Daily Minute Master Series – April 16, 2021

April 16, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Facebook Provides Tips on Effective Brand Performance Measurement in Latest ‘Social Skills’ Video

Facebook has published the latest episode in its new ‘Social Skills’ series, which aims to provide expert insights and tips to help social media marketers improve their approach, and maximize their results. The latest episode features Katie Marylander, the Director of Global Social Marketing for GoPro. Marylander manages the social strategy for the brand, which includes oversight across more than 70 regional accounts, and a huge global audience.

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Google Rolls Out New Insights into Rising Consumption Trends Within Google Ads

With the COVID-19 pandemic causing various significant shifts in online shopping behaviors, it can be difficult for marketers to keep up with the changes in their niche, and optimize their campaigns accordingly. Which is why Google is adding new emerging trend insights within Google Ads, based on Google search activity, which will alert marketers to relevant shopping and discovery changes in their sector, enabling them to update their ad strategy in line with demand.

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4 Steps for Building First Party Data Sets Using PPC

As third-party data sources evolve, learn how to generate first-party audiences through PPC to fuel accurate audience targeting in digital marketing.

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Informed Intuition Is The Holy Grail Of Modern Marketing

Data-driven decision-making has been the mantra of most good marketing leaders over the better part of the last decade. They want all marketing decisions to be based on solid data. Previously, this data was not readily available to many marketers. Today’s marketing leaders have access to the information they need to make highly effective marketing decisions.

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How Clubhouse Is Providing New Social Media Marketing Opportunities

It’s not too often that a new social media platform launches, but when it does, early adopters can really benefit. Those who were among the first to create an Instagram account when it launched back in 2010 reaped all sorts of benefits – obtaining a much-sought-after Instagram handle, an abundance of new followers right from the start, being discovered much more easily on the platform due to less noise and competition, the list goes on and on. And any time a new social platform emerges, it comes with new marketing opportunities as well.

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Five Lessons On Marketing To Gen Z

Great marketing is all about keeping up with your target customers and their communities. Social media can help you do this, but in my experience as a marketing strategist, businesses of all sizes struggle to keep up with trends and integrate seamlessly into target communities. Targeting Generation Z, or those born after 1996, has posed its own challenges for brands. And despite some organizations making significant investments to reach this demographic, many still fail to tap into this valuable audience that gains direct purchasing power seemingly every day.

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Daily Minute Master Series – April 15, 2021

April 15, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Facebook’s Independent Oversight Board Will Now be Able to Hear a Broader Range of Content Appeals

Facebook and Instagram users will now have a new avenue to seek action on offensive content, under the expanded remit of its new, independent Oversight Board, which will now be able to hear appeals on content that has been left up on its platforms, as opposed to only reviewing content removals in its initial stages of operation.

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Wix and WordPress Tensions Rise

Wix and WordPress have been engaging in a public spat that keeps getting nastier with each response. A new response from Wix seems to lower the temperature on the dispute. The latest round of open letters between WordPress and Wix was instigated by a series of polarizing video ads created by Wix. The ads were generally poorly received in the web development and search marketing community. But others found the ads to be humorous. The biggest complaint seemed to be that the ads were inappropriately negative against WordPress, a popular and beloved open source content management system. Some wished that Wix had taken a higher road with their ads.

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Slice Raises $40M to Power Ordering and Marketing for Independent Pizzerias

Slice, a startup that helps independent pizzerias build an online business, has raised another $40 million in Series D funding. The round was led by Cross Creek, with participation from KKR, GGV Capital and Primary Ventures, as well as Twitter’s former CEO Dick Costolo and former COO Adam Bain (through their firm 01 Advisors). Last spring, the startup announced a $43 million Series C. Why not raise more money this time? Founder and CEO Ilir Sela described this as “a quick round” to get Costolo and Bain on-board as investors. He also suggested there may be additional fundraising conversations in the not-too-distant future.

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Three Essentials Of Enterprise Marketing

Anyone who has tried to close a complex sale knows that you cannot sway the customer with just words. They have to see, smell and touch the product up close. You need to immerse the customer in the “what it could look like” scenario. You can’t take on the sale of an MRI machine through TV ads; you need a different approach for that.

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Is Experiential Marketing Retail’s Ticket to a Resurgence?

Everything in life is an experience. They have just become more sophisticated and calculated, especially in retail, which is driving experiential marketing. Breaking down what it is, its evolution, and more, Retail Refined host Melissa Gonzalez chatted with David Title, Partner at Bravo Media. Title offered an overview of Bravo’s history. “We started in the early 2000s when every company needed quality video and animation content. When that became commoditized, we moved into events and interactivity. We then saw opportunities in applying what we knew to more permanent spaces with experiential marketing.”

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What You Need to Know About Digital Human Experience Design

Creating ethical and compassionate web experiences for all should be the goal of businesses. Learn more about digital human experience design here.

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Daily Minute Master Series – April 14, 2021

April 14, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Facebook Launches New Vaccine Awareness Prompts in News Feeds to Help Maximize Take-Up

Facebook has launched another push to help maximize COVID-19 vaccine take-up, this time via new, in-feed alerts which will prompt users to get the vaccine, as soon as they’re eligible to do so.

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44 Instagram Statistics and Facts for 2021

All the Instagram statistics and facts you need to know for 2021: users, worth, growth, top brands/influencers/posts/hashtags and more.

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Inspire Your Content Marketing With 7 Lessons From Entertainment

In the entertainment industry, content is the product — and they know how to market it. Here are 7 things content marketers can learn and apply.

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Get More Creative With Marketing Strategy

Marketing strategy is a foundational aspect of any business model, no matter how large or small a business it may be. It is the approach that a brand takes to reach out to its audience, tell its story, engage them, and eventually turn them into paying customers and foster growth and expansion of the brand. It’s also something that constantly evolves and changes over time. As technological developments emerge, social trends come and go, and economies change, so it’s important for a business to stay agile in its approach to marketing too. To help you get inspired and find ways to bring in a more creative prospect to your marketing strategies, read on for some useful ideas.

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Here’s How Work of Mouth Marketing Works

Pokémon cards took off in the late 1990s, not because of TV commercials or print ads, but because of word of mouth. Wizards of the Coast, the trading-card company that licensed the rights to Pokémon, visited comic book stores and specialty retailers across the country to give away samples, host demos and manage game tournaments. It got people talking. “While they are more time-intensive and they are more expensive, we have found that those programs work about 100 percent better than traditional marketing,” said Charlotte Stuyvenberg, the company’s VP of marketing at the time, in Emmanuel Rosen’s book, The Anatomy of Buzz: How to Create Word-of-Mouth Marketing.

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Independent Seed Companies Deliver Big Harvest When It Comes To Marketing Insights

For many outside rural America, the modern farmer’s portrait is often romanticized: working the land, dirt under your fingernails, raising and tending to livestock, feeding and fueling the world. There are many accurate details in this archetype, to be sure. But before you quit your day job to take up farming, know that it is hard work. Another thing you may not realize is that growers face ever-increasing production costs against a backdrop of tight margins, a challenge compounded by consolidation within the ag industry. The North American seed industry, for example, is a multi-billion-dollar operation, and a small handful of multinational companies account for more than two-thirds of all revenue generated.

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Daily Minute Master Series – April 13, 2021

April 13, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Google Launches New Overview of Pandemic Trends, Based on Google Search Volume

This is interesting – Google has launched a new overview of what it’s calling ‘lockdown trends‘, a daily overview of the hobbies and interests that saw the biggest increases in search volume over the last year.

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Facebook Provides Audience Connection Tips in Latest ‘Social Skills’ Video

Facebook recently launched a new video series called ‘Social Skills’ which aims to provide social media managers with the skills and insights they need to maximize their promotional performance. Each video interview includes real world insights into how businesses have utilized Facebook’s ad tools to boost their brands. And there are some great pointers – even if you’re confident that you know Facebook’s systems, you’re likely to take away a couple of notes. The third video in the series outlines key tips on how to learn from your audience, and adapt your approach accordingly, with the social media team for Luxottica eyewear brand, Persol.

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Reddit’s Reportedly Developing its Own Clubhouse-Like Audio Rooms Feature

With audio social still gaining traction, and providing more ways for users to stay connected, it seems that almost every platform is now considering their own take on the function, and how it could be integrated into their app. And Reddit may be the latest one joining this trend – according to new reports, Reddit’s currently testing its own take on audio social, with audio rooms within subreddits.

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DuckDuckGo Announces Plans to Block Google’s FLoC

DuckDuckGo announces plans to block FLoC, Google’s new way of tracking users’ web browsing activity in Chrome. As Google transitions away from using third-party cookies in Chrome, its developing a new technology called FLoC (Federated Learning of Cohorts). Google claims FLoC offers more privacy than third-party cookies because it monitors activity at a group level rather than an individual level.

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Google Discover Now Excludes 5 Kinds of Content

Google updated it’s Google Discover policies to add five kinds of content that may be excluded from being recommended. Publishers should take note and govern themselves accordingly.

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How To Build A Marketing Funnel In Three Steps

Entrepreneurs rely on consistent lead generation to sustain their business. But without a marketing funnel, you don’t have a blueprint for generating leads. A marketing funnel describes the systematized sales journey for your customers. It’s a type of content strategy that routes new prospects and website visitors into making sales. Marketing funnels are long-term projects designed to draw in new visitors, keep them coming back and, eventually, turn them into paying customers. They’re not just a gimmick, either. A study in Hardvard Business Review found that companies with simple, well-designed marketing funnels are 62% more likely to close high-quality sales. For landing higher quality sales and repeat customers, building a well-functioning funnel can make all the difference.

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Daily Minute Master Series – April 12, 2021

April 12, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Data Hacks at Facebook and LinkedIn Spark Concerns Among Users

Over the past week, you’ve likely seen reports of new data hacks on Facebook and LinkedIn, which have exposed the personal information of millions of users.

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New Research Provides Further Insight into the Potential Impact of Apple’s Coming IDFA Update

With Apple’s planned IDFA update set to be launched any day now, the digital marketing industry is preparing for the worst, with the up-front prompts that will be displayed in all iOS apps expected to see many users switch off data tracking entirely, limiting audience targeting options.

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How To Use Promotion Extensions In Google Ads Campaigns

Promotion extensions in Google Ads are specifically designed to promote special sale events, but they’re often overlooked and undervalued by advertisers.

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Marketing Budgets are Growing Again, Say CMOs, and Marketing’s Standing as Well

The CMO Survey, a biannual poll by Christine Moorman, a senior professor at the Fuqua School of Business, polled 356 marketing leaders in January 2021. Roughly 95% of respondents hold the title of vice president of marketing or above. About 65% of respondents come from B2B companies, including both product and services organizations.

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10 Tips for Cleaning up After a Google Ads Account Takeover

Congratulations, you’ve landed a new Google Ads account! You’ve closed the sale and are ready to dig in. Your very first step for cleaning up after a Google Ads account takeover should be a thorough audit of the account.

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How to Use Google Search Console for SEO: A Complete Guide

This comprehensive guide covers everything you need to know about the key sections of Google Search Console, as well as tips on how to use it.

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Daily Minute Master Series – April 9, 2021

April 9, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

New Data Reveals the Latest Social Media Usage Trends, Including the Rise of Reddit, TikTok and Snapchat

Despite seemingly losing some of its shine as the leading social platform of choice, Facebook continues to see the most daily usage, according to the latest findings from Pew Research. For its 2021 social media usage survey, Pew interviewed 1,502 US about their social media habits, providing an overview of key trends and shifts in social media platform adoption and usage. Which, given the events of the last 12 months, has been impacted significantly, with most platforms seeing a rise in usage – but as noted, Pew’s data reveals that the big players remain in charge, even with other apps gaining some ground.

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Twitter Re-Brands its Ad Options to Simplify its Promotional Offerings

In an effort to provide more clarity around its various ad offerings, and make it easier for brands to find the right promotional option/s for their needs, Twitter has announced a re-branding of its ad products, which essentially streamlines its different options into fewer, grouped segments.

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TikTok Adds New Music-Triggered Visual Effects Tools

TikTok has added a range of new visual effects that are triggered by sound, providing new creative options within your TikTok clips.

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Are You One Of The 533 Million Facebook Users Who Had Their Data Stolen?

Facebook calls recent data leak ‘old news.’ Discover why the information is still valuable to cybercriminals and whether your data was stolen.

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Why Are Search Rankings On My Keywords Changing So Often?

There are many reasons why search rankings fluctuate. Read about why it happens and why it’s a good idea to focus on other metrics, too.

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Five Marketing Mistakes To Avoid While Growing Your Audience

Marketing is constantly evolving, and the strategies you use to promote your business must evolve as well. Something that was wildly successful for you a few years ago may fall flat today. You have to update your marketing mindset and approach to fit an ever-changing environment, without getting pulled in so many directions that you lose sight of your goals.

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Daily Minute Master Series – April 8, 2021

April 8, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Facebook’s Testing QR Codes as a New Funds Transfer Tool in the US – The Next Push for QR Code Tools?

After years of being heralded as the next big thing in connection, then failing to see user take-up, over and over again, QR codes have had something of a resurgence over the past year, with COVID-19 tracing apps re-introducing people to the convenience and capacity of scannable codes as a simple, connective option. And that could open the door for a new push, with Facebook currently experimenting with a new process that would enable users to transfer funds via personal QR codes in the app.

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50 Questions You Must Ask to Evaluate the Quality of Your Website

Does your website follow SEO best practices? Here are 50 questions to ask yourself to evaluate the quality of your site and improve rankings and traffic.

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Yahoo Answers Shutting Down May 4, Content Will Not Be Archived

Yahoo Answers comes to a close on May 4 with no plans to provide an archive of the website’s 16 years of content.

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Giving CFOs More Power in the Marketing Ecosystem

The advertising ecosystem is changing rapidly. Back in the Mad Men era, marketing departments could trace only tenuous relationships between campaigns and sales. Today, an abundance of data and powerful technological tools afford marketers the ability to discern direct attribution links and quantifiable return on investment. An executive can track just how many direct sales of a wrap dress a Twitter ad campaign produced, how many of those buyers were new customers, and how the spending affected the margin on each product sold. In theory, marketers can prove in great detail, to the satisfaction of the most exacting financial minds in their organization, precisely how they contribute to the top line.

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Marketing With Cultural Intelligence For Growth And Good

Over the past two years, Procter and Gamble (P&G) has released groundbreaking advertising that provides mainstream audiences with perspective-taking on the societal struggles of racial identity (The Talk, The Look, and The Choice) and LGBTQ+ identity (The Pause). Recognizing the power of advertising in shaping cultural norms and attitudes, the company has increased visibility for historically underrepresented consumers in its advertising and digital media. In 2020, it launched a program called #talkaboutbias to increase the cultural awareness and knowledge of US consumers to reduce societal bias. It works diligently to represent those consumers authentically rather than perpetuating stereotypes that negate the gains of visibility. It has tapped into how it can help consumers through the pandemic with everything from the Clorox Safer Today Alliance with the Cleveland Clinic and the CDC Foundation to the star-studded Can’t Cancel Pride virtual LGBTQ+ Pride party. This year, P&G committed to 2,021 acts of good for the year 2021 as part of its “Lead with Love” campaign that includes a call-to-action to make 2021 the year we all come together to support our communities, accelerate equality, and protect our planet.

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Creative Performance Marketing: Party Like It’s 1999

The 1990s may have given us neon windcheaters, denim on denim and Rachel cuts, but they weren’t all bad. The decade can also lay claim to being the heyday of television ads — when commercials were often more entertaining than the main show itself. The rise of digital media since the turn of the century has gradually eaten into TV’s dominance. Zenith Media forecasts that this year, more than half of the global advertising budget will be spent on digital channels. This is a watershed moment. This shift hit warp speed with the sudden onset of the pandemic.

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Daily Minute Master Series – April 7, 2021

April 7, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Clubhouse Adds Creator Payments as it Seeks to Keep Popular Hosts Aligned to the App

After launching its Creator Accelerator Program last month, in a bid to keep top broadcasters aligned to the app, Clubhouse has now launched its first direct payment process, which will enable users to transfer funds to their favorite hosts.

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TikTok Launches New Support Resources as Part of Sexual Assault Awareness Month

TikTok has announced a new set of support resources as part of Sexual Assault Awareness Month, which is an important initiative for the app, given its reach to younger, more socially active audiences.

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TikTok Launches New Video Editor to Help Brands Create More Native-Looking TikTok Clips

This could be handy – TikTok has launched a new video editor tool which is designed to help marketers create more effective, native-looking TikTok video clips for their channels.

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Microsoft Ads Rolls Out a Slew of New Features

Microsoft Advertising has been rolling out new features left and right. In this article, we’ll walk through the highlights of what you need to know.

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Why Are Search Rankings On My Keywords Changing So Often?

There are many reasons why search rankings fluctuate. Read about why it happens and why it’s a good idea to focus on other metrics, too.

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Marketing Attribution—What Is It And Why Does It Matter?

Long gone are the days of blindly spending marketing dollars without a data first mindset to clearly calculate and prove you are driving a return on your marketing investment (your “ROMI”). This previously linked post demonstrates how to track your ROMI at the 30,000 foot view, based on your overall business revenues vs. costs, or at the unit level of an average transaction. But if you want to really fine tune your efforts to maximize your ROMI, the best marketers turn to marketing attribution tools to help optimize marketing across every sub-channel of their business.

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Daily Minute Master Series – April 6, 2021

April 6, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

6 Content Marketing Trends for 2021 You Should Know

As technology and your audience’s interests change, your content marketing needs to change, too. Especially after the events of 2020, we can expect significant changes in how people communicate and how businesses create content and marketing strategies that reflect people’s needs. Here are the top content marketing trends you should be aware of in 2021. When you’re in touch with important trends, you can develop strategies and leverage tools to connect with your audience better.

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Volkswagon Name Change Was Marketing Stunt

On Tuesday afternoon, a source at Volkswagen of America confirmed to Motor Authority that the planned name change to Voltswagen of America was an elaborate April Fools Day stunt to drum up attention for the automaker’s turn toward electric cars. “It was a bit of fun to highlight what we are doing in the e-mobility space,” the source said.

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“If you’re still marketing to white cis males, you’re alienating more than half your players”

“Women don’t sell video games.” That’s one of the attitudes allegedly expressed by Ubisoft’s marketing department and management on 2018’s Assassin’s Creed Odyssey, mandating the game needed a playable male as an alternative to Kassandra. But Kulpreet Virdi, founder of the fan movement Assassin’s Creed Sisterhood, is urging games firms to move beyond this outdated perception — and she believes the way new releases are promoted is crucial.

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Four Alive-And-Well Marketing Predictions To Consider In 2021

As the saying often attributed to American author Mark Twain goes: “It is difficult to make predictions, particularly about the future.” At the onset of 2020, very few of us would have predicted the year we had in front of us: a global pandemic of unprecedented proportions — at least for our times — as well as forced work-from-home, stay-in-place measures and the ubiquitous use of masks. So long, handshakes, and hello, fist or elbow bumps. 2020 has definitely shaped the days we’re living in now and will likely shape the road ahead. We’ve seen monumental shifts in our professional and personal lives and have spent time reflecting on how those changes have impacted the way we communicate.

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YouTube Tests Hiding Dislike Counts On Videos

YouTube is testing the removal public dislike counts on videos, but will not be getting rid of the dislike button altogether. As part of the experiment, users will start seeing a few potential new designs for the like and dislike buttons that appear below videos.

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Accelerate Your Organic Marketing Success with Consulting

What makes the difference between good and great organic marketing? Experience working with hundreds of customers across dozens of industries says: an agile and highly cross-functional team. An organic marketing team is made of anyone that has a hand in your website or digital content. They may come from different teams, but it’s how you bring different functions together that determines your success. It’s about seamlessly integrating your SEO, content, and web teams so they can get more done – faster.

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Daily Minute Master Series – April 1, 2021

April 1, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Snapchat is Developing New, AR-Enabled Spectacles

Snapchat is reportedly developing a new, fully AR-enabled version of its Spectacles smart glasses, which would be a major advance for the product, and for Snapchat’s broader plans with augmented reality. As reported by The Information, Snap’s currently developing a more advanced version of Spectacles, which will include in-lens AR displays.

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Google Enhances Business Profiles For Stores With Delivery & Pickup

Google is adding more information to Search and Maps about businesses that offer options for grocery delivery and pickup. The information is getting added to search automatically, which means there’s no work needed on the part of businesses, but it’s an update worth being aware of. This addition to Google Search and Maps is rolling out as part of a larger update which includes a number of other useful features.

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Is It Time to Switch to a New SEO Tool?

The SEO industry is constantly changing and evolving. Your SEO agency’s needs also change as your business grows. The tools you use will shape how you direct your growth. So it’s important to stay up-to-date on what’s new in the space to decide whether adopting a new tool would benefit your business. Yet, it’s always a question of prioritizing what’s critical for your business requirements.

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How to Use Categorical Keyword Research to Plan Your Content Strategy

Gone are the days when you could pick any keyword, write a 500-word blog post, and show up in the search results. As search engines have evolved, algorithms have prioritized content based on intent, website authority, and what is going to most sufficiently satisfy their searcher’s needs – even if that means answering the query directly in the search engine results page (SERP).

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How to Stand Out in a Crowded Content Marketing Space

For more than a decade, content marketing has been a favorite marketing strategy for businesses of all sizes in nearly all industries. It’s straightforward, it’s cost-efficient and it has the potential to scale almost indefinitely, so its popularity is neither a surprise nor a secret. Entrepreneurs and marketers are often eager to begin a content marketing strategy, especially because it often takes years to see the full fruits of your labor. But there’s a problem. Content marketing’s popularity has turned into its greatest weakness — or rather, its most challenging aspect. When you enter the content marketing field for the first time, you’ll be directly competing with brands that have spent years, or even decades, cultivating their reputation, dominating the search engine results pages (SERPs) and cementing their authority and thought leadership.

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Three Content Marketing Trends To Watch Out For In 2021

For any area of marketing, it’s crucial to pay attention to annual trends. Marketing trends come and go, and if you’re able to keep up with what your audience wants, you can put yourself ahead of the competition. Content marketing is crucial for any business or brand to succeed and build the right audience. Without it, it’s much more difficult to increase conversions, boost sales, generate leads, grow an email list and more.

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