Lane Ellis

Lane Ellis

5 B2B Brands Innovating with AR & AI Marketing

Lane Ellis on Nov 13th, 2019     B2B Marketing, Interactive Marketing, Visual Marketing

Successful corporate team of partners and coworkers.

Augmented reality and artificial intelligence aren’t just for B2C marketers anymore, and as we move into 2020 we’re likely to see a new decade of B2B that keeps moving farther away from “Boring-To-Boring” and towards more to B2C-like experiences. AR and AI are a key part of what consumers increasingly expect to find in those experiences.

The swiftly rising number of mixed-reality consumer app installations is expected to jump from 3 billion to 10 billion by 2024, with associated ad spending forecast to climb from $2 billion in 2019 to $11 billion, according to new Juniper Research data.

While AR and AI in consumer-facing efforts keeps expanding with a full head of steam, such as Warner Bros. first-ever embedded AR for its upcoming “Scoob!” film trailer and mobile app, many in the B2B landscape have scarcely begun to tap into the AI-infused technology available.

Lane Ellis

Digital Marketing News: FTC’s Influencer Guide, Twitter’s New Topic Following, Facebook’s Icebreakers, AR Tops Innovation List, & TikTok’s Easier Sharing

Lane Ellis on Nov 8th, 2019     Online Marketing News

2019 November 8 MarketingCharts Chart

B2B Marketers Are Prioritizing Measurement and Analytics Technologies
83 percent of B2B marketers expect to increase their focus on data analytics in 2020, and 69 percent plan to also make measurement technologies their top investment priority next year, according to newly-released survey data from Dun & Bradstreet and Adweek. MarketingCharts

Twitter Launches New Option to Follow Specific Topics, in Addition to User Accounts
Twitter has begun rolling out the ability to follow some 300 new curated topic lists, in the form of timeline and search prompts, with a full launch slated for November 13, the social media firm recently announced. Social Media Today

Lane Ellis

Classic Marketing Insights to Celebrate the Internet’s 50th Birthday

Lane Ellis on Nov 6th, 2019     Online Marketing

High-tech image of Earth from space with connected communication lines.

The collection of technologies that make it possible for you to read this are now 50 years old, as the Internet recently celebrated its first half-century milestone, and we wanted to mark the occasion by sharing a selection of top digital marketing and tech insights from the 1960s to 2020 and beyond.

Starting with the 1960s and working our way through the 2010s, we’ll explore some of the classic technology and marketing that has become synonymous with the Internet, and we’ll also look ahead to an unknown but surely fascinating future.

Decade 1 — The 1960s

The 1960s.

On October 29, 1969 the first online message was sent, between computers at UCLA and the Stanford Research Institute, using ARPANET — which would eventually morph into the Internet we know today.

Lane Ellis

Digital Marketing News: Google Gets Adaptive Banners, LinkedIn Engagement Climbs, Mixed Mobile Reality Grows, & Forrester’s New B2B Predictions

Lane Ellis on Nov 1st, 2019     Online Marketing News

2019 October 25 Kenshoo Chart

30% of B2B marketers own up to delivering a ‘poor’ digital experience
Legacy system and lack of funding have led 30 percent of B2B marketers to delivering poor digital customer experiences, according to newly-released survey data, with 54 percent also noting that disjointed technology has held back their efforts. The Drum

Global B2B Firms Say It’s Tough Producing Content
71 percent of B2B marketers said they face more competition than five years ago, and 51 percent of B2B decision makers also said that poor product information and content has been their leading challenge — two of several findings in recently-released study data of interest to digital marketers. MediaPost

Lane Ellis

5 Top B2B Brands Mastering Facebook Engagement

Lane Ellis on Oct 30th, 2019     B2B Marketing, Facebook

Colorful pallet of crushed pigment powders image.

With more than 2.4 billion users worldwide, Facebook has long been a popular platform for brands both B2B and direct-to-consumer looking to creatively and effectively showcase their products and services.

Facebook has released scores of new features over the past several years that have not only helped it remain among the most-used social media platforms — despite facing well-publicized challenges over the past several years — but also increasingly to become a destination for professional business users, and users looking for a social experience markedly different from LinkedIn, Twitter, and Instagram.

With Facebook having launched so many new tools for brands to maximize their engagement on the platform, let’s take a look at how five large primarily B2B companies are creatively  connecting with audiences through pages, groups, communities, and several other methods Facebook provides.

Lane Ellis

Digital Marketing News: Snapchat Growth Booms, Facebook Usage Falls, B2B Buyers Seek Greater Loyalty, Podcast Ads Succeed

Lane Ellis on Oct 25th, 2019     Online Marketing News

2019 October 25 MarketingCharts Chart

Report: Facebook usage drops a stunning 26% since 2017
Facebook usage has dropped 26 percent since 2017, according to newly-released report data, also showing that the social media giant’s monthly usage average fell from 14 hours to 9 among U.S. users. Fast Company

IAB: First-half 2019 online ad spending reaches $58 billion, but growth is slowing
During the first half of 2019 digital advertising spending climbed to $58 billion according to new data from IAB, also showing 16.9% year-over-year growth, down from last year’s 23.1%, while mobile ad revenue led the way with the strongest growth. Marketing Land

B2B Online Shoppers Want Loyalty and Simplicity: Report
B2B online shoppers are increasingly seeking more loyalty and ease-of-use in the buying process, new survey data reveals. Some 56% use loyalty programs, as B2B buyers look for greater B2C-like streamlining. Chief Marketer

Lane Ellis

10 Tips From Influencer Marketing’s Hidden 1,000-Year History

Lane Ellis on Oct 24th, 2019     Influencer Marketing

Parthenon sunrise image.

When it comes to influencer marketing, we usually think of it as a fairly recent or even cutting-edge innovation. However, when you consider what’s at its heart, influencer marketing’s roots date back well over 1,000 years.

The way successful professionals practice influencer marketing is undoubtedly innovative and thoroughly modern, yet for more than a millennia we’ve had the trust, expertise, and wisdom that meld together to allow one person to hold influence over another.

There’s a reason influencer marketing has become one of the most powerful methods to build trust, create strong communications, and lasting professional relationships that it’s becoming more renowned for every day. That reason centers on fundamental human emotions and our innate desire to gain wisdom from people we trust — primal elements that apply equally to life and marketing that date from our earliest written history.

Lane Ellis

Digital Marketing News: Google Ads Targeting Options, Templates Come to Facebook & Instagram Stories Ads, LinkedIn Adds Events Features & More

Lane Ellis on Oct 18th, 2019     Online Marketing News

2019 October 18 MarketingCharts Chart

Social media ad spend to surpass print for first time
Ad spending in 2019 will for the first time see social media topping print, with global spending growth up 20 percent increasing to $84 billion, according to recently-released forecast data from Zenith. Marketing Land

LinkedIn Launches Events to Facilitate Professional Meet-Ups
LinkedIn (client) has released a robust new tool allowing users to create and manage events pages, the culmination of a program first announced late last year, the professional social networking firm revealed this week. Social Media Today

Facebook testing ads in Groups tab
Facebook has begun allowing certain advertisers to utilize new mobile Facebook Groups ads, as part of an Ads Manager test, the social giant recently announced. Should the option eventually be rolling out to all advertisers, digital marketers will be able to target new audiences with mobile group ads. Marketing Land

Lane Ellis

17 Revealing B2B Marketing Insights From Poll Data

Lane Ellis on Oct 8th, 2019     B2B Marketing, Reader Polls

17 Poll Insights Purple Tech Background Image

The revelations people provide when they respond to online marketing polls include a wealth of industry information. Poll data shows what marketers are thinking about in a variety of important subjects, ranging from everyday tasks to far-reaching future trends.

Over the past four months, we’ve utilized our TopRank Marketing Twitter channel to publish a weekly poll, asking a range of questions to B2B marketers. Today, we share some of the data we’ve collected throughout this series of 17 polls.

Social Media Polls

Our first two polls asked B2B marketing about social media, and the responses can help us gauge the pulse of marketers on the social platform front.

Lane Ellis

Digital Marketing News: LinkedIn Tops Trust Study, Facebook’s Disappearing Likes, Ad Spending Climbs, Reddit’s New Marketing Features & More

Lane Ellis on Oct 4th, 2019     Online Marketing News

2019 October 4 MarketingCharts Chart

LinkedIn takes the top spot for the third straight year in our annual Digital Trust Report — and Facebook remains in dead last
For the third consecutive year LinkedIn (client) has garnered the most-trusted social media platform spot, according to Business Insider Intelligence’s Digital Trust Report, which also saw Facebook ranked at the bottom. Business Insider

Instagram in-stream video ads driving more purchases than Story Ads: Report
Instagram’s in-stream video advertisements have edges out Story ads, according to new report data, with some 12 percent of consumers making a purchase after seeing a story video, while 27 percent did so after watching an in-feed video ad. Marketing Land

Lane Ellis

Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

Lane Ellis on Sep 30th, 2019     B2B Marketing, Digital Marketing

QQ Digital Marketing Recap Standing Businesspeople Image

We’ve now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020.

Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020.

We’re always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel.

Each quarter we reflect on what’s happened in digital marketing and look ahead with key trends. Let’s examine both the challenges and opportunities the quarter’s top B2B marketing news has brought our industry.

Lane Ellis

Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More

Lane Ellis on Sep 27th, 2019     Online Marketing News

2019 September 20 MarketingCharts Chart

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus
A new survey from Gartner reveals that there is plentiful high-quality buying information available to B2B buyers, even to the point where 50 percent view the large amount of trustworthy data at hand as overwhelming. Demand Gen Report

Giphy to partner with Oracle Data Cloud’s Moat to measure viewability
Animated GIF image firm Giphy has partnered with Oracle Data Cloud’s analytics and measurement platform Moat to measure branded GIFs used with in-app and via mobile and desktop landscapes — a move aimed at providing greater validation to branded content on the service. Marketing Land