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Last Build Date: Wed, 29 Mar 2017 10:30:20 +0000

 



Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

Wed, 29 Mar 2017 10:30:20 +0000

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home. Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding [...]

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Supercharge Your Marketing at Digital Summit Los Angeles #DSLA

Tue, 28 Mar 2017 10:00:09 +0000

Coming off the supercharged sun, surf and sand themed social media extravaganza of SMMW17 in San Diego last week, I am now literally sitting on a beach. Here on the West coast of Costa Rica, with the waves crashing, birds singing their songs in the trees and the distant sounds of kids laughing as they play in the sand, it's a great time to reflect and look forward. Before I completely check out of the digital world for the week, except for an occasional photo on Instagram of course, I wanted to share some of the things I'm looking forward to most at my next conference April 4-5: Digital Summit Los Angeles. Last month was my first Digital Summit experience in Phoenix. DSPHX was an event of firsts for me: meeting the force of nature that is Beverly Jackson plus the legend and co-founder of Apple Steve Wozniak. I also had a chance to see several really impressive speakers for the first time including Mack Fogelson and Eric Yale. I was impressed! I can imagine Digital Summit Los Angeles being a great experience too. The speaker list for DSLA is an amazing collection of thought leaders including Woz and Beverly, industry experts like Michael King, Jim Boykin and Michael Barber and a huge group brand and publisher speakers from companies that include: Facebook, Google, LinkedIn, Pinterest, Adobe, Forbes, IBM, The Economist, BET Network, Inc Magazine, Wells Fargo, GE Digital, BMC Software, BusinessWire and MIT. Over more than 40 sessions, the topics covered include everything from data informed marketing to visual storytelling and purpose driven marketing to content marketing with influencers. Of course, I'm a fan of that last topic since it is what the focus of my closing keynote presentation will be about: How to Supercharge Your Content with Influencer Marketing. Confluence rules. Content Marketing with Influencers is an area of deep focus for me that I've been experimenting with for many years and that our agency has been implementing for clients that range from a $180Bn Fortune 5 company to mid-market companies like ClickSoftware to small companies like Pandora Mall of America. The fundamental message of my keynote presentation is that marketing with content is harder than ever and if your company doesn't do something to break through information overload and distrust of brand content, you'll lose the ability to attract and engage customers. The solution is a content marketing framework for strategically engaging with influencers to increase content quality, quantity, reach and engagement across the customer journey. At the same time, I'll talk about how to build relationships with internal, industry and community influencers to increase advocacy. To back up the best practices, I'll share trends and insights our influencer marketing research that we partnered with Influencer Relationships Marketing platform, Traackr, on. Brian Solis of Altimeter analyzed the findings and wrote up an impressive research report, Influence 2.0: The Future of Influencer Marketing that attendees will be able to see. The Influence 2.0 report delivers crucial findings and covers important insights about the maturity of influencer marketing within large enterprise companies, budgets, top goals and areas within the organization that are most impacted. Brian also shares the intersection of influencer relations with customer experience and digital transformation. If that wasn't enough, he includes a 10 step framework for implementing an influence 2.0 approach. My keynotes are "inspractical" = Inspiration + Tactical. Overall, I'll touch on the best parts of the research report, include trends, best practices and share successful B2B and B2C examples of influencer driven programs to inspire attendees going forward. If you're a marketer in Southern California, this is a can't miss event! Event Details: Digital Summit Los Angeles April 4-5, 2017 Skirball Cultural Center Registration, Agenda, Speakers and full conference information here. The post Supercharge Your Marketing at Digital Summit Los Angeles #DS[...]



The Queen of Facebook Tells All on Generating Facebook Marketing ROI

Mon, 27 Mar 2017 15:32:33 +0000

True to form, Mari Smith kicked off her presentation at Social Media Marketing World last week by sharing her full bio in the form of emojis and poking fun at her own mixed accent which immediately put the packed room at ease. When someone with experience like Mari takes the stage, you perk up and get [...]

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The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

Mon, 27 Mar 2017 10:30:26 +0000

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention. During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return [...]

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Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17

Fri, 24 Mar 2017 18:30:26 +0000

Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages. Even if you’re one of the hip kids snapping [...]

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Creating Breakthrough Content: There Ain’t No Magic Feather #SMMW17

Fri, 24 Mar 2017 13:00:22 +0000

If you want to write amazing content like Ann Handley, don’t be a Dumbo. Dumbo was convinced he could only fly while holding a “magic feather.” When he lost the feather mid-flight, he plummeted toward the ground. It wasn’t until he believed he could fly without the feather that he was able to take off again. Too many would-be content creators are searching for their magic feather--the book, online course, or perfect antique typewriter that will make them a writer. And while they search, they can’t or won’t write. So Ann began her session at Social Media Marketing World by asking us all to recite a pledge out loud: “I don’t believe in unicorns, fairies, or Santa. There is no magic feather.” Despite the slander against Mr. Claus (who I have on good authority is very real), it’s a crucial first step. You have to know that good writing is a learned skill, not something magically bestowed on those with the right talisman. You can do it. You can get better at it. Here are Ann Handley’s five tips for writing “ludicrously spectacular” content. #1: It Starts with Not Writing At least half of the writing process doesn’t look anything like writing. Now, you may be thinking, “frequently what I’m doing while I’m supposed to be writing is not writing.” That’s not quite what Ann means, though. “Not writing” means being in idea-gathering mode all the time, when you’re out in the world, bingeing on Netflix, or just daydreaming at work. Writers should gather ideas like squirrels gather nuts--always on the lookout, never passing one up, and stashing them where we can get at them later. The difference between a productive writing session and a frustrating hour staring at a blank screen is having a stash of ideas to go through. Whether you keep them in a notebook, or a service like Evernote or OneNote, commit to hoarding at least five ideas a day. When you’re ready to write, snag an idea from your stash and, as Ann puts it, “explore the daylights out of it.” Use tools like BloomBerry, Board Reader, and Buzzsumo to see how people are talking about the idea, so you can develop your own approach. #2: Write an Ugly First Draft When you do start to write your first draft, silence your inner critic and focus on getting the words from your brain to the screen. Know that you will revise the work at least once--probably more--before you publish. It’s incredibly freeing to accept that your first draft will be bad.  As Ann puts it, “You can’t write well without first writing spectacularly badly.” That first draft doesn’t have to be a fully-fleshed out draft, either. It could be a list of points you want to cover, a really informal summary of the piece, or even something you dictate into your phone. The point is to give yourself something you can build on. It’s a giant leap from nothing to something--anything you do after that first leap will be easier. So whatever it takes to get something on the page, go for it. After you finish your ugly first draft, let it rest for a while. Give your brain a little time off and let the piece sit. You’ll be better equipped to edit if you have some distance. #3: Screw & Do It’s not as salacious as it sounds: first, identify the ‘screw,’ the one key point for your reader that your whole piece revolves around. Second, do the editing you need to get to the screw as quickly and compellingly as possible. How do you find your screw? Develop pathological empathy for your reader. Ann recommends the “so what?” process. Start with the statement you want to make, then imagine your reader shouting “SO WHAT?” Keep asking “SO WHAT?” and refining your message, and you will find the purest version of what you want to say, expressed in terms of benefit to the reader. For the editing process, start with a self-edit by chainsaw. Ann says, “make every paragraph earn its keep.” In the first pass you’re t[...]



Online Marketing News: Millennial Micro Influencers, Apple Clips, Facebook Seasons

Fri, 24 Mar 2017 10:30:48 +0000

Infographic: Who Is the Millennial Female Micro Influencer? Who is a millennial female micro influencer? How does she compare to your average social media user? She tends to have a larger following with more engagement, and posts about topics like travel, fashion and health and fitness. This infographic sums up who this person is and what her followers and habits are like. AdWeek src="https://www.youtube.com/embed/2M55Z7-XHe0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Apple introduces Clips: the fun, new way to create expressive videos on iOS This week, Apple introduced Clips -- a new way to create expressive videos out of music, photos, video clips and more. These Clips also feature interactive titles that are based on your voice, and are easily posted directly to Facebook, Instagram, YouTube, Vimeo or a variety of other platforms. Apple New: Save Your Live Video to Your Phone Late last week, Instagram announced the newest addition to its live videos - users can now save their live videos directly to their devices. However, these saved videos will not retain comments, number of views or interaction data. Instagram 52% Say Majority of Their Business Marketing Activity Is Digital [DATA] Search Engine Journal reports: "According to a survey sent out to Search Engine Journal’s Twitter audience, 52% say majority of the overall marketing activity for their business is digital." Does this mean that brands are straying away from traditional advertising in favor of digital? According to a recent study by AdRoll, 65% of marketing decision makers spent more than half of their marketing budget on digital marketing. Search Engine Journal Facebook rolls out seasonal greetings at the top of the News Feed Facebook's Goodwill team -- the same folks that brought us Friend's Day videos -- have rolled out new animated media to announce the change of the season. In the northern hemisphere, users will see images of birds and flowers. In the southern hemisphere, users will see falling leaves. TechCrunch New: LinkedIn’s Matched Audiences will target ads based on people’s web browsing, email addresses According to Marketing Land, "Later this year LinkedIn will once again let businesses target the people who visit their websites with ads on the Microsoft-owned, business-centric social network. On top of re-adding website retargeting — which is already offered by Facebook, Google, Twitter and Pinterest — LinkedIn will also enable business to target ads based on people’s email addresses, as its aforementioned rivals already do." Marketing Land How Much Instagram Influencers Charge to Post Sponsored Content MarketingProfs reports: "Influencers charge $271, on average, to share a sponsored post on Instagram [...] Modeling influencers charge the most ($434, on average) per sponsored Instagram post. Music influencers charge the least ($201, on average). Modeling influencers also tend to have the largest audiences (141,563 followers, on average), and music influencers tend to have the smallest (26,403)." MarketingProfs Google Admits Brand Safety Is a Global Problem Prompted by recent events in the UK, where a media group paused all of its clients' display spending due to ads appearing next to questionable and/or unsafe content through Google's ad network, Google is reevaluating their practices around unsafe advertising. However, advertisers must also call themselves into account and ensure they understand where and how their ads are being placed. For brands to maintain safety, everyone needs to be watching. Ad Age What were your top online marketing news stories this week? I'll be back next week with more online marketing news. If you have something to share, sound off in the comments or Tweet to @toprank. The post Online Marketing News: Millennial Micro Influencers, Apple Clips, Facebook Seasons appeared first on Online Marketing Blog - Top[...]



Superheroes of Social Media: Your Must-See Guide to #SMMW17

Thu, 23 Mar 2017 10:30:04 +0000

In a past life, I was a minor internet celebrity. One big perk to that dubious career was being a vendor at San Diego Comic Con for seven straight years. Our little indie booth saw visits from superheroes and celebrities alike. Doctor Who, Buffy the Vampire Slayer, DC & Marvel Comics: It’s truly a nerdy [...]

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B2B Marketers Are Way Behind on Influencer Marketing and Here’s the Solution

Wed, 22 Mar 2017 10:01:02 +0000

Influencer Marketing is a hot topic, but what is really working, what isn’t and what are the future trends for marketers? Those are the questions we set out to answer in the research report: Influence 2.0: The Future of Influencer Marketing. With analysis from Brian Solis of Altimeter and a research partnership between Traackr and my [...]

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12 Helpful Tips for Effectively Using Social Media at Events

Tue, 21 Mar 2017 10:30:51 +0000

From industry conferences to professional summits to intimate roundtables, most of us marketers have attended at least one real-world event to learn, be inspired, represent our brands, and network with one another. And after attending the 2016 MarketingProfs B2B Marketing Forum last fall, I can tell you one thing’s for sure: The face-to-face time you [...]

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50 Social Media Marketing Influencers to Follow in 2017 #SMMW17

Mon, 20 Mar 2017 10:01:21 +0000

The topic of Social Media Influence has really taken off since we first published this list. Many changes have happened in the social media marketing world ranging from the surprisingly close competition between SnapChat and Instagram stories to the acquisition of LinkedIn by Microsoft to the explosive growth of “creators” and micro-influencers. On top of all [...]

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Online Marketing News: Netflix Teaches B2B, Email Benchmarks & Facebook is a Copycat

Fri, 17 Mar 2017 10:30:11 +0000

What B2B marketers can learn from Netflix [Infographic] What could B2B marketers possibly learn from Netflix? It turns out, quite a bit. Namely, that scheduled marketing needs to take a back seat to content that's packaged for consumption when your prospects are ready. LookBookHQ src="https://www.youtube.com/embed/4DSuNcamWgI" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Email Marketing Benchmarks: 4Q16 Average Open, Click, and Bounce Rates A new study from Experian shows that email open and click metrics remained fairly stable year-over-year in 2016, but the average transaction-to-click rate grew by 10% and the average bounce rate increased by 11.8%. MarketingProfs Facebook Messenger copies Facebook’s copy of Instagram’s copy of Snapchat Stories Yes, you read that headline correctly. There is some truth behind all that sass. Last week, Facebook messenger rolled out it's copy of Facebook Stories -- a copy of the story feature owned first by Snapchat and later adopted by Instagram. They're calling Messenger Day. Marketing Land U.S. Digital Advertising Will Make $83 Billion This Year, Says EMarketer In 2017, eMarketer estimates that digital advertising revenues will grow to $83 billion. Leading that charge is Google with about 40% of that share of revenue, followed by Facebook with about 20%. Things are even closer when it comes to mobile revenue, with Google owning 32% of the market and Facebook owning 25%. AdWeek Google’s Share of Search Ad Market Projected to Grow to 80% by 2019 Search Engine Journal reports: "According to research firm eMarketer, Google is projected to hold 80% of the search ad market by 2019. As of last year, Google held 75.8% of the search ad market and this year it is currently holding on to 77.8%." Search Engine Journal Snapchat Receives Poor Grades From Marketers Marketers are reporting seeing low return from advertising on Snapchat. According to a recent study, Snapchat was outperformed by Facebook, Google, LinkedIn, Twitter, Yahoo and YouTube. The media platform did, however, outperform AOL. Ad Age Ad Exchange Launches, Aims To Transform Ad Inventory Into Standardized Securities MediaPost reports: "There’s a new ad exchange, and it’s not programmatic. The NYIAX (New York Interactive Advertising Exchange), launched on Tuesday, aims to change ad inventory into standardized securities. The NYIAX will run on the Nasdaq’s technology infrastructure and be platform-agnostic." MediaPost 1055% higher share rate on Facebook native videos Social media analytics provider quintly published a new study which found that users interact with Facebook videos at a 109.67% higher rate than they do YouTube videos, and that users are sharing Facebook videos at a 477.76% higher rate. quintly What were your top online marketing news stories this week? We'll be back next week with more online marketing news. In the meantime, check out the @toprank feed or our YouTube channel! The post Online Marketing News: Netflix Teaches B2B, Email Benchmarks & Facebook is a Copycat appeared first on Online Marketing Blog - TopRank®.[...]



Broad Vs. Niche Content: How to Find the Right Content Marketing Balance

Thu, 16 Mar 2017 10:30:22 +0000

“’Cause whether you’re high or low, you gotta tip on the tightrope.” –Janelle Monae Content marketing can sometimes feel like walking a tightrope through treacherous crosswinds. On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good. On the other, there’s the need to prove [...]

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What CMOs Need to Know About Data Informed Content Marketing

Wed, 15 Mar 2017 10:30:35 +0000

Driven by trends in lower performing advertising and changing consumer behaviors, many marketers have embraced content with the majority of companies adopting the practice. According to CMI and MarketingProfs 2017 Content Marketing Benchmark report, the most successful B2B marketers spend an average of 39% of their marketing budget on content marketing and 39% plan on increasing [...]

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5 Key Insights from TrackMaven’s 2017 Digital Marketing Analytics Performance Report

Tue, 14 Mar 2017 10:30:26 +0000

In today’s changing digital landscape, marketers know that having good data and analytics are vital for understanding the impact of their digital marketing efforts. After all, in order to drive performance and prove ROI, you have to be able to measure what’s working and what’s not so you can address issues and capitalize on opportunities. [...]

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10 Conference Hacks to Help You Crush Marketing Event Attendance

Mon, 13 Mar 2017 10:30:24 +0000

In my career as a marketer, I have attended more events and conferences than I can count. Events (especially those that span multiple days) are filled with so much information and it can quickly become overwhelming. By the second day you may feel that your brain is bulging with new information and you can’t possibly [...]

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Online Marketing News: State of Digital Marketing, New Geostickers & Top B2B Channels

Fri, 10 Mar 2017 11:30:22 +0000

SEJ Annual Report: State of Digital Marketing 2017 Search Engine Journal conducted their annual study and found some fascinating statistics. For example, 42% of respondents allocate almost all of their digital budget to PPC and display advertising, and 62% of marketers surveyed listed Facebook as their preferred social platform. Search Engine Journal src="https://www.youtube.com/embed/taSYnhMm-qc" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> New Geostickers in Instagram Stories for New York City and Jakarta If you are using Instagram in New York or Jakarta, you may have noticed a new feature - Geostickers. When you take a photo, you can click on the sticker icon and the Geostickers will appear. This is coming from a long line of changes Instagram is making that look -- probably non-coincidentally -- a lot like Snapchat. Instagram The Top Digital Channels for Generating B2B Leads New research from DemandWave showed that 95% of B2B marketers are using social media, 93% are using email and 91% are using organic. Interestingly, 73% said email was their top driver of leads, followed by 70% who said organic and 55% that said social media. MarketingProfs Facebook Is Giving All Advertisers Cross-Platform Stats in Its Latest Push for Transparency Facebook's measurement department, comprised of some of the old Atlas team, has created a measurement dashboard that allows marketers to see cross-network stats to help them analyze their Facebook and Instagram campaigns, along with ads that run on Facebook's publisher partner sites. AdWeek Prove Your Impact: The 2017 Digital Marketing Analytics Performance Report A new study from TrackMaven shows insights into social network engagement and audiences, top-of-funnel blog content, PR performance, and overall website health by industry. TrackMaven Google rolls out free Data Studio globally, improves filters & other features Marketing Land reports: Google has now rolled out the free version of its reporting tool, Data Studio, globally and made several improvements to the tool, including filters and analytics segments." Marketing Land Twitter Hears Advertisers: 'We Want to Buy Like We Do on TV' According to Advertising Age, "Twitter is now offering some advertisers guarantees on video ads, a step of maturation for the company that makes its ad product similar to a TV-style buy." Pre-roll ads will be counted according to Media Ratings Council standards, and Integral Ad Science and third parties like it are confirming the results. Ad Age A new Google tool actually lets you search videos for specific objects Google released their new Cloud Video Intelligence tool that allows users to search one or more videos using keywords and get a list of results that detail where in the video you can find objects relevant to your search. Mashable What were your top news stories of this week? We'll be back next week with more top online marketing news stories! Have something to share? Tweet it to @toprank. The post Online Marketing News: State of Digital Marketing, New Geostickers & Top B2B Channels appeared first on Online Marketing Blog - TopRank®.[...]



How Marketers Can Thrive in the Post Digital World

Thu, 09 Mar 2017 11:09:50 +0000

When I first heard Eric Yale from Forrester suggest at the Digital Summit conference that we live in a post digital world, I have to admit. I thought he was a bit nuts. Or just being sensational. I was wrong. If you’re thinking the same thing, here’s a rundown of what Eric said to provide some [...]

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8 Important Questions Your Social Media Marketing Strategy Must Answer

Wed, 08 Mar 2017 11:30:11 +0000

Social media has become a necessary and important marketing tactic for nearly every business, helping brands and marketers build brand awareness, share and interact with customers and prospects, and create another vital touch point in the evolving customer journey. But as the social media landscape continues to evolve, competition for audience attention is stiff. In [...]

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Evolve or Die: The Role of Purpose & Authenticity in Marketing

Tue, 07 Mar 2017 11:15:42 +0000

In a world where the average U.S. consumer is confronted with 64GB of data per day, I think it’s safe to say that marketing requires a very different approach. Marketers all over the world are searching hard for silver bullets and ways to differentiate. And I think a lot of companies are wondering what it will [...]

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