US influencer spending to surpass $3 billion in 2021
An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer
Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
As many as 95 percent of businesses aren't presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week
B2B Marketers' Biggest Lead Gen Challenges
45 percent of B2B marketers find creating targeted and engaging content the most difficult challenge when it comes to lead generation, followed by difficulty gathering quality data at 43 percent, and managing and tracking leads at 38 percent, according to recently-released B2B marketing survey data of interest to digital marketers. MarketingProfs
Account-based marketing propelled forward by the pandemic
80 percent of B2B buyers plan to do more business online after the pandemic than they did during pre-covid times, while at the same time 77 percent say purchases have become more complex and challenging, with six to 10 people now comprising the median size of buying groups, newly-released survey data shows. MarTech
CMOs: Budgets, Resources Are Constrained, Digital Investments Most Popular
Digital commerce, marketing operations, brand strategy and marketing analytics are the top content marketing officer investments, according to Gartner’s latest CMO Spend Survey, which also showed that over 72 percent of total marketing budgets are now pure-play digital channels. MediaPost
Google Launches New Way to Optimize Videos For Search
Google has brought easier markup to video content hosted on brands' own sites with the latest Google SeektoAction change, making non-YouTube video segmentation and chapters possible, the search giant recently announced, expanding the previous beta test of the feature to a wider audience. Search Engine Journal
Ad Market Grows 35.2% In June, Marks Fourth Consecutive Month Of Expansion
Strong year-over-year growth has continued for the U.S. advertising economy, with June's 35.2 percent increase in ad spending representing the third month in a row of growth, according to newly-released advertising index data of interest to digital marketers. MediaPost
Instagram Stories Drafts are Now Available to All Users
Crafting more thoughtful and detailed content is likely to become easier with the return of Instagram's option to save Instagram Story drafts — a feature that had previously been removed, the Facebook-owned platform recently announced. Social Media Today
YouTube Begins Adding Chapters to Videos Automatically
Optional artificial intelligence (AI) generated video chapter splitting has come to certain eligible videos on Google’s YouTube platform, with the option being turned on by default, in an effort to provide a more helpful user experience, YouTube recently announced. Search Engine Journal
What Makes a Brand Best-in-Class on Social Media
Marketers and consumers hold differing viewpoints on the qualities that comprise best-in-class experiences on social media, with 48 percent of marketers noting that they saw audience engagement as the most important factor, while 47 percent of consumers said that they viewed strong customer service as the most important element, according to newly-released social media survey data. MarketingProfs
ON THE LIGHTER SIDE:
A lighthearted look at the “back to the office” by Marketoonist Tom Fishburne — Marketoonist
Italian Museums Are Using AI Cameras to Determine if People Like the Art — PetaPixel
TOPRANK MARKETING & CLIENTS IN THE NEWS:
TopRank Marketing — Influencer Marketing In A B2B World – Don’t Miss Out! — Crowd Media
TopRank Marketing — Why Website Accessibility Is Critical To The Digital Experience — Dan Gingiss
Lee Odden — Top 45 Twitter Accounts on Marketing You Should Follow — Signum.ai
Have you located your own key B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.
Thank you for taking the time to join us for this week's TopRank Marketing B2B marketing news, and we hope that you'll return again next Friday for more of the week's most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
The post B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns appeared first on B2B Marketing Blog - TopRank®.
In simple words, it's a kind of performance-based marketing that earns commission or profit for promoting the products and services of other businesses, it increases sales and website visitors by the marketing efforts taken by affiliates, also targets an equivalent audience through product recommendations.Affiliates could also be individuals or companies who market the products of the businesses for commission.Either you will offer an affiliate program to other companies or check-in to be a business affiliate.A successful affiliate marketing scheme involves 4 sorts of users: advertisers, publishers, merchants (seller, brand, vendor, retailer), and consumers.It is the way of driving traffic and results in the advertiser or merchant’s website via blog posts.Major Affiliate Marketing Trends in 2021Understanding the driving forces behind developing trends are often helpful.A study conducted in 2016 says a maximum number of marketers found influencer marketing to be useful and worthy.As big influencers are expensive counting on brands, some nano-influencers and the micro-influencers charge would be favourable for sponsored content.A Shift Away from Third-Party CookiesGoogle Chrome plans to dam all third-party tracking cookies by 2022.Not only that, but Apple is making tracking of optional supported user opt-in.While this alteration will certainly affect the way publishers and sellers approach affiliate marketing, it will mainly be a matter of accepting new ways of collecting and processing data.Companies Will Consider More in MobilesLet’s face it, most folks spend far more time on their phones.
The top influencer news of the week includes how influencers make money from affiliate links and TikTok's new influencer-marketing rules.
Read on to learn how to measure the effectiveness of the influencer marketing campaign.
Partipost currently has more than 600,000 influencers in its database and processed around 3,500 campaigns for these influencers in June this year.
How is successful B2B marketing like a master jeweler working with diamonds of the digital marketing variety?
Diamonds are forever, as the 1971 James Bond film and its title song made famous, and with the archival global power of the web, your B2B marketing efforts are also likely to endure — so why not strive to make them truly memorable?
Also like diamonds, B2B marketing is a multifaceted endeavor.
Let's explore five enduring tactics that can help you achieve B2B content marketing clarity and create your own digital marketing diamonds.
1 — Achieve Content Marketing Clarity
Bring diamond-like clarity to your B2B content marketing by identifying and focusing on the heart of your effort’s primary goal.
While it can be tempting to digress into periphery elements of the topic at hand, honing in on the purpose of your content and delivering a clear answer in providing it will make your marketing creations shine with diamond-like brilliance.
Part of providing content marketing clarity is knowing what your audience is hoping to learn from what you’ve got on tap, and this type of knowledge can come from a number of places.
One of the best sources for finding the root topics that your audience is seeking information about are the tools and services that show the questions people are asking online.
Some of the question research tools that B2B marketers can benefit from include:
Answer the Public
SEMrush’s Topic Research Competitive Research Tool
Google Search Console
BuzzSumo’s Question Analyzer
Other often-untapped resources for finding out what your audience is looking for include:
Asking Directly with Polls, Surveys, Focus Groups & Questionnaires
Tapping Into Search Intent From Voice Search & Chatbots
Online Form Queries, Server Log Files, & E-mail Questions
You can learn more about each of these tools and tactics in my “10 Smart Question Research Tools for B2B Marketers,” and also dig in to other relevant questions in the following helpful articles:
9 Questions to Ask When Hiring a B2B Influencer Marketing Agency
B2B Influencer Marketing Strategy: 5 Questions to Ask First
Project Management FAQ: Top Questions B2B Marketers Ask About Projects and Process
4 Questions to Drive More Productive Marketing Meetings
Clarity in B2B content marketing can help deliver a diamond rating to your efforts, so take the time to research and fully understand what you’re trying to achieve with any written, visual, or audio marketing efforts.
[bctt tweet="“Honing in on the purpose of your content and delivering a clear answer in providing it will make your marketing creations shine with diamond-like brilliance.” — Lane R. Ellis @lanerellis" username="toprank"]
2 — Get a Cut Above With a Marathon of Commitment
In today’s B2B marketing world it takes more than a little commitment to get a cut above when it comes to crafting the best digital diamonds of content.
B2B marketing’s lengthier sales cycles mean you’ll need dedication and commitment to achieve the type of long-term success that powers businesses outside of the B2C realm.
You don't necessarily need to be Batman or Robin to craft compelling and memorable B2B content, however you will need commitment.
B2B marketing is more akin to a marathon than a sprint, and I’ve explored the similarities between marathon running and marketing in “26.2 B2B Marathon Marketing Lessons,” along with the importance of proper pacing when you’re in it for the long marketing haul, in “5 Payoffs B2B Marketers Win From Precision Pacing.”
[bctt tweet="“B2B marketing’s lengthier sales cycles mean you’ll need dedication and commitment to achieve the type of long-term success that powers businesses outside of the B2C realm.” — Lane R. Ellis @lanerellis" username="toprank"]
3 — Finding Hidden Gems Can Sometimes Be Key
Not all that glitters is gold, yet what’s hidden out of sight just below the surface are often gems that can digitally bejewel your B2B marketing content, if you know where and when to look.
Although no handy treasure maps are on offer, B2B marketers can use a number of tactics to unearth the hidden gems that will set your content apart.
Doing your own research and investigation can often be the best way to go beyond what everybody else is doing, allowing you to go far beyond the same few tactics and techniques that are often repeated in perpetuity in all-too-similar how-to guides and lists.
Creating original B2B research that's both credible and impactful is the focus of our CEO Lee Odden's insightful "How to Optimize Original B2B Research Content For Credibility and Impact."
[bctt tweet="“Brands that co-create experiential content with relevant experts and influencers can build industry confidence, grow brand trust, create a more effective digital customer experience and drive business growth.” — Lee Odden @LeeOdden" username="toprank"]
4 — Making The Hardest Substance Into a Softer Journey
Diamonds are famously and unyieldingly inflexible, but that doesn’t mean that the marketing journey you offer your audience can’t be a pleasant one.
Some B2B industries may have notoriously friction-riddled obstacles, and smart marketers will turn these challenges into opportunities.
By helping audiences smoothly navigate around troublesome hot-spots, the best B2B content marketing offers the kind of smooth sailing that competitors can’t easily match.
Easing the B2B customer journey is key in 2021 and will most likely become even more critical in 2022, as increasing competition and an influx of more B2C-like tactics mean you’ll need to serve up diamonds and not just more disposable digital dust.
These resources offer fresh takes on the B2B audience journey and using storytelling to smooth the way:
6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement
Microsoft’s Miri Rodriguez on How B2B Marketers Are Embracing Empathy For Better Customer Storytelling
Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry
Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley
[bctt tweet="“Brands want to transact with people who are showing high levels of empathy.” — Miri Rodriguez @MiriRod #B2BMX" username="toprank"]
5 — Keep a Watch Out For Imposters In The Search For Authenticity
If it appears too good to be true, it’s wise to be wary and take extra measures to make sure the information and answers you’re providing are genuinely helpful and contain the latest accurate information.
Authenticity in B2B marketing is a subject close to our heart at TopRank Marketing, and as such we’ve developed several approaches marketers can take to achieving the most genuine and human connections.
A selection of some of our recent efforts highlighting the importance of authenticity in B2B marketing include:
Inside Influence 12: Paul Dobson from Citrix on The Secret Sauce of B2B Influence: Authenticity
The Real Thing: 5 Ways Authenticity Inspires Vibrant B2B Marketing
Authenticity and Great B2B Content Marketing Go Hand In Hand
10 Expert Pointers To Create Better B2B Content With Authentic Influence
5 Tips For Finding Your Authentic Marketing Identity
In Search of Trust: How Authentic Content Drives Customer Experience
[bctt tweet="“Part of the benefit of working with influencers is that they have a different lens on what’s happening in the world and what’s happening with your company.” — Paul Dobson @svengelsk" username="toprank"]
Digital Marketing Diamonds Last Forever & A Day
We hope that these five tips for achieving B2B content marketing clarity by getting a cut above with commitment, finding hidden gems, making a softer audience journey, and keeping watch for imposters, will help as you create your own digital marketing diamonds.
Creating award-winning digital experiences and storytelling takes significant time, resources, and effort, which is why many of the world’s top B2B brands choose to partner with a leading B2B marketing agency. Contact us today and learn why for more than 20 years brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.
The post Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer appeared first on B2B Marketing Blog - TopRank®.
B2B marketers have been pushing for personalized content for a good long while. Now we’re also trying to humanize content — to make the case that B2B buyers are human beings who want to connect with other humans on an emotional level.
Isn’t it remarkable that we still have to make that argument?
But I’m not here to write another 1000 words about humanizing content. I want us to take it a step further, beyond personalization, humanization, personality and empathy.
B2B content marketing needs to come from the heart.
True, genuine heart is the last frontier in content. Every brand has an Instagram with behind-the-scenes content to boost authenticity. Every brand is striving to give at least the appearance of sincerity, personality and transparency.
A lot of it is about as deep as the checkout clerk telling you to “have a nice day.” To stand out now, B2B content needs to hit on a more fundamental level.
Why Write from the Heart?
Even as we talk about “human to human” or “B2Me” marketing, we still tend to think that B2B content needs to be head-driven, mostly logic and reasoning, with a thin gloss of personality and emotion on top to “humanize.”
The truth is, of course, that humans are inherently emotional creatures who seek connection with each other. We most often decide with our hearts first, then apply logic in retrospect.
B2B content with heart seeks to make a connection first, then supply value, then finally ask for a next step. It has to be in that order.
So, what does it mean to write from the heart?
1. Upgrade Personality to Passion
I am not passionate about, say, a software-as-a-service platform that collects customer data for marketers. And I’m not sure I want to meet the person who is.
But I am passionate about less intrusive marketing, about people getting connected with solutions that meet their needs, and about a future where marketing is helpful and productive, not annoying. So I can lead with the passion, the why that drove us to create this solution, and then I can talk about the product’s capabilities.
2. Upgrade Empathy to Compassion
Let’s face it: The marketing term ‘empathy’ sometimes has little to do with what the word actually means. While we may strive for truly feeling someone else’s hopes and fears, it tends to be in the service of persuasion, rather than connection.
Compassion is more than just walking a mile in someone’s shoes. It’s sincerely desiring to help them — to ease suffering, bring joy, and help them be successful. Do you care if the people you’re marketing to get promoted, get to spend more time with their kids, can finally afford to buy a starter home, and so on?
If you can show that you have true compassion for your audience, beyond the solution you’re offering, you’re far more likely to make a connection.
3. Upgrade Authenticity to Vulnerability
Here’s a hard one. Very few brands want to seem vulnerable or fallible. Even with behind-the-scenes content, they tend to present a highly sanitized version of the business. If you admit a fault, or share an obstacle you had to struggle to overcome, will you lose people’s trust and confidence in your brand?
Absolutely not. You’re writing to people who experience hardships and make mistakes. You’ll make a better connection if you show that your brand is made up of fallible human beings, too.
There’s nothing more authentic and transparent than a warts-and-all look at the problems your company faces and the ways in which you try, fail and ultimately succeed.
4. Upgrade Thought Leadership to Humility
What’s the fastest way to make a connection with a stranger? Ask them to do you a favor. Ask for help. Most salespeople are familiar with this phenomenon, sometimes called the “Ben Franklin Effect.” The idea is that if someone does you a favor, they’re demonstrably more likely to do a second one, and to regard you more kindly than if you had done a favor for them.
I think the same is true with content marketing. Thought leadership content tends to lack the notion of humility — it usually focuses on establishing knowledge and authority, of the author as an inerrant source of truth.
The problem is, no one really likes a know-it-all. A hefty dose of humility can make thought leadership content much more engaging, and much more likely to start a conversation.
Imagine a blog post that goes, “I’ve seen success in my business with x, y, and z. But I’m still not sure how to best go about a, b, and c. What are your experiences? What do you do in this situation?”
The thought leader in this case is adding value by sharing their own experience and success, but also allowing others to share their expertise as well. The result can be a conversation that benefits everyone involved - author, audience, and brand.
Your Heart Will Go On
As Maya Angelou famously said, people may forget what you say, but they will never forget the way you made them feel. And the best way to engage someone’s emotions is to share your own. We can’t settle for the shallow marketing equivalents of passion, compassion, vulnerability, and humility.
We need to embrace the difficult but rewarding task of bringing our whole hearts to what we’re creating.
How do you create content with heart? Let me know in the comments.
And take our B2B Influencer Marketing Survey to share your opinions.
The post Write from the Heart for More Memorable B2B Content Marketing appeared first on B2B Marketing Blog - TopRank®.
Check out these reasons that make influencer marketing campaigns a must for every brand.This Prachar Communications blog lists them out in detail, read on.
The past year or more has taught B2B marketer many lessons, especially the importance of creating digital first experiences that are credible, authentic and relevant to specific buyers. As part of the digital transformation of marketing, many B2B companies have adjusted their go-to-market approach to satisfy the changing customer expectations that have evolved during the pandemic.
One of those adjustments in B2B marketing has been the increasing role of influence in delivering credible, authentic and relevant digital experiences. Our initial B2B Influencer Marketing research from 2020 showed that going into the pandemic, confidence in working with B2B influencers was very high as were expectations of outcomes.
Despite the growing confidence in working with B2B influencers over the past year, today there are important questions to be answered as more B2B brands enter the realm of influence and grow more sophisticated with the practice.
Much of B2B influencer marketing has emphasized working with industry experts external to the organization, but what about growing influence from within? How does influencer marketing work across departments? How do employee advocacy, growing executive influence and working with industry influencers intersect to deliver better customer experiences and marketing performance?
At TopRank Marketing we are proud to work on influencer content marketing and executive social programs for some of the biggest B2B brands in the world. We also know that our blog community represent a wealth and depth of B2B marketing experience. We invite you to share that expertise in our 2021 State of B2B Influencer Marketing Survey.
Your insights will help elevate the practice of B2B Influencer Marketing and help the industry see what's working, what's not and where the future of influence is in 2021 and beyond.
For the 2021 report, we'll be collecting data on all aspects of influencer marketing for B2B brands as well as insights from practitioners like you.
In the 45 page 2020 report we featured key findings and statistics about strategy, tactics, budgets and measurement as well as B2B influencer marketing case studies from SAP, LinkedIn, Cherwell Software and Monday.com. We also highlighted influencer marketing insights from B2B executives at Adobe, AT&T Business, IBM, MarketingProfs, Salesforce, SAP, Traackr, Treasure Data and more.
For the 2021 report, we'll be sharing insights on growing marketing momentum with influence, the next level of Always-On influence, new best practices, budgets, technology and measurement plus all new case studies and insights from B2B marketing professionals. We've also been working on a fresh list of the most influential voices in the B2B world on the topic of influence in marketing and their predictions for the future.
If you have worked with influencers in the past year, then you'll have valuable insights to share. You can also enter our giveaway of five $100 Amazon gift cards and early access to the findings of the report.
The survey takes just a few minutes and that investment in time will go a long way towards helping answer some of the key questions about working with internal and external influencers.
Optimizing marketing experiences with influence represents one of the most important digital growth strategies in 2021 and beyond. Take the 2021 survey today and join us in helping B2B marketers at all levels of influencer marketing experience level up their strategy, best practices and operations to build momentum in 2021 and beyond.
The post Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey appeared first on B2B Marketing Blog - TopRank®.
These three errors in your programmatic buying and marketing strategy can negatively affect your brand.This Prachar Communications blog lists these mistakes in detail, read on.
Influencer marketing is one of the fastest-growing and one of the most impactful media channels today. There’s a growing ad-blocking movement and key demographics are spending less time in front of TVs. Marketers have now realized that their customers trust the recommendations of people they relate with. However, despite this being an impactful channel, brand […]
For many, the past few months have opened up giving us a taste of "return to normal" but what does that mean?
When most people say normal, what they often mean is comfortable. In the business world pre-pandemic comfortable is a dangerous place to be.
Any company that did not adjust, adapt or pivot over the past year and a half probably isn't in business or doing as much business as they should. There have been many changes during the pandemic from digital transformation across all aspects of business to evolving expectations of customers. Companies and their marketers must be in tune with all of these changes in order to survive and thrive in a post-pandemic business environment.
One way customers have changed in B2B is that they expect more from the digital experience. Recent research shows 90% of B2B buyers will turn to a competitor if a suppliers digital channel doesn't meet their needs. The elevation of expectations extends to service as well. "Expectations for experience have gotten so high that our traditional means of customer service simply aren't sufficient anymore." says Vivek Ahuja in a piece on Forbes.
Marketing is no different and the experiences companies create through their marketing are more important than ever.
As the former Salesforce chief marketing officer Kraig Swensrud, who is now co-founder of Qualified.com says, B2B marketers must prioritize "personalized, real-time experiences" to win over decision-makers who are increasingly digital-first.
There are important connections to be made between changes born of the pandemic and the trends that B2B brands need to be aware of as we enter the next phase marketing for 2H 2021 and into 2022.
Experience is Everything
"Research shows a strong correlation and interconnectedness between brand experience, customer experience and employee experience." Forrester
Digital first B2B buyers expect continuity across channels for the information they seek as they pull themselves from awareness to consideration to decision in the sales journey. B2B brands that have adapted their marketing for digital first buyers must deliver best answer experiences that are both findable and credible.
Being the best answer for your customers with content that is comprehensive, relevant, engaging and actionable is more important than ever as competition for digital attention rises in B2B communication channels.
Optimizing best answer content experiences by making them easy to find and relevant is something many B2B marketers are tackling through renewed focus on SEO. Being found is a great start, but being found and trustworthy is even better. That's why it is more timely than ever for B2B marketers to integrate efforts to optimize content for findability and credibility by incorporating influencers.
Many successful B2B marketers have already made this connection between SEO and influence when creating content experiences for customers. In our research for the State of B2B Influencer Marketing, we found that 50% of B2B marketers surveyed are integrating influencer marketing with SEO. We also found that there is a connection between the elevated credibility of content from trusted industry experts and the experiences B2B brands are so focused on. 74% of B2B marketers believe that influencer marketing impacts both prospect and customer experiences with the brand.
Content Really is King
"The average number of buying interactions has risen from 17 to 27 and 60% of purchases have 4+ people involved." Forrester
Those interactions are powered by content. As B2B marketers have shifted much of their marketing efforts to digital, content plays a more important role in delivering information and experiences that satisfy the buyer's intent. And there's more buyers involved in the process creating even more reasons to produce highly relevant, engaging and trusted content.
While many marketers are already challenged to create enough content, our research found that by partnering with industry experts, content credibility and reach objectives are both positively affected. In fact, 70% of B2B marketers say influencers improve the credibility of brand content and 75% say influencers help drive more views of brand content.
The transformation of B2B to digital means B2B marketers must approach content intelligently and not alone. Partnering with the voices in the industry that have the trust and attention of the customers helps create a quantity of quality content that has credibility and reach that brands are having a hard time achieving on their own.
Executive Influence Drives Sales
"Salespeople must become recognized thought leaders in their fields and contribute to digital conversations in new and provocative ways." Harvard Business Review
The value of influence for B2B brands is not limited to salespeople. In fact, there's value in every public facing executive at a B2B brand to grow their influence in the industry and help drive revenue outcomes. Many B2B key opinion leaders and subject matter experts within companies may not have sales responsibilities, but the trust in their expertise can help create confidence in the brand and those who are tasked with sales.
Some B2B marketers area already seeing lift in lead generation and sales by working with industry influencers. For example, our survey of hundreds of B2B marketers found that 53% of B2B marketers have increased leads by working with influencers. 34% say their work with influencers have increased sales.
So why limit the value of influence to only working with external influencers? Why not develop the influence of appropriate subject matter experts and executives within the brand as well?
In fact, many B2B brands are finding the combination of developing social influence of their executives can be facilitated by partnering those internal opinion leaders with external industry experts. Whether it's content co-creation, a LinkedIn Live event, webinar Twitter Spaces or Clubhouse chat, podcast interview or recorded video, there are many opportunities for B2B brands the create mutual value and lift for their executives in partnership with industry experts that can result in those internal executives having more influence on prospects and customers.
There are more than enough emerging technology trends happening with the transformation of B2B marketing and business to digital first. But there is a human side to B2B marketing that has too often been overlooked in the past. If there's one thing that past 18 months has taught us as we've come to know our business customers better than ever, is that the human connection - the customer experience, the value of content and the power of your own executives being influential all play important roles in connecting with customers in ways they expect and are necessary.
The post From Tech to Human: Three Post Pandemic B2B Marketing Trends appeared first on B2B Marketing Blog - TopRank®.
Engage and attract online users through a well-built social media marketing plan today.Check out this blog from Prachar Communications to learn more.
Market OverviewThe global influencer marketing market witnesses rapid revenue growth.Social media has transformed marketing and promotional approaches for businesses.Easier access to advanced technologies and vast adoption of influencer marketing by start-ups, SMEs, and top-notch companies to drive growth, create substantial market opportunities.Rising users of smartphones and social media due to increasingly improving internet connectivity foster the market size, enabling creating innovative content without any investments.With technical upgrades and the launch of various social media apps, the market is projected to witness rising sales in the years to come.In this regard, Market Research Future (MRFR) asserts that the global influencer marketing market is poised to garner significant accruals by 2027, growing at an impressive CAGR during the review period (2020-2027).Get a Free Sample @https://www.marketresearchfuture.com/sample_request/8408SegmentsThe report is segmented into components, organization size, end-users, and regions.Among these, the solution/platform segment grows at a higher CAGR, witnessing vast deployments by major brands to manage and organize influencer marketing internally.The services segment is further divided into professional services that cover integration and consulting and managed services that comprise third-party providers offering a range of influencer marketing services.The organization size segment is sub-segmented into small- and medium-sized enterprises (SMEs) and large enterprises.
It's time for us to change the term to a more representative title.
Buoyant B2B: Firms Stress Marketing As They Enhance Their Brands
59 percent of B2B marketing and sales executives say their businesses are active in social media, while 39 percent of employees say that they don't understand their companies' brands, according to newly-released survey data of interest to digital marketers. MediaPost
What Makes A Brand Best-in-Class on Social?
47 percent of U.S. consumers said that strong customer service made for best-in-class brand social media communication, followed audience engagement with 46 percent, transparency at 44 percent, and creating memorable content at 39 percent, according to recently-released social media survey data. MarketingCharts
Facebook is testing drastic changes to Instagram to make it more like TikTok
Facebook has begun testing changes including full-screen video and more immersive experiences for its Instagram platform, in a move aimed at bringing more entertaining and mobile-first video experiences that better compete with TikTok, the social media giant recently announced. CNBC
Experience Marketing Returning To Normal: 75% Of Brands Have Resumed Live, In-Person Events
Some 75 percent of brand marketers said that they have returned to live and in-personal experiential marketing, with 68 percent of consumers reporting participating in forms of in-person experiential marketing as of May, 2021 — up from just four percent a year earlier, according to newly-released global survey data. MediaPost
Norway Introduces New Law Forcing Disclosure on Retouched Photos Posted Online
Norway has introduced regulations requiring advertisers and influencers to clearly note any retouched online photos, a potential harbinger of similar more expansive future global laws that could affect B2B marketers and influencers. Social Media Today
Instagram tests letting anyone share a link in stories
Instagram has begun a new trial that brings expanded linking capabilities via sticker taps, which could lead to eventual easier link sharing for marketers on the platform, the Facebook-owned firm recently revealed. The Verge
TikTok to roll out option to create longer videos of up to three minutes
Short-form video platform TikTok will expand the maximum length of footage shared on the popular app from 60 seconds to three minutes, creating new content opportunities for marketers, the firm recently announced, with the change expected to take place within the coming weeks. Reuters
Twitter considers letting you limit tweets to ‘trusted friends’
Twitter has tested a variety of new methods for limiting who can view content on the platform, including tweet audience categorization that could help marketers refine their messaging on Twitter for specific audiences, the firm recently revealed. The Verge
Media KPIs That Matter [ANA Study]
Efficiency is the most-used key performance indicator (KPI) in media, while outcome is seen as the most important — two of numerous findings of interest to digital marketers contained in newly-released Association of National Advertisers (ANA) survey data examining 39 top KPIs. ANA
LinkedIn Shares Insights Into Gender and Racial Diversity in the Marketing Field
60 percent of the marketing profession is comprised of women, with the top three growing marketing job titles among women being director of growth, account strategist, and creative strategist — several findings from expansive recently-released study data from LinkedIn (client) of interest to online marketers. Social Media Today
ON THE LIGHTER SIDE:
A lighthearted look at the “The 7 Deadly Sins of Innovation” by Marketoonist Tom Fishburne — Marketoonist
Americans Eagerly Check To See If They Got Any Emails Today — The Onion
TOPRANK MARKETING & CLIENTS IN THE NEWS:
TopRank Marketing — 17 Best Examples of B2B Influencer Marketing Campaigns — Audiense
Lee Odden — 60 Best Marketing Quotes to Boost Your Business — Quoteistan
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Market OverviewThe global influencer marketing industry witnesses rapid revenue growth.Social media has transformed marketing and promotional approaches for businesses.Easier access to advanced technologies and vast adoption of influencer marketing by start-ups, SMEs, and top-notch companies to drive growth, create substantial market opportunities.Rising users of smartphones and social media due to increasingly improving internet connectivity foster the market size, enabling creating innovative content without any investments.With technical upgrades and the launch of various social media apps, the market is projected to witness rising sales in the years to come.In this regard, Market Research Future (MRFR) asserts that the global influencer marketing market is poised to garner significant accruals by 2027, growing at an impressive CAGR during the review period (2020-2027).Get a Free Sample @https://www.marketresearchfuture.com/sample_request/8408SegmentsThe report is segmented into components, organization size, end-users, and regions.Among these, the solution/platform segment grows at a higher CAGR, witnessing vast deployments by major brands to manage and organize influencer marketing internally.The services segment is further divided into professional services that cover integration and consulting and managed services that comprise third-party providers offering a range of influencer marketing services.The organization size segment is sub-segmented into small- and medium-sized enterprises (SMEs) and large enterprises.
While influencer marketing has become an expected component of robust marketing campaigns--especially in beauty and apparel--there's little consensus on how to build, track, measure and adjust those efforts. In an attempt to address that conundrum for brands, social analytics firm Tribe Dynamics developed a platform to track online brand conversations across Instagram posts and Stories,...
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