Digital Marketing News: Mobile Beats Desktop, YouTube Stories, Facebook for Kids?

Top Women Influencers in Tech

TopRank Marketing has partnered with Onalytica for the Women in Tech: Hot Topics and Influencers List for 2018. The list features influencers in the categories of Artificial Intelligence, FinTech, Blockchain, BigData, IoT, EdTech, MarTech, InsurTech, Virtual Reality, and Cyber Security. Onalytica Blog

Study: 80% Of Brands Plan To Boost Video Spending In 2018. Of course Facebook and Google dominate video advertising with Facebook accounting for 39%, and Google’s YouTube, 27% of digital video ad spend. The cost of producing targeted high-quality videos is prohibitive, and many marketers rely on agencies to create the ads. MediaPost

Facebook tests tool to make it easier for businesses to send message blasts on Messenger. Facebook is internally testing a tool called Messenger Broadcast that businesses would be able to use to send message blasts to people who had conversed with their accounts on Messenger. Of course that wouldn’t work of Messenger is down (see above).  MarketingLand

Black Friday Twitter engagements totaled nearly 785M. Black Friday-related terms and hashtags on Twitter had a total message volume of 1,982,019 and a potential reach of 27.5 billion. “potential”, ha! What’s interesting is that 63% of the messaging came from mobile devices and 37% from the web. MarketingDive

Email Generates $ 1.6 Billion On Cyber Monday (But Search Rocked It). Cyber Monday was the largest online sales day in history with sales increasing to $ 6.59 billion. Mobile continues to grow as an integral component of retail marketing, as revenue driven by smartphones reached a record $ 1.59 billion. Search was crowned the overall winner of the shopping bonanza with 41.7% of online sales. . MediaPost

YouTube is testing its own version of Stories. YouTube announced it’s rolling out the Community tab to all creators with more than 10,000 subscribers as well as a new feature called “reels”, which is like Instagram or Snapchat Stories. Reels allow creators to stitch together short videos shot from their mobile devices and add things like filters, music and text. Engadget

Mobile Ad Spend Surpasses Desktop Spend. Mobile is now the world’s second-largest ad medium expected to reach $ 98.3bn in 2017, representing almost a quarter (23%) of worldwide advertising expenditure. WARC

There are now 25M active business profiles on Instagram. It looks like my favorite network for personal use is finally growing up into the business world. Instagram also says that more than 80 percent of Instagram accounts follow a business, with 200 million users visiting a business profile every day.  TechCrunch

New Facebook App for Children Ignites Debate Among Families. While there is the Children’s Online Privacy Protection Act, known as Coppa, that requires services aimed at children to obtain verifiable parental consent before collecting information, how long before kids figure out how to “hack” that permission? I’m not a fan of this at all.  New York Times

CMO Ad Spend 2018

63% of B2B marketers currently buy advertising programmatically. Not only are B2B marketers combining programmatic and data to drive their ad buying and audience targeting, they’re also turning to data to drive their integrated marketing campaigns. In fact, almost 80 percent of respondents said they either use or want to use a solution that integrates ad tech and mar tech. Dun & Bradstreet (client)

Google is testing an answers carousel within the search results snippets. Even less reason to click through: Google has started testing and potentially rolling out a new feature in search that shows a carousel with a list of answers directly within the search results snippets. Search Engine Land

2018 Digital Marketing Plans Survey Summary Report. Highlights include: Social media marketing, content marketing and the marketing technology that drives these tactics, are most effective marketing tactics. The most critical challenge to the success of a digital marketing plan is data quality and 93% of digital marketing budgets will increase in 2018, with 41% increasing significantly. Ascend2

Content is the No. 1 contributor to an overall good event experience for IT buyers. Four out of five IT buyers say they are more likely to visit a booth if they have heard of, read about, or connected with an exhibitor before an event. This is why conference ebooks make so much sense! MarketingProfs

Global AR & VR revenues to grow from $ 4.1 billion in 2016 to $ 79.4 billion in 2021. ARtillry Intelligence has devised a disciplined and non-biased revenue forecast for AR & VR, segmented into their product areas: enterprise AR/VR and consumer AR/VR. From Pokémon Go to applications in manufacturing and design, it looks like the AR & VR space is coming in to its own. ARtillry

Sprout Social Acquires Social Analytics Firm Simply Measured. The social analytics market is expected to grow to $ 9.54 billion by 2022 and with Simply Measured full-funnel analytics, Sprout Social is certainly moving in the right direction to capitalize on that growth. Sprout Social Blog

On the Lighter Side

Facebook Messenger Went Down Globally and Everyone Freaked Out.  On Tuesday this week thousands of users reporting problems according to the Down Detector website, which logs reports of online service failures. Of course when one network is down, users flock to another to complain. In this case hundreds of users flocked to Twitter to vent their frustration. Fortune

Instagram adds content warnings for koala selfies. If you click on an offending hashtag like #koalaselfie, #lionselfie #koalahugs or #tigerpet, a new warning will pop up. “You are searching for a hashtag that may be associated with posts that encourage harmful behavior to animals or the environment,” the warning reads. CNN Tech

TopRank Marketing in the News

  • Ashley Zeckman – Why Brands Should See Ideas Everywhere (podcast) – Brand Driven Digital
  • Ashley Zeckman – Revolutionary Females in Marketing to Follow on Twitter – Devrix
  • Rachel Miller – 35+ Most Influential Women Leading B2B Marketing Technology – Data Captive Blog
  • Rachel Miller – Women in Martech: Hot Topics and Influencers List – Onalytica Blog
  • Rachel Miller & Lee Odden – Top 100 Social Media and Marketing Influencers – Digital Scouting
  • Lee Odden – 2018 Predictions on the Future of Customer Experience – Adobe CMO.com
  • Lee Odden – How to Apply Influencer Marketing Principles and Boost Your Sales – LinkedIn Sales Solutions Blog (client)
  • Lee Odden – LinkedIn Presents: The Future of Advertising Agencies (video) – LinkedIn Marketing Solutions Blog (client)

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 our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Mobile Beats Desktop, YouTube Stories, Facebook for Kids? | http://www.toprankblog.com

The post Digital Marketing News: Mobile Beats Desktop, YouTube Stories, Facebook for Kids? appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

How 5 B2B Brands Are Using Snapchat and Instagram Stories

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

One such feature is Stories: timed pictures or video clips that users can deck-out with text, filters, or stickers to spice-up their content. And it seems like every major app is jumping on this trend with Messenger, Facebook, and most recently YouTube creating their own version of a Stories feature. However, the jury is still out on the best ways to use them.

Well, we’re here to help you figure that out. Here are five B2B brands using Snapchat and Instagram Stories and how they’re using them to their advantage.

1. Cisco

One of the best ways to connect with an audience is through shared values. Cisco is well aware of this and utilizes their Snapchat Stories to share how their company and employees are making the world a better place. And because authentic content is seen as more genuine, Cisco actually allows their employees to run the account themselves. This way, their audience can see a true glimpse into the lives of Cisco employees and how they help others.


Image credit: Cisco

2. IBM

One of the key benefits of promoted Instagram or Snapchat Stories is that they allow you to geotarget your audience and create unique geofilters. With these features, brands can serve targeted Stories and custom filters to their audience based on their location. IBM has used this to their advantage in the past by creating special filters for their industry events. IBM can then promote the filters to event attendees and followers can see updates live from the event floor — creating an easy way for IBM to send relevant content to the right audience.


Image credit: IBM

3. Google

Brand storytelling at its finest. That’s how I would describe Google’s use of Instagram Stories. With Stories, Google shares brief vignettes with narrative captions to share inspiring stories of people using their products. Watch just a few and you’ll see how they sink their teeth into you and build up anticipation, encouraging you to complete their call to action and watch the full video. It’s a really effective and meaningful way for Google to share exactly how their solutions help solve both individual and global problems.


Image credit: Google

4. GE

GE is known for being an innovative company. But can you name exactly what they do? You might be able to name a few things, but the reality is that GE does too many things to name. Because of this, GE has been using Instagram Stories to share the unique things they do all over the world. Most notably, they took us deep into a volcano to sample active lava. Each story helps paint a picture for their audience, changing their public perception from an industrial giant to a creative innovator.


Image credit: Adweek

5. Mailchimp

Mailchimp, everyone’s go-to email service provider, uses Snapchat Stories to share scenes from fun events, creative images, and funny videos. With smart brand apparel, a hip monkey named Freddie, and really cool artwork, Mailchimp has an endless supply of creative and eye-catching content to share. And while it may seem like there’s not a unifying theme behind their Stories, it actually does a great job of showing off their brand’s eclectic personality. Through witty commentary and funky images, Mailchimp has personified their brand, building strong relationships with their followers.

 


Image credit: Recruiting Social

Up Your B2B Social Game

Don’t be hesitant to take the next step for your brand’s social media marketing. For more ideas on how your B2B brand can up your social media game, check out these social media tips and examples or our guide on Snapchat for B2B brands.

Not ready to expand your social media marketing on your own? Find out how we can help by taking a look at our social media marketing services.


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© Online Marketing Blog – TopRank®, 2017. | How 5 B2B Brands Are Using Snapchat and Instagram Stories | http://www.toprankblog.com

The post How 5 B2B Brands Are Using Snapchat and Instagram Stories appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

How to Find the Stories in Your Data for Compelling Reporting

Google Analytics Data Visualization Adam Singer

Our hyper-connected digital world is defined by an overabundance of data. Everything’s measurable, trackable, and quantifiable. Want to know how many people died on screen in your favorite movie? Or how much ice cream the average American eats per year? The data’s at your fingertips. The ready availability of data is great for marketers. It helps us optimize performance, personalize content, and prove our value to the business. But data in a vacuum isn’t informative or useful. It’s not about the facts and figures themselves; it’s about how we shape that data into compelling stories. As an Analytics Advocate at Google, Adam Singer has years of experience finding and revealing the meaningful narrative in datasets. His presentation at Content Marketing World 2017 was all about how to create clean, informative, compelling data visualizations. Here’s a quick visual summary of his entire presentation, courtesy of Kingman Ink: My favorite part is the lizard that represents your limbic brain. Visuals cut straight to that reflexive part of your brain, making a point quicker than listing facts and drawing conclusions. Here’s how Adam suggests creating data-based visuals that speak directly to our inner lizards.

#1:  Prepare Data for Analysis

Great data visualization starts with…well…data. More than that, it starts with a meaningful and manageable data set. The data you choose to include should be tailored to both the story you want to tell and the audience that’s going to receive it. For an example, when pulling internal data, your CEO might just want to know whether marketing is contributing to revenue. By contrast, your CMO will want revenue, engagement, and sales enablement data. Adam recommends these three steps for data analysis:

  1. Filtering: Make sure you’re getting high quality data. For example, in your website analytics, exclude bot and spam traffic from your traffic reports.
  2. Sorting: Use the sorting that makes the most business sense. In most cases, a combined and weighted sort will be the most useful, organizing data along two variables.
  3. Grouping: In Google Analytics, you can group data into categories. This can help you create more specific, focused visualizations.

#2: Tell Your Data Story

With the data in hand, you can create a visualization. Aim to create an image so simple, specific, and clean that it’s readable at a glance. In other words, the opposite of this:  Notice how your eyes flick back and forth between the legend and the chart, trying to make sense of it all. Compare that chart to this one: There’s a mountain of data behind that visualization, but you can instantly grasp the point: vaccines eliminate diseases. Such a stunning visual doesn’t happen by accident. It takes careful planning. Adam recommends “storyboarding” your visualizations before you even pull the data in. Nail down who you’re talking to, what questions you’re answering, and the story you’re telling before you create a single chart.

#3: Best Practices for Compelling Data Reporting

As with any kind of storytelling, the best way to visualize your data depends on your audience and your story. But there are some consistent best practices to follow. Adam recommends following these guidelines for visualizations in your internal reporting, regardless of audience or intent:

  1. Keep charts and graphs simple. Don’t graph every data point–just enough to show the trend. Focus on what matters most to your story.
  2. Tell the user what the point is. Your audience shouldn’t have to guess at the conclusion you want them to draw: Put it right in the title of your visualization.
  3. Don’t spin the data. Ever. The point of data visualization is to get at the facts, not obscure them. Don’t abuse your audience’s trust with misleading visuals.
  4. Make reporting part of your process. It’s easy to think of reporting as something tacked on to the end of a campaign, a final housekeeping task. Better to see reporting as vital to our ongoing marketing efforts and approach it with dedication and enthusiasm.
  5. Use the right data for the right stakeholder. Make sure you personalize your reports for different audiences, sticking with only the most relevant data for each.
  6. Be creative and have fun. Solutions like Google Data Studio make it easy to pull in data and play with visualizations. Don’t be afraid to experiment!

A Picture Is Worth a Thousand Data Points

When done properly, a single chart or graph can convey paragraphs of information at a single glance. Choose your data carefully, keep your visualizations simple and purposeful, and you can create a report far more compelling than a list of stats and figures could ever be. Speaking of beautiful data visualization, have you seen our interactive influencer marketing infographic?  

The post How to Find the Stories in Your Data for Compelling Reporting appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Instagram Stories for Desktop and Facebook Watch Explored

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook Watch, Instagram Stories for the desktop and Instagram Galleries updates with Sue B. […]

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– Your Guide to the Social Media Jungle

Facebook TV, YouTube Mobile Share and Chat, and Facebook Live for Stories

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook Watch (their TV solution), YouTube mobile share and chat with Amy Schmittauer, Facebook […]

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Facebook Stories Enhancements: Public and Desktop

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher and Kim Reynolds, we explore Facebook Stories on desktop with Jeff Sieh, Facebook ad updates with […]

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– Your Guide to the Social Media Jungle

How to Add a Link to Your Instagram Stories

Do you want to drive more Instagram traffic to your website? Wondering how to create swipeable Instagram Stories links? In this article, you’ll discover how to add links to your Instagram stories and find ways to incorporate story links into your Instagram marketing. Who Has Access to Adding Links in Instagram Stories? Like many marketing […]

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How to Create Instagram Stories Ads for Traffic and Conversions

Do you use Instagram stories? Looking for ways to increase your conversions? Instagram Stories ads have expanded to include four objectives that let marketers drive specific goal-oriented conversions. In this article, you’ll discover how to use Instagram Stories ads to improve your marketing results. What Are Instagram Stories Ad Objectives? Instagram story ads play between […]

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– Your Guide to the Social Media Jungle

Snapchat Links and Instagram Stories Video Replies

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Snapchat links with Carlos Gil, Instagram Stories video replies with Jeff Sieh, and more […]

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