Marketing Midday - October 17, 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. Podcast popularity continues to grow as more and more new listeners tune in for the first time ever.
2. LinkedIn rolled out three changes to pages: post templates, pinned comments, and page commitments.
3. Neuromarketing is the latest way to measure marketing campaign effectiveness. It blends neuroscience and marketing to help brands gauge emotional response.
4. Twitter made several updates: the edit button is live to all users, the app will now nudge you to share a tweet, and more.
5. 10% of your marketing budget should be spent on, well, doing something wrong! It's time to start experimenting with ideas outside your proven strategies.
Podcasts Continue to Gain Widespread Popularity
Top Rank Marketing released podcasting trends that every B2B marketer should know.
- New listeners have disrupted former listener demographics and habits. 66% of these new listeners are under 35 years old, and they’re evenly split between male and female. They are also 36% more likely to hop around from podcast to podcast versus old listeners who tune in to every episode of their favorite show.
- Searching for podcasts is improving on popular platforms and on search engines, which means marketers need to optimize every episode for search.
- Podcasting platforms now include tools that allow audio and video calling, recording options, and even editing tools, making it easier to record a great episode. Even with these updates, 50% of the adult U.S. population has never listened to a single podcast.
LinkedIn Announced Important Changes to Company Pages
LinkedIn announced three changes to company pages, according to Search Engine Journal.
Businesses can now create posts more quickly with templates. Post templates are available directly in the LinkedIn app and allow users to customize a background, choose a font, add text, attach links, and more.
Company pages now support pinned comments, allowing businesses to pin their favorite comments to the top of the comments section.
LinkedIn also added a new section to company pages to highlight company values, called Page Commitments. Organizations can showcase up to five commitments in the featured section, which may be important for job seekers and potential partners.
Neuromarketing Measures Marketing Effectiveness
How do you measure HOW your customers feel about your brand?
Hubspot reported on a new marketing metric called neuromarketing, a blend of neuroscience and marketing that helps gauge emotional resonance. Teams use technology to track customers’ neurochemical and physiological responses while consuming marketing content.
Neuromarketing has numerous use cases – allowing brands to tell more compelling stories, helping companies host more engaging conferences, designing effective ads, and determining the right price for a product or service. However, there are some ethical concerns with neuromarketing. Companies must hold themselves to a high standard when studying their consumers and should never promote anything harmful, deceptive, or illegal. Of course, minors should not be studied.
Will your brand explore neuromarketing?
Twitter Rolled Out Multiple Updates
- The long-awaited edit button is live for all users. Users can now edit tweets after they are published.
- Twitter is also testing a new tweet-view-count display, allowing users to see how many people have viewed their tweets. This change is likely part of Twitter’s ongoing effort to demonstrate that it is more popular and influential than general usage numbers suggest.
- In a similar vein, Twitter now nudges users to share a tweet instead of screenshotting it. When users screenshot a tweet, a pop-up encourages them to share the Tweet instead.
- Twitter is also following the short form video trend and now has a full screen video player. Once in full screen mode, users can scroll through other videos in a format reminiscent of TikTok.
Experimentation Is Crucial for Effective Marketing
In a recent opinion piece for Marketing Week, Helen Edwards asserts that every marketer should use 10% of their budget to experiment. According to Edwards, failing to experiment leaves your business vulnerable to disruption. The best way to experiment is to explore entrepreneurial thinking. This kind of thinking doesn’t involve an objective; rather, it imagines a range of potential outcomes. A habit of experimentation just might lead to a major breakthrough in your 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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