Caitlin Burgess

Healthcare Marketer Interview: Rob Birgfeld, AVP, Chief Digital Marketing Officer at Inova

Caitlin Burgess on May 12th, 2016     Digital Marketing, Interviews

Rob-Birgfeld

In today’s world, marketers in all industries are working hard to keep up with technological innovation and changing consumer trends. But for some marketers, major shifts in the very foundation of their industry are presenting difficult hurdles as well as great opportunities. Yes. I’m referring to you healthcare marketers out there.

Healthcare marketers are contending with an evolving industry landscape that not only involves new programs and regulations to abide by, but also new consumer expectations.

With that in mind, TopRank Marketing has tapped into the expertise of marketing veteran Rob Birgfeld, AVP and Chief Digital Marketing Officer at Inova, a nonprofit healthcare system based in Falls Church, Virginia. In this interview, Rob talks about how he came to the world of healthcare marketing, what he sees as the top three industry trends, and how his team is using digital marketing tactics to create a better experience for their audience.

Tiffani Allen

Online Marketing News: Social Yin & Yang, Instagram for Brands, Facebook Gives ROI

Tiffani Allen on May 6th, 2016     Online Marketing, Online Marketing News

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The Yin and Yang of Social Media Training
Having a strong, social workforce by way of employee advocates can do a lot for a business. It shows your customers that your employees believe in your brand, while making your brand more human with direct contact – person to person. Many organizations are hesitant, and often for good reason, about encouraging their employees to share news and content online. This infographic helps make the case for employee advocacy and social involvement. Social Media Today

Tiffani Allen

Online Marketing News: Short Attention Spans, Google Feed Rules, Starbucks Emojis

Tiffani Allen on Apr 29th, 2016     Online Marketing, Online Marketing News

shortening human attention span

The Shortening Human Attention Span (And What it Means for Marketers) [Infographic]
Down from 12 seconds in 2000, the average human attention span is now 8.25 seconds. That leaves marketers with very little time to make a meaningful impression. But, don’t sweat it too much. This infographic has some solid tips on how to capture and hold the attention of your audience, like using clear and brief messaging and telling your audience a story. Social Media Today

Google adds Merchant Center Feed Rules to make formatting shopping feeds easier
For a long time, Google shopping feeds have been a bump in the road for digital advertisers. So much so that there’s a whole industry dedicated to helping advertisers manage their shopping feeds. On Tuesday, Google announced a new feature in the Merchant Center — Merchant Center Feed Rules, that will help advertisers fix errors themselves in a simple way. Search Engine Land

Tiffani Allen

Online Marketing News: Social Made Easy, Disruptive Ads and Facebook Switches

Tiffani Allen on Apr 22nd, 2016     Online Marketing, Online Marketing News

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Social Media Marketing & Promotion Made Easy [Infographic]
Maybe it’s just me, but I find myself searching frequently for very specific imaging sizing requirements for various social media. Having all of that information bookmarked for an unfortunately timed case of the Mondays has been a figurative life saver. This inforgraphic has all the information you’ll need to rock the social universe. On Blast Blog

Majority of users frustrated by disruptive ads, aware of ad blocking [Survey]
A new survey from Accenture shows the majority of users are frustrated by ads that disrupt their activities, 84% saying that ad interruptions were too frequent. This information came coupled with a growing consumer awareness of ad blocking capabilities. In fact, 73% of consumers surveyed said they would pay more money for long form content if there were fewer ads. Marketing Land

Tiffani Allen

Online Marketing News: Brightest Millennials, Branded Content, Google Penalties

Tiffani Allen on Apr 15th, 2016     Online Marketing, Online Marketing News

millennial demographic infographic

Infographic: How the Best and Brightest Millennials Live, Shop and Dream
Millennials are a popular demographic for marketers, but with that popularity can often times come stereotypes and shortcuts used to resonate with this audience without doing the legwork of truly understanding them. This infographic shows what the best and brightest of millennials do with in their day to day lives, from banking to world politics. One big takeaway is that remarkably more millennials are shopping online vs. in store, and using mobile banking apps rather than banking online or in-branch. AdWeek

Tiffani Allen

Online Marketing News: A to Z of Content, Native Ads Dominate, Google’s Local 3-Pack

Tiffani Allen on Apr 8th, 2016     Online Marketing, Online Marketing News

a to z of content marketing

A to Z of Content Marketing: A 40 Point Checklist [Infographic]
Creating great content and getting it in front of the right people is harder than it may sound. This fun infographic shows the A to Z of great content marketing, including curating relevant content, having a solid strategy, and social media recommendations. PageTraffic

Native Advertising Dominates Facebook Audience Network (Study)
A new study from Facebook and IHS showed that 83% of Facebook ads use their native advertising format. Facebook also admitted in an email to SocialTimes that “the percentage of apps using the native ad format on Facebook Audience Network has increased tenfold since the first quarter of 2015, and that CPMs (cost per thousand impressions) for native ads are seven times higher than those for banners.” SocialTimes

Tiffani Allen

Online Marketing News: MarTec Supergraphic, YouTube goes Live and AdWords’ New Look

Tiffani Allen on Apr 1st, 2016     Online Marketing, Online Marketing News

martec super graphic

Marketing Technology Landscape Supergraphic
In one huge supergraphic, cheifmartec.com lays out key players in advertising and promotion, content and experience, social and relationships, commerce and sales, data, and management. As you can see from the image above, there are a huge amount of service providers in the industry, more than we may have even anticipated as few as five years ago. How will this landscape continue to change? Cheifmartec.com

Report: Google Building YouTube Connect to Compete With Periscope
Streaming live video is not a new concept in the marketing sphere, especially since Periscope hit the scene in 2014. But Video mega-star YouTube is jumping into the realm with both feet, launching their new live streaming app ‘YouTube Connect’ to compete with the success of Periscope and services like it. Interestingly enough, users will reportedly be able to watch live streaming video in the app itself, or on YouTube.com. SocialTimes

Tiffani Allen

Online Marketing News: Content Cocktails, Old School Email and 3D Printing in Space

mixology-of-content-marketing
The Mixology of Content Marketing [INFOGRAPHIC]
Content marketing is an art and a science, just like mixing a good cocktail. In this infographic, different types of content ‘cocktails’ are broken down into clear recipes for the marketing mixologist to follow. Each recipe also contains a measuring guide and a stat or helpful tip. My personal favorite is the White Paper Old Fashioned. Unbounce

This Study Shows Why Retailers Should Ramp Up Their Email Game for Millennials
Whether or not you agree that email is ‘old school’ aside, it is still one of the most effective digital marketing tactics in our collective tool kits. A new study from Epsilon shows that email is effective for Millennial shoppers in particular, with 43% saying they’ve been checking out retailers’ emails in the last 6 months. Millennial shoppers aren’t solely using social media to find what they’re looking for, this new research tells us that email needs to be in the mix. AdWeek

Tiffani Allen

Online Marketing News: Jaw-Dropping Stats, Instagram’s New Algorithm and Google Boosts Mobile

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5 Jaw-Dropping Social Media Stats (in Infographics)
In 5 small infographics, author Justin Kerby summarizes facebook’s gigantic user base, the prevalence of employee advocacy programs, how auto-posting on Facebook leads to increased engagement, social media ad spend and how long we really spend watching videos online. I’ll give you a hint, it’s more than an hour. Social Media Today

Instagram Is Adding an Algorithm to Reorder Feeds Based on the Posts Users Like
Instagram announced this week that they are adding an algorithm that will reorder the photos users see in their feed. According to Instagram, the plans are “based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post.” As expected, this change will roll out to a small group of users first and scale up, though the platform hasn’t confirmed a roll-out date. AdWeek

Tiffani Allen

Online Marketing News: Mobile Gets Personal, Facebook Buys MSQRD, Online Reviews Offline

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Mobile push notifications: Help or hindrance? [Infographic]
The marketing industry is obsessed with personalization, and rightfully so. It’d be foolish to think that consumers really want the generic, blanket content that was once our only option for mass communication. Personalization has again thrown its hat in the ring, and this time, it’s mobile. In fact, according to Microsoft’s infographic, personalized push notifications that align with user preferences see an up to 300% improvement in conversion rates. Microsoft Azure

Facebook acquires video filter app Msqrd to square up to Snapchat
In what many are saying is a play to keep up with Snapchat, Facebook has acquired video editing app MSQRD for an undisclosed amount. This app will allow users to add filters, stickers and texts on video through Facebook Messenger. According to TechCrunch, this isn’t the first time Facebook has taken a run at Snapchat. In fact, in the past they’ve tried, albeit unsuccessfully, to acquire the app for nearly $3 Billion. TechCrunch

Tiffani Allen

Online Marketing News: ROI of Social Selling, LinkedIn’s Ad Targeting, Facebook Hits 3 Million

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The ROI of Social Selling: Data-Driven Outcomes [Infographic]
The first rule of sales is you have to be where your customers are. If you aren’t, how will they ever find you? As we progress further into the digital age, salespeople and marketers are becoming more and more collaborative, to the benefit of their mutual employers. The secret sauce to any organization practicing marketing enabled sales lies in great content that meets your customers where they are at every stage of the buying cycle. This infographic explains the how and why of social selling. Sales for Life

Tiffani Allen

Online Marketing News: Pinterest Matters, Google Loses Sidebar Ads and Facebook Reacts

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Why Pinterest Matters to Marketing [Infographic]
Did you know that Pinterest is the third most popular social network in the US, behind Facebook and Twitter? That statistic came as a surprise to me. But what isn’t surprising is the rise in brands that are using Pinterest as part of their social and content marketing strategy. While the platform is easy to use and visually appealing, there’s more to using the platform effectively than meets the eye. This infographic details the demographics of the Pinterest audience, the best time to post, and even what post categories work best on which days. WebpageFX