Category: Advertising 1

B2B Marketing News: LinkedIn’s 2021 Planning Report, Traits of Top B2…
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LinkedIn Shares New Usage Insights for Your 2021 Planning [Infographic]
Microsoft-owned LinkedIn (client) has released updated usage statistics showing that the professional social network’s LinkedIn Live video streams have increased by 89 percent since March, along with strong levels of member engagement — two of numerous statistics of interest to digital marketers. Social Media Today

Google Question Hub Is Open & It’s A Great Way To Find Content Ideas
Google has rolled out a new service showing unanswered search question data, offering U.S users access to its Question Hub for the first time — a feature previously only available in three non-U.S. nations. Search Engine Roundtable

Why B2B marketers need to bet big on ‘The Big Long’
Brand investment is key for providing business value according to data from the 2030 Marketing Trends report from Linkedin’s The B2B Institute, and Marketing Week explores five of the key benefits that come from building a B2B brand. Marketing Week

The Top 20 Content Marketing Hashtags, Topics, and Searches
71 percent of content marketers use a digital marketing hashtag alongside their content marketing tag, while strategy, SEO, and social media are the top three topics discussed with content marketing, according to newly-released study data from SEMrush examining more than 600,000 tweets and Google searches, the firm announced. MarketingProfs

Most Covered Terms Of 2020: ‘COVID-19,’ ‘Digital,’ ‘Personalization,’ ‘Meaningful’
COVID-19, “meaningful” and “personalization” led the way when it came to the most covered search terms during 2020 at MediaPost, in its annual look at the most-referenced terms of the year. MediaPost

Bing Webmaster Tools adds crawl requests, crawl errors & indexed pages to performance report
Microsoft’s Bing has added new functionality to its Bing Webmaster Tools utilities, with additional metrics that can aid marketers in spotting potential trouble-spots, the firm recently announced. Search Engine Land

Emerging New Brand Role: Enabler Of Personal Innovation
Brands increasingly see success when they create conditions that foster personal innovation, according to recently-released annual trend report data showing a variety of new forms of interaction and brand-shaping. MediaPost

Amazon acquires podcast network Wondery
Amazon has acquired the podcasting network Wondery, the firm recently announced, noting that the newly-acquired podcast network will be added to Amazon Music, offering new opportunities for digital marketers seeking to promote podcast content. TechCrunch

Apple Granted Patent Supporting Further Development Of Search Technology
Apple has received a patent that will allow it to delve further into search engine functionality, with domain-based influencer scoring among the firm’s search technologies that were granted a patent, Apple recently announced. MediaPost

Fortella Releases “State of B2B Marketing: 2021” Report, Examines the Traits of Top-Performing Marketing Departments
64 percent of B2B marketers find budgeting resources to be a top challenge, followed by tracking, quality data, and finding the right talent, according to recently-released survey data exploring top challenge strategies and tactics employed by marketing executives at leading B2B companies. MarTech Series

ON THE LIGHTER SIDE:

A lighthearted look at “we’re going agile” by Marketoonist Tom Fishburne — Marketoonist

Adweek’s Most Popular Online Stories of 2020 — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

SAP — Global CMO of SAP Discusses Intersectionality in The Business of Marketing — Adweek

Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for another edition of our B2B marketing news, and we hope that you will return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: LinkedIn’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations appeared first on B2B Marketing Blog – TopRank®.

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January 8, 2021
UNLOCKING INSTAGRAM FOR MICRO, SMALL AND MEDIUM BUSINESSES GLOBALLY

ALMOST ONE THIRD INTERNET USERS USE INSTAGRAM! Instagram with its 700 million active user base has positioned itself as the preferred platform for business across the world. Most viewed Instagram stories are from business accounts and consumers have already spent billions of dollars purchasing Instagram recommended goods and services.

Let us dive straight into how it all works?

1. Creating an Instagram Business account or converting your existing personal account

Most of you reading this will already have a personal Instagram account. If your content is updated, niche, and creative you can just simply convert your personal account to a business account. Or you can simply just create a new Instagram Business account.

2. Development and implementation of successful Instagram Strategy

When it comes to defining your brand’s unique selling point, you need to first define your geographies and target demographics to set a clear objective for your planned business activities. We at TIQ, are experts in creating a successful Instagram business model for your business so that you can just plug and play your content. Schedule your free consultation!

3. CONTENT, CONTENT, CONTENT

It goes without saying that to reach your audience and place yourself as a desired brand your content needs to be authentic with a concise call to action system. Creating your content calendar and optimising your existing creatives will make you stand apart from your competitors.



4.  Metrics, Maths, and More

YES! There are various tools both free and paid across the internet which provide you the ability to measure your goals and revisit your expectations for every campaign. Some of the best tools available are Buffer, Hootsuite, Sprout, and SkedSocial. Check them out!

Now let me share some professional TIPS from our experts at Technocratiq to boost your businesses social media presence

1. First impression will last forever, your time is now!

2. Integrate your social media marketing with a unified message across platforms.

3. Engage with your audience, provide that value they have been looking for!

4. Manage your reputation and build a credible brand with trusted reviews

5. Start with one platform, then build on it.

6. Document your day to day operations for content, it will be easier to document than to create.

Let your audience feel they are in control and prioritize quality over quantity. Create a great lasting brand and reach a global audience for your business through Instagram marketing. Contact us to know more about how Instagram is made for your business.

December 1, 2020
B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act
B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum

Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today

WordPress can now turn blog posts into tweetstorms automatically
WordPress has rolled out a new feature that allows entire posts created in the content management system to be shared and discussed on Twitter, including accompanying images and video, with support for multiple Twitter accounts, the firm recently announced. TechCrunch

Facebook & Instagram Drop Support For WordPress Embeds
Facebook and its Instagram platform will both cease supporting the traditional and widespread form of WordPress embedding, as unauthenticated embeds won’t work after an October 24 API update — a change aimed at driving publishers to create Facebook Developer accounts and use the oEmbed embedding format, Facebook announced recently. Search Engine Journal

Marketers Got Hyper-Relevant Advertising Messages Wrong, Study Finds
Brands achieve a 26.7 percent higher chance of gaining new customers when they target using a goal-driven advertising message mindset compared to an item-driven one, according to recently-released survey data that points out possible consequences of overly-specific ad targeting. MediaPost

Google Podcasts Manager shows you search impressions and clicks from Google Search
Google has launched a podcast performance monitoring and reporting system — Google Podcasts Manager — that shows how people find podcasts and what their listening habits are, among other new podcast-related data, Google recently announced. Search Engine Land

Key Takeaways From Congress’ Digital Competition Report
Amazon, Apple, Facebook and Google are being urged to implement changes that would promote increased interoperability when it comes to digital advertising, and Adweek takes a look at some of the findings from the nearly 450-page U.S. House Judiciary Committee’s Antitrust Subcommittee report. Adweek

YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
YouTube has begun testing interactive product tags within certain videos, including new integration with Shopify that could lead to more streamlined clickable products within video content, the video giant recently announced. Social Media Today

Google Assistant Opens, Searches, Completes Functions In Mobile Apps Using Voice
Google has enhanced its Google Assistant service with new voice search features for users of Android apps, including functionality to post to social media platforms, the firm recently announced. MediaPost

Performance Marketing Budgets to Increase as Marketers Chase ROI
42 percent of B2B marketers plan to increase budgeting for performance marketing initiatives by up to 20 percent over the next year, and 18 percent say they will increase those budgets by over 20 percent — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “product choice overload” by Marketoonist Tom Fishburne — Marketoonist

Coworker’s Sly Smile In Zoom Meeting Suggests Separate Chat Happening Right Now — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — Roundup Debate on why people follow influencers — DearMishuDad
- Lee Odden — The Employees as Influencers – Insights from Adobe — Jason Falls
- Nick Nelson — 10 Important Building Blocks for Small Business Success — Small Business Trends
- Lee Odden / TopRank Marketing — The State of B2B Influencer Marketing [Research] — V3Broadsuite
Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for taking the time to join us for the weekly B2B marketing news, and we hope that you will come back again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act appeared first on B2B Marketing Blog – TopRank®.

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October 16, 2020
B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook
Trends to follow in 2020

US B2B Digital Advertising 2020
B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer

The ‘Purpose Gap’ Facing Many B2B Brands
86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs

How Bad Data Hurts B2B Companies
88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren’t certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report

Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek

Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch

Global brands advance towards ‘holy grail’ of cross-media measurement
An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA’s Cross-Media Working Group recently announced. The Drum

Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal

LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch

New open source robots.txt projects
Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog

What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist

Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Lee Odden — Stop Telling The Same Old Story — Mark Armstrong

Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends

TopRank Marketing — Why Convenience Is Essential — Forbes

Have you found your own key marketing stories from the past week of news? Please let us know in the comments below.

Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook appeared first on Online Marketing Blog – TopRank®.

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September 25, 2020
B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection
COVID-19 drives more business to B2B marketplaces
Global marketplace growth is being led by the B2B segment, with sales expected to hit $3.6 trillion by 2024 — up from $680 billion in 2018 — according to recently-released report data of interest to digital marketers, which also showed that 89 percent of purchasing managers are spending at least the same or significantly more because of pandemic circumstances. Digital Commerce 360

How Committed Are Big Advertisers to Content Marketing?
Over the past two years major advertisers have doubled their commitment to content marketing, with 52 percent of senior-level marketers saying their firm is strongly committed to content marketing — up from 26 percent two years ago, according to recently-released survey data from the Association of National Advertisers (ANA) and The Content Council. MarketingProfs

The Pandemic Pushes A Rebound in Mobile App Opens
Technology, Internet and productivity app opens saw a 55 percent year-over-year increase from March through June, with business app opens up 26 percent and finance and insurance industry app opens seeing a 22 percent rise, according to newly-released report data highlighting strong positive shifts from app opens during March. MarketingCharts

Facebook Announces Beta Launch of ‘Horizon’ VR Social Experience
Facebook has launched a test version of its Horizon virtual reality (VR) social media experience, offering features for collaboration along with social interaction elements — available via waiting list — the firm recently announced. Social Media Today

Influencer Followers Will Continue Spending More Time on Social Media After Restrictions Lift
Among U.S. and U.K. consumers who follow social media influencers, 72 percent said they have spent more time using social platforms during the pandemic, and 64 percent also said that they are likely to continue the same level of usage during post-pandemic times, according to recently-released GlobalWebIndex survey data.. eMarketer

LinkedIn lets Page owners view, sort, learn more about their followers
LinkedIn (client) has launched an array of new features for its business pages, including more detailed page follower information, page-related event listings, and new employee content sharing and curation options, the Microsoft-owned professional social media platform recently announced. Search Engine Land

Twitter Tests Replacing ‘Retweets and comments’ with New ‘Quotes’ Count
Twitter has begun testing the use of a combined “quotes” metric comprised of the platform’s longstanding retweet and comment counts, in an effort to visually simplify its user experience elements, the firm has announced. Social Media Today

Google Ads to limit Search Terms reporting, citing privacy
Google has started notifying its Google Ads users that certain infrequently-searched terms will no longer be available in the Google Ads search terms report — a move the search giant says is aimed at protecting user data and maintain privacy standards, Google recently announced. The move has led certain advertisers to question whether the Google Ads change will remove the ability to discover helpful search terms. Search Engine Land

Want to create loyal customers? Get on the bleeding edge of data security
Brand loyalty is tied to strong data privacy, with 31 percent of U.S. consumers seeing it as the most important factor, while 40 percent said that trustworthiness is tops when it comes to brand loyalty, according to recently-released survey data also showing that 42 percent refuse to share sensitive personal data for any reason. TechRepublic

Instagram Carousels Are the Most Engaging Post Type [STUDY]
10-slide carousel posts have seen the highest engagement rates on Instagram, according to newly-released survey data from Socialinsider of interest to digital marketers. The study of some 22 million Instagram posts also shows that the use of carousels has risen faster than video content, while traditional image publication has fallen. Search Engine Journal

ON THE LIGHTER SIDE:

A lighthearted look at “the rise of the customer service bots” by Marketoonist Tom Fishburne — Marketoonist

The hashtag turns 13 — Chris Messina

TOPRANK MARKETING & CLIENTS IN THE NEWS:

Lee Odden / TopRank Marketing — New Report Says B2B Influencer Marketing Still Has Massive Room For Growth — Forbes

Lee Odden — Keynote Lineup for Pubcon Pro Virtual 2020 — Pubcon

TopRank Marketing — Nicht nur für B2C: Wie B2B-Unternehmen von Influencer Marketing profitieren [In German] — Futurebiz

Lee Odden — Monday’s Marketing Minute: The Relaunch — Mack Collier

Lee Odden — What’s Trending: Who Tells Your (Brand’s) Story? — LinkedIn (client)

TopRank Marketing — The Essential Qualities B2B Brands Look for in Influencers — MarketingProfs

TopRank Marketing — MGM Resorts cuts 18,000 jobs, NBA teams to offer arenas as voting locations, and 78% of B2B marketers say prospects rely on influencers’ opinions — PR Daily

TopRank Marketing — Influencer marketing daje pozytywne skutki w marketingu B2B [In Polish] — SOCIALPRESS

Have you located your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for taking the time to join us for the weekly B2B marketing industry news, and we hope you’ll return again next Friday and tune in for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection appeared first on Online Marketing Blog – TopRank®.

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September 4, 2020
IAB’s first publication on blockchain in advertising paints an optimistic picture

Blockchain Report

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic.

The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys the technology, its potential added values — including transparency, reduced fraud and increased efficiency — and looks at several use cases.

Blockchains are distributed ledgers where transactions are open to all participants and, once recorded to the chain, are virtually impossible to change. There is no central authority because blockchain tech is built on various kinds of consensus. The advantage of this approach is trust between parties who don’t know each other, and possibly less fraud because transactions are known.

From the IAB white paper

The report looks at several pilot projects. There’s AdLedger, a non-profit consortium of ad and media companies that is working to mainstream the technology. Los Angeles-based MetaX has launched Ads.txt Plus, which employs blockchain so publishers can maintain and publish their own Ads.txt files of approved suppliers of their inventory. Eventually, authorized sellers might be able to verify authorized sellers even if the sellers’ names aren’t shown.

Kochava’s XCHNG intends to open-source its blockchain framework later this year, based on the idea that insert orders can become smart contracts. And NYIAX has built its blockchain-based environment on Nasdaq’s Financial Framework, but instead of stocks, it adds a new asset class: digital ads.

IAB’s paper is bullish on the technology, noting that this year will see more deployments in advertising, many in the proof-of-concept or pilot stage. By next year, IAB predicts, blockchain could take hold in the industry. But it also notes the challenges, such as improving blockchain’s sluggish performance speed, creating standards for identity management and a raft of legal issues.

The vision is certainly enticing for an ad industry struggling to maintain its balance against fraud, transparency and a new approach to personal data because of the upcoming General Data Protection Regulation (GDPR). Here’s one glimpse of that possible future, outlined in the white paper by MadHive CTO Tom Bollich:

“In the future, we would like to push the ad server out to the edges. Instead of housing user data in a centralized data store, [MadHive’s blockchain project] allows users to keep their data completely private by pushing ad decisioning to the edges — to the users’ devices. For example, can I put an ad server in your TV that is cryptographically sealed and holds your personal information inside of it? The ad server actually asks for advertising as opposed to getting pushed advertising. You never actually tell anyone who you are. That’s the future we see. Can your TV work with your phone, and then maybe even your fridge, to know who you are and give advertisers a deeper understanding of who the user is? We think so — and the blockchain can deliver it.”

Source

February 10, 2018