Influencer marketing takes the textbook on traditional marketing concepts and throws it out the window. Relatively obscure till a few years ago, its popularity has shot through the roof in recent months. A majority of marketers agree that it’s one of the most effective marketing strategies today. As is evident from its ROI when compared to other marketing methods. The average earned media for each dollar spent on influencer marketing is $11.69, across all industries. But enough waxing lyrical about it, let’s take a look at some brands and their incredibly successful campaigns. Maybe you can look to them for some inspiration for your next influencer marketing campaign. 1. Mercedes Benz Most luxury brands want to maintain an air of exclusivity around themselves while coming off as desirable and accessible. Mercedes Benz used influencer marketing to achieve just that and to appeal to a younger audience. They collaborated with Instagram sensation, Loki, the wolf-dog, and his … [Read more...] about 11 of the Best Influencer Marketing Campaigns
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From Marketing Land: How to rank for 'position 0' in 3 simple steps: A featured snippets primerJun 5, 2017 by Stephan Spencer What is a featured snippet, and how can you position your content to rank for one? Columnist Stephan Spencer explains this search feature and provides tips for optimizing your pages for it. WWDC: Safari will block third-party trackers from following users around the webJun 5, 2017 by Ginny Marvin Trackers will not be able to use browsing behavior for ad targeting. Google updates YouTube creator guidelines for ad-friendly contentJun 5, 2017 by Ginny Marvin For advertiser brand safety protections, hateful and incendiary content will not be monetized. Beyond the martech stack: It takes an orchestra to solve the customer experienceJun 5, 2017 by Barry Levine The vision of a customer-focused single entity is becoming the Holy Grail for brands. A tale of two cake smashes: How to choose between live and recorded videoJun 5, 2017 by Brent Hieggelke Should you … [Read more...] about Marketing Day: A featured snippets primer, YouTube updates creator guidelines & more
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the Web. From Marketing Land: Battle Over Data: Disconnect 2 Lets Users Block Tracking On More Than 2,000 Websites It’s an ongoing challenge for marketers: Users say they don’t like to be tracked, but they also say they prefer getting relevant ads and messages as they use the web. This battle over data extends into several marketing areas — search, social media, email and more. Part of this mix is third-party tools that get […] Study: Content Popularity Impacts User Behavior On Facebook, Twitter & Google+ According to an online survey conducted by SurveyMonkey, the popularity of content on Facebook, Twitter and Google+ significantly impacts the likelihood it will be read. Out of 629 participants, 374 were given a survey asking how likely they were to read an article on Facebook that already had 451 Likes. The remaining 255 … [Read more...] about Marketing Day: April 15, 2013
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Two Game Developers Pull Titles From Google+ Google+ is losing a small group of games from two developers. As TechCrunch reported today, EA is pulling the popular Bejeweled Blitz game. An announcement on PopCap’s website says the game will go offline on Monday, June 18th. (EA bought PopCap last year.) Another developer, Wooga, has already pulled its Monster World game. The company […] Marketing Biz: The Week Of The 900 Pound Gorilla Marketing news this week was dominated by 900 pound gorillas: Apple, Facebook, Google and Twitter. Here’s a look at how they jousted with each other and where it might lead. Apple Gives Facebook Deep Integration Into iOS 6 With Siri, Sharing, App Store, API This stunningly comprehensive integration could see Apple and Facebook teaming up […] Get Your Affiliate Marketing … [Read more...] about Marketing Day: June 15, 2012
What’s a video view worth these days? YouTube says 30-seconds, but Facebook counts a video view at the three-second mark. Just last month, the Media Rating Council and IAB both defined a video ad as viewable as long as 50 percent of an ad’s pixels are visible for a minimum of two-seconds. But, do any of these metrics matter if a video fails to achieve true engagement with the viewer? “Our consumers are increasingly viewing videos across their screen of choice, so we’re always looking for effective ways to engage with them during that experience,” says Taco Bell’s VP of media and sponsorships Juliet Corsinita. According to Corsinita, the industry is still in the early days in the scope of media available to brands, and the guidelines for video measurement standards are continuing to evolve. To get a true “view” of the marketing metrics that matter, we asked four top brands how they measure the success of their video efforts. AARP, Tough … [Read more...] about Do Video Views Matter? CMOs Weigh In On The Video Marketing Metrics That Count
When Google started selling its Nexus One android phone earlier this year, it raised many issues. Was Google now competing with people it depends upon for distribution? Would consumers buy from an online-only store? To the latter, apparently no. Google’s closing its shop, and perhaps never offering another Google-backed device in the future. Google just announced that its Nexus One store would be closing today: While the global adoption of the Android platform has exceeded our expectations, the web store has not. It’s remained a niche channel for early adopters, but it’s clear that many customers like a hands-on experience before buying a phone, and they also want a wide range of service plans to chose from. So today we’re announcing the following changes: More retail availability. As we make Nexus One available in more countries we’ll follow the same model we’ve adopted in Europe, where we’re working with partners to offer Nexus One to … [Read more...] about Google Closes Nexus One Store & Don’t Expect A Nexus Two?
A couple of years ago, I wrote a column that introduced agile marketing — a management approach that adapts agile software development methodologies to marketing projects. I suggested that adopting agile marketing management practices might be the single most important factor in building a successful, ongoing conversion optimization program. Two years later, I believe that’s more true than ever. For all the advancements in conversion optimization tactics and technologies, it’s the speed and flexibility of the marketing team that has the greatest impact on what can be accomplished. The Agile Marketing Movement Advances Agile marketing applies to more than conversion optimization, of course. The value of speed and flexibility is manifest for nearly all forms of digital marketing. For instance, Jonathan Colman has an excellent presentation on how he leveraged agile marketing in SEO in his work at REI. Ric Dragon also has a great new book out, Social Marketology, that … [Read more...] about Have You Adopted Agile Marketing Yet?
While the holiday season is undoubtedly a busy period for small business owners, it’s important to set aside time to plan your marketing strategy for the year ahead. How will you continue to maintain and grow your business in 2014? What plans do you have to keep your business on track and stay ahead of the competition? Issues related to marketing are top-of-mind for small business owners going into the New Year. In fact, according to Yodle‘s recently released First Annual Small Business Sentiment Survey, 42% of small business owners said they are worried about finding new customers, making it their #1 overall concern. Additionally, 33% of small business owners surveyed said that keeping their current customers is a concern (#3 overall), while 21% of owners cited their competition as something they worry about (#6 overall). Source: Yodle’s First Annual Small Business Sentiment Survey, Aug. 2013 As we can all attest, 2013 was a year in which consumers increasingly … [Read more...] about 8 Tips For Planning Your Small Business’ 2014 Marketing Strategy
It’s no small feat to be a successful B2B digital marketer in today’s complex, ever-changing environment. In this article, I offer several proven recommendations related to the domination of search engine results pages (SERPs), testing, attribution and ROI. Utilize these tips to jump-start your search results in the new year and start 2017 with a bang. New year, new opportunities 2016 was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include Panda and RankBrain. Search engine marketing isn’t getting any easier. Top it off with the rapid expansion of marketing technologies, system integrations, and now account-based marketing, and we’ve got an uphill battle. As you look for opportunities to improve your 2017 results, these five tips offer big wins: Ensure SERP domination. Maximize conversions via testing. Capitalize on attribution insights. … [Read more...] about 5 B2B marketing tips to jump-start your 2017 results
Image by Gary Illyes Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond. This week, Google’s emoji conquest of the SERP is advancing on AdWords titles, Snapchat influencers may be fleeing the platform for greener pastures, and Facebook is making it easier for advertisers to compare the performance of their Facebook campaigns with their campaigns on other platforms. Also, Google’s Next Cloud Conference has revealed that Google’s machine learning technology can recognize objects in videos, and an unconfirmed ranking update dubbed “Fred” has been shaking up the SERP over the past few days. Emoji appear in Google AdWords ad titles A couple of weeks ago, we reported on the official return of emoji to the Google SERP, after a decision was taken to remove them in 2015. Now, emoji have been spotted in the wild in AdWords ad titles, suggesting … [Read more...] about Five most interesting search marketing news stories of the week