector.
Our recent alliance as the official marketing partner of The Atlas Foundation, an international children’s charity with rugby at its heart, has broadened our perspective on not for profit marketing. This partnership has allowed us to develop campaigns that effectively communicate the charity’s mission, engage supporters, and expand its global impact. Working with The Atlas Foundation keeps us sharp creating compelling narratives and leveraging digital platforms to foster community engagement.
Looking ahead, what do you believe will be the most disruptive changes in digital marketing over the next decade, and how is Woya Digital preparing for them?
Several disruptive changes will reshape digital marketing. At Woya, we’re proactively preparing for these shifts to ensure our clients remain competitive and ahead of the curve.
The Rise of AI and Automation
AI will continue to revolutionise every aspect of marketing and life in general, from hyper-personalised user experiences to real-time data analysis and content creation. Tools powered by AI will enable marketers to predict user behaviour with real accuracy and automate many processes.
Privacy-First Marketing and the End of Third-Party Cookies
As consumers demand more control over their data and regulations tighten, third-party cookies will likely phase out entirely, challenging how marketers track and target users. This shift will require a move toward first-party data collection and creative approaches to audience segmentation.
The Evolution of Search and Voice Technology
Search engines are evolving with AI-driven capabilities, like conversational search and multimodal inputs (text, voice, and visual). Voice search and smart assistants are expected to grow significantly in numbers and efficacy, changing how consumers interact with brands, not the clunky voice search experience we currently experience
Immersive Experiences and the Metaverse
Augmented reality (AR), virtual reality (VR), and metaverse platforms are opening up new possibilities for immersive customer experiences. Brands will increasingly need to engage consumers through interactive marketing.
Continued Growth in CRO
Conversion Rate Optimisation (CRO) will take on greater importance as businesses seek to maximise ROI from SEO and PPC in particular. AI will also play a central role in analysing customer journeys and recommending changes that drive conversions.
The next decade promises exciting opportunities alongside significant challenges. You will need to stay adaptable and innovative to prepare for the new constant, change.
