Adobe’s $4.75B Marketo Buy, Google’s 20th Anniversary Neural Matching, & Facebook Lets Pages Join Groups


2018 September 28 News Word of Mouth Image

Adobe’s $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce
In its biggest purchase ever, Adobe has acquired Marketo, shoring up its B2B footprint and giving a vote of confidence to the marketing technology industry. AdWeek

Digital Marketing News 9-28-2018: The ROI of B2B Marketing

Google Begins Using Neural Matching to Understand Synonyms, Impacting 30% of Queries
For its twentieth anniversary, Google has rolled out an array of new features, including neural matching artificial intelligence, mobile updates, and search changes including Activity Cards, announced at the company’s two-decade celebratory event. Search Engine Journal

Facebook Will Now Allow Pages to Join Facebook Groups
Facebook has allowed certain Pages to join, comment on, and otherwise interact with Groups, a new test that could lead to filling a need expressed by some digital marketers. Social Media Today

Report: Digital now makes up 51% of US ad spending
Led by search, video, and social, digital has for the first time topped the overall ad spend market, according to data from a new study by Magna. Marketing Land

5 Key Benefits of Word of Mouth [Infographic]
A look at the staying power of word-of-mouth recommendations in digital advertising, spurred by the release of a new book by noted marketers Jay Baer and Daniel Lemin. Social Media Today

Most B2B Marketers Report Positive ROI… If They Know What It Is.
44 percent of some 400 B2B marketers surveyed for Bizible’s new State of Pipeline Marketing report noted they’re unsure of what their average marketing return on investment (ROI) is, among several other study findings. MarketingCharts

2018 September 28 News Statistics Image

Instagram co-founders resign in latest Facebook executive exit
Instagram co-founders Kevin Systrom and Mike Krieger resigned on Monday, the firm announced. The moves follow other recent big-name departures from Facebook-owned services including WhatsApp. How will the departures of its co-founders change Instagram, and what will the two do next? Reuters

What’s driving B2B buyers to e-commerce
A look at shifting e-commerce patterns in the B2B landscape, and how they are affecting what is a $900 billion market in the U.S. alone, as B2B buyers do more total online purchasing. DigitalCommerce360

Google’s Data Studio is now generally available
Google Data Studio, the firm’s data visualization and reporting tool grouped within its Google Marketing Platform, has graduated from beta status and become available to all. Google Marketing Platform

How Marketers Can Be Strategic Influencers, and Why Their Input Is Key for Companies [Infographic]
An infographic look at some of the benefits of making sure that marketing is included at the highest levels of strategic planning. MarketingProfs

ON THE LIGHTER SIDE:

2018 September 28 Marketoonist Cartoon

A lighthearted look at 360-Degree Customer View by Marketoonist Tom Fishburne — Marketoonist

Here are all of Google’s 20th anniversary Easter eggs — TechCrunch

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Content Marketing World 2018 – Conference Report — Peter Krmpotic
  • Lee Odden — Influencer Marketing: It has changed, have you? — Marcy Massura
  • Lee Odden — Tune in October 3 to catch Lee Odden speaking at the AMA Digital Marketing Virtual Conference — AMA

What are some of your top content marketing news items this week?

Thanks for joining us, and we hope you’ll check in again next week for a new selection of the most relevant digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.





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