B2B Myopia: Brands And Visitors Disagree On What Works On Websites
59 percent of B2B marketing customers say they like reviews and testimonials on websites, compared with just 37 percent of B2B marketers, while 44 percent of marketers viewed compelling brand messaging as important when it comes to creating a powerful website experience, compared to only 24 percent of website visitors — two of several findings of interest to digital marketers contained in recently-released survey data. MediaPost
Pinterest Kicks Off ‘Be Their Next’ B-to-B Campaign
Pinterest has launched its first global B2B campaign aimed at advertisers is the U.S. and five other countries, seeking to bolster B2B brand involvement on the visual-oriented social media platform, and shared survey data showing that Pinterest users are 25 percent more likely to tell others about new products, the firm recently announced. Adweek
Magna Predicts Faster Than Expected Rebound, With 2021 Ad Spend Set To Hit $240B
U.S. advertising revenue is expected to climb by 6.4 percent year-over-year in 2021, reaching $240 billion, with digital ad sales up by 13 percent, as the pandemic continued to speed a shift to digital, according to newly-released forecast data. AdExchanger
Consumers Reboot, From Brands To Relationships, Data Shows
The pandemic has made consumer more mindful of the brands they do business with, and millennials are some 24 percent more likely to now feel optimistic about business travel — two of several statistics of interest to online marketers contained in recently-released data from a report that examined over a billion social and search behaviors. MediaPost
YouTube Expands Monetization To More Types of Content
Google has implemented less restrictive advertiser-friendly guidelines on its YouTube platform, including replacing several instances of previous partial monetization with full revenue-earning capability for advertisers, YouTube recently announced. Search Engine Journal
What Metrics Are Creative Teams Tracking?
67 percent of creative teams track completed projects, 42 percent count requested projects, 38 percent measure time spent, while some 36 percent keep track of projects by work type, according to newly-released survey data digging in to the most-tracked metrics among creative teams. MarketingCharts
Google starts trialing its FLoC cookie alternative in Chrome
Google has begun testing its web-browser cookie tracking replacement system, Federated Learning of Cohorts (FLoC), within its popular Chrome browser, the search giant recently announced. TechCrunch
Study Finds Women Hold Brands Accountable For Inaccurate Portrayals In Ads
Just 15 percent of the Gen Z demographic have said that the media does an accurate job when portraying women, according to recently released survey data of U.S. adults of interest to digital marketers, which also showed that baby boomers and Gen Z are the most likely to hold brands accountable for accurate presentation of women. MediaPost
Facebook Launches New Dynamic Ads for Video Streaming Platforms
Facebook has rolled out a new variety of advertisements with the launch of its Dynamic Ads for Streaming option, which offers personalized previews and other new features aimed at brands that offer streaming services, the social media giant recently announced. Social Media Today
Trust Belt: Why We’re Losing Confidence In Technology [Edelman Trust Barometer]
Public trust in the technology sector has diminished, falling from 78 percent worldwide in 2019 to 68 percent in 2021, with an even larger decrease seen among those in the U.S., who had trust in the technology sector drop from 73 percent to 57 percent — one of several findings of interest to digital marketers in recently-released survey data. MediaPost
ON THE LIGHTER SIDE:
A lighthearted look at “customer-centric culture” by Marketoonist Tom Fishburne — Marketoonist
April Fools’ Day: BMW’s self-driving car and Heinz and Innocent create ‘smoup’ — The Drum
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- LinkedIn — Making an Impact with Executive Thought Leadership: 3 Cornerstones — LinkedIn (client)
- Lee Odden — A Sneak Peek of Chapter 8 of The Common Path to Uncommon Success?!? — Entrepreneurs On Fire
Have you come across your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below.
Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
