B2B Marketing News: Emotional Connections Top Brand Loyalty Study, YouTube’s New Metrics, & Google My Business Adds Audience Discovery Data

2021 March 12 MediaPost GWI Chart

2021 March 12 MediaPost GWI ChartHow and Why B2B Marketers Are Using Intent Data [Report]
56 percent of B2B marketers use intent data to identify new target accounts, while 51 percent use this data to align sales and marketing, according to recently-released report data of interest to digital marketers. MarketingProfs

Post Engagement Rates Remain Far Higher on Instagram Than Facebook or Twitter
Across industries, Instagram saw an average engagement rate more than four times that of Facebook during 2020, according to a recently-released report that examined more than 22 million business page posts on Instagram, Facebook, and Twitter. MarketingCharts

Microsoft Bing updates search results interface to make it more visually immersive
Microsoft’s Bing has augmented its search result experience to include expanding image carousels and infographic-like knowledge panels, in addition to several other new additions, Bing announced recently. Search Engine Land

Google Gains Additional Data From Performance To Target Ads
Google’s popular My Business service has added a variety of new audience discovery features, along with updated reporting of performance data of interest to digital marketers, the search giant recently announced. MediaPost

YouTube Analytics adds ‘new’ and ‘returning viewer’ metrics
Google’s YouTube has brought digital marketers new information on unique and returning viewers, in analytics additions that are part of YouTube’s latest metrics update, the firm recently announced. 9to5Google

Data Shows How Emotional Connections Fuel Consumer Loyalty
80 percent of consumers say they want to build relationships with brands, and some 57 percent said that they didn’t change brands despite the global pandemic — two of several statistics of interest to online marketers in recently-released Merkle Loyalty Barometer report data. MediaPost

2021 March 12 Statistics ImageDespite Inbox Competition, Marketers Confident in Email’s Effectiveness
Some 39 percent of marketers said that their email marketing effectiveness held steady during 2020, while 30 percent said that they found email marketing to be slightly more effective than during the previous year, according to recently-released survey data. MarketingCharts

Twitter is Testing a New ‘Undo’ Option for Sent Tweets
Twitter has looked into implementing a brief five second window of time during which users could recall their tweets, a move that would primarily allow for the correction of grammar and spelling mistakes, Social Media Today reports. Social Media Today

Google Discovery Campaigns on the Rise
73 percent more advertisers were using Google Discovery campaigns during the fourth quarter of 2020 compared to the first quarter of the same year, up from 51 percent during Q3, according to recently-released Google Ads Benchmark report data. MarketingCharts

Info Is King: Study Finds Americans Simply Want Ads To Tell Them About Products
49.7 percent of U.S. consumers said that they most want production information from the advertising they receive, with 29.2 percent seeking ad relevance and 17.8 percent looking for personalized ads, according to newly-released research study data. MediaPost

ON THE LIGHTER SIDE:

2021 March 12 Marketoonist Comic

A lighthearted look at “brand safety whack-a-mole” by Marketoonist Tom Fishburne — Marketoonist

Pinterest hosts its first ad summit and opens new video ad space to brands — Ad Age

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Joshua Nite — What’s Trending: Fine-Tune Your Content Strategy — LinkedIn (client)
  • TopRank Marketing — Marketers You Should Know: 16 Brilliant Thinkers to Follow on LinkedIn — LinkedIn (client)
  • Lee Odden — B2B-Influencer-Marketing: Die Imagepfleger [In German] — ONEtoONE
  • Lee Odden — Chris Boggs: A Drink With Brent – 03/05/2021 — Brent D. Payne

Have you found your own key B2B marketing story from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you will return once again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

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