• Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data

    Infographic: What Marketers Really Think About Artificial Intelligence A new infographic shows 47% of marketers consider artificial intelligence (AI) to be over-hyped. In addition, 43% of marketers believe vendors overpromise and underdeliver when it comes to AI. These may increase convenience and service levels for some customers, but many remain doubtful that this will take off in a big way. This is currently available in their beta version for some users, with a larger rollout pending. The SEM Post The State of Video Marketing: Distribution, Topic, and Budget Trends Marketers are saying that social media brings them the highest ROI for digital video distribution, followed by email. MarketingProfs Hulu Hits $1 Billion Ad Milestone In 2017, Hulu hit a record for video advertising revenue at $1 billion. They also saw a 40% rise in subscribers year-over-year in 2017 for video-on-demand and Live TV products. AdWeek Why Brands Will Go To Extremes — Lengthwise — With Digital Video In 2018 Marketing Dive reports: “In 2017, marketers spent 2x as much on online video than they did on TV ads. While standard 30-second ads aren’t going away, brands are increasingly experimenting with a wide array of video formats that push extremes length-wise.” Marketing Dive Google Is Sunsetting Adwords Review Extensions Next month, Google will be removing the text ad extensions that allow advertisers to highlight 3rd-party reviews within their ads. Social Media Today On the Lighter Side: M&M’s debuts touchdown dance contest for Super Bowl – Mobile Marketer Billy Mann Discusses Video Humor as a Tool for Marketing – Small Biz Trends TopRank Marketing In the News: Debbie Friez – 2018 Digital Marketing Trends From 20+ Marketing Experts – Hot in Social Media Josh Nite – Annual Content Planning: How To Kickstart Filling Your Editorial Calendar – HeidiCohen.com Lee Odden – What’s Trending: Bring It On, 2018 – LinkedIn Marketing Solutions Lee Odden – Social Media Experts and Influencers, to Follow in 2018 – SocialChamp Lee Odden – 5 Expert Tips To Refine Your Content Marketing Strategy For 2018 – Marketing Insider Group Lee Odden – Meet the Top 21 B2B Influencers to Watch in 2018 – B2B News Network Lee Odden – How To Research and Create Evergreen Content – BuzzSumo What was the top digital marketing news story for you this week?
  • How Content Marketing Can Save Your Digital Marketing Strategy

    But, interestingly, I’ve started to see an increasingly larger opportunity for content marketers to play a true leadership role in that broader marketing strategy. Content marketing strategy can be the foundation for a nonexistent integrated digital marketing strategy. 56% (17 of the 30, mostly B2B) said their company had no current integrated digital marketing strategy where they could roll up a broader view of all the PR, paid media campaigns, social media efforts, lead nurturing, or content-focused platforms. If, as we believe, successful content marketing is best served as a multiplier to an integrated marketing strategy, it stands to reason that having an understanding of that marketing strategy would be an important component. One of the underlying causes of frustration about the efficacy of content marketing as a strategy may be that content marketers don’t understand the business’ overall strategy of digital marketing very well. This is an opportunity to lead. Content marketing: The heart of a digital marketing strategy One interesting opportunity I’ve seen of late is how a foundational content marketing strategy can act as a catalyst for the broader, integrated digital marketing effort. If we can get to a foundational and strategic content marketing approach – we may just find the heart of a central and integrated digital marketing strategy. Example: Tech company finds integrated digital approach I’ve been working with a division of a 50-year-old global technology company in the midst of transforming from a largely event- and sales-driven (i.e., telesales) strategy into a digital content and marketing-driven strategy. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” You can hear Robert on his weekly podcast with co-host Joe Pulizzi, "This Old Marketing”.
  • 4 Ways to Increase Customer Engagement With Social Media Direct Messaging

    Create a Community People Want to Engage With No matter the medium, if you’re going to increase customer engagement, you first have to create a community in which people want to participate. Although that might sound like stating the obvious, you’d be surprised by the number of companies that make the assumption customers will naturally want to engage with them. Know the Audience on Your Platform When it comes to direct messaging, one important element to focus on is the audience you’re trying to engage and how people prefer to communicate on any given platform. Another thing to be mindful of is each platform’s character count per message. Create a rubric for your brand’s voice, including popular responses to common direct messages. Additionally, don’t forget to include a list of “don’ts” for your brand, highlighting problem areas you’ve encountered in the past. Be Available as Much as Possible As useful as direct messaging can be for sales, it’s also a primary customer support channel. More and more people are turning to social media for their complaints and inquiries, which means you need to be available to answer their call as much as possible. Remember, people are more willing to voice their negative opinions of a brand, so you want to find ways to turn those interactions into positive moments of engagement to create brand enthusiasts. What are some customer engagement strategies you’ve found successful with direct messaging?
  • How to Make a Blockbuster Twitter Video for Your Business

    Why use Twitter video? How to record and share a Twitter video from the mobile app Tap the Tweet icon. Tap Tweet to share your video with a message. Tap Tweet to share your video with a message. How to upload and share a Twitter video from your desktop Click the Tweet button. How to create a live Twitter video from the mobile app Tap the compose icon. Tap the live video icon. Click Choose files to upload, select the video file and then click Open, or drag and drop a video file from your desktop. How to create promoted videos You can run Twitter video ad campaigns and promote your video content using Twitter ads. Reply to tweets Responding to tweets demonstrates that your account is active and engaging with people, which may inspire new people to follow you.
  • Facebook, Google, Amazon: Which Ad Channel Is Right for Your Brand?

    Consumer brands can advertise to prospects on so many channels. Facebook Facebook is where consumers discover products — when they are not aware of a brand or product. Google Google is where consumers research goods by searching for a brand, a product, or a general solution. But Google’s platforms are limited to shoppers searching for those products. If consumers are not aware of your product or brand, it will be difficult to target them. Amazon Amazon is where consumers make a purchase. This puts Amazon’s advertising capabilities at the middle section of the consumer purchase journey, where shoppers are considering alternative products and then completing the purchase. Amazon offers just three ad types: Sponsored Products, Headline Search, and Product Display. Amazon is notoriously reticent to share customer data with advertisers. Which platform to choose?
  • 12 Key Strategies to a Successful Crowdfunding Campaign

    Projects funded via crowdfunding platforms are also wide-ranging. But not all of these projects and campaigns do well. Before you even start your crowdfunding campaign,do your research. Remember that the right platform will help you connect to your target market and potential investors. Before you create any marketing materials or post your campaign live, do the research necessary to become familiar with your target audience. When starting a crowdfunding campaign, set goals. While you're not required to reward your investors, offering something in return for their support makes for a more successful campaign. Opening up about yourself and your situation is a great way to help your campaign see more success. Feedback, although frustrating at times, is extremely important for you to make progress -- especially if you're working on a product. If you follow through on your promises, you'll not only build credibility for any future projects, you'll also avoid disappointing your investors.
  • CES Attendees Make Light of CES Blackout in Hilarious Tweets

    Oh, the irony! Beginning at 11:15 a.m. the power went out in the Central Hall and South Hall bridge meeting rooms in the Las Vegas Convention Center. While power was restored in the South Hall within minutes, it took around two hours for the Central Hall to escape the darkness. Social media analytics company Crimson Hexagon parsed Twitter data and found that, by Thursday morning, nearly 4,200 tweets had been posted about relating to the incident. According to an email I received the company, 53.8 percent of those tweets can be characterized by joy, 18.9 percent by anger and 17.8 percent by sadness. In other words, most people got a kick out of it. #CESblackout pic.twitter.com/xObxxxHvQe — Intel (@intel) January 10, 2018 Hey Siri, switch on the lights. #cesblackout pic.twitter.com/BleGC38X8b — Vinotecture (@vinotecture) January 10, 2018 Juggler making most of #lightsout at #ces pic.twitter.com/u0XeJ72yO5 — Ty Pendlebury (@typendlebury) January 10, 2018 If you are in Central Hall, please go save the Sony Aibos. #CESBLACKOUT pic.twitter.com/74JD77D59C — ISPNtweets (@ISPNtweets) January 10, 2018 Our booth looks a little bit different this year... #CESblackout #CES2018 pic.twitter.com/W7Wtjy3Pqy — Texas Instruments (@TXInstruments) January 10, 2018 Caught in the #CESBlackout? @alyssabereznak on the oral history of the #CES power outage: https://t.co/JU3RjJKUxB — The Ringer (@ringer) January 11, 2018 And when the power was restored: We have confirmation that #CES2018 is indeed lit — CES (@CES) January 10, 2018
  • Death by 280 Characters: How to Avoid Viral Social Media Blunders

    Now that social media has become the face of the company to many consumers, brands must rethink how they handle their social accounts. A combination of better training, processes and personnel can prevent unwanted social media attention. Companies must be cautious when selecting people to represent them online, but they also must tread carefully when training personnel and building the processes that guide social media communications. By focusing on these three areas, smart companies can create a social media response culture that presents the best face of the brand: 1. Establish a clear social media process. If your company wakes up to a massive blunder, know who will be responsible for approving response content. Southwest even involved its COO, adding weight to the response and making customers feel like their problems were heard. Social media skills are easier to learn than the subtleties of company culture. When brands pull together a team of young and trendy people to run their social media accounts, they fail to remember that those people will do more than craft humorous tweets -- they’ll also field all customer questions. Per eMarketer, nearly 89 percent of American companies with 100 or more employees rely on social media for marketing.
  • 8 Actionable Instagram Marketing Tips

    So when it came to finding the best Instagram strategy, I turned to social media studies. Here are the eight tips to guide your Instagram strategy: Instagram’s young audience likes current, creative and useful content Posting frequency is not as important as posting consistency There isn’t a universal best time to post on Instagram Businesses cannot ignore Instagram Stories Using both hashtags and location tag drives the most engagement Videos might overtake images as the most engaging type of content User-generated content drives growth and conversions Caption length doesn’t affect engagement 1. Union Metrics’ whitepaper mentioned two important points: Your audience might not be used to seeing several posts per day from you You might not have the time to create so much content and maintain your content quality Instagram strategy takeaway: Posting more frequently is great if your audience likes to see multiple posts per day from you and if you have the resources to constantly produce high-quality posts. Which posts did better? They found that 45 percent of the brands in their study are using Instagram Stories at least once per week. When studying the Instagram accounts of the top 100 global brands in 2014, Simply Measured found that 88 percent of their posts include at least one hashtag. In the same study, Simply Measured found that posts with at least one hashtag generated an average of 13 percent more engagement while posts with a location tag received an average of 29 percent more engagement. Instagram strategy takeaway: If you want to increase your Instagram reach and engagement, use hashtags and location tag if possible. Related: What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content While it might seem that images are still the best content type on Instagram, there are some observations by News Whip that suggest videos might become the best content type soon. When News Whip studied the top 20 publishers that post the most engaging Instagram videos, they found that the average video length is 30 seconds.
  • How to Set Your Social Media Goals For 2018

    In this post we’re going to look at setting your goals based on what you’ve done so far and how you should adjust it so you’re getting the most out of your content marketing. If you’ve never taken stock of your social media or set goals, then this is the article for you. If you don’t have it already then getting Google Analytics set up is necessary. One of our online marketing experts can do it very quickly and once you see what you can find out about your website you’ll be amazed. This will show you just how many people have clicked on your social media posts and landed on your website. Try putting some of that effort into Instagram if your target market is also on that platform. Look at your reports and if you used Pinterest see if your stats align with this. Post genuine content about your business and share content you see as having sincere value to people interested in what you do. You are spending your time marketing yourself on social media for a reason and if you have professional social media experts helping you then you’re spending your money too. Your main goal out of all of it is: did this help my business?
  • At CES, Netflix Shows Off … Lab-Grown Bodies?

    Image credit: via PC Mag This story originally appeared on PCMag Netflix has a booth here at CES, but it's easy to miss. The signage out front? Psychasec, a Silicon Valley "company" that can download human minds into new bodies. In reality, the booth is a marketing campaign for Netflix's upcoming sci-fi series Altered Carbon. As a result, people can live forever, exchanging old bodies for new ones, even switching genders. Sound a bit bizarre? "Anything you can design, we can achieve here at Psychasec." On display are videos explaining the company's "technology" and its "cortical stack," which facilitates the mind transfer. Psychasec employees will also show you a catalog of lab-grown bodies on offer. Deep inside the booth is another lab-grown body -- this one still in its package.
  • 8 Actionable Instagram Marketing Tips

    So when it came to finding the best Instagram strategy, I turned to social media studies. Here are the eight tips to guide your Instagram strategy: Instagram’s young audience likes current, creative and useful content Posting frequency is not as important as posting consistency There isn’t a universal best time to post on Instagram Businesses cannot ignore Instagram Stories Using both hashtags and location tag drives the most engagement Videos might overtake images as the most engaging type of content User-generated content drives growth and conversions Caption length doesn’t affect engagement 1. Union Metrics’ whitepaper mentioned two important points: Your audience might not be used to seeing several posts per day from you You might not have the time to create so much content and maintain your content quality Instagram strategy takeaway: Posting more frequently is great if your audience likes to see multiple posts per day from you and if you have the resources to constantly produce high-quality posts. Which posts did better? They found that 45 percent of the brands in their study are using Instagram Stories at least once per week. When studying the Instagram accounts of the top 100 global brands in 2014, Simply Measured found that 88 percent of their posts include at least one hashtag. In the same study, Simply Measured found that posts with at least one hashtag generated an average of 13 percent more engagement while posts with a location tag received an average of 29 percent more engagement. Instagram strategy takeaway: If you want to increase your Instagram reach and engagement, use hashtags and location tag if possible. Related: What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content While it might seem that images are still the best content type on Instagram, there are some observations by News Whip that suggest videos might become the best content type soon. When News Whip studied the top 20 publishers that post the most engaging Instagram videos, they found that the average video length is 30 seconds.
  • The Five Top Trends That Will Shape Influencer Marketing in 2018

    A Sizable Shift to Influencer Marketing In 2018, ad spending for brands will continue to shift from print and broadcast to digital and social media, and a considerable portion of marketing budgets will be allocated to influencers. Influencer marketing will no longer revolve around one-off campaigns; it will instead become an always-on strategy. Brands are now more aware than ever of the advantages of amplifying messages among smaller, hyper-targeted audiences; accordingly, as more budget is progressively allocated to influencer marketing, many are looking beyond follower counts and focusing on actual engagement. Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings. In fact, determining the ROI of influencer marketing campaigns has been cited by most marketers as their top challenge year after year. Such verification goes beyond validating follower count to making sure no bots are involved and to reviewing engagement metrics and actual reach. More and more brands are now entering the influencer marketing space with clear and measurable goals. Others are using promo codes and affiliate links to measure an influencer's impact on sales. Companies are already creating content for their owned channels, so why not empower their employees to share this content and generate additional reach? Employee social advocacy helps to maximize a brand's social media footprint by connecting it to new audiences.
  • The Simple Facebook Trick That a Lot of People Never Get Right

    In this video, Entrepreneur Network partner Neil Patel explains how a Facebook cover photo can help you and your business better connect with fans, friends and colleagues. It's a simple thing, but many people waste this opportunity by filling that area with whatever fits. For example, Patel often features a picture from Brazil in his cover photo slot. Because he and his business have invested a lot of time and energy into expanding there. That way, people know instantly when they come to your page what you have to offer. Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre. EN is partnered with hundreds of top YouTube channels in the business vertical. Click here to become a part of this growing video network. Conversation BoldItalic Text size Small Normal Large Numbered listBulleted listQuote Add Photo Formatting Post TermsPrivacy Add Spot.IMAdd Spot.IM to your site
  • Powerful Habits, Potent Engagement, and a Double Dose of Pink

    How’s your January going? I’ve been having a great time looking at our publishing themes and brainstorming cool new topic ideas with our editorial team. This week kicked off with a discussion about habits (which are the super secret decoder rings that allow you to make all the stuff you want to make) from our Data Analyst and Motorcycle Maven, Loryn Thompson. She shared her techniques for using all of that distracting screen time wisely and in service of her goals. (And you know, sometimes, those goals include relaxing and goofing off, too.) Want people to have that reaction to your own work? Check out the post here: Attract Better Clients and Customers with the ‘Chuckle Point’ Technique. I talked about one of my favorite things on Wednesday — adding more artistry to our content. We’ll be talking lots about the “killer and poet” this year. by Loryn Thompson by Stefanie Flaxman by Sonia Simone by Sonia Simone by Kelton Reid by Brian Clark