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B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

Lane Ellis
Lane Ellis on Oct 23rd, 2020
Online Marketing News

2020 October 16 Hootsuite Chart

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


B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

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

Lane Ellis
Lane Ellis on Oct 16th, 2020
Online Marketing News

2020 October 16 MarketingCharts Chart

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

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


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

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

Lane Ellis
Lane Ellis on Oct 2nd, 2020
Online Marketing News

2020 October 2 eMarketer Insider Intelligence Chart

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

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


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

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

Lane Ellis
Lane Ellis on Sep 25th, 2020
Online Marketing News

2020 September 25 MarketingCharts Chart

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

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


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

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

Lane Ellis
Lane Ellis on Sep 18th, 2020
Online Marketing News

2020 September 18 Edelman Chart

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

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


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

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

Lane Ellis
Lane Ellis on Sep 11th, 2020
Online Marketing News

2020 September 11 IAB Chart

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

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


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

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B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection

Lane Ellis
Lane Ellis on Sep 4th, 2020
Online Marketing News

2020 September 4 Socialinsider Chart

COVID-19 drives more business to B2B marketplaces
Global marketplace growth is being led by the B2B segment, with sales expected to hit $3.6 trillion by 2024 — up from $680 billion in 2018 — according to recently-released report data of interest to digital marketers, which also showed that 89 percent of purchasing managers are spending at least the same or significantly more because of pandemic circumstances. Digital Commerce 360

How Committed Are Big Advertisers to Content Marketing?
Over the past two years major advertisers have doubled their commitment to content marketing, with 52 percent of senior-level marketers saying their firm is strongly committed to content marketing — up from 26 percent two years ago, according to recently-released survey data from the Association of National Advertisers (ANA) and The Content Council. MarketingProfs


B2B Marketing News: Mobile Apps Thrive, Carousels Most Engaging Format on Instagram, Facebook’s Horizon VR, & Data Security’s Customer Loyalty Connection

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B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

Lane Ellis
Lane Ellis on Aug 28th, 2020
Online Marketing News

2020 August 28 Pubmatic Chart

The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets
B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that 43 percent of U.S. B2B marketers said they plan to reallocate live event spending to content creation. eMarketer


B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

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B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

Lane Ellis
Lane Ellis on Aug 21st, 2020
Online Marketing News

2020 August 21 MarketingCharts Chart

The Most Significant Challenges to B2B Brand-Building
Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings
Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum

Facebook Adds New Paid Events Options for Businesses and Creators
Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today


B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

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B2B Marketing News: B2B Ad Spending Soars, Google’s New Audio Ad Features, Facebook’s Partnership Group Ads, & Top B2B Buyer Challenges

Lane Ellis
Lane Ellis on Aug 14th, 2020
Online Marketing News

2020 August 14 MarketingCharts Chart

B2B Buyers’ Top Challenges With Their Current Vendors
51 percent of B2B buyers have changed their vendor preferences during the global health crisis, and they find that slow and inefficient inquiry responses from vendors is their biggest challenge — two of several findings of interest to B2B marketers in recently-released survey data. MarketingProfs

Facebook Adds New Sponsored Post Options for Groups
Facebook has launched a new option for digital marketers allowing paid partnership posts in Facebook Groups, giving admins new branded post advertising opportunities, the social media giant recently announced. Social Media Today

eMarketer: US B2B digital ad spend soars 22.6%
Bucking the overall pandemic ad spending trend, 2020 B2B digital ad spend in the U.S. is expected to rise over 22 percent from 2019 figures, a significantly better performance outlook than the 1.7 percent forecast increase in overall U.S. digital ad spend, according to newly-released B2B ad spending findings. The Drum


B2B Marketing News: B2B Ad Spending Soars, Google’s New Audio Ad Features, Facebook’s Partnership Group Ads, & Top B2B Buyer Challenges

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B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

Lee Odden
Lee Odden on Aug 7th, 2020
Online Marketing News

Short Form Video NRG

With the number of global video viewers projected to reach 2.72 billion in 2023 Snap Inc. commissioned a study from National Research Group surveying 1,000 smartphone owners and found that for Gen Z and millennials, smartphones top all other devices with 78% watching more video on their smartphones than they did last year. – AdWeek

Podcast listenership in the US has been soaring in recent years and US podcast ad spending is expected to surpass $1 Billion in 2021 – eMarketer

Coronavirus pandemic is reshaping our approach to social media: report. The average user now holds some 8.1 social media accounts and spends nearly 2 ½ hours using them daily, according to new GlobalWebIndex data. Mobile Marketing Magazine

Twitter May Soon Display Retweets and Quote Tweets in Separate Counts – Social Media Today


B2B Marketing News: Top Channels for B2B Audiences, Podcasts Soaring, Smartphone Video Rules for Millennials

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B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

Lane Ellis
Lane Ellis on Jul 31st, 2020
Online Marketing News

2020 July 24 CEIR Chart

Study: Most Americans Permanently Changing Brands During Pandemic
45 percent of U.S. consumers have switched at least one brand preference during the global heath crisis, and some 62 percent believe that their brand change will become permanent — two of several items of interest to digital marketers in recently-released survey data. MediaPost

How microsegmenting boosts B2B conversion rates
Micro-segmentation helps both B2B sellers and customers, with better conversion rates and more relevant customer experiences, with some 68 percent of B2B buyers noting that it’s important for vendors to present relevant content throughout the buying cycle without having to rely on salespeople, according to recently-released Forrester report data. Digital Commerce 360


B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

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