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Last Build Date: Fri, 16 Feb 2018 11:30:29 +0000

 



Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email

Fri, 16 Feb 2018 11:30:29 +0000

The Top Three Reasons Sales and Marketing Alignment Is Off [Infographic] Communication, broken processes and disconnected metrics are the top three reasons that sales and marketing alignment is off. Is it an issue of focus, priorities, or something else? MarketingProfs src="https://www.youtube.com/embed/k6blNBgBiPA" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Instagram Gives Brands New Way to Sell In 'Collection' Ads Instagram launched "collection" ads, which allow users to shop and purchase directly through the Instagram platform. AdAge Google Announces Amp For Email – Delivering Accelerated Mobile Pages Experiences To Your Inbox The new spec is available today through the Gmail Developer Preview, with support in Gmail slated for later this year. MarketingLand Instagram Tests Its Version Of The Retweet But Thru Stories Instagram has begun testing a new feature that would allow users to share public posts from other profiles to their own followers through the Stories feature. MarketingLand Nielsen Creates New Metric to Measure the Effectiveness of Product Integrations Nielsen is launching a new metric that may help marketers and publishers standardize brand mentions across platforms, like TV, short-form video and subscription-video-on-demand services. AdWeek Google Launches New Look For ‘People Also Search For’ Search Refinements Go to a search result, click on a listing, and then click back to the search results page on Google to trigger this on Google desktop search. Search Engine Land Breaking Up With Facebook: Users Confess They're Spending Less Time Mark Zuckerberg says recent changes have reduced the amount of time users spend on Facebook by 50 million hours each day, but those changes aren't the only reasons, according to users. USA Today How Facebook Is Changing the Way It Reports Organic Reach for Page Posts A redesign of Page Insights began rolling out this week for iOS and Android, along with a more accurate way for page admins to determine the effectiveness of their organic posts. AdWeek New Research: Account-Based Marketing Trends: Top Channels, Priorities, and Challenges New research indicates that the top challenges and priorities for account based marketing are the same – aligning sales and marketing, attributing marketing efforts to revenue and scoring and targeting ideal accounts. MarketingProfs Snapchat Is Opening Up Its Marketing Platform to All Ad-Tech Players and Agencies Snapchat is opening up their API to allow companies more access to their ad buying platform, and potentially more data. AdWeek Google Sets Deadline for HTTPS and Warns Publishers to Upgrade Soon If you haven’t made the switch on your site from http to https, it’s time to get started. Google has set a deadline of July 2018, after which Chrome will begin warning users explicitly if a site is insecure. Search Engine Journal On the Lighter Side: Google Launches 2018 Winter Olympics Features Across Search Results - Search Engine Journal McDonald’s Absurdly Lavish ‘Bling Mac’ Ring Could Be Yours, If You Love It Enough - AdWeek Over 150 New Emojis to Be Released on iPhone and Android This Year - Independent TopRank Marketing (And Clients) In the News: Rachel Miller & Lee Odden - Top 100 Social Media and Marketing Influencers - Digital Scouting Lee Odden -  37 Digital Marketing Conference Speakers Who Will Inspire Your Marketing Programs - Outbrain Lee Odden - Who Were The Top CMO Influencers Of 2017?  - Forbes Lee Odden - 16 Digital Rockstars you Need to Follow - neilmchugh We'll be back next week with more digital marketing news! In the meantime, quench your digital marketing thirst by checking out TopRank Marketing on YouTube and Twitter! The post Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email appeared first on Online Marketing Blog - TopRank®.[...]



5 Productivity Hacks to Bring Content Creation From Failing to Flying High

Wed, 14 Feb 2018 11:00:50 +0000

Let’s just get this out of the way: I don’t know anything about hacking. I’ve never hacked anything in my life, unless you’re describing my golf swing, or you count using a Game Genie to cheat at Sega Genesis back in the early ‘90s. In general, I find terms like “life hacks” and “growth hacking” to be… well, hackneyed. But you know what? Blog titles that include “hacks” — or other strong and compelling descriptors such as “surprising” or “critical” — have a greater tendency to gain viral traction. Sometimes a simple data point like that can be the springboard you need to uncover inspiration. Which brings us to the purpose of today’s post. Here at TopRank Marketing, we have an insanely talented Content Team. Legitimately some of the best writers and strategic thinkers I’ve ever had the pleasure of working alongside. But even these awesome pros are not immune to the occasional creative rut or swoon in productivity. It comes with the territory. Recently the team came together to discuss some of our personal methods for overcoming content creation slumps and getting back on track when we’re dragging. I figured I would share some of the most salient pointers to come out of that meeting here, so other marketers can benefit and maybe adopt a few of them during their own periods of stagnation. Hacks, insider tips, pearls of eternal wisdom — whatever attention-grabbing name you’d like to apply, I just hope you find these practical tips helpful in enhancing your productivity and elevating your content marketing success. (And feel free to comment with your own if you have tricks that work for you.) #1 - Embrace the 5-Second Rule Last year, Mel Robbins published a book called “The 5 Second Rule: Transform your Life, Work, and Confidence with Everyday Courage.” The premise behind this guide to conquering self-doubt and procrastination is rooted in psychology. Basically, the crux is that because our brains are wired to avoid risk, we are innately predisposed to abandon many ideas and plans almost as quickly as they arrive. Robbins challenges us to overcome this inclination by forcing ourselves to take some sort of action to move an idea forward within five seconds of the thought crossing our consciousness. It can be small and it doesn’t always have to lead anywhere. But it’s all about getting past your initial misgivings and, in some way, turning an idea from concept into reality. So, next time the notion of a blog angle passes through your head, take the step to jot down a note, or even a loose outline. When you’re struck with the spark for a content campaign, but not quite sure about it, discuss it with a colleague or at least record a quick voice memo on your phone. Basically, stop saying “later” and start saying “now.” By following this approach, you’ll find yourself with a whole lot more to work with, and it might just be that a passing fancy you’d have otherwise pushed out of mind turns into something great. [bctt tweet="Stop saying “later” and start saying “now” when an idea crosses your mind. - @NickNelsonMN #ContentCreation #ContentMarketing" username="toprank"] #2 - Start with Your Conclusion A classic writing tip from fledgling novelists is to draft the ending of a story first, and then work your way up to it. This same advice can be aptly applied to any content writer who is struggling to get a piece off the ground. When I’m sitting down to write something new, I frequently find that getting started is the toughest part. You need a strong, compelling introduction, and in many cases can’t proceed until you’ve got one worked out. Another issue can be that once you’ve surpassed that initial hurdle, you start wandering and get sidetracked from the main points you’re trying to make. Writing your conclusion before anything else can remedy both of these issues. Since it’s always smart to have the beginning and ending of a post tie together, you might find the pathway to your intro by taking this approach. A[...]



9 Upcoming Events to Learn All About Content and Influencer Marketing

Mon, 12 Feb 2018 11:15:47 +0000

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 [...]

The post 9 Upcoming Events to Learn All About Content and Influencer Marketing appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: Social Media Trends, What CMOs Search For & Mobile Ads Soar

Fri, 09 Feb 2018 11:30:25 +0000

Social Media Trends to Put Into Practice in 2018 [Infographic] What should social media marketers focus on in 2018? This infographic shows several trends, like social media ROI, mobile growth and trust. Social Media Today src="https://www.youtube.com/embed/Zm4KvKBBYqc?rel=0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Search, Paid And SEO, Rank Higher As CMOs Seek New Agency Partners What do CMOs look for in agency partners? A new report shows that while advertising and direct marketing remain on the top of the list, SEO and SEM are moving to toward the top in leaps and bounds. MediaPost Mobile Ads To Soar In 2018, Especially In Local Media MediaPost reports: “Social media ad revenue from mobile (not including tablets) now represents just over 70% of total social ad spending - and will grow to 80% by 2022, per BIA/Kelsey.” MediaPost Google Analytics Introduces New ‘Audiences’ Report Google Analytics has released a new report called “Audiences,” which is located, appropriately under the “audiences” category within the Google Analytics dashboard. To use this report, make sure to configure audiences in your account. Search Engine Journal Google Officially Announces the New Google Search Console is Available for Everyone Great news for Google Search Console users: the new version (in beta) is now available to everyone. You can still toggle between the old and new views if needed. Changes include consolidated error reporting and better export usability. Search Engine Land Twitter Extends Full Tweet Archive to Developers ZDNet reports: “Twitter announced it's giving developers access to the full archive of its history - all the way back to the first tweet in 2006. Until Thursday, full access to Twitter's history was only available to enterprise API customers.” ZDNet Instagram’s Carousel Ad Format is Coming to Instagram Stories Instagram announced recently that they’re bringing their Carousel Ads into stories, allowing for more than one piece of media. Advertisers can now use 1-3 pieces of media (photos or videos) in this new format. TechCrunch The State of Chatbots in 2018: Top Benefits and Challenges Consumers are saying that the benefits of chatbots include 24-hour customer service, along with getting instant responses. However, 43% of those surveyed said a potential blocker to using chatbots would be their preference for a live assistant. MarketingProfs Amazon Wins the Superbowl (of Ads) According to USA Today, Amazon’s “Alexa” spots beat out the NFL’s “Dirty Dancing”-themed ads during this year’s Super Bowl. USA Today US Social Users Head to YouTube, Facebook to Watch Videos Marketers can no longer afford to ignore video advertising. Why? eMarketer is predicting that video ad spending in the US alone will reach $15.42 billion this year, and will grow to $22.18 billion by 2021. eMarketer Intel Made Smarts Glasses That Look Normal Apparently, The Verge recently got an exclusive sneak peek at Intel’s new smart glasses Vaunt, which uses retinal projection to put a display in your eyeball. The best part? The glasses actually look like “normal” glasses. The Verge Digital Ad Buyers Say Google Search, Facebook Deliver the Best ROI A December 2017 survey of U.S. senior ad buyers by financial services firm Cowen and Company showed Google search was held in the “highest esteem” when it came to ROI. Nearly half of respondents named the platform as offering the highest ROI. Meanwhile, Facebook ranked second, named by 30% of those polled. eMarketer Snapchat Slips in Features Like Fonts and Do Not Disturb Amidst Redesign Snapchat appears to be following in Facebook’s “Time Well Spent” steps. The latest? Snapchat is offering a way to mute specific people without formally blocking them, according to TechCrunch. In addition, the major redesign that’s slowly rolling out comes with ways to jazz up your Snaps with colorful text styles and multiple captions. Tech[...]



Social Media Marketing Spotlight: U.S. Bank Rallies Local Allies for a Friendly, Engaging #MNNice #NiceOff

Wed, 07 Feb 2018 11:00:57 +0000

Roughly 120,000 visitors from 130 countries descended on the Twin Cities last week to take part in Super Bowl LII festivities hosted in downtown Minneapolis. To welcome visitors to the Land of 10,000 Lakes, Minneapolis-based U.S. Bank—which just so happens to have its name on the stadium that hosted the big game—wanted to give visitors a taste of “what Minnesota is all about.” For those of you who haven’t heard, Minnesota—where TopRank Marketing is proudly based—isn’t just known for its frigid winters and as the birthplace and residence of the late Prince Rogers Nelson. It’s also known for its “northern hospitality”—or as it’s affectionately called—Minnesota Nice. With Minnesota Nice as their inspiration—and some great strategic thinking—U.S. Bank launched the #MnNice #NiceOff conversation and friendly competition on Twitter, inviting its followers and other local brands to try to “out-nice” each other by sharing acts of kindness that are Minnesota Nice signatures. The result? A social media marketing campaign that was thoughtful, engaging, subtly brand-centric, and influencer-activated. Starting the Conversation While the conversation started with the single tweet below, the campaign was in the works for weeks. As it so happens, TopRank Marketing alumni and current U.S. Bank Social Media Campaign Manager, Jason Schober, was part of the action. And he was gracious enough to give us an inside look. “We really wanted to evoke some engagement and brand activation within the community of people that would be participating in the activities leading up to and at the big game,” Schober told us. Eventually, the Minnesota Nice-themed campaign strategy emerged as a winning idea. To get started, the team team laid out a strategy that would ensure FCC compliance by not mentioning financial products or services in communications, respect Super Bowl guidelines since U.S. Bank was not a direct sponsor, and make sure the campaign made sense for their brand identity and voice. The campaign was in great shape, but U.S. Bank didn’t want to go at it alone. So, roughly a week before launch, they began to form partnerships with other local, well-known brands—including Target, Land O’ Lakes, Sun Country and 3M—to be part of the conversation. However, none of the partnering brands knew what others would be posting until it unfolded on launch day (Feb. 1), which kept the conversation real and spontaneous. Here’s a shot of the beginning of the conversation. For the work we do at TopRank Marketing, this move is directly tied to the power of influence in marketing. By partnering with influential brands, U.S. Bank was not only able to add credible voices to the conversation, but also extend their reach to these brands’ respective audiences. In addition, once the ball got rolling, other brands and individuals were given an organic opportunity to get in on the fun. Of course, many of the interactions cleverly intertwined a brand’s own marketing message. Here’s one of our favorites: When it came to selecting the right hashtag to define the conversation, their approach was two-pronged, according to Jason. “The original idea was #MinnesotaNiceOff,” he explained. “But for both tracking and engagement purposes, we decided to leverage two hashtags: #MnNice and #NiceOff. Reason being, we knew #MnNice was already being used and could open our conversation up to a broader audience, and #NiceOff would be something we could own and brand the conversation with.” The Big Takeaway A thoughtful, integrated social media marketing strategy is an absolute must. Start by looking at any compliance and trademark red tape, as well as how a campaign will integrate with and complement your brand. Then ask yourself: What other credible, influential voices can be added to elicit shared value? Managing Engagement There’s little doubt that trolls and disgruntled users are commonplace on social media [...]



9 Top Marketing Trends for 2018

Mon, 05 Feb 2018 12:15:25 +0000

There is no question that 2017 was an incredible year for marketing. What’s even better than a banner year is fresh optimism for the next. Predictions and trends for 2018 present even more opportunities for marketers that can see the signal amongst the noise. As we continue to grow, I’ve been researching what trends are [...]

The post 9 Top Marketing Trends for 2018 appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: State of Social, Super Super Bowl Ads, Scheduled Posts on Instagram

Fri, 02 Feb 2018 11:00:00 +0000

The State of Social 2018 Report: Your Guide to Latest Social Media Marketing Research [New Data]. Buffer teamed up with Social Media Week to collect data from over 1,700 marketers and create a new report with insights ranging from huge opportunities with messaging apps to how successful marketers are measuring social media ROI. Buffer Blog(...)Read [...]

The post Digital Marketing News: State of Social, Super Super Bowl Ads, Scheduled Posts on Instagram appeared first on Online Marketing Blog - TopRank®.




What Are Hashtags Really For? #Confused #Blessed #NoFilter

Wed, 31 Jan 2018 11:30:18 +0000

In late 2014, the hashtag #WhyIStayed was trending on Twitter. Frozen pizza slinger DiGiorno, known for being snarky and clever on social media, wanted to join the fun: There was just one problem: #WhyIStayed started in response to a video of domestic abuse. Women used the hashtag to tell their own story of abuse and talk about the societal pressures that led them to stay with their abusers. At best, DiGiorno looked clueless. At worst, it looked like they were making light of a very serious issue. All they wanted was a little brand visibility...and they got it, but not in the way they were hoping. Hashtags are an integral part of Twitter and Instagram (and Facebook, to a much lesser extent). As such, they should be part of our social media marketing on each platform. But as DiGiorno and many other brands have shown, it’s not enough to look at the trending tags and hop on board. Marketers need to understand what hashtags are for and how our audience is using them before we jump in. Here are the #fundamentals you need to avoid invisibility or embarrassment with hashtags. #History Hashtags started as a feature on IRC (Internet Relay Chat) channels back in 1988, when the internet still ran on steam turbine power. The "#" in front of channel meant that it was available for users across the internet, not just on a local area network. Twenty years later, IRC fans who were early Twitter adopters proposed using the symbol to help classify common topics or groups. Twitter itself didn’t officially recognize hashtags for two more years. In 2009, the site started automatically hyperlinking hashtags to search results. Facebook added hashtags in 2013, but they don’t see as much use on the platform. By contrast, Facebook-owned Instagram practically runs on hashtags. It’s not unusual to see a post with a four-word captioned followed by a paragraph of tags: #NoFilter #WokeUpLikeThis #BeachLife #SanDiego #ChihuahuaLove. Clicking any of the tags leads to a custom feed of images with the same tag, much like Twitter’s search functionality works. #WhatHashtagsAreNot Hashtags began as a way to categorize information for future searchers, much like the category or topic tags on a blog. In that case, using the right hashtags is more like SEO than anything else; it’s all about making sure your message comes up for the right query. But hashtags aren’t really for search anymore. Hardly anyone is going to the search box on Twitter or Instagram and putting in a keyword to pull up a specific hashtag. Hashtags are not really for marketers to boost their brand or their content, either. We can strategically use hashtags for that purpose, but we must remember that’s an off-label use. It’s important to tread lightly on using hashtags promotionally — as DiGiorno and many others can attest. If it’s not about search or self-promotion, how should marketers think about hashtags? Or, better question, how does your audience think about hashtags? Odds are, though, your audience doesn’t actively think about why they use or interact with a specific tag. There’s an innate understanding that makes some tags look “right” or “natural,” while others feel “forced” or “commercial.” The best way I can think of to express that innate understanding is: #HashtagsAreAConversation Social media feeds move fast. Hashtags are a way for users to block out space to have a conversation. “We’re telling this type of story in here.” “We’re sharing this type of picture in here.” Using a specific existing hashtag should come with the knowledge that you’re entering someone else’s conversation space. The social media manager at DiGiorno likely wouldn’t go up to a group of people talking about a sad and serious topic in hushed tones and shout, “PIZZA!” But that’s exactly what they did on Twitter. So before you jump into a conversatio[...]



Death of Facebook Organic Reach = New Opportunities for Influencer Marketing

Mon, 29 Jan 2018 11:30:22 +0000

Earlier this month, marketers were shocked to learn that Facebook would be making more major changes to its News Feed, effectively bringing brand and publisher organic reach to zero by prioritizing high engagement content from family, friends and groups. In a formal statement posted on his own Facebook page, Mark Zuckerberg said: “We built Facebook [...]

The post Death of Facebook Organic Reach = New Opportunities for Influencer Marketing appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: Instagram Gifs, Google AutoML, App Spend hits 86 Billion

Fri, 26 Jan 2018 11:02:01 +0000

Instagram Adds Gifs to Stories and, Yes, It’s a Direct Shot at Snapchat. Instagram announced users can now add GIF stickers to all photos and videos uploaded to Stories with more than 100,000 moving stickers to choose from, as well as see which movable images are trending. Does this remind anyone of the annoying days of [...]

The post Digital Marketing News: Instagram Gifs, Google AutoML, App Spend hits 86 Billion appeared first on Online Marketing Blog - TopRank®.




How to Prove the Value of Content Marketing to Your CMO in 3 Easy Steps

Wed, 24 Jan 2018 11:30:35 +0000

“ROI” can be a blurry idea in the world of content marketing. With often hard-to-measure costs and returns, content marketing ROI or value isn’t always crystal clear. Dealing in metrics like pageviews, time-on-page, organic impressions, and others aren’t always directly translatable into business revenue, which — let’s face it — is what your bosses really [...]

The post How to Prove the Value of Content Marketing to Your CMO in 3 Easy Steps appeared first on Online Marketing Blog - TopRank®.




New Year, New Outlook: TopRank Marketing’s 2018 Integrated Digital Marketing Predictions

Mon, 22 Jan 2018 11:30:55 +0000

The new year is barely underway and already we’re already seeing significant shifts in digital marketing. Facebook recently announced their decision to favor friends over brands in news feeds and YouTube has tightened the reins on what channels can be monetized. And this is just within the first few weeks of the year. Undoubtedly, digital [...]

The post New Year, New Outlook: TopRank Marketing’s 2018 Integrated Digital Marketing Predictions appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: 2018 Creative Trends, Organic Facebook Dead, YouTube Tightens Up

Fri, 19 Jan 2018 11:09:38 +0000

2018 Creative Trends – Shutterstock’s data and creative teams analyzed their customers’ billions of searches for images, footage, and music search and download data to discover the biggest year-over-year increases. What are the top trends? Fantasy, New Minimalism, Space, Natural Luxury, and Punchy Pastels among others. – Shutterstock ‘Organic reach on Facebook is dead’: Advertisers expect price [...]

The post Digital Marketing News: 2018 Creative Trends, Organic Facebook Dead, YouTube Tightens Up appeared first on Online Marketing Blog - TopRank®.




7 Influencer Marketing Trends That Will Rule 2018

Wed, 17 Jan 2018 11:30:13 +0000

While influencer marketing boomed in 2017, it's been on the rise for a full decade. In fact, we first posted about it in 2008 after we attended a session at SES San Jose on social media analysis and tracking. Ten years later and influencer marketing has evolved from a rising trend into a proven marketing strategy, causing more and more B2C and B2B companies to start influencer programs of their own. As influencer marketing has gained steam, it’s earned a more dedicated spot in the digital marketing mix and become more approachable in the eyes of marketers. As our own CEO Lee Odden, a longtime advocate for influencer marketing, regularly says: “Everyone is influential about something.” But as marketers dive deeper into the influencer marketing waters, they wonder how the tide will change and ultimately force them in a different direction. Having executed influencer marketing programs for both B2B and B2C brands for the past several years, we’ve had a front row seat to the evolution of influencer marketing. To give you a glimpse into where influencer marketing is already heading and help you stay on top of your influencer game, here are seven influencer marketing trends that are taking over 2018. #1 - Full steam ahead for influencer marketing programs. We touched on it briefly earlier, but as influencer marketing becomes more approachable with tools like Onalytica, Traackr, BuzzSumo, and others, it will also become more popular. For 2018, this means that more and more brands will come online with influencer marketing programs, including both B2C and B2B brands. But what does this mean for your influencer marketing strategy? It means your competition could soon be doing their own influencer marketing campaigns, making it all the more important that your campaign sets itself apart from the rest. Through unique influencer relationships, helpful insights, and new media types, you could take your influencer campaign from “first” to “best.” Or both. Both is good. Read: 20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer #2 - Brands are looking to be bold, loud, and different. With more B2B and B2C brands amping up their influencer marketing, brands are thinking of new and innovative ways to differentiate their campaigns. With great content serving as the foundation for any campaign, brands are hoping to stand out by offering unique, bold, and intuitive user experiences, generating an added level of excitement and further engaging audiences. To level up our own influencer marketing user experience, we created an interactive infographic featuring 15 quotes from digital marketing influencers to generate awareness of our agency prior to the Digital Marketing Summit in Minneapolis this past summer. This not only helped engagement with our audience, but it also helped us create something that our influencers were proud to contribute to and share. #3 - Brand focus on business results. At the beginning of its time, influencer marketing was all about reach and awareness. By tapping into an influencer and leveraging that relationship, you could gain the ear of an entirely new audience. Multiply that affect with the number of influencers you work with, and you have a rapidly growing audience. Influencer marketing is no longer just about audience growth, though. Brands are and will turn to influencer programs to drive conversions and engagement, too. What will that look like? From our vantage point, you’ll see an influx of influencer and brand hosted webinars, live stream Q&A’s, endorsements, and other bottom of funnel influencer content. [bctt tweet="#InfluencerMarketing is no longer just about audience growth - @aleuman4" username=[...]



4 Top Trends in Customer Centricity to Drive Digital Marketing Success in 2018

Mon, 15 Jan 2018 11:30:27 +0000

Ask any digital marketer if they’ve been able to set their strategy on autopilot over the past decade, and I bet you’ll get a laugh or two—as well as an emphatic “No.” If we’ve learned anything it’s that the digital landscape is simply too fast-changing to keep the business as usual mindset. But while the [...]

The post 4 Top Trends in Customer Centricity to Drive Digital Marketing Success in 2018 appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data

Fri, 12 Jan 2018 11:30:55 +0000

Infographic: What Marketers Really Think About Artificial Intelligence A new infographic shows 47% of marketers consider artificial intelligence (AI) to be over-hyped. In addition, 43% of marketers believe vendors overpromise and underdeliver when it comes to AI. AdWeek src="https://www.youtube.com/embed/NiOjxZcKLBQ" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Can Autonomous Stores Catch On? Brick-and-mortar stores are testing out an automation model, functionally converting their stores to vending machines. These may increase convenience and service levels for some customers, but many remain doubtful that this will take off in a big way. MarTech Today Google Search Console Adds 16 Months of Data Can I get a heck yes?! Google has confirmed that Google Search Console will now be able to show 16 months of data versus the typical 90 days. This is currently available in their beta version for some users, with a larger rollout pending. The SEM Post The State of Video Marketing: Distribution, Topic, and Budget Trends Marketers are saying that social media brings them the highest ROI for digital video distribution, followed by email. In addition, 50% of respondents are transferring budgets from traditional media budgets to finance digital video and 37% are reallocating budgets from digital media. MarketingProfs Hulu Hits $1 Billion Ad Milestone In 2017, Hulu hit a record for video advertising revenue at $1 billion. They also saw a 40% rise in subscribers year-over-year in 2017 for video-on-demand and Live TV products. MediaPost Self-Driving Cars Have Landed at #CES2018, and Marketers Really Need to Pay Attention Self-driving cars are more than just a surreal future world pipe dream — they’re well on their way to becoming a real disruption to our typical interactions with transportation. Aside from the daily interaction, self-driving cars can also serve as a site for real-time marketing communications. HubSpot Forrester: Mobile will drive 69% of search ad growth by 2022 Mobile Marketer reports: “Mobile phones will drive most of the expansion in paid search ad spending, contributing an estimated 69% of the $19 billion in growth by 2022, according to Forrester research.” Mobile Marketer How Marketers Are Turning Your Car Into a Branded Experience Talking to your car isn’t as strange of a thought as it once was. But marketers and tech platforms are toying with the idea of taking this to the next level — providing helpful, timely information to consumers on-the-go. AdWeek Why Brands Will Go To Extremes — Lengthwise — With Digital Video In 2018 Marketing Dive reports: “In 2017, marketers spent 2x as much on online video than they did on TV ads. While standard 30-second ads aren't going away, brands are increasingly experimenting with a wide array of video formats that push extremes length-wise.” Marketing Dive Google Is Sunsetting Adwords Review Extensions Next month, Google will be removing the text ad extensions that allow advertisers to highlight 3rd-party reviews within their ads. If you have used these extensions and want to keep the data, export it in AdWords this month. Search Engine Land New Data Reveals It's Time to Change Your Headline Strategy New research from Buzzsumo revealed some surprising insights about headlines that play best on Facebook — including which word combinations get the most engagement, and which to avoid. Social Media Today On the Lighter Side: M&M's debuts touchdown dance contest for Super Bowl - Mobile Marketer Billy Mann Discusses Video Humor as a Tool for Marketing - Small Biz Trends TopRank Marketing In the News: Debbie Friez - 2018 Di[...]



How to Become a Better Data-Informed Content Marketer

Wed, 10 Jan 2018 11:30:27 +0000

As a 21st century marketer, you already know that data is an important player in the content marketing game. Data helps us understand who our audience is, what they care about, and how our content impacts their decisions. It helps us connect all the dots — and continue to find new dots as attitudes, needs, and preferences change. But is your content marketing strategy taking advantage of all of the data you have at your disposal? Or is some data left on the cutting room floor? As TopRank Marketing’s own Lee Odden recently wrote on the topic of data-informed content marketing: “When it comes to content, creators are traditionally more art than science, and using data to guide editorial planning is still not an advanced skill for many companies.” Not too long ago, Forrester reported that companies only use 12% of the data they have at their disposal. The remaining 88% of data is wasted and left unused. But imagine how much more effective your content marketing efforts would be if you upped that percentage even a few points — let alone to 100%. With that said, we want to help you up your data gleaning skills and get the most out of your search, social, and behavioral data. Below are our top tips for becoming a better data-informed content marketer and really boost your content performance. #1 - Create a segmented content pipeline. Odds are, you already track your customers, the pages they visit, how long they stay, and the actions they take on your site. After all, it’s Content Marketing 101 to track your audience and their behavior, but this doesn’t paint a complete picture of your content and how it’s performing. To get a complete, 360-degree picture, you need to analyze the types of content you’re creating and draw some conclusions about performance. Start breaking down your content by bucketing your pieces by length, stage of the funnel, topic, keyword, and other categories that could influence audiences. You can typically find this information in your content management system (CMS), content marketing platform (CMP), or your editorial calendar. At TopRank Marketing, we’ve developed our own dashboard that integrates with various data sources such as Google Analytics and Google Search Console, as well as pulls in our own categories and details to help us segment and analyze how our own content, as well as the content within our client programs, is performing. Here’s a little peek at how we segment: Once your content has been segmented, it’s not only easier to see what types of content perform best, but also when they reach their peak performance and with whom. If a pattern starts to emerge, you can then fill up your content pipeline with items that can replicate that same success. [bctt tweet="Use the #data at your fingertips to create a segmented content pipeline. - @aleuman4 #contentmarketing" username="toprank"] #2 - Monitor social activity and engagement. Of the world’s 3.7 billion internet users, 2.7 billion of them are active social media users, according to We Are Social. That’s roughly 35% of the world’s population logging onto social media to discover trending content and share messages with their networks. With that in mind, using social media to distribute your content is a no-brainer. Plus, social networks make it easy for your to track your content’s social engagement through likes, retweets, shares, mentions, replies, etc. But your own social media profiles and posts aren’t the only thing you should be monitoring if you want to create a more data-informed content strategy. Because social is such an important marketing channel, your com[...]



Content Marketing Evolution: 5 Major Content Marketing Trends for 2018

Mon, 08 Jan 2018 11:30:14 +0000

Do you remember upgrading from an old square TV to a high-definition model? It was an amazing leap forward in the viewing experience. Then came 3D televisions…and no one really cared. Then even bigger screens, then curved displays, OLED, smart TVs, 3D and 4k. None of these advances have really fired up the imagination of [...]

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Digital Marketing News: The Visual Internet, Influencer Marketing Trends, Sneaky Ads

Fri, 05 Jan 2018 11:30:21 +0000

How to Keep Up With the Rise of the Visual Internet [Infographic] Online media is increasingly visual — from personal photos to branded motion graphics, gif and videos. How can you keep up with the rising need for visual content? This infographic shares tips to help you stay on top of the trend and keep your viewers engaged. MarketingProfs src="https://www.youtube.com/embed/f0gGZPMci_w" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> 10 Million People Used Facebook Live on New Year’s Eve It probably won’t come as a shock that, for most, the tradition of cozying up around an antennaed TV to watch the ball drop on NYE is behind us. Because in front of us — right in front of our faces — is Facebook Live. Ringing in 2018, Facebook Live topped their activity from the previous year’s NYE festivities, with people sharing 47% more live videos than last year.  Facebook Media Google’s Rich Results Tool Allows for Testing of Structured Data Google has a way of defining things (“Conversions” for instance) and now, they’ve defined Rich Results. “Rich Results” has been coined as a phrase to refer to rich snippets, rich cards and other “rich” additions to a website’s content. And Google’s new tool will test for all types of structured data that can be shown as rich results, pulling from sources including JSON-LD, Microdata and RDFa. The tool currently works for recipes, jobs, movies and courses, and Google plans to expand to more data types. Search Engine Journal Top Influencer Marketing Trends & Challenges of 2018 Of the influencer marketers surveyed by Linqia, 76% predict that their top challenge in 2018 will be determining the ROI of their influencer marketing programs. In addition, 52% of those same influencer marketers plan to adopt the trend of running influencer marketing programs that leverage multiple types of influencers, and 44% will use influencer content to improve the performance of other channels. MarketingProfs What Millennials Are Killing Now, And 24 Other Insights We Can Glean by Analyzing Tweets 6,000 tweets are posted every second, and anybody who’s stayed up past bedtime scrolling through the Twitterverse can attest that, yes, it can all add up to a LOT of noise. But each tweet is also a piece of data. Brandwatch has analyzed billions of those tweets, which they refer to as “live human thought,” and answered some of our most burning questions: Who was the most talked about character in Game of Thrones Season 7? Does Starbucks spell my name wrong on purpose? Brandwatch 2018 Will Be the Year Chatbot Conversations Get Real AT&T recently revealed plans to roll out a “mobile 5G” network in a dozen markets by the close of 2018. The company indicated that the network would bring 5G service to everything from mobile and VR to car AI and home TV. Not to be left out, Verizon, Sprint and T-mobile are all working towards 5G as well — all with nuanced approaches.  VentureBeat On Facebook, Viral Reach for Branded-Content Ads Eclipses Standard Ads New research from Shareablee shows that branded-content ads get twice as many organic or earned impressions as they do paid impressions on Facebook. Organic impressions for the average Facebook ad make up less that 10% of impressions from paid promotion. Creating shareable content that performs well organically — with a little help from paid promotion — is proving to be a winning combination. MarketingLand One In Ten Publishers Say They're Not Labeling Native Advertising Two new studies from the Native Advertisi[...]



7 Examples of Brands Mastering Twitter for Social Customer Care

Wed, 03 Jan 2018 12:10:36 +0000

These days, there’s little doubt that social media is plays a pivotal role in a brand’s marketing strategy. After all, with roughly 2 billion internet users on social networks and counting, there’s massive reach and resonance potential. But couple widespread adoption with shifting consumer preferences and expectations—and the smell of major change is in the [...]

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