Digital Marketing News: Predictive Analytics, Blockchain and Email Marketing Industry Report

Predictive Analytics: Predicting Customer Behavior to Improve ROI As marketers, we’re always trying to stay ahead of the curve. But, does that curve factor in what customers or clients are looking for? This infographic shows us how predictive analytics can help do just that. Business 2 Community IAB sets up Blockchain Working Group for advertising Does blockchain have a place in marketing? According to recent reports, blockchain is no longer only for those trading bitcoin, it can provide a highly secure and transparent way to manage funds. MarketingLand 2017 Email Marketing Industry Report Marketers are feeling overwhelmed. They don’t have the resources needed to do the marketing they’d like to do. This is evident in email marketing particularly because many marketers surveyed say email marketing drives ROI but it’s not integrated with their marketing strategy overall. Digital Marketing Depot [REPORT] The State of Social Video 2017: Marketing in a Video-First World “According to Cisco, video will make up 80% of consumer online traffic by 2020, and Mark Zuckerberg said he sees video ‘as a mega trend on the same order as mobile.’ Animoto set out to shed light on the video-first landscape.” Animoto Apple’s New Animojis Are the Latest Sign That Brands Need to Embrace Augmented Reality Tailing on the news of the release of Apple’s new iPhones, there is an exciting new development. What happens when you mix artificial intelligence and a leading technology company? You get, animojis! Apple’s version of the Snapchat’s Lens, this feature enables brands to connect with younger audiences in a meaningful way. AdWeek Email Marketing To Total $ 22.2 Billion In 2025: Study MediaPost reports: “The total dollar volume of email marketing will hit roughly $ 22.2 billion by the end of 2025, for a compound annual growth rate (CAGR) of 19.60%, according to a study by Transparency Market Research. Last year, the annual total was U.S. $ 4.5 billion.” MediaPost Google Offers Olive Branch to Publishers by Relaxing Policy on Subscription Sites According to The Wall Street Journal – but not yet confirmed by Google – Google is ending their ‘First Click Free’ policy on paywall gated articles through SERPs. This could reportedly help publishers boost subscriptions. The Wall Street Journal Google Search App to Suggest Related Content Content creators rejoice! Google is reportedly now showing related content in Google searches based on what content other searchers have viewed based on their related searches. Search Engine Journal What were your top digital marketing news stories this week? We’ll be back next week with more top news! Need more in the meantime? Follow @toprank for daily updates.

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Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords

Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic] Writing text ads is a challenge – how can you be compelling enough to drive a conversion with such limited space? There are several tricks of the trade explored in this new infographic. MarketingProfs Google to Advertisers: Get Your Mobile Landing Pages Ready Google recently announced that in two weeks, AdWords advertisers can use AMP pages as landing pages for their ads. This provides a seamless user experience when searching through Google and could have implications for page rank. Search Engine Journal The print catalog era is over — but Facebook wants to revive it on your iPhone Do you miss the good old days of ordering from a catalog? Not many do. However, the lifestyle inspiration we all get from magazines is something that we haven’t been able to replicate as well with our digital ads. Facebook is trying to close that gap with their new ‘Lifestyle Templates’. Business Insider Amazon Is Opening Up Its Ads Business, and Marketers See a Big Opportunity to Shake Up Search According to AdWeek, “After testing search-based ads with agencies and brands, Kenshoo (a company that helps marketers manage search spend across platforms) is making Amazon ads readily available to all marketers through an API integration today.” AdWeek Instagram Expands Access to Branded Content Tools After months of testing, Instagram has granted access to advertisers to its Branded Content tools. These will allow advertisers simplify the process for working with creators (and vice versa). Social Media Today Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update The news of Apple’s Intelligent Tracking Prevention in Safari has upset the advertising industry – but as usual, we have Google to the rescue. According to Search Engine Land, “Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that conforms with ITP.” Search Engine Land Amazon ‘1-Click’ patent expires today, get ready for faster web-wide checkout Amazon’s patent on ‘1-Click’ checkout has expired – this means that eCommerce platforms can now duplicate this functionality on their own sites. This is expected to reduce cart abandonment for shopping sites and make a more convenient user experience. Marketing Land 73% Of Broadband Consumers Want To Tightly Control Their Personal Data According to MediaPost: “A large majority (73%) of U.S. broadband consumers express a desire to keep tight control over access to their personal data, with nearly half being very concerned that someone will access the data without their permission, according to a new report by Parks Associates.” MediaPost What were your top digital marketing news stories this week? We’ll come back next week with more top digital marketing news. Have something to share? Email the newsroom or Tweet to @toprank.

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Digital Marketing Tools & Tactics: What the Trends Tell Us

Digital Marketing Trends, Tools & TacticsAs the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now. As it stands, the top challenges many of us are facing in 2017 are, in essence, the same ones we’ve been battling for years. According to an expansive aggregation of digital marketing studies and reports from Getapp Lab, the industry’s top pain points include: lack of time, knowledge, and resources; difficulty converting leads into customers; and diminishing reach in an increasingly crowded digital environment. The analysis offers a widescreen view of the current landscape for businesses, highlighting tactics that are leading the way, solutions being embraced to overcome prevalent hurdles, and emerging technologies that hint at the direction of the marketing industry for startups and enterprises alike. With that said, below we run through some key takeaways from the roundup, as well as provide some additional insight and resources.

Don’t Sweat the Individual Techniques

Which digital marketing techniques are leading the way in 2017? Getapp shares a report from Smart Insights showing that content marketing and big data are leading the way in a preference poll, with marketing automation, mobile marketing and social media marketing not far behind. (Photo Credit: Smart Insights) Of course, none of these should really be viewed as disparate practices — rather quite the opposite. TopRank Marketing firmly believes in approaching digital marketing with an integrated strategy. For example, data ought to touch every branch of your marketing strategy. Mobile should be top-of-mind with all digital assets you produce. Automation can be integrated into almost every tactic for added efficiency. But, with that said, it comes as no surprise that content and data lead the way as prioritized techniques. As our own CEO, Lee Odden, often says: “Content isn’t king. It’s the Kingdom.” So for us, these two cornerstones speak to the fundamental essence of modern marketing: understanding your audience and reaching them with relevant, best-answer content that informs, engages and inspires action.

Mobile is a Must

In today’s digital world, I think it’s safe to say that all marketers know the importance mobile plays in their digital marketing initiatives. But when companies or agencies devise and execute their marketing strategies, it typically happens in offices stocked with powerful computers and large monitors. As such, without concerted effort, it’s difficult to gain end-user perspective. But to put it bluntly, it’s no longer an option. It’s an imperative for success. As Getapp’s report notes, mobile usage surpassed desktop a few years ago and now the gap is growing. Google’s mobile-first index punishes websites that aren’t responsive, and so do the users themselves, who are five times more likely to leave a site that hasn’t been optimized for the small screen. via GIPHY Check out our post 4 Elements of a Mobile Strategy That All Marketers Should Pay Attention To for more insight.

Tools of the Trade

Operating in this constantly shifting domain can test one’s mettle. As a marketer, you’re busy enough doing your job and servicing clients or customers; add in a perpetual need to adapt as trends evolve, and nobody could be blamed for feeling overwhelmed. The good news it that we live in an age of accessible tools for everything. The Getapp Lab report helpfully lists several solutions across categories such as Hootsuite for social media management, HubSpot for marketing automation and MailChimp for email marketing. So, if you’re struggling with any of the three core challenges mentioned at the outset — lacking resources, conversion gridlock and dwindling reach — it’s worth investigating how new or additional tools might aid your efforts and enable you get more out of existing assets. If you’re looking for a little help, check out our post on 100+ Digital Marketing Tools to Help You Become A More Effective Marketer.

Other Nuggets Worth Noting

Among the many digital marketing trends in the Getapp report, here are a few others that caught our eyes:

  • Segmented email campaigns have a 14.3% higher open rate than non-segmented campaigns. Are you still relying on spray-and-pray? (Source: MailChimp)
  • Twenty eight percent of marketers consider video to be a key channel for driving growth. I’d wager this figure will at least double within the next year or two. (Source: GetResponse)
  • Technical SEO is important, but 72% of marketers still say relevant content creation is their most effective draw for search traffic. (Source: HubSpot)

Future Fix

In wrapping up its snapshot of where digital marketing stands in 2017, Getapp’s aggregated report concludes with a look ahead, highlighting three frontiers that are distinctly visible on the horizon: artificial intelligence (AI), augmented reality and virtual reality. While they’re still in relatively youthful stages, these technologies open new possibilities surrounding automated customer service (chatbots!), interactive or experiential marketing (glasses and headsets), gamification and more. For example, when it comes to AI search engine developments at Google, our own Kevin Cotch, SEO Manager, said it best: “Artificial intelligence will change, and has been, changing how search marketers should be optimizing websites [and content],” he says. “We have a lot of opportunity to focus on aspects that will provide a better experience for our users than traditional tactics like optimizing the metadata of a page. Of course, those metrics will still hold some relevance to search engines, but we can instead focus on what really matters to users.” Check out our post, Back to the Future: 5 Marketing Predictions That Were Right on the Money, to get a look at where we’ve been, where we’re going and gain hopefully gain some insights that will allow you to put some of the recurring challenges you’re facing to bed for good. Interested in reading the entire report from GetApp Lab, check it out here. Right now, what are your biggest marketing obstacles and favorite tools for overcoming them? Feel free to share in the comments section below.

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Digital Marketing News: Visual Content Trends, Facebook Ads Controversy & Bing Retargeting

The Hottest Visual Content Marketing Trends in 2017 [Infographic] Visual content can help you boost your content marketing efforts in terms of engagement and resonance. This infographic shows the most common types of visual content marketing, what type of visuals consumers prefer and more. Social Media Today Facebook’s Ad Metrics Come Under Scrutiny Yet Again There’s been some recent controversy over Facebook’s estimated audience size that it gives to advertisers. A research firm recently compared their estimated audiences in the U.S. against the Census and found discrepancies totaling in the tens of millions in some cases. Fortune Bing Ads Now Shows Remarketing Bid Adjustment Suggestions Based on CPA Data Bing has announced that they’ll be using advertisers’ data to help them drive more leads through retargeting bid adjustments. This includes giving recommendations to advertisers and helping them estimated the changes in conversions they can expect. Search Engine Journal Google reveals the top things people want to find out ‘How to’ do Google partnered with Xaquin G.V., an interactive visual data journalist, to create a new interactive website that shows the answers to folks most common how-to questions. Apparently, those questions make up a large share of the queries typed into Google every day. TechCrunch Digital Advertising Is Facing Its Ultimate Moment of Truth, and Billions of Dollars Are at Stake Advertisers are demanding more transparency from their advertising and media partners in light of recent brand safety concerns and fraudulent advertising metrics. With more companies following this trend, it’s time for advertisers to make a change. AdWeek LinkedIn Debuts Its Own Audience Network, Making it Look Ever More Like Facebook Ad Age reports that LinkedIn is launching its own Audience Network: “The new product allows marketers to reach LinkedIn members on apps and websites that aren’t operated by the business-networking site. Such offerings are proving popular with tech companies: Yelp and Pandora made similar announcements last week.” Ad Age The Most-Deleted and Least-Used Mobile Apps [Infographic] A new infographic shows user behavior when it comes to downloading and deleting mobile apps. What’s really interesting is that 37% respondents said they avoid downloading mobile apps because they favor mobile websites instead. MarketingProfs Google Data Studio Adds Third-Party Data Connectors from Supermetrics and Others Google recently announced a beta product that will help users connect and visualize data from third-party sources. Marketing Land reports that Google has also “added the ability for users to embed interactive Data Studio reports on their websites. Select Report > File > Embed report, then put the HTML code snippet into an iframe.” Marketing Land What were your top digital marketing news stories this week? We’ll be back next week with more digital marketing news! Have something to share? Tweet @TopRank or to me @Tiffani_Allen.

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Digital Marketing News: SEO for Bing, Uncool Apps and Facebook’s Engagement Drop

Is it Worth Doing SEO for Bing? These Usage Stats May Surprise You [Infographic] In the SEO world we, unsurprisingly, hear about Google a lot. How much time have our collective SEOs devoted to Bing? With more than 5 billion searches per month and 59 million users, it’s time for us all to take notice. This infographic outlines some interesting usage stats about Bing. Social Media Today New Report: Millennials Hate Apps With Uncool Design A new Comscore report shows that logos matter to millennials, and that they’re eager to delete apps from their phone if they don’t like how they look on their screen. Other findings from the report include Snapchat’s return to popularity with millennials and Facebook’s continued dominance of the mobile app market. Ad Age Facebook Engagement for Brands and Publishers Falls 20% In 2017 New research from Buzzsumo shows that Facebook’s engagement rate for brands and publishers fell by 20% so far in 2017. The study analyzed 880 million Facebook posts from brands and publishers and found that average engagements fell from 340 to 264 in the first half of this year. Buzzsumo 2017 Deliverability Benchmark Report A study from Return Path shows that about 20% of marketing emails never reach the intended recipient — globally, 14% went missing and the remaining 6% were vanquished to the spam folder. The results were similar for the US compared to the world at large. Return Path Google Introduces Video to Google Maps Listings Google has announced that they’ll soon be giving Local Guides the ability to upload video with an android device — allowing users to start seeing videos on Google Maps listings. While Local Guides can only upload via Android, the videos can be viewed by users on iOS, Android or Desktop. Search Engine Journal Facebook Advertising Benchmarks for 2Q17 MarketingProfs says: “The average clickthrough rate (CTR) on Facebook ads increased significantly between the second quarter of 2016 and the second quarter of 2017, according to recent research from Nanigans.” The average global Facebook advertising CTR increased by 49% year-over-year. MarketingProfs 40% of Consumers Want Emails From Brands to Be Less Promotional and More Informative A new study from Adobe found that 40% of consumers wants brands to be more informational than promotional in their emails — however, 61% would rather receive promotional emails from brands vs. other tactics like direct mail or social media. AdWeek Consumers Demand More, Forgive Less, Study Finds MediaPost reports “Some 60% of consumers become less loyal to brands after poor website and app performance, a survey reveals, with more than 80% saying they would consider telling friends about their poor experience.” The survey was multi-national, spanning from the U.S., to the UK and Sweden. MediaPost What were your top digital marketing news stories this week? We’ll be back next week – straight from Content Marketing World – with more top digital marketing news. Have more to share? Tweet to @toprank or email our newsroom.

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Give Influencer Content Programs a Promotional Edge with Digital Advertising

It happens almost every single time. I’m finally settling in to stream a few episodes before I go to bed for the day. I fire up the old Netflix machine and there it is… options… lots of them.

There are shows I’ve seen before that I might want to watch again. Genres that I’m interested in. Highly rated shows. Maybe I watch one of those trending shows that everyone is talking about? I mean I’ve never seen that Making a Murderer show… did I miss out on that one? My mind continues to jump around with the unlimited options in front of me.

When you have virtually unlimited options in front of you it’s almost impossible to make a choice. This is probably why I’ve watched the American version of the Office about one million times (either that or it’s a really good show).

As marketers we consistently run into situations like this. We are asked to promote a product or a service or a piece of content and when we sit down at our desk we are hit with so many options. We have to choose the right channel, the right audience, the right messaging, the right offer, the right image, the right… Anyone else getting cold sweats just thinking about this?

I want to help you with this problem. Specifically as it relates to influencer content (because that presents a whole new set of challenges that need to be addressed).

Promoting Influencer Content With Digital Advertising

Why focus on influencer marketing? In my opinion influencer marketing is one of the most challenging thing to promote with paid digital advertising. Many people look at influencer marketing and content marketing in general as some magical piece of content that, when published, turns prospects into customers in a completely organic way.

In reality, simply creating great influencer content is not enough. Right now, as I write this, there are over one billion websites (in fact the number grew by about 500 in the time it took me to finish that sentence).

So what does that mean? In very broad and simple terms you aren’t the only one that has to make a lot of choices. So when it comes to influencer content you have to help your audience find it and help them choose it.

5 Steps to Promoting Influence Content with Digital Advertising

The 5 steps below will help you successfully promote your influencer content with digital advertising in a way that attracts and entices your target audience.

Step 1. Change How You Think About Influencer Content

Often marketers don’t change their approach to promotion when deploying an influencer driven content campaign. Instead of thinking of your influencer content as a part of your standard marketing mix think of it as a product.

This is really important. You are not promoting content, you’re not boosting a post, you are selling influencer content. That is your job.

Step 2. Know Your Audience

It seems simple, but is often overlooked. But did you know that now you can really know your audience. For example, if you are using Twitter you can gather awesome insights with Twitter Analytics.

I mean… take a look at this.

The top lifestyle type in my organic audience is “Online Buyers.” I can make assumptions from this. For example, one thing that is often debated is how much info do I ask a prospect to give in exchange for a gated asset? Well an online buyer is comfortable giving over name, phone number, address, credit card info, and more in exchange for goods.

This information can help you determine what to “charge” or how much information you should ask for in exchange for content.

You can gather similar information using tools such as  Google Analytics Demographics and Interests and the Facebook Audience Insights tool.

Step 3. Segment Your Audience

Knowing your audience is important. Segmenting your audience is even more essential.

Don’t make the mistake of lumping everyone together into one audience when promoting your influencer driven content. While this tactic may be necessary if you are working with a really small audience, a larger audience that you can segment will allow you to tailor your message to a smaller, specific group of people.

For example, let’s say that you have created influencer content to target HR professionals. It’s possible that you could segment that audience by tenure in the HR industry.

With an audience like this you could tailor your call to action like so.

  • Tenure of 0-5 years – Jumpstart your HR career with….
  • Tenure of 5-15 years – Bring your HR career to the next level with…
  • Tenure of 15+ years – Learn from the top HR professionals…

Segmenting your audience can help you tailor your sales pitch. Remember, you are selling your content not promoting it.

Step 4. Challenge Your Assumptions

What’s the one thing I have heard more than anything else when it comes to promoting B2B influencer content with digital media? Give up? It’s this, “we are a B2B company so we only want to promote this on LinkedIn.

Well first of all, we are selling the content not promoting it. Second of all, you don’t think those same professionals have a Facebook account?

Facebook is on pace to hit 2 billion users. I’m willing to guess that some of those 2 billion users are in the market for B2B goods and services.

Challenging your assumptions has it’s rewards. Currently I am running a campaign for a B2B company and the results look like this…

Challenging assumptions and running a campaign on Twitter was a great bet!

Step 5. Don’t Fall in Love With Your Bets

It’s bound to happen. You’ll do all of the tips above. You’ll create a segmented audience on a social network that sits outside of your assumptions. You’ll create tailored calls to action and you’ll fall in love.

Then it happens… nothing happens… it fails.

When it fails, one of two things normally happen.

  1. Marketers ignore the failure in disbelief
  2. Marketers say, “just give it more time. One more conversion will make this look better.”

Neither of these are going to change anything. In this situation only one thing will work.

Make some changes.

Change your ad copy. Broaden your audience. Change your bids. Try to identify why it isn’t working and fix it.

The Keys to Promoting Influencer Content With Paid Digital Advertising

So there you have it, 5 keys to promoting content with digital advertising. Below is a quick recap that you can use of a checklist of sorts to begin guiding your influencer content and digital advertising journey:

  1. Remember you’re selling your content not promoting it.
  2. Know your audience. Use tools to understand their online behavior.
  3. Segment your audience. Tailor your message in a way that speaks to the individuals in your audience.
  4. Challenge your assumptions. Try something new. Run tests.
  5. Don’t fall in love. Make changes quickly and don’t wait for a campaign to turn into what you want it to be.

I know you have over a billion options to choose from when it comes to internet content. Thanks for choosing this piece. I’d love to hear about any time you challenged an assumption and won or when you fell in love with a campaign. Feel free to share your insights in the comments below.


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© Online Marketing Blog – TopRank®, 2017. | Give Influencer Content Programs a Promotional Edge with Digital Advertising | http://www.toprankblog.com

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Digital Marketing News: Employee Advocacy, The Engagement Gap and Mobile Search Domination

The Power of Employee Social Advocacy [Infographic] The topic of employee advocacy is in no way new to the digital marketing realm, but there’s still a somewhat vague understanding of how powerful it can be for your marketing efforts. This new infographic shows how that advocacy and help you reach new audiences and amplify your message. Social Media Today The Engagement Gap: How B2B and B2C Firms Are Missing the Mark A recent survey of 1100 marketers found that 86% claim to have a deep understanding of how their customers want to engage — meanwhile, their actual customers disagree. 65% of B2B and 47% of B2C consumers say that marketers do not, in fact, understand how they want to engage. And that’s just the beginning. MarketingProfs Voice, AI, Mobile Dominate Search As IoT Hits $ 800B In 2017 A new survey shows that while IoT spending will total an estimated $ 1.4 trillion over the next four years, marketers in B2B and B2C aren’t preparing for mobile, voice search, AI or local search. 27% of marketers surveyed are still calling mobile “the next big thing.” MediaPost LinkedIn Debuts ‘Native Video,’ Looks More Like Facebook Over the next few weeks, LinkedIn will roll out their “native video” feature to individual users – giving them the option to share videos via LinkedIn’s mobile app. Also on the table, so to speak, are the ability for brands to sponsor videos, pre and mid-roll ads, and eventually even live video. AdAge Video series on Facebook are already driving higher engagement, which is a good sign for Facebook Watch Last week, we discussed the impending rollout of Facebook Watch. Now, some preliminary results of serial content are in, and the engagement is looking good. Mashable has reported two times the engagement on their serial content than from their one-off videos. What they’ve done with this information is compile their one-off videos into ‘playlists’ – content grouped by similar topic that users can self-navigate to increase engagement. Digiday Millennials Have Little Brand Loyalty When It Comes to Apps, but Are Consuming Huge Amounts of Content A new study from Nielsen shows how generations are using media and consuming content. One interesting find is that “podcasts are an opportunity for marketers to engage with millennials. Around 37 percent of millennials reported listening to podcasts at least once each week and 13 percent said they listen every day.” Adweek Go beyond the click with the “Landing pages” page Earlier this year, Google announced the “Landing Pages” page to help marketers and webmasters understand how landing pages are performing. Now, they’re rolling it out in the new AdWords experience. Google says: “On this new page, you’ll see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention.” Inside AdWords 57% of Search Traffic is Now Mobile, According to Recent Study A new report from BrightEdge shows that 57% of search traffic is now coming from mobile – smartphones and tablets. The study also found that keyword rankings varied – for a vast majority of keywords – by whether the searcher was using desktop or mobile. 79% of all keywords are ranking differently across mobile and desktop devices. Search Engine Journal What were your top digital marketing news stories this week? We will be back next week with more digital marketing news. If you have a craving for more news before then, check out @toprank on Twitter or subscribe to the TopRank Marketing blog!

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Principles and Books for Looking into the Digital Future from Lee Aase

When asked to share digital trends and predictions to kick-off the inaugural Minnesota PRSA Digital Skills Workshop, Lee Aase, Director, Mayo Clinic Social Media Network, took an alternative approach.

I’ll share the trends that I’ve observed, and the books that I have read or heard at least two times, but generally more. And link you to the Audible store, while the future I cannot foretell these principles will serve you well.

Digital media is changing fast, so Aase, a leader in utilizing social media, shared insights for getting your mind moving in new directions. Along the way, he shared some of his favorite audio books, and  joked if you subscribe to the one book per month plan on Audible, you will be set for the next year. (Note – one book is free.)

Principle 1: Extrapolation is the Best Starting Point for Prediction

We start our research by looking back at digital media. Aase reminisced about the big three TV networks and newspapers. Their monopoly over the news and advertising was staggering until Ted Turner came along and created CNN. Eventually, the internet meant new production and distribution was democratized.

These two revolutions have turned both news and advertising on their heads. Just look at the value of Facebook, which far outweighs the traditional media giants.

The books to consider to open your mind to digital opportunities include:

  • Free the Future of Radical Price by Chris Anderson (It’s free on Audible!)
  • Wikinomics: How Mass Collaboration Changes Everything by Don Tapscott and Anthony D. Williams
  • Cognitive Surplus: How Technology Makes Consumers into Collaborators by Clay Shirky

Principle 2: Improbable Events Will Have Outsized Influence in Your Life

Aasee told the story of how Mayo Clinic came out of an improbable event. A  tornado that destroyed much of Rochester, MN moved a group of nuns to ask the doctors Mayo to help with a hospital they wanted to build.

Now, the Mayo Clinic was rated the best hospital by U.S News and World Report.

Disruptive innovation comes in several forms. Consider the introductions of the iPod, Flip camera or IPhone. How did they change your world?

At TopRank Marketing, we know disruption can prove to have great value. Trying new disruptive techniques or tools challenges the team and often provides the client with new and better outcomes.

Books to consider:

  • Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets by Nassim Nicholas Taleb
  • The Black Swan by Nassim Nicholas Taleb
  • The Innovator’s Dilemma by Clayton M. Christensen

Principle 3: Mindset Matters More Than Skill

As a digital marketer, it is important to remember these basic skill sets for presenting yourself well:

  • Speaking skills
  • Digital production skills
  • Writing skills

Writing represents you when you are not present, says Aase, so use an active voice and avoid cliches.

Key to remember — have the mindset that you can do new things.

Book to consider:

  • Mindset: The new Psychology of Success by Carol s Dweck, Ph.D.

Principle 4: The Growth Mindset Creates Optionality

As a trailblazer in social media, Aase uses the mindset, “Proceed until apprehended!” He was one of the first to use platforms like Facebook and Twitter in a medical setting.

As an example, when Mayo Clinic doctors separated conjoined twins Aase applied the the principles from David Allen’s book, Getting Things Done, the art of stress-free productivity:

  • Collect. Process. Review. Do.
  • The Creative Catalyst of inbox Zero
  • The Two-Minute Rule
  • “Is this actionable?”
  • Do-Delegate-Defer-Delete
  • What’s the next action?

This stressful event led to  new options with additional press and his first Tweetcamp.  

More books to consider:

  • The Lean Startup by Eric Ries
  • Scrum: The Art of Doing Twice the Work in Half the Time by Jeff Sutherland

Principle 5: Think Analogically

Social media is now part of the DNA of Mayo Clinic. Aase’s team provides guidelines, best practices, training and consulting to their healthcare professionals. As the head of the Mayo Clinic Social Media Network (#MCSMN) he uses social media to lead a revolution in healthcare.

Principle 6: Develop a “Barbell” risk profile

At the heart of any success is almost always a willingness to take risks.

Books to consider:

  • Antifragile: Things That Gain from Disorder by Nassim Nicholas Taleb
  • How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life by Scott Adams

Principle 7: Pursue Personal Growth

Take care of yourself, personally, suggests Aase. He advised subscribing to The Tim Farriss Show podcast, and reading (listening to) these books:

  • The Big Fat Surprise: Why Butter, Meat and Cheese Belong in a Healthy Diet  by Nina Teicholz
  • The 4-Hour Body by Timothy Ferriss

What marketing digital disruption will you predict? Or lead?


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© Online Marketing Blog – TopRank®, 2017. | Principles and Books for Looking into the Digital Future from Lee Aase | http://www.toprankblog.com

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Digital Summit Minneapolis: A Look Back at What We Learned

Parting [ways after an amazing conference] is such sweet sorrow.

Your energy is high, your brain is full and you feel the love of other like-minded marketers. Sometimes however, it’s hard to keep that drive alive once the closing keynote has commenced and you resume your normal routine.

But what if instead of going about business as usual, you keep the momentum going?

Our team was very fortunate to participate in an event this week in our own backyard, the 2017 Digital Summit in Minneapolis. In addition to speaking, we had a large group of team members attend to gain new knowledge, created live blog coverage of the event, and hosted an attendee happy hour and dinner.

If you need a refresher to keep your marketing wheels turning or were not able to attend and would like some marketing insights, let the content below be your guide.

Top Digital Summit Takeaways

If you’re looking for snackable nuggets of information, where better to go than Twitter! Below are some of the top conference takeaways from our very own TopRank Marketing team members.

Interactive Infographic: 15 Quotes to SuperCharge Your Digital Marketing

To help you supercharge your marketing success, we reached out to some of the most trusted voices in the digital marketing world speaking at the upcoming Digital Marketing Summit Minneapolis conference for their quotable advice. Marketers from companies like 3M, Thomson Reuters, IBM, The Economist Group, BMC Software, Pandora, Salesforce, Adestra, Schwinn Bicycles, SEMRush and our own agency, TopRank Marketing have joined experts including Seth Godin and Ann Handley to share their pithy tips on a variety of digital marketing topics.

Check out the interactive infographic here.

Supercharge Digital Marketing Infographic

TopRank Marketing Conference Coverage

Lee Odden Shares Ways to Supercharge Your Content with Influencer Marketing

Many marketers are searching for ways to supercharge their marketing but aren’t quite sure how to get started. Incorporating influencers into your marketing strategy can add credibility and authority, read this post to find out how!

 

Learn how to Become a Better Storyteller with Insights from GoDaddy’s Shawn Pfunder

Stories affect actions. But how can your harness the power of storytelling to engage your audience? In his session, Shawn provided three story templates to live by.

 

Elevate Your Marketing Career with One Simple Word: Strategy

What does marketing strategy really mean? According to McLean Donnelly, it’s choosing what not to do. Find out how to use math, execute on a strategy and empower your team in this post.

 

Using Audio to Engage in a Connected World

The future is here! Now is the time to start consider not only the second or third screen, but the screenless marketing opportunities that exist today. Learn how to adapt and thrive in a connected world.

 

Taming the Wild Wild West of Social Media Digital Reputation

Social media is inevitably part of every business today. But many organizations are struggling to create governance and guidelines around how it should be used for business. If you need help taming your team, this post is a must-read.

 

5 Ingredients to Master the Perfect Content Marketing Recipe

Today’s consumers are overwhelmed and tired of the same run-of-the-mill content being produced by every marketer out there. Now is the time to begin focusing on content impact by serving your customers delicious content they are sure to devour.

TopRank Marketing Events

We were lucky enough to host not one, but two events during Digital Summit Minneapolis. On behalf of myself and my team, I would like to thank everyone that joined us for either happy hour or dinner to connect, network and gain knowledge from other like-minded marketers.

What’s Next?

Thank you to everyone that attended Digital Summit Minneapolis and helped make it awesome! If you’re interested in engaging with the TopRank Marketing team more, here are three ways to do so: 

  • We are on the hunt for some smart, creative and results focused marketers to join our team. If that sounds like you, check out our open positions.
  • If you’re a brand and would like help with your own digital marketing, contact us today.
  • You can see members of our team speaking and attending at Content Marketing World, Social Brand Forum, Influencer Marketing Days and MarketingProfs B2B Forum. We hope to see you there!

 


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© Online Marketing Blog – TopRank®, 2017. | Digital Summit Minneapolis: A Look Back at What We Learned | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Programmatic Ad Challenges, Blockchain & Artificial Intelligence

The Challenges of Programmatic Advertising and How to Overcome Them [Infographic] A new infographic reveals that quality is the biggest issue in programmatic advertising. This includes brand safety, ad fraud and viewability. The good news? There’s a way to overcome those challenges using a multi-layered human and technical approach. MarketingProfs Industry Vets Build A Search Engine On Blockchain To Displace Google MediaPost reports: “Colin Pape, project lead at Presearch.org, plans to release what he calls a decentralized search engine where no one company controls the content and the data and community members contribute to building the tool.” Read on to learn how it will work. MediaPost Building Lasting Consumer Relationships in Retail [Report] A new report from Worldwide Business Research (WBR) and Persado shows that 86% of top retail marketers are investing up to multi-millions in AI this year. 69% are already using AI or machine learning within their organization. These marketers expect AI to make them more effective in terms of engagement, manage risk and stay ahead of the competition. Persado Digital transformation in B2B marketing is slowed by the lack of an adoption strategy A recent report shows that 21% of marketers surveyed have adopted digital transformation programs — with 9% of marketers saying they’ve had a strategy in place for two years and 6% saying they’re convinced that their company’s digital marketing integration is completely optimized. The Drum Introducing Watch, a New Platform For Shows On Facebook Facebook has released a new show-based video platform called ‘Watch’. This new platform is similar in functionality to YouTube, but emphasizes serial or episodic content. Watch will also allow video producers to monetize their content, however those details are currently unclear. Facebook Newsroom Lead Generation to Increase Conversions [Report] According to Ascend2: “A most important objective for 71% of marketing influencers to achieve with their lead generation strategy is to increase lead-to-customer conversions. This requires improving the quality of lead data – an important objective for half (50%) of marketing influencers.” The study also notes that 50% of marketers surveyed also listed lead quality as a top challenge. Ascend2 AdWords mobile extensions get major upgrades with tappable sitelinks & more visible content Google has announced that AdWords mobile sitelinks are becoming interactive, and they’ll begin to emphasize callouts and structured snippets on mobile. These extensions are going to fall in-line with ad copy. Search Engine Land Snapchat Acquired Location Measurement Company Placed for $ 135 Million Snapchat recently released how much they paid to acquire Placed in an effort to increase advertising effectiveness — a cool $ 135.2 million. Coupled with their recent acquisition of Zenly, it appears that Snapchat is gearing up for more data and location driven features and advertising features. AdWeek What were your top digital marketing news stories this week? We’ll be back next week with more news and insights from the wild world of digital marketing – stay tuned or follow us on Twitter @toprank for daily updates.

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Online Marketing Blog – TopRank®