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Once upon a time, influencer marketing was reserved for brands putting their products in the hands of high-profile public figures and celebrities, but social media — Instagram in particular — has changed the game. Now, the majority of Instagram influencers are “micro-influencers” with fewer than 10,000 followers according, to a new report from Socialbakers. The report is based on activity by more than 12 million Instagram influencers between the first quarter of 2018 through the first quarter of this year and categorizes influencers into three categories: micro-influencers, macro-influencers who have anywhere from 10,000 to 50,000 followers, and celebrities who often have accounts with a million or more followers. During the past year, the combined amount of sponsored content on Instagram for all three categories of influencers in North America has jumped 150%. Influencers, fashion and beauty. The majority of influencers work with fashion brands, however the beauty industry is see

Google is planning to announce new tools for Chrome that offer users more control over third party tracking cookies, according to the Wall Street Journal . The controls and default settings would be somewhat less “severe” than the anti-cookie tracking moves made by Safari and Firefox , which adopted default tracking protection. Browser announcement to come at Google I/O. The WSJ’s sources expect the announcement to come at Google’s I/O developer conference in California, which starts tomorrow. The article is framed in quasi-antitrust language, arguing that the move will help Google and potentially harm competitors such as Criteo. It asserts that tracking protection could significantly and negatively impact that part of the online marketing ecosystem that relies on third party cookies, providing Google with a “sizable advantage over online-advertising rivals.” Anti-competitive or consumer-friendly?  However, survey data make clear that consumers want more privacy protection and con

Inertia. Momentum. Mojo. We try to build and capitalize on these powerful forces every day to change and accelerate the initiatives that matter. Individuals thrive on it, teams crave it, markets rely on it, businesses require it, and CMOs are demanding it… again . B2B marketing has been notorious for having a stop-start-stop-start mentality. For the last decade, the B2B world has been lead-centric and therefore, we’ve been programmed to think in terms of “campaigns.” B2B marketers are quick to launch a new program or react to the next thing sales asks for, making it difficult to gain customer momentum and scale revenue. CMOs have felt the pain and more are migrating to an always-on marketing effort. Say ‘hello again’ to always-on marketing Why now? Today, B2B marketing and sales teams are increasingly on the hook to deliver BOTH: revenue generated from target accounts with multiple decision makers that require personalized, sustained touch to engage and win business AND well-tim

Is your landing page engaging your target customers? How can you increase ROI without increasing marketing budget? Both of these questions can be answered by a well set on-site analytics routine . You cannot improve what you are not measuring. This makes web analytics the most important growth tactic out there. But are we measuring enough? Most digital marketers out there believe they are already incorporating web analytics by using Google Analytics and monitoring daily traffic sources. While Google Analytics is a great platform, there’s much more into web analytics than using one platform (especially if you are not technical enough to make use of event tracking). As technology is evolving, you need to always be looking for more and more ways to analyze your page performance to discover new growth opportunities and understand your target customers better. Here are a few on-site analytics ideas for you to experiment with: Conversion optimization analytics These questions will le

Today’s consumers operate in real time. With hundreds of options available and purchases being made in seconds, the need to be in front of these consumers at the moment of decision is more critical than ever. You need to know who your consumers are at the moment of both inbound and outbound engagement to provide in-the-moment, personalized experiences. Join Infutor Data Solutions and Signal for a fireside discussion on how top brands are resolving identity and personalizing engagements during the key moments in the customer journey. Register today for “Identity Resolution: Secrets to Success,” produced by Digital Marketing Depot and sponsored by Infutor. The post Identity Resolution: Secrets to Success appeared first on Marketing Land . via Marketing Land

The shift to real-time data analysis and optimization has supercharged marketing in a way that frankly should have SEOs on the edge of their seats. As organizations struggle to make sense of and activate their data, SEOs can combine their deep experience with massive amounts of data to make smarter business decisions and have an edge. Things are about to get real, very real. Automation in marketing no doubt was (and still is) a game-changer for consultancies, agencies, and clients. Straight-up automation brought efficiency and order to the workflow. Now, you can expand your capabilities even further with the AI layer. According to a study by the Economist, 75% of executives say AI will be “actively implemented” in companies within the next three years. Business leaders aren’t feeling so great about how it’s being implemented, though. Although 92% of C-level executives with some of the world’s biggest brands recently reported that the pace of their big data and AI investments are ac

Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an enterprise. The solution, announced Monday, aims to provide agile functionality and analytics to global marketing teams for account-based marketing efforts. The tool leverages Pardot Einstein, Salesforce’s AI, seeking to help sales and marketing teams interpret digital engagement metrics and understand what type of content effectively resonates with the individuals who compose enterprise buying teams. The AI analyzes engagement metrics from across an entire enterprise, rather than the business units, giving digital marketers access to enterprise-level data and connect with their global marketing partners to share insights. Why we should care Enterprise digital marketers are familiar with the challenges of operating in an environment with limited access to different parts of the business. For companies composed of sub-brands, business units and