TopRank Online Marketing

Online Marketing News


Lee Odden

Online Marketing News Vacation Edition: Icky Gmail Ads, Twitter Oops!, LinkedIn Bandwagon, Google Dominates the Web

Lee Odden on Jul 26th, 2013     Online Marketing News

2013 Ogilvy Brand Advocacy Report

I’m on vacation this week, so today’s news post is light and fresh for your reading pleasure.  Enjoy!

From the Social@Ogilvy Slideshare post: Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.

Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy.

Lee Odden

Online Marketing News: Fortune 500 Social Media Pops, Sharknado!. Boomers Online Not TV, Ecomm & Tech Boost Spending

Lee Odden on Jul 19th, 2013     Online Marketing News

Fortune 500 Social Media Report

The annual study of Fortune 500 company blogs and social media use by the University of Massachusetts Dartmouth has been published for 2013 indicating the largest increase in corporate blogs since 2008. Other statistics from the report:

  • 77% of Fortune 500 companies have at least one Twitter account
  • Consumer Food Products and Specialty Retailers lead with Twitter adoption
  • Facebook, Google and Starbucks have the largest Twitter following with a combined 20,000,000 Twitter followers
  • 69% of Fortune 500 companies have a Facebook fan page
  • Facebook, Coca Cola and Walt Disney have the largest Facebook following with a combined 300 million fans
  • 69% of Fortune 500 companies have a YouTube account
  • 9% of Fortune 500 companies have a Pinterest account
Lee Odden

Online Marketing News: Tailored Twitter Ads, $630k for Likes? Yahoo Pulls a Qwiki, Email Crushes Social, B2B Trends

Lee Odden on Jul 5th, 2013     Online Marketing, Online Marketing News


B2B Content Marketing Trends 2013 is a new report from Holger Schulze of the B2B Technology Marketing Forum on LinkedIn.  According to this survey, what are the  top 5 Content Marketing trends for B2B marketers in 2013? Here you go:

  1. Content marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership.
  2. The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video.
  3. More than 82 percent of B2B marketers are increasing their content production over the next 12 months.
  4. YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground.
Lee Odden

Online Marketing News: Facebook Exposed, Google Mine, Twitter Geo, Vine Boom!, Organic Spanks Paid

Lee Odden on Jun 28th, 2013     Online Marketing, Online Marketing News

BtoB Content Influence on Buyers

The CMO Council and NetLine have conducted a study (Better Lead Yield in the Content Marketing Field) that reports 87% of B2B buyers saying online content has a moderate or major impact on vendor selection. The most trusted BtoB content comes from professional associations, not vendors. The most trusted and valued types of content include:

  • Papers from industry organizations – 50% 
  • Customer Case Studies – 48%
  • Analyst Reports – 44%
  • Independent product reviews – 41%

Even though BtoB marketers spend about 25% of their marketing budgets (and $16.6 billion overall on content marketing) on content creation, most companies lack effective content marketing skills. “And very few have content performance measures and metrics in place to scorecard effectiveness and calculate ROI.” Story: CMO Council. Image: Demand Gen Report

Lee Odden

Online Marketing News: Instagram Video, Google Mobile Bacon, Ads Hit $486B, Facebook Million, Tweet is Official

Lee Odden on Jun 21st, 2013     Online Marketing, Online Marketing News
Instagram Video

Instagram’s new video service isn’t so instant

As many tech industry news sites predicted, Facebook-owned Instagram launched it’s video service this week.

However as CNET reports, it’s a bit of an apples to oranges comparison with the popular Vine, owned by Twitter. Instagram video offers 15 seconds, filters and no looping or touch manipulation. Vine offers 6 seconds, no filters and near immediate upload and publishing.

Here’s a list of some of the first brands using Instagram video from Adage including Burberry, General Electric, Michael Kors and lululemon.

As an experiment, I’ve been trying to make an Instagram video summarizing this week’s story sources, but after 5 minutes, my phone is STILL processing.

Let me know if you like that idea or I might try doing a 15 second roundup talking about the week’s news as an alternative.

Lee Odden

Opening Up Twitter Analytics to All – Smart Marketing Move ala Google

Lee Odden on Jun 17th, 2013     Online Marketing, Online Marketing News, SEO

Twitter AnalyticsIs Twitter the right place for your social media investment?

Whether you have time or ad dollars to spend, this is a question that marketers are visiting and revisiting as the demand for social media performance increases.

According to Twitter, 35% of consumers that follow a brand are more likely to purchase from that brand. Twitter users are also 47% more likely to visit the company’s website and 35% are more likely to retweet content from a business they follow.

Is Twitter right for you? How do you know the performance of your Twitter engagement and marketing activities?  Wouldn’t it be nice to have access to Twitter Analytics without having to advertise?

Yes, it would. And now you can.

TopRank Online Marketing

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

TopRank Online Marketing on Jun 14th, 2013     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 Online Marketing

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

TopRank Online Marketing on Jun 7th, 2013     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

Lee Odden on May 31st, 2013     Online Marketing, Online Marketing News

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

Lee Odden on May 24th, 2013     Online Marketing, Online Marketing News

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 on May 17th, 2013     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 on May 10th, 2013     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.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top