Digital Marketing News: Email Marketing Facts, Gen Z Media Usage & Snap Publisher Tool

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119 Facts About Email Marketing [Infographic]
Discover 119 facts you didn’t know about email marketing including, why email marketing works, biggest email trends for 2017, most common types of emails, most used email marketing tactics, segmentation and personalization, mobile email statistics and more. (MarketingProfs)

Gen Z is The Largest, Most Diverse Group of Media Users, According to a New Report From Nielsen
A new report from Nielsen’s Total Audience Report for the first quarter of 2017 highlights how unique and diverse Gen Z is in media consumption. This report shows a device ownership and other technology breakdown by generation, and why Gen Z is more able to adapt to new technologies than other generations. (AdWeek)

Snap Inc. Launches ‘Snap Publisher’ Ad Creation Tool
Snap Inc. recently launched a new self-serve ad tool to encourage more advertising spend, which is now global, instead of limited to certain regions. A new creation platform was also announced to launch soon called Snap Publisher. This new platform offers templates to create ads and simply upload your brand logo, tagline, content and video. (Social Media Today)

Ask A Question, Get an Answer in Google Analytics
If you know what data you need, and want it quickly, just ask Google Analytics and get your answer. This new voice feature uses the same natural language processing technology as other Google products like Android and Search, and will be available in English to all Google Analytics users over the next few weeks. (Google Analytics Solutions Blog)

Work Smarter and Stay Connected with the New LinkedIn App for Windows 10
The new LinkedIn app for Windows 10 gives LinkedIn members more options for how they connect with their professional network. The app is for desktop users and includes many features to make it easier to connect and full control to customize your experience while using the app. (LinkedIn Official Blog)

Google News Feed Now With Machine Learning & Follow Buttons
Google Search is now making it easier to discover, explore and stay connected to what matters most to you. You can follow topics based on search queries that helps Google understand what you’re interested in, and your news feed will be based on your interactions with Google. (Search Engine Roundtable)

Facebook Always Wins: Data Shows Publishers Are Buying Far More Facebook Traffic
Publishers are buying more traffic from the platform despite declining organic reach and monetization issues. The average number of paid monthly impressions from Facebook over the last 18 months has doubled, and publishers are using Facebook to distribute content profitably to achieve their business goals. (DigiDay)

Google Expands Home Service Ads to More Markets, More Business Categories
Google’s Home Services ad product is now available for more business categories in more cities than before. As a customer of this service, your ads can be featured at the top of SERPs with added trust and prestige due to the strict qualifying criteria that advertisers must meet to publish their ads. (Search Engine Journal)

What were your top online marketing news stories this week?

We’ll be back next week with more news! Need more in the meantime? Follow @toprank on Twitter.

The post Digital Marketing News: Email Marketing Facts, Gen Z Media Usage & Snap Publisher Tool appeared first on Online Marketing Blog – TopRank®.

July 21st 2017 Online Marketing

How to Use Whatsapp to Generate More Sales

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Since launching in 2009, WhatsApp has become one of the most popular ways for people to communicate with each other across the globe. Today, the mobile app’s active user base is second only to its parent company, Facebook, with over 1.2 billion people using it to send messages and share data every month.

Social network sites ranked by number of active users (in millions) as of April 2017

For most users, WhatsApp is a chatting application for casual conversations between friends and family. However, the app also has a lot of potential for doing business.

Here are a few reasons Whatsapp makes a great business tool:

  • Easily send brochures, catalogs, e-books, images, and videos.
  • Get customer feedback by using WhatsApp as a survey tool.
  • Send alerts and notifications about sales and events.
  • Accept sales inquiries
  • Receive payment from purchases instantly.
  •  Direct engagement via phone calls.

Getting Started With Whatsapp

Perhaps one of the reasons behind WhatsApp’s popularity is its advertisement free experience. However, the lack of advertisement opportunities has caused business people to believe that there is no revenue to gain in WhatsApp.

The thing is there are no media to invest in or ad space to purchase, and you most certainly can’t get away with spamming people you don’t know.  Fortunately, there are still a number of ways to make the app a useful business tool. Here’s how to get started:

1. Build a Phone Database

Image result for people using whatsapp

The one thing that can stand between your messages and your target audience in WhatsApp is their phone number. Without a phone number, you cannot send messages to prospective customers which means you’ll have to earn their contact invitation.  You can do this by offering something of value to catch their interest, such as a special promo, a free service, or a free item.

2. Establish User Loyalty

Take advantage of WhatsApp’s extremely loyal users. The group lists on Whatsapp have shown more brand loyalty than any other social media groups. Couple this with a friendly and personal brand persona, and you will be able to develop a great reputation with your target audience.

3. Be Quick on Your Feet

WhatsApp has an amazing 70 percent open rate, which means that more often than not, your target audience is online and will see your messages. If you receive an inquiry, you must respond promptly. The worst thing you can do is establish a massive phone list and fail to reply to your customers.

4. Create Quality Content

You’ll have to stop thinking of WhatsApp as a mere chatting application. That being said, you must ensure that you deliver top notch quality content. Similar to how you would advertise on Facebook, Instagram, or Twitter, your WhatsApp ads must adhere to your brand’s style and format.

WhatsApp is a very direct and personal app, so it pays to make sure that your brand is represented by a friendly persona to engage with customers. Like any other social media platforms, you’ll have to prioritize your target audience to get the most out of it.

The post How to Use Whatsapp to Generate More Sales appeared first on WebProNews.

July 19th 2017 Online Marketing

Digital Marketing News: Short Attention Spans, Instagram Retargeting and LinkedIn Notifications

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The Short Attention Span Solution for Marketers (Hint: It’s Email) [Infographic]
Email subscribers are spending more time reading the emails they receive. This infographic looks at email analytics over the past 6 years, and includes statistics and research on how email has evolved, how consumers interact with email and tips to optimize your emails for readers with short attention spans. (HubSpot)

Facebook Adds Instagram Retargeting Options to Custom Audience
Facebook’s Business Manager has added 3 new retargeting options for Instagram that appears under the “Engagement” objective when creating a custom audience. Video lets you create a list of people based on how long they watched your video, lead form creates a list of people who have opened, completed or started a form and Instagram business profile creates a list of anyone who’s interacted with your profile page. (Social Media Today)

New Notifications Features to Stay Up-to-Date on Your Network and Your Activity
The LinkedIn notifications tab has added new features to customize your notifications including a daily rundown to help you stay current on top news for the day, search appearances where you’ll receive a weekly notification of how many people found you from a LinkedIn search and now you can personalize your notification settings on mobile and desktop. (LinkedIn Official Blog)

Google Image Search Can Now Display Results for Videos
Video images are now included on Google Image Search with the help of structured data markup. You can watch the video from the image by clicking the “Watch” button, which will open the video in the YouTube App. Right now, it is only available for YouTube videos. (Search Engine Journal)

Bing Adds ‘Popular Content’ Search Results Snippet Section
A new feature has been added to the search results page in Bing called, “Popular Content”. It acts as a carousel-like feature where you can click the right arrow to see more options. This new feature shows you popular content sections for the website or web page. (Search Engine Land)

Facebook is Getting Ready to Test Paid Subscriptions With Publications
Facebook is moving ahead to let people subscribe to publications through Instant Articles, although nothing is final yet. This will support publications like The New York Times and The Economist, who have metered paywalls, by allowing access to subscriber data so they can better understand their audience. The publisher will also have full control over pricing. (Digiday)

Twitter Just Added Several Advanced Filters So Users Can Control Their Notifications
Twitter now allows users more control over the notifications they receive from the social network, including new accounts, accounts you don’t follow and don’t follow you, accounts with default profile photos and accounts without a confirmed email address or phone number. (AdWeek)

Majority of Marketers Still Struggle with Adaptive Marketing, Per CMO Council
A study based on the survey results of more than 150 senior marketing executives polled during Q2 of 2017 reports many findings including, most important marketing mix component, adaptive marketing performance, global market requirements and solutions to gain a better understanding of markets. (MediaPost)

What were your top digital marketing news stories this week?

We’ll be back next week with more digital marketing news and updates! If you’re looking for more in the meantime, follow @toprank on Twitter.

The post Digital Marketing News: Short Attention Spans, Instagram Retargeting and LinkedIn Notifications appeared first on Online Marketing Blog – TopRank®.

July 14th 2017 Online Marketing

SEO Vs. PPC: How to Make the Right Choice

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Most successful online businesses typically aim to make maximum profits. To reach this goal, these businesses greatly rely on SEO (Search Engine Optimization) and PPC (Pay Per Click) to drive traffic. The more people that visit your site, the better your chances of making sales.

Both SEO and PPC advertising offer profitable result. However, there are many notable differences between the two, thus choosing the right one for your campaign is vital.

In order to choose, you need to first understand what they are and why they are different.

Why Choose SEO

Image result for search engine optimization benefits

SEO stands for Search Engine Optimization and as its name suggests, it targets organic search engine results. Before choosing to market your business with SEO, here are a few things to factor into your decision:

  •  It’s free
  •  80% of website traffic comes from search engines
  •  Getting to the first page of search engines mean sustained traffic.

Keep in mind that since SEO is a free strategy, the competition will be extremely fierce. You won’t be the only one utilizing SEO, so you’ll need to up your game. Improve your website’s functionality and aesthetics, as well as be consistent with your posts.

When to Choose SEO

The right marketing tool to use strongly depends on what kind of company you run and what goals you’ve set for the future. Below are more scenarios wherein SEO will be the better choice:

  • You’d rather invest time and effort to get results in the long run, instead of paying money for quick results.
  • When you want to increase your website’s value.
  •  Reaching the first page of a search engine means that you get sustained traffic.

Why Choose PPC

To use PPC, you’ll need to dish out some cash to get results.

Image result for ppc benefits

Unlike SEO that depends on consistently posting new content, PPC is a method that will get your website on the first page of a search engine through bidding. Here are a few handy things to know about PPC.

  • You need to bid a certain amount for your ads to appear in the “sponsored results” section of search engines.
  • You pay for every person who clicks on your promoted campaign.
  • Examples of PPC tools include Google AdWords, Yahoo Advertising, and Facebook Promotions.

When to Choose PPC

If you are willing to spend money to generate traffic to your website, PPC is the way to go. Here are more circumstances wherein PPC will be the better marketing tool.

  •  You want immediate results.
  •  You want to target a specific age group, income bracket, and other demographics.
  •  If you’re aiming for keyword domination since the top 3 sponsored links on a search engine results page receives 50% of the traffic.
  • When you are promoting an event or limited-time offer.

Choosing the right marketing method for your company may seem like a big and heavy decision to make on your part. However, don’t think of PPC and SEO as competitors since they are actually complimentary. If you are able to do both, then you are certain to get way better results compared to what you will get by choosing only one.

The post SEO Vs. PPC: How to Make the Right Choice appeared first on WebProNews.

July 13th 2017 Online Marketing, PPC, SEO

25 Influencer Marketing Platforms & Marketplaces

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Marketers around the world are searching for ways to better connect with their audiences and it’s become very clear that consumers place more trust in consumers than brands. That means, the true power lies with the customer, which means many brands have had to adapt their marketing strategies to create better experiences for their audience.

One way to do so is by incorporating influencer driven content into the digital marketing mix.

For B2C brands, incorporating influencers is already a well-established practice. But for B2B brands, the concept is much newer. In a recent report that we developed with Altimeter Group and Traackr, we found that only 11% of B2B companies are running an ongoing influencer marketing program, yet 80% of these marketers rate content marketing most impacted by influencer marketing.

One of the essential ingredients to a successful influencer marketing program is having the right tools in your toolkit. To help remove some of the mystery, we have developed a list of 25 influencer marketing tools (free and paid) that can help you along your journey to leveling up influencer marketing within your organization. Please note that these tools are not ranked in a specific order based on preference or recommended use, so we encourage you to dig into all 25!

25 Influencer Marketing Tools

#1 – Onalytica

Onalytica provides influencer relationship management software and supporting professional services to brands. Specialties include influencer identification, influencer relationship management and measuring influence to better automate and streamline influencing activity and identify engagement opportunities.

Type: Paid with free trial

#2 – BuzzSumo

BuzzSumo is designed to support your influencer outreach by finding heavily shared content, identifying influencers in your topic area and filter by location, reach, authority and engagement, following and engaging with influencers with social media integration and finding authoritative sites in the niche for your brand’s content.

Type: Paid with free trial

#3 – BuzzStream

BuzzStream is an influencer outreach platform that uncovers influencer information including contact, social profiles and site metrics. You can track all of your conversations including emails and tweets, and even set reminders to follow-up. You can also keep all the information organized in a centralized database, collaborate with teammates and share notes.

Type: Paid

#4 – GroupHigh

GroupHigh offers a software-as-a-service marketing application that allows teams to build, evaluate and manage marketing relationships, with features including web and social data, blog and social search, relationship ranking and scoring and post tracking. You can identify new influencers, organize existing relationships, vet influencers, nurture influencer relationships and report and track earned media from blogs and social media.

Type: Paid

#5 – Sprout Social

Sprout Social is a social media management platform that helps streamline and enhance conversations to let brands easily engage with people and build lasting relationships. Keep track of social conversations, customize the way your team uses the platform to facilitate ongoing collaboration, manage publishing calendars and build presentation-ready reports.

Type: Paid with free trial

#6 – Traackr

Traackr is an influencer relationship management platform where you can manage, expand, validate and scale your global influencer marketing. Organize your influencer data in one place, foster team collaboration by assigning ownership, track conversations and benchmark your brand’s influence in the market.

Type: Paid

#7 – Followerwonk (by Moz)

Followerwonk is an app that helps you dig deeper into Twitter Analytics. You can search bios and connect, compare Twitter accounts, segment your followers, compare your relationships with competitors and friends and match your activities to your followers to give them what they like the most.

Type: Free and paid

#8 – Content BLVD

Content BLVD is a YouTube influencer marketplace that makes communication fast and efficient, while helping you choose the right YouTube influencers for your products. You have access to a dashboard to keep track of everything in one place.

Type: Free

#9 – Blogmint

Blogmint is Asia’s first automated platform that connects brands and influencers by identifying targeted influencers to create powerful social and video content. You can create campaigns, invite influencers, review and approve blog posts and get in-depth analytics in real-time.

Type: Paid

#10 – Zoomph

Zoomph is an influencer marketing platform with over 200M+ social identities in the database. You can locate prospects across social media, engage in 1-1 interactions and publish web experiences that elevate your content with many designer-made templates. You also have access to tools for automation data discovery, content moderation and outreach.

Type: Paid with free trial

#11 – Find Your Influence

Find Your Influence is a SaaS (Software as a Service) influencer marketing platform that helps marketers make deeper, more authentic connections with their customers. You can assign a complete campaign budget, pick influencers at the price you want to pay and manage your campaign from start to finish through a centralized dashboard.

Type: Paid

#12 – Markerly

Markerly connects brands with real people to deliver authentic and successful brand affiliations. You can create your own marketing network with campaign management and influencer CRM tools, while the influencer marketing solution spans multiple networks to help you identify and recruit the right influencers.

Type: Paid

#13 – Webfluential

Webfluential is an influencer marketing platform that gives marketers a lot of the tools needed to manage influencer marketing campaigns. You can search costs, crowdsource campaign ideas, build a community of influencers, collaborate and communicate with influencers, get valuable insights and have access to artificial intelligence matching from brands and influencers.

Type: Paid

#14 – Ninja Outreach

Ninja Outreach is an influencer and blogger outreach CRM software that offers many solutions for marketers. You can search the database which contains over 25 million websites to find the right influencers, pinpoint Twitter and Instagram influencers, track all communications, organize your campaigns and clients and have access to over 25 metrics.

Type: Paid with free trial

#15 – Izea

IZEA is an influencer marketing platform that automates influencer and content marketing programs by streamlining workflow, eliminating time-consuming processes and provides many features for high volume execution. The platform covers all aspects of content production and distribution through influencers and includes the ability to securely manage payments.

Type: Paid

#16 – Little Bird

Little Bird is an influencer identification and marketing platform that was acquired by Sprinklr in 2016. This platform helps brands build like-minded communities and create relevant content with top influencers across social media. You’ll create more connected experiences for customers by leveraging segmentation and social analysis based on an influencer’s reputation.

Type: Paid

#17 – Pitchbox

Pitchbox is an influencer outreach and content marketing platform that allows marketers to find bloggers, publishers and influencers using a keyword search. You can customize outreach emails and automatically follow up with non-respondents and track each step of the process for better organization and efficiency.

Type: Paid

#18 – Klear

Klear allows you to search for influencers, get insight into their social profiles for added focus, manage and measure your influencer program with a CRM system and monitor your brand, competitors and keywords to make more informed marketing decisions.

Type: Free and paid

#19 – Influence.co

Influence.co is an influencer marketing platform for brands and influencers. You can find social network information, published content and demographical information, as well as contact information so you can reach out to influencers quickly.

Type: Free and paid

#20 – Outreachr

Outreachr provides an easy way to streamline your marketing and PR efforts by allowing you to find quick and relevant influencers. You can search for influencers based on website content, share content with influencers and pull social reporting, including key metrics.

Type: Paid

#21 – Social Crawlytics

Social Crawlytics is tool that helps you identify influencers, and uncover your competitor’s most shared content. You can gain access to social metrics, authors and scheduled monitoring.

Type: Free

#22 – TapInfluence

TapInfluence is an influencer-generated content engine where you can find influencers, build and execute influencer marketing programs, get multi-channel tracking and amplify your best content.

Type: Paid

#23 – FameBit

FameBit is a  influencer marketing tool that helps brands connect with YouTubers, and vice versa. You can launch a campaign, find the right influencers, review and approve content and manage your campaign all in one place. You can set your own budget and with campaign targeting, you can filter to find influencers that are right for your brand.

Type: Free and paid

#24 – BrandBacker

BrandBacker is a platform that connects influencers to brands. Influence Teams work regularly with you to create content, give you feedback and promote your brand. You can find who is creating content about your brand, industry and competitors, and measure your content performance and trends.

Type:  Paid

#25 – Influitive

Influitive is an advocacy platform that helps brands spark, build and sustain movement with the participation of their customers. This platform is designed to create amazing experiences for your brand’s advocates and fosters a sense of community and a direct connection with your brand. You have access to thousands of advocates and data, segmentation and personalization is powered through this platform.

Type: Paid

What is Your Favorite Influencer Marketing Tool?

Tools are only one piece of developing an effective influencer marketing program but are essential to success. 

Which influencer marketing tools are your favorite? Why?


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July 12th 2017 Online Marketing

CMWorld Interview: Citrix’s Justin Levy Takes a Dive into Top Social Media Opportunities

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The lines between long-form content and social media marketing are becoming blurrier each day. Social networks now allow for native video viewing, live video and even some long-form content. They have essentially become their own content platforms competing with blogs and brand websites.

Facebook alone is on pace to hit approximately 2 billion users this year and other social networks are growing at a rapid pace as well.

To better understand the role that social media marketing plays in today’s digital world, I decided to pick the brain of one of today’s top social media leaders, Justin Levy. Justin is the Director of Social Marketing at Citrix and in addition to being an incredibly talented marketer, he’s very open to sharing what he knows to help other marketers learn and grow.

Justin is part of the star-studded cast that will be presenting at Content Marketing World in September and provided great insights into his favorite parts of his role at Citrix, top opportunities for marketers today and a preview into what attendees will learn from his session at Content Marketing World.

What does your role as Director of Social Marketing at Citrix entail?

I oversee global social media at Citrix. That includes setting the strategy for our community management across the company’s corporate and core channels (internationally), management of paid social spend, social governance across the company, setting social media policy and overseeing the governance over all other accounts.

I am a member of the corporate communications leadership team. That means that me and my team are responsible for all social aspects of our communications motions.

Additionally, my team is responsible for end-to-end management of the corporate blog and employee social advocacy. That means we are reviewing every blog post and working with internal authors to analyze post performance.

What do you like best about your role at Citrix?

When I think about it, there are two major areas of my role at Citrix that I thoroughly enjoy:

Exposing People to the Power of Social Media

I particularly enjoy developing relationships with internal team members and exposing them to  the true power of social media. Social media is still so basic for so many people. The reality is that so many people are still operating at a 101 level but may not even realize it. I try to help others see that the social media universe is broader than simply “being on Twitter”.


To be able to change someone’s perspective about social media is pretty cool. @justinlevy
Click To Tweet


Exploring Diversity & Inclusion

Everything at Citrix surrounding diversity and inclusion is led by our executive leadership team, including our CEO and Chief People Officer. They feel very strongly about talking about diversity and inclusion and what we’re doing here at Citrix along with our corporate citizenship in the communities where we have a presence.

We have a large customer conference every year called Citrix Synergy and have always been able to integrate planning for this conference with our corporate citizenship team. This year though, we came up with a plan to give back to the Heart of Florida United Way (Orlando).

United Way wasn’t sure how much they would receive but the max we had communicated was that they would receive $30,000 for the organization. Their Chief Marketing Officer decided to come to the conference and receive the check. We were actually able to raise over $52,000 for their organization and you could tell that their team was touched by the effort.

When you can impact someone like that in your job, especially one that is social, it’s a great feeling.

How have the other positions you’ve held in your career impacted how you approach digital marketing today? 

I have always had a viewpoint.

Before coming to Citrix I ran an early social media agency with Chris Brogan right around when he came out with his NYT Bestseller, Trust Agents.


Working with @chrisbrogan is what really gave me some of my social media chops. @justinlevy
Click To Tweet


What do you think is one opportunity that many marketers are not taking advantage of today?

I have always had this feeling that people in a social media positions should align with other team members in legal, security, IT and PR.
Too often, teams come in and think that they are going to run around and create images and do whatever they’re going to do (and ask for forgiveness later). That approach can often get them in a lot of trouble, and put the company at risk.
One of the first things I did when I started at Citrix was to review the social governance policy and speak to the legal team so that I could start to understand what was considered right or wrong for our brand. One of the very early conversations became a running joke that “I’ll teach them social media and they’ll teach me legal”. I also try to ensure that I provide them updates from legal decisions that are made around social media because I don’t expect them to be on the hunt for social changes. This helps us determine as a team if we are protected or need to make changes.

In addition to working with the legal team, I also make sure to align with our securities application team. That way we can keep them updated on what is going on from a security perspective. The reason being that social media and email are often the places where security breaches happen which can expose the company to unnecessary risk.

By taking these steps when I first started, these relationships have blossomed and provided my team and I with some air-cover.

What is the biggest social media marketing mistake that you see many marketers making today? How can it be fixed?

One of the things I see social media marketing teams do at times and I don’t think aligns with their legal teams on is, using GIFs that they just find online.

We stay away from them because there is potential copyright infringement with GIFs, memes and even photography.

I am not willing to expose our international brand to legal issues over a photo.

What are some tips for marketers to become more savvy in utilizing social media as a means to connect with industry influencers? What shouldn’t they do?

Many of the people I choose to work with (like the team at TopRank Marketing) are people that I have an existing relationship with. I find that these people do a great job of reaching out for my insights on topics that they know I am knowledgeable about. I also enjoy working with teams that help me edit where needed, promote the content we created together and make it easy to share.

On the flipside, when someone tags me (and 500 other marketers) in a Facebook post or spams my social media, I don’t respond because it’s not genuine.

Do you have any advice for other marketers who are making the transition from content creation to a marketing leadership role like yours?

The most important piece is to make sure that you are aligned. You can get in the weeds when it’s the right time, but you have to consider the broader strategy. Does it integrate with other teams and company leadership?


You have to move from looking at marketing tactically to looking at it strategically. @justinlevy
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If you work on the strategy from that vantage point then you will have alignment that will help determine what you should work on, and how you can empower other members of your team.

With our program, we take the time to custom write the type of tweets and types of updates we would like them to share out. We take the time to provide them with content.

You also have to realize that things can change quickly internally and externally. So while you should have a content calendar to guide you, there are times when higher priority items come in and everything that you had planned changes.

In your presentation at Content Marketing World you’ll be sharing the insights into how your team at Citrix overhauled your Wikipedia presence. Without giving it all away, what are 3 things attendees will learn from your session?

First of all, you need to know what you’re working with. That requires completing an audit of your presence across Wikipedia. To be honest, when we started we didn’t know what ours looked like.

Next, you need to prioritize updating your main company page. Everything else comes secondary to that.

Wikipedia is an entirely different language. You have to know how to work technically within the site and with their editors to develop consistency.

Make sure that you have someone whether they are on your team or an outside resource, that can work within Wikipedia’s guidelines.

Which speaker presentations are you looking forward to most at Content Marketing World 2017?

Joe Pulizzi always gives a fantastic overview at the start of the event. He typically shares an inspiring look at the future based on the most recent research conducted by Content Marketing Institute and MarketingProfs.

Three of my other favorite speakers are Scott Stratten, Mitch Joel and Ann Handley. Each one of them is dynamic and fantastic in their own way. Seeing them speak is a very special experience, because they impart deep knowledge on the topics they’re speaking on because that is what they’re passionate about.

Want More?

Thank you for taking the time to share your experience with us Justin!

If you’d like to learn more from Justin and 14 of his fellow Content Marketing World speakers, check out the final eBook in our series, In-Flight Content Guide: Making the Most of Your Content Journey.


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CMWorld Interview: Citrix’s Justin Levy Takes a Dive into Top Social Media Opportunities | http://www.toprankblog.com

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July 10th 2017 Online Marketing, Social Media

Digital Marketing News: Sustainable Social, Mobile Search Makeover and The Hiring Climate

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How to Build a Sustainable Social Marketing Strategy [Infographic]
Maximize your marketing efforts by understanding core best practices including, emphasize visual content, use infographics if you’re a B2B brand and avoid clickbait titles. This infographic also shows stats that will help you understand audience behaviors and interests on social media. (Social Media Today)

Google is Testing a New Design for Mobile Search Results
Google is testing a new design for both paid and organic search results. Some changes include the URL is now at the top of search cards, there are fewer ads and more color has been added to organic search cards. (Search Engine Journal)

The Marketing and Advertising Hiring Climate
Recent research shows that most marketing and advertising executives expect to keep the size of their creative staff steady in the second half of 2017. Get insight into hiring plans for full-time creative employees, hiring priorities for specific positions and the most challenging areas for companies to fill for the second half of the year. (Marketing Profs)

Fun fact: TopRank Marketing happens to be in the 9% of marketing companies expanding their team in the second half of 2017! Visit our careers page to learn more. 

Facebook is Testing the Addition of Pages’ Descriptions to Their Cover Images
Facebook has confirmed that it is testing Pages’ descriptions to their cover images. Right now, the feature is desktop-only, and descriptions can be up to 100 characters. Text can be edited via the Edit Information option on the cover image. (AdWeek)

Snapchat Lets You Add Links, Voice Filters and Backdrops to Snap
With Paperclip, you can attach a website to a Snap and your friends can swipe up to open the link in Snapchat’s internal browser. The Backdrops feature lets you cut out an object from your Snap and put a colorful pattern behind it to make it stick out, and Voice Filters let you change the sound of voices in your Snaps. (Tech Crunch)

Google Posts are Removed After 7 Days, With One Exception
Most Google posts are removed 7 days after they are first published. The exception is posts that are based on local events. These posts are removed after the event date. Google Posts allows brands to share timely messages with their customers, which show up in the local panel on a web search and Google Maps. (Search Engine Land)

Introducing Photo and Video Replies to Stories
You can now reply to Stories with a photo or a video. With access to any creative tools in the camera, including face filters, stickers and Rewind, you can be more fun and playful in your responses. Just like with other replies, you’ll see the reply in your inbox. (Instagram Blog)

YouTube Heats Up VR Market
YouTube is promoting the development and creation of VR videos with new resources and tools that help developers and make VR more attractive for marketing. YouTube has also extended applications for intensive training at VR Creator Lab. (DM News)

What were your top digital marketing news stories this week?

We’ll be back next week with more news from the wide world of digital marketing. If you’re craving more news and insights, follow @toprank on Twitter!

The post Digital Marketing News: Sustainable Social, Mobile Search Makeover and The Hiring Climate appeared first on Online Marketing Blog – TopRank®.

July 7th 2017 Online Marketing

The TopRank Marketing Team Explores the Meaning of Great Work

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When you hear the names Tesla, Einstein, Da Vinci or Earhart, what comes to mind?

For me, these are people who pushed boundaries, didn’t settle and changed the world. In the end, what they really have in common is that they all produced “great work”.

Today more than ever, marketers are challenged to constantly push themselves to be more innovative and agile to create great work quickly. Competition is becoming increasingly fierce and brands and agencies alike are trying to stand out to attract customers and clients.

But what does great work really mean?

At the core, in order to actually produce great work you must always be learning, growing and practicing your craft.

Recently, our friends at Workfront released a series of interviews with some of today’s top marketing minds that focused on what it really takes to create meaningful work. Inspired by that series, we’ve included some of our favorite insights from these marketing masterminds, and asked some of our own team members what great work means to them (including my own definition of great work).

Here is what they had to say…

What Does Great Work Mean to You?

Lee Odden

“I think great work is a combination of things. Great work should serve a purpose and have an impact to advance the organization in some way. Quality, effectiveness, and efficiency all contribute to work that’s great.

But, there’s another dimension that I think is critical for defining great work and that is based on the assessment we do of ourselves.

Those who set high standards and are driven to excellence set the bar higher than any manager, client, or customer would. Great work in this context is the accomplishment of quality, consistency, and effectiveness that satisfy personal goals for excellence.

Ultimately, great work stands out as thoughtful and purposeful, creative, data informed, effective, efficient, measurable, and satisfying for those who do it.”
– Lee Odden, CEO, TopRank Marketing – Read Lee’s  full interview on the Workfront blog

“At a bare minimum, great work produces the results or desired outcome you’re looking for. Really great work is innovative in that it addresses the needs of your audience in a new and creative way.”
– Alexis Hall, Director of Client Accounts, TopRank Marketing

“There is producing work, and then there is producing ‘great work’. To me, producing great work means that the work needs to achieve two pivotal qualifiers. It must be something that you are proud to stand behind, and it must serve a clear and desirable outcome.”
– Dan Rasmussen, Account Manager, TopRank Marketing

“I think ‘great work’ is that which exceeds your original objective and/or opens up new opportunities.”
– Evan Prokop, Digital Marketing Manager, TopRank Marketing

Great work means what it’s always meant: It’s work that an audience values. It’s work that resonates with the people you want to reach.”
– Ann Handley, Chief Content Officer, MarketingProfs – Read Ann’s full interview on the Workfront blog

“The definition of great work is ridiculously simple; great work has transformative power to change behavior, thoughts, habits, or opinions of everyone it touches. But actually cultivating that sort of work every single day? Now that is a ridiculously complex challenge that few can meet, but is nonetheless worth striving for.”
– Knute Sands, Content Marketing Manager, TopRank Marketing

“The definition of great work can be found in the results. Great work goes above and beyond objectives for the product – whether that’s a blog post, an eBook or a pair of fluffy cat pajamas.”
– Tiffani Allen, Account Manager, TopRank Marketing

“To me, producing great work comes down to focusing on doing the little things right. At times, marketers are too fixated on the bigger goal instead of what it will take to get there. Producing great work is a collection of the little things to make something that drives actions/results.”
– Kevin Cotch, SEO Analyst, TopRank Marketing

“Through your work you get ROI for your customers and you strive for better ROI than anyone else in the industry. But you also want to have work that creates opportunities for people. That could mean your employees, your family of people who you want to help.”
– Ian Cleary, Founder, RazorSocial – Read Ian’s full interview on the Workfront blog

“Producing great work is all about having fun as well as learning something new along the way. I love it when that child-like curiosity comes out that say, ‘oh, what if we do this?’. The experimentation takes place comes from both the willingness to push boundaries and the knowledge to understand when you are on the right path.”
– Amy Higgins, Account Manager, TopRank Marketing

“Producing great work is all about two things:

  1. Knowing that it could be better. Even if you put everything you could into a project you know that it could have been better. You learned something from your mistakes or success that you can use the next time. When you know that it could be better you’re not afraid to change and iterate. Doing great work is knowing that it’s never perfect.
  2. Getting it done. Sometimes, when you know things can be better, it’s hard to finish a project. You strive for perfection and pay the cost in missed opportunity. Getting things done even though you know they can be better is the key. You have to finish something to learn from it.”

– Steve Slater, Digital Advertising Manager, TopRank Marketing

“For me, producing great work comes down to three core things: Vision, attention to detail and passion. Your vision is what drives your creative process. Your attention to detail is what ensures your vision is realized. And your passion is what adds authenticity, credibility and true quality to your finished product.”
– Caitlin Burgess, Content Marketing Manager, TopRank Marketing

To me, this is actually a ‘body of work’—attributable to a thought leader, writer, artist, creative. It’s a physical or virtual ‘thing’ you can point to with great pride and humility at the same time, and know that you put this creation together.”
– Mari Smith, Social Media Expert & Consultant – Read Mari’s full interview on the Workfront blog

“Great Work is a massive, motivational goal for me and team members I spend my time with daily. We all believe as Steve Jobs did that ‘Work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work.’

The thing is; great work doesn’t always get the recognition it deserves. And so being open to the multitude of lenses, we all view our work through, is extremely important to fostering even more great work in the future.

Remember Lester Bangs who said ‘Every great work of art has two faces, one toward its own time and one toward the future, toward eternity.’

The only way to truly produce great work is to commit to learning, absorbing, experiencing and trying, trying and yes, trying again.

Thornton Wilder motivates us all to be great workers with his thoughts ‘Seek the lofty by reading, hearing and seeing great work at some moment every day.’

No matter what lens you view great work through or how much time and energy you put into generating great work, I think it wise to live by the words of Mark Zuckerberg ‘Celebrate people doing great work and create more cultural momentum and awareness that this is an important thing in the world.’

Great work! A guiding principle in my life and those around me.”
– Susan Misukanis, President & Co-Founder, TopRank Marketing

 

“Great work is something you can look back on with a sense of pride and accomplishment. If you pushed yourself, utilized the tools and resources available to you, and delivered something you’re proud to put your name on, chances are you’ve produced great work.”
– Will Peterson, Account Manager, TopRank Marketing

“Results achieved and nothing less. With the real-time, noisy nature of social media today, you’re only as good as your last win. Meaning, what worked for you a year or two ago is no longer relevant due to the speed at which marketing is evolving.”
– Carlos Gil, Head of Global Media, BMC Software – Read Carlos’ full interview on the Workfront blog

I think the one deciding factor for ‘great work’ is that it is meaningful. That doesn’t necessarily mean curing cancer or getting stray dogs adopted or the like, though a societal benefit definitely helps. By ‘meaningful’ I mean that you understand the purpose of the work in the context of the company, the client, the intended audience. For a content writer like me, that meaning is the difference between filling buckets with words and guiding a reader to take action. If my content helps a reader make a decision that benefits them, brings revenue to our client, and inspires that client to continue investing in our agency—to me, that’s great work.”
– Josh Nite, Content Marketing Manager, TopRank Marketing

“Great work must be founded on solid strategy aligned with specific business (or personal) objectives, integrated in all definitions of the word (across channels, across business units, etc.),  be measurable and have goals. If you don’t reach your goals, you haven’t necessarily failed. Great work means failing fast. Learning quickly. And trying again.”
– Elizabeth Williams, Account Manager, TopRank Marketing

“For me, great work is all about producing something that you’re proud of, especially if it is something new or different. Also, great work should absolutely have a big impact on business goals, otherwise, what’s the point?

By not settling for the status quo, being open to learning new things and pushing boundaries, you open yourself up to finding new and innovative ways of creating great work that stands out against your competitors.”
– Ashley Zeckman, Director of Agency Marketing, TopRank Marketing

I don’t really think about it. For me, if I’m proud of it, and my team is proud of it, and our clients are proud of it, I’m okay with that. Of course, we look at metrics. But when you have a real impact, you don’t need metrics to tell you.”
– Jay Baer, President, Convince & Convert – Read Jay’s full interview on the Workfront blog  

Guiding Themes of Great Work

In order to create great work, you must:

  1. Always be learning growing and evolving your approach.
  2. Do work that you find meaningful and fulfilling.
  3. Set the bar high and measure results against business objectives.

If you’d like to join a team of digital marketers committed to doing great work, let’s talk! Feel free to stop over at our careers page to browse our open positions or contact us at hr@toprankmarketing.com and let us know what great work means to you!


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The TopRank Marketing Team Explores the Meaning of Great Work | http://www.toprankblog.com

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July 5th 2017 Online Marketing

How Social Listening Can Strengthen Your Online Marketing Strategy

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Businesses now have all of the tools necessary to find out how people feel about their branding efforts. Social listening is a marketing strategy that allows companies to read and respond to customer feedback on social media. This gives them the opportunity to fine-tune their marketing efforts to help them achieve their goals.

Social listening is really more about understanding and responding to the comments you’re getting from your target market on social media. Integrating social listening into your current marketing efforts can help you craft the perfect strategy based on the needs of the people you want to attract.

But how do you use social listening to strengthen your online marketing presence? 

Have a Conversation With Your CustomersFeedback, Confirming, Board, Blackboard

Think of social listening as a conversation with your customers that is happening online. As they provide you with feedback, you reward them with a response that assures them that their concerns are being addressed.

It’s important that you become more aware of feedback cues and respond to them appropriately. Failing to provide customers with an actionable response will earn you a bad reputation and diminish customer satisfaction.

Better Customer Service

Social listening can be a very effective tool to use for improving your current customer service strategy. Using social media as a supplementary customer support channel makes your brand come across as more approachable to potential and existing customers.

Customers no longer have to wait on hold in order to get a customer service representative when they can easily reach out to you via social media. Just remember to be especially responsive to complaints to avoid damaging your online credibility.

Use Social Listening Tools

Brands who argue that social listening is an exhausting marketing technique are those who do not know how to use online tools to their advantage. There are many social listening tools available that can help you efficiently manage feedback and respond to comments all in one screen. These intuitive tools make social listening less tedious and more focused.

Finding the right social listening tool depends on your budget and needs. Below are a few programs you can choose from to improve your current online marketing strategy:

1. BuzzSumo

BuzzSumo allows you to closely monitor online engagement through their Content Alert feature. Similar to Google Alerts, you can set it to notify you of any trends based on specific keywords, domains, and authors.

2. HooteSuite

More popularly known as a scheduling tool, Hootsuite also has a feature that lets you manage and respond to complaints more efficiently. This can be a huge time-saver and is ideal to those who are new to online marketing.

3. FollowerWonk

FollowerWonk is a social listening tool designed for Twitter. This tool gives you access to insights about your competitor’s followers, which you can use to improve your strategy.

Social listening is a marketing technique companies should not overlook. It is critical for your marketing campaign to be tailored to your audience in order for you to achieve the results you want. Use the internet in general and social media, in particular, to make your brand more approachable to customers.

The post How Social Listening Can Strengthen Your Online Marketing Strategy appeared first on WebProNews.

Digital Marketing News: Content Is Still King, Purchases from Email, B2B Tech Influencer Marketing

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Here Are 7 Reasons Why Content is Still King in 2017 [Infographic]
The way content marketing draws attention and helps build genuine relationships with the audience is what sets it apart from other marketing tactics. Smart marketers are using content marketing to approach their target audience in a more subtle way to ensure the customer needs are met while building brand credibility and trust. (Social Media Today)

What Influences Consumers to Purchase From Marketing Emails?
A recent survey conducted of 1,004 consumers who have received marketing emails in the past year reports how the different generations are influenced in their purchase decisions. Consumers are most influenced to make purchases from marketing emails by sales/discounts and brand reputation. (MarketingProfs)

The Rise of Influencer Marketing in B2B Technology
B2B marketing has definitely shifted with new challenges when it comes to influencer marketing in enterprise technology. To better understand these shifts and get actionable solutions, 10 industry experts have weighed in about implementing and scaling influencer marketing. (TraackrClick here for the Influence 2.0 study from today’s video!

See How You Stack Up With Inline Competitive Metrics
Six new metrics are available at the campaign, ad group and keyword levels in the main UI and Reports tab in Bing Ads. You can also access these reports via the Bing Ads API. Advertisers can now see how their campaigns, Ad groups and keywords stack up against the competition. (Bing Ads Blog)

Google to Stop Using Information in Gmail to Target Personalized Ads
Google announced that the enterprise version of Gmail and the consumer version will more closely align later this year. Both enterprise and consumer versions of Gmail will not be used to target personalized ads. The ads shown will be based on a user’s settings, including the option to disable personalized ads altogether. (Search Engine Journal)

New Ways to Protect Your Pinterest Account
Pinterest is rolling out a two-factor authentication to everyone in the next few weeks to add security by requiring a verification code every time you log in. You can receive the code via text message, or for added security, download Twilio’s Authy app. If the two-factor authentication is enabled, it works across your entire account on all devices. (Pinterest Blog)

Adobe Is Launching AI-Powered Voice Analytics
Adobe is adding voice analytics to the Adobe Analytics Cloud which will help people better understand how media is consumed via voice-enabled devices. You can track voice usage by intent and add specific parameters and a brand can measure top-of-funnel metrics, as well as trends and patterns at scale over time. (AdWeek)

Messenger Just Added More Fun to Your Video Chats
Facebook Messenger has added new features to video chats. You can now use animated reactions, filters, masks and effects. You can also take pictures of your one-on-one and group video chats and share them with your friends. (Facebook Newsroom)

What were your top digital marketing news stories this week?

We’ll be back next week with more top digital marketing news. For more news and expert insights, follow @toprank on Twitter!

The post Digital Marketing News: Content Is Still King, Purchases from Email, B2B Tech Influencer Marketing appeared first on Online Marketing Blog – TopRank®.

June 30th 2017 Online Marketing