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Whats Trending in Marketing For February 2020

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Being informed about current and recent marketing trends, is an excellent tool for advertisers to have. That way, you can evaluate past strategies and find new ways to stay ahead of the competition. We’re aware that keeping up with these trends can often be difficult. As a result, the following articles come from popular marketing blogs and highlight current marketing trends that we think are worth paying attention to:

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Top 10 Marketing Trends to Watch for in 2020

Right now, voice searches are used for simple queries like an address, calendar reminders, or song title. But as user needs expand and grow more complex, so must voice search features, and so must optimization. Exceptional customer experience is leading the way in marketing, shifting focus onto inbound strategies for serving and retaining existing customers. When customers share their enjoyable experience or outstanding service, their reviews are more likely than ads to impact new buyer behavior and marketing trends.

Google Ads enable bids simulator for target ROAS, budget simulator for Maximize clicks, conversions

Google is extending the availability of bid and budget simulators to more smart bidding strategies. The bid simulator has only been available for manual and Target CPA bidding. It’s now available for Target ROAS campaign. The simulators can be helpful directional indicators of the potential performance impact from making bid or budget adjustments. As always, keep in mind the projections are based on historical data and actual future performance can (and often does) vary from these projections.

Facebook Introduces 3 New Ad Reporting Tools

Facebook is making it easier for advertisers to measure ad performance across accounts, channels, and publishers. With this data, advertisers can better understand how ads are performing, which demographics they’re reaching, and where the most conversions are coming from. Cross-Account Reporting, Custom Metrics, and Conversion Path Reporting are all viable options that are explored in depth as Facebook continues to evolve its measurement solutions to address the priorities of potential marketers.

Similar Article: What’s Trending in Marketing For April 2019

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6 Social Media Trends To Follow in 2020

At this point in time, every business with an inbound marketing strategy should have a social media presence of some sort. Social media is one of the most effective ways to build relationships with your target audience. You can engage directly with them and learn more about what their wants and needs are. However, social media is constantly evolving. Which means that you need to keep up with all the latest social media trends, so that you don’t fall behind the competition.

6 Reasons Why Your Business Needs B2B Inbound Marketing

There are many B2B companies that continue to advertise using more traditional methods, such as TV commercials, magazine ads, cold calls, and more. While traditional marketing can be effective, it’s a good idea to implement a variety of different marketing strategies. This includes inbound marketing.

The Advantages of Using Public Relations in Your Marketing Strategy 

As most know, when it comes to marketing strategy, public relations plays a key role in getting the word out.PR helps maintain your reputation through winning audience approval. It can educate all possible consumers and sway them to your point of view. It even helps to provide the target market with more detailed information than they would normally receive from other forms of marketing. Simply put, these public relations advantages should be on the forefront of every marketer’s agenda

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Vast majority of Amazon advertisers plan to spend more on ads again this year

According to a Marketing Land survey of digital advertisers, 81% of current advertisers plan to increase their ad spend on the platform in the coming year. Of those planning to increase their Amazon ad budgets 41% said they plan to spend as much as 25% more than the previous six to 12 months. 22% plan increases of 25 to 50%, and 10% expect Amazon budgets to increase by 50% or more.

B2B buyers consume an average of 13 content pieces before deciding on a vendor

We know that content is incredibly important for ranking in search. It’s also critical for sales support. But this report makes clear there are broad ranges of first and third party content types that are highly influential to B2B buyers. It also shows how critical the vendor website is in the buying process. Indeed, the report basically outlines a content strategy for the entire B2B buyer’s journey.

Marketers struggle to stay ahead of technology advancements

When asked how difficult it will be over the coming year to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt, 88% of CMO consultants surveyed by executive service firm Chief Outsiders said it would be difficult — with 10% claiming it will be “very” difficult.

The survey included a relatively small pool of CMO consultants. However it underscores a primary challenge faced by marketing leaders; CMOs are taking on more responsibilities while playing catch-up with the technology available to propel growth.

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6 Social Media Trends To Follow In 2020

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At this point in time, every business with an inbound marketing strategy should have a social media presence of some sort. Social media is one of the most effective ways to build relationships with your target audience. You can engage directly with them and learn more about what their wants and needs are. However, social media is constantly evolving. Which means that you need to keep up with all the latest social media trends. In doing so, you make sure that your presence is felt and that you don’t fall behind the competition. With that in mind, the following are six social media trends in 2020 worth implementing yourself:

1. Find More Impactful Influencers

Influencer marketing continues to thrive. Building relationships with influencers can help expose your brand to a huge audience. However, more and more so-called “influencers” have popped up over the last few years. And as a result, make it difficult to identify actual influencers. Don’t make the mistake of trying to build a relationship with an influencer based on their number of followers. Many of these “fake” influencers won’t be able to help you at all. Focus more on finding influencers who actually have sway over their followers, no matter how many they have. Many brands are focusing on nano-influencers, which are influencers who may only have a few thousand followers but who actually have significant influence over their audience.

social media trends 22. Focus On Video Content

Brands are continuing to focus on the creation of video content as it continues to be incredibly effective. Not only are short videos easier to consume on mobile devices than other types of content, but people are more visual creatures that retain information better when it’s presented in a video format. On top of that, YouTube currently boasts the second most active users behind only Facebook. While channels like Instagram are continuously looking to improve their video features. As such, you should focus on creating professional-quality video content for your target audience.

3. Curate Customer Created Content

Encouraging customers to create content that’s relevant to your business not only helps to strengthen your content strategy in general (and provides you with fresh content that helps increase brand awareness on your behalf), but it’s also a great way to boost customer participation and engagement. Many brands encourage their followers to post pictures on Instagram showcasing the use of their product with a specific hashtag. For example, the eyeglasses brand Zenni encouraged its customers to post photos wearing their new glasses under the hashtag #justgotmyzennis.

Enjoy Article: The Power of Social Media Influencers: Why it works

4. Take Advantage Of FOMO

People on social media (and life in general) tend to have a “fear of missing out” or FOMO. This means that posting content that can only be accessed for a specific amount of time can help to attract more views. For example, webinars that people have to register for or ephemeral content in the form of Snapchat Stories or Instagram Stories that will disappear forever. Many followers will check in regularly to make sure that they don’t miss out on content that’s only going to be around for a day, allowing you to drive more engagement and keep your brand at the top of mind as a result.

5. Consider More Niche Social Channels

Most companies stick to major social channels, such as Facebook, Twitter, LinkedIn, and Instagram, to name a few. However, there are hundreds of other social channels out there that might be worth incorporating into your social media strategy. Specifically, social channels that cater to a certain niche that’s relevant to your brand. By establishing a presence on such a channel, you’ll be able to target a much more specific audience to greater success than on channels like Facebook that essentially cater to everyone. For example, TikTok tends to be more youth-oriented but has exploded in popularity amongst the younger demographic (it’s a social platform similar to the now-defunct Vine), while Twitch is a streaming platform catering to videogamers.

6. Invest More Into Social Media Commerce

Social media is thought of as a strategy that helps improve customer engagement and that can drive leads to your website; however, it’s potential to be used as a platform to generate sales is increasing year by year. Channels like Facebook and Pinterest have been used for years now to sell products; however, social commerce has increased to the point where it may soon become just as effective a source of sales as website ecommerce pages and offline stores. As such, you may want to consider incorporating social commerce into your sales strategy going forward.

These are six social media trends that you should keep a close eye on in 2020 and that you may want to consider adopting for your own inbound marketing and sales strategies.

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What’s Trending in Marketing for October 2019

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Staying current on what’s trending in marketing is an excellent way to reflect and verify whether your marketing efforts are harmonious with the growth happening in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day. The following articles come from popular marketing blogs. They highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

YouTube masthead ads hit TV app

YouTube is now introducing masthead ads for its TV app. The ads will play automatically and appear prominently on the app for a customized audience, depending on who brands are trying to reach. With streaming platforms outshining regular TV programming, this new feature gives brands a way to connect with their audiences whenever they launch the YouTube TV app. Read more on Marketing Land.

Snapchat extends video ad limit to 3 minutes, but viewers can still skip

Although Snapchat has typically been used for 10-second videos, they’re now giving marketers the option to run video ads up to three minutes long. However, users will still be able to skip the ads. Allowing ads to run for the longer timeframe allows companies to find out which viewers are more likely to watch the full ad without skipping. Adage has the full story here. 

Female CMOs are being hired in record numbers, report says

In the first two quarters of 2019, 48% of CMO appointments went to women, according to a report from Russell Reynolds. The previous record breaking number was 47% in 2016. However, with a high turnover rate for marketing leadership, these numbers are likely to fluctuate. In the first half of the year, 81% of CMOs were hired externally as outside sources would be more likely to have a broader focus in marketing. Find out more on Marketing Dive.

Improving Your Marketing Program

The Benefits of Inbound & Outbound Marketing 

There are two main types of marketing, inbound and outbound marketing. Inbound marketing is a strategy in which you position yourself to be found by your target audience. This provides them with the content they need to inform themselves and to move through the first stages of the sales funnel on their own (SEO and content marketing are both examples of inbound). Outbound marketing is more traditional. It refers to the strategy in which you advertise directly to a broad audience instead of waiting to be found by them (TV commercials, radio ads, and magazine ads are all examples of outbound marketing).

Many businesses tend to prefer one over the other. But, the most effective way to market to your target audience is to use a combination of both. To understand why using both is a valuable investment to your business, you’ll need to understand both types.

The Difference Between Landing Page vs. Homepage

Once upon a time, when the web was still in its infancy, the homepage was considered the most important page on your website. While the homepage is an essential component of your website, it shouldn’t necessarily be the first page that visitors see. The webpage functions more as a way to draw visitors into themarketing funnel than anything else. Unfortunately, many businesses focus heavily on sending new leads to their homepage, which can actually be a mistake. Doing so can confuse new visitors because they won’t know where to go from there. Instead, you should be sending new visitors to a landing page. The following is a breakdown of the main differences between landing page vs. homepage.

What is CPM Advertising and Should You Use It? 

There are many KPIs that you can track in order to judge the performance of your ads. One of these metrics is CPM, or cost per mille, which translates into cost per thousand impressions. CPM indicates how much you’re paying for every thousand impressions the ad is earning. However, there are other KPIs that you can use as well, such as CPC and CPA. These KPIs indicate how much you’re paying for your ads. When implementing a new ad campaign, you’ll have to choose which KPI to use, meaning you’ll have to bid in either CPM or CPC. The question is, when should you be using CPM advertising?

Recent Marketing Reports, Updates, and Trends

Study: Brand perceptions get bigger ding from social media than news

Verizon Media conducted a survey of over 2,000 Americans which showed consumers have a more positive view of brands that advertise on news sites rather than social media. 90% of consumers reported that coordinating with news content did not affect their brand impression. Meanwhile, 40% of consumers had a negative impression of brands that advertise near offensive content, such as user-generated social media posts. This is why brand safety is a serious matter for around 60% of marketers. More about the study can be found on Marketing Dive.

Noticeable drop in reviews showing in Google search results

Multiple Google search tracking tools report a drop in the number of search results displaying review rich results, due to a new Google algorithm. The drop is anywhere from 3 to 5 points, depending on which tracker you look at. This news matters for companies with pages that show review rich results. Thosecompanies should consider checking the new rules and updating their pages appropriately. If the review rich results no longer appear, it’s most likely due to the updated algorithm. Read more on Search Engine Land.

Facebook sees steep drop in loyalty as Twitter gains, survey finds

Facebook’s brand loyalty dropped from 8th place last year, to 24th place this year. Meanwhile, Twitter jumped from 23rd to 11th place. Digital brands also saw lower positions, while automotive, restaurant and retail categories saw a boost in loyalty. “Consumer loyalty is a key leading indicator of brand success, typically able to demonstrate results 12 to 18 months before traditional brand tracking of focus groups, according to the survey.” Facebook’s loyalty most likely dropped due to the occurrence of privacy breaches. Twitter has made significant changes for the benefit of users, which probably led to the higher ranking. Read the full article on MarketingDive.

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What’s Trending in Marketing for July 2019

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Staying current on recent marketing trends is an excellent way to reflect and verify whether your marketing efforts are harmonious with what’s going on in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day. The following articles come from popular marketing blogs. They highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

Microsoft Just Dealt A Blow To Google’s Ad Blocking Plans

Google announced their plans to restrict ad blocking Chrome extensions. This means that ad blockers, like uBlock origin, won’t work on the Google Chrome browser. This update will come in the upcoming months and some Chrome users have made it clear that they’ll move to another browser if Google carries out that plan. Microsoft has responded by reaching out to their users to see if they’d like Ad Blockers built into the new version of the Microsoft Edge browser. You can learn more about this story on Forbes.

Instagram advertisers can now convert organic influencer posts into ads

Instagram confirmed in March that it’s testing a new ad format. It’s going to be possible for brands to create ads using organic posts from the influencers they have relationships with. Marketing Land writes, “Before brands can use influencer posts as ads, the content creator must grant their business partners (the brands they have relationships with) access to promote their posts. Once the creator — or influencer — has done this via their Advanced Settings page, brands will see the influencer’s posts in the Ads Manager under “Existing Posts” and can run the content as an ad within the Instagram newsfeed or Stories format.”

Comcast partners with Charter, Cox to advance targeted advertising

Comcast launched an advertising strategy that will target audiences better in an effort to lure more advertisers away from digital platforms like Facebook and Google. The initiative is called “On Addressability” and the aim is to target advertisements to certain households based on their interests. So far, this has only been done on a small scale in TV advertising. TV is the best way to reach a lot of people at once, but it lacks the big data that digital platforms use. Learn more about this story at Yahoo.

Improving Your Marketing Program

Emotional Advertising: How Brands Use Feelings to Get People to Buy

Informing your audience is important. You want potential buyers to understand what their problem is, and how your products or services can solve that problem. Unfortunately, people don’t generally make purchases based on information alone. It turns out that people are more prone to making emotional purchases than informed purchases. It’s why commercials consist of much more than an explanation of a product’s use. Instead they use emotional advertising to target the viewer. It’s effective, and it’s why connecting with your audience on an emotional level will benefit your marketing strategy.

Simple Ways that Small Businesses Can Use Data to Build Better Customer Relationships

In this day and age, it’s pretty difficult for consumers to not be inundated with dozens of advertisements. As such, targeting your audience has become more important than ever, especially when it comes to running a smaller business. The most effective way to target your audience is to make use of the consumer data that you have access to. Knowing how to use the data you have can go a long way towards building customer relationships.

However, having consumer data is a lot different than knowing how to make it actionable, which can make the data you have very intimidating. The following are the three steps that you should take to so that you can leverage your data to build strong customer relationships.

What Are Behavioral Biometrics and How Do They Fit Into Marketing?

Companies often hold focus groups in order to get direct feedback about products, services, and even website experiences. The only drawback to such focus groups is that people often aren’t sure how to articulate what they feel about certain things. However, new biometric technology, such as eye-tracking software, has made it easier to determine exactly how someone feels about a website experience at any given moment–and they can allow you to do so without holding a focus group.

Recent Marketing Reports, Updates, and Trends

Almost 70% of digital ad spending going to Google, Facebook, Amazon, says analyst firm

Google, Facebook, and Amazon are collecting more than 2/3rds of all digital ad spending. Between the 3 companies, this is about $73 billion. Amazon owns 38% of e-commerce, which is down from almost 50% a year ago.

These numbers matter greatly as the Federal Trade Commission and Department of Justice will begin antitrust investigation of Facebook, Google, and Amazon in the upcoming 12-18 months. More about this story can be found on Marketing Land.

Political Ad Spending Will Approach $10 Billion in 2020, New Forecast Predicts

A new report predicts that spending on political advertisements will reach a new high in 2020. According to the forecast, political ad spending will total $9.9 billion in 2020. In 2016, $6.3 billion was spent on political ads. Political ad spending in 2018 accounted for 2% of total digital ad spending in the US and it’s projected to increase to 2.2% in 2020. Learn more about this story on WSJ.

Survey finds 89% of marketers seeing increased sales using location data

700 U.S. based mobile marketers from 536 consumer brands and 164 agencies took part in this 2019 survey. The survey found that about 9 in 10 marketers plan to use location data in the future to increase sales. However, of those surveyed, only 24% are using or plan to use location data for store visitation or offline measurement.

This report shows that location data is becoming a popular horizontal tool for audience segmentation and targeting across channels. Learn more about this report at Marketing Land.

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What’s Trending in Marketing For April 2019

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Staying current on recent marketing trends is an excellent way to reflect and verify whether your marketing efforts are harmonious with what’s going on in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult. The following articles come from popular marketing blogs and highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

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Google Launching Policy Manager in Google Ads

Coming in April, Policy manager will be the central spot to manage policy violations.The new dashboard will show any policy-related issues affectingyour ads, keywords or ad extensions. You’ll be able to view and manage disapprovals across your account.You can currently get more details about why an ad got disapproved by hovering over it. Google said, this year, it will continue to add details about why ads were disapproved. Get more information about this at Marketing Land. 

Marketers Say They’ll Adapt to a Changing Facebook

Last week, Facebook CEO Mark Zuckerberg shared his vision for the company’s coming privacy-focused, unified messaging and social networking platform. The CEO said, in the coming years, Facebook plans to rebuild its services and platforms around the following six  principals: private interactions, encryption, reduced permanence, safety, interoperability and secure data storage. Marketing Land goes in to greater detail concerning how marketers will adapt. 

Bing Ads brings 3D ads to Search with Samsung

Users can interact with the desktop ad format to inspect product features and details. In a first for search advertising, Samsung has begun running a 3D ad format on Bing.com to promote the new Galaxy S10 phone. Full screen ads in search results. The format is the result of months of coordination between Bing, Samsung and agency Performics, a unit of Starcom. The ads display in desktop search, and exclusively on Bing. When users search for the Samsung Galaxy S10 or Samsung S9. The 3D unit expands the size of the screen and users can interact with it by rotating and zooming in on the product image to explore features. Users can also click on an image to see product details about the device. Read more about Bing’s 3D ads at Search Engine Land. 

Does Direct Marketing Have A Role In Inbound Marketing?

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Buyer's JourneyLearn About the Buyer’s Journey

The general goal of every business is to attract consumers and turn them into customers. The process that a consumer goes through before they make a purchase is the buyer’s journey. As a business, you will need to meet the needs of the consumer as they move through their buyer’s journey. You’ll need to be able to do this at every stage of their journey in a passive manner until they are ready to be engaged.

Check Out A Guide to the Decision Stage of the Buyer’s Journey

After helping consumers learn about their problem and how they can solve it, you will want to present your product or service as the best option for that specific solution. It’s at this point that consumers are in the decision stage of the buyer’s journey.

Read About The Difference Between the Buyer’s Journey and Customer Journey Customer Journey vs Buyer Journey

You’ve probably heard a lot about consumer life-cycles, and the different terms used to describe said life-cycles such as buyer journey and sales funnel. Terms like buyer’s journey and sales funnel can be overwhelming.  You might even wonder why some terms seem to describe the same thing, such as buyer journeyand customer journey. Don’t be fooled–the buyer journey is very different from the customer journey and it’s important that you know what the difference is.

Recent Marketing Reports, Updates, and Trends

Expect More Instagram Branded Content Ad Opportunities in 2019

Instagram confirmed it is exploring more ways for brands to amplify content from influencers. The company has tested a new branded content ad format since last year. It will allow brands to turn posts created by influencers into ads on the platform. “We got great feedback from the brands that participated that this ad product is helping with some major limitations that can come with organic branded content including targeting and scale,” said an Instagram spokesperson. Read more about Instagram branded content at Marketing Land. 

Amazon Adds Customer Acquisition Metrics for Sponsored Brands Campaigns

Amazon Featured ImageThe “new-to-brand” set of metrics are aimed to help brands understand how well their campaigns convert first-time buyers. Amazon has introduced new metrics that capture insights on new customers that converted from seller’s ad campaigns. The “new-to-brand” metrics are available for Sponsored Brands ad campaigns — the search-triggered ads that showcase several products and formerly called headline search ads — as well as video and display ads. Find out more about Amazon’s new customer acquisition metrics at Marketing Land. 

Public Google+ Content Gets Archived for Future Generations

Google’s failed social media network could have been a huge step towards internet domination, and thanks to the Internet Archive, we’ll always get to look back on it.As the April termination date for Google’s social network approaches, attempts are being made to preserve public content for posterity.The fatal combination of low user engagement and security flaws characterized the end of Google’s foray into social media. Marketing Land has more information about Google+ content getting archived.

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What’s Trending in Marketing For March 2019

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Staying current on recent marketing trends is an excellent way to reflect and verify whether your marketing efforts are harmonious with what’s going on in today’s ever-evolving marketplace. We’re aware that keeping up with these trends can often be difficult given the abundance of information thrown at us every day. The following articles come from popular marketing blogs, and they highlight current marketing trends that we think are worth paying attention to:

Noteworthy Marketing News

The 5 Best Ads of the 2019 Super Bowl

Bud Light, Burger King, HBO, Amazon and Hulu commercials kept things the most interesting during this year’s SuperBowl. These brand’s video ads were the ones to get the most laughs, and they got positive reactions from viewers at home. Watch the commercials and read more about the success of these commercials at AdWeek.

Google+ to Close after 7 years

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Learn About Using HubSpot Lead Flows to Improve Conversion Rates

A strategically placed pop-up can actually make it easier to convert your leads. In fact, a recent study showed that pop-ups convert 1,375 percent better than traditional opt-in forms. If you do decide to use pop-ups in an attempt to convert leads, then you should be sure to use HubSpots’s Lead Flow feature.

Check Out the Importance of Implementing Marketing Dashboards

At this point in time, most businesses realize how important data is, and how analyzing the data that they collect can provide valuable insight into the performance of their marketing tactics. The challenge lies in making those metrics easy to access, and easy to read for everyone in your company so that everyone can act on them appropriately. Fortunately, tracking data is easier than ever with the use of dashboards.
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Read About a Guide to the Awareness Stage of the Buyer’s Journey

When it comes to addressing the buyer’s journey, making sure that you have content available that addresses the awareness stage of the buyer’s journey is vital if you expect to draw in potential customers. If you try to skip this stage, you will end up losing a substantial number of potential leads.  These leads are still looking for basic information and aren’t ready to make a purchase yet during the awareness stage.

Does Direct Marketing Have A Role In Inbound Marketing?

Recent Marketing Reports, Updates, and Trends 

Visual and Voice Search Are Revitalizing The Role of SEO

The basic parts of a successful search engine optimization (SEO) strategy may have remained consistent for the past couple decades. However, their definition and purpose have changed entirely. Driven by trends like visual search and voice search, the industry’s scope has expanded and evolved into something more dynamic. This delivers on a genuine consumer need. According to a report from Slyce.it, 74 percent of shoppers report that text-only search is insufficient for finding products. Read more about visual and voice search at Search Engine Land.

Nielsen buys Sorensen Media, boosting Addressable TV

Nielsen logoRecently, Nielsen announced that it will acquire Sorensen Media as a a means of providing an all-encompassing addressable TV ad delivery solution. Addressable TV advertising allows marketers to “address” specific consumers with customized advertising messages. By the year 2023, it’s estimated nearly 250 million Smart TVs with addressable capabilities are expected in the market. As read in Marketing Land, Nielsen plans to combine Sorensen Media’s addressable TV platform with its Gracenote automatic content recognition (ACR) technology to “help deliver on the promise of addressable TV advertising.”

Digital ad spending to top traditional for first time

Digital ad spending in the U.S. will exceed traditional ad spending in 2019, according to a recent forecast. Much of that share will come from Google and Facebook, with Amazon gaining speed from behind. The report predicts that digital ad spending will make up more than two-thirds of total U.S. media spending by 2023. Find out more about the growth of digital ad spending at Marketing Land.

What marketers should know about Hulu’s new ‘pause’ ads

A few weeks ago, Hulu unveiled a new “non-intrusive, viewer-initiated” ad type that is displayed when viewers pause their content. Hulu is currently testing the ad with Coca-Cola and Charmin.  Hulu expects to make it available by next quarter. Read more about “pause” ads at Marketing Land.

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