TopRank Marketing Editor

Online Marketing News: Digital Agency of the Future, Facebook Hashtags, Google Gets Waze, Apple Money, Amazon Grocery

TopRank Marketing Editor     Online Marketing, Online Marketing News
search social media savvy consumer

Image: Detail of Skyword Infographic

The acceleration of social technologies along with continuously evolving consumer behaviors has many agencies in a state of flux and asking: Where to invest resources? Which positions to staff and how to structure the agency to be adaptable and to grow?

For the past few years we’ve been modeling our agency at TopRank Marketing to better adapt and integrate. The holistic approach I talk about here and in Optimize are a reflection of the changes we’ve made to better integrate content, social media and search optimization. With this context, I was happe to see this week Skyword released their Digital Agency of the Future Report. When I shared the accompanying infographic with my business partner, Susan Misukanis, her reply was, “That looks like us!”. Exactly.  

TopRank Marketing Editor

Online Marketing News: 7 Social Media Sins, Matt Cutts Warns on Links, Rise of Vine

TopRank Marketing Editor     Online Marketing, Online Marketing News

Gluttony, sloth, greed, wrath, lust, envy and pride. Most of us know that committing these sins is wrong. The rest of us were terrified into acknowledging that committing these sins is wrong by Kevin Spacey years ago. So if we know that something is wrong in the real world, why do so many continue to follow the path of the wicked online? Start your Friday off on the path of the righteous by avoiding these seven deadly social media marketing sins, as preached by XPLAIN.

In Other Online Marketing News…

Warning From Matt Cutts: Paid Advertorial Links Are Still Paid Links
Advertorial links, dressed up pretty to look like content, are appearing in greater frequency throughout the web. But just because it feels like content and looks like content, doesn’t mean it smells like content. And if you are considering this tactic, ensure you heed the warning of Matt Cutts in this new video, and avoid the risk of emitting a foul odor to the bots. ClickZ

Lee Odden

Online Marketing News: Google Blimps, Social CEOs, WordPress Turns 10, Future of Internet 2.4 Billion Strong

With over 850,000 views on Slideshare in just 2 days, this 2013 Internet Trends report from Mary Meeker & Liang Wu from KPCB is a must read. There are over 2.4 billion internet users world-wide and huge opportunities in store. This report speaks to the state of content (including photos, video and audio) and how it is increasingly findable, shared and tagged. Digital content is created and shared 9 times more now than 5 years ago. Mobile use is expanding at a dramatic rate and implications for smartphones, tablets and even wearable devices are explored.

In Other Online Marketing News…

Google blimps will bring the web to Africa. Search giant Google is intending to build huge wireless networks across Africa and Asia, using high-altitude balloons and blimps. The company is intending to finance, build and help operate networks from sub-Saharan Africa to Southeast Asia, with the aim of connecting around a billion people to the web. Wired UK.

Lee Odden

Online Marketing News: Biggr Flickr, Kmart Strikes Again, Yahoo Takes A Tumblr, Twitter Cards, Penguin 2 & SEO FUD

Kmart is at it again with a clever follow up to their highly popular video “Ship My Pants” that has had over 17 million views. The play on words this time is “Big Gas Savings” with over 1 million views in 2 days. Like the Old Spice videos that went ballistic, the question remains: They’re very creative and popular, but will these videos get shoppers in stores and buying at Kmart?

New Flickr

Flickr is Biggr. Users now get 1 terabyte of storage. I’ve been a pro Flickr user for many years and during Yahoo’s pre Marissa Mayer days, it had an uncertain future. Now Flickr is adding 1,000 x more storage for users and some new features including full resolution of images and new sharing functionality: “Upload once, send to any device, any screen, any friend, and any follower.”

Miranda Miller

Online Marketing News: Video Trends Map, Content Recommendation Engine & New Google+ Layout

Miranda Miller     Online Marketing, Online Marketing News

New Google+ Stream, Hangouts, and Photos

New Google+ Layout: Hangouts, Photos and Stream Reminiscent of Pinterest

Google announced a major update to their social network this week that changes the way Hangouts, photos and the Google+ stream are viewed by users. The decidedly Pinterest-esque layout was just one of many announcements this week out of Google I/O, the totality of which Jeremiah Owyang and Chris Silva dubbed a “wreck.”

“The end result, we hope, is an app that looks and feels great across a family of devices,” Senior VP Vic Gundotra wrote of the Google+ changes. This is in line with Google’s mantra of late: Technology works best when it gets out of the way, and lets people do what makes them happiest: living, learning and loving.

Miranda Miller

Online Marketing News: RipOff Report Expands, Paid YouTube Channels Launch & Mobile Local on the Rise

Miranda Miller     Online Marketing, Online Marketing News

Mass Marketing Versus Personalization - Monetate

Your customers want more personalized messaging and content. In fact, 64% believe it’s more important that companies represent them with relevant offers, compared to 36% who don’t want their activity tracked. Given the tools available to block ads, tactics to stop tracking, opt-in nature of communications and social participation, it’s clear that customers who do choose to interact with brands expect a more personalized experience as a result.

The Mass Marketing vs. Personalization infographic from Monetate shares a number of other interesting recommendations and finds, including:

  • 94% of companies agree that online personalization is critical to business performance.
  • Two of every three companies believe personalizing their website will improve the customer experience and overall success of their business.
Miranda Miller

Online Marketing News: New LinkedIn & Instagram Features, Brands Missing the Boat on Pinterest

Miranda Miller     Online Marketing, Online Marketing News

Visually Enhance Your LinkedIn Profile

LinkedIn Adds Rich Media Capability to Profiles

LinkedIn users can now add rich media content objects to their profiles, allowing designers, analysts, authors and others to share their best works in a visually interesting format. Users can now use videos, images and presentations to demonstrate their experience. Danielle Restivo, Head of Global Programs, Corporate Communications at LinkedIn, reminds us that brands have had rich media access on their pages for some time. “The ability to share rich media through company pages is already available for admins of the Company Page. So an employee of a company who has admin rights to update the Company Page can do this, but employees without admin rights could not,” she told TopRank.

Miranda Miller

Online Marketing News: Predictive Social Tools, Content Marketing & The Customer Journey

Miranda Miller     Online Marketing News

Brands understand the importance of content marketing, yet most have not yet addressed their content needs on either a strategic or tactical level, according to Altimeter’s Rebecca Lieb.

Researchers for the company conducted interviews with executives actively engaged in content strategy or marketing; their findings were the basis of a new report, Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise. Lieb and report co-authors guide brand marketers through a variety of organizational models for content, with recommendations to help companies execute an effective content strategy. Read the full report on SlideShare.

Miranda Miller

Online Marketing News: Google Cautions, Creepy Social Services & Eric Schmidt’s Crystal Ball

Miranda Miller     Online Marketing, Online Marketing News

The Power of SMS Marketing

Text messaging open rates are far superior to those on Facebook, email and even Twitter, according to this latest infographic from SlickText.com. In addition, SMS coupons are ten times more likely to be redeemed and shared than mail or newspaper coupons. Almost all text messages are read within the first five minutes, they claim, which makes sense as the average person checks their phone over 150 times per day. See more insights at SlickText.

Eric Schmidt Predicts “Entire World” Will be Online by 2020

Never mind that just 38% of the world’s population use the Internet today; within a decade, every person on the planet will be connected through the web. So said Google chairman Eric Schmidt recently in a public Google+ status update.

Miranda Miller

Online Marketing News: Where Brands Are Social, Google Places Updates & the Big Data Disconnect

Miranda Miller     Online Marketing News

Where Brands Are Social - Technorati Media

Technorati Media Shares: Where Brands Are Social

Over 90% of brands recently shared with Technorati Media that they have a presence on Facebook, with Twitter and YouTube comig in second and third with 85% and 73%, respectively. Just 26 percent of brand managers report a presence on Google+, lower even than Pinterest at 41%. According to their 2013 Digital Influence Report, Technorati also found that “brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, including influencer outreach, makes up only 10 percent of brands’ digital marketing spend.”

Miranda Miller

Online Marketing News: Google Updates, Email Marketing Insights & Content Marketing Success

Miranda Miller     Online Marketing News

 

CMI Content Marketing Framework

7 Step Framework Demonstrates Core Elements of Successful Content Marketing Strategies

There is no silver bullet in content marketing, yet there are core, common elements to successful content marketing strategies, says Content Marketing Institute. They’ve shared their content marketing framework to help marketers increase their own chances of success, along with a whitepaper expanding upon each of their seven identified elements. See The CMI Content Marketing Framework: 7 Building Blocks to Success for more.

Businesses Plan to Spend More on Email Marketing in 2013

A new report from iContact found that 56% of businesses surveyed plan to increase their email marketing in 2013. Just 1% said they plan on cutting back. Other key findings from their survey of SMBs with revenue between $1 million and $50 million include:

Miranda Miller

Online Marketing News: Most Effective SMB Social Sites, Converting Customers Prefer Video

Miranda Miller     Online Marketing, Online Marketing News

Digital accounts for 57% of media time daily

Digital Now Accounts for 57% of Daily Media Consumption

Consumers now spend more time each day consuming digital than traditional media, according to the most recent GlobalWebIndex. Overall, consumers now spend an average of 10.7 hours a day with all forms of media and 5.6 hours of that on digital. People are turning to online channels for radio, TV, social and other forms of content consumption in record numbers, especially in China and UAE. Social increasingly dominates the time that consumers spend online; globally, social accounts for 48% of total digital time.

Digital 2013 – A Global Analysis of How Consumers Spend Their Media Time is based on more than 32,000 internet users from 31 countries, with surveys answered in the final quarter of 2012.