Lane Ellis

Lane Ellis

Digital Marketing News: Google Shutters Plus, B2B Chatbots, Facebook’s Shiny New Pixel, & the Voice Search Bonanza

Lane Ellis on Oct 12th, 2018     Online Marketing News

2018 October 12 News Adode Image

Google+ for G Suite lives on and gets new features
Despite Google shutting down Google+ after an API glitch allowed access to user data, its business version lives on and has even bene given new features. TechCrunch

Marketers struggle to keep up with content creation demand for their personalization efforts
New Adobe survey data shows the content scaling challenges digital marketers are increasingly facing as demand for content creation and personalization has risen. Marketing Land

Should You Entrust Chatbots With B2B Customer Communication?
With some predicting that by 2020 85 percent of customer interactions will be with chatbots, Forbes takes a look at their expanding role in B2B communications. Forbes

Lane Ellis

Prepping for #Pubcon Pro Las Vegas 2018: 11 Presentations We’re Looking Forward to Most

Lane Ellis on Oct 11th, 2018     Marketing PR Conferences, Pubcon

Pubcon Pro

Pubcon Pro Las Vegas 2018 — the search marketing industry’s longest-running conference under the same name — will soon be upon us, and TopRank Marketing will be there speaking and giving you a diverse selection of live-blogging and social media coverage throughout the October 17 – 18 event.

Our chief executive Lee Odden will be a featured main-stage speaker on Wednesday, October 17 from 3:55 – 4:50 p.m., while senior account manager Tiffani Allen and I will be covering the event by liveblogging sessions and sharing useful tips through our social networks.

You can read all about Lee’s much-anticipated presentation in our “Learn to Grow Influence and Trust in Marketing with Lee Odden at #Pubcon Pro 2018” piece, and then dig in and get the inside scoop on 10 of the top speakers who’ll be presenting at Pubcon, in Lee’s “Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers” conference preview and guide.

Lane Ellis

Digital Marketing News: Search & Social’s Strong Ad Growth, Facebook’s Breach Fallout, & Reddit Tops 1B Native Video Views

Lane Ellis on Oct 5th, 2018     Online Marketing News

2018 October 5 News Image

Social and Search Forecast to Contribute Two-Thirds of Global Ad Growth Through 2020
By 2020 search and social are expected to account for 66 percent of global ad spend growth, according to new research data by Zenith. Video ad spend growth has also surpassed that of static images. Spending for online video ads is forecast to grow annually by 18 percent, while that of social media looks to grow by 16% annually. MarketingCharts

Reaction: Facebook advertisers on alert as network breach exposes 50m user accounts
In the wake of Facebook’s recent revelation of a security breach that exposed some 50 million user accounts, advertisers have reexamined their advertising with the social media giant, and some have pulled the plug entirely, at least temporarily, including Mozilla and Sonos. The Drum

Lane Ellis

Digital Marketing News: Adobe’s $4.75B Marketo Buy, Google’s 20th Anniversary Neural Matching, & Facebook Lets Pages Join Groups

Lane Ellis on Sep 28th, 2018     Online Marketing News

2018 September 28 News Word of Mouth Image

Adobe’s $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce
In its biggest purchase ever, Adobe has acquired Marketo, shoring up its B2B footprint and giving a vote of confidence to the marketing technology industry. AdWeek

Google Begins Using Neural Matching to Understand Synonyms, Impacting 30% of Queries
For its twentieth anniversary, Google has rolled out an array of new features, including neural matching artificial intelligence, mobile updates, and search changes including Activity Cards, announced at the company’s two-decade celebratory event. Search Engine Journal

Facebook Will Now Allow Pages to Join Facebook Groups
Facebook has allowed certain Pages to join, comment on, and otherwise interact with Groups, a new test that could lead to filling a need expressed by some digital marketers. Social Media Today

Lane Ellis

How to Boost Your Content Marketing Efforts By Planning Ahead

Lane Ellis on Sep 25th, 2018     Content Marketing

Collective Wisdom Series Part 1 Planning Ahead Chess Image

They say two heads are better than one, but we say the more the merrier — especially when it comes to bringing you actionable tips and insights to fuel your digital marketing efforts.

That’s why we’re proud to announce our “Collective Wisdom” series. Throughout the series, we’ll be bringing you insights, tips, and perspectives from some of the top marketing minds to help guide your content marketing strategy. With each entry, you’ll quickly learn proven methods, taking you from the very beginning of the content planning cycle to post-publication amplification and optimization.

Where should we start? At the beginning, of course.

In this piece, we explore the crucial planning stage that essential for content marketing success.

Lane Ellis

Digital Marketing News: Haptic Marketing, Twitter’s Ranked Feeds, B2B’s ABM Challenges, & YouTube’s Vertical Video Ads

Lane Ellis on Sep 21st, 2018     Online Marketing News

2018 September 21 News Image

The Power of Micro-Influencers [Infographic]
A look at the benefits of working with highly-targeted audiences, and how micro-influencers can work to build brand awareness and drive sales. MarketingProfs

Twitter will soon let you switch between chronological and ranked feeds
Twitter announced that it will change how its feed works, with a forthcoming update allowing users to switch between ranked and chronological settings, offering a new layer of control. The Verge

Despite buzz, only one-third of B2B businesses are committed to ABM, report says
A newly-rleased Dun & Bradstreet B2B marketing data report shows limited account-based marketing implementation, and a few other surprises. Marketing Land

Four Effective Techniques for Working With B2B Influencers
Finding the right influencers and getting their attention can be a challenge. MarketingProfs Tom Whatley examines the situation and how to overcome many obstacles. MarketingProfs

Lane Ellis

Digital Marketing News: Facebook’s Ad & Metric Changes, Pinterest Tops 250M Users, Google’s URL Plans, & LinkedIn’s Dynamic Ads

Lane Ellis on Sep 14th, 2018     Online Marketing News

2018 September 14 LinkedIn News Image

LinkedIn brings Dynamic Ads into Campaign Manager platform
LinkedIn has added Dynamic Ads into its Campaign Manager platform. Templates, auto-translation, and data-mapping are among the new additions to an expanded LinkedIn (client) ad management tool. MarketingLand

Americans are changing their relationship with Facebook
A new survey from the Pew Research Center shows that 42 percent of Facebook users having taken a break from the site during the past year, one of several findings of interest to digital marketers. Pew Research Center

Google Wants to Kill the URL
Google and other tech firms are grappling with oftentimes unwieldy and increasingly dangerous URLs. Google’s Chrome browers is looking to at least alter how URLs are displayed, a move that could change how digital marketers incorporate them. Wired

Lane Ellis

Digital Marketing News: Twitter’s Unfollow Suggestions & Threading Test, Instagram Showing Join Dates, & Google’s Algorithm Update

Lane Ellis on Sep 7th, 2018     Online Marketing News

2018 September 8 News Pew Research Center Chart

Many Facebook users don’t understand how the site’s news feed works
Results from a new Pew Research Center survey examine how well people know Facebook’s news feed, with U.S. users under 18 having a better grasp than all older demographic groups. Pew Research Center

 

Twitter’s Testing a New Layout for Replies, Focused on Improving Engagement
Twitter has begun testing an improved layout design with better threading and activity indicators, among several other new features that could see eventual public release. Social Media Today

Digital Marketing Spend Roars Despite Weak Privacy Concerns And Capability Performance
A new Forbes CMO study takes a look at a strong digital spending trend, in spite of recent industry concerns. Forbes

Lane Ellis

10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices

Lane Ellis on Sep 5th, 2018     Content Marketing

10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices

When I started working in digital marketing in 1984, the first online ad I created was in 40-column ASCII text format on my Commodore 64 computer. It was a simple promotion for the 300-baud bulletin board system (BBS) I owned and operated.

Commodore 64

I created the text-only ad to post on other BBS systems, meant to drive traffic to my pre-website by listing the features my BBS offered and the basic information on how people could connect to it. Here’s an actual screen-shot from a few years later when I’d moved on to using a Commodore Amiga:

Lane Ellis

Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings

Lane Ellis on Aug 31st, 2018     Online Marketing News

2018 August 31 News Google Image

Facebook moves to rate users on trustworthiness: report
Facebook has started assigning users a reputation score. Will the new user trustworthiness rating system, which has been refined over the past year, see eventual digital marketing uses? Reuters

Machine learning reveals crazy advertising ideas that actually work
Artificial intelligence aims to not only create but monitor in real-time which ads are creating the most impact, including some rather unorthodox ideas. VentureBeat

Facebook tests ‘things in common’ label to try to connect non-friends
Facebook has been testing new methods to help bring non-friends who share common interests together, with highlights to appear among user comments. CNET

YouTube ads are about to get a little less skippable
YouTube Partners has announced a potentially risky change that will allow costlier unskippable ads on all the video giant’s channels, expanding on earlier limited-audience tests. Mashable

Lane Ellis

Digital Marketing News: LinkedIn’s Group Upgrade, Google’s Expanding Snippets & Search Console, & Curiosity In Marketing

Lane Ellis on Aug 24th, 2018     Online Marketing News

Psychology of Advertising Image August 24 2018

The Psychology of Advertising: Thinking vs. Feeling [Infographic]
Each person is exposed to an average of nearly two million television advertisements and commercials each year. To help your ads be seen and recalled, using emotional content often outperforms rational content, according to new infographic data by USC Dornsife College. MarketingProfs

LinkedIn to Integrate Groups into the Mobile App
LinkedIn (client) has announced changes focused on streamlining discussion and comments in LinkedIn Groups, with threaded replies, mobile integration, and other improvements. Search Engine Journal

‘Instagram playgrounds’ for the hashtag obsessed are taking over U.S. cities
Instagram has been creating real-life photo-op playgrounds, but how can marketers and brands utilize interactive pop-ups? NBC News

Lane Ellis

Digital Marketing News: Reddit’s Redesign, Yelp’s Growth, Facebook Pages Admin Changes, & B2B Engagement Stats

Lane Ellis on Aug 17th, 2018     Online Marketing News

2018 August 17 Digital Marketing News
How B2B Audiences Engage With Business Content Online
A new Clutch survey explores how B2B audiences encounter business content online, and their preferences for consuming it, with business content about technology the leading topic. Clutch

Facebook pages with large U.S. following to require more authorization
Facebook is requiring two-factor administrator authentication for large U.S. pages, a move that will also come to Instagram in the coming weeks. Reuters

Reddit’s redesign is driving higher engagement rates, but will it deliver more advertisers?
Along with its first redesign in over a decade, Reddit places its hopes on boosting engagement, and perhaps attracting more advertisers. Marketing Land

How GDPR Is Moving Ad Budgets Toward Private Marketplaces.
A new survey looks at U.S. marketers’ changing attitudes about programmatic ad spending since the European Union’s GDPR regulations took effect. eMarketer