B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights

2021 October 22 eMarketer Chart

2021 October 22 eMarketer ChartIAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About ‘Bad’ Ad Experiences
U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020’s $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost

Podcasts Google Knowledge Panels Go Live
Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm’s result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable

Advertising No Longer The Least-Trusted Profession, But Not By Much
Recently-released survey data shows that although advertising executives no longer rank as the least trusted profession, ad professionals are still seen by both U.S. and global audiences as having significant ground to make up when it comes to being seen as trustworthy, as doctors, scientists, and teachers were seen as being in the most trusted professions. MediaPost

IndexNow – Instantly Index your web content in Search Engines
Microsoft’s Bing has released a new indexing protocol and related third-party integration API — created in conjunction with search engine Yext — which allows for more complete indexing of websites, content management systems, and content delivery networks, Bing recently announced. Bing

Twitter Announces New #TwitterPrism Initiative to Maximize Inclusion within Advertising
Twitter has begun a diversity and inclusion initiative aimed at marketing partners, with its new #TwitterPrism program to help brands with programs including Cultural Context workshops and co-creation opportunities that bring together diverse creators and marketers, Twitter recently announced. Social Media Today

Reddit Brings Back View Counts in Post Insights
Social news aggregator and discussion platform Reddit has returned counts of how many times posts have been viewed, a metric the firm removed 2018 as it faced growth and scaling challenges. The return of view counts will be joined by additional new content view analytics information Reddit is looking to roll out to its 430-plus million average monthly active users, the firm recently announced. Adweek

2021 October 22 Statistics ImageB2B Exhibition Industry Performance Improves in Q2; Only 2 in 3 Events Cancelled
Overall combined physical and virtual B2B event industry performance has begun to see a rebound from 2020’s pandemic-led low point, with fewer exhibitions cancelling events, according to recently-released survey data from the Center of Exhibition Industry Research (CEIR). MarketingCharts

Instagram adds scheduling and ‘practice mode’ features for Live creators
Facebook’s Instagram social media platform has added the ability to pre-schedule content up to 90 days in advance, and a new connection-testing mode, two of several new features the firm has launched surrounding its Live creators feature, Instagram recently announced. TechCrunch

Twitter Shares New Insights into Gen Z Usage and Engagement
Some 70 percent of Gen Z Twitter users have said that they use the platform’s app to learn about new products — one of several statistics of interest to digital marketers contained in new report data from Twitter exploring how brands can connect to Gen Z using its platform. Social Media Today

eMarketer’s B2B Advertising Forecast 2021: 6 Key Insights & Revelations
Technology and financial services top the list of industries when it comes to B2B advertising spending, with tech products and services accounting for some 32 percent and FinServ 25 percent — two of numerous statistics of interest to B2B marketers contained in recent advertising forecast data. LinkedIn (client)

ON THE LIGHTER SIDE:

2021 October 22 Marketoonist Comic Image

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

Q&A With Adobe’s Brian Glover: The New Era Of CX Initiatives — Demand Gen Report

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Influencer Marketing for B2B [Podcast] — Digital Marketing Institute
  • Lee Odden — The Top Content Marketers: 64 Influential & Educational Content Marketing Accounts You Should Be Following — Content Hacker
  • Nick Nelson — 10 Tips for Finding Your Way as a New Entrepreneur — Small Business Trends

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

Thanks for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will 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 on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Digital Ad Spending Grows, Google Adds Knowledge Graphs For Podcasts, Instagram’s New Creator Features, & Gen Z Engagement Study Insights appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study

2021 October 15 CMI / MarketingProfs Chart

2021 October 15 CMI / MarketingProfs ChartNew Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief

Oracle and Microsoft Introduce Enhanced AI Capabilities for Customer Data Platforms
New personalization and data gathering technology that come in the form of digital streaming are part of the latest addition from Oracle’s CX Unity customer data platform (CDP), while Microsoft’s Dynamics 365 Customer Insights platform is slated to gain new insights from a combination of client website, mobile app, and other data, the firms recently announced . Chief Marketer

Twitter to sell mobile ad unit MoPub for $1 bln
Twitter will sell its MoPub mobile advertising company, which it acquired in 2013 for some $350 million, to AppLovin Corp for more than $1 billion, as Twitter places greater emphasis on new products aimed at doubling its revenue by 2023, the firm recently announced. Reuters

YouTube Tests New ‘Engagement Graph’ Insights on Videos, Adds New Member Acknowledgement Feature
Google’s YouTube video platform is set to give live streamers an array of new tools for recognizing long-standing channel subscribers, along with additional options for viewing user engagement data and more, in its latest update, YouTube recently announced. Social Media Today

Global marketers are making headway with improving diversity in campaigns
Some 63 percent of global marketers have said that advertising campaigns featuring diverse people played a significant role in content decisions, with 34 percent having noted that an accurate representation of the world we live in was the most important objective for marketing campaign content — two of several statistics of interest to online marketers contained in recently-released survey data. The Drum

2021 October 15 Statistics ImageTwitter debuts new ad features, revamped algorithm ahead of ecommerce push
Twitter has launched a variety of new advertising options for digital marketers, including slide-show ads capable of linking to multiple destination landing pages or websites, along with updating how it matches relevant ads with users of the social platform, Twitter recently announced. Reuters

Snap Has More Advertisers On The Platform Than Ever Before
Snapchat has launched new features targeted at brands and advertisers utilizing the platform, along with a new augmented reality (AR) partnership, both part of Snap’s focus on attracting additional new advertising to the social destination. B&T

Instagram Adds Reels Ads into its Marketing API
Facebook-owned Instagram has launched features that will ease the process brands go through to incorporate advertising within its Reels short-form vertical video format, with the roll-out of a new Instagram Marketing API, the firm recently announced. Social Media Today

B2B Content Marketing Insights for 2022: More Budget, More Work, More Empathy [Research]
69 percent of B2B content marketers said that they view video as a top area of 2022 investment, while some 77 percent said that their B2B content marketing strategy was different now compared to how it was prior to the pandemic — two of numerous statistics of interest to B2B marketers contained in newly-released study data. Content Marketing Institute

ON THE LIGHTER SIDE:

2021 October 15 Marketoonist Comic Image

A lighthearted look at the “we value your privacy” by Marketoonist Tom Fishburne — Marketoonist

Earth’s Unicorn Population Is Exploding — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis — 10 Tips for Stretching Your Budget When Growing a Small Business — Small Business Trends
  • TopRank Marketing — Leading Influencer Marketing Agencies for 2021 (Updated) — Influencer Marketing Hub
  • Boomi — Boomi Positioned as a Leader in the 2021 Gartner Magic Quadrant for Enterprise iPaaS for the Eighth Year — Boomi (client)

Have you found your own favorite B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Content Consumption Rises, LinkedIn’s Ticketed Events, New Google Spending Report, & Microsoft’s Zero-Party Data

2021 October8 Domo Chart

2021 October 8 Domo ChartB2B Purchasers Are Consuming More Content Before Buying
60 percent of B2B buyers find value in receiving relevant information throughout the purchasing journey, while half say that they are consuming more marketing content before making purchases than they did before 2020 — two of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost

LinkedIn is testing a new, paid ticketed events service Comments Feed
Microsoft-owned LinkedIn (client) has tested new paid event features hosted on the professional network’s platform, which would expand on its events hub and other virtual event offerings, and TechCruch takes a look at how the addition may help event organizers. TechCrunch

Amid Growing Reliance, How Will Marketers Enhance Their First-Party Data?
Some 63 percent of advertisers say that growing marketing email lists from newsletters is a top choice when it comes to growing first-party data, while 60 percent see website and app visitation behavior and social media activity as the best ways to gather first-party information, according to newly-released survey data. MarketingCharts

New Google Ads Budget Report Tracks Daily Campaign Spend
Google has rolled out a selection of new visual monthly spending reports for Google Ads campaigns, highlighting daily and monthly budgeting spending, limits, and forecast data, the search giant recently announced. Search Engine Journal

Microsoft Advertising Pushes Reliance On Zero-Party Data
Microsoft is increasingly looking at the digital data that people willingly share online, with its latest Microsoft Advertising offering incorporating what it calls zero-party data, voluntarily shared information the firm makes use of for increased transparency and control, Microsoft recently announced. MediaPost

Instagram ditches the IGTV brand, combines everything but Reels into an ‘Instagram Video’ format
Facebook’s Instagram has ended its IGTV brand, in a change that also brings a new video tab with more long form video options to the platform, allowing some video content up to an hour in length to be shared, the firm recently announced. TechCrunch

2021 October 8 Statistics ImageGoogle search’s next phase: context is king
Google’s latest shift in its search engine evolution has come in the form of its Multitask Unified Model (MUM) update, the firm announced recently at its Search On event, and The Verge takes a look at how the update works to deliver more context-rich answers within search results. The Verge

New Spotify campaign aims to prick up ears of advertisers
With podcast advertising revenue expected to top $2.4 billion in the U.S. alone by 2025, Spotify has rolled out an initiative highlighting the power of deeply immersed listening audiences to bring more advertisers to its platform, Spotify recently announced. The Drum

TikTok reached 1 billion monthly active users
Short-form video creation firm TikTok has surpassed the one billion active monthly user milestone — a mark that the firm hopes will attract greater numbers of B2B brands, with the platform’s top markets being the U.S., Europe, and Brazil, TikTok recently announced. https://techcrunch.com/2021/09/27/tiktok-reached-1-billion-monthly-active-users/

What Happens on the Internet Every Minute (2021 Version) [Infographic]
What happens during each digital minute online in 2021 is the focus of the ninth-annual “Data Never Sleeps” report in infographic form, showing Internet population and social platform use growth and other insights of interest to digital marketers, Domo recently announced. Social Media Today

ON THE LIGHTER SIDE:

2021 October 8 Marketoonist Comic Image

A lighthearted look at the “pain in the supply chain” by Marketoonist Tom Fishburne — Marketoonist

They Said It at the ANA Brand Masters — ANA

Workplace Hero Unmutes Microphone to Laugh — The Hard Times

9 Best Youtube Ads of 2021 and 2020 — HubSpot

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Webinar: How to Create Marketing Impact with Business Influencers — Digital Marketing Institute
  • Lee Odden — How Companies Can Use Digital Brand Ambassadors for B2B Influencer Marketing — MarketingProfs
  • LinkedIn — What’s Trending: Excel at Both Halves of Content Marketing — LinkedIn (client)

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

Thanks for visiting and having a look at this week’s 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 on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Content Consumption Rises, LinkedIn’s Ticketed Events, New Google Spending Report, & Microsoft’s Zero-Party Data appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Webinars Top List of B2B Nurturing Tactics, Digital Ad Revenue Jumps, More B2B Buyers Purchase Online, & LinkedIn’s New Reach Study

2021 October 1 MarketingCharts Chart

2021 October 1 MarketingCharts ChartStudy warns that digital B2B economy held back by tech and logistical issues
B2B buyers say that some 49 percent of purchases are now made online, with 93 percent seeing a permanent purchasing change that has been driven by the pandemic, according to newly-released survey data also showing that 78 percent of buyers are seeking better mobile experiences. The Drum

Microsoft Enables ‘Purpose’ Attribute Advertising
Microsoft has augmented its text and products ads by offering brands 32 new Purpose Business Attributes, broken into categories such as responsibility, values, and inclusion, the firm recently announced, bringing a new option to digital marketers using Microsoft Advertising services. MediaPost

US advertising rebound intensifies, on pace to grow 23%, Magna says
Digital advertising revenues in the U.S. climbed by 49 percent year-over-year during the first half of 2021, outpacing the 11 percent growth of traditional ad revenue, with spending expected to rise 23 percent to $278 billion by the end of the year, according to recently-released forecast data. Marketing Dive

Google Announces Search Redesign Using MUM Algorithm
Google has made changes to its search features, as visual image data joins with text search in a united new Multitask Unified Model (MUM) update rolling out next year, featuring a new visual results page and new Lens features, the search giant recently announced. Search Engine Journal

B2B Influencer Marketing Survey

Luxury consumer brand advertising on LinkedIn growing: ‘much larger than expected’
As Microsoft-owned LinkedIn (client) topped $1 billion in advertising revenue this year, an increasing number of luxury brands have also begun thriving on the professional social platform, and The Drum examines some of the recent success stories. The Drum

Study: Brands Cite Redundancy And Speed As Martech Pain Points
58 percent of brands say security is the leading consideration when evaluating new marketing technology tools, followed by 38 percent who note cost and scalability as the next two top factors, with 37 percent viewing integration with additional systems as a leading factor — one of numerous statistics of interest to B2B marketers contained in newly-released study data from Treasure Data (client). MediaPost

Twitter accelerates again with Bitcoin tips, NFTs, recorded Spaces, creator fund and more
Twitter will roll out an upcoming change to Twitter Spaces — the audio-call-based communication feature the firm launched to offer its own take on Clubhouse’s functionality — that brings new audio recording capabilities, alongside a slew of other updates to areas including the platform’s new creator fund, digital tipping features, and more, Twitter recently announced. TechCrunch

2021 October 1 Statistics ImageLinkedIn Outlines the Strength of its Reach and Ad Targeting Options [Infographic]
LinkedIn has released helpful overview information about how brands are successfully building audiences and increasing engagement using the professional social platform, in the form of a new infographic of interest to digital marketers. Social Media Today

Google ads to get more transparent by offering access to advertiser’s recent history
Google has given users of its industry-leading search functionality several new features offering greater disclosure and transparency, coming primarily in the form of a month’s worth of previous advertising content that searchers can peruse, Google recently announced. TechCrunch

Webinars Considered Most Effective for B2B Lead Nurture Programs
48 percent of B2B marketing executives said that webinars have performed the best when it comes to their nurturing programs, followed by 41 percent who noted that thought leadership articles were a top nurturing tactic, with 40 percent viewing email newsletters and sales emails as tops for nurturing initiatives, according to recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:
2021 October 1 Marketoonist Comic Image

A lighthearted look at the “marketing in the metaverse” by Marketoonist Tom Fishburne — Marketoonist

Reachdesk wraps up $43M to expand its B2B gifting marketplace — TechCrunch

15 Effective Ways Business Leaders Can Inspire Employees to Constantly Learn and Grow — Rolling Stone

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Five things B2B Content Marketers need to know about working with influencer — Brightvision
  • Lee Odden — How to Create Marketing Impact with Business Influencers — Digital Marketing Institute
  • Lee Odden — Content Marketing World Bookstore — Content Marketing World
  • Debbie Friez / TopRank Marketing — What’s Trending: Brand Recognition and Resonance — LinkedIn (client)

Have you found your own favorite B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us and having a look at this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Webinars Top List of B2B Nurturing Tactics, Digital Ad Revenue Jumps, More B2B Buyers Purchase Online, & LinkedIn’s New Reach Study appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends

2021 September 24 MediaPost CMO Survey Chart

2021 September 24 MediaPost CMO Survey ChartWhat New Approaches Are B2B Execs Taking with Their Nurture Programs?
49 percent of B2B marketing sales and technology executives say they’ve started using content engagement data, with 44 percent having begun using account-based nurturing, while some 37 percent say that they’ve started using intent data, according to recently-released survey data exploring new approaches to B2B lead nurturing. MarketingCharts

Intuit confirms $12B deal to buy Mailchimp
Financial software firm Intuit will acquire marketing automation platform and email marketing service Mailchimp for some $12 billion, making Mailchimp a brand within Intuit’s portfolio and expanding its small business focus, Intuit recently announced. TechCrunch

LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks
Microsoft-owned LinkedIn (client) has rolled out a $25 million creator fund that will play a role in the professional social media platform’s new Creator Accelerator Program, and form a pillar in efforts to expand engagement among its 774 million users, LinkedIn recently announced. TechCrunch

Where Are Media Budgets Trending for Next Year?
A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — one of several statistics of interest to B2B marketers contained in recently-released survey data. MarketingCharts

2021 TopRank Marketing B2B Influencer Marketing Survey Image

More information on how Google generates titles for web page results
Google’s Search Central online developer community has released updated guidance on some of the sizable array of elements it considers in pulling together search result page titles — including traditional title tags, half-empty, obsolete, inaccurate, and micro-boilerplate titles, the search giant recently announced. Google Search Central

The State of Video Marketing in 2021 [Infographic]
The number of businesses utilizing video in marketing efforts rose from 63 percent in 2017 to some 86 percent during 2021, while 90 percent of Instagram users say they follow a business on the Facebook-owned platform — two of several statistics of interest to online marketers contained in recently-released infographic data. MarketingProfs

Google’s Area 120 team jumps on the latest media trend in its new app
Google has begun accepting invitations to test its new newsletter creation app Museletter, which is poised to offer features for sharing content in newsletter and other formats, and which includes options to offer paid subscriptions, Google recently announced. Android Police

2021 September 24 Statistics Image4 Key Revelations from the Edelman-LinkedIn 2021 B2B Thought Leadership Impact Study
56 percent of buyers say if thought leadership content doesn’t persuade them within a minute they’ll disengage, while 73 percent of buyers say they seek out thought leadership content in order to stay up-to-date with timely industry insight — two of numerous findings of interest to B2B marketers contained in newly-released report data. LinkedIn

Twitter Experiments with New Visual Editor, Which Would Incorporate Fleets Tools
Twitter has begun testing an updated visual editor for creating messages on its social platform, with new features that include cropping, stickers, plain-text visuals, and other elements, some derived from Twitter’s recently-retired story-format ‘fleets’ editor. Social Media Today

Marketer Optimism Hits Highest Point Since 2015, Delta Variant Signals New Crash
During august 2021 marketing executives optimism about the U.S. economy recorded its highest figure since 2015, with a 69.6 optimism rating on a 100-point scale, according to recently-released joint survey data from Duke University’s Fuqua School of Business, Deloitte, and the American Marketing Association. MediaPost

ON THE LIGHTER SIDE:
2021 September 24 Marketoonist Comic Image

A lighthearted look at the “evidence-based marketing” by Marketoonist Tom Fishburne — Marketoonist

This Atmospheric Spot for Maersk Promotes the Brand’s New Logistics Services — Adweek

Home computing pioneer Sir Clive Sinclair dies aged 81 — The Guardian

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Debbie Friez / TopRank Marketing — What’s Trending: Brand Recognition and Resonance — LinkedIn (client)
  • Lee Odden — Boosting Engagement with Interactive Content — Velocitize
  • TopRank Marketing — Dorie Clark In The News, 2021 — Dorie Clark

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

Thanks for taking the time to join us and explore this week’s 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 on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Marketer Optimism Soars, LinkedIn’s Thought Leadership Impact Report, Google’s Newsletter Project, & Media Budget Trends appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Marketers’ Biggest Buyer Challenges, LinkedIn’s New Articles For Pages, Instagram Gets Montage Feature, & YouTube Updates Analytics

2021 September 17 MarketingCharts Chart

2021 September 17 MarketingCharts ChartLinkedIn Rolls Out Articles for Pages
Microsoft-owned LinkedIn (client) has launched a new feature that gives pages the ability to share long-form content on the professional social platform, an addition that comes amidst an array of other new features including an enhanced LinkedIn Live Events experience for creating more robust virtual events, the company recently announced. Adweek

Instagram is Developing a New ‘Montage’ Feature to Convert Stories to Reels, New ‘Favorites’ Listing
Facebook-owned Instagram has been testing a new option intended to make it easy for digital marketers to convert existing Instagram Stories content into brief Reels video clips, including automatically synced audio. New tool options for signaling favorite audience selections have also recently undergone testing on the platform — both changes that could eventually enhance how marketers use Instagram. Social Media Today

Study: Podcast Advertising Drives Sales
33 percent of podcast listeners say that podcast advertising is a good way for brands to reach them, a figure that climbs to 42 percent for the most frequent podcast listeners, while 32 percent of podcast listeners say that they have made purchases in the technology category, according to recently-released survey data. MediaPost

YouTube Adds Traffic & Revenue Data to Mobile Analytics
Google’s YouTube platform has rolled out additional analytics information that can now be found using YouTube’s Studio Mobile app, including monthly and transactional revenue reporting, along with a report showing the performance of various traffic sources, previously only available using the desktop-based dashboard, YouTube recently announced. Search Engine Journal

2021 TopRank Marketing B2B Influencer Marketing Survey Image

Reddit Launches New Updates for its Ad Platform, Including Bid Recommendations
Social news aggregator and discussion platform Reddit has added several new features to its advertising creation program as it seeks to attract more brands, including upgraded editing capabilities, the addition of ad bidding recommendations, and better bulk ad editing features, Reddit recently announced. Social Media Today

Chat App Discord Is Worth $15 Billion After New Funding
Online communications portal Discord has seen growth that has attracted an increasing number of brands, and $500 million of new financing has raised the value of Discord to some $15 billion, a figure twice that investors gave the firm in 2020 — growth that has spurred more business users and advertisers to explore the emerging platform. BNN Bloomberg

Twitter Expands Access to Professional Profiles and Ticketed Spaces
With an expanded Professional Profiles test opening to more brands, Twitter has continued its initiative to provide businesses greater exposure on the platform, a move that has also now given more users access to Twitter’s Ticketed Spaces — its Clubhouse-like voice conversation offering, the company recently announced. Social Media Today

Advertising Emerges As Fastest-Growing Source Of Recorded Music Revenues
During the first half of 2021 advertising-supported on-demand audio streaming services saw a 54.3 percent increase in revenue over the same period in 2020, a jump that makes it the fastest-growing segment of the U.S. music industry, according to recently-released data from the Recording Industry Association of America (RIAA) of interest to digital marketers. MediaPost

2021 September 17 Statistics ImageLinkedIn Launches ‘Dark Mode’ on Mobile and Desktop
Increased accessibility, inclusivity, and reduced eye-strain-inducing blue light are among the aims for LinkedIn’s (client) new dark mode option, being rolled out to the professional platform’s users — which numbered over 774 million according to the firm’s latest publicly-released figures. Social Media Today

What Are B2B Marketers’ Biggest Challenges with Buyers?
63 percent of B2B marketers have said that understanding the changing needs and requirements of buyers was their top challenge, followed by 57 percent who saw finding the correct time to engage on the right channel their biggest challenge — two of several statistics of interest to online marketers in newly-released survey data. MarketingCharts

ON THE LIGHTER SIDE:
2021 September 17 Marketoonist Comic Image

A lighthearted look at the “share of voice” by Marketoonist Tom Fishburne — Marketoonist

What the Pandemic Pet Boom Means for Marketers — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Upgrade and Enhance — LinkedIn (client)
  • Lee Odden — Content Marketing 101: What It Is & What Your Content Needs to Do — Mark Armstrong
  • Lee Odden — 12 Insightful Marketing Content Curation Guides — Marx Communications

Have you come across your own B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us to explore this week’s TopRank Marketing B2B marketing news, and we hope that you will again return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Marketers’ Biggest Buyer Challenges, LinkedIn’s New Articles For Pages, Instagram Gets Montage Feature, & YouTube Updates Analytics appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: B2B Digital Ad Spend Soars, Digital Engagement Changes, LinkedIn Scraps Stories, Google Pays Apple $15Bn

Salesforce Digital Engagement Tactics

Salesforce Digital Engagement Tactics

Marketers’ Use of Digital Engagement Tactics
A new report from Salesforce shows that 9 in 10 marketing leaders believe that their digital engagement strategy has completely (48%) or somewhat (42%) changed since before the pandemic. Which tactics are they using? Social media (91%), digital ads (91%), digital content (88%), website and apps (86%), email (76%) and mobile (69%). MarketingCharts

The Hybrid Future: How B2B Events Are Evolving
Most marketers say hybrid B2B events, which incorporate both online and in-person elements, will become more common in the coming years, according to recent research from ON24. 79% of B2B marketers say hybrid events provide more data than purely in-person events. MarketingProfs

Publishers are much less worried about the coming cookie changes than brands and agencies
Several months of preparation for the coming cookie-pocalypse appear to have brought publishers some peace of mind. They have not had quite the same effect on brands and agencies, according to Digiday+ research. 85% of brands are worried about measurement, a view shared by just 49% of agencies and 40% of publishers, survey shows. Digiday

Instagram is Removing Swipe-Up Links for Stories, Replacing the Function with Link Stickers
As part of its ongoing effort to improve Stories interaction, Instagram is making a change to the way that external links are shared within Stories frames, with the current ‘Swipe up’ links to be removed from the process entirely, and replaced by its new ‘Link’ sticker option instead. Social Media Today

New Consumer Protection Legislation Is Making Zero-Party Data an Imperative for Brands
Brands that embrace ethical and transparent practices with respect to consumer privacy and consumer data will be in a much more advantageous position going forward. And that’s where zero-party data (ZPD) becomes an important tool for brands moving forward: it provides essential personalization while still respecting consumer privacy. CPO Magazine

Marketing Transformation StatisticLinkedIn is scrapping its Stories feature to work on short-form video
LinkedIn announced it will suspend its Stories feature and begin working on a different way to add short-form videos to the platform. “Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise.” Liz Li, Senior Director of Product at LinkedIn. TechCrunch

Google to Pay Apple $15 Billion to Remain Default Safari Search Engine in 2021
t’s long been known that Google pays Apple a hefty sum every year to ensure that it remains the default search engine on iPhone, iPad, and Mac. Now, a new report from analysts at Bernstein suggests that the payment from Google to Apple may reach $15 billion in 2021, up from $10 billion in 2020. 9toMac

US B2B Digital Advertising Market Seeing Rapid Growth
Last year, eMarketer estimated that growth in US B2B digital advertising would be close to 23% over 2019. It turns out that it actually grew by a whopping 32.5% year-over-year (y-o-y) to reach $8.68 billion. This year, estimates put growth at 24.9%, with B2B advertisers spending $10.84 billion on digital ads. MarketingCharts

TikTok is Reportedly Testing 5-minute Videos
If you’re still getting used to TikTok’s longer, three-minute videos that rolled out to the masses last month, buckle up for this possible update. The company is reportedly testing videos that are up to five minutes long, according to social media commentator Matt Navarra. CNet

Twitter Publishes New Twitter Ads Checklist to Help Guide Your Approach
Twitter has published a new one-page checklist of all the key considerations for effective tweet ad campaigns, including hashtag notes, media attachment tips and targeting pointers. The checklist is an extension of Twitter’s recently published Agency Playbook, a 41-page guide that covers all aspects of Twitter marketing. Social Media Today

Google Page Experience Update is Now Rolled Out
Google confirmed that it completed the page experience update rollout today. This includes the updates to the Top Stories carousel on mobile search but the Google News app changes won’t be done for a week, say Google reps. Search Engine Land

ON THE LIGHTER SIDE:
Tom Fishburne Every Brand Onion

“The Brand Onion often says more about the marketing team than it does about the brand.  They can be self-indulgent, inflexible, full of jargon, indistinguishable from others, and they often over-inflate the role of the brand in actual people’s lives. by Marketoonist Tom Fishburne — Marketoonist

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

Thanks for taking the time to join us for this week’s 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 or on LinkedIn or even more timely updates about what’s happening in the B2B marketing world.

The post B2B Marketing News: B2B Digital Ad Spend Soars, Digital Engagement Changes, LinkedIn Scraps Stories, Google Pays Apple $15Bn appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43%

2021 August 27 MotionCue Chart

2021 August 27 MotionCue ChartWhy B2B Marketers Build on LinkedIn [Infographic]
96 percent of B2B marketers distribute content on LinkedIn (client), which has surpassed the 774 million member mark, including the presence of 97 percent of all Fortune 500 firms — two of numerous statistics of interest to digital marketers contained in newly-released infographic data. Social Media Today

CMO-CIO Relationship Needs Tightening To Improve Performance: CMO Council Report
Just 23 percent of firms rate their CMO-CIO working relationships as very effective, while 60 percent of CMOs who have very effective relationships with IT say that they utilize multi-year strategic planning, according to recently-released survey data of interest to online marketers. MediaPost

Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why?
39 percent of marketers see lack of training and resources as the top challenge to fully utilizing marketing automation tools, followed by 32 percent who view lack of management resources at the biggest barrier, according to newly-released report data. MarketingCharts

YouTube Overhauls Search Results
Google’s YouTube has begun a mobile test that incorporates Google search results to augment YouTube’s traditionally video-only SERPs, in a move that may eventually roll out to all users, while also implementing several other new YouTube search-related updates, YouTube recently announced. Search Engine Journal

Twitter Announces Coming DM Improvements, Including Multi-DM Sharing and Updated Navigation
Twitter has rolled out the ability to share a private message to multiple Twitter users, along with changes to how direct messages on the platform are formatted, both part of several additional new related features, Twitter recently announced. Social Media Today

82% of advertisers apply brand values to media spending decisions, survey finds
Over the past year there has been a 20 percent increase in advertisers that apply brand values to media spending, while some 59 percent of advertisers say they will downgrade a media partner because of trust factors — two of several statistics of interest to digital marketing contained in recently-released report data. Marketing Dive

2021 August 27 Statistics ImageAd Market Expands 43% In July, Smaller Categories Outpace Top 10
For the fifth month in a row the advertising economy in the U.S. has grown, with July seeing a 43.3 percent increase in year-over-year ad spending, according to newly-released ad tracking index data of interest to online marketers. MediaPost

LinkedIn Publishes New Guide to Effective Brand Building on the Platform
B2B marketers who publish on LinkedIn (client) have been given new data on the most effective use of the Microsoft-owned platform for brand-building initiatives, with the launch of a new brand strategy guide, the firm recently announced. Social Media Today

Reddit unveils its Clubhouse clone, Reddit Talk
Social news aggregator and discussion platform Reddit has launched its audio-call-based communication app offering features similar to Clubhouse, a move that gives marketers new options for utilizing the platform, Reddit recently announced. TechCrunch

2021 Survey Reveals How Marketers Take Advantage of Video
28 percent of marketers say that building brand awareness is the number one objective when it comes to using digital video, followed by 24 percent that find explaining products the top goal, and 18 percent who consider increasing sales and traffic as leading objectives, according to newly-released survey data. Business 2 Community

ON THE LIGHTER SIDE:
2021 August 27 Marketoonist Comic

A lighthearted look at the “this meeting could have been an email” by Marketoonist Tom Fishburne — Marketoonist

Deleting Unwanted Emails Every Day For Rest of Life More Convenient Than Clicking Twice to Unsubscribe Forever — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn Learning Solutions — Companies Are Opening Their Doors Again. How Do Employees Feel About Going Back? — LinkedIn (client)
  • TopRank Marketing — Top 70 Influencer Marketing Blogs and Websites — Feedspot

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

Thanks for taking the time to join us for this week’s 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: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43% appeared first on B2B Marketing Blog – TopRank®.

B2B Marketing News: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings

2021 August 20 Intensify Chart

2021 August 20 Intensify ChartAlmost Half of B2B Orgs Say It’s Become More Difficult to Close Deals
Finalizing B2B deals has become more difficult since the pandemic began, with some 46 percent of B2B organizations citing buying decisions being placed on hold as the primary cause, while 43 percent said that their organization viewed buyer re-prioritization as the top reason, followed by budget cutting, according to recently-released survey data. MarketingCharts

Marketing’s Tech-tonic Shift: 90% Have Changed Their Digital Strategies [Salesforce Study]
66 percent of marketing leaders expect revenue growth in the coming 12 to 18 months, with the top portions of B2B marketing budgets being spent on advertising, tools and technology, account based marketing (ABM), content, and staffing, according to newly-released survey data of interest to digital marketers. MediaPost

LinkedIn Adds Ratings & Reviews to User Profiles
Microsoft-owned LinkedIn has begun offering both reviews and ratings to user profiles, with a new services profile element that can now include a range of past client review and ratings features, and users initially receiving 20 review invitation credits, LinkedIn (client) recently announced. Search Engine Journal

Marketers Come Up Short In Perceived Value, Study Shows
Marketers see their department as coming in sixth when it comes to experiencing a lack of respect within their organization, behind sales, production, operations, human resources, and accounting, according to recently-released study data. MediaPost

TikTok Announces New Partnerships with Vimeo and Canva to Streamline Content Creation
Short-form social video platform TikTok has released new integration to its TikTok Ad Manager that expands ad-building options to more easily incorporate content from creation platforms Canva and Vimeo, the firm recently announced. Social Media Today

Google Removes The Rich Result Type From The Performance Reports
Google has removed the more generic form of its rich result search appearance data from its Search Console programming API — finalizing a move first mentioned in May, as the search giant has moved to providing more refined and less general breakout data, Google recently announced. SEO Roundtable

2021 August 20 Statistics ImageTwitter is Testing a New Option Which Would Enable You to Remove Specific Followers from Your Audience
Twitter has begun testing a method for users to less conspicuously remove unwanted followers from an account’s audience — an alternative to a brute force blocking approach that may offer digital marketers a more subtle solution, the firm recently announced. Social Media Today

LinkedIn Launches Native Video Meetings
LinkedIn has released new options for users to hold one-on-one video meetings directly within its platform, utilizing parent company Microsoft’s Azure Communication Services technology to provide a slew of powerful video conferencing features, with additional functionality such as screen sharing and virtual backgrounds planned for future updates, the firm recently announced. Search Engine Journal

SMT Expert Series: Keren Baruch Discusses LinkedIn Content Trends and Creator Tools [Interview]
Social Media Today recently interviewed LinkedIn’s Keren Baruch, who offered a range of insight into Creator Mode and other recent LinkedIn (client) content creation tools of interest to digital marketers. Social Media Today

The Biggest Benefits of Intent Data for B2B Marketers [Survey]
64 percent of B2B marketers say that digital advertising is the highest performing use case for intent data, followed by 44 percent who said customer account expansion was the most impactful use, and the same percentage who noted that account identification was the best usage scenario — one of several statistics of interest to online marketers contained in newly-released intent data survey results. MarketingProfs

ON THE LIGHTER SIDE:
2021 August 20 Marketoonist Comic

A lighthearted look at the “brand fatigue and brand consistency” by Marketoonist Tom Fishburne — Marketoonist

The Netflix-Experience Is The New B2B Standard — Forbes

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lane R. Ellis / TopRank Marketing — 5 Top Customer Service Articles of the Week 8-16-2021 — Shep Hyken
  • Lane R. Ellis — 10 Ways to Step Up Your Marketing and Brand Building by Using the Best Tools Available — Small Business Trends
  • Lee Odden — Q4 PPC Planning: SMB B2B Tactics — Clix

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

Thank you for joining us for this week’s 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: New B2B Intent Data Research, More Marketers Changing Digital Strategy, & LinkedIn’s New Video Meetings & Profile Ratings appeared first on B2B Marketing Blog – TopRank®.