Lane Ellis

Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube’s Quality Watch Time, & Pinterest Conversions

Lane Ellis on Apr 19th, 2019     Online Marketing News

2019 April 19 StatusBrew Chart

Google-Backed Study Finds People Willing To Trade Sensitive Data For Personalized Media
More than a quarter of U.S. and U.K. consumers are willing to share some location, purchase history, and banking information with smart voice assistants, while 46 percent are also willing to share their media usage history, according to new survey data from Google and the National Research Group (NRG). MediaPost

Using Trust as the Driving Force Behind Marketing Strategies
61 percent of millennials are concerned about global conditions and feel personally responsible for making a difference, one of several signals of increasing opportunities for greater trust and brand integrity in marketing, and Adweek takes a close look. Adweek

Lane Ellis

Digital Marketing News: B2B’s AI Questions, Marketers Struggle with Personalization, Nielsen’s Neuroscience, & Brands Try Twitch

Lane Ellis on Apr 12th, 2019     Online Marketing News

2019 April 12 Pew Chart

Corporate America can’t afford to ignore Gen Z
U.S. Gen Z members tend to spend their money with businesses that align with their values, respond positively to autonomous sensory meridian response (ASMR) advertising, and prefer online subscription and customization, according to new research survey data of interest to digital marketers. BNN Bloomberg

Why More and More Brands Are Getting Into the Streaming Game on Twitch
Twitch, which Amazon acquired in 2014 for $970 million, has seen increasing numbers of brands advertising on the streaming platform, and recently some have been moving from traditional ad formats to the in-game action itself, a new area of opportunity for digital marketers. Adweek

Lane Ellis

Digital Marketing News: Online Ad Spend’s Speedy Growth, Google’s Podcast Transcriptions, & Adobe’s LinkedIn Push

Lane Ellis on Apr 5th, 2019     Online Marketing News

2019 April 5 Buzzoole Chart

Adobe, Microsoft to take on Salesforce’s marketing software, with LinkedIn as a weapon
Adobe* and Microsoft have joined forces to better compete against Salesforce.com in the sales and marketing software arena, with the LinkedIn* platform’s recently-expanded targeted audience advertising featuring heavily in the new alliance. Reuters

What CMOs Are Focusing On in 2019 [Infographic]
74 percent of CMOs plan to encourage peer engagement and the transfer of knowledge among talent, while improving digital marketing capabilities and boosting go-to-market processes are the most important agenda items for 2019, according to newly-released research data from the CMO Council. MarketingProfs

What the Numbers Say About Mobile’s Place in B2B Marketing
The opportunity for more mobile-friendly B2B content is ripe for progressive B2B marketers, especially those working to offer greater trust and understanding, according to research of interest to digital marketers from MarTech Advisor. MarTech Advisor

Lane Ellis

Digital Marketing News: LinkedIn’s Lookalike Launch, B2B’s Social Responsibility, & Twitter’s B2B Crackdown

Lane Ellis on Mar 29th, 2019     Online Marketing News

2019 March 29 LinkedIn Chart

LinkedIn Announces New Data Partnership with Adobe to Improve Ad Targeting
LinkedIn announced a new partnership with Adobe that will bring a greater selection of LinkedIn’s (client) account-based marketing features to users of Adobe Experience Cloud, and expand ad targeting with Marketo Engage and Microsoft Dynamics 365 for Sales. Social Media Today

The Colossal Amount of Time Spent Consuming Media May Finally Be Flatlining, According to Nielsen Report
U.S. adults are still spending an average of 10 and a half hours consuming media — the same as in 2017 and 2018 — a signal that consumption time has plateaued, according to newly-released report data from Nielsen. Adweek

Lee Odden

Inspired Marketing: Interview with Kirsten Allegri Williams, CMO at SAP SuccessFactors

Lee Odden on Mar 28th, 2019     Interviews

Interview Kirsten Allegri Williams CMO SAP SuccessFactors

One of the great things about my job is connecting with inspiring marketers. While attending SAP’s annual SAPPHIRE conference last year, I had the good fortune to meet Kirsten Allegri Williams @kirstenallegriw thanks to Amisha Gandhi @AmishaGandhi. At the time, Kirsten was VP, Corporate Marketing at SAP Ariba.

In our short time meeting, we covered a lot of ground, from the need to elevate trust in marketing within the c-suite and on the street with customers to the role of purpose in marketing. She was highly focused, present and very smart. She made enough of an impression, that I included her in our annual list of Women Who Inspire in Digital Marketing.

Lane Ellis

Digital Marketing News: B2B Content Effectiveness Study, Modern Marketing Skills, & Influencer Social Benchmarks

Lane Ellis on Mar 22nd, 2019     Online Marketing News

2019 March 22 Maryville University Chart

When Content Tanks: Brands Lack Faith In Their Efforts, Study Shows [B2B study]
B2B marketers’ content effectiveness has faced struggling confidence, with just 4.7 percent extremely confident in their content’s pertinence, a significant decrease from 2017, according to a newly released B2B marketing study data. MediaPost

Facebook testing features that let Pages archive and share Stories
Facebook has tested optional methods allowing business pages to archive and share Facebook Stories, potentially paving the way for increased exposure beyond the current reach of Facebook Page fans, the social media giant recently noted. Marketing Land

2019 Social Media Influencer Benchmarks
Social media influencer benchmarks are examined in a recently released report from Trust Insights that looked at some 50,000 influencers on each of the major three social influencer platforms. Trust Insights

Lane Ellis

Digital Marketing News: Influencer & Data-Driven Marketing Stats, B2B Social Usage, & Twitter’s New Video Analytics

Lane Ellis on Mar 15th, 2019     Online Marketing News

2019 March 15 Headway Capital Chart

Marketers less concerned about data tech, IAB annual report finds
Digital marketers and publishers increased data-related spending in 2018, and 78 percent plan to spend more next year, one of several findings in the Interactive Advertising Bureau’s newly-released annual report. MarTech Today

Podcast Growth Is Popping in the U.S., Survey Shows
The number of U.S. podcast listeners grew at the fastest rate since Edison Research began tracking statistics in 2006, and with young listeners also on the rise, podcasts may have reached a tipping point, which the New York Times explores. New York Times

Twitter debuts new analytics tools for publishers focused on improving video engagement
Twitter has released a slew of updated and new analytics tools, with Media Studio additions aimed at helping digital marketers achieve better video engagement rates by examining more data, the firm announced. TechCrunch

Lane Ellis

Digital Marketing News: B2B Trends Study, Facebook’s Topics to Watch, & What Consumers Really Think of Personalized Ads

Lane Ellis on Mar 8th, 2019     Online Marketing News

2019 March 8 Spiceworks Chart

B2B Tech Marketing in 2019: Budget, Content, and Strategy Trends
B2B marketers at technology firms largely expect budget allocation to increase or remain the same during 2019, and 44 percent expect to increase paid media spending, two of numerous findings in a new report from Spiceworks. MarketingProfs

Do People Actually Want Personalized Ads?
A high demand for personalized ads is tempered by increased wariness about the type of data collection that typically makes them possible, according to new data from eMarketer that examines several recent reports. eMarketer

Forrester: Digital marketing spend to reach $146B by 2023, but search landscape is changing
By 2023 U.S. digital marketing is expected to grow at a 9 percent compound annual growth rate, reaching $146B, with more spend moving to the growing voice search segment, according to new Forrester report data. Marketing Dive

Lee Odden

Brian Solis on Lifescale – How to Live a More Creative, Productive and Happy Life Plus Improve Your Marketing

Lee Odden on Mar 7th, 2019     Book Reviews, Interviews

Brian Solis Lifescale

Brian Solis is an award-winning author of 8 books and an internationally known keynote speaker. I’ve had the pleasure of knowing Brian for many years and he has consistently been one of the most thoughtful, inspiring and intelligent people I know.

Not long ago Brian and I had a chance to catch up and he shared with me the news of his new book Lifescale – How to live a more creative, productive and happy life. That’s a pretty compelling title and being up to my neck in digital distractions, multi-tasking and a need to break free out of that chaos, the notion of Lifescale was immediately interesting to me both personally and as a way to better empathize with customers as a marketer.

Lane Ellis

Digital Marketing News: Google AMP’s ROI Rise, Digital Ad Spend Now Dominant, & New B2B Marketing Studies

Lane Ellis on Mar 1st, 2019     Online Marketing News

2019 March 1 Slack Chart

Google touts ROI of AMP display ads, adding they perform best on AMP web pages
Google released data showing that advertisers who use Accelerated Mobile Pages (AMP) display ads have higher return on investment (ROI) and click-through-rates (CTR) when used on dedicated AMP pages, including a 12 percent increase over 2018. Marketing Land

Do Marketers Think Their Strategies Are Successful? [Study]
Marketing strategy success rates for marketers in both B2B and B2C fields are the subject of new report data, showing that 62 percent view their strategies as only somewhat successful when it comes to achieving primary campaign objectives, one of several key revelations contained in the report. MarketingProfs

Ashley Zeckman

The Future (& Present) of Marketing: Collaboration, Technology & Innovation

Ashley Zeckman on Feb 28th, 2019     B2B Marketing, Digital Marketing, Marketing & PR Industry

What do you get when you combine an enterprise CMO and a partner at one of the world’s largest professional services firms?

I can’t speak for all scenarios but at B2BMX in Scottsdale this week, it led to an entertaining and insightful conversation, from two different perspectives.

Jeanniey Mullen, former CMO of Mercer and Vince Walden, Partner at Ernst and Young led an engaging discussion on the importance of innovation within organizations (large and small) as well as opportunities for better operationalizing your marketing department. Below are three ideas for how to future and present-proof your marketing.   

3 Ideas for Future-Proofing Your Marketing

Encourage Cross-Functional Collaboration

Often when brands talk about collaborating with others, it’s in the context of their own departments. Marketing teams look for insights from other marketers, salespeople look to a top seller and so on.

Caitlin Burgess

Sales & Marketing Alignment: Shahid Javed Shares How to Go from Hate to Love in 60 Days

Caitlin Burgess on Feb 28th, 2019     B2B Marketing, Marketing & PR Industry

It’s a tale as old as time. The marketing team is hyper-focused on awareness campaigns, events, and driving more leads to fill the funnel. Meanwhile, the sales team is hyper-focused on meeting sales and revenue goals, and nurturing relationships to empty the funnel.

These two teams occupy two very different functional areas within a company. They’re moving at completely different speeds. They’re operating under their own rules. And as a result, there’s tension, misunderstanding, and even … hate.

But according to Shahid Javed, Director of Enterprise Marketing for Hughes Network Systems, B2B marketers can be change agents here. They can give and get love from their sales teams. And they can do it in as little as 60 days.