--- title: "Inbound Industry Report: August 6, 2012" description: Marketing news from the first week of August, featuring brand and search relations, writing tricks for blog posts, Google headlines and company updates. image: https://www.readynorth.com/hs-fs/file-1578813144-png/Blog_Post_Images/Inbound_Industry_Report-News.png --- [Skip to content](https://www.readynorth.com/blog/inbound-industry-report-august-6-2012#main-content) Close - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) SEARCH CONTACT E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) [![Ready North (RN) Logo_BlueOrange_Trademark](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png?width=800&height=269&name=Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png)![Ready North Logo_AllWhite-1](https://www.readynorth.com/hs-fs/hubfs/Ready%20North%20Logo_AllWhite-1.png?width=1078&height=363&name=Ready%20North%20Logo_AllWhite-1.png)](https://www.readynorth.com/) - Industries - [Manufacturing](https://www.readynorth.com/industries/manufacturing) - [Professional Services](https://www.readynorth.com/industries/professional-services) - [Associations](https://www.readynorth.com/industries/associations) - [Other](https://www.readynorth.com/industries/other) - HubSpot - [Our Approach](https://www.readynorth.com/hubspot/our-hubspot-approach) - [Marketing Hub](https://www.readynorth.com/hubspot/marketing-hub/) - [Sales Hub](https://www.readynorth.com/hubspot/sales-hub) - [Service Hub](https://www.readynorth.com/hubspot/service-hub) - [CMS Hub](https://www.readynorth.com/hubspot/cms-hub) - [Integrations](https://www.readynorth.com/hubspot/integrations) - Digital Marketing - [Foundational Strategy](https://www.readynorth.com/digital-marketing/foundational-strategy/) - [Content Marketing](https://www.readynorth.com/digital-marketing/content-marketing) - [Lead Generation](https://www.readynorth.com/digital-marketing/lead-generation) - [Website Optimization](https://www.readynorth.com/digital-marketing/website-optimization) - [Reporting](https://www.readynorth.com/digital-marketing/reporting) - [Pricing](https://www.readynorth.com/point-pricing) - Resources - [Guides](https://www.readynorth.com/resources/guides) - [Blog](https://www.readynorth.com/blog) E-MAIL: [info@readynorth.com](mailto:info@readynorth.com) [GET STARTED](https://www.readynorth.com/contact-us) Quick results for "{search\_term}" ![Ready North Who We Serve](https://www.readynorth.com/hs-fs/hubfs/2023%20Website%20Redesign/Ready%20North%20Who%20We%20Serve.png?width=300&name=Ready%20North%20Who%20We%20Serve.png) #### We Love Clients with High Growth Goals We primarily work with clients in the manufacturing / industrial, professional services, and association industries.  Don't fit in the industries listed above? 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[GET RESOURCES](https://www.readynorth.com/resources/guides) ![](https://www.readynorth.com/hs-fs/file-1578813144-png/Blog_Post_Images/Inbound_Industry_Report-News.png?width=300&name=Inbound_Industry_Report-News.png) [Laura Pinter](https://www.readynorth.com/blog/author/laura-pinter)August 6, 20123 min read # Inbound Industry Report: August 6, 2012 [Previous](https://www.readynorth.com/blog/inbound-industry-report-july-25-2012) [Next](https://www.readynorth.com/blog/branding-strategy-important) *Top marketing news, articles and tips from the first week of August 2012.* ## *![Inbound Marketing Industry Report](https://www.readynorth.com/hs-fs/file-1578813144-png/Blog_Post_Images/Inbound_Industry_Report-News.png?width=285&height=178&name=Inbound_Industry_Report-News.png "Inbound Marketing Industry Report")***Brand & Search** As humans, we have an inclination to choose  things, go to places and be around people we know. In other words, we’re biased toward familiarity and trust. **Rand Fishkin** ([@randfish](http://www.twitter.com/randfish)) shares some interesting stats on how this tendency carries over in the business world, showing the relation between [brand and search, and why the two cannot be separated](http://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/). Here are a few takeaways for marketers to remember: 1. Build a brand name people trust; brand preference will impact both SEO and PPC. 2. Unbranded or misbranded domains may result in a loss of traffic from branding activities. 3. Links and social shares may impact click-through-rates, further impacting search engine positioning. ## **Content** One way to build your brand recognition is with memorable content. **Ali Luke** ([@aliventures](http://www.twitter.com/aliventures)) offers some [clever writing tricks to supercharge your blog posts](http://menwithpens.ca/9-clever-writing-tricks/), including: - **“You” and “I”**—Create a personal connection. - **Contractions** —Write how you speak. - **Imperatives and Examples**—Tell *and* show readers how to do something. - **Repetition and Patterns**—Make messages stick with similar groupings. - **Numbers**—Engage your audience and strengthen claims. ## **Agency-Client Relationships** When you hire a PR agency, you expect results. It’s important, however, to understand that success is a two-way street, requiring effort from both teams along the way. **Rachel Thexton** ([@dunnpr](http://www.twitter.com/dunnpr)) has encountered failed business-agency collaboration, and explains [what you can do to ensure your PR spend is worth it](http://www.arikhanson.com/2012/07/31/working-with-your-pr-agency-how-to-get-the-best-results/): - **Communication**—Whether it’s community involvement, business activities or blogger relations, provide your PR team with additional information about your company. - **Strategy**—Involve your agency in crafting marketing and communications plans. They may have insight to offer that other teams don’t. - **News**—Rely on your consultant’s expertise to push out authentic and interesting stories. With the right details, he or she can pitch a great story. ## **Google Headlines Galore** - Gmail users will now be able to [use the Hangout feature within the mail interface](http://techcrunch.com/2012/07/30/google-replaces-gmail-video-chat-with-google-hangouts/), replacing video chats. - Google acquired [marketing software developer Wildfire for $350 million](http://techcrunch.com/2012/07/31/google-acquires-wildfire/) in hopes of creating a [better platform for managing all aspects of digital media marketing](http://blog.wildfireapp.com/2012/07/31/wildfire-is-joining-google/). - The recent “Cookiegate” privacy episode is anything but sweet for Google, resulting in a hefty [$22.5 million fine](http://marketingland.com/google-to-pay-22-5-million-to-settle-cookiegate-in-latest-privacy-fine-17798) for bypassing mobile Safari’s default “no third-party cookies” settings. ## **Company News** - If you’re a **Dropbox** user and haven’t changed your password yet, do so now. The cloud file storage service admitted [“a small number of Dropbox accounts” were compromised](http://www.businessinsider.com/change-your-dropbox-password-right-now--2012-8) by hackers. - After a six-week hiatus, **Digg** fans welcomed a [new version of the social-news website](http://mashable.com/2012/07/31/digg-2/). Aside from an updated design, human editors now choose stories, with added weight from number of Facebook and Twitter shares. ([Check it out](http://digg.com/).) - **LinkedIn** proved its social staying power, releasing its [Q2 revenue total of $228.2 million](http://marketingland.com/linkedins-q2-228m-revenue-up-89-percent-year-over-year-17962), up 89% from last year. - **Yelp** is also posting record Q2 numbers, logging [$32.7 million in revenue](http://searchengineland.com/yelp-posts-q2-revenue-gain-claims-78-million-users-globally-129292) and 78 million unique monthly users. - Software company **Eloqua** [rose as much as 6.4% in its trading debut](http://www.bloomberg.com/news/2012-08-01/eloqua-raises-92-million-pricing-software-ipo-at-top-of-range.html) after raising $92 million in its IPO, pricing shares at $11.50. ## **Studies & Stats** - According to a report by Forrester Research, 30% of online buyers said they [first used **Amazon** to research their most recent online purchase](http://www.marketingprofs.com/charts/2012/8584/amazon-trouncing-google-as-first-stop-for-shoppers), versus only 13% who used Google. - “Millennials”—or those of Gen Y—are making waves with fierce brand loyalty by bringing back “word of mouth” marketing via social. 84% of millennials said [social opinions influence their purchase decisions](http://adage.com/article/digitalnext/millennials-party-brand-terms/236444/), whether strangers or friends. - To prove their social status, [the millennial group is also topping the Twitter usage charts](http://www.briansolis.com/2012/07/finally-a-look-at-the-people-who-use-twitter/), with 31% of internet users aged 18-24, and 17% of internet users aged 25-34, active on the network. - **Facebook** acknowledged that [83 million accounts on the social network are fake](http://mashable.com/2012/08/02/fake-facebook-accounts/), including duplicate, user-misclassified and spam accounts, putting its total active user base around 872 million. What articles made your top list last week? We'd like to hear your opinions. Stay updated: [Subscribe to the PR 20/20 blog](http://feeds.feedburner.com/PR2020_Blog), check us out on [Facebook](http://www.facebook.com/pr2020) or follow the team on [Twitter](https://twitter.com/pr2020/team). [Laura Pinter](https://www.readynorth.com/blog/author/laura-pinter) COMMENTS ## RELATED ARTICLES [![power theme logo](//883.fs1.hubspotusercontent-na1.net/hubfs/883/raw_assets/public/@marketplace/maka_Agency/POWER%20THEME/images/logos/power/pwr-img_logo_power-white.svg)](https://www.readynorth.com/) An inexpensive, quick and easy way to build beautiful responsive website pages without coding knowledge All rights reserved ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United States", "addressLocality" : "Cleveland", "addressRegion" : "Ohio", "postalCode" : "44115", "streetAddress" : "812 Huron Road" }, "email" : "info@readynorth.com", "knowsLanguage" : "en-us", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/BF.com/Brightfind_Primary_Logo.png" }, "name" : "Ready North", "url" : "https://www.readynorth.com/blog/inbound-industry-report-august-6-2012" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "abstract" : "Marketing news from the first week of August, featuring brand and search relations, writing tricks for blog posts, Google headlines and company updates.", "author" : { "@type" : "Person", "name" : "Laura Pinter" }, "dateModified" : "November 17, 2014 1 AM", "datePublished" : "August 6, 2012 5 PM", "headline" : "Inbound Industry Report: August 6, 2012", "image" : "http://cdn2.hubspot.net/hub/883/file-1578813144-png/Blog_Post_Images/Inbound_Industry_Report-News.png", "inLanguage" : "en-us", "keywords" : "[News, Industry]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "Inbound Industry Report: August 6, 2012", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.readynorth.com/hubfs/Ready%20North%20(RN)%20Logo_BlueOrange_Trademark.png" }, "name" : "Ready North" }, "text" : "Top marketing news, articles and tips from the first week of August 2012. Brand & Search As humans, we have an inclination to choose things, go to places and be around people we know. In other words, we’re biased toward familiarity and trust. Rand Fishkin (@randfish) shares some interesting stats on how this tendency carries over in the business world, showing the relation between brand and search, and why the two cannot be separated. Here are a few takeaways for marketers to remember: Build a brand name people trust; brand preference will impact both SEO and PPC. Unbranded or misbranded domains may result in a loss of traffic from branding activities. Links and social shares may impact click-through-rates, further impacting search engine positioning. Content One way to build your brand recognition is with memorable content. Ali Luke (@aliventures) offers some clever writing tricks to supercharge your blog posts, including: “You” and “I”—Create a personal connection. Contractions —Write how you speak. Imperatives and Examples—Tell and show readers how to do something. Repetition and Patterns—Make messages stick with similar groupings. Numbers—Engage your audience and strengthen claims. Agency-Client Relationships When you hire a PR agency, you expect results. It’s important, however, to understand that success is a two-way street, requiring effort from both teams along the way. Rachel Thexton (@dunnpr) has encountered failed business-agency collaboration, and explains what you can do to ensure your PR spend is worth it: Communication—Whether it’s community involvement, business activities or blogger relations, provide your PR team with additional information about your company. Strategy—Involve your agency in crafting marketing and communications plans. They may have insight to offer that other teams don’t. News—Rely on your consultant’s expertise to push out authentic and interesting stories. With the right details, he or she can pitch a great story. Google Headlines Galore Gmail users will now be able to use the Hangout feature within the mail interface, replacing video chats. Google acquired marketing software developer Wildfire for $350 million in hopes of creating a better platform for managing all aspects of digital media marketing. The recent “Cookiegate” privacy episode is anything but sweet for Google, resulting in a hefty $22.5 million fine for bypassing mobile Safari’s default “no third-party cookies” settings. Company News If you’re a Dropbox user and haven’t changed your password yet, do so now. The cloud file storage service admitted “a small number of Dropbox accounts” were compromised by hackers. After a six-week hiatus, Digg fans welcomed a new version of the social-news website. Aside from an updated design, human editors now choose stories, with added weight from number of Facebook and Twitter shares. (Check it out.) LinkedIn proved its social staying power, releasing its Q2 revenue total of $228.2 million, up 89% from last year. Yelp is also posting record Q2 numbers, logging $32.7 million in revenue and 78 million unique monthly users. Software company Eloqua rose as much as 6.4% in its trading debut after raising $92 million in its IPO, pricing shares at $11.50. Studies & Stats According to a report by Forrester Research, 30% of online buyers said they first used Amazon to research their most recent online purchase, versus only 13% who used Google. “Millennials”—or those of Gen Y—are making waves with fierce brand loyalty by bringing back “word of mouth” marketing via social. 84% of millennials said social opinions influence their purchase decisions, whether strangers or friends. To prove their social status, the millennial group is also topping the Twitter usage charts, with 31% of internet users aged 18-24, and 17% of internet users aged 25-34, active on the network. Facebook acknowledged that 83 million accounts on the social network are fake, including duplicate, user-misclassified and spam accounts, putting its total active user base around 872 million. What articles made your top list last week? We'd like to hear your opinions. Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.", "url" : "https://www.readynorth.com/blog/inbound-industry-report-august-6-2012", "wordCount" : "1306" } ```