Our roundup of noteworthy digital marketing insights, tips and trends from last week’s news:
1. What skills gaps hold digital marketers back?
The skills marketers need and actually have need some alignment, according to a survey from the Online Marketing Institute. The research shows that teams at marketing agencies and Fortune 500 companies alike lack crucial strengths needed to develop successful digital marketing campaigns — a challenge that threatens to hinder sales. Where should marketers focus on closing the gap? Here are the top five desirable skill sets, along with the percentage difference between what's desired and where marketers stand today:
Read more at Social Media Today
2. Buying a social media management tool? 5 must-haves
CMOs looking to improve their brand’s social media presence need to master analytics, produce compelling content and engage with customers, explains Forbes contributor and Responsys Senior Creative Content Strategist, Steve Olenski. Effective social media management tools greatly simplify this juggling act. Olenski recommends that CMOs seek out the following features when selecting a social media management tool:
Read more at Forbes
3. Find a new digital marketing model for your brand
Customers today expect to browse products, solicit feedback and make purchases on whatever platform they choose. Since much of the consumer journey takes place online, brands have unprecedented opportunities to collect and act on detailed consumer behavior, write partners at global consulting firm Booz and Company. They've identified new marketing models that companies should use to guide their digital marketing investments.
Read more at strategy+business
4. Eye-tracking study helps defeat display ad blindness
Here's some direction for display advertisers concerned about the visibility of their content. Spots with the best visibility include in-content units, nontraditional placements, contextually relevant creative, and above-the-fold locations, according to a study from Infolinks. Research also shows that that native ads are seen 47 percent more quickly than banner ads in traditional locations on the same pages.
Read more at MarketingProfs
5. Not paying attention to Pinterest? You should be
Pinterest lures users with the propensity to buy — a fact that has marketers looking for ways to get more visual every day. Adobe predicts that the image-sharing platform will surpass Facebook this year in terms of revenue per visit. Pinterest's newly released API lets marketers see which "pins" are the most popular, providing valuable customer insights for future offers. In January it bought VisualGraph, a technology service that feasibly can learn people's preferences from their pinning habits. In case marketers had any doubts, “Pinterest should be a focal point of every retail marketer,” Adobe says.
Read more at Fox Business