Archives for January 2018

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

What Are Hashtags Really For?

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:

DiGiorno Hashtag Social Media Marketing Fail

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.

Death of Facebook Organic Reach = New Opportunities for Influencer Marketing

Facebook Zero Influencers

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 to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

“But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. … Based on this, we’re making a major change to how we build Facebook.”

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

Gif Stickers

Image source: Instagram

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 Angelfire and MySpace? AdAge

App Spending Topped $86 Billion In 2017. Around the world, smartphone-carrying consumers downloaded more than 175 billion apps last year, on which they spent over $86 billion according to the latest annual report from App Annie.  MediaPost

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

Content Marketing Value

“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 care about.

Even though only 8% of content marketers consider themselves successful in tracking content marketing ROI, we all know that content marketing is incredibly valuable. As our CEO Lee Odden has said for a long time:

“Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers readers’ questions in a useful and entertaining way serves everything from demand generation to lead generation.”

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

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 marketing tactics like content marketing, SEO, paid, influencer marketing and social media will all face changes in the coming year. Some of which we’ll be able to predict, and some of which we won’t.

However, today’s best marketers know that individual marketing tactics do not stand alone. Which means that integrated, “best answer” digital marketing strategies will reign supreme. That is why instead of focusing our team’s predictions on how individual tactics will evolve in 2018, we’ve uncovered how the role of each tactic will change as part of the overall digital marketing mix.

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

Creative Trends 2018

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 hikes after Facebook’s feed purge. If any brands haven’t already shifted their Facebook strategy entirely to paid, then they may have to soon. Facebook is changing its news feed to prioritize what friends and family share, which will reduce the amount of content that users see from brands and publishers. Open up those wallets folks! Digiday

7 Influencer Marketing Trends That Will Rule 2018

Influencer Marketing Trends 2018

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.”

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

Consumer Trends Marketers Need to Know

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 global rise of the internet, the explosion of social media, and the development of mobile technologies and other digital tools and platforms are undoubtedly “to blame” for the constant state of change we operate in—it’s really the everyday use of these innovations that requires our flexibility and attention.

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

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

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

How to Become a Better Data-Informed Content Marketer

Data-Informed Content Marketing Tips

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.”

Content Marketing Evolution: 5 Major Content Marketing Trends for 2018

Content Marketing Trends 2018

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 the TV-buying public. These incremental improvements just aren’t compelling enough to inspire me to upgrade.

The same thing happened with smartphones. The iPhone’s touchscreen-only design was revolutionary, and now every modern phone is a sleek rectangle. Since then, it’s been incremental change and vanity features. I can unlock this phone with my face instead of my fingerprint? And I can turn into an animated dancing unicorn? Yawn.

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

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

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