Monthly Archives: March 2019
If you’re a B2B brand, chances are you already have plenty on your plate. However, that’s no excuse to sleep on social listening. Think Read more...
This post How to build a better business with B2B social listening originally appeared on Sprout Social.Read More »
Overall Influencer Marketing attracted a lot of attention in 2018 for some good and not so good reasons. Luckily, most of those unfavorable reasons were in the B2C space. Within the B2B marketing world, influencer marketing has made many advancements and more organizations are evolving their testing, use and sophistication of the practice.
There are many trends happening with influencer marketing right now, but here are 5 relative to B2B marketing that are worth paying attention to:
1. Micro AND Macro influencers. A lot of marketing press has emphasized micro and even “nano” influencers over celebrities. There’s merit to that but in B2B, the tier one influencers are still important. Successful programs incorporate top influencers that have large, relevant networks with more niche influencers with high engagement. When mapped to the right kind of content in the buying journey, a mix of influencer types is very powerful for B2B marketing.
2. Centralizing Influencer Operations. Many B2B companies have experimented with influencer marketing within different regions and business units. Disparate processes and lack of coordination can create real problems along with inefficiencies. Centralizing influencer marketing creates an opportunity to strategically benefit from the role of influencers across multiple departments of a company in a way that is both efficient and effective.
3. Always On Influencer Engagement. At earlier stages of maturity, many B2B brands are campaign focused when working with influencers and interactions are only when the brand needs something. More advanced B2B marketers are running always on influencer programs where there is a focus on developing alignment, relationships and advocacy. Campaign and event involvement plays a role vs. being the only outcome.
4. Focus on Quality vs. Quantity Metrics. From influencer identification emphasizing topic relevance and alignment with the brand vs. popularity to impact metrics evolving from social share counts to leads generated, there’s a big shift happening in the way qualitative metrics are used when running influencer marketing programs.
5. Influencer Marketing Software Investment. Less sophisticated influencer marketing doesn’t require more than a spreadsheet, email and a few tools to find influencers. But as B2B organizations start to implement influencer marketing across departments and businesses, coordination of influencer identification, engagement and program measurement requires platform investment. Influencer marketing platforms can provide an easy way for different departments in the same company to find, engage and activate influencers across a variety of programs as well as manage communications and measure performance.
Trends can be useful for long term planning but practical tips are things many marketers reading posts like this are looking for right now. So here are some do's and dont's when it comes to B2B influencer engagement:
Don’t rely on popularity metrics alone to decide who will be the right influencer or on the opinion of your marketing team alone to decide which influencers to work with. Relevance, resonance and reach metrics should be used for influencer identification and validation.
Don’t wait until you need an influencer to reach out. The time to raise an army is not the first day of the war so the time to recruit influencers is long before you need them. Start the romance early by following, engaging, commenting and reaching out in a way that adds value. When the time comes, the relationship you’ve developed will make it much more likely the influencer will say yes.
Do your homework on the influencer. Understand their expertise, their voice, content preferences and approach. Also look for signals that reflect engagement opportunities like interest in speaking at events, being an author, getting media exposure or access to brand experts.
Do match influencer type and topic of relevance to the appropriate content. Beyond the basics like ensuring an influencer who creates video is engaged to create video (instead of publishing a blog post), match famous influencers (aka brandividuals) with top of funnel awareness content. Similarly, match niche influencers, like customers or advocates with end of funnel content.
There you have it: B2B influencer marketing trends and tips all in the same blog post! There's a time and place to work with famous influencers, but B2B brands that are working on making their influencer marketing more effective through centralizing operations, focusing on quality and investing in software, will find that working with a greater number of niche influencers with higher engagement and brand affinity will produce better results.
For valuable B2B Marketing insights from the pros at SAP Ariba (Amisha Gandhi), Dell (Konstanze Brown) and Dun & Bradstreet (Lucy Moran), be sure to check out this ebook. The Business of Influence: Formulas for Success from Top B2B Brands
The post 5 Key Trends in B2B Influencer Marketing Plus Critical Do’s and Dont’s appeared first on Online Marketing Blog - TopRank®.Read More »
Google's original breakthrough in search was placing weight on links & using them to approximate the behavior of web users.
The abstract of
The PageRank Citation Ranking: Bringing Order to the Web reads
The importance of a Web page is an inherently subjective matter, which depends on the readers interests, knowledge and attitudes. But there is still much that can be said objectively about the relative importance of Web pages. This paper describes PageRank, a method for rating Web pages objectively and mechanically, effectively measuring the human interest and attention devoted to them. We compare PageRank to an idealized random Web surfer. We show how to efficiently compute PageRank for large numbers of pages. And, we show how to apply PageRank to search and to user navigation.
Back when I got started in the search game if you wanted to rank better you simply threw more links at whatever you wanted to rank & used the anchor text you wanted to rank for. A friend (who will remain nameless here!) used to rank websites for one-word search queries in major industries without even looking at them. :D
Suffice it to say, as more people read about PageRank & learned the influence of anchor text, Google had to advance their algorithms in order to counteract efforts to manipulate them.
Over the years as Google has grown more dominant they have been able to create many other signals. Some signals might be easy to understand & explain, while signals that approximate abstract concepts (like brand) might be a bit more convoluted to understand or attempt to explain.
Google owns the most widely used web browser (Chrome) & the most popular mobile operating system (Android). Owning those gives Google unique insights to where they do not need to place as much weight on a links-driven approximation of a random web user. They can see what users actually do & model their algorithms based on that.
Google considers the user experience an important part of their ranking algorithms. That was a big part of the heavy push for making mobile responsive web designs.
On your money or your life topics Google considers the experience so important they have an acronym covering the categories (YMYL) and place greater emphasis on the reliability of the user experience.
Nobody wants to die from a junk piece of medical advice or a matching service which invites predators into their homes.
The Wall Street Journal publishes original reporting which is so influential they almost act as the missing regulator in many instances.
Last Friday the WSJ covered the business practices of Care.com, a company which counts Alphabet's Capital G as its biggest shareholder.
Behind Care.com’s appeal is a pledge to “help families make informed hiring decisions” about caregivers, as it has said on its website. Still, Care.com largely leaves it to families to figure out whether the caregivers it lists are trustworthy. ... In about 9 instances over the past six years, caregivers in the U.S. who had police records were listed on Care.com and later were accused of committing crimes while caring for customers’ children or elderly relatives ... Alleged crimes included theft, child abuse, sexual assault and murder. The Journal also found hundreds of instances in which day-care centers listed on Care.com as state-licensed didn’t appear to be. ... Care.com states on listings that it doesn’t verify licenses, in small gray type at the bottom ... A spokeswoman said that Care.com, like other companies, adds listings found in “publicly available data,” and that most day-care centers on its site didn’t pay for their listings. She said in the next few years Care.com will begin a program in which it vets day-care centers.
By Monday Care.com's stock was sliding, which led to prompt corrective actions:
Previously the company warned users in small grey type at the bottom of a day-care center listing that it didn’t verify credentials or licensing information. Care.com said Monday it “has made more prominent” that notice.
To this day, Care.com's homepage states...
"Care.com does not employ any care provider or care seeker nor is it responsible for the conduct of any care provider or care seeker. ... The information contained in member profiles, job posts and applications are supplied by care providers and care seekers themselves and is not information generated or verified by Care.com."
...in an ever so slightly darker shade of gray.
So far it appears to have worked for them.
What's your favorite color?
Want to improve your Facebook advertising results? Looking for successful examples you can model? In this article, you’ll discover four ways to generate clicks, leads, and conversions using Facebook ads. #1: Offer Free Content at Each Stage of the Sales Funnel People who aren’t familiar with your brand are unlikely to convert on your core […]Read More »
Peanut butter and jelly.
Milk and cookies.
Steak and potatoes.
Wine and cheese.
Bread and butter.
SEO and influencer marketing.
All of these exceptional pairings have something special in common: They work together.
Now, I know what you’re thinking. And I get it. From red or white to pungent or salty, there are several incredibly important variables to consider when crafting the perfect wine and cheese combo.
For real, though. Integration is key for B2B content marketing success. But some tactics and strategies seem like natural fits, while others seem a bit mismatched. If you feel like SEO and influencer marketing fall into the latter category, it might be time to flip your thinking.
SEO is one of the oldest digital marketing tactics, defined by consistency, commitment, and agility over the long-term to see results. And despite the fact that most peg influencer marketing as a campaign-based, social media amplification tactic, influencer success is also tied to that always-on approach.
But how exactly can SEO and influence intersect and support each other? Let’s dive in.
What B2B Marketers Need to Know About Pairing SEO & Influencer Marketing
#1 - Influencers can be an incredible keyword and topical research tool.
Your influencers are experts who are embedded in your niche or industry. They have relevant expertise that can help educate and inspire your audience. They have perspectives and experiences your audience can relate to. They are engaged with their followings and industry happenings. And … they are your audience in many cases.
This means, when you work with the right influencers, there’s an incredible opportunity to gain deeper insights about who your audience is, what they care about, and what they’re struggling with so you can create content they’re searching for and need.
"Working with B2B influencers allows our brand to have a constant pulse check with purchase decision makers. Informed influencers who share our vision of the future based on their own experience and expertise provide for independent, third party validation.
"Strategic partnerships with influencers provide for an outside in view when creating content for our customers. We need to constantly ensure that, as a brand, we don’t start talking to ourselves, but keep a keen focus on the evolving challenges our customers have and on language they use to express these challenges."
With insights gained straight from a reputable source, you can then turn to your traditional SEO tools to validate topics, uncover related queries and opportunities, and refine your integrated content marketing strategy for maximum impact.
[bctt tweet="Working with B2B influencers allows our brand to have a constant pulse check with purchase decision makers. - @konstanze #B2BInfluencerMarketing #SEO #B2BContentMarketing" username="toprank"]
#2 - Influencers can help you create the best answer content that your audience and search engines crave.
Search engines are answer engines. They’re built to satisfy searchers’ needs by delivering the most relevant, helpful, and accurate information possible. They’re built to deliver the best content. This is why we believe B2B brands need to strive to be the best answer whenever and wherever their audience is searching.
By collaborating with influencers to contribute original content or co-created content, they can help you put SEO insights into action by providing the answers your audience and search engines are looking for. As Lee Odden, TopRank Marketing’s CEO and resident industry influencer, said on why B2b marketers need optimized and influencer activated content:
"B2B brands that integrate both SEO and influence into their content marketing create a compelling opportunity to be found when it matters most and to be trusted when it matters more.
"With an understanding of keyword demand, B2B marketers can tap into the opportunity to be the best answer for buyers with content at the very moment of need. Even better is that influencer contributions to that optimized content will give it the credibility and engagement needed to inspire action."
[bctt tweet="#B2B brands that integrate both #SEO and influence into their #contentmarketing create a compelling opportunity to be found when it matters most and to be trusted when it matters more. - @leeodden" username="toprank"]
#3 - Influencers can help you send the right signals to search engines.
Search engine algorithms are complex, elusive creatures. For the last decade or so, most marketers have been operating under the assumption that Google’s algorithm considers roughly 200 variables when ranking content.
But as Search Engine Journal points out, a lot has changed in the last 10 years—including RankBrain, mobile-first indexing, and the HTTPS boost—so, it’s pretty likely that number has ballooned. Of course, the rise of influencer marketing has undoubtedly made an impact, too. (More on that in a minute.)
Thanks to some confirmations straight from the source, as well as in-depth research and analysis, there are several known ranking factors—including a handful that can be reinforced with the help of an influencer marketing strategy. A couple of those opportunities include:
Content & Search Intent
A couple years ago, it was revealed that content is one of Google’s top 3 ranking factors. While “content” as a ranking factor is pretty damn broad, marketers know the nuance.
We know it’s all about creating quality, relevant content that resonates with our audience and signals search engines. In addition, thanks to RankBrain, Google is getting increasingly better at handling never-before-seen queries and making correlations with other queries to serve up content that best matches search intent. And influencers, with their unique expertise and knowledge, can help us hit the best-answer, intent-match quality mark.
This insight from my talented colleague Josh Nite captures the essence of all this:
"Quality content demonstrates to your audience that you’re listening to them and you care … When content is useful, valuable, and meaningful, it’s not part of the deluge of content that surrounds us. It’s signal, not noise."
Plus, when you commit to building mutually beneficial, long-term relationships, you have the opportunity to consistently create fresh quality content, which is also critical for increasing search visibility and domain authority.
[bctt tweet="When content is useful, valuable, and meaningful, it’s not part of the deluge of content that surrounds us. It’s signal, not noise. - @NiteWrites" username="toprank"]
Getting backlinks from reputable, relevant, authoritative websites is a ranking factor that has stood the test of time. It’s simple: When you create comprehensive, insightful, quality content you give others something to “link about”—and search engines see that as a sign of relevance and authority.
Unsurprisingly, influencers can play a massive role in the creation of that link-worthy content. From original research featuring reactions and commentary to a thoughtful listicle featuring top industry influencers to follow on social media, the possibilities are seemingly endless here.
In addition, influencers can be the source of those quality backlinks.
For example, if you partner with an influencer to co-create an article for their blog or another relevant industry publication, there’s likely a natural opportunity to include a link back to your site through optimized anchor text.
But an important thing to note here: If you’re exchanging any sort of payment (e.g. straight cash or free goods and services) that not only needs to be noted in the content, but it’s also recommended that a “nofollow” link be implemented. (You may forfeit the baseline SEO advantages here, but you don’t lose the ability to direct traffic to your site through the link.)
However, if you’ve partnered without payment beyond recognition, thought leadership, or forming an organic partnership, you’re probably safe.
SEO + Influence = The Perfect Pair
Integration is absolutely essential for driving digital and content marketing success in the crowded, competitive B2B landscape. By pairing an old favorite and a rising star, B2B marketers have the opportunity to design a long-term strategy for maximum impact.
For more insights on the intersection of SEO and influencer marketing, check out:
- 3 Reasons B2B Marketers Need Optimized & Influencer Activated Content
- How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida
- Embody the Form: How to Master SEO & Influencer Marketing
The post The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know appeared first on Online Marketing Blog - TopRank®.Read More »
Wondering how to advertise on YouTube? Looking for a guide to creating a YouTube advertising campaign? In this article, you’ll learn how to set up and optimize a YouTube ads campaign. #1: Set Up YouTube Advertising With the newly redesigned Google Ads interface, managing YouTube ads is now easier than ever. If you have experience […]Read More »
Search engine optimization and social media marketing are two major points of focus for most digital marketers these days. They have co-existed for ages, Read more...
This post How SEO can (and should) inform social media marketing originally appeared on Sprout Social.Read More »
Sit back and join us for a journey through 50 recent digital marketing statistics that combine to tell a captivating tale of change, innovation, and generational preferences in an industry that changes faster than Jules Verne’s Phileas Fogg could ever have envisioned in “Around The World in 80 Days.”
Statistics exploring each of the B2B, influencer, content, and social media flavors of marketing combine to tell a captivating and unique story of how digital marketing has evolved over the past year, and offer us a great opportunity to better understand which trends the numbers are pointing to for the future.
We’ve arranged this numerical journey of various insightful digital marketing statistics to build up from those with the smallest percentage to the highest, and we hope you’ll gain a generous helping of new ideas through this lighthearted statistical look at where marketing is, and where it’s heading.
Why should digital marketers care about these statistics?
We've combed through a vast number of reports, studies, surveys, polls, and other types of data, and these are 50 of the most inspiring statistics that are both from high-caliber sources — including the Pew Research Center, Nielsen, NPR, Edison Research and Umass Dartmouth — and which give insight into where digital marketing is today and where it's heading in the future.
Bring On The 50 Digital Marketing Stats
- 4% of B2B marketers have any kind of influencer marketing program. (Source: Brian Solis, Altimeter Group Influencer 2.0 Report)
Brian Solis is a leader in the world influencer marketing, and our CEO Lee Odden has an extensive and fascinating new video interview about Brian's latest book and marketing in general, which you can watch here to learn more: “Brian Solis on Lifescale – How to Live a More Creative, Productive and Happy Life Plus Improve Your Marketing.”
We’ve also explored the value of influencer marketing in the B2B world in recent pieces such as “Why Always-On Is Always Better for Driving B2B Influencer Marketing Success,” “5 Examples of B2B Influencer Marketing to Inspire You in 2019,” and “The Next Level of Influence: 30 Essential Influencer Marketing Statistics,” each a helpful look at how you can join the four percent if you’re not already a member of this elite but growing segment.
We also recently had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability on its latest “B2B Marketing Agencies, North America, Q1 2019” report.”
- 5% of B2B content marketers use predictive technology to nurture their audience.
(Source: CMI / MarketingProfs 2019 B2B Content Marketing Benchmarks, Budgets & Trends Report)
At the other end of the scale, the following chart from the report shows that email and educational content are the most-used methods content marketers use to nurture audiences.
- 8% of the U.S. digital advertising market will belong to Amazon by the end of 2019.
(Source: eMarketer 2019 forecast data)
- 10% of consumers make purchases using smart speakers or home assistants.
(Source: Adobe Branded Content Survey 2019)
- 11% of marketing budgets are spent on mobile. (Source: The CMO Survey, 2019)
- 13% of CMOs and CMO equivalents are people of color. (Source: Association of National Advertisers CMO Scorecard Survey 2018)
- 14% of U.S. consumers are confident that the social media industry keeps their data secure. (Source: SAS Data Privacy Survey)
- 17% of lead-generation marketers use chatbots. (Source: HubSpot State of Email Lead Capture 2019)
With their rising implementation, we even placed chatbots in the number three spot on our list of “6 Top Digital Marketing Trends for 2019,” along with other artificial intelligence and machine learning technologies.
Microsoft’s Purna Virji has been involved in improving both chatbots and voice search, and during the last Pubcon Las Vegas conference I covered her fascinating presentation in “How to Optimize Customer Experience with AI – Top Tips from Microsoft’s Purna Virji.”
- 18% of Americans 18+ now own a Smart Speaker, some 43 million people. (Source: NPR / Edison Research Smart Audio Report 2018)
- 19% of all purchases are caused from word-of-mouth, with 90% influenced from word-of-mouth. (Source: Talk Triggers, Jay Baer / Daniel Lemin, 2018)
Such recommendations from friends were also shown to be the second most effective way that consumers find out about a new brand or product before buying, as shown in the following Animoto chart.
- 24% of overall marketers are running ongoing influencer programs. (Source: Brian Solis, Altimeter Group Influencer 2.0 Report)
B2B brands stand to benefit from collaborating with influencers, and we recently worked with B2B experts Whitney Magnuson of IBM, Rani Mani of Adobe, Luciana Moran of Dun & Bradstreet, Martin Jones of Cox Communications, and Konstanze Alex, PhD of Dell, to share some of their advice on running successful ongoing influencer marketing programs, in “How Can B2B Brands Benefit from Collaborating with Influencers? Let’s Get the Scoop from the Experts.”
[bctt tweet="Working with B2B influencers allows our brand to have a constant pulse check with purchase decision-makers. @konstanze @dell" username="toprank"]
- 24% of the U.S. population will listen to at least one podcast monthly by 2022. (Source: eMarketer, August 2018)
This statistic helps make clear that if your brand is looking to reach new audiences, there’s never been a better time to add podcast creation to your content marketing toolkit.
The New York Times has just published a piece looking an new survey results showing the biggest increase in podcast listeners yet, with one in three in the U.S. tuning in to at least one podcast every month, as shown below.
[bctt tweet="“Your target audience is likely spending a significant amount of time listening to podcasts already. And those who already listen to at least one podcast are likely to be on the lookout for more.” — Joshua Nite @NiteWrites" username="toprank"]
- 25% of consumers are annoyed by content that is too personalized. (Source: Adobe Branded Content Survey 2019)
- 26% of American adults admit to being online “almost constantly.” (Source: Pew Research Center January, 2018 Survey)
- 28% of words on an average webpage are actually consumed. (Source: Nancy Harhut & Associates, 2018)
Knowing how to best make use of those words that will be read is key to content marketing success, and BuzzSumo and Backlinko recently studied the performance of key elements in blog posts, pulling statistics from 912 million posts, as shown below.
- 32% of marketers are not confident in their knowledge of artificial intelligence. (Source: EverString / Heinz Marketing 2018 Report)
- 37% of B2B organizations expect their marketing spend to increase in 2019. (Source: Spiceworks 2019 State of IT)
- 38% of U.S. adults expect brands to reply within an hour on social media. (Source: Clutch 2018 Survey)
- 40% of LinkedIn members visit each day. (Source: The Social Media Manager’s Guide to LinkedIn)
- 45% of consumers abandon content not displaying well on their device. (Source: Adobe Branded Content Survey 2019)
- 46% of marketers segment demand generation activities by personas. (Source: CMI Using Content Marketing Survey 2018)
Audience research trends were recently the subject of a survey from the Content Marketing Institute and MarketingProfs, with some of the results shown below.
- 47% of Instagram users watch Stories at least weekly. (Source: SimilarWeb / Recode, 2018)
The use of the popular “stories” format has grown on Instagram, and stories have made their way to most other major social media platforms. With this move comes an increased need for guidance in making most of the format, especially among B2B marketers.
How 200 leading global brands are utilizing the stories format was the subject of a Buffer study, with the format’s growth on various social media platforms shown in the following chart.
We’ve explored this in “What You Need to Know About Instagram Stories for B2B Marketing” by our own Nick Nelson, who also looked into how best to use Facebook Stories, with his helpful “The Future of Connection on Facebook: How Stories May Change the Marketing Game.”
[bctt tweet="Much like #FacebookStories, #InstagramStories offer a nascent playground for #B2BMarketing. If you’re looking to experiment with new channels as you peer ahead to 2019, these both stand out as great opportunities. - @NickNelsonMN" username="toprank"]
- 47% of dads in the U.S. with a household income of $100K+ use Pinterest. (Source: MarketingDive Pinterest analysis, May 2018)
- 50% of buyers plan to spend more on social media video advertising in the next 12 months. (Source: IAB Video Ad Spend Study, April 2018)
Statistics consistently show video’s increasing effectiveness in social media marketing, whether it’s live video on Twitter, or video’s growth on LinkedIn, as we explored during the last Content Marketing World conference in “Allen Gannett Shares His Secrets to Racking Up Millions of LinkedIn Video Views #CMWorld.”
Live video has now also made its way to LinkedIn (client), with the launch of LinkedIn Live to build on the success of its standard video offerings, which were already the fastest-growing format on the platform.
Video has the power to deliver compelling messages, as shown in the following image from Digital Vidya.
- 50% of marketers say producing content consistently is a top challenge. (Source: CMI / MarketingProfs 2019 B2B Content Marketing Benchmarks, Budgets & Trends)
- 53% of marketers who haven’t already implemented artificial intelligence in some fashion plan to do so in the next 12 months. (Source: Provoke Insights Study 2018)
- 57% of B2B organizations focus on paid search to drive lead generation. (Source: Spiceworks 2019 State of IT)
- 65% of teens say that Instagram is the best way for brands to reach them. (Source: Piper Jaffray Taking Stock with Teens Spring 2018 Survey)
This statistic points out the importance of knowing where your particular audience is most likely to spend time, so that you have the best chance of reaching them. It’s worth comparing the social media channels your business uses to make sure they align with where your audience will be.
Buffer recently released its 2019 State of Social report, offering an in-depth look at what digital marketers are focusing on and an examination of trends and how the industry is changing, with data such as the chart below.
- 67% of marketers plan to increase their influencer marketing budget in the following year. (Source: Milkwhale, Buying Under the Influence, 2018)
- 68% feel their social life would suffer without Facebook. (Source: The Atlantic survey, June 2018)
- 68% of bloggers publishing daily report strong results. (Source: Orbit Media 2018 Blogging Trends Survey)
- 69% of agencies always or frequently use storytelling. (Source: CMI Agency Content Marketing 2019)
- 69% of consumers prefer chatbots for quick communication with brands. (Source: Salesforce 2018 State of Chatbots Report)
Artificial-intelligence-powered chatbots have seen a rise is use, with 85% of customer service interactions expected to use the technology by 2020 (Gartner). MarketingProfs and Headway Capital took a look at implementing chatbots for Facebook Messenger, as partially shown below.
- 70% of millennials on Twitter have commented on companies’ customer service. (Source: Sprinklr / Twitter 2018 U.S. Adults Survey, AdWeek)
- 70% of B2B marketers say their number one digital marketing objective is generating more or higher-quality leads. (Source: DemandWave Survey)
- 71% of digital marketers use employee ambassadors or want to for future campaigns. (Source: Sprout Social Index 2018)
- 71% of people say they find sponsored videos on their Facebook feed to be relevant or highly-relevant to them. (Source: PROMO Online Video Statistics and Trends 2018)
- 72% of brands had influencer marketing in their budget for 2018. (Source: Brian Solis, Altimeter Group Influencer 2.0 Report)
- 73% of millennials are less likely to buy from brands with negative comments on social media. (Source: Sprinklr / Twitter 2018 U.S. Adults Survey, AdWeek)
- 75% of millennials and GenZers expect “seamless handoffs between departments and channels, and contextualized engagement based on earlier interactions.” (Source: Salesforce Trends in Customer Trust 2018)
- 79% of marketers say they will run a holiday campaign on social this year. (Source: Animoto 2018 State of Social Video Marketer Trends)
- 79% of CMOs rate social media as an extremely or very important media channel. (Source: Nielsen CMO Report 2018)
Even among firms on the Inc. 500, social media has remained a major factor over the past several years. A recent study by the Center for Marketing Research at the University of Massachusetts Dartmouth took a close look at how these top firms utilize social media, as shown below.
Study data of smaller firms has also shown the importance of social media marketing, such as the infographic from ZipSprout that MarketingProfs examined recently, as partially shown below.
- 80% of people would rather watch live video from a brand than read a blog post. (Source: Uscreen — Where’s Video Going? 2018)
The prominence of both standard and live video has continued to expand, with some five billion videos viewed daily on YouTube alone, and a recent report and infographic from Renderforest digs into some of the numbers behind the growth, as shown below.
- 82% of consumers of online business content have purchased a company’s products or services as a result of content marketing. (Source: Clutch Content Marketing Survey, August 2018)
- 82% of buyers wish B2B had the creativity associated with B2C. (Source: Propeller Insights / WHM 2019, MediaPost)
Now here’s a statistic that hits home for us, as we have recently been working hard to extoll the merits of bringing the creativity and energy often associated with B2C into the world of B2B.
In fact, we dedicated an entire guide to just this subject, with our “Break Free of Boring B2B Guide,” featuring more than a dozen top B2B Marketing Exchange speakers from firms including Google, 3M, Demandbase, Fuze, and others.
Check out the guide below, or click here to view the full-screen Break Free from Boring B2B experience.
- 87% of B2B audiences find content online through search engines. (Source: Clutch — How B2B Audiences Engage Study 2018)
- 90% of Pinterest users say the platform helps them decide what to purchase. (Source: Gfk research data 2018, MediaPost)
- 95% of B2B buyers view content as trustworthy while evaluating a company and its offerings. (Source: iScribblers 2018)
- 375% — The increase since 2013 in millennial travelers’ use of Instagram. (Source: Portrait of American Travelers 2018-2019, MMGY Global, MarketingDive)
- 636.3 — The number of minutes the average American will spend daily with media in 2018. (Source: Publicis / Zenith 2018 Media Consumption Forecast, MediaPost)
A Sum Greater Than The Parts — Digital Stats Wisdom
I encourage you to use these digital marketing statistics to create meaningful experiences that inspire, and to help guide and shape your campaigns, as industry knowledge backed by quality research can infuse your work in any area of marketing with both new energy and possibilities.
You can also keep up with new statistics and research by following the TopRank Marketing blog, which recently celebrated its 15th year of covering digital marketing, or come see us in person at an upcoming conference.
Our CEO Leo Odden will be presenting this week at inOrbit 2019 on March 14 - 15 in Slovenia, followed by Clever Content Conference 2019 on April 9 - 10 in Denmark, and at Content Marketing Conference in Boston on April 16 - 19, each a great opportunity to learn how to best put those statistics to use.
The post Around the World in 50 Captivating Digital Marketing Statistics appeared first on Online Marketing Blog - TopRank®.Read More »
Want to create better social video content? Looking for tips and tools to try? In this article, 10 video experts share the tactics and tools they use to create successful video content. #1: Simplify Live-Stream Production Flow With Elgato Stream Deck One of my favorite live-streaming tools is Elgato Stream Deck, a video switcher that’s […]
The post How to Improve Your Social Video Content: 10 Tips From the Pros appeared first on Social Media Marketing | Social Media Examiner.Read More »