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Monthly Archives: February 2018

Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim

Six Essential Email Marketing Tips [Infographic]
Looking for email marketing success? This six tips can help you — and your emails — reach the right target. MarketingProfs

Google Brings the Popular Stories Format to AMP: Is It Worth Using?
Google announced a new story format for AMP (Accelerated Mobile Pages) this week. Google describes the new shiny thing as "a visual driven format for evolving news consumption on mobile." Econsultancy

Internet Rages After Google Removes 'View Image' Button, Bowing to Getty
Google removed the "view image" button this week in response to a recent lawsuit from Getty. This move has enraged the internet, but was done with hopes to encourage clicks through to the image's hosting website. Ars Technica

45% Of Marketers Cite Content & Experience Management As Top Priority In 2018
Econsultancy's Digital Trends 2018 report found that 45% of professionals surveyed cite content and experience management as their top priorities for this year, followed by the 32% that cited analytics. Econsultancy

Top Digital Advertising Trends
MediaPost compiled a research brief to show top digital advertising trends, including evidence that Google and Facebook owned 63% US digital market in 2017. Microsoft made strides, but remains a distant third place with just 4%. MediaPost

Google Announces Two Major Changes to Image Search
Google has announced two major changes to image search — including the previously reported removal of the "view image" button and the removal of the "search by image" button. Publishers are happy about these changes, Google search users aren't so thrilled. Search Engine Journal

Pandora Takes Aim At Spotify And IHeartRadio With Programmatic Audio Ads
AdAge reports: "Pandora said Tuesday that it will now offer its audio inventory programmatically through popular demand-side platforms such as MediaMath, The Trade Desk and AdsWizz." AdAge

Snapchat Gives Creators Access to Audience Analytics
Some select content creators on Snapchat are being given access to analytics and data about their audience, such as story views, engagement and demographics. This is only available to those who are part of Snapchat's Official Stories program. Search Engine Journal

B2B Demand Generation: Marketers' Favorite Tactics
Recent research from Demand Gen Report shows that email remains a top demand generation channel for both top and bottom funnel prospects. MarketingProfs

Facebook Is Testing A 'Downvote' Button
CNBC Reports: "Facebook is testing a 'downvote' button that lets users flag and hide comments they deem inappropriate. The social network clarified that it is not a 'dislike' button and the test is running for a small set of people in the U.S. only." CNBC

Google To Move More Sites To Mobile-First Index In Coming Weeks
Google plans on rolling more sites into the mobile-first index in the next several weeks. It's time to make sure your site is optimized for mobile if you haven't already — the time has finally come. Search Engine Land

On the Lighter Side
Red Stripe Says That, Whatever the Cost, It Will Buy a New Bobsled for Jamaica - AdWeek

TopRank Marketing (And Clients) In the News:

Steve Slater - Your M-Commerce Deep Dive: Data, Trends and What’s Next in the Mobile Retail Revenue World - Big Commerce
Lee Odden - Better Than Bonuses: 4 Motivators That Matter More Than Money - Workfront

We'll be back next week with more top digital marketing news! If you need more in the meantime, follow @toprank on Twitter or subscribe to our YouTube channel.

The post Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim appeared first on Online Marketing Blog - TopRank®.

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Twitter Engagement: How to Connect With People on Twitter

Wondering how to increase your reach on Twitter? Want tips for building your audience and boosting engagement? To explore the Twitter algorithm and creative ways to interact with others on Twitter, I interview Andrew Pickering and Peter Gartland. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social [...]

This post Twitter Engagement: How to Connect With People on Twitter first appeared on .
- Your Guide to the Social Media Jungle

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Leveraging Breaking News: The Journey, Episode 18

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=-qk9lJq6MXA Watch The Journey: Episode 18 Episode 18 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to [...]

This post Leveraging Breaking News: The Journey, Episode 18 first appeared on .
- Your Guide to the Social Media Jungle

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How to Easily Create Videos From Blog Posts

Want to add more video to your content mix? Have you considered repurposing your blog content into video? There’s no need to spend hours recording video with an expensive camera when you have existing content and access to free tools. In this article, you’ll learn how to use free tools to turn blog posts into [...]

This post How to Easily Create Videos From Blog Posts first appeared on .
- Your Guide to the Social Media Jungle

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What the Google Chrome Ad Blocker Means for Your Website Popups (Plus 8 Really Smart Targeting Tips)

Google Chrome’s Ad Blocker going into effect Feb 15, 2018. And nobody could blame you if you took one look at some of the reports and thought, "Oh no! Popups are dead. Google just outlawed them, and I have to take down the 35 I'm using across my web properties that are generating 12,000 leads per month". Well, fortunately, after combing through the details, I’m happy to tell you that — from our early interpretation — this doesn’t seem to be true.

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5 Things Nobody Tells You About Making Money in Your Underwear

That’s the dream, right? No dragging your butt out of bed at an ungodly hour, sitting in traffic, being stuck inside an office all day, and slaving away your life for a measly paycheck. Instead, wake up whenever you feel like it, saunter over to the laptop in your skivvies, and sip a cup of(...)

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How to Curate Content in 5 Simple Steps

With increased competition and ever-changing algorithms that reward brands that get a ton of engagement, the ability to feed your audience with content is Read more...

This post How to Curate Content in 5 Simple Steps originally appeared on Sprout Social.

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In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Trusting Hands

Trusting Hands

My first encounter with marketing data malpractice came at a young age. I wasn't old enough to understand what was going on at the time, but my dad loves to tell the story. As I've gotten older, the humor and timeless relevance of this anecdote have struck me more and more.

It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry's heavy hitters. Nothing out of the norm so far, right?

Here's the problem: Lucy was no longer alive.

And the bigger problem: Lucy was not a human. She was our dog.

As it turns out, my older brother had been cited by an officer at a nearby park many years earlier for walking Lucy without a leash. When asked to give a name, he stuttered out the Golden Retriever's, along with our family surname. Somehow "Lucy Nelson" ended up in a city database and the credit card company had plucked it out to add to its mailing list. Ultimately, this resulted in our dearly departed dog being pitched a deluxe platinum card.

Woof.

Flash-forward 20-some years. It's a different world now. The rudimentary practice of collecting names and addresses from public databases seems so quaint in the Age of Big Data. Businesses and institutions now have the ability to gather comprehensive insights about people, both in aggregate and at an individual level.

For the general populace, this can feel unnerving. And unfortunately, almost everyone reading this has experienced some breach of trust when it comes to corporations or government and personal data.

But for marketers, the sheer volume of information now readily available presents a significant opportunity to take our profession to all new heights. By getting it right, we can help stem the tide of rising consumer wariness.

A World of Distrust

In 2017, for the first time since being introduced almost two decades ago, the Edelman Trust Barometer found a decline in consumer trust toward business, media, government, and NGOs to "do what is right." That's bad. And even worse: the organization's Trust Index didn't rebound in the 2018 study, released in January.

2018 Edelman Trust Barometer

"A World of Distrust," Edelman has dubbed it in 2018. And who can blame folks for losing faith? These days it can feel like the only major news story that isn't shrouded in doubt is when Equifax leaks the personal information of 150 million people.

In such an environment, it's hard to not to squirm when learning that your Amazon Alexa, and even your smartphone, is listening to you pretty much at all times.

While apprehension is understandable, these aren't people spying on us; they are robotic algorithms collecting data in efforts to understand us and better serve us.

As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. Customers rightfully have high expectations of our ability to offer high-quality tailored experiences, and we need to follow through. It's an historic opportunity.

[bctt tweet="As marketers, we can play a major role in showing people the benefits of a data-focused marketplace. - @NickNelsonMN #CX #DataDrivenMarketing" username="toprank"]

Connecting the Dots

Our CEO Lee Odden recently wrote this in a blog about data creating better customer experiences: “One of the universal truths that we’ve operated under at TopRank Marketing,” he explained. “Is about the power of information specific to customers that are actively searching for solutions."

In that post, Lee wrote about his experience searching online for a portable battery charger and then being served ads for purple mattresses. That's the kind of thing that drives me crazy. As Lee notes: "The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand and optimize customer experiences?"

The consequences of missing the mark are very real. A few years ago LoyaltyOne conducted a survey of 2,000 U.S. and Canadian customers on the subjects of data collection and privacy. Among the findings: only 35% were accepting of retailers using cookies to track their online behavior and just 27% were cool with location-based offers.

How much less widespread resistance might we be seeing against these tactics if they were being utilized more effectively?  

[bctt tweet="The data is there. Customers are telling you what they want. The question is, how to connect those dots of data to understand & optimize customer experiences? - @leeodden #CX #DataDrivenMarketing" username="toprank"]

The Data-Driven Marketer’s Imperative

The stakes are high. We need to piece the puzzle together correctly. If marketers and advertisers can start consistently delivering the sort of customized content and recommendations that data empower us to provide, it'll go a long way toward restoring customer faith.

We should be using this information to optimize, not traumatize!

Among the biggest areas for improvement I can see, from the perspective of both a marketer and customer:

  • Cut down on data fragmentation and organizational silos. This issue is abundantly common and extremely damaging. The "garbage in, garbage out" adage will never cease to be true. Make the necessary investments to unify your data and enhance the customer journey from attract to engage to convert and every step in between.
  • Be more transparent. Location-based tracking and other oft-used practices would be much less irksome if they didn't feel so sneaky. Inform customers when you're gathering info and why. Commit to opt-in policies wherever possible.
  • Follow the principles of the "virtuous cycle." LoyaltyOne CEO Bryan Pearson suggests that building trust is tantamount to developing face-to-face relationships. "In the beginning, we share a little. Then, once we show that we can be responsible with what the customer has shared, he or she will reveal a little more. And gradually the relationship deepens. This crawl-walk-run approach to sharing information is a sensible way for us to proceed in data collection and use. After all, as long as customer information is used to enhance the customer experience, taking small steps along the way can lead to big things."

Data has come a long way since the days of sending credit card offers to dead dogs. Marketers, let's make sure every campaign we create is reflecting this progress.

[bctt tweet="We should be using the data & information we have to optimize, not traumatize. - @NickNelsonMN #DataDrivenMarketing #CX" username="toprank"]

How can you build more trust with your audience? A more thoughtful approach to content marketing can help. Learn several ways to build credibility and trust with content.

The post In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide appeared first on Online Marketing Blog - TopRank®.

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4 Ways to Use Instagram Insights to Improve Your Marketing

Do you have an Instagram business account? Wondering how to analyze your Instagram activities? In this article, you’ll discover how to use Instagram Insights to evaluate your followers, posts, stories, and promotions. What Is Instagram Insights? Instagram Insights is a native analytics tool that provides data on follower demographics and actions, as well as your [...]

This post 4 Ways to Use Instagram Insights to Improve Your Marketing first appeared on .
- Your Guide to the Social Media Jungle

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Stop Making These Common Mistakes with Your Website Popups (Includes Examples and Quick Fixes)

We've all seen website popups with poor timing, targeting, design, or no apparent value. But today, Alex Birkett breaks down both the good and bad with lots of real life examples. See how to uphold your site's user experience and fix up any pitfalls fast.

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