November, 2023

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Is Social Media Dying? What That Could Mean for Marketers

Hubspot Marketing

The social media boom of the last decade is over. It’s not that people are no longer using social media — they are. They’re just using it less, and engaging differently. In 2022, the average daily time spent on social media declined globally leading to a drop in organic reach for brands and creators. Per GWI , 54% of people use social media to connect with friends and family, and 27% of people use social media to keep up with news.

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Thought leadership: The human element your marketing needs

Martech

AI is everywhere, filling the web with content that often lacks the depth, nuance or forward-looking angle of expert insight. While tools like ChatGPT can supplement expertise with efficiency and creativity, more than ever, buyers need perspective that comes from years of experience and deep industry knowledge. In this sea of increasingly repetitive and recycled content, you need to offer something unique to capture attention.

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What Is Marketing?

CMO Network

A recent McKinsey survey finds CEOs and CMOs aren't always on the same page about marketing's role. Are they speaking in synonyms and not defining "marketing" the same?

Marketing 132
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The Ultimate Spam Trap Survival Guide: How to Stay Out of Spam

Litmus

Email geeks, we see all the hard work you put into your email marketing campaigns. Once you have a great idea, there’s the copywriting, the design work, the coding, the endless back-and-forth editing, and then finally, the operational side of pulling lists or behavioral triggers and actually pressing, “Send.” It’s a lot of work. Yet your beautiful email campaign may never actually reach the inbox.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Authentic marketing myths and tips for getting it right

Sprout Social

“Authenticity”—there’s no question that it’s one of the biggest social media buzzwords. But don’t be fooled—authentic marketing is only becoming more important. According to this year’s Sprout Social Index™ , the number one reason consumers follow brands on social is to stay informed about products and services. But at the same time, the Index also found that authentic, non-promotional content is the number one thing consumers don’t see enough from brands.

Gen Z 117
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How To Create Engaging Content In 2024

CopyBlogger

Most content receives little to no engagement. In fact: Yet plenty of content creators consistently receive millions of views and. Continue Reading The post How To Create Engaging Content In 2024 appeared first on Copyblogger.

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Why Most Video Content Fails To Reach Its Full Potential [New Research]

Content Marketing Institute

An important tool for creating human connections, video stands as a top priority in most content marketing programs. New CMI research explores how marketers are using this format – and what they need to achieve better results.

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Email outreach for marketers: Measuring and optimizing performance

Martech

The last two years were transformative for our team at Belkins as we chose to make a significant investment solely in marketing. For me, stepping into the shoes of a CMO without a previous background in marketing was like a roller-coaster ride. With a team of 50 members and an ambitious target of generating 400 new deals each month, the pressure was palpable.

Transform 119
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Cornerstone Content: An Overview And Step By Step Guide 

CopyBlogger

Creating cornerstone content helps users and search engines understand what your area of expertise is, which can help your website. Continue Reading The post Cornerstone Content: An Overview And Step By Step Guide appeared first on Copyblogger.

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Dos and Don'ts for Using YouTube for 2024

Aspiration Marketing

The overwhelming consensus in content marketing is that video content is huge and will only get huger. It is one of the marketing trends to track. At the same time, YouTube owns the video-sharing platform universe. So if you're contemplating starting to create video content or are creating it but looking for tips on how to do it best, or at least how not to botch the endeavor, it behooves you to learn about this platform and its ins and outs.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Google Search ranking improvement aims to surface hidden gems

Search Engine Land

Google has rolled out ranking improvements aimed at showcasing more content from social media, blog posts, forums and more that share personal insights and experiences. This is the hidden gems announcement Google made back in May, but this update is not part of the helpful content system. It is part of the Google core ranking system, Brad Kellett, Senior Director on Google Search product and engineering told us.

Promotion 143
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Why Enterprise CEO Chrissy Taylor Is Changing The Rental Car Brand

CMO Network

The 3rd Generation President and CEO of the renamed Enterprise Mobility reveals how she's repositioning the iconic rental car brand and her growth plans from here.

Branding 145
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How to Recover Ad Retargeting Audiences After iOS 17

Customers.ai

Back in 2020, Apple launched iOS 14 in what was a huge shock to the advertising ecosystem. iOS 14 allowed users to opt out of tracking and opt-out they did. The latest statistics show that only 34% of iOS users remain opted-in. While the release of iOS 14 didn’t completely destroy the digital advertising landscape like many feared, it did add a new layer of complexity.

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Humanizing B2B: The key to better customer experience

Martech

In the crowded B2B space, reaching your target audience is challenging. Product alone is not enough to engage and retain B2B buyers. But surprisingly, B2B businesses often overlook the importance of a great customer experience for their buyers, which is typically a top priority for B2C. B2B and B2C customers, despite their different needs, are still human decision-makers.

Customer 132
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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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Is Social Media Even Worth It Anymore?

Content Marketing Institute

With engagement and website traffic from social platforms dwindling, many marketers question whether to continue spending time, budget, and energy on social media content. Take stock of what you want from social media participation – and how to get it – with these tips.

Energy 126
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11 Skills You Need in the AI Era [Data + Tips]

Hubspot Marketing

“Will AI steal my job?” For the last few decades, this question has been on the lips of nearly every working person — from baristas in coffee shops to project managers in decacorn companies. The launch and impact of ChatGPT in November 2022 added fuel to the fire and has made this conversation more popular than ever. Now that it seems that a robot or computer can do just about any job these days — writing software code, generating content outlines, and completing tax forms — how can human beings

Law 124
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Yahoo Search to start rolling out in the first weeks of 2024

Search Engine Land

Yahoo Search is expected to start rolling out aspects of its new search engine in the first weeks of 2024. Brian Provost, the Senior VP and General Manager of Yahoo Search, said Yahoo Search will be launching in the very early days of 2024. Brian Provost said this at Search Marketing Expo Next event during the question and answer portion of his talk today.

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French Bee CEO Reveals Her Formula To Thrive In The Airline Business.

CMO Network

French bee CEO Christine Ourmières-Widener talks about how AI and a new style of plane are helping the Paris discount carrier take off where others have faltered.

CMO 144
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Brick & Mortar Retail Relevance: How to Stay Ahead of the Curve

Speaker: Jay Black, Senior Account Executive

Let's set the record straight: in-store retail isn't dead - it's evolving! Faced with the digital age and the demands of omnichannel shopping, some retailers are thriving while others are struggling to adapt. Join Jay Black in this exclusive session as he explores the strategies that set successful stores apart, including: Crafting unique and unforgettable in-store experiences 🛍️ Mastering the art of retail demands 🛒 Navigating inventory challenges in today's climate 📦 an

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What is Website Visitor Identification & Why Do You Need This AI Tech?

Customers.ai

Yes, You Can Learn Who Is Visiting Your Site in 90 Seconds! In this fast-paced digital world we live in, understanding who your website visitors are is crucial to making smart marketing decisions and driving revenue. Unfortunately, companies like Google and Apple are making it harder and harder to get visitor data. ClickIDs are going away and remarketing audiences are shrinking.

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Email marketers may be hit by Google’s mass account removal

Martech

In a move that may significantly impact some email marketers, Google is set to start deleting inactive email accounts this week. Google initially announced the plan, which only applies to accounts that haven’t been used for at least two years, in May, giving users six months to take action. Inactive email accounts don’t engage with marketing emails and don’t respond to messages or make purchases, which means on some level, Google might be doing email marketers a favor by presenting this pu

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42K+ Followers on LinkedIn: How I Built My Audience and How You Can Too

Buffer Marketing

It was 2015, and I was in my first year of college when I learned about LinkedIn. Like any normal first-year, I rushed into the platform to create my account to enter the corporate world.  Four years passed, and my account was still sitting brand new with just my name and four or five connections.  Then, per my career objective to become a well-known writer at that time, I had to send my resume and a link to my LinkedIn profile for a gig at a very popular online magazine.

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The power of social listening for healthcare organizations

Sprout Social

If your company receives more mentions, DMs and attention on social media than in the past, you’re not alone. Social media has democratized access to medical information and empowered patients to take charge of their health. But it also has negative consequences. Like increasing the spread of misinformation and excluding healthcare workers from vital conversations with their patients.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Google says major changes coming to search rankings

Search Engine Land

Google’s Search Liaison, Danny Sullivan, has reportedly said that major changes are coming to Google’s search rankings in the future. This comes from a talk Sullivan gave at an event last Friday, where he was quoted as saying that these “major changes” are coming and that some may need to “buckle up.” Danny Sullivan after this story was published replied on X saying, “I was talking about various things people have raised where they want to see our result

SEO 141
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How Unexpected Brand Partnerships Are Redefining Success

CMO Network

We examine the innovative brand partnerships reshaping the defiition of success in the world of marketing and business and what they mean for the future of the industry.

Branding 139
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How to Turn Anonymous Website Visitors into Sales [Marketing Playbook]

Customers.ai

In the fast-paced realm of marketing, where every click holds the potential for a sale, sophisticated retailers face a formidable challenge— converting anonymous website visitors into loyal customers. Consider this: on average, nearly 98% of website visitors remain anonymous, navigating through product and offer pages, engaging with content, yet leaving no trace of their identity.

Transform 121
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2023 in review: 3 key trends to inform your 2024 marketing plan

Martech

Whoa, did you just hear that? If you’re a retailer, an ecommerce company, or anybody else who relies on Q4 to make big money, that distant rumbling is the Black Friday engine revving up to what will become a deafening roar. At this time of year, we’re all crazy, working on campaigns, tightening our final strategy and getting ready to run the last big race.

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Best Practices to Boost Marketing Efficiency while Decreasing Cost Per Sale

Speaker: Kristin Hess - Senior Product Marketing Manager, Drift; Will Lyon - Head of Vertical Marketing, 6sense

The past three years have forced nearly every industry to rethink their prospect and customer engagement strategy. But while we’ve all been thrust into digital transformation, we haven’t all made the transition efficiently. Now that we know digital selling is the new norm, how can we ensure our website is doing as much of the leg work as possible for us - even in the midst of economic challenges?

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I Tried X Premium (Twitter Blue) for 3 Months — Here’s What Happened

Buffer Marketing

X, formerly known as Twitter, has gone through a lot of changes since its ownership changed hands in November 2022. One of the most notable ones is its paid tier, which has seen name and design changes and many (many) additions to its list of features. So much has happened with this paid tier known as X Premium (RIP Twitter Blue) that it can be overwhelming for users considering it to go through and understand if it’s right for them.

Price 116
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Walmart Wins Black Friday Marketing with Mean Girls Campaign

Hubspot Marketing

The instrumental to Missy Elliott’s “Pass That Dutch” is blaring through your speakers while Lindsay Lohan is on your screen walking through the halls of North Shore High School. Did you just transport back to the early 2000s? No, chances are you were just served Walmart’s latest Black Friday ad. The movie Mean Girls has been a pop culture classic since its release in 2004.

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Google November 2023 core update rollout is now complete

Search Engine Land

Google confirmed that the November 2023 core update – the fourth core update this year – has completed rolling out. The update started on November 2, 2023, only a couple of weeks after the October 2023 core update , which started rolling out on October 5 and was completed on October 19. The November core update finished on November 28, 2023, 26 days after it started to roll out.

SEO 136
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What Walmart’s New Sensory Friendly Hours Means For Your Brand

CMO Network

The worlds largest retailer announced that they will now implement sensory friendly hours from 8am to 10am every day in all their stores across the U.S. and Puerto Rico.

Branding 129
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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission