Lane Ellis

Lane Ellis

Digital Marketing News: Most Google Searches Don’t Yield Clicks, Facebook Drops Group Chat, Diminishing Ad Trust & More

Lane Ellis on Aug 23rd, 2019     Online Marketing News

2019 August 23 Marketing Charts Chart

Less than Half of Google Searches Now Result in a Click
Most Google searches don’t yield subsequent clicks, with 50.33 percent ending on the search giant’s result page, according to newly-released data from Jumpshot, also showing 45.25 percent of searches resulting in organic clicks and 4.42 percent in paid advertisement clicks. SparkToro

Spotify for Podcasters provides data on demographics, listening habits
Now out of beta, a new Spotify podcast analytics dashboard has brought marketers new engagement data and other information on the listening habits of the firms’ users, in an expansion of its targeted podcast advertising system. Marketing Land

Google: Says Dates On Articles Makes It Easier To Recognize High-Quality Evergreen Content
Google has reiterated its admonition that Web articles ought to include date information, which the firm considers a factor when it comes to recognizing high-quality online content, the search giant’s John Mueller recently noted. SEO Roundtable

Lane Ellis

The Great Marketing Get-Together

Lane Ellis on Aug 21st, 2019     B2B Marketing

State fair season brings tasty new foods-on-a-stick and a grandstand full of marketing lessons for those willing to walk the midway.

State fair season brings tasty new foods-on-a-stick and a grandstand full of marketing lessons for those willing to walk the midway.

The Minnesota State Fair, known affectionately as the Great Minnesota Get-Together, begins tomorrow, and we’ll explore some of the wild new food concoctions on offer this year, and dig in to a bucket-of-cookies-size list of surprising things it can teach us about marketing.

The fair, which began all the way back in 1859, is one of the largest in the U.S., now often topping the 2 million attendee mark each 12-day season and offering fair-goers 322 acres of summer fun in the form of amusement rides, live music from at least four stages, art, animals, parades and more.

Lane Ellis

Digital Marketing News: Google Indexing Podcasts, Unity’s Rising Marketing Value, Facebook’s Flashy Slideshows & More

Lane Ellis on Aug 16th, 2019     Online Marketing News

2019 August 16 Marketing Charts Chart

US digital ad spend up 18% YoY, new IAB report says
Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to new report data from the Interactive Advertising Bureau (IAB). ClickZ

B2B Buyers Prefer Email, But That’s Only One Of Their Demands, Study Finds
41 percent of B2B buyers consider email as their preferred channel, with some 57 percent preferring quotes to come via the channel, while 33 percent choose vendors based on reference reviews, according to newly-released survey data. MediaPost

Report: Instagram Story ad share doubles while overall ad growth levels out
Instagram Story ad spending doubled from 9 percent to 18 percent year-over-year from the second quarter of 2018, reaching levels that are now similar to those of Facebook, according to newly-released report data from Kenshoo. Marketing Land

Lane Ellis

Digital Marketing News: Google’s Playable SERP Podcasts & New Unified Analytics, B2B Video Completion Rate Study & More

Lane Ellis on Aug 9th, 2019     Online Marketing News

2019 August 9 Marketing Charts Chart

2018 B2B Video Completion Rates and Other Benchmarks
Business videos four minutes or shorter saw the highest completion rates — between between 50 – 68 percent — while those over 20 minutes saw the lowest, around 25 percent, just some of the research of interest to digital marketers in newly-released B2B video study data. MarketingCharts

New Study Looks at the Most Popular YouTube Content, and Highlights Key Trends
YouTube video content was the subject of a new Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. Social Media Today

Lane Ellis

10 More Marketing Podcasts To Boost Your Business

Lane Ellis on Aug 7th, 2019     B2B Marketing

Podcasting woman image.

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.”

These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level.

Whether it’s examining emerging trends in B2B marketing or heartfelt stories of life’s business and personal adventures, the hosts and guests on these podcasts have plenty to offer, and we’re certain you’ll find something that strikes your fancy.

Lane Ellis

What the Future of Google Search Means for B2B Marketers

Lane Ellis on Aug 5th, 2019     B2B Marketing, Business of SEO, Google

Low angle shot of modern glass city buildings looking up image.

The future of search at Google includes fascinating changes that will deeply affect the course of B2B marketing.

Google’s search and other services jointly hold vast influence over what people see and do online, a powerful position that isn’t likely to significantly change anytime soon.

Like ocean waves, search always changes at Google, and whether it’s through tiny incremental shifts or explosive changes of course, the future this tech giant is enthusiastically creating is one savvy B2B marketers can’t afford to ignore.

Let’s explore some of Google’s future plans and most recent search changes, while also looking at what they mean for B2B marketers.

Google Search & The Sands of Time

Blowing sand dunes image.

Lane Ellis

Digital Marketing News: Facebook’s Newest Ads, Bravery in Marketing, YouTube’s Masthead Ads, Influencers on LinkedIn & More

Lane Ellis on Aug 2nd, 2019     Online Marketing News

2019 August 2 Litmus Chart

Less is more when it comes to online advertising, research suggests
Brand recall may decrease when ad exposure rises too much, according to newly-released research. Four or more digital ad exposures brought brand awareness rates down by 3 percent, while two and three online ad exposures increased brand awareness by 6 percent, new study data from Sublime has shown. Campaign

Google Makes YouTube Masthead Ads Available to All Advertisers
Google has eased restrictions on YouTube masthead advertisements, making the premium placement ad type — which had only been offered as a part of full-day takeovers — available to all advertisers. Marketers can also now buy on a cost-per-thousand basis, the search giant recently announced. Search Engine Journal

Lane Ellis

Digital Marketing News: Influencer Marketing Grows, Personalization In B2B, Facebook’s Shrinking Ad Size, LinkedIn’s Record Engagement & More

Lane Ellis on Jul 26th, 2019     Online Marketing News

2019 July 26 Marketing Charts B2B Chart Image

B2B Buyers Demand Personalization Above All Else, Study Finds
B2B buyers place the highest value on personalization, according to a newly-released report based on a survey of some 1,000 B2B leaders, which also showed that 30 percent make more than half of their purchases using digital platforms, up significantly from 15 percent in 2017. MediaPost

Influencer marketing spend grows 83%
Influencer marketing spending in the U.S. and Canada has seen 83 percent year-over-year growth, accompanied by second-quarter spending of $442 million, according to newly-released research data of interest to marketers. The Drum

How Will Twitter’s Redesign Impact Social Media Managers?
Twitter recently updated its desktop design to more closely resemble its mobile experience, a change that has affected how and what digital marketers can do on the desktop experience, and presenting both new opportunities and several challenges. Social Media Today

Lane Ellis

6 Cannes Revelations About B2B Marketing in 2020

Lane Ellis on Jul 24th, 2019     B2B Marketing

City of Cannes Aerial view Image

In June the 2019 Cannes Lions International Festival of Creativity brought together some of the world’s savviest B2B marketers, brands, and other creative professionals.

From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, strong brands and the marketers behind them were involved at Cannes, and the trends they gathered to explore will play a part in shaping how B2B marketers focus their efforts in the months and years ahead.

Here’s a run-down of some of the top B2B marketing and other revelations from this year’s Cannes, and what they’ll mean for your business in 2020 and beyond.

1 — Cannes B2B Marketing Brand Engagement Take-Aways

Brand Engagement Gear Cogs Image

Lane Ellis

Digital Marketing News: Customer Expectation Study, Twitter Updates Lists, LinkedIn Objective-Based Brand Awareness Goals & More

Lane Ellis on Jul 19th, 2019     Online Marketing News

2019 July 19 Domo Chart

LinkedIn updates Campaign Manager, adds brand awareness, conversion campaign options
LinkedIn has rolled out a number of campaign conversion improvements and new brand awareness additions to its Campaign Manager. The updates are poised to enhance LinkedIn’s (client) objective-based ad platform goals. Marketing Land

Brands ‘Out Of Touch’ With American Women
61 percent see portrayal in advertising as completely out of touch, and 56 percent want brands to stand up for women, according to newly-released data from Kantar’s U.S Monitor survey of Americans’ attitudes, values and motivations. MediaPost

Survey Reports 60% of Marketers Ignore Consumer Expectations; Still Rely on Single-Channel Customer Engagement
Some 60 percent of marketers fail to take into account consumer expectations, while 95 percent see increasing expectations from customers — two of several findings of interest to digital marketers in new report data from Maropost. MarTech Advisor

Lane Ellis

26.2 B2B Marathon Marketing Lessons

Lane Ellis on Jul 17th, 2019     B2B Marketing

Collage of six images of marathon runners.

Racing a marathon and running a successful marketing campaign have a surprising number of similarities — in fact, here are 26.2 things they share in common, and the lessons they can teach us.

I’ve been running marathons since 1998 and working in digital communications and marketing since 1984 — two pursuits I’m passionate about that may initially seem quite dissimilar, but which really do have much in common when you begin to look closely.

The Importance of Pre-Race Planning

The marathon isn’t a race you want to run with no training or on a whim — and even if you did, the notoriously unforgiving distance has a way of giving runners back just what they put into it. Skimping on training usually spells disaster when it comes to marathon running.

Lane Ellis

Digital Marketing News: Facebook’s Creator Monetization Tools, Brands Embrace Instagram, Google Maps Place Topics & More

Lane Ellis on Jul 12th, 2019     Online Marketing News

2019 July 12 SmallBizGenius Chart

Facebook brings back reach estimates for Custom Audiences
After a year-plus absence and with new security measures in place, marketers can once again use Facebook’s estimated reach data for Custom Audience campaigns, the social giant recently announced. Marketing Land

Google Maps Launches Place Topics
Google announced that its Google Maps now includes review-based data for a new Place Topics feature. The new local search information from this automated feature could potentially have the greatest impact on B2B firms. Search Engine Roundtable

Social ad spend reached almost $18bn in Q1 2019, but growth has halved in past year
Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year, according to recently-released data from Warc Data. Some platforms are looking to diversify in light of social media usage times that have remained steady. Mobile Marketing Magazine