Daily Minute Master Series – June 16, 2021

June 16, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Read This Before Investing In Your Next SEO Experiment

Do you need to invest in SEO tests and experiments to succeed? Learn about the challenges this can present and when testing makes sense.

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Marketing Is No Longer Focused on the Brand Message but on Interacting with the Audience

The social media era has brought more advertising opportunities than ever, and interacting with the audience is a crucial part of the experience you need to build a brand. In the Social networking – turning likes into dollars, without getting cancelled panel on the first day of SBC Digital North America, an experienced team of women from the industry held a debate on digital marketing strategies.

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How Capital One Develops Marketing Insights

At Capital One, there’s no shortage of customer data to mine for marketing insights. The challenges this wealth of data come into particular focus when cross channel data are analyzed.

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Digital Marketing Measurement Demands a New ‘Plan A’

If you’re planning for the impending death of the cookie, that’s a productive focus – but also, think bigger. Those keen on planning for what’s next should start preparing for the end of digital marketing measurement as we know it. Marketing ecosystem changes are destroying the very cornerstones of traditional digital marketing measurement. Policy changes announced by tech giants such as Apple and Google – along with evolving privacy laws – greatly restrict how individual-level data is collected, integrated, and utilized for measurement. This means we immediately need to say goodbye to view-through based KPIs, multi-touch attribution, and our ambition for deduplicated reach and frequency across partners.

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5 Questions Startups Should Consider Before Making Their First Marketing Hire

The nature of the marketing function has expanded significantly over the past two decades. So much so that when founders ask this question, it immediately prompts multiple new ones: Should I hire a brand or growth marketer? An offline or an online marketer? A scientific or a creative marketer?

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Google Introduces Search Console Insights

Google is introducing a new experience called Search Console Insights which is designed to help site owners better understand their audience. This experience joins data from both Search Console and Google Analytics in a joint effort to make it easy to understand content performance.

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Daily Minute Master Series – June 15, 2021

June 15, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Are We Entering a New Phase for Social Media Regulation?

The US Government made a range of significant announcements last week which could end up having major impacts on how social media platforms operate, including potential limitations and restrictions on what digital platforms can do in regards to buying other platforms, operating their ad businesses, utilizing user data and more.

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Instagram Chief on What TikTok Does Better

Instagram Chief Adam Mosseri shares his views on what TikTok is currently doing better for creators and everyday users. This is discussed as part of a Creator Week Q&A that tackles a number of different topics relevant to content creators. Mosseri answers questions about engagement and reach, monetization, the perils of fake followers, when Reels is launching in other countries, and more.

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5 Online Advertising Platforms to Try Instead of Google Ads

These top alternatives to Google Ads can help diversify your digital marketing platforms and supercharge your marketing strategy.

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Content Marketing for Startups: How to Succeed Even Early On

The barrier to entry for content marketing is low, making it faster and more cost-effective than ever before for startups to implement this proven effective marketing strategy. But here is the thing – the bar is higher than ever before. A short blog post without multimedia is not going to do the trick anymore. The expectations of your prospects and customers are rising. In many categories, we are seeing a winner-takes-all environment where high-quality content pieces win the vast majority of eyes—and clicks. In fact, a study by Ahrefs showed that 90.63% of all content gets zero traffic at all from Google.

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5 Simple Rules to Boost Your Visual Marketing ROI

Visual marketing is one of the most important components of content marketing and digital marketing generally. Several studies have shown that people respond much better to images, videos and other visual content than they do to just text. Including those elements in marketing campaigns has increased the engagement and conversion rates exponentially for several brands.

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Is Influencer Marketing Really Going to Die in the Next Few Years?

“Influencer Marketing Will Die in 2023!” they made headlines earlier this year. Some worried and others celebrating the end of a trend, which, although it has brought consumers closer to brands, has also made certain lifestyles see unattainable. However, no publication really explained what the possible decline of an industry with millions of followers around the world is happening.

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Daily Minute Master Series – June 14, 2021

June 14, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

14 Expert Online Marketing Strategies For Minimizing The Impact Of Ad Blockers

Consumers turn to the internet to quickly and conveniently find the information and entertainment they want. To ensure they’re not distracted and annoyed by unwanted interruptions, many choose to enable ad blockers to improve their browsing experience. This means marketing agencies have to find creative ways to capture attention online.

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Google Integrates With WooCommerce For Easy Product Uploads

WooCommerce has launched an extension that allows all 4.4 million merchants to easily upload their product inventory to Google for free. This integration with WooCommerce gives retailers of all sizes more ways to get discovered across Google surfaces such as Search, Shopping, Images, and YouTube. With Google’s extension for WooCommerce, merchants can upload products to Google, create free listings and ad campaigns, review performance metrics, and more without leaving their dashboard.

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TikTok Shares New Insights into the Importance of Sound for Marketing Promotions on the Platform

Music is a key part of the TikTok experience, with many of the platform’s viral trends coming in response to songs and audio clips, which users then remix, re-purpose and reimagine in their own creative ways. And according to TikTok’s latest research report, audio is also a key component of brand promotions, with TikTok users being more receptive to sound elements within ads than they are on other platforms.

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Facebook Publishes New Report on the Key Factors Influencing Online Purchases

Facebook has published a new research report, in conjunction with Kantar, which looks at how the evolution of digital media has disrupted the modern shopping process, and what retail brands and marketers need to plan for within their process.

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Yes, It’s the Right Time to Get Into Video Advertising. Here’s Why.

In spite of all the evidence, many advertisers continue to resist the idea of advertising with video. Yes, trying and investing in a new channel is scary — but the numbers cannot be ignored. For example, 50.9% of B2B decision-makers use YouTube to research future purchases. And 70% of viewers bought from a brand after seeing it on YouTube. Even so, advertisers resist video advertising for a myriad of reasons. Some worry it’s too expensive. Others feel they’re doing just fine with other ad types, so why bother? If you’re still not convinced the time is right for video advertising, see if these points persuade you.

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TikTok Launches New #CreateKindness Campaign to Combat Online Bullying

TikTok has launched a new campaign to encourage positivity and inclusion in the app, while also combating online bullying in an effort to foster a more open, encouraging community atmosphere.

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Daily Minute Master Series – June 11, 2021

June 11, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

YouTube Will Now Enable Creators to Add Midrolls, End Screens and Captions While Their Video is Processing

YouTube has rolled out a new update which will enable creators to place add-on features – like midroll ad breaks, end screens, info cards, etc. – while their video is processing, which could prove to be a significant time saver in the app.

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Facebook’s Smartwatch is Coming, and Will Eventually Be Linked to its Broader AR Push

Facebook could soon become even further entrenched in your everyday life, with the company developing a new smartwatch that, according to reports, could go on sale sometime next year.

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How to Get More Views on YouTube: Experts Share Tips

Content creators, brands, and video marketers alike want to know how to get more views on YouTube. It’s important to make sure your optimization strategy is current, as YouTube’s algorithms have changed quite a bit over the years. In this column, you’ll find strategic insights and tactical advice from 20 video marketing and SEO experts to help you get more views of your own on YouTube.

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Understanding the Gen Z and Millennial Consumer

If there’s anything retailers want, it’s to understand Gen Z. The demographic may be young, but paired with millennials, they hold the keys to the industry’s future — in some ways even more now as retailers look forward to an eventual recovery from the pandemic.

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15 SEO Experts Share Their Tips for Newbies

We’re fortunate in this industry that so many SEO professionals generously share their knowledge and experience to benefit others – and the industry as a whole. After all, SEO isn’t something you take a degree in at a traditional educational institution. The top SEO pros are self-taught and learned through hard work (and many mistakes made).

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15 Clever Ways To Get Customers Involved In Marketing Efforts

Positive online reviews, user-generated feedback, comments and content are all invaluable for building credibility and authority in your space. What if you could purposefully integrate your happy customers’ satisfying experiences with your offerings directly into your messaging?

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Daily Minute Master Series – June 10, 2021

June 10, 2021/by Corey Padveen

The Marketing Rundown

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Instagram Provides a New Overview of How its Algorithms Work

Looking to get a better understanding of the Instagram algorithm, and how it decides what content to show each individual user – and how you can use that to your own advantage? You’re in luck – this week, as part of its Creator Week event, Instagram is providing some extra insight into its internal processes via series of explainers, with the first focused on the infamous feed algorithm, and how it actually dictates content reach in the app.

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LinkedIn Lists Top 10 In-Demand Marketing Skills

LinkedIn has published a report of the top 10 in-demand marketing skills in 2021, based on what employers are looking for in job postings. Half of the top 10 jobs posted on the platform are in the digital or media space, the report reveals. As a result, the most in-demand skills show an increasing reliance on technology, a growing trend of leveraging social media, and a continuing relevance of SEO.

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13 Best WordPress SEO Plugins

Optimizing your web presence is no longer just a “nice to have” option. It’s a necessity. With millions of active users interacting across the Internet at the same time, getting lost in all the noise is inevitable unless you take steps to stay relevant. And that’s where search engine optimization (SEO) comes into play. SEO refers to the steps you take to ensure that your site or page are the first things to show up when a user enters a certain keyword.

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What Is the Role of Performance Marketing?

Businesses across the globe are seeking affordable solutions to expand their sales in a fast paced, extremely competitive environment. Because of this, marketers are increasingly being pressured to prove their value. Executive marketers are expected to drive growth. About 64% of CMOs say that proving they have had a positive influence on finances is their greatest challenge, according to the Deloitte CMO Survey; 52% find it impossible to directly correlate marketing and company performance, according to the Korn Ferry CMO Pulse; and just 16% feel that new customer acquisition is one of their team’s top three strengths, according to the Gartner CMO Survey.

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Can Influencer Marketing Platforms Help Brands Find Creators And Help Creators Get Paid?

For some content creators it can be a struggle to get compensated for their hard work and generating free and valuable content on the regular. But have you ever considered a tipping platform? Most social media platforms have incorporated tipping, allowing social media influencers and other creators to directly receive money from their fans. How will brands adjust now? What can influencers this new way of engaging with their audience?

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What Marketing Will Look Like in 2030

According to etymologists, the term ‘marketing’ first appeared in the sixteenth century, referring to the process of buying and selling at a market. If a time-traveller had told them back then what marketing looks like today, it would have been impossible to explain. To understand the future, we need to study the past, said many well-respected historians and philosophers. But is that entirely true when it comes to marketing? Perhaps studying our history tells us a lot about who we are and makes an interesting case about how our society has evolved. And yes, it can tell us about how marketing and the business world are headed. But what can really tell us where we’re going is recent tech developments and disruptive changes all around us.

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Daily Minute Master Series – June 9, 2021

June 9, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Twitter’s Coming ‘Super Follow’ Subscription Option Will Require 10k Followers, Will Begin Testing Soon

Twitter continues to add more monetization options for creators, as it seeks to provide more incentive to keep popular users tweeting and engaging more often.

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How to Earn Links Organically & Resist the Dark Side

Learn the steps to earning truly organic links and why you should focus more on relevance, value, and trust as key link building metrics.

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How a Cat in a Shark Costume Provided the Best Marketing Roomba Could’ve Hoped For

Sometime around Halloween 2012, a Houston woman named Helen Arnold set out to buy a shark costume for her dog, a pit bull named Sharkey. When she could find only a small-sized outfit, Arnold decided to let her cat Max wear it instead. Max, as things turned out, not only tolerated being dressed as a shark, but the chill Siamese also had taken to riding around atop the Roomba robot vacuum that Arnold had bought. With kitty all suited up, Arnold began to post videos.

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Apple is Turning Privacy Into a Business Advantage, Not Just a Marketing Slogan

Apple unveiled new versions of its operating systems on Monday which showed that the company’s focus on privacy has taken a new turn. It’s not just a corporate ideal or a marketing point anymore. It’s now a major initiative across Apple distinguishing its products from Android and Windows competition.

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Digital Marketing and Omnichannel Maturity

Consumer behaviors have changed drastically this past year. The pandemic has altered how consumers shop, research for new products and engage with brands. As a result, brands have also had to pivot to meet consumers’ changing expectations and shopping patterns.

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3 Fundamentals of Marketing You Must Understand to Reach the Hearts and Minds of Your Customers

Many “influencers” and self-proclaimed guru’s on the internet would have you believe that marketing is the solution to all of your issues in business. Unfortunately, the marketing industry is full of under-educated media buyers who are after your money because their “guru” told them they could make $10k a month by selling you ads on an open-source platform.

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Daily Minute Master Series – June 8, 2021

June 8, 2021/by Corey Padveen

The Marketing Rundown

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A Small Business Guide to TikTok [Infographic]

Have you considered the potential of TikTok for your digital marketing efforts? Even if you don’t think it’s a perfect fit, you’ve no doubt given it some thought. The platform is now on track to surpass a billion users in 2021, which would put it on par with Instagram for reach, and its enduring popularity, particularly among younger audiences, has got a lot more marketers tuning into the latest TikTok trends, and trying to gauge whether there is a fit.

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TikTok Shares New Insights into How SMBs are Maximizing Their On-Platform Presence

TikTok has released the second element of its new ‘Behind the Business’ series, which provides tips and insights for SMBs that are looking to utilize the platform within their digital marketing approach.

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Facebook Publishes New Report on the Future Opportunities of AR and VR

With technology rapidly advancing, augmented and virtual reality elements are both set to become significant considerations, in a broad range of ways, with AR glasses enabling visual overlays on your real-world perspective, and VR headsets providing whole new, immersive connection opportunities.

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Google Can Forward Ranking Signals Without A 301 Redirect

Google is capable of forwarding ranking signals from one URL to another without a 301 redirect in place.

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How to Choose the Right Facebook Ad Objective for Your Goals

Facebook Ad objectives are the backbone of any Facebook campaign: the objective controls your bidding options, your ad unit options, and the way your campaigns are optimized. There are 13 campaign objectives to choose from but not much supporting content to help make that selection. Because of this, getting started with Facebook can be a little bit overwhelming.

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How To Capture ‘Hand-Raisers’ With Digital Content Marketing

In today’s online ecosystem, content marketing is critical. Original, high-quality and engaging content is one of the best ways to cultivate brand awareness, build trust, generate leads and position our organizations as industry authorities.

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Daily Minute Master Series – June 7, 2021

June 7, 2021/by Corey Padveen

The Marketing Rundown

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LinkedIn Shares New Insight into the Most In-Demand Marketing Roles and Skills [Infographic]

LinkedIn has shared some new insights into the evolving marketing employment landscape, and the key skills in demand among brands looking for new marketing and advertising staff.

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Experiential Marketing in Fresh Produce: Tips, Tricks, and Success Stories

Who would pair apples with hot air balloons? The creative minds behind Cosmic Crisp apples did, and this summer they’re launching an eye-catching promotion – yes, with a real hot air balloon – to promote Cosmic Crisp availability into the summer months.

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Integrations are a Partner Marketing Requirement

The average enterprise company uses 120 marketing tools to run their business (Progress, 2020). If your affiliate or partner programme isn’t connected to your other marketing and customer data, you’re looking at individual trees in a vast forest of your overall marketing efforts.

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The Secret to Sephora’s Influencer Marketing Success

Sephora will soon announce its ‘Sephora Squad’, a group of 73 influencers who will partner with the beauty retailer in a year-long contract that comes with perks like free product, exposure, and mentoring.

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5 Psychological Principles You Need to Know Before Your Next Marketing Campaign

There’s a reason why the national bestseller Influence, written by Psychology professor Dr. Robert B. Cialdini is “among the most important books written in the last 10 years”, according to the Journal of Marketing Research. One, it explains the six psychological principles (or as he calls them, “weapons of persuasion”) which lead people to saying “yes” to requests. Two, it’s based on 35 years of extensive research on human behaviour.

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Why Artificial Intelligence Is a Game-Changer for Your Post-Pandemic Marketing

When the pandemic first hit, businesses of all sizes scrambled to figure out how to both attract new customers in a virtual environment and create a digital shopping experience to meet their evolving expectations. Small businesses needed to understand who their target customers were and how the pandemic was affecting their behavior. This can be an extremely time-consuming and manual process for those without advanced marketing knowledge, or tools like automation and artificial intelligence (AI) to aid their analysis and decision-making.

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Daily Minute Master Series – June 4, 2021

June 4, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Twitter Continues Work on its New Spaces Tab, Adds Editing Options for Scheduled Spaces

As Clubhouse downloads continue to slow, Twitter continues to add new elements to boost the use of its own audio Spaces option, which will soon include a new, dedicated Spaces tab in the middle of the bottom function bar to improve Spaces discovery.

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WordPress SEO Without an SEO Plugin

Do you need an SEO plugin for your WordPress website? Learn about SEO plugins, how to choose one, and whether you need one at all.

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Google Broad Core Algorithm Update Rolling Out June 2, 2021

Google is releasing a broad core algorithm update today on June 2, 2021. This will be followed by another core update in July. Google originally intended to pack more into today’s update, but couldn’t get everything ready in time. That’s the reason for releasing two core updates one month after another. It’s exceedingly rare for Google to roll out separate updates so close together. However, the company says most sites are unlikely to notice the impact of either of them.

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Amazon Advertising: New Features & Opportunities for Brands

The pandemic accelerated ecommerce growth to Mach-10 speeds. As we finally emerge from a year like no other, we find ourselves in a new world where ecommerce reigns supreme. Congratulations to all of you out there with stock in Amazon! But what does it all mean to us digital marketers? Can we loosen our seat belts a little bit now as we return to a new normal? The short answer is, no. The pace at which ecommerce sped up has had a knock-on effect across the entire industry, especially Amazon, which has expanded its advertising offerings greatly to keep up with its growth.

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Tip-Top TikTok Tips for Game Marketing

We’ve now seen measurable and significant game interest/wishlist boosts on a whole bunch of video game-centric TikToks. (These are far better boosts than you might see on ‘mainstay’ platforms such as Twitter, leading us to believe we should all pay far more attention there.) We thought it was time to investigate more, and after featuring a success story from Unpacking, we reached out to Jenny Windom, who made the viral Unpacking TikTok (246,000 likes!) as a fan/creator.

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Three Common Marketing Communication Mistakes — And How To Fix Them

Over the past year, we’ve all been inundated with messages. Stores were at limited capacity or completely closed, employees shifted to remote work and virtual school took over, so our inboxes and social media became our primary avenues for communication. No longer are we catching up at the water cooler, but instead via email or messaging apps, and it’s noisy in there. Businesses grasping to keep revenue flowing found their marketing efforts buried deep under the urgent messages of “don’t forget your 8 a.m. meeting” and “your child’s virtual class meet is starting now”— oops, is he still in his pajamas?

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Daily Minute Master Series – June 3, 2021

June 3, 2021/by Corey Padveen

The Marketing Rundown

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News & Updates

Google: Deleting a Sitemap Won’t Stop Us Crawling Your Site

Google’s John Mueller advises site owners that deleting a sitemap won’t prevent URLs from being crawled in the future. This topic is discussed in the latest episode of the Ask Googlebot video series on YouTube. Mueller addresses a question asking if it’s possible to turn off or delete a sitemap from Google Search Console.

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How to Use Ad Customizers in Google Ads

The world of search and paid ads has never been busier. It’s a hotly contested space where marketers need to do everything they can to inspire customers to choose their ad. Consumers value their privacy more than ever before, but they have also grown accustomed to ads that are hyper-relevant to them. Nurturing first-party customer data acquisition is of increasing urgency. But this can only happen if customers click on your ad in the first place. The more personalized and relevant an ad, the more customers are likely to come your way. Then, you can convert and retain them and their highly valuable data.

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Google On How it Ranks News Sources

Google values transparency when it comes to elevating news sources. The company shares more information about what that means in practice. In a blog post, Google details how it assesses transparency in order to determine which publishers to prioritize across surfaces like Google News and the the top stories carousel in search results. Transparency is treated as an important element because it helps to ensure visitors can learn more about the publication they’re getting news from, and the authors who are writing it.

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The Changing Landscape Of Digital Marketing

The digital revolution that has been sweeping over the world of retail and marketing continues to evolve, with sophisticated solutions emerging to address constantly changing consumer behavior. Furthermore, trends that had already been playing out for some time are being accelerated by the Covid-19 outbreak.

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Six Ways To Repurpose Content Marketing To Boost ROI

Seasoned marketers know that high-quality content is an important pillar of any well-rounded search engine optimization (SEO) strategy. But often, great content is published and forgotten about, left to grow stale and outdated. Luckily, there are ways to work smarter vs. harder when it comes to your content marketing. With a bit of planning and thinking outside the box, you can revamp, repurpose and retool your content to bring you more traffic and, ultimately, a higher ROI.

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The Influencer Marketing Funnel [Infographic]

Any marketing tactic, medium, or strategy you use must align with a greater marketing mindset that includes a mix – a marketing mix – of various components. Marketers today visualize this approach using the funnel. From the marketing funnel, we get shorthand acronyms like TOFU, MOFU, and BOFU – each indicating where a post, ad, or campaign lies in a high-level effort to increase brand awareness, nurture audiences, and convert them into customers.

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