Lane Ellis

Lane Ellis

Q2 Wrap-Up: Top Changes & What’s Ahead For Marketers

Lane Ellis on Jul 1st, 2019     B2B Marketing, Digital Marketing

Q2 Digital Marketing Recap Technical Image

We’ve made it through the second quarter of 2019, one filled with many important B2B marketing changes and several unexpected twists and turns that will all combine to affect how the industry moves forward as we enter Q3 and push ahead to 2020.

Q2 saw several exciting shifts in entirely new directions, and a few seemingly slight directional maneuvers and adjustments that are nonetheless set to make big impacts in the coming year.

We’re always working to bring you the most relevant B2B marketing news, including weekly industry news videos from Tiffani Allen and Joshua Nite here on our blog and on our TopRank Marketing YouTube channel, and each quarter we reflect on what’s happened and look ahead with key trends.

Lane Ellis

Digital Marketing News: Brand Trust Survey, Top Social Posting Times, YouTube’s Comment Hiding, Amazon’s Ad Share Growth & More

Lane Ellis on Jun 28th, 2019     Online Marketing News

2019 June 28 Sprout Social Chart

B2C, B2B Purchase Journeys Follow Similar Paths
A newly-released Forrester study shows that 52 percent of marketers have seen more similarities in B2B and B2C customer behavior the past two years, as B2B takes on more of the energy of B2C, just one of several findings of interest to digital marketers in the new research. CMO.com

5 key takeaways from the 2019 Edelman brand trust survey
Edelman has released its 2019 Trust Barometer report, showing that 75 percent of consumers value trust over trendiness, and a wide swatch of other digital marketing insights. AdAge

63% Marketers Struggle To Implementing AR in Advertising Reports, Unity Technologies
55.8 percent of creatives expect to consider an augmented reality (AR) campaign during the upcoming year, and 54.1 percent of those who have already used AR campaigns have been satisfied with the user engagement gained, two of the findings from a new study of AR in advertising. MarTech Advisor

Lane Ellis

15 Reports Charting the Future of Content Marketing

Lane Ellis on Jun 26th, 2019     Content Marketing

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How can you be as prepared and knowledgeable as possible for the complex and challenging future ahead for content marketing?

Here are 15 insightful reports loaded with B2B data to help you define and chart your optimal content marketing future, and provide the best-answer and trust-building solutions clients expect today.

The reports here, presented in random order, are all excellent sources of information to help you gain a clearer understanding of B2B content marketing, while keeping more than an eye open towards the future as marketers push onward to 2020.

1 — Edelman-LinkedIn B2B Thought Leadership Impact Study

Edelman-LinkedIn B2B Thought Leadership Impact Study Image.

The 2019 Edelman-LinkedIn* B2B Thought Leadership Impact Study examines the theme that thought leadership digital content is in high demand, and that it remains hard to find, presenting an opportunity gap.

Lane Ellis

Digital Marketing News: B2B Video & Social Usage Studies, LinkedIn’s Brand Refresh & Photo Tagging, Growing Digital Ad Sales

Lane Ellis on Jun 21st, 2019     Online Marketing News

2019 June 21 Vidyard Chart

Social Media Usage Statistics for 2019 Reveal Surprising Shifts
A look at the latest Edison Research and Triton Digital Social Habit study shows largely unchanged social media usage over the past four years, growth for Instagram among young Americans, a drop in Facebook’s popularity, and several other statistics of interest to digital marketers. Convince and Convert

Silence is golden: preparing for the sound-off mobile ad ecosystem
A look at optimizing video ad creative for silence, the impact of HAVOC (Human, Audible, Viewable On Completion), and measuring viewability in an age when some 85-90% of branded videos are viewed with audio muted. The Drum

Lane Ellis

Key B2B Takeaways From the 2019 Internet Trends Report

Lane Ellis on Jun 19th, 2019     B2B Marketing

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Mary Meeker, founder of venture capital firm Bond Capital and former Kleiner Perkins general partner, recently released her highly-anticipated 2019 Internet trends report, a slide deck she has produced since 1995 covering the state of global technology in the business world.

The report provides more data than ever — weighing in at 333 slides, topping last year’s count of 280 — and presents plenty for B2B marketers to think about when strategizing and planning budgets as we push towards 2020.

Let’s dig in and take a look at some of the insights relevant to B2B marketers contained in the new Meeker report.

General Challenges & Opportunities Ahead

The report paints a picture of a world where it’s more challenging than ever to find new growth in certain areas, but one that also shows very real opportunities in others, as we’ll explore.

Lane Ellis

Digital Marketing News: Facebook’s Video Creation Kit, New Mary Meeker & Adobe Trends Reports, Google Buys Looker, & AV Studies

Lane Ellis on Jun 14th, 2019     Online Marketing News

2019 June 14 Bond Capital Chart

Mary Meeker’s Annual Tech Report Outlines Coming Shifts in Social Media and Digital Marketing
The highly-anticipated Internet Trends report for 2019 has been released, including data of interest to digital marketers. For more than 21 years venture capitalist Mary Meeker, partner at Kleiner Perkins, has researched and put out the report, this year weighing in at 333 pages. Social Media Today

Voice Search Study: Factors Influencing Search Engine Rankings in 2019
20 percent of Android Google App searches now come from voice, and a new SEMrush study examines ranking factors including the importance of first-page placement and other facets of voice search. SEMrush

Lane Ellis

5 Examples of Remarkable Content Marketing in Action

Lane Ellis on Jun 12th, 2019     Content Marketing

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Remarkable content marketing is able to inspire us to reach out and try for newfound levels of success, through powerful storytelling and the kind of compelling and relevant information that provides best-answer results.

Here are five recent examples of how this kind of remarkable content marketing wins minds, hearts, and wallets — utilizing tactics that are memorable, well-targeted, and helpful.

#1 — Sigstr’s Customer-Fueled E-book

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Email marketing platform Sigstr prominently incorporated some of its brand customers into a fashion-styled e-book for a recent campaign, a unique twist on a tried-and-true format that garnered the campaign the first-ever B2B Choice Award at B2B Marketing Exchange’s eighth-annual Killer Content Awards — The Finnys — in addition to the event’s customer lifecycle marketing award.

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

Lane Ellis

10 Smart Question Research Tools for B2B Marketers

Lane Ellis on Jun 4th, 2019     Search Marketing

10 Smart Question Research Tools for B2B Marketers, who, what, when, where colorful image.

Getting to the heart of the questions most important to your potential audience is an unbeatable path to providing best-answer solutions.

Let’s look also at why question research is such an important facet in marketing, and some of the primary ways to uncover precisely what people are using search engines and other search technology to ask and learn more about.

In 2017 our Senior Content Marketing Manager Caitlin Burgess looked at this topic, in “Beyond Google Keyword Planner: 7 Easy-to-Use SEO Research Tools for Generating Content Ideas,” and in the interim new tools have become available, and new features have been added to several.

Let’s look at 10 smart tools and tactics to help uncover the questions your audience is asking.

Lane Ellis

New B2B Marketing Research, LinkedIn Sales Navigator & Ad Transparency Updates, Using AI Wisely, & US Digital Ads Top $100B

Lane Ellis on May 31st, 2019     Online Marketing News

2019 May 31 IPA The Drum Chart

Digital Ads Are Raking In More Cash Than Ever
A new Interactive Advertising Bureau (IAB) report shows that 2018 was the first year U.S. digital advertising earnings topped the $100 billion mark, hitting $107.5 billion, up from 2017’s $88.3 billion, led primarily by the strength of mobile and video. Users also spent 22 percent more time on social media properties in 2018 than during 2017, the report details. Adweek

eMarketer Reduces US Time Spent Estimates for Facebook and Snapchat
U.S. adults are using Instagram more than ever, at an average of 27 minutes daily and expected to increase through 2020, while Facebook and Snapchat have both seen a drop in the average number of minutes of use per day, according to new forecast data from consultancy eMarketer. eMarketer

Lane Ellis

Digital Marketing News: YouTube’s Longer Ads, Facebook’s Clear History Ad Impact, Google’s SEO Factors, & Landing Page Habit Study

Lane Ellis on May 24th, 2019     Online Marketing News

2019 May 24 Social Media Examiner Chart

YouTube Ads Are Getting Longer
The ads marketers run on YouTube are getting longer, with the number of 30-second ads rising from 19 percent in January 2018 to 24 percent in January 2019, bucking the notion that shorter is always better with video, one of several video trends shown in a new MediaRadar report. MediaPost

Survey Report: Landing Page Habits of Marketers
30 percent of marketers expect average landing page conversion rates of 10 percent or less, and more than half expect a rate of 20 percent or less, according to new survey data on landing pages and their lead generation performance. SmartBrief

Lane Ellis

80+ New Social Media Marketing Statistics for B2B Marketers

Lane Ellis on May 23rd, 2019     B2B Marketing, Social Media

80+ new SMM statistics to trick out your B2B marketing colorful maze image.

Social media marketing’s near-universal popularity and the break-neck speed at which it changes sometimes makes it difficult to keep up with — for B2B and B2C marketers alike. However, if we use the latest statistical data, it’s possible to gain many helpful new insights.

Here are 83 of the latest relevant social media marketing statistics to trick out and inform your marketing efforts, with a particular focus on certain fascinating new B2B-specific data.

We’ll look at statistics taken from five recent reports and several additional sources, starting with general social media marketing overview figures. Then we’ll look individually at Facebook, LinkedIn*, Twitter, Instagram, and a group of other social platforms.