Lee Odden

Digital Marketing News: Google Best Answer, Twitter Threads, Most Viral on Facebook

Lee Odden on Dec 15th, 2017     Online Marketing News

Predictive Analytics
How Predictive Analytics Can Help Your Business See the Future. Now more than ever, predictive analytics are becoming available to small businesses looking to get ahead of the competition by mining their data and generating meaningful intelligence. From mapping customer purchase trends to optimizing product campaigns, predictive analytics can be the digital marketing solution your company needs. An investment in predictive analytics may give your business the competitive advantage it needs, helping you leave yesterday’s problems behind and focus on growth to come. Entrepreneur

These Emotions Are Said to Have the Greatest Influence on Brand Loyalty. Research from Capgemini’s, which correlated emotions and stated loyalty towards brands, has revealed that the three most important emotions are: Honesty; Trust; and Integrity. People also associate the emotions of “belonging,” “security,” and “familiarity” with loyalty. MarketingCharts

Ashley Zeckman

Content Conversations: Content Marketing Predictions for 2018

Ashley Zeckman on Dec 14th, 2017     Content Marketing, Digital Marketing, Online Marketing

Last year around this time, we asked reached out to a series of content experts (many of which are included in this post), to ask them for their top content prediction for 2017. By and large, the explosion of video content was a top prediction and rang true this year.

We also received predictions related to the mistrust of news sources (#FakeNews anyone?), the need for restructure within marketing departments as content marketing roles become more defined and the necessity for a defined content marketing strategy.

And while each of these predictions were spot on) or very close to what we’ve experienced this year), some of them were very aspirational. This year, content marketers have been through alot. They’ve had to do even more with less, focus even more on marketing performance and try to navigate a very saturated marketplace.

Joshua Nite

4 Search Trends That Made Waves in 2017

Joshua Nite on Dec 13th, 2017     SEO, SEO Tips

For the past two decades, the pinnacle of search sophistication was talking to a search engine like you’re Tarzan. “What are the best hiking boots for men?” became “best hiking boots men.” “How many ounces are there in a pound?” became “number ounces pound.” Question words, articles, adjectives, or any such linguistical fanciness would confuse the humble algorithms.

But search is finally getting smarter. Search engines can parse whole phrases, decipher intent, zero in on results that will delight the searcher. And search is moving beyond the desktop or even the smartphone touchscreen, accepting new kinds of input, and displaying output in other formats than the standard ranked list of links.

Caitlin Burgess

5 Purpose-Driven Companies Making an Inspiring Splash on Social Media

Caitlin Burgess on Dec 12th, 2017     Social Media

As our world becomes increasingly connected through the internet, social media and mobile technologies, consumer awareness and engagement around local and global social, economic, political and environmental challenges are soaring to new heights.

As a result, people desperately want to invest their time and money where their hearts are by supporting and working for companies that are making a positive and meaningful impact. And many companies are answering the call by throwing out conventional business models to tackle these challenges—while also bolstering and growing their bottom line. They’re finding and living their purpose.

For these companies, success isn’t grounded in simply offering “the best” product or service. Instead, it’s the purpose behind the creation and execution of those best-in-class products and services that drives success for all involved.

Nick Nelson

3 Unusual Content Marketing Approaches That Actually Work

Nick Nelson on Dec 11th, 2017     Content Marketing, Digital Marketing

My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.

The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.

None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.

Lee Odden

Digital Marketing News: Mobile Beats Desktop, YouTube Stories, Facebook for Kids?

Lee Odden on Dec 8th, 2017     Online Marketing News

Top Women Influencers in Tech

TopRank Marketing has partnered with Onalytica for the Women in Tech: Hot Topics and Influencers List for 2018. The list features influencers in the categories of Artificial Intelligence, FinTech, Blockchain, BigData, IoT, EdTech, MarTech, InsurTech, Virtual Reality, and Cyber Security. Onalytica Blog

Study: 80% Of Brands Plan To Boost Video Spending In 2018. Of course Facebook and Google dominate video advertising with Facebook accounting for 39%, and Google’s YouTube, 27% of digital video ad spend. The cost of producing targeted high-quality videos is prohibitive, and many marketers rely on agencies to create the ads. MediaPost

Facebook tests tool to make it easier for businesses to send message blasts on Messenger. Facebook is internally testing a tool called Messenger Broadcast that businesses would be able to use to send message blasts to people who had conversed with their accounts on Messenger. Of course that wouldn’t work of Messenger is down (see above).  MarketingLand

Joshua Nite

5 Outdated Content Marketing Tactics (And What to Do Instead)

Joshua Nite on Dec 7th, 2017     Content Marketing, Digital Marketing

Can I interest anyone in an iPhone? No, not the iPhone 8 or X. I’m talking about this bad boy:

No takers? But it has a 320X480 pixel screen, 128 Mb of RAM, and a single 2-megapixel camera! Back in 2007, this was the hottest phone on the market. People lined up in front of stores just to get their hands on one.

You get the point: State of the art quickly becomes laughably outdated. What used to thrill a consumer’s soul is now something we wouldn’t give a toddler to play with.

That kind of obsolescence isn’t limited to the tech industry, of course. The cycle from next-big-thing to the dustbin is even faster in online content. Yet many content marketers are using tactics that, while they once worked, are now as outdated as that original iPhone. What’s worse, some of us are still in the flip-phone stage.

Lee Odden

5 Examples of Influencer Marketing in Action Across the Full Customer Journey

Lee Odden on Dec 6th, 2017     Influencer Marketing

Influencer Marketing Customer Lifecycle

Much of what we hear about influencer marketing is centered around reach and engagement objectives. This is not unlike the early days of social media marketing programs where platform capabilities and user behaviors created a perfect storm for connection and interaction.

Fast forward to today and we’ve certainly learned that social media is not a silo of communication, but more of a universal truth when it comes to where people spend their time to discover, consume and interact with content.

Influence brings that same universal truth in terms of something that affects us all. From a marketing context, influence is the ability to affect action and since virtually every person with a phone is empowered to publish, everyone has some degree of influence.

Caitlin Burgess

How Employee Engagement Helps Drive the Success of Your Marketing Efforts

Caitlin Burgess on Dec 5th, 2017     Digital Marketing, Public Relations

As our world becomes increasingly driven by digital technologies and the workforce experiences generational shifts, employee engagement is rising as a top focus area for many companies. After all, according to Gallup’s 2017 State of the American Workplace study, just 16% of the American workforce is “actively” engaged.

Of course, when employees aren’t engaged, they’re a flight risk. In fact, Gallup’s research also revealed that 51% of employees are actively looking for a new job or watching for openings. Furthermore, those employees who fall into the “actively disengaged” category, are almost twice as likely as engaged employees to seek new jobs. And when employees leave, that can have a big impact on your bottom line when it comes to recruiting and back-filling costs.

Anne Leuman

How 5 B2B Brands Are Using Snapchat and Instagram Stories

Anne Leuman on Dec 4th, 2017     Digital Marketing, Online Marketing, Social Media

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

Lee Odden

Digital Marketing News: F500 Are Visual, LinkedIn on Top, Business of Color

Lee Odden on Dec 1st, 2017     Online Marketing News

The Business of Color
From golden arches to red bulls, color is fundamental to our recognition of familiar brands and color affects the way people react when they first encounter a company. Vistaprint worked with Dr. Sally Augustin of Design With Color to develop recommendations for the design of places, objects, and services that support desired cognitive, emotional, and physical experiences. Vistaprint

Study: Social Media and Blog Usage by Fortune 500 Companies in 2017. Fortune 500 companies are increasingly using visual social networks such as Instagram, YouTube, and Snapchat, according to recent research conducted by Nora Ganim Barnes and Shannen Pavao at The Center for Marketing Research, University of Massachusetts, Dartmouth. MarketingProfs

Joshua Nite

Content Marketing Lessons from 4 Holiday Advertising Fails

Joshua Nite on Nov 30th, 2017     Content Marketing

Making a great holiday ad should be simple. Start with a heartwarming message about love, peace, and goodwill. Add twinkling lights and evergreen trees and families getting warm by a fire. Then add your brand’s logo discreetly toward the bottom right. There you have it – a holiday ad that won’t offend, creep out, or annoy anyone.

It’s an easy formula, but one that a surprising number of brands mess up every year. Fortunately for us, they mess up in entertaining and educational ways. It’s almost easier to learn from a cautionary tale than a role model, so reveling in bad marketing can make you a better marketer.