Good morning, do you manage your company’s LinkedIn Page?

Yesterday, LinkedIn rolled out three new Page tools designed to make it easier for businesses to engage with their customers, prospects, and employees. The new features include an Invite to follow option, LinkedIn Live integration with Pages, and new posting options. For businesses, the updates could bring more value to the community-driven features of the platform with options that make it easier to create more personalized connections (like inviting a connection to follow your business page, for example).

The holidays have come and gone, and recent numbers show that U.S. overall retail sales were flat or only up modestly – according to new data from Mastercard. By comparison, online sales were up roughly 19%, indicating that total holiday retail sales increased by only 3.4% compared with the year before.

The growing gap between retail and e-commerce has many retail giants closing up shop – with more than 9,000 major retail locations closed last year alone. Greg Sterling breaks down why closing stores might not be the solution for retail businesses looking to boost online sales. While shutting down underperforming stores makes economic sense for many retailers, it’s time they think more carefully about which stores to close – rather than assuming customers will readily make the shift to the online shopping cart.

There’s more below, including an industry snapshot of the median CPMs on major platforms last quarter.

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

Messaging matters when managing B2B vs. B2C audiences

“Much like targeting and timing, there are substantial differences in how advertisers will speak to B2B and B2C audiences,” explains Ronald Dod of Visiture. “The fact is that B2B buyers want to engage with brands that have evident expertise and knowledge of a given industry. This means that advertisers must showcase their acumen through relevant terminology, awareness of processes and similar traits that prospects will be interested in seeing. However, the exact inverse is true for B2C ads. When targeting average consumers, brands are wise to employ the most relatable voice possible by utilizing straightforward language that mirrors the audience. There is little to no place for jargon in B2C advertising.”

Learn More »

 

How retail brands can survive---and thrive--in 2020

Consumers everywhere now favor online marketplaces, not Google, when beginning a product search. Amazon recently overtook its rival when it comes to where shoppers start their customer journey. With so much change afoot, what exactly is the state of retail media in 2020? Don’t miss this live webinar with Crealytics CEO Andreas Reiffen and Marketing Land’s Editor-in-Chief Ginny Marvin where they discuss how leading retail brands can survive – and thrive – in the era of online marketplaces.

There’s still time to register!>

RSVP today »

 
Indicators
 

CPMs across paid media platforms, Q4 2019

AdStage is out with its 2019 Q4 Paid Media Benchmark Report, outlining industry stats on CPM, CPC, and CTR benchmarks. The report covers paid media platforms ranging from Facebook and YouTube – to Google, Pinterest, and Microsoft Ads.

Here’s a snapshot of the median CPMs across major platforms last quarter: 

Learn More »

 

Ready For Actionable Search Marketing Tactics?

Make this the year you take your search marketing campaigns — and career — to new heights. Attend Search Marketing Expo – February 19-20 in San Jose – for the actionable tactics you need to drive more awareness, traffic, conversions, and sales. The all-new agenda features 85+ sessions organized into three lanes with no limits: SEO, SEM/PPC, and digital commerce marketing. Choose your ideal pass and book by this Saturday, January 18, to save up to $450 off on-site rates!

Register now! »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Why Marketers Should Be Leaders With Customer Data Privacy – CMS Wire

CEOs everywhere are stressed about talent retention—and ignoring obvious solutions for it – Quartz

App Annie: Mobile game spending will top $100 billion in 2020 – VentureBeat

What Consumers Believe About Ads: Effectiveness, Creepiness, Transparency – Street Fight

Under fire in India, Amazon offers small business owners $1 billion olive branch – Reuters

Taco Bell deploys AI for in-app personalization – Mobile Marketer

‘It’s happening in a big way’: The future of re-commerce in retail – Retail Dive