2021 Edelman Trust Barometer: Plague of mistrust follows COVID-19 After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Edelman What Are B2B Marketing Leaders Measuring: Five Key Takeaways from Forrester's SiriusDecisions 2020 Metrics Study Forrester’s study asked worldwide B2B leaders which metrics appear on their company’s top-level dashboards. Key insights include: Leadership attention is precious, High-growth companies focus more on the customer lifecycle and others. Forbes New Study from SEMRush Shares Top Goals for Content Marketers in 2021 79% more quality leads, 74% more website traffic, 57% improve brand reputation, 47% improve customer engagement and loyalty. eMarketer Twitter Is Helping To Build An Alternative To Twitter, Says CEO Jack Dorsey The move by Twitter on @bluesky is one of several in the works by blockchain developers in the wake of the takedowns by social media services and providers like Amazon. The surprise is that Twitter would contribute to a concept that may lead to its own demise. Deadline 88% of marketers say collecting first-party data is a 2021 priority, Merckle study says Forty-one percent of marketers say digital media activation will be the area most impacted due to the rise of privacy-related data restrictions, per Merkle's 2021 Customer Engagement Report that was emailed to Marketing Dive. In addition, web analytics (39%), digital media measurement (35%) and direct marketing activation (35%), among other areas, are expected to be impacted. MarketingDive Buyer Survey: Global Digital Spend To Rise 18% In 2021 Global digital advertising growth is expected to accelerate to about 18% year-over-year during 2021, up from about 10% growth in 2020 — and continue to show annual growth in the low double digits over the next five years, according to Cowen’s 9th Annual Ad Outlook report. MediaPost LinkedIn Launches 'LinkedIn Marketing Labs' to Provide Education on the Platform's Ad Tools LinkedIn has launched a new education platform to help marketers learn more about effective use of LinkedIn ads, and the tactics that they can employ to generate better results. Social Media Today Comscore To Intro Cookie-Less Targeting Solution Comscore announced that it will launch a cookie-free audience targeting solution sometime during the first quarter, called Predictive Audiences. MediaPost The Big Trends That Will Influence Creativity in 2021, According to Adobe Stock The creative trends slated to dominate 2021 include compassionate, psychedelic, gradient and electronic audio content, according to Adobe Stock, the software company’s stock image platform. The 2021 Visual & Creative Trends Report is an annual forecast compiled by Adobe Stock’s creative team informed by consumer behavior from the previous year. AdWeek Father of the Web Tim Berners-Lee prepares 'do-over'. Sir Tim Berners-Lee, the British computer scientist who was knighted for inventing the internet navigation system known as the World Wide Web, wants to re-make cyberspace once again with a new startup called Inrupt, which aims to combat walled gardens with personal data pods, easier authentication, and greater user control. Reuters The State of Mobile 2021 2020 saw an acceleration of mobile usage habits by 2 to 3 years — strengthening mobile’s role as the most crucial instrument for engaging customers. This new report features in-depth analyses from 11 industries and 30 markets in an interactive format allowing for deeper dives into the rich data and insights. App Annie Marketers’ Top Digital Transformation Priority? The Customer Experience If COVID-19 has spurred anything along in a positive way it’s been digital transformation according to The Marketer’s Toolkit 2021 from WARC. The new report found that 93% of the more than 1,000 global marketing executives surveyed agreed that the pace of digital transformation has been hastened by COVID-19. MarketingCharts Twitter Shares Planning Guide for Your 2021 Tweet Strategy. The team at Twitter has compiled some of their best Twitter tips and tools into a new 108-page guide, the 2021 Twitter Planner, to help marketers get ready for 2021. Twitter Business What Video Marketers Should Know in 2021, According to Wyzowl Research Video remains a key priority for marketers with usage and spend both, overall, increasing slightly throughout 2020, and plans to increase again in the next 12 months. HubSpot YouTube Analytics Adds ‘First 24 Hours’ Metric. First day performance data joins the new ability to compare metrics between two videos in YouTube update. Search Engine Journal ON THE LIGHTER SIDE: Culture of New Ideas by Marketoonist Tom Fishburne — Marketoonist TOPRANK MARKETING & CLIENTS IN THE NEWS: TopRank Marketing — Digital And Real World Influence Is About Community — Brian Solis Lee Odden of TopRank Marketing — What Does 2021 Hold For B2B Influencer Marketing? — Demand Gen Report Lee Odden of TopRank Marketing — Influencer marketing in professional services — RedStarKim Lee Odden of TopRank Marketing — Influencer Marketing in 2021: An essential ingredient in your communication mix — Cognito Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for this edition of the TopRank Marketing B2B marketing news, and we hope that you'll return again next Friday for more of 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: Trust in 2021, Top Content Marketing Goals, Twitter Alternative, Cookieless Targeting appeared first on B2B Marketing Blog - TopRank®.
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LinkedIn Shares New Usage Insights for Your 2021 Planning [Infographic] Microsoft-owned LinkedIn (client) has released updated usage statistics showing that the professional social network's LinkedIn Live video streams have increased by 89 percent since March, along with strong levels of member engagement — two of numerous statistics of interest to digital marketers. Social Media Today Google Question Hub Is Open & It's A Great Way To Find Content Ideas Google has rolled out a new service showing unanswered search question data, offering U.S users access to its Question Hub for the first time — a feature previously only available in three non-U.S. nations. Search Engine Roundtable Why B2B marketers need to bet big on ‘The Big Long’ Brand investment is key for providing business value according to data from the 2030 Marketing Trends report from Linkedin’s The B2B Institute, and Marketing Week explores five of the key benefits that come from building a B2B brand. Marketing Week The Top 20 Content Marketing Hashtags, Topics, and Searches 71 percent of content marketers use a digital marketing hashtag alongside their content marketing tag, while strategy, SEO, and social media are the top three topics discussed with content marketing, according to newly-released study data from SEMrush examining more than 600,000 tweets and Google searches, the firm announced. MarketingProfs Most Covered Terms Of 2020: 'COVID-19,' 'Digital,' 'Personalization,' 'Meaningful' COVID-19, "meaningful" and "personalization" led the way when it came to the most covered search terms during 2020 at MediaPost, in its annual look at the most-referenced terms of the year. MediaPost Bing Webmaster Tools adds crawl requests, crawl errors & indexed pages to performance report Microsoft's Bing has added new functionality to its Bing Webmaster Tools utilities, with additional metrics that can aid marketers in spotting potential trouble-spots, the firm recently announced. Search Engine Land Emerging New Brand Role: Enabler Of Personal Innovation Brands increasingly see success when they create conditions that foster personal innovation, according to recently-released annual trend report data showing a variety of new forms of interaction and brand-shaping. MediaPost Amazon acquires podcast network Wondery Amazon has acquired the podcasting network Wondery, the firm recently announced, noting that the newly-acquired podcast network will be added to Amazon Music, offering new opportunities for digital marketers seeking to promote podcast content. TechCrunch Apple Granted Patent Supporting Further Development Of Search Technology Apple has received a patent that will allow it to delve further into search engine functionality, with domain-based influencer scoring among the firm's search technologies that were granted a patent, Apple recently announced. MediaPost Fortella Releases “State of B2B Marketing: 2021” Report, Examines the Traits of Top-Performing Marketing Departments 64 percent of B2B marketers find budgeting resources to be a top challenge, followed by tracking, quality data, and finding the right talent, according to recently-released survey data exploring top challenge strategies and tactics employed by marketing executives at leading B2B companies. MarTech Series ON THE LIGHTER SIDE: A lighthearted look at “we’re going agile” by Marketoonist Tom Fishburne — Marketoonist Adweek’s Most Popular Online Stories of 2020 — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: SAP — Global CMO of SAP Discusses Intersectionality in The Business of Marketing — Adweek Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thanks for joining us for another edition of our B2B marketing news, and we hope that you will return again next Friday for more of 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’s 2021 Planning Report, Traits of Top B2B Performers Study, Google’s Question Hub, & Apple’s Search Aspirations appeared first on B2B Marketing Blog - TopRank®.
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Social networks will experience a pandemic-driven boost in 2020—but not equally Greater than predicted numbers of users have flocked to social media this pandemic year, according to recently-released survey data of interest to digital marketers, with 150 million more global users for 2020 than previously estimated. eMarketer Snapchat Shares New insights into Consumer Behavior and Trends Mobile eCommerce, augmented reality (AR) campaigns and an uptick in video are among the key shifts in consumer trends and behavior, according to a newly-released user insight report from Snapchat. Social Media Today Twitter expands API features for developers tracking the public conversation Better integration of Twitter’s new tweet reply privacy control features are among an array of new API inter-connectivity changes, the social media platform recently announced. TechCrunch Google Ads Estimated List Size Now In Audience Manager Handy list size estimates have been added to Google Ads’ Audience Manager for audience lists of 20K or more, along with other new features, the search giant recently announced. SEO Roundtable How to Keep Your Team Motivated, Remotely The Harvard Business Review takes a look at the changing roles of experimenting, adapting, and growing remote team productivity and motivation that have arisen during the pandemic. Harvard Business Review Google Short Videos Carousel Displays TikTok & Instagram Videos Google has expanded a test that previously only included YouTube videos within Google mobile search results, now also including videos from both Instagram and TikTok, Google recently revealed. SEO Roundtable SAP-owned Qualtrics files for U.S. IPO Online survey specialist software firm Qualtrics has filed for an initial public offering (IPO) in the U.S., for up to $100 million, the SAP-owned company recently announced. Reuters Creative Tech Platform Runway Raises $8.5 Million to Make AI Tools More Accessible With a new funding round of $8.5 million, creative technology platform Runway — which hosts an app-store-like variety of creative tech — takes aim at a transition into a full-fledged serious creative tool firm. Adweek Vimeo is becoming a standalone company after booming during the pandemic IAC/InterActiveCorp plans to spin off its popular Vimeo video streaming service during the second quarter of 2021, after seeing particularly successful user growth during the global health crisis. The Verge B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs 79 percent of mostly B2B marketers said that video was an important form of video for their organization, an increase from the 71 percent recorded in 2019, according to recently-released survey data of interest to online marketers. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “marketing resolutions” by Marketoonist Tom Fishburne — Marketoonist The Secret History of the First Microprocessor, the F-14, and Me — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — Total Annarchy Newsletter 76: Brand Storytelling Template; My 2 Proven Ways to Increase Open, Click Rates — Total Annarchy Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for this special New Year's Day edition of our B2B marketing news, and we hope that you'll return again next Friday for more of 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 Video ROI Climbs, Google Updates Audience Manager, Rising Social Network Usage Forecast, & Qualtrics Files For IPO appeared first on B2B Marketing Blog - TopRank®.
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Some B2B Brands Are Going All-in On Digital Advertising B2B digital advertising spending has largely skirted the sizable losses seen in traditional ad spend, and certain B2B brands have started shifted more budget dollars to digital media, according to recently-released eMarketer study data of interest to B2B marketers. ANA The Road To Chatbots, Virtual Assistants For B2B Marketers, Per Forrester The B2B buyer journey has changed almost entirely into all-digital experiences, and B2B marketers who rush the process by using traditional chatbots or virtual assistants risk losing customers, according to newly-released Forrester survey data. MediaPost Facebook Expands Brand Collabs Manager to Include Facebook Groups, Adds New Group Post Options Facebook has augmented its Brand Collabs Manager tool, with the inclusion of several new partnership location features aimed at helping influencer marketing and brand partnerships through the use of sponsored Facebook group posts, the social media giant recently announced. Social Media Today Netline Debuts B2B Intent Data Service Buyer engagement platform Netline has launched a new B2B data service, with tools aimed at using B2B content-consumption and buyer prospect intent data to drive sales, and MediaPost takes a look. MediaPost Twitter Acquires Multi-Participant Streaming App Squad, Which Enables Screen-Sharing Within Chats Twitter has acquired screen-sharing chat app Squad, a move that could provide new streaming outreach options for marketers and brands if Squad’s functionality is eventually incorporated into Twitter, the firm recently announced. Social Media Today ANA Pivots On Marketing 'Word of the Year' The Association of National Advertisers (ANA) has chosen "pivot" as its marketing word for this pandemic year, edging out "virtual," "agility" and "resiliency," the trade organization recently announced. MediaPost Bing Webmaster Tools adds Microsoft Clarity integration Microsoft's Bing has enhanced its Webmaster Tools feature set with a new update that has made it easier to access Microsoft’s Clarity web analytics tool and its features, and has made it more straightforward to add the functionality to websites, Bing recently announced. Search Engine Land LinkedIn Starts Testing Ads in ‘Stories’ Microsoft-owned LinkedIn (client) has begun testing advertising options for marketers using its recently-launched LinkedIn Stories format content, and has also brought wider availability to its full-screen mobile ads, among other new options, the firm recently announced. Wall Street Journal Google Web Stories ads now available via Display Network Previously only available to marketers through Google Ad Manager, Google has made Web Story Ads accessible through its Ad Manager and AdSense services, offering programmatic selling through its display network, the search giant recently announced. Search Engine Land B2B Marketers Pick Up New Skills During the Pandemic Collaboration tools, virtual presentation skills, remote motivation and coaching, and increased social media knowledge are among the top new skills B2B marketers have added during the pandemic, according to recently-released survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “creating personas” by Marketoonist Tom Fishburne — Marketoonist The 25 Best Ads of 2020 — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — MarketingProfs' Top 10 B2B Marketing Trends and Predictions for 2021 — MarketingProfs Lee Odden — The final flourish that makes things magical: dessert courses and marketing recipes for your holiday season — ActiveCampaign SAP / TopRank Marketing (client) — #CXUnplugged Talks: The Age of Influence in Marketing [Video.] — SAP Customer Experience Lee Odden — Playing Favorites by Jay Acunzo — Jay Acunzo Have you found your own top B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for another weekly edition of our B2B marketing news, and we hope that you'll return again next Friday for more of 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: Top B2B Marketing Pandemic Skills, Marketing Word of The Year, Bing Adds Analytics Features, & LinkedIn’s New Stories Ads appeared first on B2B Marketing Blog - TopRank®.
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One-Third of B2B Tech Marketers Say They’ll Meet Their Original KPIs This Year 42 percent of B2B technology executives say they’ll meet their revised 2020 key performance indicators, while 16 just say they won’t meet KPIs — two of several items of interest to digital marketers in recently-released survey data. MarketingCharts Year-End Global/U.S. Ad Forecasts Improve Markedly Three recently-released global advertising spending forecasts predict a much stronger outlook for 2021 than in 2020, with improvements in the global market especially better — up an average of 7.8 percent in the studies compared to 4.5 percent for the U.S. MediaPost Guiding the new B2B buyer from attraction to advocacy It takes an average of 6.2 touch-points to go from a sales qualified lead to a closed sale, while 76 percent of B2B practitioners say customer expectations for digital experiences that are more personalized will reach all-time highs, according to newly-released Adobe and Forrester survey data. Adobe (client) Virtual Events Are A Part of “Core Strategy” For 1 in 3 Marketers Now Marketing professionals have increasingly made virtual events a vital part of their strategy, with marketers measuring webinar success primarily by lead quality, pipeline conversion, registrations, and audience interactions, according to recently-released survey data. MarketingCharts Majority of marketers want to continue WFH after pandemic, but concerns linger Most marketers have expressed the desire to keep working from home even after the global health crisis subsides, according to newly-released survey data of 28,000 Chartered Institute of Marketing (CIM) members. The Drum Google Discovery ads can now use your 4:5 social image assets The latest update from Google Ads now allows the 4:5 image aspect ratio format within Discovery ad campaigns, along with an array of new audience selection workflow features, the search giant recently announced. Search Engine Land YouTube upgrades Premieres with trailers, themes and a live pre-show option Google-owned YouTube has augmented its video Premieres function with several new features including live-chat sidebar communication, video trailer previews, and a Live Redirect live pre-show streaming option, YouTube recently announced. TechCrunch Twitter's Testing a New Option Which Would Limit Tweet Replies to Followers Only Twitter has begun testing an option that would allow users of the social media platform to designate tweets which could only be replied to by followers, a change that would add an additional layer to brand-audience engagement options. Social Media Today Consumers Are Obsessed With Feel-Good Short-Form Content Right Now Brands that offer short-form content, especially when it consists of feel-good or otherwise positive content, are expected to see greater success in 2021, according to recently-released study data of interest to digital marketers. Adweek Brands Change Tactics, Increase Focus On Customer Marketing, Advocacy, Study Finds 83 percent of marketers see successful customer marketing utilizing success stories, 79 percent testimonials, and 72 percent use advocate marketing, while the top metric for measuring customer marketing effectiveness is customer engagement — several of many findings of interest to digital marketers in recently-released survey data. MediaPost ON THE LIGHTER SIDE: A lighthearted look at “consumer privacy comeback” by Marketoonist Tom Fishburne — Marketoonist Why Pantone Believes Gray and Yellow Will Be 2021’s Colors of the Year — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden / TopRank Marketing — How B2B Influence Adds Value to Business Customers — Brian Solis Lane R. Ellis — 100+ Content Marketing Predictions for 2021 — Content Marketing Institute Lee Odden — The B2B Forum 2020 Edition of Marketing Smarts [Podcast] — MarketingProfs Ty Heath / LinkedIn (client) — Get to Know the New B2B Decision-Makers: LinkedIn's Ty Heath Shares New Research on Marketing Smarts [Podcast] — MarketingProfs Lane R. Ellis — Top 10 Digital Marketing Articles of this Week: 4th December 2020 — PageTraffic Have you found your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below. Thanks for taking the time to join us for another weekly edition of our B2B marketing news, and we hope that you will come back again next Friday for more of 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 Tech Marketers Hit Pre-Pandemic KPIs, Global Ad Forecasts Improve, B2B Buyer Advocacy Study, & Google’s New Ad Formats appeared first on B2B Marketing Blog - TopRank®.
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As Digiday's new managing editor, Sara Jerde will be instrumental in terms of day-to-day editing as well as helping set and guide editorial ambition and vision. The post Digiday welcomes Sara Jerde as managing editor appeared first on Digiday.
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How Can You Improve Your B2B Virtual Event’s ROI? 47.6 percent of B2B professionals see post-virtual-event audience engagement as having the top return-on-investment (ROI) potential, followed by some 36 percent who said that making the virtual format more dynamic and interactive was a priority, according to recently-released survey data. MarketingCharts Adweek Survey Finds 40% of Brands Might Seek New Agencies in 2021 75 percent of marketers have been satisfied with how agencies have handled the global health crisis, while a third performed better than expected during the pandemic — two of several statistics of interest to digital marketers contained in newly-released Adweek Intelligence survey data. Adweek Prop 24 — the California Privacy Rights and Enforcement Act — passed by voters The California Privacy Rights and Enforcement Act (CPRA) was recently enacted, which will replace the state's California Consumer Privacy Act (CCPA), and which includes several new online consumer privacy protections marketers will need to align with or face potential violation penalties from a new California Privacy Protection Agency. DigiDay Google Short Videos Carousel In Search Results Google has conducted limited testing of a new type of carousel "short videos" section within mobile search results, which would expand on the search giant's existing video carousel search results and which could eventually offer marketers greater video cross-linking options. Search Engine Roundtable COVID-19's Impact on B2B Martech Budgets Some 44 percent of B2B marketers expect marketing technology spending levels to return to normal in 2021, while 19 percent have invested in communication technologies during the pandemic — two of several insights of interest to digital marketers in recently-released survey data. MarketingProfs Instagram Tests a New Way for Users to React to Stories Without Sending a DM Facebook-owned Instagram has conducted limited testing of a new option allowing users to react to Instagram Stories on the frame of a story, rather than by the existing method of sending a direct message to the publisher of the story content — a move that could lead to new audience interaction opportunities for marketers. Social Media Today Twitter launches carousel ads to drive web traffic, app installs Twitter has released a new advertising option that will allow marketers the ability to include up to six videos or images in a new carousel ad format, Twitter recently announced. The firm also released accompanying statistics showing that testing of the new format resulted in a 15 percent greater click-through-rate on average. Mobile Marketer Facebook Tests New Options to Add Motion Effects to Still Images in Feed Facebook has tested new visual effect options that add several video-like motion elements to static imagery, with the new image movement features differing from the social media giant's existing simulated 3D and animated image options. Social Media Today Research: Small Wins Can Make a Big Impact on Gender Equality The Harvard Business Review takes a look at some of the methods that can help in closing the perception gap, along with recently released health technology industry survey data examining how people can work towards being on the same gender equality page. Harvard Business Review The 2021 B2B Buying Disconnect [Report] 46 percent of B2B technology buyers have felt that there are too many social media ads, with 30 percent noting that they prefered targeted ads, according to recently-released B2B buyer survey data. The report also showed that the most trusted sources of information buyers use include product demonstrations, vendor product websites, and user reviews. TrustRadius ON THE LIGHTER SIDE: A lighthearted look at “lead nurturing isn’t a numbers game” by Marketoonist Tom Fishburne — Marketoonist Amid the Uncertainty, There’s Room for Levity in Ads — ANA TOPRANK MARKETING & CLIENTS IN THE NEWS: Lane R. Ellis / TopRank Marketing — Can You Create a Meaningful Experience in a Virtual Conference? — Timothy Hughes Have you found your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for our weekly B2B marketing news, and we hope that you will return again next Friday for another round-up of 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 Buying Disconnect Study, Google’s SERP Video Carousels, B2B Event ROI Data, & Instagram’s New Story Reactions appeared first on B2B Marketing Blog - TopRank®.
Both B2B Marketers and Buyers Increasingly Sold on Conversational Marketing B2B marketing professionals have found email, online live chat, social media, and chatbots have all seen increased usage in 2020, while phone and video call use has fallen by more than 10 percent, according to recently-released B2B buyer communication survey data of interest to digital marketers. MarketingCharts B2B Tech Firms Cut Marketing Budgets Due To Pandemic: Study Despite an overall drop in marketing spending due to the global health crisis, budgeting for digital and content marketing are the most likely to see increased spending, while some 60 percent of B2B technology firm executives say that their key performance indicators (KPIs) haven't undergone change. MediaPost Subject Matter Expertise A Growing Factor for B2B Buyers When Evaluating Vendors In 2020 over 32 percent of B2B and professional services buyers see subject matter expertise and industry knowledge as the top attribute when evaluating firms, a rate over 11 percent higher than 2018 figures, with client service flexibility the only other element that became more important during the past two years — two of several statistics of interest to online marketers in recently-released survey data. MarketingCharts 7 ways COVID-19 has changed B2B customer experience forever The pandemic has blurred the lines between B2B and B2C marketing, brought more intelligent automation to customer experience (CX), and made trust a more important factor, and Adobe has taken a look at how these changes will play out in 2021 and beyond. Adobe (client) Linked Rolls Out Company Engagement Report LinkedIn (client) has launched a Company Engagement Report offering new insights for B2B marketers, especially those using account based marketing (ABM), featuring a variety of organic and ad engagement metrics, the Microsoft-owned professional social platform recently announced. Adweek Facebook Once Again Experiments with Up and Down Votes for Comments to Optimize Engagement Facebook has begun limited testing of Reddit-like upvoting and downvoting options among certain Facebook Groups, with an eye towards boosting relevant content and engagement levels, recent observations of the social media giant have shown. Social Media Today Google's Working on a New Process Which Would Convert Static Website Assets into Video Content Google has launched URL2Video, a new prototype utility that incorporates some of Google’s AI systems to turn static website digital assets into video content, in a move that could lead to new digital marketing opportunities, the search giant recently announced. Social Media Today Social Media Trends 2021 Global Report Content remixing, memetic media, and nostalgia marketing are among the trends marketers are likely to see more of during 2021, according to recently-released global social media survey trend data from HubSpot and Talkwalker. Talkwalker Microsoft Clarity, the company’s tool for visualizing user experience, is out of beta Microsoft has widely released Clarity, a free service offering a variety of user engagement and other metrics using site JavaScript, previously available only in beta form, the firm recently announced. Marketing Land B2B Content Marketers Getting More Successful in Building Credibility B2B content marketers say they have found creating brand awareness, educating audiences, and building credibility and trust as the top three benefits of B2B content marketing over the past year, followed by lead generation and building loyalty with existing customers, according to recently-released survey data of interest to digital marketers. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “CX is more than a department” by Marketoonist Tom Fishburne — Marketoonist New Photo Filter Shows What You Would Look Like in Facial-Recognition Database — The Hard Times/a> TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — #TimTalk - The Business of B2B Influence with Lee Odden — Timothy Hughes Lane R. Ellis — 10 Tips for Prioritizing Tasks to Make the Most of Limited Small Business Resources — Small Business Trends Lee Odden — 40 Marketing Quotes to Provoke Thought and Inspire — Visitor Queue Have you found your own top B2B 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 our weekly B2B marketing news, and we hope that you'll return again next Friday for another examination of 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 Content Marketing Credibility Study, LinkedIn’s New Company Engagement Report, Global Social Trends & Microsoft’s Free UX Tool appeared first on B2B Marketing Blog - TopRank®.
Rani Mani, head of global employee advocacy at Adobe* delivered an impassioned presentation filled to the brim with B2B influencer marketing insights, with a special focus on how the best influencer relationships are in essence not that different from successful personal relationships. Rani explained how she’s come to have a love affair with influencer marketing, and shared the process she uses to help turn mere social media heavyweights into long-term and deeply-engaged Adobe advocates — a plan than can be implemented by any brand willing to put in the time, effort, and especially the passion that Rani and her team have. When it comes to the domain experts Adobe is leveraging for the good of the brand, there isn’t any magic involved — no algorithm or gimmicks to beat the system — instead simply leveraging the power of humanity within B2B marketing influencer relationships, just as we do in successful real life relationships, Rani explained. Now let's jump right in with the five top tips I took away from attending Rani's insightful MarketingProfs B2B Forum #MPB2B 2020 session, "Influencer Love Affair: Dating With an Eye Towards Long-Term Commitment, Not One-Night Stands." 1 — Building Sustainable B2B Influencer Relationships Rani examined how building sustainable influencer relationships involves a journey through the funnel, from being generally unaware about your brand to obtaining a certain level of awareness, and then moving on to genuine interest, ultimately followed by engagement, connection, and becoming powerful and loyal brand advocates. Rani suggested working with influencers towards a goal of making the conversion from being unaware to passionate advocates for the brand, at which point they can become active and important parts of a brand’s strategy. Many of the best practices that Rani shared are equally adept in the oftentimes different worlds of B2B and B2C, she noted, sharing an "Influencer Mantra" theme she has used for Adobe. The mantra focuses on how building new B2B influencer relationships can benefit from some of the similarities with dating, with an eye toward long-term commitment and engagement, while also recognizing that not all influencers want to be involved in long-term commitments. 2 — Starting Out With Long-Term Influencer Programs How do successful long-term influencer relationships begin? Many times they start with saying “thank you,” Rani suggested, coming in the form of a physical hand-written card sent through the mail system, or via e-mail or a public social media post. Whatever form these thank you messages take, influencers should be addressed by name, and thanked individually for what they've done for you or your brand. Holidays provide additional opportunities to thank influencers with gifts, which Adobe uses to help show just how special their influencers are, Rani noted. When posted publicly on social media, expressions of influencer thanks and appreciation can be powerful messages that other brands will often see. Thanking your existing or potential B2B influencers can also come in the form of a LinkedIn* endorsement, and can even involve referring them for additional influencer work at partner brands. 3 — Investing Time Upfront Pays Off With Lasting Influencer Relationships A big part of any lasting relationship is when we each learn about one another, and Rani explained how it’s no different in B2B influencer marketing, where savvy brands will genuinely want to find out what makes the heart of a particular influencer sing? It’s important to put in the time to develop strong and enduring influencer relationships, Rani noted. As in any relationship, learning who an influencer really is requires time, and speed-dating just doesn't work, as strong relationships don't happen overnight. Learn about influencers by asking thoughtful questions to learn their passions and topics of interest, and this can be accomplished adeptly by asking open-ended questions such as “Where do you want to go, and what do you want to do?” Rani suggested. Then comes the time to perform the match-making part of the influencer marketing equation, by putting the knowledge you’ve gained about an influencer to use in connecting with the most relevant campaigns, brands, brand partners, or with other similar influencers. Rani also urged a share-the-mic approach when it comes to leveraging brand equity to build, grow, and help influencers. 4 — Meaningful Connections Are Still Vital & Possible Virtually While face-to-face meetings may be on hold, their power shouldn’t be underestimated according to Rani, who shared several ways we can still connect virtually with influencers, including at Adobe’s upcoming Adobe MAX 2020 conference. At this and other events Adobe works to create very special experiences for their influencers, including: Exclusive influencer summits Event pre-briefings Sneak-peeks into embargoed programs Special forums asking for feedback These help us learn what an influencer’s community of social media followers and fans are saying, and to find out what an influencer would do in a particular situation — all valuable information. In-person events allow for a variety of fun things that can greatly enhance camaraderie, such as at an AdWeek event Rani mentioned during which Adobe hosted a cooking extravaganza for their influencers. All of these are designed to be fun and provide a low-key way to relax and connect on a very real human level, Rani shared, recalling the time Adobe’s influencers went to NASDAQ and each had time on NASDAQ TV to share their predictions. The influencers were happy to promote this on their own channels, and Adobe was able to as well, all combining to further build the brand fan base. Bringing influencers to a company’s headquarters for briefings, tours, meetings with corporate management and other on-site activities can also be a great way to strengthen influencer relationships, Rani shared. During the pandemic this can all be creatively done in our new virtual landscape, Rani suggested, stressing the importance of going out of your way to make these types of connections, even if it’s as simple as getting on the phone for an hour, a Zoom meeting or happy hour, or an online group chat. Rani brought up Adobe’s especially active influencer direct-message Twitter group, a special forum she has found to be quite heartwarming, with influencers acting as trusted advisors for one another. 5 — Good Judgement Tops Any Algorithm via GIPHY "Good judgement will always beat an algorithm," Rani said, while also noting that a smart influencer marketing program will need a certain amount of numerical and other data to help select the right cultural fit for an influencer, but that it’s even more powerful to understand that influencers are humans and not merely the sum of their various social media numbers. Rani urged B2B marketers to learn about influencers the way you would if you were checking on a potential soul-mate. How would you select someone for yourself, for a friend, or for your own family to date? In addition to audience number data, it’s important to look at the authority level of their audience, and to take the time and effort to filter this information from a personal and human level to understand the influencer’s cultural and overall makeup. Rani ended her insightful presentation with a famous Salvador Dali quote, “Have no fear of perfection — you'll never reach it,” and noted that while there will be disagreements with influencers, by having a long-term and mutually-respectful relationship, you’ll be able to honestly share such issues and work through them together. Finally, during the post-session question and answer period, Rani shared some of the key performance indicator (KPI) elements often used for measuring success, but suggested that these always varies from campaign to campaign, and can include KPIs such as social volume, retention, sales, or pure engagement. The ultimate KPI of an influencer having your back is both priceless and unquantifiable, however, Rani noted, offering examples of how Adobe’s influencers have been powerful allies when it comes to providing crisis management, as they are often the first to defend a brand. In today’s virtual environment, influencer connection requires a bit more ingenuity and effort but accomplishes the same things as during pre-pandemic times, Rani observed, noting that we should keep in mind that the key tactics haven't changed, and we shouldn’t use the current times as an excuse to not be human. Be sure to check out our additional #MPB2B 2020 coverage listed below, and don't miss our CEO Lee Odden's session “New Research: How to be Successful With Influencer Marketing” on Thursday, November 5th at 12:55 p.m. Eastern. 10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B 25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B *Adobe and LinkedIn are  TopRank Marketing clients. The post Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B appeared first on B2B Marketing Blog - TopRank®.
Three promotions announced for the senior team that will help set editorial north stars, guide execution and mentor new staff hires. The post Digiday announces new senior editors for media, marketing, news appeared first on Digiday.
Most B2B Demand Gen Pros Use Sophisticated Attribution Models Some 43 percent of B2B demand generation buyers say that they use advanced attribution models with multiple touchpoints, while 21 percent don't have a campaign attribution model at all, according to recently-released data surveying B2B technology marketing and demand generation decision-makers. Marketing Charts LinkedIn Adds New Event Features, Rolls Out Video Meeting Options via LinkedIn Messages LinkedIn has launched an array of new event-related features, along with rolling out private messaging access to video from Zoom and other virtual meeting providers, Microsoft-owned LinkedIn (client) recently announced. Social Media Today Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube A new effort from video intelligence firm Tubular Labs aims to deliver a more standardized video viewing metric across the Facebook and YouTube platforms, with support for Instagram forthcoming, the firm recently announced in a move of interest to digital marketers. AdExchanger US Justice Department Files Complaint Against Google Over Monopoly Tactics Google's search dominance has led the U.S. Justice Department to file a complaint seeking yet-to-be-announced remedies, the department recently announced. Google responded by calling the complaint filing "deeply flawed," the Alphabet-owned search giant announced. Social Media Today Instagram agrees curbs on paid influencers, says UK watchdog New technology to help spot undisclosed influencer social media posts will come to Instagram, Britain’s Competition and Markets Authority (CMA) recently announced, as Instagram parent Facebook has begun working with the governmental group on efforts to increase transparency, the social media firm has said. Reuters Google Search Announcements: BERT, Passages & Subtopic Indexing & More Google has rolled out several new search-related features and updates, including Google Lens improvements, greater use of key moment chapters, and the addition of associated subtopics within search, the firm recently announced. SEO Roundtable Facebook opens Messenger API to Instagram messaging for businesses Facebook has launched an updated Messenger API that will allow for new automated responses and other integration features that aim to ease business communication via Instagram, Facebook recently announced. VentureBeat Google Tests Ads In Google Maps Autocomplete Predictions Google has been spotted testing a potential new variety of advertising for its popular Google Maps product, which would allow advertisers to place ads that appear amidst autocomplete search prediction results as users type. SEO Roundtable Dropbox is the latest San Francisco tech company to make remote work permanent Dropbox has announced that it has made remote work a permanent part of the firm's future, a shift that when combined with similar moves by other technology firms, has led some workers to leave the Bay Area, driving certain rent rates down 20 percent since last year. CNBC More than 50% of humans in the world use social media — here’s what you need to know [Hootsuite Study] During the second quarter of 2020 global social media advertising spending was down 13 percent over the same period last year, however the figure represents an improvement over last quarter's drop of 19.2 percent globally — just one of numerous findings of interest to digital marketers contained in Hootsuite's recently-released Digital 2020 October Global Statshot Report. The Next Web ON THE LIGHTER SIDE: A lighthearted look at “generic advertising 'in these uncertain times'” by Marketoonist Tom Fishburne — Marketoonist Alexa Hilariously Disrupts Epic Moments in Droga5 London’s Ads About Voice Control — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — L’expertise en marketing: notre Top 20 de 2020 [In French] — ExoB2B TopRank Marketing — Permission to Interrupt (aka The Great Unfollowing of 2020) — Jason Falls TopRank Marketing / SAP — The No. 1 Factor in B2B Influencer Marketing with Ursula Ringham & Rachel Miller | Studio CMO — 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 joining us for the weekly B2B marketing news, and we hope you'll 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: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options appeared first on B2B Marketing Blog - TopRank®.
Key Insights: Pritchard said that while the July Facebook advertising boycottgot attention, there should be more focus on long-term solutions. The uneven playing field of the Upfronts must be rectified, and until it is, P&G is going to work directly with networks whenever it can. 2020 has been a year of reckoning and reevaluating priorities,...
Welcome to First Things First, Adweek's daily resource for marketers. We'll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. The DOJ Filed an Antitrust Case Against Google. Here's What...
In an exclusive email interview ahead of her IAB Brand Disruption and Adweek Women Trailblazers Summit appearances, Paris Hilton discusses going from reality TV star to creating Paris Hilton Entertainment, an integrated media and product organization with 19 products that have done over $4 billion in sales in the last decade. Adweek: How do you...
This week, we listen to--and answer--your questions. Executive editor Stephanie Paterik and audience engagement editor Jess Zafaris join us to find out: What's your quarantine hobby? How do you decide what to cover? What would be the agency you would create? How has advertising changed in the last five years? You can listen and subscribe...
Amid a rapidly changing ecosystem, media agencies play an increasingly critical role in helping brands deliver marketing to consumers with maximum impact. Modern media agencies need to get particularly creative to cut through an ever more cluttered media landscape, and the best media plans of the past year found ways to innovate--from deepfakery and utilizing...
Murmurs have circulated in recent weeks that several ad tech companies are preparing initial public offerings, contributing to the most robust IPO market in five years. Adweek spoke with several analysts in the space to gauge if the recent reports indicate a repeat of past investment crash-and-burn bubbles, or whether the industry is entering a...
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 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: 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®.
Stan Richards, who founded The Richards Group 44 years ago in Dallas, is leaving the agency amid a cloud of controversy and multiple key client departures. Glenn Dady, who joined The Richards Group in 1980, will assume full responsibility for all agency operations, according to an announcement sent to Adweek by The Richards Group this...
Delta Airlines lost more than $5.3 billion in Q3 as the Covid-19 health crisis continues to decimate the travel industry. Although the loss is dramatic, it's a shade better than last quarter, which saw the airline down $5.7 billion. In total, that's almost $11 billion since the pandemic first hit the U.S. in March, as...
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