Lane Ellis

Lane Ellis

Digital Marketing News: Facebook Like Counts & YouTube Subscriber Numbers Undergo Changes, Gartner’s New Hype Cycle Study & More

Lane Ellis on Sep 6th, 2019     Online Marketing News

2019 September 6 SocialInsider Quuu Chart

YouTube starts phasing out exact subscriber numbers
YouTube has begun removing precise subscriber counts for channels with over 1,000 followers, replacing them with rounded overview numbers, the Google-owned video service recently announced. The move has left some brands with subscriber accuracy concerns, especially large ones that could see rounded counts hiding nearly a million subscribers. Campaign US

Now Facebook says it may remove Like counts
Facebook has begun testing the elimination of “like” counts in news-feed posts, the social media giant recently confirmed, in a move echoing a similar shift from tests conducted with its Instagram property — aimed at placing greater focus on content and less on “like” counts. TechCrunch

Lane Ellis

50 Content Marketing Influencers and Experts to Follow 2019 #CMWorld

Lane Ellis on Sep 3rd, 2019     Content Marketing, Content Marketing World

Content Marketing Influencers 2019

Content Marketing World 2019 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are filled with curiosity for future trends, marketing knowledge, and aspirations for new successes. For the past 11 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing event, and this year is set to be the biggest and best yet.

Readers of our blog know we have a long history with the conference starting at the beginning, with nine years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

Lane Ellis

Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More

Lane Ellis on Aug 30th, 2019     Online Marketing News

2019 August 30 Backlinko Chart Image

95% of B2B marketers consider demand creation strategy to be successful
Some 95 percent of B2B marketers view their demand generation tactics as successful, and 60 percent see email marketing as the top-performing demand-gen strategy, according to newly-released study data of interest to digital marketers. ClickZ

PubMatic Reports 26% Increase in Mobile In-App Advertising
Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, according to new report data, also showing that in-app mobile video is increasingly driving ad spending. MarTech Advisor

LinkedIn Launches New Insights Hub to Provide Additional Audience Insights
LinkedIn has released an expanded version of its SuccessHub marketing data and insights feature, providing additional audience and more finely-tuned LinkedIn (client) market data, the firm recently announced. Social Media Today

Lane Ellis

5 B2B Brands Delivering Great Customer Experiences

Lane Ellis on Aug 29th, 2019     B2B Marketing

Colorfully painted wooden planks image.

Today’s B2B customers expect more B2C-like experiences, and here are five brands delivering great customer experiences that go far beyond the tired tradition of boring-to-boring.

Research from Gartner has shown that 89 percent of firms compete primarily on customer experience. Not all companies may be taking this to heart, however, as according to additional research some 60 percent of marketers fail to take into account consumer expectations, despite 95 percent seeing increasing expectations from customers.

Making memorable customer experiences a priority can help build successful campaigns and make for delighted customers, and with further recent research showing that just 14 percent of B2B survey respondents view customer experience and support as a top priority, there may be no better time to work on delivering great customer experiences.

Lane Ellis

The Currency of Influence in Marketing — Buy, Sell, or Trade

Lane Ellis on Aug 27th, 2019     Influencer Marketing

Paper currencies from many nations image.

Influence is its own form of a modern digital currency. Influence is able to overcome almost any obstacle, and more than ever, it’s the powerful (sometimes-hidden) global fuel that helps drive our multi-trillion dollar online business world.

In fact, according to the 2019 Edelman Trust Barometer “In Brands We Trust?” report, 63% of consumers trust what influencers say about brands much more than what brands say about themselves within their advertising messages.

An even more telling statistic from the same study is that 58% said they had purchased a product in the past six months because of an influencer, as shown below.

2019 Edelman Trust Influencer Image

As the internet has matured since its 1991 creation, networking between people around the world has expanded to truly astounding heights, helping make wonderful projects and partnerships happen.

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