Lane Ellis

B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products
53 percent of B2B buyers in the Gen Z demographic say they use their smartphones when researching and buying for business, and once a purchase has been made 50 percent see brand newsletters as very important — two of several insights of interest to digital marketers contained in recently-released survey data. MediaPost

The Behaviors and Attitudes of U.S. Adults on Twitter [Pew Study]
Some 69 percent of adult U.S. Twitter users say they utilize the platform to stay informed, with 45 percent looking to express their opinion, some of the findings contained in newly-released Pew Research Center study data examining Twitter usage. Pew Research

Here’s What B2B Content Marketers Will be Investing in Next Year
69 percent of B2B content marketers have said that videos will be their top area of content marketing investment in 2022, with 61 percent saying that events will lead their investment areas next year, while 57 said that owned-media assets will top their content marketing spending in 2022 — two of several statistics of interest to digital marketing contained in recently-released survey data. MarketingCharts

New LinkedIn data shows how gen Z is recalibrating the norms of work
Gen Z comprises the fastest growing audience demographic on the LinkedIn (client) platform, with 63 percent visiting the Microsoft-owner professional network at least once a week, and 74 percent saying they use LinkedIn to learn new skills, according to newly-released report data. . The Drum

IAB: First-party Data, Partnerships, Measurement Key Investment Areas In 2022
In 2022 marketing budgets will increasingly shift to digital, with the bulk of spending shifting to video, social media, digital display ads, and paid search, according to newly-released survey data from the Internet Advertising Bureau (IAB). Partnerships with content publishers having first-party data is also expected to be a top marketing investment area in 2022, the survey showed. MediaPost

Google, Facebook, and Amazon to account for 64% of US digital ad spending this year
Digital advertising spending in the U.S. will grow by $20 billion in 2020, to over $211 billion, and is expected to top $300 billion by 2025 — with the majority of ad revenue being made up by Google, Facebook, and Amazon, according to recently-released ad spending forecast data of interest to digital marketers. eMarketer

For US B2B Product Buyers, Amazon Business Proves Influential, but May Decline [Survey]
Some 49 percent of B2B product buyers have said that they search for B2B items using Amazon Business, topping the 39 percent who say they use vendor websites and 37 percent who utilize other B2B marketplaces — one of several insights contained in recently-released preferred B2B buying channel survey data. MarketingCharts

Google Nearly Doubles Profit, Capitalizing On Omnichannel Advertising
Google parent firm Alphabet came close to doubling profit last quarter, representing its strongest quarterly rise in over a decade, with Google’s YouTube seeing advertising revenue figures that climbed by 43 percent to $7.2 billion, while overall ad business sales topping $53 billion, the search giant recently announced. MediaPost

Dow Jones Data Identifies B2B Content-Targeting Strategy
73 percent of B2B marketers said they find it reassuring to learn more about a brand even when they’re already in the buying journey, while 68 percent view content about a brand that comes from business news and trade media as more trustworthy than information from the brand’s website — two of several statistics of interest contained in newly-released survey data of interest to digital marketers. MediaPost

Introducing Meta: A Social Technology Company
Facebook’s parent company has changed its name to Meta, as the social media giant implements a rebranding initiative that will see the platform place a greater focus on the virtual universe known as the metaverse, a move that is bound to offer both new opportunities and challenges for B2B marketers utilizing the platform, Meta announced this week. Facebook / Meta