Lane Ellis

Digital Marketing News: B2B Content Consumption Habits, Video Captions Boost Brands, Google’s How-To Structured Data & More

Lane Ellis on Jun 7th, 2019     Online Marketing News

Social Insider Facebook Video Chart Image

Social Media Moves Down the Funnel as Commerce Opportunity Arises
Social media is used to research products (42 percent) and discover brands (24 percent), and new eMarketer survey data takes a look at social’s power to influence purchase decisions among U.S. companies. eMarketer

LinkedIn Acquires Data Personalization Platform Drawbridge to Improve Ad Targeting
LinkedIn (client) has announced that it is acquiring data analytics firm Drawbridge, and will incorporate its advanced machine learning features to better refine the platform’s ad targeting options. Social Media Today

Behavioral Ad Targeting Not Paying Off for Publishers, Study Suggests
A new study on how behaviorally-targeted advertising affects online publishers’ revenue shows only modest gains around 4 percent over traditional tactics, and the Wall Street Journal takes a close look at the recently-released data. Wall Street Journal

Google to restrict modern ad blocking Chrome extensions to enterprise users
Google’s Chrome browser will implement restrictions on how non-enterprise users can block online advertisements, a move that will bring opportunities and challenges to digital marketers, and which could help rival browsers including Firefox. 9to5Google

Google Updates Guidelines on Using ‘How-to’ Structured Data
Google has released new guidelines for using “how-to” structured mark-up data and related image recommendations, offering digital marketers more precise instructions to work towards getting pages that generate automatic how-to rich search result entries. Search Engine Journal

What will happen to influencer marketing if Instagram ‘Likes’ go away?
Instagram has tested the elimination of likes and follower counts as a possible method for driving more focus to content, and Marketing Land takes a look at the impact such a move by the Facebook-owned platform could have on influencer marketing. Marketing Land

2019 June 7 Statistics Image

Captioned Video Ads Show A Lift in Brand Linkage
With 69 percent of U.S. consumers watching videos without sound, many marketers are seeing stronger performance using captioned video, and new Verizon Media study findings may spur more marketers to implement captioning solutions. MarketingCharts

Twitter Officially Rolls Out ‘Go Live with Guests’ Option
Twitter has begun rolling out new live-streaming options for adding audio-only guests to its video streaming feature, a move aimed at enabling expanded communication through the platform’s live video capabilities. Social Media Today

Content Consumption Habits are Evolving – Which Means Strategies Need to Evolve In-Step
B2B marketers have seen the strongest results when using content that provides relevance, usefulness, and readability, as well as benefits from multiple content touches over time, some of the findings in newly-released study data from NetLine Corporation. Social Media Today

New Study Looks at Rising Facebook Video Trends, Based on 9 Million Uploads
Usage of Facebook Stories video and the vertical video format have increased on Facebook, and a new Social Insider study looks at changes in video consumption and associated marketing tactics on the platform. Social Media Today

ON THE LIGHTER SIDE:

2019 June 7 Marketoonist Comic

A lighthearted look at ad blocking by Marketoonist Tom Fishburne — Marketoonist

How a UX designer created a Capital One chatbot so good, some people want to marry it — Fast Company

Neglected Google Home Sits By Window Barking At Passersby — The Onion

Vacuum Challenge’ Becomes the Latest Viral Trend to Sweep the Internet — The Daily Beast

New Apple iLadder Lets You Look Down on Your Poor Friends — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing in 2019 — Rival IQ
  • Ashley Zeckman — Social Media Marketing Tools: Only The BEST By [72] Experts — Serpline
  • Lee Odden — OK Google: Why & How Your Medical Practice Should Prepare For Voice Search — Health Care Social Media Monitor
  • TopRank Marketing — Top 31 Best Social Media Blogs of 2019 — HowSociable

Have you found your own top new influencer marketing or digital advertising stories from the past week?

Thanks for joining us, and we hope you’ll return again next week for more digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

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Lane Ellis About Lane Ellis

Lane R. Ellis (@lanerellis), TopRank Marketing Social Media and Content Marketing Manager, has over 35 years’ experience working with and writing about the Internet. Lane spent more than a decade as Lead Editor for prestigious conference firm Pubcon. When he's not writing, Lane enjoys distance running (11 marathons including two ultras so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their three cats in beautiful Duluth, Minnesota.