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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Weekly roundup: 5 digital marketing tips, trends and tactics

Our roundup of noteworthy digital marketing insights, tips and trends from last week’s news:

1. Behind the 'digital talent gap': Fortune 500 companies are eager to hire, but who?

Everywhere you look you see new evidence that 2014 is shaping up as a banner year for digital marketing. Budgets are growing. Brands are embracing new technologies and cross-channel marketing techniques. So what's the problem? Companies can't find the right talent fast enough to reach their goals. That's the conclusion of an Online Marketing Institute survey of nearly 750 Fortune 500 and ad agency executives, reports AdWeek in a new infographic. Only 8 percent of company executives say their digital marketing teams are "strong across all digital areas." Where is the biggest gap? Analytics.

Read more at Adweek

2. The 'visual generation' wants more images — across channels

Young shoppers aren't as interested in reading about a product online as they are in actually seeing an image of it. So reports online data firm WeSee, which found that 45 percent of young shoppers want the ability to photograph a product with their device and be linked directly to a site where they can buy it. CMO.com picks up on this and other survey results and identifies how savvy marketers are getting visual right: Online retailer ASOS includes video footage of models wear its clothes, while Eye Wear Direct saw a 30 percent spike in sales after it added rotating images of its selection.

Read more at CMO  

3. Native advertising: What works and what doesn't

Whether you believe the oft-cited prediction that a consumer is more likely to survive a plane crash than click on a banner ad, this much is true: digital marketers are increasingly turning to "native advertising" to draw consumers' interest. A example of native advertising is a company-sponsored Tweet or a blog post that is financed by a company and appears near content that isn't directly sponsored. eConsultancy delves into the hot advertorial trend to identify "12 fascinating examples of good and bad practice" in native advertising. The good? Readers like to know from the get-go if a post is sponsored, and they're drawn to image-based content. The bad? Poor writing or topics that clearly don't hew with the non-sponsored content.

Read more at eConsultancy

4. Six Trends every CMO should be watch

Forget all the other marketing prediction stories you've read in recent weeks that may or may not apply to your brand. David Armano, global strategy director at public relations giant Edelman Digital, zeroes in on the six priorities that matter for every CMO:

  • Join the collaborative economy: Walgreens just partnered with outsourcing marketplace TaskRabbit to deliver cold medicine to people who are too sick to leave their homes. Why should marketers everywhere take note? Because services like Taskrabbit, Uber and Airbnb are all about empowering customers and, writes Armano, "any time a consumer/customer becomes empowered, marketers should be the first to take notice."
  • Embrace instant, in-the-moment media: Six-second videos on Vine and services like it find the consumer, not the other way around. "The rules for ephemeral media differ from what's traditionally valued in media, digital or otherwise — shorter, faster, more niche, and, in some cases, temporary."
  • Be a responsive brand: "Every day there are examples of brands whose quick thinking earn them bragging rights or are keeping them more relevant and current in the minds and hearts of consumers.

Read more at Forbes

5. The most loved and hated email subscriptions 

Which brands signed up the most email subscribers last year? Facebook, Google+, Twitter, LinkedIn and YouTube (in that order). Who lost the most subscribers? 1-800-Flowers, Ticketweb, ProFlowers, Expedia and Active. So reports Unroll Me, an email-unsubscribe service that's clearly got access to the numbers. The lesson for the underdogs? Borrow a few pages from this retailer's playbook.

Read more at Unroll.me

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