Archives for December 2017

Digital Marketing News: Teens Over Facebook, Blockchain and Big Blue, MoonPie Roasts You

Social Commerce

Social Commerce Takes Hold. A study by PwC reports that 78% of consumers are influenced by social media when shopping online. According to Marketing Week, the “social commerce boom” is being fueled by young mobile consumers. Thirty-three percent of 18- to 24-year-olds say they would purchase items directly on Facebook, 27% on Instagram and 20% on Twitter. For 25- to 34-year-olds, the numbers decrease a bit: 30% on Facebook. For 54- to 65-years-olds, it’s 10%. MediaPost

Top 100 Social Media Trends for 2018. From Influencer Campaigns to Social Media-Friendly Designs to social media inspired dog toys, these are 100 social media trends for next year. Or are they? IRL social media filters? TrendHunter

Happy 14th Birthday to @TopRank Online Marketing Blog

Happy 14th Blog Birthday TopRank Blog

Over the past 14 years this marketing blog has had numerous contributors, thousands of posts, hundreds of thousands of social shares and millions of views. To say blogging has had a positive impact on our business would be a gross understatement.

December 28 is our blog birthday and what started simply as an experimental way to share resources and develop writing skills has turned into one of our most effective recruiting, marketing and community engagement tools. That success is thanks to a team effort including Ashley Zeckman with 360 career posts, who has served as blog editor over the past 2 years, Josh Nite with 113 career posts, Caitlin Burgess with 106 career posts, Tiffani Allen with 90 career posts and our newcomers Anne Leuman, Nick Nelson and Elizabeth Williams.

25 Women Who Rock at Digital Marketing

25 Women Who Rocked Digital Marketing 2017

2017 marks the 8th year we’ve published a list featuring “women who rock” in the digital marketing space. I started the list in 2010 with social media specifically and after 5 years handed the reins over to Ashley Zeckman for a few years when the focus has broadened to digital marketing.

In the past I would ask each years’ honorees to nominate someone for the following year and so on. Following that we started ranking the huge list of women in marketing that we had compiled over the years using Traackr’s influencer marketing software.

In 2017 I’m making another change: to ask influential men in the marketing industry to nominate women who are leading in the marketing world.  I thought this was a timely and relevant way to help male leaders in our industry shine a light on their female counterparts, peers, superiors or subordinates.

Our Top 10 Content Marketing Posts of 2017

top content marketing posts
Content makes the Marketing world go ‘round, especially with our work here at TopRank Marketing. While content has been a steady drumbeat in the marketing mix over the past 7-8 years, marketers are still hungry for best practices, examples and the latest trends.

Lucky for our readers, we have excellent content marketers contributing to our blog including Ashley Zeckman, Josh Nite, Caitlin Burgess and one of our new content team members this year who has made quite a splash: Anne Leuman.

As a body of work, this collection of our top 10 content marketing posts represents an incredibly useful resource, full of practical examples and relevant topics for CMOs to copywriters. As you put finishing touches on your 2018 content marketing planning, I hope these posts prove useful.

Happy Holidays from the Team at TopRank Marketing


It’s that time of year again, where here in Minnesota the snow is falling, the temperatures are dropping and hearts are warming with thankfulness and appreciation.

2017 has been a year of change, evolution and innovation for the digital marketing industry and at TopRank Marketing, we are incredibly grateful for the attention and trust that our community and clients and have put into our mutual success.

Few people ever reach a fraction of their true potential and we are dedicated to continue supporting and growing an environment where each of our clients, agency team and community can realize their true potential as marketers. As we evolve as marketing professionals, TopRank Marketing is also focused on helping the marketing industry community find clarity, confidence and purpose in the growing complexity of modern business.

Digital Marketing News: Top Ads 2017, Marketing Jobs 2018, Google Mobile First

Top 10 Most Watched Videos of 2017

The 10 Most Watched Ads on YouTube in 2017 – This impressive collection of work includes two video ads that exceeded 100 million views. Which was your favorite? Natalie Portman for Miss Dior or Dwayne “The Rock” Johnson” for Apple?  AdWeek

B2B Tech Buyers More Motivated by Reliability & Ease of Use Claims Than Price. A study by Lavidge of 400 B2B decision makers in the US reports that technology buyers prefer reliability (64) over low cost (49%) when justifying purchasing decisions. MarketingCharts

The 2018 Hiring Outlook for Marketing and Advertising Jobs. 46% of marketing and advertising executives say it is somewhat challenging to find skilled workers today; 7% say it is very challenging – MarketingProfs

Connecting the Dots from Data to Better Customer Experience

Right Message Wrong Time
I love how Tom Fishburne aka marketoonist always does a great job of showcasing marketing truths. While the focus for marketers to deliver the right message to the right audience at the right time is nothing new, it’s also safe to say that we have a lot of work to do.

External Battery Charger SERP

For example, I was recently in the position of having to look for a new external battery charger. I seem to burn through these things like candy. A search on Google gave me relevant ads right on top. I clicked on a Best Buy ad and checked out the RAZORMAX Portable Power Bank.

raxormax portable power bank

It looked interesting enough and while I noticed reviews from the Best Buy site, I’m the kind of person that likes validation from 3rd party review sites. So I went back to search and looked for reviews.

The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The secret to juggling is to always have one of your chainsaws in the air. Simple, right? You have one more chainsaw than you have hands, so don’t try and hold all three at the same time. Simply, always be throwing and catching at least one.

Ready to rev up your chainsaws and try it? Raise your hand… if you have one left.

As anyone in the industry knows, content marketing is a lot like juggling chainsaws. It’s easy, we’re told: You just have to consistently produce high-quality, engaging content. But if it were that easy, everyone would already be good at it. Statistics show we’re not there yet: 54% of B2B marketers say producing engaging content is their top challenge, and 50% say producing content consistently is.

Year In Review: 6 Platform Changes That Shook Up Social Media Marketing in 2017

With 2018 on the horizon, we’re all in a state of reflection, looking back on all the good, the bad and the ugly 2017 brought us. When it comes to social media, it’s hard not to think about the latter two. With all the political turmoil and uptick in trolling, even Facebook recently admitted that its digging deep to turn the tide and bring well-being principles into the social experience.

But while there’s little doubt that 2017 surfaced new concerns and challenges in the social media space, there were some positive developments for everyday users and marketers alike. In this piece, we highlight some of those interesting and encouraging changes that occurred across platforms.

Innovative Marketers Must Not Just Face, But Embrace, Their Fears

How can you confidently pour your heart and soul into a non-traditional marketing strategy, knowing it could either take flight or fizzle?

It’s a dilemma that outside-the-box marketers must wrestle with if they truly wish to innovate and transform their industry. The idea of experimenting with methods that haven’t been substantiated through successful practice is both exhilarating and terrifying.

When facing tight budgets, client expectations, and ROI demands, fear of failure often wins out. But to quote Seth Godin: “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”

The marketplace is now busier and more crowded than ever, so perhaps what we should really be afraid of is following the same established blueprint as everyone else.

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

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

Content Conversations: Content Marketing Predictions for 2018

Last year around this time, we 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.