TopRank Online Marketing

Digital Marketing


Lee Odden

10 New Media Trends Shaping the Lives of Modern Consumers – Keynote with Randi Zuckerberg #CZLNY

Lee Odden on Apr 1st, 2014     Digital Marketing, Marketing PR Conferences

Randi Zuckerberg

The opening keynote at ClickZ Live New York started off with an introduction from John Barnes, Managing Director, Digital & Tech at Incisive Media.

The featured speaker, Randi Zuckerberg (sister to Facebook founder Mark Zuckerberg in case you’ve been off the grid for a few years) provided an overview of her experience at Facebook during the early days and highlighted what made the initial DNA of the company work to help it grow. She also shared some good humor and a list of 10 new media trends that are posed to impact consumers and the way we market to them.

Lee Odden

Overview of Today’s Digital Marketing Landscape – Lauren Vaccarello #czlny

Lee Odden on Apr 1st, 2014     Digital Marketing, Marketing PR Conferences, Search Engine Strategies

Lauren Vaccarello

It’s April Fools day today but there was no fooling attendees of the first ClickZ Live conference in New York who attended the pre-keynote presentation offering an overview of the current digital marketing landscape given by Lauren Vaccarello, VP of Marketing of AdRoll.

A surprising number of attendees showed up at 8am for this preview of digital marketing and Lauren did a great job giving introductory information on everything from Paid Search to Email to Retargeting. If you’re not sure whether mobile makes sense or what retargeting is, read on.

Looking back on the history of digital marketing from the first clickable ad in 1993 to the founding of Google in 1998 to the start of Facebook in 2004, few people could have guessed how big and influential they would turn out to be. And who would have predicted the popularity of  Snapchat or What’sApp being purchased for $19 billion?

Lee Odden

9 Tools to Discover Influencers in Your Industry

Lee Odden on Feb 12th, 2014     Digital Marketing, Online Marketing

Influencer Discovery Tools

The tide of influence hunting on the web is rising beyond public relations and social media to digital marketing at large.  In particular, there’s growing attention being directed towards influencers as gateways to new audiences.

Influence as the ability for a person to inspire action amongst a community is a very powerful thing and therefore, increasingly appreciated by digital marketing and PR pros alike. An influencer program that identifies, qualifies, engages and maintains relationships with industry influencers can serve as a formidable “force multiplier” for everything from content amplification to product feedback to content co-creation

Beyond the “brandividual endorsement”, people with a strong center of influence can provide valuable context and credibility to a company seeking to connect with an audience of buyers. But in an age of information overload and the ability for anyone, anywhere to publish, finding those influential connections in your industry can prove to be a challenge.

Lee Odden

Is Driving Traffic to Your Website Driving Customers Away?

Lee Odden on Jan 30th, 2014     Digital Marketing, Integrated Marketing, Online Marketing
Gourmet Cupcakes by Melanie

Melanie Odden Cupcakes – Optimized for Delicious

The vast majority of digital marketing seems to be focused on creating content and experiences for customers with the ultimate measure of success being increased traffic to the company website, leading to leads and sales.

It’s a reasonable approach, since company websites typically provide the kinds of information that explain what a company does, the products or services they sell and some means for collecting inquiries or conducting transactions.

But here’s the problem with that in 2014 and beyond:  Consumer trends towards content discovery, engagement and interaction have evolved way beyond the common corporate website or online store.

Buyers can get the information they need to decide on a vendor or make a transaction from any combination of devices; smartphone, tablet, computer or web destination; social network, blog, microsite, industry publication, document hosting service.

Nicolette Beard

Online Magazines & Apps for Content Marketing: Brand Examples and Best Practices

Nicolette Beard on Jan 21st, 2014     Content Marketing, Digital Marketing, Visual Marketing

Online Magazines and Apps

“Think like a publisher” has become the mantra for many marketers over the past 2 years.

While experienced marketers already recognize the value of great content, the lines are blurring between traditional publishers and brand publishers as more companies adopt more sophisticated content marketing practices.

Just as publishers are creating digital magazines and apps to better engage audiences, so too are brands who want to engage directly with target audiences as part of their owned media demand generation programs.

But what kind of content makes sense in a digital magazine? What effect does interactive digital content have on creating compelling customer experiences? And how do online magazines fit with other digital marketing efforts like social media and online advertising?

Lee Odden

Strategy vs. Tactics. Does Your Digital Marketer Really Know the Difference?

Lee Odden on Jan 16th, 2014     Digital Marketing, Social Media

Going Digital

Recently I’ve been doing a number of audits for prospective clients, surveying their presence on the search and social web, how they are “known” and taking inventory of digital assets and the overall experience across their owned, earned, paid and shared media.

This exercise has reinforced to me that digital marketing agencies like ours are going to be busy for years to come.

Why?

It’s the difference between tactics and strategy.

More often than not, it’s clear that companies are executing tactics with no cohesive strategy to tie their marketing activities together.  Blogs are often started without regular posts and those that are published: pure self promotion.

Social network profiles offer inconsistent visuals (we are guilty of this!) and in many cases, Facebook cross posts to Twitter which is cross posted to Google+ and a LinkedIn company page.

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