B2B Marketing News: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows

2021 June 11 MarketingCharts Chart

2021 June 11 MarketingCharts ChartB2B Better: Customers Vote For The Most Trusted Brands
Apple, Amazon, Adobe, LinkedIn and Google garnered the top five spots among B2B professionals as the most trusted B2B brands, followed by Microsoft, FedEx, HubSpot, UPS, and American Express, according to recently-release survey data of interest to digital marketers. MediaPost

How to Influence B2B Buyers’ Purchasing Decisions [Survey]
71 percent of B2B buyers said that the top influence on their decision to purchase was when a salesperson leads a thorough discovery of their concerns, wants, and needs, followed by 68 percent who said showing what’s possible or how to solve a problem had an significant influence on buying decisions, with the same percentage noting that a salesperson who listens to them affects their purchasing decision, according to newly-released survey data. MarketingProfs

CX Decision-Makers Invest in Tech to Embed Customer Insights Throughout the Organization
Making new technology investments, increasing customer experience (CX) budget, and building a formal CX measurement framework are the top steps being taken to utilize customer insights and feedback in organizations, recently-released report data of interest to online marketers shows. MarketingCharts

Exclusive LinkedIn data shows marketers are in demand – especially in the digital realm
Over the past six months LinkedIn (client) has had a 177 percent increase in the number of remote marketing job listings, with the most in-demand digital marketing skills being social media marketing, paid search strategy, followed by social media and search marketing, according to newly-released report data from Microsoft-owned LinkedIn. The Drum

Magna Teams With Spotify: Finds Americans Suffer From ‘Screen Fatigue,’ Turn To Audio
42 percent of Americans who recently listened to digital audio or watched online video said that screen fatigue was the primary reason they turned to more digital audio content — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

YouTube Adds New Analytics Options To Provide More Context on Memberships, Revenue and More
Google’s YouTube has rolled out a slew of new measurement and analytics features, including some focused on helping creators and marketers get an improved look at channel membership gains and revenue impacts, the firm recently announced. Social Media Today

2021 June 11 Statistics ImageReport: Social Video Generates 70% As Much Reach As Linear TV, Fills In Demo ‘Gaps’
From February 2020 through the same month in 2021 the time that U.S. consumers between 18 and 44 spent watching social video climbed by almost 50 percent, with over half of social video being consumed by those in the 18 to 34 demographic, newly-released survey data has shown. MediaPost

SurveyMonkey Rebrands As Momentive To Fuel Its Growing Enterprise Business
SurveyMonkey will change its name to Momentive in a shift aiming to grow the firm’s B2B offerings in the customer insight market, while keeping its longstanding moniker for its self-serve business, the company recently announced. Forbes

Study Finds Only 2% Of Marketing Execs Want A ‘Full Return’ To Office
68 percent of marketers said that they were doing their best work while remote during the pandemic, while just two percent said that they would like to see a complete return to working from their office — two of several statistics of interest to digital marketers in newly-released report data. MediaPost

What Are B2B Marketers’ Most Critical Challenges Right Now?
Identifying target audiences and accounts, cross-departmental collaboration, and reaching target audiences through digital channels are the top three struggles that B2B marketers said they are facing, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2021 June 11 Marketoonist Comic

A lighthearted look at the “generational marketing
by Marketoonist Tom Fishburne — Marketoonist

Report: TikTok Now More Popular Than Instagram Among US Gen Z Consumers — MarketingCharts

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Do you have your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and please return 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.

The post B2B Marketing News: Most Critical B2B Challenges, Marketers Are In Demand, YouTube’s New Analytics, & Social Video Reach Grows appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Video Completion Rates, US Ad Spend Soars, Google’s New Starline 3D Chat, & What Makes A Brand Meaningful

2021 May 28 MarketingCharts Chart

2021 May 28 MarketingCharts ChartTwitter Re-Opens Public Applications for Profile Verification
For the first time since November, 2017 Twitter has begun allowing users to apply for verified profile status. As the new option is rolled out, a verification application option will appear within a Twitter user’s account settings, allowing brands to seek a blue check-mark, the firm recently announced. Social Media Today

Google Ads Has New Smart Bidding Features
Google has launched new eligible search campaign recommendations, along with target impression share simulators — two of several new updates of interest to digital marketers that have been rolled out to the firm’s popular Google Ads offering, the search giant recently announced. SEO Roundtable

U.S. Ad Recovery Continues To Soar, Surges 52% In April
April 2021 advertising spending was up 52 percent in the U.S. year-over-year, the biggest increase in more than a year, and this recovery has also been seen in more ad spending categories than previous months, according to recently-released ad spending index data. MediaPost

LinkedIn introduces Event Ads and “boosted” posts
LinkedIn (client) has made new post promotion features available from brand pages and rolled out a slew of new event advertising and analytics options, including custom streaming and mobile page analytics, the Microsoft-owned platform recently announced. Search Engine Land

What B2B Firms Use Marketing Agencies For
31 percent of B2B firms utilize marketing agencies for brand mission, vision, and values initiatives, while 22 percent use agencies for brand purpose strategy — two of several statistics of interest to online marketers in newly-released survey data. MarketingProfs

Instagram now shows creators how well their live videos and Reels are doing
Facebook-owned Instagram has launched an update that reveals more data about the performance of live videos and short-form Reels content, with shares, saves, likes, plays, and comments among newly-available metrics data, the firm recently announced. Engadget

2021 May 28 Statistics ImageTwitter Tests New ‘Super Followers’ Display Ahead of Program Launch
Twitter has begun testing more visible integration of its forthcoming super followers feature — which allows creators to offer subscription-only bonus content on the platform — with a new super follower count likely to appear alongside traditional account follower numbers, the firm has announced. Social Media Today

Havas Finds Growing Consumer ‘Cynicism,’ Only 25% Of Brands Even Matter
Some 39 percent of brands are trusted by U.S. consumers, while consumers say that they don’t care about 75 percent of brands, a slight decrease from 2019’s 77 percent, according to recently-released brand meaningfulness survey data of interest to digital marketers. MediaPost

Analysis: Google’s Starline shows promise and perils of 3D chats
Google launched its Project Starline 3D videoconferencing offering recently, its latest foray into the mixed reality communication realm, and Reuters has shared a look at some of the early impressions of the Google project. Reuters

2020 Business Video Completion Rates and Other Benchmarks
58 percent of business videos under one minute in length are viewed completely, while only 24 percent of those over 20 minutes long are watched in their entirety — two of several statistics of interest to digital marketers contained in recently-released survey data of some 760,000 business videos. MarketingCharts

ON THE LIGHTER SIDE:

2021 May 28 Marketoonist Comic

A lighthearted look at the “creative brief” by Marketoonist Tom Fishburne — Marketoonist

Man’s Cell Phone Disagrees That Alexa Is Listening to Him — Hard Drive

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Lee Odden Masters Group Workshop on Influencer Marketing – Florida 2021 — Pubcon
  • Lee Odden — 50 Best Blogging Quotes (from Top Bloggers) — Ryan Robinson
  • Lee Odden — What’s Trending: The New SEO and the Case for Content Marketing — LinkedIn

Have you located your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you will return 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.

The post B2B Marketing News: B2B Video Completion Rates, US Ad Spend Soars, Google’s New Starline 3D Chat, & What Makes A Brand Meaningful appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Top B2B Paint Points, Influencer Types Survey, Zoom’s New Events Platform, & The KPIs That Matter

2021 May 21 MediaPost ANA Chart

2021 May 21 MediaPost ANA ChartB2B Marketer Pain Points, Performance, and Priorities for the Year Ahead: B2B Marketing Monitor
54 percent of B2B brands face difficulty connecting with customers on the emotional level needed to increase brand engagement, while only 22 percent of B2B enterprises say they excel when it comes to customer experience (CX) — two of several findings of interest to digital marketers in recently-released survey data. MarketingProfs

Micro Influencers Still À La Mode in 2021
From micro and macro to mega, non-paid, affiliate and celebrity, the influencer types that enterprise marketers prefer working with runs the gamut, however the overwhelming majority — some 90 percent — want to work with micro-influencers who have between five and 100,000 followers, up from 77 percent in 2020, according to newly-released study data. [Survey]MarketingCharts

ANA Releases ‘KPIs That Matter,’ Finds The Most Important Ones Aren’t Always The Most Used
Cost per mille (CPM), cost per click (CPC) and unique reach are the top three key performance indicators (KPIs) marketers use, while those found to be the most important include return on investment (ROI), exposed return on advertising spend (ROAS) and brand safety metrics, according to recently-released survey data from the Association of National Advertisers (ANA). MediaPost

Post-IDFA Alliance finds iOS 14.5 triggered up to 21% growth in Android ad spending
Early figures have shown that between 63.5 and 83.2 percent of Apple mobile users have chosen not to be tracked for advertising, which has led to a 21 percent increase in ad spending for rival mobile operating system Android, according to recently-released mobile marketing report data. VentureBeat

Social Users Demand Relevance In Advertising, Study Finds
Some 59 percent of Twitter users say they remember those in-feed ads which are contextually relevant to the content surrounding them, with 46 percent preferring in-feed ads to open web alternatives — two of several findings of interest to online marketers in newly-released survey data. MediaPost

How the pandemic changed worldwide ad spending
Digital advertising will for the first time account for more than 60 percent of overall global ad spending, and is expected to court the 70 percent mark by 2025, according to recently-released forecast data, also showing 2021 ad spending that is predicted to be up 20.4 percent from 2020 levels. eMarketer

2021 May 21 Statistics ImageLinkedIn Shares New Insights Into Evolving Market Shifts as a Result of COVID-19
Some 70 percent of buyers want to continue to work remotely at least half of the time, while 67 percent of sales managers have encountered unforeseen difficulties maximizing remote team efficiency — two of numerous findings of interest to digital marketers in recently released report data. Social Media Today

Zoom announces all-in-one events platform
Zoom has announced a summer release of its Zoom Events virtual experiences platform, which will offer an array of features for ticketed virtual events, as the firm looks to serve the ongoing virtual event market. 80 percent of U.S. users said that they expect to have virtual experiences available even when in-person options are offered, according to Zoom survey data. MarTech

YouTube Previews Upcoming Improvements for YouTube Studio, Including Auto-Generated Title Suggestions
Google’s YouTube video platform has shared previews of forthcoming feature additions to its Creator Studio, including easier Google Drive integration, mobile publishing improvements, and multiple upload templates, the video firm recently announced. Social Media Today

Google Announces New Features for App Advertisers
Google has shared information about several new features aimed at mobile app advertisers, including in-app events from within Google Analytics, easier deep-linking, and new data-driven attribution (DDA) information, the search giant recently announced. Search Engine Journal

ON THE LIGHTER SIDE:

2021 May 21 Marketoonist Comic

A lighthearted look at “the NFT bandwagon” by Marketoonist Tom Fishburne — Marketoonist

Prabhakar Raghavan Isn’t CEO of Google—He Just Runs the Place — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: The New SEO and the Case for Content Marketing — LinkedIn
  • LinkedIn — 4 ways B2B marketers can successfully combine brand and purpose — Ad Age
  • Lee Odden — Pubcon Masters Group Workshops and Trainings Florida 2021 — Pubcon

Have you come across your own top 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’ll return 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.

The post B2B Marketing News: Top B2B Paint Points, Influencer Types Survey, Zoom’s New Events Platform, & The KPIs That Matter appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Influencer Ad Budgets Rise, B2B Buyer Report, Stellar US Ad Market Spending Increase, Zoom’s Immersive View, & LinkedIn’s LXP

2021 April 30 Advertiser Perspectives Chart

2021 April 30 Advertiser Perspectives ChartWhat B2B Buyers Say Sellers Can Do to Influence Their Purchase Decisions [Report]
71 percent of B2B buyers see client desires and needs as the leading influences on purchase decisions, while 68 consider showing what’s possible or how to solve a problem as being the biggest influence — two of several statistics of interest to B2B marketers in recently-released survey data. MarketingCharts

U.S. Ad Market Turns In Best March Ever: Up 25% Vs. 2020, 7% Vs. 2019
March saw the U.S. ad market grow nearly 25 percent since the same time last year, and even managed to increase 7.2 percent from pre-pandemic March 2019 levels, according to newly-released Standard Media Index (SMI) data. MediaPost

Zoom launches Immersive View to unify participants in the same virtual room
Zoom has announced that up to 25 people can virtually co-occupy shared environments using a recently-launched feature, in a move aimed at expanding the video conferencing firm’s traditional participant presentation format of individual square streams. VentureBeat

Study Finds Independent Agencies Make Strong Comeback In Q1
64 percent of independent agencies had increased first quarter revenue year-over-year, while 75 percent said that they expect remote working options to endure into post-pandemic routines — two of several findings in recently-released survey data. MediaPost

LinkedIn Announces ‘LinkedIn Learning Hub’ to Provide More Comprehensive Skills Development Pathways
Microsoft-owned LinkedIn (client) has announced that its forthcoming learning experience platform (LXP) will offer a variety of new community-based learning and other skill-boosting features of interest to digital marketers. Social Media Today

IAB: Ad ‘Confidence’ Has Surged, Less Frequent Reviews Of Budgets
Some 61 percent of U.S. advertising executives are confident or very confident in the stability of their advertising budget for the rest of 2021 — sharpy higher than the 22 percent who expressed the same levels of confidence in November of last year, according to newly-released survey data. MediaPost

2021 April 30 Statistics ImageReddit unveils its Clubhouse clone, Reddit Talk
Social news aggregator and discussion platform Reddit has launched Reddit Talk — its flavor of the audio-call-based communication app format popularized by Clubhouse, which Reddit has made available for both iOS and Android devices, the firm recently announced. TechCrunch

Facebook Tests New Video Ad Options, Including Updated Targeting Categories and Instagram Reels Ads
Facebook has announced testing of new in-stream ads with a variety of topic-based targeting features, utilizing machine learning to offer what the social media giant expects to be increased response rates. Social Media Today

Microsoft Advertising Unleashes Ad Units And The Ability To Import Facebook Campaigns. What Else Is New?
Digital advertisers can use a new feature being tested by Microsoft to more easily bring campaigns from Facebook Ads into Microsoft Advertising, and the firm also released an array of new ad formats including video ads for search results, Microsoft recently announced. AdExchanger

Ad Execs: Paid Content/Influencers Now The Biggest Share Of Digital Budgets
Paid branded content and influencer marketing have accounted for 20 percent of 2021 digital advertising budgets, while influence marketing was seen as the second most important digital ad option for 2021, according to recently-released survey data. MediaPost

ON THE LIGHTER SIDE:

2021 April 30 Marketoonist Comic

A lighthearted look at “the state of digital advertising” by Marketoonist Tom Fishburne — Marketoonist

How Pixar Uses Hyper-Colors to Hack Your Brain — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Finding Acceptance and Identity through Trail Running, even though I’m not a Runner [Video] — Tim Washer
  • TopRank Marketing — Using Social Media Polls for Market Research — Utah State University

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

Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you will return 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.

The post B2B Marketing News: Influencer Ad Budgets Rise, B2B Buyer Report, Stellar US Ad Market Spending Increase, Zoom’s Immersive View, & LinkedIn’s LXP appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges

2021 April 23 Linqia Chart

2021 April 23 Linqia ChartTwitter Launches Initial Test of ‘Professional Profiles’ for Brands and Creators
Twitter has begun testing new brand and creator professional profiles, which include information about a business, verification badges, and which may feature galleries and other elements, the social media platform recently announced. Social Media Today

These Are Marketers’ Top Organizational Priorities Right Now
45 percent of CMO Council members expect to upgrade or recruit for go-to-market execution and operations, while 38 percent say they’ll do so for content and demand-gen, followed by some 33 percent who plan to upgrade digital interactive marketing efforts — the top three spots in recently-released CMO organizational priority survey data of interest to digital marketers. MarketingCharts

Google Ads Insights Page Available To All
Google has launched a global rollout of the latest incarnation of its popular Google Ads platform, including an array of updated Insights features for finding current and emerging trends tailored to each business’ profile, the search giant recently announced. Search Engine Roundtable

In First Year-Over-Year Pandemic Comp, U.S. Ad Spending Surges 22% In March
Digital ad spending in the U.S. climbed by 27 percent in March compared to the same month in 2020, with overall ad spend rising by 22 percent year-over-year, according to newly-released Standard Media Index data. MediaPost

YouTube Provides New Overview of How its Video Recommendation Systems Work
Google’s YouTube has rolled out its latest guide for brands and creators, including new information on certain aspects of its video recommendation system such as quality watch time and other engagement signals, the video platform recently announced. Social Media Today

Instagram’s new test lets you choose if you want to hide ‘Likes,’ Facebook test to follow
Instagram has begun testing the ability to switch like counts on and off, along with an option for users to hide like counts on their own posts, the Facebook-owned social media platform announced, in a change that could impact how marketers measure content performance. TechCrunch

2021 April 23 Statistics ImageFacebook Adds Scheduling for Stories, New Ad and Business Discovery Options
Facebook has given its Business Suite users new Instagram and Facebook Story scheduling options, including the ability to save drafts, along with other updated features for business users, the firm recently announced. Social Media Today

Is Your Team Solving Problems, or Just Identifying Them?
There is a bigger difference between spotting problems and solving them than many may typically believe, and the Harvard Business Review explores how making creative collaborations can work to better solve problems together, and other issues of interest to online marketers. Harvard Business Review

New Report Looks at the Most Effective Influencer Marketing Approaches, and Key Platforms of Focus
71 percent of enterprise marketers said their influencer marketing budgets will grow over 2020 levels, while 36 percent saw their influencer content outperform brand-created content — two of several findings of interest to digital marketers in newly-released survey data. Social Media Today

ON THE LIGHTER SIDE:

2021 April 23 Marketoonist Comic

A lighthearted look at “customer experience friction” by Marketoonist Tom Fishburne — Marketoonist

NFTs and AI Are Unsettling the Very Concept of History — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Susan Misukanis — 192: Make content the cornerstone of your strategy, with TopRank Marketing — Let’s Talk Supply Chain
  • TopRank Marketing — 7 Engagement Boosting Interactive Content Marketing Examples — Peek & Poke

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

Thank you for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope you’ll return 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.

The post B2B Marketing News: CMO Priorities Study, Global State of Media Report, Google Updates Ad Insights, & U.S. Ad Spending Surges appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

2021 April 16 MarketingCharts Chart

2021 April 16 MarketingCharts ChartThe Buzz On B2B: Email Is Tops For Both Acquisition And Retention
Half of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost

Vast Majority of Consumers Associate High-Quality Creative with Brand Trust
85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts

B2B Content Marketers Get Higher Salaries, Bonuses Than B2C
B2B content editors and marketing professionals have earned more than their counterparts in B2C marketing, and were more likely to be paid cash bonuses, according to newly-published survey data of interest to digital marketers. MediaPost

Google Launches Video Ad Experiments to Help Refine Marketing Approaches
Google has announced a forthcoming feature that will allow brands to try various video ad approaches in its Google Ads program, offering video marketers new ways to experiment and observe how multiple ad variations resonate with their audiences, the search giant recently revealed. Social Media Today

IAB: Digital Ads Grew 29% In Q4 In Pandemic Rebound
Digital advertising spending grew to $45.6 billion during the fourth quarter of 2020, a 29 percent increase year-over-year that represented to top quarter in 20 years, while overall Internet ad spend climbed by 12.2 percent for 2020, reaching $139.8 billion, according to newly-released revenue report data from the Interactive Advertising Bureau. AdExchanger

Facebook Tests Updated Up and Downvoting for Comments in Groups
Facebook has experimented with comment voting, having added Reddit-like up and down rankings in an expanded Facebook group test, the social media giant recently announced. Social Media Today

2021 April 16 Statistics ImageNearly half of execs expect social marketing budgets to double in next 3 years, study finds
46 percent of business executives have said that the social media marketing budgets at their firms are expected to double within the next three years, while 91 percent said that their social marketing budgets will experience a rise of any level, according to recently-released survey data from The Harris Poll. Marketing Dive

Facebook tests Hotline, a Q&A product that’s a mashup of Clubhouse and Instagram Live
Facebook has tested a mash-up that adds video into the mix for its new Hotline product, combining the functionality of Clubhouse and Instagram Live, the social media firm recently announced. TechCrunch

Google Search Console adds regular expression support and more data filtering to Performance reports
Google has updated its latest Search Console to include more comparison mode filtering options, along with the addition of more powerful regular expression search functionality, the search firm announced recently. Search Engine Land

What Are Marketing Leadership’s Biggest Gaps?
The customer journey along with its acquisition and conversion sits atop the list of marketing leadership deficiencies, according to a recently-released survey of chief marketing officers, followed closely by segmentation and personalized messaging at scale, with action on customer data insight occupying the third most frequently noted marketing leadership gap. MarketingCharts

ON THE LIGHTER SIDE:

2021 April 16 Marketoonist Comic

A lighthearted look at “advertising without cookies” by Marketoonist Tom Fishburne — Marketoonist

These Were the Most Effective Ads of 2020, According to Kantar — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Susan Misukanis — 10 Personal Development Tips to Help You Love Your Small Business Life — Small Business Trends

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

Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return 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.

The post B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign

2021 April 9 Edelman Chart

2021 April 9 Edelman ChartB2B Myopia: Brands And Visitors Disagree On What Works On Websites
59 percent of B2B marketing customers say they like reviews and testimonials on websites, compared with just 37 percent of B2B marketers, while 44 percent of marketers viewed compelling brand messaging as important when it comes to creating a powerful website experience, compared to only 24 percent of website visitors — two of several findings of interest to digital marketers contained in recently-released survey data. MediaPost

Pinterest Kicks Off ‘Be Their Next’ B-to-B Campaign
Pinterest has launched its first global B2B campaign aimed at advertisers is the U.S. and five other countries, seeking to bolster B2B brand involvement on the visual-oriented social media platform, and shared survey data showing that Pinterest users are 25 percent more likely to tell others about new products, the firm recently announced. Adweek

Magna Predicts Faster Than Expected Rebound, With 2021 Ad Spend Set To Hit $240B
U.S. advertising revenue is expected to climb by 6.4 percent year-over-year in 2021, reaching $240 billion, with digital ad sales up by 13 percent, as the pandemic continued to speed a shift to digital, according to newly-released forecast data. AdExchanger

Consumers Reboot, From Brands To Relationships, Data Shows
The pandemic has made consumer more mindful of the brands they do business with, and millennials are some 24 percent more likely to now feel optimistic about business travel — two of several statistics of interest to online marketers contained in recently-released data from a report that examined over a billion social and search behaviors. MediaPost

YouTube Expands Monetization To More Types of Content
Google has implemented less restrictive advertiser-friendly guidelines on its YouTube platform, including replacing several instances of previous partial monetization with full revenue-earning capability for advertisers, YouTube recently announced. Search Engine Journal

What Metrics Are Creative Teams Tracking?
67 percent of creative teams track completed projects, 42 percent count requested projects, 38 percent measure time spent, while some 36 percent keep track of projects by work type, according to newly-released survey data digging in to the most-tracked metrics among creative teams. MarketingCharts

2021 April 9 Statistics ImageGoogle starts trialing its FLoC cookie alternative in Chrome
Google has begun testing its web-browser cookie tracking replacement system, Federated Learning of Cohorts (FLoC), within its popular Chrome browser, the search giant recently announced. TechCrunch

Study Finds Women Hold Brands Accountable For Inaccurate Portrayals In Ads
Just 15 percent of the Gen Z demographic have said that the media does an accurate job when portraying women, according to recently released survey data of U.S. adults of interest to digital marketers, which also showed that baby boomers and Gen Z are the most likely to hold brands accountable for accurate presentation of women. MediaPost

Facebook Launches New Dynamic Ads for Video Streaming Platforms
Facebook has rolled out a new variety of advertisements with the launch of its Dynamic Ads for Streaming option, which offers personalized previews and other new features aimed at brands that offer streaming services, the social media giant recently announced. Social Media Today

Trust Belt: Why We’re Losing Confidence In Technology [Edelman Trust Barometer]
Public trust in the technology sector has diminished, falling from 78 percent worldwide in 2019 to 68 percent in 2021, with an even larger decrease seen among those in the U.S., who had trust in the technology sector drop from 73 percent to 57 percent — one of several findings of interest to digital marketers in recently-released survey data. MediaPost

ON THE LIGHTER SIDE:

2021 April 9 Marketoonist Comic

A lighthearted look at “customer-centric culture” by Marketoonist Tom Fishburne — Marketoonist

April Fools’ Day: BMW’s self-driving car and Heinz and Innocent create ‘smoup’ — The Drum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn — Making an Impact with Executive Thought Leadership: 3 Cornerstones — LinkedIn (client)
  • Lee Odden — A Sneak Peek of Chapter 8 of The Common Path to Uncommon Success?!? — Entrepreneurs On Fire

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

Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return 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.

The post B2B Marketing News: B2B Site Visitor Study, Trust In Tech Falls, Ad Spending Rebounds, & Pinterest’s First B2B Ad Campaign appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Tech Content Marketing Priorities, Spotify Podcast Audience Tops Apple, & LinkedIn’s New Video Cover Stories

2021 April 2 CMI MarketingProfs Chart

2021 April 2 CMI MarketingProfs ChartMore B2B Tech Content Marketers Successfully Building Trust, Loyalty
86 percent of B2B technology marketers have said that they rate their content marketing efforts as being successful, while 88 percent attributed that success to providing content that offers value — two of several findings of interest to digital marketers in recently-released report data. MarketingCharts

B2B Buyers Prefer Email Over Other Channels, Especially Older Generations, Study Finds
Email is the leading overall communication channel among B2B decision makers, preferred by 54 percent of millennials and 60 percent of members of older generations, while 51 percent of millennials said they see digital purchasing channels as fostering more personalized solutions, according to newly-released survey data. MediaPost

LinkedIn Adds New Profile Features, Including Video Cover Stories and ‘Creator Mode’
Microsoft-owned LinkedIn (client) has announced an array of new features that will bring a range of new creative options to B2B marketers in a forthcoming rollout, including the addition of video profile cover stories, a new creator mode, along with new LinkedIn Live broadcaster options, the firm recently announced. Social Media Today

Why People Unsubscribed During the Pandemic
38 percent of people have said that the pandemic hasn’t changed the likelihood of opening emails from brands, while the top factors for unsubscribing from brand emails included being contacted too frequently, receiving politicized content, and getting content that hasn’t been personalized — several of the statistics included in recently-released survey data. MarketingProfs

Forecast Says Spotify to Overtake Apple in Podcast Audience Size
Spotify’s podcast listener numbers are expected to increase to 37.5 million by 2023, and to overtake Apple in 2021, in a booming market that is expected to see ad spending of more than $1.5 billion by 2022, according to recently-released forecast data. MarketingCharts

Most Marketers Are Also Trapped At Home During Pandemic, Study Finds
More than 75 percent of marketers say that they are working from home, and 53 percent said that their workload had increased during the pandemic, according to newly-released survey data of interest to digital marketers. MediaPost

2021 April 2 Statistics ImageTwitter Spaces Will Soon Been Accessible Via Desktop PCs
Twitter’s audio-centric Twitter Spaces feature will become available from desktop computers in a forthcoming change that will allow broadcasters on the platform easier access to high quality microphones, a move that could also expand audiences, the firm recently announced. Social Media Today

Mobile advertising trends: Google leads in scale, while Facebook dominates quality
When it comes to mobile app user retention, Google moved farther ahead of Facebook during the second half of 2020, according to AppsFlyer’s twelfth-annual Performance Index report, which also showed a 20 percent drop in app installations on Apple’s iOS. Netimperative

GroupM Revises U.S. Ad Outlook Upward: Cites Improved Economy, Effects Of Federal Stimulus
Ad spending in the U.S. is expected to grow by over nine percent during 2021, a sharp turnaround from the two percent decrease seen in 2020, according to newly-released forecast data from GroupM of interest to digital marketers. MediaPost

Technology Content Marketers’ Priorities [Report]
Content marketers in the technology sector expect investment in website enhancements to be their organization’s top area of investment during 2021, followed by content creation, all forms of events, and paid content distribution, according to recently-released survey data. MarketingProfs

ON THE LIGHTER SIDE:

2021 April 2 Marketoonist Comic

A lighthearted look at “metrics metrics everywhere” by Marketoonist Tom Fishburne — Marketoonist

Priceless NFT Artwork Vandalized With Spray Paint Tool — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Learn Why and How Executives Should Become Active on Social Media — LinkedIn (client)
  • Lee Odden — 10 Virtual Events to Put You at the Top of Your B2B Game — True Influence
  • Lee Odden — Top 99 Digital Marketing & Growth Hacking Quotes — GrowthRocks

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

Thank you for tuning in for the TopRank Marketing B2B marketing news, and we hope that you will return 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.

The post B2B Marketing News: B2B Tech Content Marketing Priorities, Spotify Podcast Audience Tops Apple, & LinkedIn’s New Video Cover Stories appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools

2021 March 26 MarketingCharts Chart

2021 March 26 MarketingCharts ChartInstagram Announces That Stories Drafts are Coming Soon
Facebook-owned Instagram will roll out a new scheduling option that will provide a helpful change for digital marketers who are using the native Instagram Stories interface, the firm recently announed. Social Media Today

B2B Highlights From “The CMO Survey”
51.3 percent of B2B marketers said they were more optimistic in January 2021 than during the fourth quarter of 2020, while 77 percent said it isn’t appropriate for their brand to take a stance on politically-charged issues — two of numerous findings of interest to digital marketers in new CMO survey data. B2B Marketing Directions

Study: Ad overload could pose steeper risk to brands than messages near inappropriate content
Some 52 percent of U.S. consumers say that they see overexposure to ads as the top cause of negative brand perceptions, especially those that were seen as distracting or otherwise intrusive, according to newly-released survey data. Marketing Dive

Google My Business releases tool to manage your reviews
Google has rolled out a new feature for its Google My Business service that allows marketers to conveniently monitor the status of multiple firm review take-down requests, the search giant recently announced. Search Engine Land

30-Second Video Ads Have Taken Over
Some 4 in 5 digital video ad impressions are comprised of the 30-second format, ousting the previous 15-second format as the most used video ad length, while the average time spent viewing videos ads has remained mostly stable, according to recently-released survey data. MarketingCharts

Zenith Forecasts Telecom Ad Spend Will Grow 4%-Plus Annually Through 2023
Nearly half of 2020’s $17.8 billion telecommunications industry advertising spending went to digital — the only channel with rising telecom ad spending — according to recently-released forecast data of interest to online marketers. MediaPost

2021 March 26 Statistics Image4As Report: Agencies Stepped Up In Times Of Trouble
Client engagement levels at advertising agencies climbed some 90 percent over the past year as the pandemic spurred increased use of online collaboration tools — one of several findings of interest to digital marketers in newly-released American Association of Advertising Agencies study data. MediaPost

Digital’s Big 3 Are Now The Majority Of U.S. Ad Spending
For the first time, in 2020 Google, Facebook and Amazon combined to attract the majority of ad spending in the U.S., with ad revenue for the so-called triopoly reaching more than $115 billion, according to recently-released analysis data. MediaPost

Advertisers Are Podcast Listeners, And New Report Finds That’s Also Making Them Ad Buyers
56 percent of advertisers say the global health crisis has given increased importance to podcast advertising, with a third of advertisers saying that podcast ads drive better brand buying consideration scores — two of several statistics of interest to digital marketers contained in recently-released podcast advertising report data. Inside Radio

How Should Brands Create Better Long-Term Relationships with Customers?
Just 17 percent of senior marketers say their firms track customer lifetime value (LTV), while 62 percent hope to improve LTV through developing a unified customer view, according to recently-released report data from the CMO Council and Deloitte. Understanding emotive drivers and delivering on brand promises top the survey list. MarketingCharts

ON THE LIGHTER SIDE:

2021 March 26 Marketoonist Comic

A lighthearted look at “reinventing the marketing 4Ps” by Marketoonist Tom Fishburne — Marketoonist

March Adness 2021: Vote for the Year’s Best Advertiser in Adweek’s Annual Bracket — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Why Content Is Important for SEO — Search Engine Journal
  • Lane R. Ellis — 10 Ways to Monitor and Improve Your Small Business Online Reputation — Small Business Trends
  • Lee Odden — Entrepreneurs on Fire: A Sneak Peek of Chapter 8 of The Common Path to Uncommon Success! — Entrepreneur on Fire
  • Lee Odden — What Does it Mean to Market with Empathy in 2021? — Heinz Marketing

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 joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return 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.

The post B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools appeared first on B2B Marketing Blog – TopRank®.