Online Marketing News: Siri vs. Google Assistant, Periscope 360 Video & Amazon Tests Product Listing Ads

<img

class=”aligncenter size-full wp-image-21693″ src=”http://www.toprankblog.com/wp-content/uploads/Google-Assistant-versus-Siri.png&#8221; alt=”” width=”600″ height=”466″ srcset=”http://www.toprankblog.com/wp-content/uploads/Google-Assistant-versus-Siri.png 600w, http://www.toprankblog.com/wp-content/uploads/Google-Assistant-versus-Siri-300×233.png 300w” sizes=”(max-width: 600px) 100vw, 600px” />

Infographic: Google Assistant vs. Siri: Which is the Best Smartphone AI?<br

/>

<span

style=”font-weight: 400;”>Artificial Intelligence is not a thing of the future, it has become something that we rely on daily. Today’s smartphones are equipped with the latest in personal assistants, but they are not all created equal. See which one has the features that you’re looking for. <a

href=”https://www.searchenginejournal.com/google-assistant-vs-siri-best-smartphone-ai-infographic/182455/&#8221; target=”_blank”><span

style=”font-weight: 400;”>Search Engine Journal

Periscope Launches Live 360 Video Broadcasting<br

/>

<span

style=”font-weight: 400;”>Twitter’s Periscope is another in a long line of social networks enabling 360 video on their platform. As of today, everyone can view 360 videos but only a select group of partners can publish. What could this mean for your video marketing strategy in 2017? <a

href=”http://marketingland.com/periscope-launches-live-360-video-broadcasting-202096″><span

style=”font-weight: 400;”>Marketing Land

Amazon Begins Testing Product Listing Ads on Adwords<br

/>

<span

style=”font-weight: 400;”>Google’s Product Search used to be based on organic results. Now it is entirely a pay-to-play advertising tactic. Since Google made the switch in 2012, Amazon has been nowhere to be found. Until now. See how Amazon’s re-entry into PLA could impact other businesses. <a

href=”http://searchengineland.com/amazon-begins-testing-product-listing-ads-adwords-266542&#8243; target=”_blank”><span

style=”font-weight: 400;”>Search Engine Land

How Tolerant Are Online Video Viewers of Buffering & Ads?<br

/>

<span

style=”font-weight: 400;”>Over 75% of adults in the US and UK watch videos weekly. Not surprisingly, Millennials make up a large share of these viewers. A recent report from MarketingCharts found that younger viewers tend to be more open to ads in online video than other adults. Read on to find out what else the study uncovered. <a

href=”http://www.marketingcharts.com/online/how-tolerant-are-online-video-viewers-of-buffering-and-ads-73275/&#8221; target=”_blank”><span

style=”font-weight: 400;”>MarketingCharts

<a

href=”https://www.emarketer.com/Article/Five-Unexpected-Stats-About-Social-Media-2016/1014944&#8243; target=”_blank”><img

class=”alignnone size-full wp-image-21694″ src=”http://www.toprankblog.com/wp-content/uploads/QUALITY-GOODS.jpg&#8221; alt=”” width=”600″ height=”200″ srcset=”http://www.toprankblog.com/wp-content/uploads/QUALITY-GOODS.jpg 600w, http://www.toprankblog.com/wp-content/uploads/QUALITY-GOODS-300×100.jpg 300w” sizes=”(max-width: 600px) 100vw, 600px” />

<br

/>

Digital Ad Market Soars 20% in Q3, Approaches $18 Billion<br

/>

<span

style=”font-weight: 400;”>Digital ad spend in Q3 of 2016 marks the highest spend in Q3 in history with just over $17 billion. This spend is a 20% increase from Q3 of 2016. As the online landscape becomes increasingly competitive, augmenting organic activity with paid will become a necessity. <a

href=”http://www.mediapost.com/publications/article/291938/digital-ad-market-soars-20-in-q3-approaches-18.html&#8221; target=”_blank”><span

style=”font-weight: 400;”>MediaPost

Domino’s Made A ‘Wipeable’ Adult Onsie<br

/>

<span

style=”font-weight: 400;”>Pizza chain giant Domino’s wanted to help their consumers prepare for a day of recovery after the new year holiday. To help ease the pain, they developed a wipeable onsie that can withstand even the greasiest piece of pizza. Additionally, Domino’s is donating all proceeds from the sales of the onsies to charities such as the Teenage Cancer Trust. <a

href=”http://www.adweek.com/adfreak/dominos-made-wipeable-adult-onesie-so-you-can-get-pizza-all-over-yourself-while-eating-175316&#8243; target=”_blank”><span

style=”font-weight: 400;”>AdWeek

Backlash Erupts After Hunt’s Marketing Blunder<br

/>

<span

style=”font-weight: 400;”>Over the past few years health conscious consumers have begun rejecting products with genetically modified organisms or GMOs. To appeal to this audience, Hunt released a series of messages and videos claiming “You won’t find a single genetically modified tomato among our vines”. The problem? No tomatoes (from any vine) contain GMOs. This blunder has caused major backlash for the ketchup king. <a

href=”http://www.forbes.com/sites/kavinsenapathy/2016/12/28/there-are-no-gmo-tomatoes-hunts-marketing-blunder/#31bfd7b2467d&#8221; target=”_blank”><span

style=”font-weight: 400;”>Forbes

<span

style=”font-weight: 400;”>Have a Safe & Happy New Year!

<span

style=”font-weight: 400;”>Thank you to each of our readers (and watchers) that have tuned in each week for our online marketing news round up. We hope you all have a great new year and we can’t wait to see you again in 2017!

<hr

/>

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The Future of Search Engine Optimization: Top SEO Predictions for 2017

<img

class=”aligncenter size-full wp-image-21686″ src=”http://www.toprankblog.com/wp-content/uploads/2017-SEO-Predictions.jpg&#8221; alt=”2017-seo-predictions” width=”600″ height=”350″ srcset=”http://www.toprankblog.com/wp-content/uploads/2017-SEO-Predictions.jpg 600w, http://www.toprankblog.com/wp-content/uploads/2017-SEO-Predictions-300×175.jpg 300w” sizes=”(max-width: 600px) 100vw, 600px” />

<span

style=”font-weight: 400;”>In the past, the SEO battle was focused on either black hat, or white hat tactics. Black hat SEO was considered extremely aggressive and didn’t typically play by the rules of search engines. White hat SEO tactics on the other hand were typically closely aligned with search engine guidelines.

<span

style=”font-weight: 400;”>Today’s world of SEO looks much different (and it’s about time). Instead of hyper focusing only on keywords or search engine needs, smart marketers are concentrating first and foremost on the needs of users. User experience as it relates to mobile accessibility, content structure and user intent on search engines have become the new norm.

<span

style=”font-weight: 400;”>Content is the reason search began in the first place. – Lee Odden

<span

style=”font-weight: 400;”>As many of you know, TopRank Marketing’s history is deeply rooted in SEO. Over the years, we’ve continued to incorporate an optimized approach to digital marketing by implementing <a

href=”http://www.toprankmarketing.com/services/”><span

style=”font-weight: 400;”>integrated digital marketing programs<span

style=”font-weight: 400;”> that always follow SEO best practices.

<span

style=”font-weight: 400;”>But what does the future of SEO hold, is there more? We tapped into the minds of some great marketers to provide their predictions of what SEO will look like in 2017.

<span

style=”font-weight: 400;”>Experts Share Their Top Predictions for 2017

<span

style=”font-weight: 400;”>Doug Walker

<img

class=”alignnone size-full wp-image-21683″ src=”http://www.toprankblog.com/wp-content/uploads/Doug-Walker-SEO-Prediction.jpg&#8221; alt=”doug-walker-seo-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Senior Search Marketer, Dell<br

/>

<a

href=”https://twitter.com/dougwalkerseo&#8221; target=”_blank”><span

style=”font-weight: 400;”>@dougwalkerseo

<hr

/>

Companies will experience big wins by creating relevant and highly useful content. @dougwalkerseo<br

/><a

href=’https://twitter.com/intent/tweet?text=Companies%20will%20experience%20big%20wins%20by%20creating%20relevant%20and%20highly%20useful%20content.%20%40dougwalkerseo&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21681&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>While I think it will be important to be up to speed with AMP and other important technologies, with continued content saturation, I think we’ll see even bigger wins by companies who can remain focused on the effort to:

<span

style=”font-weight: 400;”>1) Create stand-out content, completely relevant and highly useful to their target audience.

<span

style=”font-weight: 400;”>2) Successfully promote that content to drive consistent engagement in the form of links, social shares, news, and other buzz.

<span

style=”font-weight: 400;”>Troy Eaves

<img

class=”alignnone size-full wp-image-21684″ src=”http://www.toprankblog.com/wp-content/uploads/Troy-Eaves-SEO-Prediction.jpg&#8221; alt=”troy-eaves-seo-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Senior Manager, Digital Media – Target Corp<br

/>

<a

href=”https://twitter.com/troyville&#8221; target=”_blank”><span

style=”font-weight: 400;”>@Troyville

<hr

/>

In 2017, RankBrain will factor in more user intent signals than ever before. @Troyville<br

/><a

href=’https://twitter.com/intent/tweet?text=In%202017%2C%20RankBrain%20will%20factor%20in%20more%20user%20intent%20signals%20than%20ever%20before.%20%40Troyville&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21681&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>We’re already seeing RankBrain begin to ‘take over’ and factor in more user intent signals than ever before. I think that will continue to happen and increase in 2017 (specifically, time on site, bounce rates, etc.). I think CTR from SERPs will be a bigger factor in re-ranking URLs as people develop more affinity for the brands they like and click on them when they see them; regardless if they are in pos. #1 or #9.

<span

style=”font-weight: 400;”>I think people will try to optimize for voice searches because, well voice is here. <span

style=”font-weight: 400;”>I think links will still be important. I don’t care what article you read that says they are dying, they aren’t. I think social sentiment around brands, hashtags, keyword association (neighbors) across the web will help sort results.

<span

style=”font-weight: 400;”>If social platforms ever work together with Google, I could see platform specific searches influence rank on Google too.

<span

style=”font-weight: 400;”>Kevin Cotch

<img

class=”alignnone size-full wp-image-21682″ src=”http://www.toprankblog.com/wp-content/uploads/Kevin-Cotch-SEO-Prediction.jpg&#8221; alt=”kevin-cotch-seo-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>SEO Analyst, TopRank Marketing<br

/>

<a

href=”https://twitter.com/kcotch&#8221; target=”_blank”><span

style=”font-weight: 400;”>@KCotch

<hr

/>

SEO experts need to focus on the mobile user moving forward into 2017. @KCotch<br

/><a

href=’https://twitter.com/intent/tweet?text=SEO%20experts%20need%20to%20focus%20on%20the%20mobile%20user%20moving%20forward%20into%202017.%20%40KCotch&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21681&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>The most significant change for SEO in 2017 will be the importance of the mobile-first index for Google. Many sites are ready for a mobile-first index but unfortunately many others are not. Google is continuing its focus on mobile, and it has been increasingly important to optimize for mobile users. SEO experts need to focus on the mobile user moving forward in 2017 in terms of metadata and user experience.

<span

style=”font-weight: 400;”>Danny Goodwin

<img

class=”alignnone size-full wp-image-21685″ src=”http://www.toprankblog.com/wp-content/uploads/Danny-Goodwin-SEO-Prediction.jpg&#8221; alt=”danny-goodwin-seo-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>News Writer, Search Engine Journal<br

/>

<a

href=”https://twitter.com/DannyNMIGoodwin&#8221; target=”_blank”><span

style=”font-weight: 400;”>@DannyNMIGoodwin

<hr

/>

In 2017, pay attention to how much engagement your brand or business is generating. @DannyNMIGoodwin<br

/><a

href=’https://twitter.com/intent/tweet?text=In%202017%2C%20pay%20attention%20to%20how%20much%20engagement%20your%20brand%20or%20business%20is%20generating.%20%40DannyNMIGoodwin&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21681&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>With the rise of Google RankBrain, AI and machine learning are becoming incredibly important to think about for marketers and SEOs who want to capture valuable search visibility and be found at key moments of the customer journey.

<span

style=”font-weight: 400;”>What do these types of algorithms reward? Engagement – how many searchers click on your result and how long they stick around on your website. While these aren’t the only signals Google looks at to determine the quality of its search results (and where your site should rank for specific queries), it is definitely important.

<span

style=”font-weight: 400;”>In 2017, pay attention to how much engagement your brand or business is generating. Specifically: organic search CTR and time on site.

<span

style=”font-weight: 400;”>Even if improving your organic CTR and time-on-site doesn’t directly impact your rankings, it will still bring in more traffic that sticks around longer (and is more likely to convert). Write great titles that make searchers click – and reward searchers for their click by providing awesome, relevant content to match.

 

<span

style=”font-weight: 400;”>Optimize for Humans in 2017

<span

style=”font-weight: 400;”>Each of these experts shared great advice about different tactics that they predict will rule 2017. You’ll notice that the core message behind each of these predictions is the same: put people first.

<span

style=”font-weight: 400;”>By focusing on creating a great user experience and understanding what it is that your users want, you’ll start 2017 off on the right foot!

<span

style=”font-weight: 400;”>Disclosure: Dell is a TopRank Marketing client.

 

<hr

/>

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<a

href=”http://www.toprankblog.com/2016/12/seo-predictions-2017/”>The Future of Search Engine Optimization: Top SEO Predictions for 2017 | http://www.toprankblog.com

The post <a

rel=”nofollow” href=”http://www.toprankblog.com/2016/12/seo-predictions-2017/”>The Future of Search Engine Optimization: Top SEO Predictions for 2017 appeared first on <a

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The Future of Social Media Marketing: Experts Share Social Media Predictions for 2017

<img

class=”aligncenter size-full wp-image-21578″ src=”http://www.toprankblog.com/wp-content/uploads/2017-social-media-marketing-predictions.jpg&#8221; alt=”2017-social-media-marketing-predictions” width=”600″ height=”350″ srcset=”http://www.toprankblog.com/wp-content/uploads/2017-social-media-marketing-predictions.jpg 600w, http://www.toprankblog.com/wp-content/uploads/2017-social-media-marketing-predictions-300×175.jpg 300w” sizes=”(max-width: 600px) 100vw, 600px” />

<span

style=”font-weight: 400;”>Social media platforms enable people from around the world looking to connect and build personal and professional relationships. Earlier this year studies found that there are currently over 2 billion active social media users.

<span

style=”font-weight: 400;”>If you consider the sheer number of people interacting on social networks, it seems like a no-brainer that both B2C and B2B brands should be spending time engaging with their audience, where they’re spending time. But finding a way to not only reach, but connect with audiences on social networks has become increasingly difficult.

<span

style=”font-weight: 400;”>Just a couple years ago, brands were able to build audiences on platforms like Facebook and get in front of the vast majority of their followers without investing in social advertising. These days, the average brand on Facebook will only reach 1-2% of their audience without boosting posts. Need proof? The amount spent on social advertising has increased by <a

href=”https://cmosurvey.org/&#8221; target=”_blank”><span

style=”font-weight: 400;”>234% in the past seven years<span

style=”font-weight: 400;”>. Ouch!

<span

style=”font-weight: 400;”>To help ease the pain, we went straight to the source and tapped into the brilliant minds of marketers from brands like LinkedIn, Social Media Examiner, Social Media Today, BMC and our own team at TopRank Marketing to gain insights into their social media marketing predictions for 2017.

<span

style=”font-weight: 400;”>Experts Share Their Top Predictions for 2017

Mike Stelzner

<img

class=”alignnone size-full wp-image-21573″ src=”http://www.toprankblog.com/wp-content/uploads/Mike-Stelzner-2017-Prediction.jpg&#8221; alt=”mike-stelzner-2017-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>CEO/Founder, Social Media Examiner<br

/>

<a

href=”https://twitter.com/Mike_Stelzner&#8221; target=”_blank”><span

style=”font-weight: 400;”>@Mike_Stelzner

<hr

/>

Information toll stations must be paid for by the those who create content. @Mike_Stelzner<br

/><a

href=’https://twitter.com/intent/tweet?text=Information%20toll%20stations%20must%20be%20paid%20for%20by%20the%20those%20who%20create%20content.%20%40Mike_Stelzner&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21572&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>2017 Prediction: Content Creators Become Endangered Species

<span

style=”font-weight: 400;”>Algorithms, bots, artificial intelligence and people working for very big companies will destroy the business models of people who produce content by disrupting the free flow of information.

<span

style=”font-weight: 400;”>Before the Internet, the power brokers of information were a few media companies that controlled the newspapers, magazines, radio stations and television. The Internet busted through those barriers and allowed anyone to produce anything for any audience. Information flowed and content mediums like blogs and podcasts flourished.

<span

style=”font-weight: 400;”>The Internet was the great system of disintermediation, eliminating the middleman and allowing a free flow of information.

<span

style=”font-weight: 400;”>But, in the very near future, this information flow will be filtered and measured and censored in the name of “reducing clutter” and revealing “only what’s important.”

<span

style=”font-weight: 400;”>Facebook will decide what you see. Google will serve up only that content that complies with its rules and are housed on its servers. Email solutions like Gmail and Yahoo will tighten their own algorithms so even reaching the inbox is at risk.

<span

style=”font-weight: 400;”>The information distribution highway will have toll stations that must be paid for by the those who create content.

<span

style=”font-weight: 400;”>If you want your content seen, you’ll need to house it inside the companies that control the toll stations. Google, Facebook, LinkedIn and more will incentivize content creators to not link to off-site content. These large businesses will become the equivalent of the 1990s America Online–a type of “Hotel California,” where you can enter but never leave.

<span

style=”font-weight: 400;”>Traffic to websites will decline and blogs will shut down. Gone will be the days of information flow and true information freedom. The future will only be more controlled, more filtered and less open.

<span

style=”font-weight: 400;”>But, born from this filtered, computer curated world, will come something new. Some young person in a spare bedroom will invent the next big idea that frees information once again. The pendulum will start swinging back and content creators will experience a new creative renaissance.

<span

style=”font-weight: 400;”>Are you ready for the change?

Carlos Gil

<img

class=”alignnone size-full wp-image-21574″ src=”http://www.toprankblog.com/wp-content/uploads/Carlos-Gil-2017-Prediction.jpg&#8221; alt=”carlos-gil-2017-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Senior Manager – Social Media, BMC<br

/>

<a

href=”https://twitter.com/carlosgil83&#8243; target=”_blank”><span

style=”font-weight: 400;”>@carlosgil83

<hr

/>

Undoubtedly, live video content will continue to take over newsfeeds. @carlosgil83<br

/><a

href=’https://twitter.com/intent/tweet?text=Undoubtedly%2C%20live%20video%20content%20will%20continue%20to%20take%20over%20newsfeeds.%20%40carlosgil83&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21572&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>The biggest challenge marketers will face in 2017 is the same that they seemingly face year over year which is keeping up with the innovation around emerging marketing channels and technologies, such as Snapchat, Facebook Live, and AR/VR, while still maintaining an active presence on the traditional platforms used by the masses (i.e. print, social, digital, etc.). Undoubtedly, live video content will continue to take over newsfeeds with Facebook flexing its muscle as the go-to platform for marketers meanwhile Snapchat, and its looming IPO, will result in Snapchat attracting more brands as advertisers to their platform.

Caitlin Burgess

<img

class=”alignnone size-full wp-image-21575″ src=”http://www.toprankblog.com/wp-content/uploads/Caitlin-Burgess-2017-Prediction.jpg&#8221; alt=”caitlin-burgess-2017-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Content Marketing Lead, TopRank Marketing<br

/>

<a

href=”https://twitter.com/caitlinmburgess&#8221; target=”_blank”><span

style=”font-weight: 400;”>@CaitlinMBurgess

<hr

/>

One opportunity in the coming year will be for brands to focus on user experience. @CaitlinMBurgess<br

/><a

href=’https://twitter.com/intent/tweet?text=One%20opportunity%20in%20the%20coming%20year%20will%20be%20for%20brands%20to%20focus%20on%20user%20experience.%20%40CaitlinMBurgess&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21572&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/>

<span

style=”font-weight: 400;”>The social media landscape is in a constant state of change, but the one thing that will probably never change is the reason people use social in the first place: to feel and <span

style=”font-weight: 400;”>be<span

style=”font-weight: 400;”> connected.

<span

style=”font-weight: 400;”>As a result, I think that one of the greatest opportunities in the coming year and beyond will be for brands to focus on user experience by creating a unique, entertaining and engaging <span

style=”font-weight: 400;”>destination<span

style=”font-weight: 400;”> for their audiences.

<span

style=”font-weight: 400;”>Think about it. Social media platforms are constantly tweaking their formats and algorithms to provide users with the best possible content and experience, making it more difficult for brands and marketers to get organic visibility. Plus, nearly every brand is on social media, competing for the top spots. But what if your pages were able to offer such an awesome, relevant experience that would entice people to navigate on their own to see what the latest discussion, video or tip was?

<span

style=”font-weight: 400;”>All that said, I think to create a destination, one important focus will need to be on<a

href=”http://www.toprankblog.com/2016/10/7-helpful-hacks-successful-social-media-community-management/”&gt; <span

style=”font-weight: 400;”>social media community management<span

style=”font-weight: 400;”>, not just traditional social media marketing. From native video and long-form content to actively encouraging and participating in discussions, you need to ask yourself why anyone would visit your pages in the first place. Do you have a niche expertise or offering? Do you provide great entertainment? What is it that could set you apart? How can your social content connect? Then combine all that with data and insights to begin building a strategy to get people there, participating and coming back.

Megan Golden

<img

class=”alignnone size-full wp-image-21577″ src=”http://www.toprankblog.com/wp-content/uploads/Megan-Golden-2017-Prediction.jpg&#8221; alt=”megan-golden-2017-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Senior Content Marketing Manager, LinkedIn Marketing Solutions<br

/>

<a

href=”https://twitter.com/Goldmegs&#8221; target=”_blank”><span

style=”font-weight: 400;”>@Goldmegs

<hr

/>

content marketers are going to strive to become even more empathetic in their content topics. @Goldmegs<br

/><a

href=’https://twitter.com/intent/tweet?text=content%20marketers%20are%20going%20to%20strive%20to%20become%20even%20more%20empathetic%20in%20their%20content%20topics.%20%40Goldmegs&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21572&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

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<span

style=”font-weight: 400;”>Empathy in a World Divided

<span

style=”font-weight: 400;”>From Brexit to the American election, 2016 has been an eye-opening year and a divisive one for many around the globe. A chasm has come to the surface in a way that really no one can deny. It’s a divided world. As a result, my prediction (and personal hope) for 2017 is that social media and content marketers are going to strive to become even more empathetic in their content topics. I hope we’re also going to be committed to creating content that is humanizing with the innate ability to understand and share the feelings of others.

Andrew Hutchinson

<img

class=”alignnone size-full wp-image-21576″ src=”http://www.toprankblog.com/wp-content/uploads/Andrew-Hutchinson-2017-Prediction.jpg&#8221; alt=”andrew-hutchinson-2017-prediction” width=”200″ height=”250″ />

<span

style=”font-weight: 400;”>Content & Social Media Manager, Social Media Today<br

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<a

href=”https://twitter.com/adhutchinson&#8221; target=”_blank”><span

style=”font-weight: 400;”>@adhutchinson

<span

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The biggest shift in social media marketing is (and will be) focus. @adhutchinson<br

/><a

href=’https://twitter.com/intent/tweet?text=The%20biggest%20shift%20in%20social%20media%20marketing%20is%20%28and%20will%20be%29%20focus.%20%40adhutchinson&via=toprank&related=toprank&url=http://www.toprankblog.com/?p=21572&#8242; target=’_blank’ class=’bctt-ctt-btn’>Click To Tweet<br

/><hr

/><br

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<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”>For years, traditional marketing has aimed for broadcast, to reach as many people as possible, as often as possible. And that makes sense – brand association is a powerful device, and higher exposure leads to better cognitive connection in the consumer. But at the same time, the new age of social media, fuelled by the masses of online data, has opened the door to whole new approaches, methods of connection that no one is fully across yet, given it’s so new.<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”>Because of this, I’d expect to see increased focus on both niche communities and better online and offline data connection in 2017.<span

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<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”>On the first, personalization is growing, more and more brands are learning how to be more effective with content that’s targeted to individual users based on who they are, what they do and what they’re interested in, among many other traits. In times past, this was impossible, but such data is now freely available, and the more brands are using this more focused approach, the more the expectation for others to follow suit increases in step. Because of this, you can expect to see more brands segmenting and focusing their content and marketing efforts in order to appeal to more specific audiences and use-cases.<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”><br

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<span

style=”font-weight: 400;”>On the second, social ROI has long been the thing that critics fall back on, that you can’t connect a ‘Like’ to a cash money result. But you can, and more and more systems and processes are being developed for just that. Facebook, for example, has been evolving its Conversion Lift metrics which correlate online ads and offline sales, incorporating data from the businesses POS system. With the evolution of beacons, geofencing and other tracking technologies, it’s going to become easier for more businesses to directly link their on and offline efforts, enabling them to outline definitive ROI trails.

<span

style=”font-weight: 400;”>Create A Content Destination & Engage Your Audience

<span

style=”font-weight: 400;”>Phew! If we take a look at just the last few months, there have been tremendous advances made in social technology, and the way that users interact with social networks. Imagine what all of 2017 will hold!

<span

style=”font-weight: 400;”>Creating an impact on social comes down to a few very simple ideas which include finding ways to uncover how your social audience interacts (and do that) and developing a destination that they will want to come back to again and again (like blogs have traditionally done) so that you don’t have to rely only on advertising to drive eyeballs to your content.

<span

style=”font-weight: 400;”>Disclosure: LinkedIn is a TopRank Marketing client.

<hr

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Online Marketing News: Content Deluge, Spotify Data Stories and Cyber Monday Breaks Records

influencer-marketing-lee-odden

influencer-marketing-lee-odden

What Can Be Done About the Content Deluge? Insights From 42 Content Marketing Influencers [Infographic]

Content marketing isn’t easy. Although it’s not a new tactic by any stretch of the imagination, marketers are still struggling to spread their message to an increasingly inundated audience. So, how can marketers make their content marketing stick? These 42 influencers, including our own Lee Odden, have some helpful tips. Business to Community

Spotify Crunches User Data in Fun Ways for This New Global Outdoor Ad Campaign

Spotify mined user data for a delightful purpose – a playful new outdoor campaign thanking 2016 for, frankly, being really weird. Some highlights include showing some love to the 1,235 guys who loved the “Girl’s Night” playlist this year, and wondering why someone would need to play “Sorry” 42 times on Valentine’s Day. AdWeek

Report: Cyber Monday was the largest e-commerce day in history

This year, Cyber monday was the largest day in history for eCommerce, bringing in $3.4 billion in revenue. For comparison, eCommerce revenue for Black Friday was $3.34 billion. Interestingly enough, 53% of that revenue came from mobile — 44% via smartphone and 9% via tablet. Marketing Land

Google is Saying Goodbye to Content Keywords

Google announced this week that it’s retiring the Content Keywords feature in Google Search Console. Not to worry – this same data and much more can be found by using the Fetch as Google feature within GSC, which enables users to test how Google crawls and renders an on-site URL. Google Webmaster Central Blog

Four top digital priorities for B2B marketers: Report

A new study from Adobe and eConsultancy shows the top digital marketing priorities for B2B marketers, including catching up on content optimization, targeting and personalization, mastering the tools and analytics for data driven marketing and implementing a customer experience strategy. eConsultancy

8-in-10-b2b-marketers-reported-using-social-media-82-and-content-marketing-81-2-for-customer-acquisition

Instagram Is Facebook’s Biggest App Advertiser. Twitter Is Banned.

Instagram is advertising on Facebook – and quite successfully. Twitter doesn’t share the same luck. Ad Age reports: “Instagram has grown to 500 million monthly users today from 100 million monthly users in 2013, likely aided in part by its promotion on Facebook. But social-media competitor Twitter, whose 317 million monthly users are growing only slowly, is barred from advertising on Facebook.” Ad Age

Programmatic To Grow 31% In 2017, Ahead Of All Other Channels

A recent report from Zenith suggests that programmatic will grow by 31% in 2017, which is faster than all other digital marketing channels, like social media (25% growth) and even online video (20% growth). The report also found that the U.S. is the largest programmatic ad market, valued at $24 billion this year and making up 62% of total programmatic spend. MediaPost

Blogging Benchmarks: Writing Time, Post Length, and Media Use

A recent survey showed that 56% of bloggers say that it takes them three hours or fewer to write a typical blog post. 25% of survey respondents say it take them between one and two hours, 24% said between two and three hours, while only 8% said it takes them less than one hour to write a blog post. MarketingProfs

What were your top online marketing news stories this week?

I’ll be back next week with my lovely co-pilot, Josh Nite, to bring you more online marketing news. Have something newsy to share? Tweet it to @toprank or leave it in the comments!

The post Online Marketing News: Content Deluge, Spotify Data Stories and Cyber Monday Breaks Records appeared first on Online Marketing Blog – TopRank®.

Curb End-of-Year Marketing Burnout with These Digital Marketing Quick Tips

digital-marketing-quick-tips

For many marketers, the holiday season is one of their busiest times of year. But let’s face it, focusing on solving your top marketing problems when you have a holiday party to go to and a new year just around the corner isn’t always easy.

This year, let’s change our perspective. Instead of letting things slip with the notion that you’ll pick back up in the new year, finish 2016 with a bang!

This post has a little bit of everything to keep you motivated and ranges from social media marketing, to email marketing and SEO.

Pick the top one or two items that you’re struggling with most this time of year and commit yourself to maintaining a laser focus through the end of the year.

Need to Inspire Engagement with Social Media Marketing?


Content is KING, but engagement is QUEEN, and she rules the house! – @MariSmith

Click To Tweet


  • Listen and empathize – Learn the current situation, goals and troubles involved as well as the ability to empathize with both the brand marketer and the customers they’re trying to reach.
  • Social Media program Audit – Inventory your assets and examine current social performance. This will help you determine where to focus efforts, and what to let go.
  • Community building and distribution of content – It’s more than pushing brand content, it’s making active efforts to attract and engage a community.
  • Improve Social User Experience – SUX – Make it easy for users to find your brand social channels from your company website. Include social sharing widgets on your blog to make it easy for readers to share on their favorite social network.

Social Media Advertising Just Not Hitting the Mark?


Be so good they can’t ignore you. @SteveMartinToGo

Click To Tweet


  • Find the right platform – One message does not fit all social media platforms.
  • Tailor messaging – Always create content that speaks directly to your audience. Messaging for a CEO should be different from that for a Manager or Consultant.
  • Ad targeting – Test different types of targeting within your  social media advertising campaigns to find the best mix.
  • Incorporate compelling imagery – Creating images that are unique, bright and energetic will go a long way.
  • Rethink your CTA – If users aren’t signing up for demos or more information, consider offering a gated downloads.

Experiencing General Digital Marketing Burnout?


Attention is a precious commodity. @briansolis

Click To Tweet


  • Read a book and explore new places – Stories give us new perspectives and a vacation can provide new scenery to provide new and fresh perspectives.
  • Spark your personal life – Have a good diet, sleep 7-9 hours and exercise that makes you sweat.
  • Mix up your work life – Network with other digital marketers to gain inspiration from by talking about what you do and try attending conferences to rev up your marketing know-how.
  • Jumpstart creativity – Go to local theaters, art museums or concert halls to feel cultural. It can help in supplying you inspiration and motivation to keep creating.

Struggling with Influencer Marketing?


Everyone is influential about something. @leeodden

Click To Tweet


  • Defining influence – Take into account their ability and willingness to affect action – not just achievement of high fan, friend and follower counts.
  • Don’t get distracted – Don’t be blinded by the prospect of fame by association. Popular influencers  won’t necessarily create positive effects for brand marketing and PR goals..
  • Validate influencers – Narrow down a short list of influencers by finding correlations across multiple influencer discovery tools and then validating through manual inspection of their work.
  • Share a game plan – Provide examples of a thought leader who is already speaking to your target audience. Share steps for how you might attract, engage and partner with those influencers.
  • Be the expert – Help your boss & constituents understand what influencer marketing is and isn’t.
  • Be mindful of results – Focusing on social shares vs clickthroughs and actions creates fuzzy influencer results.

Want to Take Your Optimization Strategy Beyond Search Engines?


Google only loves you when everyone else loves you first. @emom

Click To Tweet


  • Create a connection – SEO can deliver content-rich answers to buyers at the moment of need, and social media can provide the means to connect and engage.
  • Be where customers are searching – While many marketers will debate what comes first, content, social media or SEO, the most practical approach is to use the tactics necessary for your target audience in order to “be the best answer” wherever customers are looking.
  • SEO success – More than keywords and links, search engine optimization is an important part of the success equation when it comes to content marketing.
  • Be conversational – While SEO has traditionally been able to drive online marketing performance on its own, search engine updates to address content quality and the more conversational nature of search behavior have combined with the growing popularity of social networks to change the SEO landscape forever.
  • Think of SEO this way – If a customer-focused content marketing program is the sandwich, then SEO is the mayonnaise. It touches nearly everything and enhances the overall flavor of the sandwich. But on it’s own, not very appetizing.

Email Marketing Campaigns Failing to Nurture Leads?


Email is the glue that binds everything together. @Mike_Stelzner

Click To Tweet


  • Segment your list – Begin incorporating and requiring segmentation information in lead capture forms by adding simple qualifiers.
  • Develop a lead nurturing strategy – It may be worth taking the time to develop a few user personas based on the data that you have. Proper persona development can help guide your strategy for different communication streams.
  • Set lead nurturing goals – Understanding what exactly you want to accomplish can help drive your lead nurturing strategy and execution.
  • Consider marketing automation – Marketing automation can simplify the lead nurturing process. However, it’s not a decision to be taken lightly. Marketing automation can be a large investment and requires the appropriate resources to execute effectively.

End the Year with A Bang!

This calendar year isn’t over until it’s over. Take the time that you have left and focus on the marketing activities that will help you have the biggest impact throughout the end of the year. If there are any additional quick tips or inspirations you’d like to share with our other readers, include them in the comments below!


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