Digital Marketing News: Employee Advocacy, The Engagement Gap and Mobile Search Domination

The Power of Employee Social Advocacy [Infographic] The topic of employee advocacy is in no way new to the digital marketing realm, but there's still a somewhat vague understanding of how powerful it can be for your marketing efforts. This new infographic shows how that advocacy and help you reach new audiences and amplify your message. Social Media Today The Engagement Gap: How B2B and B2C Firms Are Missing the Mark A recent survey of 1100 marketers found that 86% claim to have a deep understanding of how their customers want to engage -- meanwhile, their actual customers disagree. 65% of B2B and 47% of B2C consumers say that marketers do not, in fact, understand how they want to engage. And that's just the beginning. MarketingProfs Voice, AI, Mobile Dominate Search As IoT Hits $800B In 2017 A new survey shows that while IoT spending will total an estimated $1.4 trillion over the next four years, marketers in B2B and B2C aren't preparing for mobile, voice search, AI or local search. 27% of marketers surveyed are still calling mobile "the next big thing." MediaPost LinkedIn Debuts 'Native Video,' Looks More Like Facebook Over the next few weeks, LinkedIn will roll out their "native video" feature to individual users - giving them the option to share videos via LinkedIn's mobile app. Also on the table, so to speak, are the ability for brands to sponsor videos, pre and mid-roll ads, and eventually even live video. AdAge Video series on Facebook are already driving higher engagement, which is a good sign for Facebook Watch Last week, we discussed the impending rollout of Facebook Watch. Now, some preliminary results of serial content are in, and the engagement is looking good. Mashable has reported two times the engagement on their serial content than from their one-off videos. What they've done with this information is compile their one-off videos into 'playlists' - content grouped by similar topic that users can self-navigate to increase engagement. Digiday Millennials Have Little Brand Loyalty When It Comes to Apps, but Are Consuming Huge Amounts of Content A new study from Nielsen shows how generations are using media and consuming content. One interesting find is that "podcasts are an opportunity for marketers to engage with millennials. Around 37 percent of millennials reported listening to podcasts at least once each week and 13 percent said they listen every day." Adweek Go beyond the click with the “Landing pages” page Earlier this year, Google announced the "Landing Pages" page to help marketers and webmasters understand how landing pages are performing. Now, they're rolling it out in the new AdWords experience. Google says: "On this new page, you’ll see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention." Inside AdWords 57% of Search Traffic is Now Mobile, According to Recent Study A new report from BrightEdge shows that 57% of search traffic is now coming from mobile - smartphones and tablets. The study also found that keyword rankings varied - for a vast majority of keywords - by whether the searcher was using desktop or mobile. 79% of all keywords are ranking differently across mobile and desktop devices. Search Engine Journal What were your top digital marketing news stories this week? We will be back next week with more digital marketing news. If you have a craving for more news before then, check out @toprank on Twitter or subscribe to the TopRank Marketing blog!

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