B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act

2020 October 16 MarketingCharts Chart

B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum

Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today

WordPress can now turn blog posts into tweetstorms automatically
WordPress has rolled out a new feature that allows entire posts created in the content management system to be shared and discussed on Twitter, including accompanying images and video, with support for multiple Twitter accounts, the firm recently announced. TechCrunch

Facebook & Instagram Drop Support For WordPress Embeds
Facebook and its Instagram platform will both cease supporting the traditional and widespread form of WordPress embedding, as unauthenticated embeds won’t work after an October 24 API update — a change aimed at driving publishers to create Facebook Developer accounts and use the oEmbed embedding format, Facebook announced recently. Search Engine Journal

Marketers Got Hyper-Relevant Advertising Messages Wrong, Study Finds
Brands achieve a 26.7 percent higher chance of gaining new customers when they target using a goal-driven advertising message mindset compared to an item-driven one, according to recently-released survey data that points out possible consequences of overly-specific ad targeting. MediaPost

Google Podcasts Manager shows you search impressions and clicks from Google Search
Google has launched a podcast performance monitoring and reporting system — Google Podcasts Manager — that shows how people find podcasts and what their listening habits are, among other new podcast-related data, Google recently announced. Search Engine Land

2020 October 16 Statistics Image

Key Takeaways From Congress’ Digital Competition Report
Amazon, Apple, Facebook and Google are being urged to implement changes that would promote increased interoperability when it comes to digital advertising, and Adweek takes a look at some of the findings from the nearly 450-page U.S. House Judiciary Committee’s Antitrust Subcommittee report. Adweek

YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
YouTube has begun testing interactive product tags within certain videos, including new integration with Shopify that could lead to more streamlined clickable products within video content, the video giant recently announced. Social Media Today

Google Assistant Opens, Searches, Completes Functions In Mobile Apps Using Voice
Google has enhanced its Google Assistant service with new voice search features for users of Android apps, including functionality to post to social media platforms, the firm recently announced. MediaPost

Performance Marketing Budgets to Increase as Marketers Chase ROI
42 percent of B2B marketers plan to increase budgeting for performance marketing initiatives by up to 20 percent over the next year, and 18 percent say they will increase those budgets by over 20 percent — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2020 October 16 Marketoonist Comic

A lighthearted look at “product choice overload” by Marketoonist Tom Fishburne — Marketoonist

Coworker’s Sly Smile In Zoom Meeting Suggests Separate Chat Happening Right Now — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Roundup Debate on why people follow influencers — DearMishuDad
  • Lee Odden — The Employees as Influencers – Insights from Adobe — Jason Falls
  • Nick Nelson — 10 Important Building Blocks for Small Business Success — Small Business Trends
  • Lee Odden / TopRank Marketing — The State of B2B Influencer Marketing [Research] — V3Broadsuite

Have you found your own top marketing stories 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 weekly B2B marketing news, and we hope that you will come back again next Friday for another look at the 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.

B2B Marketing News: B2B Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act

2020 October 16 MarketingCharts Chart

2020 October 16 MarketingCharts Chart

B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum

Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today

WordPress can now turn blog posts into tweetstorms automatically
WordPress has rolled out a new feature that allows entire posts created in the content management system to be shared and discussed on Twitter, including accompanying images and video, with support for multiple Twitter accounts, the firm recently announced. TechCrunch

Facebook & Instagram Drop Support For WordPress Embeds
Facebook and its Instagram platform will both cease supporting the traditional and widespread form of WordPress embedding, as unauthenticated embeds won’t work after an October 24 API update — a change aimed at driving publishers to create Facebook Developer accounts and use the oEmbed embedding format, Facebook announced recently. Search Engine Journal

Marketers Got Hyper-Relevant Advertising Messages Wrong, Study Finds
Brands achieve a 26.7 percent higher chance of gaining new customers when they target using a goal-driven advertising message mindset compared to an item-driven one, according to recently-released survey data that points out possible consequences of overly-specific ad targeting. MediaPost

Google Podcasts Manager shows you search impressions and clicks from Google Search
Google has launched a podcast performance monitoring and reporting system — Google Podcasts Manager — that shows how people find podcasts and what their listening habits are, among other new podcast-related data, Google recently announced. Search Engine Land

2020 October 16 Statistics Image

Key Takeaways From Congress’ Digital Competition Report
Amazon, Apple, Facebook and Google are being urged to implement changes that would promote increased interoperability when it comes to digital advertising, and Adweek takes a look at some of the findings from the nearly 450-page U.S. House Judiciary Committee’s Antitrust Subcommittee report. Adweek

YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
YouTube has begun testing interactive product tags within certain videos, including new integration with Shopify that could lead to more streamlined clickable products within video content, the video giant recently announced. Social Media Today

Google Assistant Opens, Searches, Completes Functions In Mobile Apps Using Voice
Google has enhanced its Google Assistant service with new voice search features for users of Android apps, including functionality to post to social media platforms, the firm recently announced. MediaPost

Performance Marketing Budgets to Increase as Marketers Chase ROI
42 percent of B2B marketers plan to increase budgeting for performance marketing initiatives by up to 20 percent over the next year, and 18 percent say they will increase those budgets by over 20 percent — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts

ON THE LIGHTER SIDE:

2020 October 16 Marketoonist Comic

A lighthearted look at “product choice overload” by Marketoonist Tom Fishburne — Marketoonist

Coworker’s Sly Smile In Zoom Meeting Suggests Separate Chat Happening Right Now — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Roundup Debate on why people follow influencers — DearMishuDad
  • Lee Odden — The Employees as Influencers – Insights from Adobe — Jason Falls
  • Nick Nelson — 10 Important Building Blocks for Small Business Success — Small Business Trends
  • Lee Odden / TopRank Marketing — The State of B2B Influencer Marketing [Research] — V3Broadsuite

Have you found your own top marketing stories 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 weekly B2B marketing news, and we hope that you will come back again next Friday for another look at the 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 Marketers Face Rising Content Demands, Google’s Mobile Voice Assistant, Performance Marketing Budgets Grow, & The Hyper-Relevant Ad Balancing Act appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

2020 October 2 eMarketer Insider Intelligence Chart

2020 October 2 eMarketer Insider Intelligence Chart

Facebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming
Instagram has launched a revision to its short-form vertical video offering and TikTok competitor Reels, which doubles the video length to 30 seconds and extends the recording timer function, among other refinements that come after Reels recent launch, the Facebook-owned firm announced. Social Media Today

Consumers and marketers at odds over ad preferences, Kantar study finds
Advertisers favor utilizing traditional mainstream social media platforms for digital ads, while consumers tend to be the most positive about ads seen on newer platforms, one of several findings of interest to online marketers in recently-released global survey data. Marketing Dive

Pinterest officially launches new Story Pins format in beta
Pinterest has launched Story Pins, its take on the widely-utilized stories format, incorporating a wide array of content types from text and images to video, and redefining the format by removing the ephemeral element present in offerings from other social media platforms, the firm has announced. TechCrunch

The B2B content that can help your sales team close
Survey data from multiple studies shows how B2B marketers are successfully creating content to be used at various stages of the buyer journey, and where content marketing priorities have been during 2020. ClickZ

2020 October 2 Statistics Image

LinkedIn Updates Marketing Partner Program with New Specialty Categories
LinkedIn (client) has refined its Marketing Partner Program to better guide businesses to helpful resources and partners in categories divided into planning, execution, and measurement, the Microsoft-owned professional platform recently announced. Social Media Today

New Research: 67% Of Marketers Negatively Impacted By COVID-19, But Martech Investment Continues
Some 44 percent of marketers expect marketing technology spending levels to return to normal in 2021, while 67 percent also say that they have seen a negative impact due to the global pandemic in 2020, according to recently-released survey data. Demand Gen Report

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says
64 percent of top consumer brands have begun investing in immersive digital experiences, with the technology credited in boosting consumer purchasing confidence by 9 percent in the U.S., while some 47 percent of consumers noted that they would pay more for products that could be personalized with immersive technology, according to newly-released survey data of interest to marketers looking to implement immersive experiences in the B2B realm. Marketing Dive

Americans Trust LinkedIn With Their Data, But They Are Wary of Facebook
LinkedIn (client) is the most trusted social media platform among U.S. users when it comes to personal data protections, topping Pinterest, Snapchat, Reddit, YouTube, and Instagram, while Facebook was the least-trusted platform, according to recently-released survey data of interest to digital marketers. Adweek

ON THE LIGHTER SIDE:

2020 October 2 Marketoonist Comic

A lighthearted look at “flipping the script” by Marketoonist Tom Fishburne — Marketoonist

Neuralink Brain Chip Comes Preloaded with Memories of New U2 Record — The Hard Times

This Can’t Be Real! 9 Mind-Blowing Links That Will Take You To Visible’s Website Where You Can Purchase Their Services — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Strengthen Your Strategy — LinkedIn (client)
  • Lee Odden — 12 Tips for Tracking and Measuring Your Influencer Marketing Campaigns — Databox
  • TopRank Marketing / SAP — Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller — Golden Spiral

Have you found your own top marketing stories 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 weekly B2B marketing news, and we hope you’ll return again next Friday for another look at the 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: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

2020 October 2 eMarketer Insider Intelligence Chart

Facebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming
Instagram has launched a revision to its short-form vertical video offering and TikTok competitor Reels, which doubles the video length to 30 seconds and extends the recording timer function, among other refinements that come after Reels recent launch, the Facebook-owned firm announced. Social Media Today

Consumers and marketers at odds over ad preferences, Kantar study finds
Advertisers favor utilizing traditional mainstream social media platforms for digital ads, while consumers tend to be the most positive about ads seen on newer platforms, one of several findings of interest to online marketers in recently-released global survey data. Marketing Dive

Pinterest officially launches new Story Pins format in beta
Pinterest has launched Story Pins, its take on the widely-utilized stories format, incorporating a wide array of content types from text and images to video, and redefining the format by removing the ephemeral element present in offerings from other social media platforms, the firm has announced. TechCrunch

The B2B content that can help your sales team close
Survey data from multiple studies shows how B2B marketers are successfully creating content to be used at various stages of the buyer journey, and where content marketing priorities have been during 2020. ClickZ

2020 October 2 Statistics Image

LinkedIn Updates Marketing Partner Program with New Specialty Categories
LinkedIn (client) has refined its Marketing Partner Program to better guide businesses to helpful resources and partners in categories divided into planning, execution, and measurement, the Microsoft-owned professional platform recently announced. Social Media Today

New Research: 67% Of Marketers Negatively Impacted By COVID-19, But Martech Investment Continues
Some 44 percent of marketers expect marketing technology spending levels to return to normal in 2021, while 67 percent also say that they have seen a negative impact due to the global pandemic in 2020, according to recently-released survey data. Demand Gen Report

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says
64 percent of top consumer brands have begun investing in immersive digital experiences, with the technology credited in boosting consumer purchasing confidence by 9 percent in the U.S., while some 47 percent of consumers noted that they would pay more for products that could be personalized with immersive technology, according to newly-released survey data of interest to marketers looking to implement immersive experiences in the B2B realm. Marketing Dive

Americans Trust LinkedIn With Their Data, But They Are Wary of Facebook
LinkedIn (client) is the most trusted social media platform among U.S. users when it comes to personal data protections, topping Pinterest, Snapchat, Reddit, YouTube, and Instagram, while Facebook was the least-trusted platform, according to recently-released survey data of interest to digital marketers. Adweek

ON THE LIGHTER SIDE:

2020 October 2 Marketoonist Comic

A lighthearted look at “flipping the script” by Marketoonist Tom Fishburne — Marketoonist

Neuralink Brain Chip Comes Preloaded with Memories of New U2 Record — The Hard Times

This Can’t Be Real! 9 Mind-Blowing Links That Will Take You To Visible’s Website Where You Can Purchase Their Services — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Strengthen Your Strategy — LinkedIn (client)
  • Lee Odden — 12 Tips for Tracking and Measuring Your Influencer Marketing Campaigns — Databox
  • TopRank Marketing / SAP — Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller — Golden Spiral

Have you found your own top marketing stories 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 weekly B2B marketing news, and we hope you’ll return again next Friday for another look at the 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.

B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook

2020 September 25 MarketingCharts Chart

US B2B Digital Advertising 2020
B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer

The ‘Purpose Gap’ Facing Many B2B Brands
86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs

How Bad Data Hurts B2B Companies
88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren’t certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report

Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek

Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch

Global brands advance towards ‘holy grail’ of cross-media measurement
An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA’s Cross-Media Working Group recently announced. The Drum

2020 September 25 Statistics Image

Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal

LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch

New open source robots.txt projects
Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog

What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts

ON THE LIGHTER SIDE:

2020 September 25 Marketoonist Comic

A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist

Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Stop Telling The Same Old Story — Mark Armstrong
  • Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends
  • TopRank Marketing — Why Convenience Is Essential — Forbes

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

Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the 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.

B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook

2020 September 25 MarketingCharts Chart

2020 September 25 MarketingCharts Chart

US B2B Digital Advertising 2020
B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer

The ‘Purpose Gap’ Facing Many B2B Brands
86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs

How Bad Data Hurts B2B Companies
88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren’t certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report

Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek

Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch

Global brands advance towards ‘holy grail’ of cross-media measurement
An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA’s Cross-Media Working Group recently announced. The Drum

2020 September 25 Statistics Image

Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal

LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch

New open source robots.txt projects
Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog

What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts

ON THE LIGHTER SIDE:

2020 September 25 Marketoonist Comic

A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist

Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Stop Telling The Same Old Story — Mark Armstrong
  • Nick Nelson — 10 Tips for Changing the Way You Think About Your Small Business — Small Business Trends
  • TopRank Marketing — Why Convenience Is Essential — Forbes

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

Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the 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: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing News: 3 B2B Pandemic Marketing Studies, YouTube Launches Shorts, Twitter Tests Audio & New Emoji Performance Report Data

2020 September 18 Edelman Chart

Now Is the Time for B2B Content
During the pandemic, video and webinar content has seen the largest increase in views according to recently-released survey data, while views of unique content assets during March through May climbed by 40 percent compared to earlier in 2020, with the average number of sessions per visitor up some 43 percent. ANA

Google Shares Exclusive Data On How B2B Buyers Changed, Adapted During COVID-19
64 percent of B2B buyers have increased their use of online video during the pandemic, with overall online marketing use rising by 88 percent including 45 percent who started using digital for the first time during the global health crisis, according to newly-released report data. MediaPost

Instagram Adds ‘Suggested Reels’ Display in Main Feed, Launches Monthly Reels Trend Insights
Instagram has expanded the visibility of its short-form vertical video feature Reels on the platform, bringing a prominent new suggested Reels section and the ability to recommend Reels clips for inclusion as featured content, the Facebook-owned social media firm recently announced. Social Media Today

Building YouTube Shorts, a new way to watch & create on YouTube
YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function — presently only for users in India with a global rollout planned — joining Instagram’s recent test of its similar Instagram Reels mobile-friendly capability. YouTube

Twitter’s Testing Audio Clips in DMs with Users in Brazil
Twitter has begun testing the ability to record up to 140 seconds of audio for inclusion in direct messages sent through the social platform, expanding on similar functionality recently added to public tweets, Twitter recently announced. Social Media Today

Podcasts outperform traditional media, digital display on brand awareness, study says
Podcasts have driven B2B brands to 77 percent greater levels of brand awareness, according to recently-released survey data, a rate as much as 30 times higher than brand awareness lift rates achieved by other media channels. Mobile Marketer

2020 September 18 Statistics Image

Facebook Announces New Limits on How Many Ads Pages Can Run Concurrently
Facebook has given notice that advertisers will face new limitations on the number of allowable simultaneous page ads, and that four new tiers of advertiser categories will be implemented in February 2021, the social media giant recently announced. Social Media Today

Emojis in Email Subject Lines: Do They Affect Open Rates? [DATA]
Recently-released survey data from nearly four million emails shows where emojis tend to work and not work, including a look at the diminutive visual embelishments’ sometimes-sizable impact on click-through-rates (CTRs) and other metrics. Search Engine Journal

Forrester: How to differentiate your brand with ethical marketing
Forrester has taken a look at the importance of transparent pricing, social responsible, fairness, and honesty and their significance when it comes to differentiating brands, and CMO examines recent findings of interest to digital marketers. CMO

How B2B companies are adapting customer engagement strategies during Covid
46 percent of B2B executives say marketing spending is being scrutinized more closely for its direct sales impact during the pandemic, while 50 percent say its important for their firms to redefine their mission, purpose, and offerings — two of numerous findings of interest to digital marketers in newly-released survey data. Edelman

ON THE LIGHTER SIDE:

2020 September 18 Marketoonist Comic

A lighthearted look at the “sales impact of advertising” by Marketoonist Tom Fishburne — Marketoonist

Amiga Fast File System makes minor comeback in new Linux kernel — The Register

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden / TopRank Marketing — CMWorld 2020: Break the Rules and Market Bravely in 2020 — Content Marketing Institute (client)
  • Lee Odden — CCO: Lee Odden – Use Influencers Effectively [VIDEO] — Content Marketing Institute
  • Lee Odden — The Juice Newsletter — Joseph Jaffe
  • TopRank Marketing — El 91% de los responsables de Marketing buscan influencers con audiencias relevantes para sus marcas [In Spanish.] — Puro Marketing

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

Thanks for joining us for the weekly B2B marketing industry news, and we hope that you will return again next Friday and tune in for another look at the 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.

B2B Marketing News: 3 B2B Pandemic Marketing Studies, YouTube Launches Shorts, Twitter Tests Audio & New Emoji Performance Report Data

2020 September 18 Edelman Chart

2020 September 18 Edelman Chart

Now Is the Time for B2B Content
During the pandemic, video and webinar content has seen the largest increase in views according to recently-released survey data, while views of unique content assets during March through May climbed by 40 percent compared to earlier in 2020, with the average number of sessions per visitor up some 43 percent. ANA

Google Shares Exclusive Data On How B2B Buyers Changed, Adapted During COVID-19
64 percent of B2B buyers have increased their use of online video during the pandemic, with overall online marketing use rising by 88 percent including 45 percent who started using digital for the first time during the global health crisis, according to newly-released report data. MediaPost

Instagram Adds ‘Suggested Reels’ Display in Main Feed, Launches Monthly Reels Trend Insights
Instagram has expanded the visibility of its short-form vertical video feature Reels on the platform, bringing a prominent new suggested Reels section and the ability to recommend Reels clips for inclusion as featured content, the Facebook-owned social media firm recently announced. Social Media Today

Building YouTube Shorts, a new way to watch & create on YouTube
YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function — presently only for users in India with a global rollout planned — joining Instagram’s recent test of its similar Instagram Reels mobile-friendly capability. YouTube

Twitter’s Testing Audio Clips in DMs with Users in Brazil
Twitter has begun testing the ability to record up to 140 seconds of audio for inclusion in direct messages sent through the social platform, expanding on similar functionality recently added to public tweets, Twitter recently announced. Social Media Today

Podcasts outperform traditional media, digital display on brand awareness, study says
Podcasts have driven B2B brands to 77 percent greater levels of brand awareness, according to recently-released survey data, a rate as much as 30 times higher than brand awareness lift rates achieved by other media channels. Mobile Marketer

2020 September 18 Statistics Image

Facebook Announces New Limits on How Many Ads Pages Can Run Concurrently
Facebook has given notice that advertisers will face new limitations on the number of allowable simultaneous page ads, and that four new tiers of advertiser categories will be implemented in February 2021, the social media giant recently announced. Social Media Today

Emojis in Email Subject Lines: Do They Affect Open Rates? [DATA]
Recently-released survey data from nearly four million emails shows where emojis tend to work and not work, including a look at the diminutive visual embelishments’ sometimes-sizable impact on click-through-rates (CTRs) and other metrics. Search Engine Journal

Forrester: How to differentiate your brand with ethical marketing
Forrester has taken a look at the importance of transparent pricing, social responsible, fairness, and honesty and their significance when it comes to differentiating brands, and CMO examines recent findings of interest to digital marketers. CMO

How B2B companies are adapting customer engagement strategies during Covid
46 percent of B2B executives say marketing spending is being scrutinized more closely for its direct sales impact during the pandemic, while 50 percent say its important for their firms to redefine their mission, purpose, and offerings — two of numerous findings of interest to digital marketers in newly-released survey data. Edelman

ON THE LIGHTER SIDE:

2020 September 18 Marketoonist Comic

A lighthearted look at the “sales impact of advertising” by Marketoonist Tom Fishburne — Marketoonist

Amiga Fast File System makes minor comeback in new Linux kernel — The Register

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden / TopRank Marketing — CMWorld 2020: Break the Rules and Market Bravely in 2020 — Content Marketing Institute (client)
  • Lee Odden — CCO: Lee Odden – Use Influencers Effectively [VIDEO] — Content Marketing Institute
  • Lee Odden — The Juice Newsletter — Joseph Jaffe
  • TopRank Marketing — El 91% de los responsables de Marketing buscan influencers con audiencias relevantes para sus marcas [In Spanish.] — Puro Marketing

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

Thanks for joining us for the weekly B2B marketing industry news, and we hope that you will return again next Friday and tune in for another look at the 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: 3 B2B Pandemic Marketing Studies, YouTube Launches Shorts, Twitter Tests Audio & New Emoji Performance Report Data appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing News: Digital Ad Spend Grows, LinkedIn’s New Lead Gen & Ad Tools, What Drives Customer Loyalty, & The Success Of Mobile Streaming

2020 September 11 IAB Chart

75% of people unlikely to use branded hashtags, survey finds
A quarter of consumers have engaged with customer reviews over the past 30 days, while 26 percent said they are likely to review a business on a third-party website — two of several finding of interest to digital marketers in recent survey data examining the performance of user-generated content (UGC) for brands. Mobile Marketer

Merkle: How Much Loyalty Customers Have Depends On Several Factors
When it comes to driving brand loyalty, 35 percent of millennials and Gen Z desire badges and 27 percent want leaderboards — as the demographic values competition and achievement, while older consumers prefer writing online reviews, taking surveys, or attending events — two of the findings of interest to digital marketers in newly-released report data. MediaPost

LinkedIn Publishes New Guide on How to Use its Ad Tools for Brand Building and Lead Generation
To help balance lead generation with brand building efforts, LinkedIn (client) has released a new guide for marketers, including updated information on the professional social media platform’s audience reach and ad tools, the Microsoft-owned firm recently announced. Social Media Today

Snapchat had a big August amid TikTok uncertainty
Snapchat saw 28.5 million app installations during August, its highest number in more than a year, up some 29 percent year-over-year, according to recently-released app store intelligence estimates. TechCrunch

CMO Job Changes Up 15% Despite COVID-19
The technology sector has led the way with the most marketing job moves, recently-released study research shows, with a 15 percent jump in the number of top level marketing moves in 2020 through June. Forbes

Consumers Have Adopted New Habits Since the Pandemic, but Don’t Think They’re All Here to Stay
21 percent of consumers have been shopping online more during the pandemic and say that they plan to continue doing so in post-pandemic times, as are eight percent who say they have been taking part in more group video chats, according to recently-released survey data examining which consumer changes are most likely to become permanent. MarketingCharts

2020 September 11 Statistics Image

Exclusive: U.S. media spending drops 19.1 percent in first half of 2020
Between January and June U.S. media spending fell by some 19 percent compared to the same period in 2019, with the tightening of purse-strings having the least impact on digital advertising, according to recently-published report data. AdAge

Audio Streaming on Smartphones Grows in Popularity
Streaming audio usage via smartphones was up some 28 percent during the first quarter of 2020, while audio streaming on tablets increased by a more modest four percent, according to recently-released survey data of U.S. adults, also showing that smartphone audio streaming opportunities for marketers have expanded. MarketingCharts

Microsoft Advertising expands LinkedIn Profile, dynamic remarketing, in-market audience targeting
Microsoft’s Bing advertising tools have added an array of new features for B2B marketers allowing the use of more advanced LinkedIn profile targeting, expanding the scope of audience targeting as well as the geographic availability of a previous test, the company recently announced. Search Engine Land

Traditional media suffer as digital ad spend grows in 2020 forecast shows
Paid search and social advertising are bright spots for media spending, as digital spending is expected to increase by six percent in 2020 while total ad spend will fall by eight percent, according to recently-released Interactive Advertising Bureau (IAB) forecast data. Search Engine Land

ON THE LIGHTER SIDE:

2020 September 11 Marketoonist Comic

A lighthearted look at “the productivity trap” by Marketoonist Tom Fishburne — Marketoonist

Employees Returning to Work for First Time in Months Discover Office Overrun by Weeds — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Alcatel-Lucent Enterprise (ALE) / TopRank Marketing — 2020 Finalists and Winners – Content Marketing Awards — Content Marketing Awards
  • Lee Odden — What’s Trending: Make the List — LinkedIn (client)
  • Lee Odden — Humor In Content Marketing: It’s NOT About Being Funny — Mark Armstrong
  • TopRank Marketing — Judging a blog by its cover — COM 311 Blogs

Do you have your own top marketing stories from the past week of news? Please let us know in the comments below.

Thank you for joining us for the weekly B2B marketing industry news, and we hope you’ll return again next Friday and tune in for another look at the 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.

B2B Marketing News: Digital Ad Spend Grows, LinkedIn’s New Lead Gen & Ad Tools, What Drives Customer Loyalty, & The Success Of Mobile Streaming

2020 September 11 IAB Chart

2020 September 11 IAB Chart

75% of people unlikely to use branded hashtags, survey finds
A quarter of consumers have engaged with customer reviews over the past 30 days, while 26 percent said they are likely to review a business on a third-party website — two of several finding of interest to digital marketers in recent survey data examining the performance of user-generated content (UGC) for brands. Mobile Marketer

Merkle: How Much Loyalty Customers Have Depends On Several Factors
When it comes to driving brand loyalty, 35 percent of millennials and Gen Z desire badges and 27 percent want leaderboards — as the demographic values competition and achievement, while older consumers prefer writing online reviews, taking surveys, or attending events — two of the findings of interest to digital marketers in newly-released report data. MediaPost

LinkedIn Publishes New Guide on How to Use its Ad Tools for Brand Building and Lead Generation
To help balance lead generation with brand building efforts, LinkedIn (client) has released a new guide for marketers, including updated information on the professional social media platform’s audience reach and ad tools, the Microsoft-owned firm recently announced. Social Media Today

Snapchat had a big August amid TikTok uncertainty
Snapchat saw 28.5 million app installations during August, its highest number in more than a year, up some 29 percent year-over-year, according to recently-released app store intelligence estimates. TechCrunch

CMO Job Changes Up 15% Despite COVID-19
The technology sector has led the way with the most marketing job moves, recently-released study research shows, with a 15 percent jump in the number of top level marketing moves in 2020 through June. Forbes

Consumers Have Adopted New Habits Since the Pandemic, but Don’t Think They’re All Here to Stay
21 percent of consumers have been shopping online more during the pandemic and say that they plan to continue doing so in post-pandemic times, as are eight percent who say they have been taking part in more group video chats, according to recently-released survey data examining which consumer changes are most likely to become permanent. MarketingCharts

2020 September 11 Statistics Image

Exclusive: U.S. media spending drops 19.1 percent in first half of 2020
Between January and June U.S. media spending fell by some 19 percent compared to the same period in 2019, with the tightening of purse-strings having the least impact on digital advertising, according to recently-published report data. AdAge

Audio Streaming on Smartphones Grows in Popularity
Streaming audio usage via smartphones was up some 28 percent during the first quarter of 2020, while audio streaming on tablets increased by a more modest four percent, according to recently-released survey data of U.S. adults, also showing that smartphone audio streaming opportunities for marketers have expanded. MarketingCharts

Microsoft Advertising expands LinkedIn Profile, dynamic remarketing, in-market audience targeting
Microsoft’s Bing advertising tools have added an array of new features for B2B marketers allowing the use of more advanced LinkedIn profile targeting, expanding the scope of audience targeting as well as the geographic availability of a previous test, the company recently announced. Search Engine Land

Traditional media suffer as digital ad spend grows in 2020 forecast shows
Paid search and social advertising are bright spots for media spending, as digital spending is expected to increase by six percent in 2020 while total ad spend will fall by eight percent, according to recently-released Interactive Advertising Bureau (IAB) forecast data. Search Engine Land

ON THE LIGHTER SIDE:

2020 September 11 Marketoonist Comic

A lighthearted look at “the productivity trap” by Marketoonist Tom Fishburne — Marketoonist

Employees Returning to Work for First Time in Months Discover Office Overrun by Weeds — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Alcatel-Lucent Enterprise (ALE) / TopRank Marketing — 2020 Finalists and Winners – Content Marketing Awards — Content Marketing Awards
  • Lee Odden — What’s Trending: Make the List — LinkedIn (client)
  • Lee Odden — Humor In Content Marketing: It’s NOT About Being Funny — Mark Armstrong
  • TopRank Marketing — Judging a blog by its cover — COM 311 Blogs

Do you have your own top marketing stories from the past week of news? Please let us know in the comments below.

Thank you for joining us for the weekly B2B marketing industry news, and we hope you’ll return again next Friday and tune in for another look at the 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: Digital Ad Spend Grows, LinkedIn’s New Lead Gen & Ad Tools, What Drives Customer Loyalty, & The Success Of Mobile Streaming appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog