Digital Marketing

Hilary Topper, President of HJMT Public Relations and author of Everything You Ever Wanted to Know about Social Media gives us the inside scoop on conducting successful influencer marketing campaigns. 

Along with her successful PR practice, Topper teaches Media Studies, Journalism, and Public Relations at Hofstra University. A prolific content marketer, she also curates  two successful blogs - NY Lifestyle and A Triathlete's Diary - and records her podcast "Hilary Topper on Air". In the latest Wax Q&A, Hilary providers her insights on one of the hottest marketing trends right now: influencer marketing. Wax: Why do you think influencer marketing has become so popular in the last couple of years? HT: Influencer Marketing has always been popular. In recent years, the phrase has been coined but since the earliest public relations campaigns, PR professionals have used celebrities, experts, sports figures, etc. to build brand awareness. Just recently, the “average” person who has lots of followers have been targeted to help in the mission.

Digital voice assistants are takingoffe off. From Amazon's Alexa to the Google Home, it seems like it won't be long before a digital voice assistant is going to be a crucial piece in everyone's home and office. Marketing with voice technology is not far behind. According to a study from  Pew Research Center, 46% of US adults say they use some type of voice technology to interact with devices, and that percentage is only going to grow.  With more people integrating digital assistants into their everyday lives, marketers can now leverage the technology in voice app development to raise brand awareness and create new, personalized experiences.

Google+ is Google's social networking platform that launched in 2011. As of November 2016 Google+ had 440 million active monthly users. Although it's sometimes forgotten by marketers there are several ways to boost search wiht Google+ . Google has always denied any correlation between Google+  activity and Google search rankings. But many marketers claim that Google+ engagement seems to result in better rankings on Google. Let’s take a look at 7 of the best ways to optimize your Google+ page and improve your search engine rankings:

1. Post Valuable Content Consistently

Google always rewards the relevancy of content. Therefore, consistently posting useful content for your followers is of the utmost importance for improving your search engine rankings. But be careful not to overshare your content as Google considers too much sharing as spam. Share only your best posts with appropriate and attractive images. Make sure they are posted to public as well as shared with your existing circles.

Between new technologies and intense competition, the world is changing fast. To stay relevant you need to be learning and adapting all the time. We realize however it can be hard to spend time learning when you’re trying to build and run a business.  

With so many digital marketing podcasts out there, it’s hard to know which ones are worth your time. Raj Jana is a successful e-commerce entrepreneur. He recommends the following 7 marketing podcasts as a great way to turn your morning coffee or commute into a classroom.

This Old Marketing

What sets this podcast apart from the rest is its attention to current cultural trends. Hosts John Pullizi and Robert Rose do a great job of tying in current news with what’s happening in the marketing industry. They end each show with a segment of the same title, which gives listeners some real-world examples of what’s been discussed. This is really a great resource for anyone looking to understanding the marketing industry and how to succeed in it.

 AI is everywhere these days. It powers our personal assistants like Siri, Alexa, and Google Home, prevents credit card fraud, and even successfully overturns parking fines. With each passing month, AI becomes ever more integral to our world. Last week we learned how AI is changing the job of designers.  But the impact goes further than that. Advertising and marketing are at the fore in terms of partnering with digital creative agencies to find unique uses for the technology. In fact, AI is transforming digital marketing in many ways from machine learning to building custom content.  AI is a relatively broad term that encompasses a number of approaches to building computer systems that can ‘think’ and perform tasks as well as, or in some cases better, than humans. Here's a look at five of the applications for AI that are already revolutionizing digital marketing. 

Artificial intelligence (AI) used to be a concept for science fiction. Now, it’s a part of everyday life. It has become so widely integrated into basic technology that it seems it will eventually take human jobs. While that may sound alarming, there’s actually a lot of opportunities here, especially for web designers. Artificial intelligence has taken on a role quite like J.A.R.V.I.S. in the Iron Man movies — as an assistant. With the help of AI, web designers can achieve layouts and include tech that isn’t only beautiful, but functional as well. Artificial intelligence is actively changing the role of designers by shifting their thought processes. If AI is doing all the groundwork for designers, it allows designers to think beyond the basic. It gives them the freedom to think about what’s next. These next five points will help you understand how artificial intelligence is changing the roles and responsibilities of a web designer. Let’s dive in!

Facebook marketing and advertising have a lot to learn from SEO, and vice versa. When integrated, Facebook and SEO strategies can be a powerful combination, though it might not be obvious at first glance. Here are some tips for synergizing Facebook and SEO to create more powerful results for your IMC campaigns. 

Think Beyond Marketing Silos

Six years ago analyst firm Forrester published a report showing that 86% of marketers see an integrated campaign as crucial to their success. A siloed approach to social media, content, paid search and organic search can end up feeling disjointed. As two of the bigger components of an omnichannel approach, integrating Facebook and SEO makes sense as a marketing priority. It’s important that social media, content, and search teams are not only briefed on each other’s activities but working together. An integrated team approach will improve marketing results, and probably save you some money too. When brands don’t connect all the different elements of their marketing strategies, they miss out on the potential to engage their audience from multiple angles. Facebook and SEO can work hand in hand when you're using communication as a basis for consistency. (If you're still planning your overall SEO strategy, there's more about SEO in 2018 here.)

Evaluate The Opportunity

B2B digital transformation demands a lot of businesses. Rapidly evolving technology has forced companies to adapt quickly without always knowing the outcomes. For B2B marketers and new entrepreneurs, it's important to understand not only the definition of terms like IoT and blockchain. We need to understand how they may impact businesses in the near future.  G2 Crowd, the world’s largest B2B software and services review site, has identified digital trends that look beyond buzzwords and industry jargon. AI, blockchain, and IoT are actual tools driving change in today’s technological landscape. In this post we turned to Aaron Walker, Senior Research Specialist for G2 Crowd focusing on software development and cyber security technologies, to help walk us through how these technologies work.    

What is B2B Digital Transformation? 

The term “digital transformation” can mean a lot of things. The trends outlined here are classified across AI, digital platforms, and IoT-related concepts. Integrating new technology related to these trends is not a simple process. Companies and managers must identify the proper fit in order to complement their business’s operations, strategies, and objectives. It’s easy to get distracted by AI-powered tools or blockchain-based applications, but the tools' actual benefits depend entirely on successful adoption. Powerhouse corporations like GE are already demonstrating ideal digital transformation practices. While their stock value took a hit, earning the title of worst performing stock of 2017 and losing about 40 percent of its value, the company appears to be successfully evolving to focus on the future by investing in AI and IoT.  Despite being well over a century old, GE exemplifies the prototypical example of enterprise-scale digital transformation. The company has embraced SaaS-based subscription models to help bridge a gap between industrial markets and emerging technologies. Predix, their new digital platform, is linking commercial appliances and manufacturing endpoints to IoT automating the supply chain and driving greater efficiency for the organization. 

Where does Artificial Intelligence fit in?

Artificial intelligence has been changing the landscape of our world since its introduction in the 1950's. It has already made a significant impact in tech industries. Now it's now permeating across verticals ranging from medicine to education.  One sector that has made significant advancements with the aid of artificial intelligence is the online translation industry. In fact, AI is impacting translation in a multitude of ways. This is of importance to marketers who are facing increasingly demands for multi-lingual campaigns.  You may already have an idea of this. If you’ve ever translated a phrase or a sentence using a program like Google Translate, you’ve encountered a form of artificial intelligence. As AI transitions from the more rigid, rule-oriented Narrow AI to the human-like AI of Deep Learning more complex processes like eLearning translation and intuitive machine translation are happening faster and more accurately than ever. Here are the ways in which AI is impacting translation and why it will be a fixture well into the future: 

[caption id="attachment_13886" align="alignright" width="200"]mobile-first indexing Chad Crowe of Techwood Consulting provides tips on mobile-first indexing.[/caption] One way Google matches people’s search queries with the content they are seeking is by indexing the pages on a website. Indexing happens when Google sends its robots to crawl your site. What the robots find is one factor that affects the placement of your website in search engine results pages. Mobile-first indexing could impact your business and you need to know how to prepare for this change. The majority of web searches are done on mobile phones," says Chad Crowe with Atlanta-based Techwood Consulting, a digital consultancy with core competencies in organic and paid search. "Because of this Google has announced that they are going to move to mobile-first indexing. By taking a mobile-first approach, Google’s robots crawl the mobile version of your site first before crawling the desktop version." This change is expected to be rolled out this year. Google has already begun testing mobile-first indexing with a limited number of websites. If you use the internet to reach new customers, mobile-first indexing matters to you.

How Mobile-First Indexing Will Affect Your Business