Lane Ellis

Digital Marketing News: Micro-Influencer Trends, LinkedIn Adds Interactive Tools, Strong Online Ad Spending, & Google’s Cookie Drop

Lane Ellis on Jan 24th, 2020     Online Marketing News

2020 January 17 MarketingCharts Chart

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020
Marketing and advertising spending in the U.S. is set for strong growth during 2020, according to newly-released forecast data showing a high-point of nearly $390 billion, representing a 7.2 percent increase from 2019, while online ad spend is expected to grow even more, hitting 14.5 percent, the report from Winterberry Group notes. Adweek

Google: Webpages with Featured Snippets Won’t Appear Twice on Page 1
Brands worldwide with Google featured snippets in search results pages will no longer have a second similar entry in the SERPs, Google recently announced, with featured snippets henceforth counting as one of the 10 first-page results. Search Engine Journal

Nick Nelson

Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing

Nick Nelson on Jan 23rd, 2020     B2B Marketing, Video Interviews

The more things change, the more they stay the same. This phrase is often uttered with a negative connotation, but incidentally, it also represents an aspirational ideal for B2B marketing managers and leaders. 

In an environment that is constantly shifting, brands and agencies are tasked with navigating uncertainty while remaining steadfast in their pursuit of the same ultimate goals: engaging prospects, building relationships, driving business results.

As such, change management becomes a key aspect of the job, particularly for those in leadership positions. Focusing on “how to help employees embrace, adopt and utilize a change in their day-to-day work” (as defined by Prosci), change management is oft-overlooked but clearly essential for a profession where one day can look drastically different from the last.

Nick Nelson

Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care

Nick Nelson on Jan 21st, 2020     B2B Marketing, Content Marketing, Video Interviews

Break Free B2B Interview with Emily Thompson

Trust is the linchpin of modern marketing. It plays a crucial role in every vertical, industry, or niche. But nowhere is trust a more essential crux than in health care, where the personal stakes are immense.

“We’re in an industry where, you know, it’s serious,” says Emily Thompson in her interview for Break Free B2B. “This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick.”

As a Boston-based freelance writer and content strategist who primarily focuses on the health care sector, where she has worked with a wide variety of clients ranging from startups to enterprise, Emily acutely understands the impactful nuances of messaging. She says seeing things from the other side — as a first-time mother who frequently sought information online — helped her develop a more empathetic view.

Lane Ellis

Digital Marketing News: LinkedIn’s Faster Than Expected Growth, Podcast Ads Booming, & Facebook Updates Audience Insights

Lane Ellis on Jan 17th, 2020     Online Marketing News

2020 January 17 MarketingCharts Chart

LinkedIn to Grow Faster than Expected
LinkedIn (client) is on pace to grow more rapidly than expected, with new forecast data predicting the professional social media platform will hit some 66.8 million active monthly users by 2022, and in 2020 it will see nearly $1.6 billion in advertising revenue, according to the forecast data. eMarketer

Ad-Supported Music Streaming is a Growing Opportunity for Advertisers
With some 77 percent of streaming music accounts being of the ad-supported free variety, and more than 500 billion on-demand music streams in the first half of 2019 alone, digital marketers are seeing the large audiences as a growing opportunity. MarketingCharts

Nick Nelson

Break Free B2B Series: Ben Wallace on the ‘Triple Bottom Line’ in B2B Marketing

Nick Nelson on Jan 16th, 2020     B2B Marketing, Video Interviews

Break Free B2B Interview with Ben Wallace

How does the air we breathe affect the work we produce?

It’s not a question I’d pondered very frequently, until I had the opportunity to chat with Ben Wallace for the latest episode of Break Free B2B. But it’s one of many considerations that came to light during his illuminating interview with TopRank Marketing President Susan Misukanis and myself.

As CEO of Link Positive, a clean-energy business development service, and co-founder of soon-to-launch energy optimization implementation startup Minify Energy, Ben consults companies about energy efficiencies, reducing environmental footprint, and creating a more comfortable workspace. As he explains, there are business and marketing implications that go well beyond what is apparent on the surface.

Nick Nelson

Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

Nick Nelson on Jan 14th, 2020     B2B Marketing, Content Marketing, Video Interviews

Break Free B2B Interview with Adi Bachar-Reske

Marketing leaders are at the forefront of a seismic transformation that continues to play out as we enter a new decade. 

Organizational dynamics are realigning. Power balances are shifting. Trust – both internal and external – is emerging as the most essential crux in business success. For people like Adi Bachar-Reske, it’s an exhilarating time to be leading the charge.

Her history in marketing dates back multiple decades, so she’s been helping shape this evolution. “Twenty years ago, everybody’s in a suit. I was the only woman in the room, always,” she says. “It has changed a lot.”

Lane Ellis

Digital Marketing News: B2B Marketing Outlook Study, Twitter Axes Audience Insights, Influencer Marketing Sees Growth, & TikTok’s Rising Revenue

Lane Ellis on Jan 10th, 2020     Online Marketing News

2020 January 10 MarketingCharts Chart

Twitter Is Removing the Audience Insights Element from Twitter Analytics
Twitter has announced that it will do away with the current version of its Audience Insights portion of Twitter Analytics. On January 30 the platform will mark the end of the five year old follower data tool used by many digital marketers. Social Media Today

CCPA Is Here, But Many Companies Are Still Not Compliant
On January first the California Consumer Privacy Act (CCPA) went into effect, however newly-released data shows that only 30 percent of firms were compliant as of November 2019, with some 18 percent expecting to be compliant by the beginning of 2020. eMarketer

Nick Nelson

Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B

Nick Nelson on Jan 9th, 2020     B2B Marketing, Video, Video Interviews

Break Free B2B Interview with Adam Dunn

Content has many aims. It should inform. It should assist. It should entertain.

But as B2B marketers, doesn’t it seem like if we don’t deliver on the latter – immediately, and convincingly – we don’t really get a chance to deliver on the rest? 

Given that our job is dependent on earning and keeping an audience’s attention, marketers are wise to take cues from entertainment-focused content formats like films and music videos. Even more so, we’re wise to take cues from the creators behind them. In a nutshell, that’s why Adam Dunn offers a particularly valuable perspective for people in our line of work.

Caitlin Burgess

Break Free B2B Series: Zari Venhaus on How to Scoot Your Way to Martech Transformation Through Storytelling

Caitlin Burgess on Jan 7th, 2020     B2B Marketing, Content Marketing, Video Interviews

Break Free B2B Marketing Interview with Zari Venhaus

When it comes to securing buy-in from key stakeholders for marketing technology investments, are you preparing to deliver a pitch or to woo your audience through story?

According to Zari Venhaus, Director of Corporate Marketing Communications at Eaton, the latter is essential if you want to create understanding and gain approval from stakeholders at all levels—something she knows from experience.

“If they’re not marketers, they don’t understand what we do every day and the impact it has,” Zari told TopRank Marketing’s Susan Misukanis in a recent Break Free B2B interview. “So, we had to learn how to storytell. We had to take our roles as marketers and turn it internally and really do that for our senior leaders.”

Lane Ellis

Digital Marketing News: B2B Marketplaces Study, Instagram’s New Branded Content Rules, Influencer Honesty, & Google’s New Browse By Photo

Lane Ellis on Jan 3rd, 2020     Online Marketing News

2020 January 3 MarketingCharts Chart

B2B Sellers: Marketplaces Are Here — Are You Ready?
B2B buying and selling has changed alongside similar shifts that are being seen in consumer areas, and research firm Forrester takes a look at the new center of commerce that B2B marketplaces represent. Forrester

Facebook quietly acquired a startup to build a live-shopping feature
Facebook recently confirmed that it has acquired live-shopping startup Packagd, which will augment the social media giant’s Marketplace selling feature, and eventually offer new options for digital marketers. AdAge

Pinterest CMO on Marrying Aggressive Growth with the Company’s Brand Image
eMarketer takes a look at how Pinterest’s first chief marketing officer is tackling the unique challenges faced by the image-centric social platform, as it attempts to woo greater numbers of digital marketers as well as users. eMarketer

Lane Ellis

Digital Marketing News: Influencer Brand Marketing Study, Facebook’s OS Plans, Instagram’s Multiple Images, & SEO Effectiveness Survey

Lane Ellis on Dec 27th, 2019     Online Marketing News

2019 December 27 MarketingCharts Chart

Marketers Tout SEO’s Effectiveness As They Look to Drive Leads, Customer Acquisition
SEO has continued to be an effective tactic when it comes to driving leads and customer acquisitions, with the majority of digital marketers finding the practice more effective than traditional media, one of several statistics from newly-released survey data. MarketingCharts

New Report Looks at Which Tools and Creation Apps are Most Popular Among Instagram Influencers
The software, tools, and online image creation apps most-used by Instagram influencers have been outlined in a new survey of more than 1,200 influencers on the platform, with results showing that just 10 percent use Photoshop, nearly 30 percent use Lightroom, and some 4.8 percent work with Canva, according to the study. Social Media Today

Lane Ellis

Digital Marketing News: Influencer Marketing to Top $15B by 2022, Instagram Stories Ad Spend Jumps, & Twitter Turns Live Photos into GIFs

Lane Ellis on Dec 20th, 2019     Online Marketing News

2019 December 20 MarketingCharts Chart

B2B CX Trailblazers Listen to and Act on Customer Feedback
91 percent of B2B customer experience (CX) leaders utilize the input of employees to improve CX efforts, and 89 percent gather partner and distributor feedback for boosting CX, two of the traits highlighted in newly-released survey data of interest to digital marketers . MarketingCharts

Instagram influencer marketing activity jumps 48%, study finds
Instagram has seen rising influencer marketing efforts on the platform in 2019, climbing by 48 percent, and by 2022 influencer marketing spending is expected to grow to as much as $15 billion, according to recently released report data. Mobile Marketer