Archiv für den Monat: September 2019

From SEO to CMO: Self driving technology and the path to C-Suite

There is an incredibly exciting trend happening in the SEO community where more and more marketers are taking on more responsibility across multiple facets of digital marketing.

As digital marketing develops more nuanced and targeted execution, marketers see ways to diversify their skillsets and impacts on their organizations.

For search marketers, there has never been a better time to take advantage. According to BrightEdge data from CEO Jim Yu, more SEOs are taking on broader roles and having a bigger impact – with 51 percent of customers expanding the role of SEO across all digital marketing and 23% become CMOs in recent years.

Last week at Share19, hundreds of digital marketers, SEOs, and content strategists gathered to collaborate towards a common goal – to driving growth and revenue to their businesses and progress their SEO and digital marketing careers. Attendees learned new and advanced techniques for keyword research, learned about the career journeys of chief marketing officers at Fortune 500 brands and were the first to hear the big news that BrightEdge is releasing technology that literally puts SEO on autopilot.

Self-driving SEO: Impossible or possible?

As marketers, we all get frustrated with lack of resources — not having enough time and people to have the impact we want. No doubt, right now you are competing for resources and fighting with barriers to communication with your web dev team, your IT team, and your paid search team. Doing the same thing day in and day out can get mundane – especially for those with a bias towards the creative.

Last year alone Google did 3,234 launches, 595,429 search quality tests, 44,155 side-by-side experiments, and 15,096 live traffic experiments. Simply, keeping up to date with change is a task unto itself. Add to that day-to-day content issues, broken links, algorithmic changes, and mobile issues, and you can see why sometimes progress is elusive.

What if it were possible for some parts of your SEO to run on autopilot? Just imagine if all those repetitive yet necessary tasks that are integral to SEO could be running in the background, freeing you up to focus on higher-impact initiatives?

With an average of 53.5% of website traffic coming from organic search, it is clear that there is a huge opportunity for marketers to automate and optimize their most important marketing channels with speed, precision, and scale.

Last week BrightEdge Autopilot was announced to tackle just that and automate SEO tasks so that they don’t require a human touch. Made possible through a series of technology investments and the recent acquisition of mobile technology developed by Trilibis, marketers can now auto-optimize mobile and fully automate the most critical and time-consuming of SEO tasks.

Within six months of deployment, over 1,000 brands are now using BrightEdge Autopilot to power Self-driving SEO.

Intelligent automation: Performance and scale

So, automation takes our jobs away right? This is a comment and objection we hear not just in this space but across the industry. Sure, if you are happy doing the same things day in and day out and have no desire to get the best results for you and your customer then fine, automation may not be for you.

For those who see the opportunity to spend more time on higher-level work, automation is here to help marketers do more with less and execute more quickly. Routine SEO and content tasks can be implemented with little effort, allowing you to focus on high-impact activities and accomplish more personal and professional objectives. In order to progress in a predominantly technically oriented space, you have to embrace technology.

Automated grammar and spelling checks may have eliminated a few proofreading jobs, but it improved the accuracy and quality of documents and allowed writers to invest more time in the research and articulation of their ideas. Assisted driving automation helps keep you safer on the roads and likewise, automated SEO keeps your site and content safer for Google and makes it more easily discoverable by your audience.

According to Yu, BrightEdge Autopilot technology is already delivering on automation performance promises with:

  • 60% increase in page views per visits​
  • 21% more keywords on page one rankings​
  • 2x increase in conversions​
  • PPC channel impact – 28% improvement in the “Ad Quality Score”​

Campbell’s Global SEO Manager, Amanda Ciktor was able to share the impact of automation with BrightEdge Autopilot showcasing a 204% traffic lift year-over-year.

With one day of implementation work Amanda and her team were able to compress 75,000 images and within a few weeks saw:

  • Move 4,000 keywords to page one
  • Improve faster mobile page load speed for 35% of pages
  • Improve overall load time by five seconds

In fact, brands across numerous industry verticals have seen dramatic performance improvement with up to 65%.

SEO and the CMO

According to Gartner’s CMO survey, SEO is one of the four digital workhorses that account for 25% of marketing investments. And, by 2023 autonomous marketing systems will issue 55% of multichannel marketing messages based on marketer criteria and real-time consumer behavior, resulting in a predicted 25% increase in response rates.

SEO, Automation, and the CMO were three themes that stood out at the launch of BrightEdge Autopilot at Share19 last week. The finale of the event was a roundtable discussion featuring marketing luminaries, including Kelly Hopping, Chief Marketing Officer for Gartner Digital Markets, Lauren Fyrefield, Chief Marketing Officer for WorldStrides and Armin Molavi, Vice President of Global Media Strategy of Hilton Brands.

As the CMO role becomes more results-focused and data-driven, we have seen a change in the skillset and perspective from one that is more brand and positioning-oriented to one that is more technical and technology stack-oriented. This draws on the natural skills SEOs use in generating profitable organic traffic. The problem for SEOs is that they can get buried in tactical execution. Automation allows them to free up time for planning, strategy, and relationship building that will help elevate their visibility and consideration for advancement.

From listening to everyone on the panel it was clear that was a linear progression path to the CMO position developing. A commitment to

1. Embracing technology innovation

2. Drives growth and revenue

3. Fuels digital career growth

As one CMO panelist put it “we are constantly looking at ways to get smarter, automate and scale. We manage everything in-house so if we are not automating, getting smarter then we can’t scale.”

Automation is definitely helping marketers, and especially those who want to unleash more creativity and, who knows, become the next CMO or CDO.

The underlying theme is to pursue opportunities and leverage technology to help you do that.

Andy Betts is a chief marketer, consultant, and digital hybrid with more than 20 years of experience in digital, technology and marketing working across London, Europe, New York, and San Francisco. He can be found on twitter @andybetts1.

The post From SEO to CMO: Self driving technology and the path to C-Suite appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

QQ Digital Marketing Recap Standing Businesspeople Image

QQ Digital Marketing Recap Standing Businesspeople Image

We’ve now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020.

Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020.

We’re always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel.

Each quarter we reflect on what’s happened in digital marketing and look ahead with key trends. Let’s examine both the challenges and opportunities the quarter’s top B2B marketing news has brought our industry.

The Digital Marketing Sights and Sounds of Q3

When It Comes to Digital Marketing Spending …

Forecasts from the third quarter showed that global digital advertising spending is expected to continue to rise. In the U.S. alone digital ad spending grew to $28.4 billion for the first quarter of 2019, up 18 percent from the same quarter a year ago. (ClickZ)

IAB 2019 Ad Spend Chart ImageWhat Else?

    • Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to study data that also highlighted the comparatively greater number of small-to-medium size firms using digital versus traditional formats. (Broadcasting & Cable)
    • Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to IAB report data. (ClickZ)
    • By 2021 global digital advertising spending is predicted to increase by 47 percent from 2019, with ad expenditure growth up by 5.3 percent, according to Zenith. (MarketingProfs)
    • Amazon cut into Google’s advertising market share during the quarter, garnering ad revenue growth of 53 percent for sponsored brands and 102 percent for sponsored products, while Google spending growth slowed from the prior quarter. Microsoft’s Bing also saw desktop ad spending growth, its strongest since 2016. (MediaPost)
    • Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year. (Mobile Marketing Magazine)
    • Forrester Research released a report looking at the strong growth of Amazon ads and how the company’s rise is affecting an array of rivals from Facebook to agencies and ad-tech firms. (Marketing Dive)
    • Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, and in-app mobile video is increasingly driving ad spending. (MarTech Advisor)
    • 73 percent of B2B senior-level executives use more sources when researching and evaluating purchases than they did last year. (MarketingCharts)
    • By 2021 podcast advertising is expected to top $1 billion in annual revenue, IAB predicted. (The Verge)
    • Digital video advertising spending has seen continued growth according to IAB study data, with the average survey advertiser projected to spend $18 million in 2019, up from 2018’s $14.2 million. (Adweek)
    • 63% of B2B companies plan to moderately raise spending on email marketing, with top goals being increased engagement, conversion, and lead generation, some of the trends of interest to digital marketers among forecast data released during Q3 by GetResponse and Ascend. (MediaPost)
    • Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data. (MediaPost)

Read more on this topic:

When It Comes to Search Marketing …

Q3 saw the release of data showing that for the first time most Google searches don’t yield subsequent clicks, with 50.33 percent ending on the search giant’s result page, and 45.25 percent of searches resulting in organic clicks and 4.42 percent in paid advertisement clicks. (SparkToro)

2019 September 20 MarketingCharts ChartWhat Else?

  • Google gave content creators the ability to incorporate multiple thumbnail images from the same video, which will all appear in search results linked to various spots within a video, using custom markup code. (TechCrunch)
  • Audience targeting is the top search marketing technology affecting search engine marketing strategy. At 86 percent, audience targeting topped keywords, which came in at 83 percent, and re-marketing, which had 76 percent, Q3 survey data showed. (MarketingCharts)
  • Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. (Search Engine Journal)
  • Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles saw 14.1 percent higher CTR rates — two insights from a Google search result analysis published during the quarter. (Backlinko)
  • Google rolled out playable podcast episodes that appear directly in search results, presenting both new visibility opportunities along with attribution and analytics challenges for marketers and brands. (Engadget)
  • Facebook began offering more advertisers options for inserting ads within search results on its platform, including new news feed campaign options for marketers. (Search Engine Journal)
  • A Q3 Marin Software survey showed that paid search accounts for 40 percent of digital ad spending, with paid social just under 20 percent. (ClickZ)
  • Digital marketers using Bing search advertisements got new insights from Microsoft Advertising, which added to the metrics data available including those relating to impressions and “prominence metrics.” (Search Engine Journal)

Read more on this topic:

When It Comes to Content Marketing …

During the third quarter report data showed that B2B marketers see in-person events, content marketing, traditional e-mail, and paid social as the most effective B2B marketing channels. (MarketingCharts)

2019 August 16 Marketing Charts ChartWhat Else?

  • Facebook began testing the elimination of “like” counts in news-feed posts, a move echoing a similar shift from tests conducted with its Instagram property — aimed at placing greater focus on content and less on like counts. (TechCrunch)
  • Among senior B2B marketers, a sizable 82 percent viewed content as important for achieving marketing goals, however only 48 percent believed their content was only somewhat effective — or even ineffective. (ClickZ)
  • 80 percent of B2B buyers expect a B2C-like experience, while 47 percent read between three and five pieces of content before initiating sales contact communication. (Webbiquity)
  • YouTube video content was the subject of a Q3 Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. (Social Media Today)
  • Facebook announced new features aimed at helping creators monetize content, including several new placement choices for video advertisements, brand collaboration enhancements, and Creator Studio additions. (Marketing Land)
  • B2B marketers see their websites as an effective method for building awareness, however the sites often fail to offer compelling content and directly answer top questions, according to Q3 research from Forrester. The best sites engage using interactive visuals, useful tools, and experiences that demonstrate a keen audience understanding, the study revealed. (MediaPost)

Read more on this topic:

When It Comes to Social Media …

Q3 saw a number of reports detailing the health of social media and how marketers, brands, and consumers use various platforms, and the technology as a whole.

Liking posts topped a Q3 list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads. (Social Media Today)

2019 August 9 Marketing Charts ChartWhat Else?

  • Twitter is foremost a “look at this” social media destination, YouTube is primarily a learning target, while Instagram and Facebook fall into the “look at me” category. (Adweek)
  • Consumer conversations about brands share very little crossover from social media listening and offline discussion, according to study data released during the quarter that looks at real-world and social media interaction differences and similarities. (Marketing Land)
  • 60 percent of regular emoji users like brands using emojis that match their own personality, and 51 percent are more likely to comment on social media posts from brands that use emojis. (MarketingCharts)
  • 56 percent of Gen X consumers find too much advertising on social platforms, and 42 percent don’t like brand social interaction. (eMarketer)

Read more on this topic:

When It Comes to Influencer Marketing …

Implementation of B2B influencer marketing continued its growth during Q3. Influencer advertisements were also seen to have generated 277 percent more emotional intensity and 87 percent more memory encoding than traditional television ads, according to Q3 survey data that also examined the varying effectiveness of macro, micro, and celebrity influencers. (eMarketer)

2019 July 12 SmallBizGenius ChartWhat Else?

  • Global spending for influencer marketing will top $5 billion and could reach as high as $10 billion over the next two years, during which time 57 percent of marketers expect to add the practice to their marketing activities. (Social Media Today)
  • Influencer marketing spending in the U.S. and Canada has seen 83 percent year-over-year growth, accompanied by second-quarter spending of $442 million. (The Drum)
  • 70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads. (MediaPost)
  • Pinterest and LinkedIn (client) are increasingly seeing social influencers utilizing the platforms, and finding new audiences and success with online video. (CNN)
  • Micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty, while the use of traditional paid influencers among marketers has seen rising associated costs. (eMarketer)

Read more on this topic:

When It Comes to The TopRank Marketing Team …

The team at TopRank Marketing has had a busy, exciting, and productive Q3, and here are just a few of some of the team’s highlights in the press during the past quarter:

  • Lee Odden: “B2B Doesn’t Have To Mean Boring To Boring” [Podcast] (B2B Marketing Exchange)
  • Why Experience Matters [Video] (The New Economy)
  • Eight Colors That Will Brightly Grow Your Personal Brand (Forbes)
  • What Customer Experience Management Means For Today’s Business Ecosystem [Video] (Adobe Experience Cloud)
  • How To Build A B2B Influencer Marketing Strategy For 2020 (Demand Gen Report)
  • How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] (Social Media Today)
  • The Stranger Things In B2B Marketing: 5 Ways to Avoid The Upside-Down of ABM (Engagio)
  • Augmented And Virtual Reality: The Latest Engagement Drivers In B2B Marketing (Demand Gen Report)
  • The Guide to B2B Influencer Marketing for CMOs [Infographic] (Social Media Today)
  • A Shark’s Perspective – Episode 147 – Lee Odden [Podcast] (A Shark’s Perspective)
  • 5 Crucial Ingredients for a Tremendous Content Marketing Strategy [Infographic] (Social Media Today)
  • 5 Easy Ways Your Brand Can Use Twitter Video for More Engagement (Social Report)
  • The Top B2B Influencer Marketing Trends for 2020 [Infographic] (Social Media Today)

Goodbye, Q3. Hello and Welcome, Q4.

B2B marketers, we hope that your Q4 is filled with plenty of success and innovation, and hope that you’ll join us each week and keep up with the latest industry news, trends, and opportunities in our Digital Marketing News Roundup, with highlights and video commentary from Tiffani Allen and Joshua Nite.

*Disclosure: LinkedIn and Adobe are TopRank Marketing clients.

The post Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020? appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Nyctophilia – Einladung zur Paris Fashion Week

Mehr Bilder…

Nyctophilia ist die Liebe zur Nacht. Und ein vielversprechender Titel für eine Show der Paris Fashion Week. Für das Atelier Skinnosh haben wir eine Einladungskarte entworfen, die die Liebe zum Handwerk wie die raue Ästhetik der Avantgarde-Labels in die Tiefen der Nacht taucht und ihre Nuancen individuell widerspiegelt. In Handarbeit und Kombination mit einem ungewöhnlichen Materialmix. Denn das angenehm weiche Papier wurde händisch mit derselben Flüssig-Gummierung veredelt, mit dem Skinnosh auch in seiner aktuellen Kollektion experimentiert. Mit dem Effekt, das Dull-Black stellenweise noch brillanter und dunkler erscheinen zu lassen und dem Betrachter nicht nur eine changierende Anmutung zu bieten, sondern auch die Haptik zu verändern. Von Karte zu Karte. Unikate. Wie jedes handgefertigte Einzelstück des Fashion-Labels.

Agentur
X-Height

Source:: designmadeingermany.de

Optimizing for voice search in 2019: Q&A with Amine Bentahar

amine bentahar speaker interview

As we gear up for The Transformation of Search Summit at the end of October, we have another speaker Q&A. This time we’re hearing from Amine Bentahar about his upcoming session on voice search optimization.

Amine Bentahar is the Chief Digital and Operating Officer at Adantix Digital. He’s also an author and member of the Forbes Agency Council.

Amine’s session will be about “Optimizing for position 0: Everything you need to know about voice search.”

Tell us about your current work

Amine Bentahar: I’m the Chief Digital & Operating Officer at Advantix Digital. I’m in charge of operations and ensuring that we are delivering the best quality work and exceptional results for our clients.

I’m also responsible for the overall digital and marketing strategy for many of our key clients which includes publicly traded companies, companies backed by major VC and PE firms, and mid-sized companies from various industries.

What are your key priorities over the next twelve months?

AB: Implement a voice search strategy for all of our B2C and B2B clients, and continue to leverage voice search as a channel to drive new customer acquisitions for our clients.

What is your biggest challenge in achieving those?

AB: Most companies haven’t allocated a budget specific to just voice search, and aren’t taking the time to truly understand how their customers are either looking for information or shopping through voice.

Because of this, we are having to spend a lot of time educating companies about the importance of having a voice search strategy and budget.

What’s your advice to others who may be facing similar challenges?

AB: Educate your teams or clients on voice search and how it’s changing the way customers are shopping or looking for information.

What’s an interesting trend you’re seeing in the market right now?

AB: The integration of voice search technology in cars, TVs, appliances and other devices.

How do you expect it will change in the next 6-12 months?

AB: With all the money being invested in R&D by the big players (Amazon, Google, Apple and Microsoft), I would expect to see this trend to continue growing, and for voice search technology to be available on even more devices.

Tell us a bit about your session at the Search Summit?

AB: My session will be about optimizing for voice search and more specifically about the steps companies must take to rank for position 0. We will help attendees understand how voice search works and how to develop organic content to be “read” by Alexa or Google Home.

What are you looking forward to most at the Summit?

AB: I’m looking forward to meeting other thought leaders and marketers and learning from their experiences about things that are disrupting the search world.

What’s one of your favorite search technologies and why?

AB: Voice search as I find it somewhat amazing especially when you see the fast adoption rate of the technology and how it’s impacting the way customers are now searching.

What’s something you do every day that helps you be more successful or productive?

AB: I do my best to exercise everyday and also I take at least 30 minutes of my day to read either about marketing or management.

The post Optimizing for voice search in 2019: Q&A with Amine Bentahar appeared first on Search Engine Watch.

Source:: searchenginewatch.com