Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App

Social Content is the New Storefront [Infographic] Regardless what others might say, social content is here to stay. Instead of heading to local storefronts, consumers are now heading to social media platforms to find what they need in the in and off-season. Social Media Today Google tries to bring more transparency to news content with help from The Trust Project Google has teamed up with The Trust Project that works with over 75 news organizations to determine the difference between quality and promotional content that may be plagued with misinformation. Search Engine Land Facebook’s New App Connects Creators With Video, Fans And Watch Shows Facebook is on the hunt for new influencers and wants to see how these experts interact with their networks. Their new app will give “internet stars” a chance to publish, edit and film live video with their audiences. AdAge Google’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs Big Daddy has been on the scene since 2005 as part of infrastructure changes. And while it hasn’t always been a fan favorite, it has impacted the approach to SEO. Search Engine Journal The State Of Subscription Video, In 5 Charts With more and more content publishers and brands looking to video as the new frontier, many are also looking to monetize their offerings. But how well does subscription video perform in our current content landscape? Digiday Google aims to make apps for Google Assistant more functional and discoverable Are homes getting smarter with the help of Google? According to Google, they are making a number of updates to make it easier for third party apps to integrate and develop specific items for key users. Search Engine Land The Huge Impact of Amazon This Holiday Season (And How Retailers Can Compete) It’s getting even harder to compete with larger retailers during the holiday season. In fact, a new report found that shoppers expect to make at least one purchase for Amazon. Where does that leave other retailers during the holiday season? MarketingProfs LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns As of April (no fools) LinkedIn launched their lead gen forms which let advertisers collect information through Sponsored Content Ads.Now, these options are available to members using the Sponsored InMail ad format which has enabled brands to add their own questions to the forms. MarketingLand What were your top digital marketing news stories this week? We’ll be back next week with more digital marketing news! If you need more in the meantime, follow @toprank on Twitter or leave your thoughts in the comments.

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Online Marketing Blog – TopRank®

How We’re Building a Digital Advertising & SEO Dream Team

In today’s competitive and content-saturated digital landscape, SEO is no longer a stand-alone, sure-fire way to grab audience attention in the search results. As a result, the role of a search marketer is transforming beyond the traditional walls of organic SEO and merging with the world of digital advertising — and the hunt for skilled marketers with the right mix of both skillsets is heating up.

At TopRank Marketing, we’re taking part in that hunt.

After more than 15 years as a digital marketing agency, if there’s one thing we’ve learned, it’s that the collective talent of our team members is what drives our clients’ success and our company’s success. And we have our sights set on building a dream team.

As a member of the digital advertising and SEO teams, I was recently asked what great search marketing talent looks like. While I’m certainly not the ultimate judge of talent and skill, I will say that I’ve been in this industry since 2013, and I’ve seen many people come and many people go. I’ve seen careers fade out quickly, and I’ve seen other seemingly “overnight success stories” that take off like a rocket.

In my time in the industry, I have tried my hardest to learn from all of those people; learn why some people have fizzled out quickly and why others seem to hit the ground running. With that experience, as well as some of the core building blocks TopRank Marketing has outlined, below I share some of those skills and characteristics that we’re looking for and, really, every company should be looking for in SEO and digital advertising talent.

The Foundation

Like any other profession, there are must-have skills every SEO and/or digital advertising candidate must have. Simply put, I’ve had conversations with some people in hiring positions who simply won’t look at a resume unless it includes these foundational elements:

#1 – Google Certifications

There are numerous industry certifications out there. Honestly, it seems like every tool has their own set of certifications and badges, which may make some candidates think any certification can get your foot in the door. But don’t fall into that false sense of security. At the very least, it’s important to show up for the interview with these two certifications up to date:

  • Google AdWords
  • Google Analytics

#2 – Other Reputable Industry Certifications

Again, there are a ton of these to chose from. But having well-known and reputable certifications on your resume will show that you have the curiosity and the drive to learn and innovate. Some of those include:

  • Google Digital Garage
  • HubSpot Academy
  • Facebook Blueprint
  • Twitter Flight School
  • Additional Google AdWords Certifications for Display, Shopping, and Video

The Structure

So you’ve passed the tests, updated your LinkedIn profile and printed the certificates. Now what? Well, now it’s all about you. Do you have the soft skills and personality traits it takes find fulfillment and do the work well? Here are some of the important qualities we look for in someone who’s interested in coming to TopRank Marketing.

#1 – The curiosity of a cat.

Whether it’s SEO, PPC, social media or any other niche in the world of digital marketing, the best in the industry always have a deep sense of curiosity. They want to understand how things work, and once they understand those innerworkings, they want dig deeper and find out why it works that way.

#2 – An analytical mind.

Being comfortable with analytics tools is more than being able to pass a Google Analytics exam. Now, nobody out there needs to be Avinash Kaushik, but the best in the business know how to go beyond the data and pull insights; they’re looking for ways to make that data actionable. They’re running A/B tests (and they want to run more of them) and experiments, and they work hard trying to communicate data in a way that would make Lea Pica proud.

#3 – Creativity in mind, body and spirit.

This might seem obvious, but great digital marketing professionals are really creative. Creativity doesn’t just mean that they are coming up with new and unique marketing ideas, creativity is who they are. They might spend time digging into art or music. Maybe they spend their time tinkering with things and refinishing old furniture (there’s that curiosity again). I follow quite a few digital marketers who exercise their creative muscle in the kitchen experimenting with new recipes. Being comfortable with thinking outside the box and coming up with something new is a skill that you will use often in your digital marketing career.

#4 – A strong business sense.

This doesn’t mean that the best SEOs and digital advertisers need MBAs. It means they understand why they’re doing what they do. It means they understand the impact that their activity has on the business. And it means they can tie KPIs to what matters most to the client/company.

The Spire

The final touch on any magnificent structure is the spire that sits atop. The spire is what stands out across the city skyline. For us, that defining characteristic is simple: An undeniable passion for what you do and who you do it with.

Our company culture is built on the passion our employees have for their work and their respective co-workers. After all, think about how much time you spend at the office. Without some love for the tasks and people who occupy that time, personal satisfaction and excellence can’t be found.

Interested in Joining the TopRank Marketing Dream Team?

That’s fantastic news. We happen to be hiring! Check out our Careers page to see a full list of open positions ranging from digital advertising and SEO to content and design.


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© Online Marketing Blog – TopRank®, 2017. | How We’re Building a Digital Advertising & SEO Dream Team | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Email vs. SMS, Twitter Trolls Itself and Google’s AI Wizard

Email vs. SMS: Battle of the Heavyweights [Infographic] In a battle of email vs. SMS, who is the winner? This infographic shows the differences between the two tactics in terms of volume, engagement, preferences and effectiveness by medium. MarketingProfs Twitter trolls itself on new 280 character limit As you may have heard via everyone’s favorite venting platform, Twitter has increased their allotted character count to 280. While many are happy with this change, some are disappointed or even concerned that it will ruin the value of the platform. CNN Tech Google’s AI Wizard Unveils A New Twist on Neural Networks This is a story 40 years in the making. Geoff Hinton (the man behind AI) published two new papers that offers a new twist on neural networks that enable machines to better understand the world via images and video. Wired Study: Longer Videos Mean Higher Engagement Even in the age of decreased attention spans, it seems that audiences prefer long-form video over short-form video. In fact, videos over 90 seconds receive 78% more shares and 74% more views. MediaPost Instagram Stories and WhatsApp Status hit 300M users, nearly 2X Snapchat When it comes to features, it’s hard to tell the difference between Instagram Stories and Snapchat these days. Now that Instagram Stories has a solid user base, it’s time for Facebook to innovate and move away from copycatting Snapchat. TechCrunch Facebook Registers Soaring Ad Revenues, Mobile Dominates. Facebook experienced amazing third-quarter results with almost a 50% increase in advertising revenue. Additionally, 88% of that revenue is represented by mobile advertising. MediaPost New Salesforce And Google Partnership Shakes Up The Cloud Race The chocolate and peanut butter of marketing and sales analytics are finally coming together, as Google and Salesforce announce a new joint venture. Salesforce is committing to using Google’s G Suite, while Google Analytics will be fully integrated with Salesforce’s core platform. Salesforce has committed to using Google’s cloud storage as well, but will maintain multiple cloud vendors for the time being. Forbes Older Photos and Videos Can Now Be Added to Instagram Stories Instagram is now allowing users to add older photos from their camera rolls into their Instagram Stories. According to AdWeek, “Instagram said it will automatically suggest a new sticker to add context on when older photos or videos were taken, and users can choose to rotate, resize or remove the new sticker altogether before sharing their Stories.” AdWeek What were your top digital marketing news stories this week? We’ll be back next week with more digital marketing news! In the meantime, if you have something to share Tweet us @toprank or @Tiffani_Allen.

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Online Marketing Blog – TopRank®

Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages

Persado
Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people’s reactions to previous campaigns to determine users’ emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today

How many people see your content on each digital channel? This is a handy collection of benchmarks covering email, SMS, Facebook, Twitter, YouTube, Apps and Snapchat.   The Drum

B2B Marketers Shift Priorities From Generating Leads to Converting Them. B2B marketers’ top priority for generating more leads has dropped from 46% to 35%. The focus on converting leads to customers has increased from 34% to 42%. MarketingCharts

32% Of Marketers To Bring Programmatic Media Buying In-House. 50% of marketers and agencies believe Programmatic will ultimately become the responsibility of the brand. MediaPost

Burger King Gave Free Whoppers to People Dressed as Clowns on Halloween. BK is taking aim at McDonald’s with a stunt called #ScaryClownNight in which it will welcome people dressed as clowns (as Ronald McDonald himself, or Pennywise from It, or any clown really) by giving them a free Whopper. AdWeek

Facebook’s dynamic creative can generate up to 6,250 versions of an ad. Facebook is rolling out a way for brands to automatically create thousands of different versions of an ad that will vary in content based on who they are shown to and where they appear. MarketingLand

Average Blog Post Length

Personalization Continues to Provide Uplift in Conversion Rates for Online and Offline Channels. In fact, 39% of company marketers report a major uplift in search engine marketing conversion rates as a result of implementing personalization. Econsultancy via MarketingCharts

Twitter Debates Product, Brand-Focused Campaigns To Achieve Best ROI.  Over the short-term, product-focused campaigns on Twitter deliver a greater return on investment than those focused on brands, new research suggests.  MediaPost

iPhone X first impressions: The highs, lows and quirks. The notch on top is annoying, face detection will take some getting used to but you can animate emoji poop with facial expressions. Apparently the selfie portrait mode is the most redeeming feature. If you’ve grabbed an early release iPhone X, feel free to share your thoughts in the comments.   CNNtech

Russian Influence Reached 126 Million Through Facebook Alone. Russian agents intending to sow discord among American citizens disseminated inflammatory posts that reached 126 million users on Facebook, published more than 131,000 messages on Twitter and uploaded over 1,000 videos to Google’s YouTube service, according to copies of prepared remarks from the companies that were obtained by The New York Times.  NYTimes

How is this news? People are furiously debating the correct placement of cheese in the burger emoji. Apple puts it above the burger patty — but Google has gone rogue and put it below. Even Google’s CEO, Sundar Pichai, has chimed in on the issue. Business Insider

Upcoming  TopRank Marketing Speaking Events:

Nov 7: Dreamforce, San Francisco
The Confluence Equation: How Content & Influencers Drive B2B Marketing Success – Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.

Nov 9: Pubcon, Las Vegas
Participation Marketing: The New World of Content Co-Creation, Influencers and Integration for PR – The converging roles of PR and communications with content and marketing is creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, communications professionals who fast track their ability to adapt and evolve will gain a competitive advantage in their roles in the new world of PR. In this session, you’ll learn tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach.

Nov 15: SMXL, Milan
Content Marketing & Influence Integration – Without content, there wouldn’t be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media, influencers and advertising in a way that helps the brand become “the best answer” wherever customers are looking. When content is optimized, socialized, publicized, advertised and influencer-activated, everybody wins! This presentation focuses on how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


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TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help?

The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research, CMOs will spend nearly $ 119 billion on search marketing, display advertising, online video and email marketing by 2021.

“Over the next five years, search will lose share to display and social advertising while video will scale,” Forrester said. “These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.”

To keep pace with these trends and take advantage of growth opportunities, many marketers are wondering how they can best leverage their resources, tools and budgets. As a result, a question that has likely come up is: Should we make a new in-house hire to achieve our goals or is an agency partnership a better fit?

As we close in on two decades of work in the digital marketing realm, our experience tells us there’s no one-size-fits-all answer. Every organization is at a different digital marketing maturity level, which requires a tailored approach in order to scale their initiatives and drive results.

So, before your post a job req or sign an agreement with an agency, ask yourself the following questions:

#1 – What are my marketing objectives?

Your goals are the foundation of your marketing strategy, guiding every decision and tactic that comes next. As a result, evaluating your goals is a critical first step in weighing your hiring options. Essentially, you need to consider whether an agency or new in-house talent can put you in the best position to reach your goals.

#2 – What kind of expertise am I looking to add to the team?

Generally speaking, most digital marketers have highly-specific skill sets. So, if your strategy calls for adding or expanding a specific area of expertise such as video production or graphic design, hiring in-house may be a great option.

However, if you’re looking for a jack of all trades, an agency will definitely be better equipped. Why? Because you’ll be able to leverage a team of highly-specialized experts at once.

#3 – How niche is my industry?

This one can cut both ways. If your organization is part of a highly-niche industry, you can certainly bring someone in who already has related experience or can be nurtured as an internal subject matter expert. That said, agencies are staffed with fast-learning individuals who can fill the SME role, too. So, this one may come down to preference and bandwidth.

#4 – What’s the bandwidth of my current in-house team?

Your current in-house team likely has a big workload and/or lacks the specific expertise needed to achieve specific goals. So, if you’re looking to ease their burden or diversify a specific area of talent, hiring in-house talent is a great option — as long as you can commit the training, nurturing and management resources.

If you’re looking for a more hands-off option or can’t commit resources to managing an in-house hire, an agency will likely be a better fit. Hiring in-house typically requires more time and resources to make them successful (i.e. onboarding and ongoing training), whereas hiring an agency could give you more flexibility. In addition, agencies can often take on short-term projects with tight deadlines.

#5 – What’s my budget?

Your budget likely has the final say in your decision-making process. So, using your answers to the previous questions, think about how you can best stretch that budget. Does it make financial sense to add new team members or to outsource to an agency?

Get A Little Help in Answering These Questions

You know you need to make a hire to achieve your goals. And it’s a big decision. If you’re wondering what an agency can bring to the table, we’d love to chat with you. You tell us your hopes, wishes, dreams, goals and needs, and we’ll give you options and honesty.


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© Online Marketing Blog – TopRank®, 2017. | Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help? | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping

Understanding Machine Learning Infographic

Need help understanding Machine Learning? We now live in an age where machines can teach themselves without human intervention. Sound scary? It should. Scary amazing that is. Applications for machine learning extend from marketing to medicine to interstellar space travel. Find out what Machine Learning is, how it works, and how it will change the world.  Infographic.

Google’s New AI Is Better at Creating AI Than the Company’s Engineers. Google CEO Sundar Pichai says his team has achieved “AI inception” with AutoML. AutoML is an artificial intelligence that can assist in the creation of other AIs. By automating some of the complicated process, AutoML could make machine learning more accessible to non-experts. Futurism

Survey: 37% of online retailers started holiday preparations earlier this year. How early you ask? 1 to 4 months earlier than 2016 according to a survey by BigCommerce. Along with early, retailers are optimistic. 88% expect an increase in holiday revenue.  Marketing Land

Oh joy (sarcasm) Facebook is bringing paywalls to Instant Articles in your mobile feed. Since more people than ever before are getting their news from social media, it makes sense that Facebook wants to help publishers by introducing subscriptions for content on its platform. And it’s starting on mobile.  The Next Web

Digital Video Marketing Is A $ 135 Billion Industry In The U.S. Alone, Study Finds. Video capturing, creation, hosting, distribution, analytics and staffing is big business! In contrast, advertisers are expected to spend $ 83 billion on digital ads and $ 71 billion on TV commercials (a total of $ 154 billion) in the U.S. this year. Forbes

Businesses can now sign up to add booking buttons to their Google local results. Google has finally added a feature to let you easily add a ‘book online’ button to your local business on Google Maps or Google Search. Soon, some businesses might not even need a website. Search Engine Land

Snap is turning to programmatic ads for Snapchat shows. Advertisers can make programmatic buys on Snap Ads — 10-second vertical video units — across the app’s public user stories, Snapchat-curated live stories and Discover publisher channels and Snapchat shows. Digiday

News Banner

As Amazon Prime Hits 90 Million, Online Holiday Spending To Surpass Brick-And-Mortar. Deloitte predicts people will do 51% of their holiday spending online, making it the first time it may surpass in-store spending. Among high-income families that number jumps to 57%. Headed to the mall anyone? Pass. MediaPost

Facebook officially rolls out its discovery-focused ‘Explore Feed’. The Explore Feed is now fully rolled out on mobile and beginning to show for desktop users. In case you didn’t know, the Explore Feed is to help Facebook users discover more content across the social network, beyond posts from friends and Pages you already follow.  TechCrunch

Google Attribution Rolls Out To Thousands Of Marketers. Google is rolling out an attribution model it introduced in May, powering the platform with machine learning. Google Attribution is to help marketers analyze how top and middle funnel clicks and interactions impact conversions across channels. MediaPost

Facebook Is Testing a Pinterest-Like Feature Called Sets. Oh look, Facebook has taken a break from imitating Snapchat and LinkedIn to imitate Pinterest. Facebook is now testing Sets, Pinterest-like themed collections that include status updates, photos, videos and links, and that can be shared with all friends or specific friends. AdWeek

Snapchat dangles referral traffic with link sharing from other apps. This is such foreign territory for me, but go ahead, read on anyway: You now can share links from other apps via the iOS share sheet, allowing you to send a private message with the link to one or several people. And rather than just turning live location sharing on or off permanently, you now can opt to hide in “Ghost Mode” for 3 or 24 hours. TechCrunch

Pinterest moves into paid search: What you need to know.  Pinterest Ads Manager is now open to all businesses who have opened an account and uploaded at least one Pin. It’s time to fire up those experimental paid search budgets.  Search Engine Watch

The B2B CMO’s Growth Strategy Turns Audience-Centric Over Product-Centric. B2B CMOs around the world are focusing on new buyers and new markets over new offerings when it comes to their growth strategies, a new study from SiriusDecisions has found. An enhanced customer experience is seen to have the biggest influence on growth strategies in the next 2 years.  MarketingCharts

SMBMSP100
This morning I will be joining a sold out crowd to celebrate the 100th Social Media Breakfast Minneapolis St. Paul (SMBMSP #100) event. The plan is a panel with Greg Swan and Jennifer Kane moderated by Mykl Roventine. We’ll be talking about what has changed since the event started in 2008 (founded by Rick Mahn) and what lessons we’ve learned as well as thoughts looking forward. I have a feeling it will be a great collection of stories about successes, failures and the crazy world that social media has become.  If you’re reading this post early on Friday, you can follow the event from 8-10am CT on Twitter with the hashtag #smbmsp100

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


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TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Twitter Video Ads, Livestreaming Rise, RIP Eric Ward

Livestreaming

The Rise of Livestreaming: Why People Watch, and How Brands Can Benefit [Infographic]. Facebook users comment 10 times more on live videos than on regular videos. Find out what people are watching, what their preferences and behaviors are in this infographic from Koeppel Direct. MarketingProfs

The four habits of successful data-driven marketers. Econsultancy invited marketing experts to discuss what they do, the problems they face, and how they overcome obstacles which revealed 4 keys to data-driven marketing success from data management, to testing hypothesis and proper attribution models. Econsultancy

Twitter introduces a new video-centric ad format. The Video Website Card starts out as an auto-playing video with a customizable headline, which then opens up to a larger video and website preview, and ultimately directs viewers to the advertiser’s chosen website when they tap on it. Will this format take off? TechCrunch

Facebook Live cuts out the middle man, adds its own screen-sharing feature. Now this seems like a great feature for educational content. Facebook has added an option to share your screen directly on Facebook Live, eliminating the need for other software for many users. TheNextWeb

Top Brands by Customer Loyalty 2017

Fall 2017 Taking Stock With Teens report reveals favorite social networks. 47% of respondents say Snapchat is their favorite social network, and 24% say Instagram is their favorite. Guess which network only received 9% of the vote? Face who? MarketingProfs

Somehow, this is news. Snapchat is selling an $ 80 dancing hot dog costume on Amazon. The costume is based on Snapchat’s new celebrity character: the app’s dancing hot dog filter that quickly became an internet meme sensation over the summer. Business Insider

Eric Ward
The Search Community lost the Father Of Link Building, Eric Ward, aka Link Moses.
I met Eric Ward at my first Pubcon conference about 2004 or 2005, approaching him at a table to see if this SEO celebrity would be friendly to a nobody like me. Eric was the most generous, welcoming person I could have met and that openness is something that has stuck with me over the many years since. Eric was a really good guy and a true original when it came to search marketing and link building.

Like many in our industry, I learned a lot from Eric about low risk, high impact and high value link building and online PR. He used a photo I took of him in 2006 as his profile photo online and it always made me happy that he liked that image enough to use it. Eric will be missed and I wish the most heartfelt condolences to his family and friends. See the outpouring of commentary on Search Engine Roundtable.

IBM Watson Webinar Lee Odden Michael Trapani
Save the date! Oct 26 I will be co-presenting a webinar: Connecting the Dots From Data to Better Customer Experiences with IBM Watson’s Michael Trapani. This is a free webinar and will highlight the new realities of the customer journey, obstacles caused by fragmented data and tools. We’ll also cover how a best answer strategy + cognitive marketing can deliver insights and context for creating conversations with customers that are relevant, personalized, meaningful and consistent across channels. Don’t miss it! More info here.

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Twitter Video Ads, Livestreaming Rise, RIP Eric Ward | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads

LinkedIn Video Ads

Video Ads Are Finally Coming to LinkedIn (client) – When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer. LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”  AdWeek

Twitter Plans To Release A Bookmarking Tool #SaveforLater. You know how you can save posts to read later in Facebook? Well, Twitter is looking to do the same thing. For all of you liking posts as a way to bookmark, you can stop that practice with this new feature. Will this mean likes will go down? Probably. BuzzFeed

New Research: The state of marketing attribution – A growing number of marketers are using attribution in all or most of their marketing efforts, according to a recent study from Econsultancy and AdRoll. However, the number of marketers acting on the insights they pull from attribution data is dwindling. Econsultancy

Snapchat Introduces “context cards” – Snapchat released ‘Context Cards’ this week, which have the potential to bolster marketing efforts for restaurants, venues and other destinations. These cards will pull in information based on the Snap’s geo-filters and map information that will lead viewers to online reviews, Uber and Lyft information and more. TechCrunch

AdWords Charges & Your Daily Budget – If you’ve been struggling to reach your advertising goals, AdWords has made some recent changes to help get you over the hump. As of October 4th, campaigns are now able to spend up to twice the average daily budget. Don’t fret about racking up the costs at the end of the month as you will not be charged more than your monthly charging limit. Google

Twitter Happening Now – Twitter is adding a “Happening Now” feature that will group tweets by event, the company announced today. The feature, which will start with sports games, is yet another way the company is seeking to highlight information on its platform outside of the traditional follow model. Buzzfeed

Social media monitor Brandwatch acquires content marketing platform BuzzSumo –  Two things that are great on their own are not often better together, but that’s exactly what the marketing industry expects from the combination of BuzzSumo and Brandwatch. TechCrunch

Connect the Dots from Data to Better Customer Experiences – Join me and Michael Trapani of IBM on October 26th for a free webinar to better understand the opportunities around creating best answer experiences with cognitive technologies. IBM Watson

Smart Speaker Commerce

NEWS NUGGETS

Infographic: YouTube has grown to 1.5 billion monthly active users – MarketingProfs

LinkedIn connects sales, marketing tools for B2B advertisers to target leads, accounts – MarTech Today

70% of Brands Work with Instagram Influencers – Research Brief

Majestic and SEMRush Combine Forces – Majestic Blog

Bing Ads Launches Automated Bid Strategy to ‘Maximize Clicks’ – Search Engine Land

As Voice Has Its Moment, Amazon, Google and Apple Are Giving Brands a Way Into the Conversation – AdWeek

New Study from D&B Shows What Frustrates B2B Buyers Most – MarketingProfs

70% of Marketers Do Not Use Anonymized Consumer Identity Data But 75% Say it Helps Campaign Optimization – MediaPost

63% of Amazon Advertisers Plan to Spend Even More Over the Next Year – AdWeek

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: The Perfect Sales Page, YouTube Changes & Instagram Polls

How to Write a Persuasive Sales Page (Even If You Hate Selling) [Infographic] Selling doesn’t have to be ‘sleazy’ — it can be helpful, timely and informative. This infographic shows exactly how to perfect your website’s sales page to be informative, helpful, and not at all creepy to your intended buyers. MarketingProfs YouTube Changes Rules Regarding Videos With External Links YouTube is restricting which accounts are able to add external links at the end of videos. The new requirements are that the user is a member of the YouTube Partner Program and your channel must have 10,000 total public views (or more). Search Engine Journal Instagram Adds Polls in Stories, New Creative Tools Instagram is adding a new way for users to conduct polls using a sticker option that allows users to ask a question within their Instagram Stories and see results from followers as they engage with the polls. Social Media Today Google releases a variety of Accelerated Mobile Pages Project (AMP) updates This week, Google announced several AMP technical updates. Updates include scrolling animations, responsive sidebar, native video analytics and support, improved client ID information and fluid-ad support for publishers. Search Engine Land YouTube Advertising: New Research and Insights for Marketers Considering advertising on YouTube but unsure of best practices and next steps? This roundup of news and insights from Social Media Examiner shows four key insights and takeaways to help you get started or optimize your current program. Social Media Examiner LinkedIn to launch Talent Insights, a new analytics tool, as it dives deeper into data TechCrunch reports: “LinkedIn Talent Insights, a self-service, big data analytics product that will let recruiters make deeper queries into statistics for hiring and employment, based on LinkedIn data. Talent Insights is being announced in a closed beta today at the company’s Talent Connect event, with a full launch in 2018.” TechCrunch Snapchat rolls out Sponsored 3D World Lenses, bringing its AR format to advertisers Snapchat has released its latest AR ad format. Now advertisers can create their own versions of Snapchat’s 3D World Lenses. This will allow users to augment videos shot with their device’s rear facing cameras with animated 3D objects. Marketing Land 80% of Instagram Users Voluntarily Connect With a Brand on the Platform According to Instagram’s COO, Marne Levine, 80% of users connect to a business voluntarily. She said: “Shrinking the distance between businesses and customers and bringing you closer to the things that matter to you is really something that we’re focused on.” AdWeek What were your top digital marketing news stories this week? We’ll be back next week with more news! Have something to share? Tweet to @toprank or @Tiffani_Allen, or shoot a message over to the newsroom.

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Online Marketing Blog – TopRank®

Digital Marketing News: LinkedIn Top Content, Twitter Gets Character & Apple Goes Google

The Content Preferences of LinkedIn Members [Infographic] What kinds of content do LinkedIn users prefer? A new infographic shows that LinkedIn users prefer content that’s informative, educational and relevant. MarketingProfs Giving you more characters to express yourself Twitter recently announced they’re giving us an additional 140 characters with which to convey our deepest, Tweetiest thoughts by upping their character count to 280. They believe this will encourage more active posting on their platform. Twitter Apple switches from Bing to Google for Siri web search results on iOS and Spotlight on Mac Apple has finally made the plunge with Google – when you search with Siri on your iOS device or Mac, you’ll be shown search results from Google. In other news, none of that would have made any sense 20 years ago (according to Josh Nite). TechCrunch Adding LinkedIn’s Profile Card on Office 365 Offers a Simple Way to Build a Professional Relationship LinkedIn and Microsoft have made it official recently with the anticipated rollout of the ability to integrate your personal LinkedIn profile card with your Office 365 profile. Full details and how-to’s are available, and the release will happen over the next couple of weeks. LinkedIn Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube Google has announced four new tools to help brands and users “capture the attention of your audience on YouTube.” These tools include Custom Affinity Audiences, Video Ad Sequencing and more. Inside AdWords Instagram Hits 800 Million Monthly Users, Adding 100 Million in Just 5 Months AdWeek reports: “After announcing this morning that Instagram has 2 million advertisers, the Facebook-owned app also says that it has 800 million monthly users, up from 700 million in April.” AdWeek Report: The future of paid-search marketing is machine learning and AI “Machine learning-optimized campaigns saw 71 percent better conversion rates and lower CPCs than those not using it.” At least, that’s what Search Engine Land makes of the recent report from Acquisio. Search Engine Land Only A Third Of Ad Execs Trust Their Audience Data, Measurements According to a recent survey, only 33% of advertising executives consider their data to be completely trustworthy. Only 29% said they felt their audience analytics/measurement was completely accurate. MediaPost What were your top digital marketing news stories this week? We’ll be back next week with more digital marketing news! If you have something to share, pass it along to the newsroom or Tweet me @Tiffani_Allen or @toprank.

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Online Marketing Blog – TopRank®