Archives for November 2019

Digital Marketing News: Twitter Test Tweet Scheduling, Google’s Dynamic Gmail Refresh, Facebook’s Lookalike Changes, & Snapchat Grows

2019 November 28 MarketingCharts Chart

Gmail app adds AMP for Email support for Android and iOS
Google has added AMP email support for iOS and Android devices using its popular Gmail app, giving brands new dynamic content options. Marketing Land

Twitter’s Testing Tweet Scheduling Built Into the Tweet Composer
Twitter has begun testing the ability to schedule tweets without the use of third-party tools. As Twitter confirms test, will third-party scheduling tools take a hit? Social Media Today

Facebook to pull location from ad set when creating new Lookalike audiences
Facebook has made several changes to how it allows advertisers to create lookalike target audiences, the firm recently announced. Advertisers should see quicker audience building and setup. Marketing Land

Grateful and Glad: What the TopRank Marketing Team is Most Thankful For

What the TopRank Marketing Team is Most Thankful For in 2019

For centuries, American families and friends have come together on Thanksgiving Day to feast and give thanks for all of life’s beautiful gifts.

But I’ve said it once, and I’ll say it again—Thanksgiving isn’t limited to one day in the TopRank Marketing realm. Every day, I see attitudes of gratitude.

To date in 2019, our team has typed the words “thank you” in Slack communications a whopping 7,737 times, and “thanks” 4,113 times.

via GIPHY

As is TopRank Marketing tradition, I’ve asked team members to share what they’re most thankful for in work and in life. Here’s what many had to say.

What the TopRank Marketing Team is Most Thankful for in 2019

Lee Odden

CEO

5 Smart B2C Marketing Tactics To Boost Your B2B Brand

Upward-pointing arrow formed of people.

B2B marketing is swiftly embracing techniques that were once only for B2C, and we’ve got five smart B2C tactics to add to your B2B plans for 2020 and well beyond.

Influencer marketing, engaging interactive content, awards events, chatbots, and podcasting are just some of the ways that today’s savvy B2B marketers can add a healthy dose of the B2C experience to your business marketing efforts.

#1 – Influencer Marketing

Jumping Businessman

Even though influencer marketing is still largely associated with the B2C world, you’ve likely noticed that it’s being increasingly used by smart marketers as a highly successful go-to B2B tactic.

Influencer marketing has already accounted for over $2 billion in annual marketing spending in the U.S. alone, and annual growth rates are predicted to from 41 percent all the way to 95 percent. (AdAge)

Break Free B2B Series: Janine Wegner on Building Brand Thought Leadership With the Help of Influencers

Break Free B2B Marketing Interview with Janine Wenger of Dell Technologies

Influencer marketing is in a state of flux. In the past 10 days alone, I’ve seen suggestions that paid influencers are out, and that “influencer marketing — in the traditional sense — is in the midst of an irreversible fail from grace.”

Neither of these arguments is off the mark, per se, but they both frame the concept in outdated B2C-centric terms (the authors more or less acknowledge this with their qualifiers). No one can deny that the impact of hired celebrity influencers, transparently shilling products or services, is waning. It’s not an approach that builds trust or credibility. 

For a More Effective B2B Content Strategy, T.H.I.N.K.

What would you do with an unlimited content marketing budget?

Oh, the eBooks and infographics and blog posts you could make! Video and audio, whitepapers, research papers, guides galore… endless money means endless possibilities.

Okay. Deep breath. Snap back to reality.

James Franco Startled

We’re all working with limited resources to create a finite amount of content to fit into a crowded editorial calendar. 

So how can you make sure you’re making the most of what you have?

How can you know for sure that a proposed content project is worth your while — worth time spent researching, creating, amplifying and optimizing?

It’s simple: T.H.I.N.K.!

Let me explain. My wife is a middle school teacher (a moment of silence for her service). She has this poster on prominent display in her classroom:

Digital Marketing News: Twitter’s New Publisher Dashboard, Why We Follow Influencers, Snapchat’s Unskippable Ads, & TikTok’s Social Commerce

2019 November 22 MarketingCharts Chart

Instagram Removing Likes Could Boost Social Commerce and Retail Measurement
Instagram’s hiding of like counts could lead some businesses to increase their use of so-called shoppable links that focus more on direct social sales journeys, and eMarketer takes a look at recent survey data trends in the area. eMarketer

Ad buyers hopeful Twitter Topics will improve the platform’s ad targeting
After a period of testing, Twitter has launched the ability to follow up to 300 new curated topic lists, the social media firm announced, and some marketers see the change bringing with it new ad targeting possibilities. DigiDay

Wikipedia co-founder wants to give you an alternative to Facebook and Twitter
Wikipedia co-founder Jimmy Wales has rolled out WT:Social, a new advertising-free social platform aimed at reporters, citizen journalists, and users seeking an alternative to mainstream sites such as Facebook and Twitter. Engadget

B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

Hiding Out: How B2B Marketers Can Adapt to Hidden Like Counts

Colorfully painted hands waving goodbye to like counts.

Doesn’t anyone like me? Where have all my likes gone?

Likes on Instagram are being hidden, as the Facebook-owned firm recently began expanding a test program hiding the number of likes — or more accurately the small heart buttons we click to show support — that posts on the platform receive, showing the total number only to the person or brand who authored the post.


via GIPHY

Instagram head Adam Mosseri recently appeared on CBS This Morning and said, “We don’t want Instagram to be such a competition. We want it to be a place where people spend more of their energy connecting with the people that they love and the things that they care about.”

Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics

Break Free B2B Interview with Hal Werner of Mitel

Part art, part science, all business.

This is the credo under which Hal Werner operates. As Global Manager of Digital Marketing & Strategy for Mitel, he’s responsible for overseeing the telecommunication company’s marketing programs from a holistic view, and understanding how all the pieces fit together.

Coming from a background in copywriting and content strategy, while also possessing considerable experience with SEO, PPC, and analytics tools, Hal believes the key to unlocking success in this modern era of digital marketing resides at the intersection of creativity and data.

Why California’s New Data Privacy Law Matters to Marketers Everywhere

There’s No Time Like the Present to Lock Down Your Data Privacy Practices

Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold.

For those paying attention, it’s been clear for some time that Europe’s GDPR regulations were only the beginning of a global effort to formalize and enforce protections for internet users and their personal data. But with California’s landmark privacy legislation, CCPA, set to become enforced in 2020, data privacy is no longer a distant foreign concern for American businesses, if it ever was.

Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold. @NickNelsonMN #dataprivacy #digitalmarketing Click To Tweet

What is the CCPA?

At a high level, the purpose of the California Consumer Privacy Act (CCPA) is quite similar to that of GDPR: It’s about giving people transparency into, and control over, how their personal data is used by companies. 

Digital Marketing News: Instagram Tests Hiding Likes, Brand Trust Priorities Report, & Facebook’s New Brand Tools

2019 November 15 MarketingCharts Chart

Instagram Will Begin Hiding Total Like Counts for US Users from Next Week
Instagram is slated to start hiding the number of likes that posts have acquired in a forthcoming test. In areas where it’s already been tested, total Instagram like counts have dropped, study data has shown. Social Media Today

Female marketer leadership at ‘all time high,’ says ANA study
The number of women holding leadership marketing jobs may be at an all-time high, according to recently-released study data from the Association of National Advertisers. Women accounted for 52 percent of senior-level marketers and 47 percent of CMOs among ANA member firms, the study showed. Campaign US

Break Free B2B Series: Clare Carr on Using Data to Drive Content Marketing Success

TopRank Marketing Interviews Clare Carr, VP of Marketing at Chief

Intertwined from the start. For marketing executive Clare Carr, digital marketing and data have been a packaged deal since the beginning of her career. But for most marketers, while data is plentiful, leveraging that data (and deriving actionable insights to improve content strategy) is an evolving challenge. Most of us are just beginning to scratch the surface of our data’s potential.

But according to Clare, who spent more than six years at content analytics platform Parse.ly, data can do more than help us optimize performance “after the fact.” Data can help us build our brand. Data can help us become better storytellers. Data can help us grab attention.