Good morning, and did you know there’s an election next week?

Oh you’d heard? Well I don’t know, we may have some readers who will be able to sail through the next few days blissfully unaware of politics and parties and polls. Our mission is to deliver analysis and insights into martech, not the Presidency, but okay we had to do one election story (see below).

But not really. It’s as much a story about influencer marketing and social media marketing in general. By chance, it was at a Socialbakers conference two years ago that I heard the first really convincing attempt to apply some science to influencer marketing (the data in the story was supplied by Socialbakers). I learned some lessons that are now perhaps more obvious: that sheer size of following is not as important as durability of following, engagement by followers, authenticity and relevance.

You can see all this playing out in the Presidential Twitter race, where it’s not just about vanity metrics, but about engagement among audiences who share a set of values. That’s it: no predictions here.

Kim Davis
Editorial Director, MarTech Today


How engagement trumps headlines: the election in social media

President Donald J. Trump’s Twitter feed has been one of the major sources of news headlines for the past four years, and as of this month, it’s the sixth most followed account on the platform. But that obscures the real news, according to a new report from Socialbakers, the social media management and measurement platform. On key metrics, former Vice President Joe Biden is outperforming @realDonaldTrump. 

In September Biden actually surpassed Trump on average interactions per tweet (104,000 versus 103,000); indeed, Trump’s average interaction rate has been in decline since June. What that means is that, with a following only 12% of Trump’s 87 million, Biden is winning the interactions per user game off the charts. For better or worse, it’s a different story on Facebook where headlines positive about Trump outperform those about his competitor.

Socialbakers was also able to highlight the profound differences in media consumption among pro-Trump and pro-Biden social media users. Trump and Biden supporters have only one media outlet in common when looking at their top 10 outlets most followed: The Associated Press. Apart from that, based on this metric, the two audiences live in different media worlds.

Read more here.


How to kickstart your channel on Roku and stand out

Sponsored by Allroll

Roku is the world’s most popular connected-TV platform with the number of active accounts nearly at 40 million and expected to climb even higher, meaning channel owners have a golden opportunity to establish themselves and collect ad revenue. If you’re just getting started or looking for options for promoting your channel, what’s the best approach? Find out the pros and cons of various methods of creation and promotion in this comprehensive guide. 

Read More>>


Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »


Holiday 2020 is do or die for many SMBs

In a recent story, we quoted supply chain expert Erik Mumford as saying: “COVID is gutting our small and medium-sized businesses…Smaller retailers, up-and-coming brands, niche and boutique brands, are really suffering.” Conversely, many pundits and vendors serving the SMB market have been promoting and promising ‘resilience’ for months.

U.S. Census Bureau survey data from mid-October shows that 75% of SMBs have seen a significant (30.2%) or moderate (44.6%) negative impact from COVID. More specifically, a Q3 SMB survey from Alignable found that “42% of small business owners anticipated revenues [in Q4] below what they needed to stay in business.” That means if Q4 passes them by, vast numbers of SMBs could fail or decide to simply shut their doors in 2021.

The internet will be the starting point for most consumer shopping journeys this holiday season, and that means a fully optimized online presence is critical. It’s too late to rebuild websites for holiday 2020. But SMBs can still claim and optimize profiles on a few key sites to maximize their online visibility. Examples are Google My Business, Bing Places, Facebook and Instagram.

Read more here.


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Building a large, in-house marketing team no longer required for success

As the COVID outbreak has forced marketing teams to be more nimble with their organization and agile with their strategy, hiring platform MarketerHire is emphasizing that large, in-house marketing teams are a thing of the past. 

MarketHire believes that to meet current demands, the most productive marketing operations teams are made up of industry specialists as much, or more, than full-time generalists. A specialist-based team also allows for more efficient project management to meet organizational goals. The use of outside consultants and specialists also reduces human resources cost in benefits and training, adding to a company’s bottom line. 

Why we care. As the calendar turns to November, year-end company reorganizations are to be expected. Maybe a leaner but more targeted team is an effective one.

Quote of the Day

“Keep in mind systems can simply be a series of dedicated approaches to something in an organized way. How you use your tools. Which tools you do use (depending on situations). Those are in fact ‘systems.’ Doesn’t have to be only a ‘CRM’ or other literal software.” Troy Sandidge, Chief Strategy Officer, Vult Lab.