Marketing Midday - November 7, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. In this post, we discuss
five top headlines:
1. One-fifth of B2B marketers say their biggest challenge is proving the effectiveness of their marketing campaigns.
2. Snapchat rolled out “director mode” which includes more advanced editing tools within the app.
3. Graphic design accounts for 94% of a website’s first impression. Imagery, typography, and overall aesthetic should
be top priority during website design.
4. Often, B2B brands fear rejection when they should be worried about something much worse: brand UN-awareness.
5. Could basic psychology improve your online marketing strategy? Learn how to leverage the principles of persuasion.
Marketers Struggle to Prove Campaign Effectiveness
One-fifth of B2B marketers report that proving the effectiveness of their marketing campaigns is their biggest challenge, according to research from LinkedIn. 48% of marketers say ROI is the most important metric for their CEOs, CFOs, and other board members.
LinkedIn Marketing Solutions senior director, Tom Pepper said, “There is a strong need for more education around marketing effectiveness, so the true value that B2B marketers deliver is clearly understood.”
Snapchat Rolled Out Director Mode
According to Social Media Today, Snapchat rolled out “director mode” which includes more advanced tools within the app, including green screen, playback speed adjustments, improved editing, and dual camera mode, allowing users to record using the front and back facing cameras at the same time. Director mode is available to all users on iOS and to some creators on Android, with a full rollout coming soon.
Great Website Design Should Be a Priority
Graphic design accounts for 94% of a website’s first impression, according to Search Engine Land. Your website is your digital storefront, the window into your brand. Website visitors form an impression of your organization as soon as they see your site; if that impression is positive, they will continue to explore.
How can you ensure your website will give them a positive experience?
- Check your site speed. Sites that delay 2 seconds during load time result in an 87% abandonment rate.
- Put critical content above the fold. Though users are accustomed to scrolling, you have less than half a second to get your point across.
- And, of course, prioritize design, imagery, and typography.
Brand Un-Awareness, Not Rejection, Should Be Feared
Many marketers fear if they say the wrong thing to the wrong person at the wrong time, the business will be catastrophically harmed. But Marketing Week reported that fear of brand rejection isn’t warranted.
On average, only 9% of potential buyers will reject a brand, and the number one reason buyers reject a brand is because they’ve never heard of it. Marketers should be concerned about brand un-awareness. People can’t buy what they don’t know exists. Thus, increasing awareness should be the top priority of all B2B marketers.
Psychological Principles Can Enhance Digital Marketing
Basic psychology may just be what your brand needs to enhance your digital marketing, according to Cloud IQ. How?
- Engaging your customers’ emotions will encourage them to unconsciously rationalize their buying decisions.
- Social proof is the power of the crowd. A website or social profile that displays a growing number of likes or follows is more likely to encourage action as the customer looks for validation.
- Limited availability or limited opportunity presents buyers with scarcity and loss aversion, driving a purchase.
How will you use these psychological tips in your digital marketing?
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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