Lee Odden

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

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.
  5. Marketing automation is on the rise. 61 percent of marketers use marketing automation platforms, up from 43 percent last year.

In Other Online Marketing News…

“Tailored Ads” Will Make Twitter Advertising More Personal, Enable Retargeting. By default, all Twitter users have been opted-in to this new targeting feature which is being tested with a small number of companies – Marketing Land

State Department bureau shelled out $630K for Facebook ‘likes’. “Many in the bureau criticize the advertising campaigns as ‘buying fans’ who may have once clicked on an ad or ‘liked’ a photo but have no real interest in the topic and have never engaged further.” – CNET

Watch what you say on the social web: Teen could face years in prison for Facebook comment. This also falls under the common sense category, although a $500k bond and jail time seems awfully harsh just for posting something stupid on Facebook.  – USA Today

Study: 62% plan to reduce their tech socializing time next year & instead focus on face-to-face interaction. What? You mean actually get off the smartphone and infront of a human being? Amazing. Pro tip: Next time you feel like Tweeting, Instagramming or updating your Facebook status, stop.  Dial your best friend or loved one and say hello. Better yet, go visit them. In person FTW – eMarketer

Fire up PhotoShop! Facebook Removes Text Restrictions on Page Cover. Strange but true, there’s this rule too: You also can’t encourage people to upload your cover to their personal timeline.  – Marketing Pilgrim

Yahoo Sign Times Square

Yahoo Buys Qwiki (app that automatically turns photos, music & videos into short movies) for $50 Million. Marissa Meyer and Yahoo are on a tear and promise not to absorb or kill off the Qwiki app. Instead, the acquisition is tasked with helping reimagine Yahoo!’s storytelling experience – All Things Digital

Study: Brand Interactions on Social Media Equally Likely to Lead to In-Store as Online Purchases. Facebook leads the pack for inspiring in-store and online purchases, followed by Pinterest and Twitter – Marketing Charts

Email Is Crushing Twitter, Facebook for Selling Stuff Online. – Wired

Google News OneBox With Bigger Photos –  Google Operating System

Adobe acquires marketing technology company, Neolane for $600 million. Here’s what that means – ZDNet

Looks like simplification is the word for search engines. Yahoo to shut down AltaVista – The Next Web

New tools added to optimize LinkedIn: “Who’s Viewed Your Updates” & “You Recently Visited” – LinkedIn

Google adds consumer surveys service – Google Analytics Blog

From The Online Marketing Blog Community

Here’s our favorite comments from this week’s posts:

Ray Petrucci says this about “7 Steps for Creating an Optimized Content Publishing Schedule
Thank you for writing this excellent post! I have been struggling to find an article that clearly and simply defined the process of an effective content marketing strategy.

Working with an early stage startup presents many challenges due to limited resources; however, after reading your post, I can clearly understand what it takes to begin and execute a content marketing strategy while not ‘breaking the bank,’

Julia Serafina says this about “RIP Google Reader, External Keyword Tool is Next
I also loved Google Reader, but I accepted the change and have moved to Feedly. Every time Google retires a product/service it only makes me realise how much I use (and like) Google. I think it also makes sense to “gate” the Google Keyword Tool…whether it is for data capture or enticing users to become an Advertiser… I don’t think Blogger will be retired….It has one of the largest blogging communities in the world.. The Blogger profile page feature may be discontinued in favor of using the Google+ profile feature on a blog….but I don’t see Blogger being discontinued.

What’s Your Take?

Was the State Dept out of line spending so much money, just for “likes”? What are your thoughts on all the changes Yahoo! is making? Is email marketing outperforming other digital marketing tactics in your marketing mix? What else would you like to see in our weekly news roundup?

Be sure to follow @TopRank for daily news updates.

Have a great weekend! From the team at TopRank Online Marketing.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


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