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Digital Marketing News: Influencers Trusted More Than Friends LinkedIn Expands Audience Data New B2B Studies & More

8/30/2019

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Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More

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The post Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More appeared first on Online Marketing Blog - TopRank®.





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August 30, 2019 at 05:31AM
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Nissan Increases Involvement With College Sports

8/29/2019

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Nissan Increases Involvement With College Sports

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Nissan North America is increasing its involvement with sports, signing on as the official corporate partner of the NCAA. 

The automaker is now in its 14th year of sponsorship of the Heisman Memorial Trophy Award and the Heisman Trophy Trust, says Allyson Witherspoon, vice president, marketing communications and media, Nissan North America, Inc. Now, Nissan will also be the official corporate partner of NCAA Men’s Basketball and the Final Four thanks to a two-year deal. 

“This is kind of the next feather in our cap when it comes to college sports,” Witherspoon tells Marketing Daily. “We're covering all of the biggest sports moments, in the fall as well as the spring.”

The deal was presented to Nissan dealers at a national meeting in Chicago tonight along with the new Heisman House TV spots, the first of which breaks tonight on ESPN. The NCAA partnership officially begins Sept. 1 -- the first day of the NCAA’s academic calendar.

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The new Nissan College Program will include partnerships with 33 of the most high-profile college athletics departments from eight key regions: Southeast, Central, Midwest, Atlantic, Northwest, Northeast, Mountain and West.

The relationship with the schools will extend beyond the basketball and football seasons and could involve other sports, Witherspoon says. Besides football and basketball, there are 22 other NCAA sports.

“There's a lot of opportunity for us depending on what the season is,” Witherspoon says. “So I think again we'll you know our focus will really be around football and basketball, but our relationship with those schools allows us to expand into other sports as well.”

As an official corporate partner of NCAA Men’s Basketball, Nissan will have a robust presence on linear television and streaming in the form of commercial inventory, in-game features and vignettes throughout the season. CBS Sports and Turner Sports jointly manage and collaborate on the NCAA’s Corporate Champion and Partner program.

Throughout the NCAA  basketball tournament, digital will be a key space for Nissan to connect to consumers as they follow NCAA March Madness across all platforms and devices. On the ground, Nissan will have a robust on-site activation presence at the 2020 Men’s Final Four in Atlanta.

Now in its ninth year, this season’s Nissan Heisman House campaign features nine Heisman Trophy winners in a series of TV spots airing on ESPN beginning tonight and running throughout the college football season. The season’s opening spot, “Road to the Heismans,” will air during tonight’s UCLA vs. Cincinnati game and features the song “Boys Are Back In Town,” originally recorded by Thin Lizzy.

All 2019 Nissan Heisman House campaign spots were directed by Anthony and Joseph Russo, the Emmy Award-winning directors known most for their work on Marvel films and the comedy series "Arrested Development."

“The Heisman House campaign continues to be a tremendous opportunity for Nissan to creatively feature our robust vehicle lineup and innovative technology in front of the massive college football audience,” said Witherspoon.

This year's campaign includes five 45-second spots and five 15-second spots featuring the Nissan Rogue, Altima, Armada, Maxima and GT-R 50th Anniversary Edition. Nissan Intelligent Mobility also remains a major focus.

Nissan will again provide college football fans the opportunity to vote for their favorite Heisman Trophy candidates. Nissan’s fan vote -- the voice of the public -- is cast along with other Heisman voters from sports journalists and previous Heisman winners. Fans can vote through Twitter or at nissanheismanhouse.com via their mobile devices. 

As in previous years, the Nissan Heisman House Tour, featuring a simulated Heisman House, will travel to different college campuses throughout the U.S. The Tour provides fans an opportunity to enjoy the Heisman House living room, take photos with the Trophy, and meet Heisman Trophy winners as well as ESPN on-air talent. 

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August 29, 2019 at 09:19PM
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D2C Brands Have Higher Click-Through Conversion Rates On Mobile

8/29/2019

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D2C Brands Have Higher Click-Through, Conversion Rates On Mobile

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A study has found that direct-to-consumer (D2C) brand advertisers have higher click-through and conversion rates on mobile inventory than on desktop inventory.

The LiveIntent study analyzes dozens of D2C brands running marketing campaigns with LiveIntent, which reaches 250 million verified people monthly.

The findings suggest the click-through rate (CTR) for D2C brands is three times higher on phones than on desktop, and the conversion rates for D2C brands is 50% higher on phones than on PCs.

Kerel Cooper, SVP global marketing at LiveIntent, attributed a high CTR and conversion rate to the high usage rate of email on mobile compared to desktop.

In an email to Digital News Daily, Cooper said mobile devices were not optimized for actual purchases in the past, adding that D2Cs "have been pioneers in building mobile friendly purchase pages." D2C checkout pages have the "luxury of simplicity," he said, because D2C brands are often "singularly focused on one product -- a toothbrush or a mattress -- the simplicity lends itself to an easier check out than, say, a big box store, which has thousands of products to purchase.”

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Mobile increases clicks and conversions and keeps costs down. The data shows that D2C brands have a 25% lower cost per conversion (CPC) on mobile inventory compared to the rate on desktop computers.

D2Cs have always spent heavily on marketing and advertising, Cooper said, because it was the only way to get around the disadvantage of not being in big-box stores.

“They need a hefty budget to create relationships with customers to make up for not being around foot traffic,” he said, pointing to changes in the D2C model that has become so popular.

Evidently the LiveIntent platform has been flooded with D2C brands that sell everything from apparel to furniture to wellness tools to bedding, he said. DTCs launch direct relationships with consumers when they understand how simple it can be to run acquisition campaigns in incremental inventory.

As for D2C product ads, they seem to perform best in consumer-focused publications like newsletters that are about shopping tips, travel news, or general news perform the best for D2C brands looking to find audiences -- driving conversion rates and clicks 5 times higher for D2C brands.





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August 29, 2019 at 02:23PM
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Gartner Optimistic About Visual Search As An Emerging Technology

8/29/2019

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Gartner Optimistic About Visual Search As An Emerging Technology

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Visual search -- the ability to initiate a search query using an image captured by the camera lens on a mobile device -- has increasingly become a channel that can drive consumers from becoming aware of a product to making a purchase.

Gartner classifies visual search as an emerging technology, which puts it right on par with findings from eMarketer survey suggesting that few consumers "regularly" use it.

On average, only 3% regularly use visual search and only 10% have used it in the past, according to the findings. On the other site of the spectrum, 7% are familiar with the technology, according to an eMarketer ecommerce survey conducted in June 2019 by Bizrate Insights and published in August 2019.

Gartner Analyst Mike McGuire points to artificial intelligence (AI), which sits high on the list of transformational trends, as an important technology that supports visual search platforms like Google Lens, Google Apps for Android and iOS, and Prism.

Google, Microsoft, Pinterest and other augmented reality vendors continue to invest in visual search. Their platforms use computer vision and AI to identify the image.

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“Marketing success depends on the maturation of these technologies and mature data and image metadata and tagging capability on the marketing team,” wrote McGuire in a report titled Hype Cycle for Digital Marketing and Advertising 2019. 

ASOS, a U.K. online fashion retailer, already uses visual search. Its search tool, Style Match, integrates into the ASOS mobile app, so customers can zoom in on a man’s suit in a magazine picture, for example, and receive suggestions on similar suits, McGuire explains.

McGuire calls visual search a tool that will enhance the customer experience, benefiting brands most in e-commerce, content marketing, product and search marketing. Amazon also supports this media.

Earlier this month, Mondo released a study showing that 21% of the 1,000 marketers surveyed cite visual search as an important marketing strategy for their organizations through 2020. Visual search fell in line behind strategies such as experiential marketing, micro-moments, and motion design.

Gartner rated visual search as an “on the rise” strategy, along with over-the-top TV advertising, consent and preference management and personification. At the peak are advanced supply-side bidding, customer journey analytics, real-time marketing, conversational marketing, artificial intelligence for marketing, and customer data platforms.





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August 29, 2019 at 01:27PM
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Academic Group Frustrated By Facebook's Data Difficulties

8/29/2019

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Academic Group Frustrated By Facebook's Data Difficulties

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While they don't directly impact Facebook’s bottom line, the company’s ties to academia add an air of respectability to its vast mobile data-grabbing practices.

Threatening those ties, the Social Science Research Council is accusing Facebook of jeopardizing an existing data-sharing initiative.

First announced by Facebook in 2018, the effort was intended to encourage independent research into the role of social media in elections and democratic systems more broadly.

Among other benefactors, the effort has been funded by the Laura and John Arnold Foundation, the Democracy Fund, the William and Flora Hewlett Foundation, and the John S. and James L. Knight Foundation.

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Now, however, the council’s backers are saying that technical difficulties associated with making data available to independent scholars have bogged down research efforts.

They say that 83 independent scholars whose proposals were selected for funding have been given access only to a portion of what they were told they could expect.

“This has made it difficult or, in some cases, impossible for them to complete the approved research,” the funders said in a letter to the SSRC.

The backers are also frustrated by what they see as Facebook’s inability to give a definitive timetable for when the full data set will be made available. The council has given Facebook until September 30 to turn over the promised data.

For its part, Facebook says it remains committed to the project.

In the wake of the Cambridge Analytica controversy, Facebook has been far more careful about giving third parties access to user data.

This summer, for example, the tech titan

debuted

a market research app that prioritized transparency, data safety and participant compensation.





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August 29, 2019 at 07:01AM
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PSFK Research Paper Launch: Exploring The Impact Of Wellness & Fitness Boom On Womens Apparel

8/29/2019

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PSFK Research Paper Launch: Exploring The Impact Of Wellness & Fitness Boom On Women’s Apparel

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How apparel brands are activating to help consumers achieve their wellness goals and showcase their healthy lifestylesGet More Ideas With The PSFK Daily Newsletter



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August 29, 2019 at 06:32AM
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5 B2B Brands Delivering Great Customer Experiences

8/29/2019

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5 B2B Brands Delivering Great Customer Experiences

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Colorfully painted wooden planks image.

Colorfully painted wooden planks image. Today’s B2B customers expect more B2C-like experiences, and here are five brands delivering great customer experiences that go far beyond the tired tradition of boring-to-boring. Research from Gartner has shown that 89 percent of firms compete primarily on customer experience. Not all companies may be taking this to heart, however, as according to additional research some 60 percent of marketers fail to take into account consumer expectations, despite 95 percent seeing increasing expectations from customers. Making memorable customer experiences a priority can help build successful campaigns and make for delighted customers, and with further recent research showing that just 14 percent of B2B survey respondents view customer experience and support as a top priority, there may be no better time to work on delivering great customer experiences. 2019 July 5 MarketingCharts Image In the following randomly-ordered list, we’ll look at five B2B brands that are innovating with customer-pleasing digital experiences.

#1 IBM — IBM Industries Magazine

IBM Industrious Screenshot Image IBM publishes both a print and digital version of a magazine, with its award-winning Industrious quarterly publication, featuring the top content from IBM Industries blog combined with exclusive insight from a variety of industry influencers. Industrious was the winner of the Best Content Marketing Campaign at the B2B Awards USA in 2018, and offers a compelling example of how a large B2B firm is delivering great customer experiences. IBM senior vice president of digital sales and chief marketing officer Michelle Peluso recently offered insight into some of the ways IBM has worked to deliver more agile experiences both internally and on the customer experience front. You can hear her episode of The CMO Podcast here. [bctt tweet="“Client and customer needs are changing at a very rapid pace. We want to make sure IBM is interacting with the people who use our systems, software and services—not just the person making the purchase decisions.” @MichelleaPeluso" username="toprank"] Adding relevant influencer content is a proven method to drive engagement, build trust, and create digital experiences that are truly interesting and helpful. [bctt tweet="“It’s not enough to simply make people aware of our brands — we need to instill an immediate sense of credibility, so that trust is being established in the very first interactions.” — Nick Nelson @NickNelsonMN" username="toprank"]

#2 3M — Science Champions Podcast

3M Science Champions Screenshot Image At TopRank Marketing we are B2B influencer marketing specialists, and have recently worked to feature influencers in our client 3M’s Champions of Science series of podcasts. Recent industry experts appearing on Champions of Science have included Professor Stephen Curry, Department of Life Sciences at Imperial College London, Dr. Suze Kundu, Materials Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Associate Professor of Chemistry at American University. Using podcasting can be a great way to up your customer experience game, and we’ve recently taken a look at how B2B marketers can promote podcasts, and have also gathered together an industry-leading list of top marketing-related podcasts, which you can find here:
  • How to Promote Your B2B Podcast
  • 20 Podcasts To Elevate Your B2B Marketing
  • 10 More Marketing Podcasts To Boost Your Business
[bctt tweet="“If you’re at an enterprise-level organization, you have a built-in audience. Encourage your employees to listen to each episode and share it with their social networks.” — Joshua Nite @NiteWrites" username="toprank"]

#3 Businessolver — 2019 State of Workplace Empathy

Businesssolver Screenshot Image Employee benefits administration technology firm Businessolver sought to connect with customers through conducting a study of empathy in the workplace, causing professionals to take a close look at what has recently been seen as the rising importance of empathy among workers in all fields. Businessolver's 2019 State of Workplace Empathy study highlights why workplace empathy should be an important part of company efforts, offering an online asset that can be cited and used by customers and their firms. [bctt tweet="“93 percent of employees say they're more likely to stay with an empathetic employer.” @businessolver" username="toprank"] At this year’s Cannes Lions International Festival of Creativity, greater incorporation of empathy and intuition in marketing processes was seen as a key trend for 2020, along with learning to better recognize the individuals behind the data. Take a look at more in “6 Cannes Revelations About B2B Marketing in 2020.” [bctt tweet="“Content marketing requires putting the empathy you have for your audience to a constructive purpose.” — Joshua Nite @NiteWrites" username="toprank"]

#4 Marketo — Guide to Lead Generation

Marketo Lead Generation Screenshot Image Each year marketing software firm Marketo creates a Guide to Lead Generation, with helpful insights for customers made available on an array of easy-to-access social media platforms including Facebook, LinkedIn, SlideShare, and Google, as well as the firm's own site. [bctt tweet="“We live in a hyperconnected world where our brands aren’t controlled by us anymore. They’re controlled by our customers. The brand is being defined by the buyer.” — Marketo CEO @nstevenlucas" username="toprank"] Offering helpful digital assets is just one of many successful methods to deliver great customer experiences. We've explored numerous additional ways savvy B2B marketers can offer memorable customer experiences in these recent articles:
  • Wow Your Crowd: The Recipe for Creating Exceptional Content Experiences
  • Content Marketing Interview: Annie Granatstein on Creating Emotionally Engaging Content Experiences #CMWorld
  • The Experience Factor: It’s Time for Content Marketers to ‘Flip the Switch’
[bctt tweet="“If your lead gen efforts aren’t connecting, start by getting a more accurate picture of your buying audience. Use social listening. Ask them questions. Talk to sales and customer service to refine your personas.” — Joshua Nite @NiteWrites" username="toprank"]

#5 Emerson — We <3 STEM / 2019 STEM Survey

Emerson STEM Screenshot Image Global technology and engineering firm Emerson has worked to increase the next generation’s interest in Science, Technology, Engineering, and Math (STEM), and has conducted and released its 2019 STEM Survey. Emerson CMO Kathy Button Bell recently shared some of the innovative initiatives the company is taking to build successful customer experiences, in an interview with Drew Neisser of AdAge. “Empowering individuals of all ages and backgrounds with the tools necessary to thrive in STEM is a crucial step in solving the growing talent gap across several key industries,” Bell recently told Power Engineering. “We have long been dedicated to fostering a culture at Emerson that attracts and advances women through a variety of initiatives, including our 4,000-member Women in STEM group, which provides support and mentoring for our female engineers globally,” Bell added. [bctt tweet="“To raise new questions, new possibilities, to regard old problems from a new angle, requires creative imagination and marks real advance in science.” — Albert Einstein" username="toprank"]

How To Deliver Great Customer Expectations

Expectations Typewriter Image When it comes to delivering great customer expectations, IBM, 3M, Businessolver, Marketo, and Emerson have given us five examples of what can be done with award-winning effort, sizable resources, and an abundance of time. Considering the extensive effort required to produce top-quality customer experiences today, many B2B brands are turning to professional agency help from firms such as TopRank Marketing, the only B2B Marketing agency offering influencer marketing as a top capability in Forrester’s most recent “B2B Marketing Agencies, North America, Q1 2019” report. You can also learn more on these subjects by joining us at upcoming speaking events and conferences. Our CEO Lee Odden will be speaking at Content Marketing World next week, where on September 3 he'll be presenting "How to Develop a B2B Influencer Marketing Program That Actually Works" with Amisha Gandhi of SAP, and a solo session on September 4 exploring "Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body." Our Senior Director of Digital Strategy Ashley Zeckman will also be speaking at Content Marketing World, in "Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy."

The post 5 B2B Brands Delivering Great Customer Experiences appeared first on Online Marketing Blog - TopRank®.





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August 29, 2019 at 05:31AM
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'Tribal Art' 'Dancing Times' Magazines Offer Subscriptions To Digitized Archives

8/28/2019

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'Tribal Art,' 'Dancing Times' Magazines Offer Subscriptions To Digitized Archives

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Exact Editions, a London-based company that digitizes the archives of periodicals, has partnered with Tribal Art magazine to digitize and offer subscriptions to its 15-year archive.

This comes a week after the company announced it was working with Dancing Times, one of the oldest monthly dance magazines, to do the same.

Tribal Art magazine’s publishing director Alex Arthur called the partnership a “new opportunity for digital subscription revenue in both the individual and institutional realm.”

Individuals and institutions can access Tribal Art magazine’s archive online and on mobile. A subscription gives users access to both the archive and new issues. 

Individuals can pay $19.99 quarterly or $72.99 a year.

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Tribal Art magazine is devoted to the arts and culture of the traditional peoples of Africa, Oceania, Asia and the Americas. Each issue runs around 160 pages and contains articles from international scholars and specialists, reviews of exhibitions, interviews, histories of objects and collections and coverage of art market news. 

Exact Editions’ platform lets subscribers search, browse and share the archived magazine’s content. Issues can be used as a research tool for students, artists, historians, authors and librarians, as well as for enthusiasts in the space.

In addition, Dancing Times digitized over 50 issues in collaboration with the producers, developers and designers at Exact Editions.

“The new digital archive offers us an opportunity to maximize revenue from institutional subscriptions, a market in which we are particularly keen to expand,” stated Dancing Times editor Jonathan Gray.

Individuals and institutions can subscribe to the last five years of the magazine's archive and new issues as they are published. Individuals can pay $11.99 quarterly or $40.99 a year.





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August 28, 2019 at 04:20PM
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United Airlines Loyalty Miles Will No Longer Expire

8/28/2019

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United Airlines Loyalty Miles Will No Longer Expire

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United Airlines is giving its frequent-flier customers a reprieve from having to fret over expiring miles.

Effective immediately, MileagePlus award miles never expire, giving members a lifetime to use miles on flights, experiences, hotels and more, according to the airline. 

Previously, United travelers’ miles expired if their accounts remained inactive for 18 months.

United joins Delta Air Lines and JetBlue, which also don’t impose a deadline to redeem miles. American Airlines requires customers to earn or redeem miles every 18 months to keep miles from expiring. Expired miles at American can be reactivated within 18 months of expiration for a fee.

United offers customers more ways than other airlines to earn and use miles, says Luc Bondar, vice president of loyalty and president of MileagePlus at United. More customers used miles to book award trips in 2018 than in any year before, he adds.

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"We want to demonstrate to our members that we are committing to them for the long haul, and giving customers a lifetime to use miles is an exceptionally meaningful benefit," Bondar says in a release. 

The airline has made other recent enhancements to its  MileagePlus program, including a partnership with Clear that includes free or discounted Clear membership pricing for U.S.-based MileagePlus members. Competitor Delta has had an exclusive relationship with Clear since 2016. 

United claims to offer award travel to more destinations than any other U.S. airline, with service to more than 1,300 destinations through United and Star Alliance partners, and ability to book award travel on United and all Star Alliance partners through the United mobile app.





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August 28, 2019 at 04:20PM
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Nintendo Launching 'Mario Kart Tour' For Apple Android Phones

8/28/2019

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Nintendo Launching 'Mario Kart Tour' For Apple, Android Phones

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The long-awaited Nintendo game Mario Kart Tour for iOS and Android mobile devices is coming on Sept. 25.

Players who want to know when the game is available for download can pre-register at the AppStore or Google Play.

“For the first time ever in a Mario Kart game, players can drive past giant Warp Pipes while drifting through a New York-inspired cityscape, all with the swipe of a finger,” stated Nick Chavez, Nintendo of America senior vice president of sales and marketing.”

In the game, players can experience endless racing while collecting drivers, like Mario, as well as karts and gliders.

The game is free to start and requires a Nintendo account.





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August 28, 2019 at 02:36PM
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