Lane Ellis

Digital Marketing News: Facebook Launches Viewpoints Market Research Tool, Brand Loyalty Remains High, & Instagram Offers a Glimpse of Feed AI

Lane Ellis on Dec 6th, 2019     Online Marketing News

2019 December 6 MarketingCharts Chart

New Study: 2019 Promo.com Online Video Statistics and Trends [Infographic]
A newly-released study of online video viewing trends offers a slew of statistics of interest to digital marketers, including that 49 percent of people watch more than five videos daily, 67 percent watch the most video using YouTube, followed by Facebook at 26 percent and Instagram with 6 percent. 36 percent watch between two to five videos a day, and 10 percent of respondents said that they watch too many to count, according to the Promo.com study. Promo

Brand loyalty remains high at 89%, driven by product and price rather than service
Loyal customers are the most likely to refer brands to others and to join loyalty programs, while being less likely to engage on social — two of many findings of interest to digital marketers in recently-released survey data, which also showed that product and price drove loyalty more than service. Marketing Land

Nick Nelson

Break Free B2B Series: John Joyce on Taking B2B Content Marketing Back 2 Basics

Nick Nelson on Dec 3rd, 2019     B2B Marketing, Content Marketing, Video Interviews

One of the central tenets of best-answer content is comprehensiveness. Your content needs to fully and artfully answer your buyers’ most burning questions. And as John Joyce and his team at Brennan Industries remind us, sometimes that requires going back to the basics.

It can be all too easy for B2B marketers and brands to get caught up in new trends, industry lingo, and the next big lofty concept in their niche. We grow conversant in these matters on a day-to-day basis. But to assume the same is true for all — or even a majority of — our audience is a mistake, and potentially a costly one.

In the latest entry of our Break Free B2B interview series, John shares how a content strategy rooted in educational content helped yield an 800% increase in leads for his company. 

Lane Ellis

Digital Marketing News: Twitter Test Tweet Scheduling, Google’s Dynamic Gmail Refresh, Facebook’s Lookalike Changes, & Snapchat Grows

Lane Ellis on Nov 29th, 2019     Online Marketing News

2019 November 28 MarketingCharts Chart

Gmail app adds AMP for Email support for Android and iOS
Google has added AMP email support for iOS and Android devices using its popular Gmail app, giving brands new dynamic content options. Marketing Land

Twitter’s Testing Tweet Scheduling Built Into the Tweet Composer
Twitter has begun testing the ability to schedule tweets without the use of third-party tools. As Twitter confirms test, will third-party scheduling tools take a hit? Social Media Today

Facebook to pull location from ad set when creating new Lookalike audiences
Facebook has made several changes to how it allows advertisers to create lookalike target audiences, the firm recently announced. Advertisers should see quicker audience building and setup. Marketing Land

Nick Nelson

Break Free B2B Series: Janine Wegner on Building Brand Thought Leadership With the Help of Influencers

Nick Nelson on Nov 26th, 2019     B2B Marketing, Influencer Marketing, Video Interviews

Break Free B2B Marketing Interview with Janine Wenger of Dell Technologies

Influencer marketing is in a state of flux. In the past 10 days alone, I’ve seen suggestions that paid influencers are out, and that “influencer marketing — in the traditional sense — is in the midst of an irreversible fail from grace.”

Neither of these arguments is off the mark, per se, but they both frame the concept in outdated B2C-centric terms (the authors more or less acknowledge this with their qualifiers). No one can deny that the impact of hired celebrity influencers, transparently shilling products or services, is waning. It’s not an approach that builds trust or credibility. 

Lane Ellis

Digital Marketing News: Twitter’s New Publisher Dashboard, Why We Follow Influencers, Snapchat’s Unskippable Ads, & TikTok’s Social Commerce

Lane Ellis on Nov 22nd, 2019     Online Marketing News

2019 November 22 MarketingCharts Chart

Instagram Removing Likes Could Boost Social Commerce and Retail Measurement
Instagram’s hiding of like counts could lead some businesses to increase their use of so-called shoppable links that focus more on direct social sales journeys, and eMarketer takes a look at recent survey data trends in the area. eMarketer

Ad buyers hopeful Twitter Topics will improve the platform’s ad targeting
After a period of testing, Twitter has launched the ability to follow up to 300 new curated topic lists, the social media firm announced, and some marketers see the change bringing with it new ad targeting possibilities. DigiDay

Wikipedia co-founder wants to give you an alternative to Facebook and Twitter
Wikipedia co-founder Jimmy Wales has rolled out WT:Social, a new advertising-free social platform aimed at reporters, citizen journalists, and users seeking an alternative to mainstream sites such as Facebook and Twitter. Engadget

Nick Nelson

Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics

Nick Nelson on Nov 19th, 2019     B2B Marketing, Video Interviews

Break Free B2B Interview with Hal Werner of Mitel

Part art, part science, all business.

This is the credo under which Hal Werner operates. As Global Manager of Digital Marketing & Strategy for Mitel, he’s responsible for overseeing the telecommunication company’s marketing programs from a holistic view, and understanding how all the pieces fit together.

Coming from a background in copywriting and content strategy, while also possessing considerable experience with SEO, PPC, and analytics tools, Hal believes the key to unlocking success in this modern era of digital marketing resides at the intersection of creativity and data.

Nick Nelson

Why California’s New Data Privacy Law Matters to Marketers Everywhere

Nick Nelson on Nov 18th, 2019     B2B Marketing, Digital Marketing, Marketing Industry News

There’s No Time Like the Present to Lock Down Your Data Privacy Practices

Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold.

For those paying attention, it’s been clear for some time that Europe’s GDPR regulations were only the beginning of a global effort to formalize and enforce protections for internet users and their personal data. But with California’s landmark privacy legislation, CCPA, set to become enforced in 2020, data privacy is no longer a distant foreign concern for American businesses, if it ever was.

Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold. @NickNelsonMN #dataprivacy #digitalmarketing Click To Tweet

What is the CCPA?

At a high level, the purpose of the California Consumer Privacy Act (CCPA) is quite similar to that of GDPR: It’s about giving people transparency into, and control over, how their personal data is used by companies. 

Lane Ellis

Digital Marketing News: Instagram Tests Hiding Likes, Brand Trust Priorities Report, & Facebook’s New Brand Tools

Lane Ellis on Nov 15th, 2019     Online Marketing News

2019 November 15 MarketingCharts Chart

Instagram Will Begin Hiding Total Like Counts for US Users from Next Week
Instagram is slated to start hiding the number of likes that posts have acquired in a forthcoming test. In areas where it’s already been tested, total Instagram like counts have dropped, study data has shown. Social Media Today

Female marketer leadership at ‘all time high,’ says ANA study
The number of women holding leadership marketing jobs may be at an all-time high, according to recently-released study data from the Association of National Advertisers. Women accounted for 52 percent of senior-level marketers and 47 percent of CMOs among ANA member firms, the study showed. Campaign US

Kelly Hogan

Break Free B2B Series: Clare Carr on Using Data to Drive Content Marketing Success

Kelly Hogan on Nov 14th, 2019     B2B Marketing, Content Marketing, Video Interviews

TopRank Marketing Interviews Clare Carr, VP of Marketing at Chief

Intertwined from the start. For marketing executive Clare Carr, digital marketing and data have been a packaged deal since the beginning of her career. But for most marketers, while data is plentiful, leveraging that data (and deriving actionable insights to improve content strategy) is an evolving challenge. Most of us are just beginning to scratch the surface of our data’s potential.

But according to Clare, who spent more than six years at content analytics platform Parse.ly, data can do more than help us optimize performance “after the fact.” Data can help us build our brand. Data can help us become better storytellers. Data can help us grab attention.

Kelly Hogan

Break Free B2B Series: Brody Dorland on Creating Long-Lasting Content Marketing Strategy

Kelly Hogan on Nov 12th, 2019     B2B Marketing, Content Marketing, Video Interviews

An Interview with Brody Dorland of DivvyHQ

We’re ready to release another insightful interview as a part of our Break Free B2B series, this time with Brody Dorland, co-founder of the popular content planning platform, Divvy HQ. Brody is a self-described data geek. He believes data is a crucial component of successful content marketing.

The platform that he co-created is all about bringing data, structure, and strategy into content marketing. We feel that he’s a practitioner who is uniting that data side with the creative side within B2B content marketing. That’s why we were so excited to sit down with him for a few minutes and pick his brain.

We not only spoke about what B2B content marketers can start doing to boost the success of their content marketing initiatives, but also gain insight into where B2B content marketing is headed in the future.

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