Digital Marketing News 4-5-2019: Email Marketing Trends, a New CMO Survey & More

Digital Marketing News 4-5-2019: Email Marketing Trends, a New CMO Survey & More


Welcome to the digital marketing news
I’m Tiffani Allen and with your first story this week I am Joshua Nite. Hey we
have a super confluence of clients in the news right now I thought I would
share it because this is also of pretty serious import to marketers all over
ever wire so we have hashtag client Adobe working with hashtag client
LinkedIn to make it easier to target b2b audiences who are all as we know hashtag
clients right or will be very sick so the whole idea is you know Microsoft but
LinkedIn Adobe just bought Marketo they’re kind of bringing them all
together and making it so that people can have access to linkedin’s
demographic data under Adobe’s marketing software yeah so that should be pretty
powerful they’re talking about kind of rumbling the shaking up the industry a
little bit maybe getting a little bit into sales forces playground sales force
of course a force to be reckoned with that’s not even a pun it’s just the same
word but I don’t even care also interesting though so Adobe is kind of
snapping up these marketing platforms they are starting to talk about a
concept they’re calling v2e meaning business to everyone and they don’t mean
of course that you’re giving the same messages to your b2c and your b2b
they’re talking about having everything all together on a platform and who would
have such a giant platform hmm nevertheless we’re worth keeping an eye
on we can see how much of that is buzz how much of its gonna happen but we know
for sure that things are shaking up in the marketing platform world that’s true
speaking of marketing platforms there’s some exciting news in the world of
digital advertising oh that’s my favorite kind of advertising I know
so digital ad spend will grow 4.7 percent in 2019 according to a Zenith
advertising expenditure forecast what’s cool about that is it’ll reach 329
billion by 2021 mm-hmm 49 percent of all global ads bet nearly gonna pour nearly
there and the US does lead this with 37 percent of the total spent so online video and social are driving
much of the growth 19% is for video and 14% will be for social by 2021 and
digital display in total will grow 13% a year until that so that’s a lot of
digital ads coming to a lot of places yes hey you know thing that’s going to
be easier for people to search and maybe place ads on tell me in your future
podcasts what I may have mentioned podcast a couple of times on this
project only because I am super passionate about them but especially for
b2b so Google is bringing search to podcasts their podcast app is already
automatically transcribing some podcasts so kind of a roll out right now but
they’re using that transcription as metadata on episode pages so this is
going to make it easier for people to find your podcast for one make it easier
to find a particular episode of the podcast perhaps could lead to ways to
optimize your transcript for more visibility in search so it’s fantastic
we love that people are investing in podcasts I think that just shows that I
think technical term is podcaster ring yeah is here to say so if your b2b
organization that likes having people’s attention for 15 – and minutes to an
hour at a time podcast might be for you mm-hmm you know
there’s another cool b2b marketing tactic we haven’t talked about know why
all those female oh honey study from get response in ascend shows that among b2b
marketers 63% plan to moderately increase their email budgets this year
and six or 18% plan to decrease their spend so that’s a pretty low Porsche and
less than a fifth that people are gonna spend less on email that’s true this is
true so this relates to performance with 66% saying that their peen of your
results are improving so that makes sense that they would increase their
spend a bit and seventeen percent say they’re declining so again maybe makes
up for those who are declining their spending or decreasing their spend the
main goals of course the email are increasing engagement Legion and brand
awareness followed by conversions personalization and lists gross
which is interesting personalization again maybe not a goal kind of a tactic
however the main challenges the main goals are consistent right the top
challenges include increasing engagement and conversions and lead generation even
though those are the main goals so make sense the things that you’re most
challenged with are things that you want to improve but think about you know who
you’re sending your messages to you what kind of content you’re using are you
using the right subject line because nothing matters if nobody emails it our
opens our email rather or forwards it for that matter so think about those
things as you’re creating any sort of content specifically email and as we
always say when we talk about email make sure that every destination you send
people to from your email is optimized for mobile directly responsive mobile
optimized for mobile yeah exactly hey you know what I love more than just
about anything as far as news goes what I like surveys yeah and I like
statistics and I like survey statistics that are relevant to my industry yeah so
I’m super happy about this new survey it’s from the CMO council and they were
asking folks about their key challenges and priorities for 2019 which seems
strange because we are we’re already through q1 y’all yeah what are you gonna
do for the rest of 2019 I suppose but key priorities they were talking about
forty percent said their biggest was they want to improve their go-to-market
processes and their digital marketing capabilities yeah makes sense get more
capable 33% said finding new sources of revenue improving monetization that
makes sense turn your business your marketing into a revenue center
rather than a cost center not a bad look well and that’s funny because some of
the biggest challenges 43% said that it’s their internal skill set
proficiency and predisposition of the organization it’s kind of a big
challenge to overcome that is pretty much covers everything yeah sure does
40% of that data is that unified clean complete and accurate across all
marketing systems so again not getting the whole picture of the customer
experience it could be a big challenge and so you have a little bit of a people
problem a little bit of a platform problem maybe data I think data is the
thing that ties all of this together it’s data management that’s all you know
the big thing is the kind of pasty guy from Star Trek you
can get him and you can get him on board yeah anyway but there are some major
pushes that the CMOS are doing that they reported on to develop their internal
team performance makes sense 3/4 of them plan to increase peer engagement and
knowledge transfer I think that just means teaching unless they can do its
telekinetically and then why wouldn’t you and also tell me how all right 67
percent plan to attend some relevant events online and offline tons of
marketing webinars happening happening all the time some of them feature our
brilliant CEO so definitely try those out and 60 percent plan to run regular
internal training and development programs Thanks
that makes sense get the skills pay the bills and prove you’re on our way well
that’s all the marketing news we have for you today we’ll be back next week
with more digital marketing news in the meantime if you need some more you can
follow me on twitter at tiffany underscore Ellen or follow top ranked at
top-ranked maybe you can find me on Twitter at nitrites that’s ni te WRI tes
please do check out the blog for all of the news that we got here and more and
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access to every single cool thing that we do just for you alright we’ll see you
next week thanks for tuning in you

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