B2B Marketing Blog - TopRank®

Twitter’s Fleets Format To Disappear, Just Weeks After Ads Test Commenced
Twitter has abandoned its Fleets feature that automatically deleted messages in the format after 24 hours, noting that the format and its accompanying full-screen vertical ads, hadn’t performed as well as initially envisioned, the firm recently announced. MediaPost

Digital to power a 10.4% recovery in global ad spend
Global digital advertising spend will ascend to $311 billion to hit 15.6 percent growth in 2021, according to newly-release forecast data from Dentsu, the firm recently announced. Social ad spending is expected to rise even more swiftly at 23 percent, with video ads predicted to rise by 17 percent, according to the forecast data. The Drum

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

Edelman Trust Barometer special report: Brands must be agents of societal change, say consumers
63 percent of consumers say they are more attracted to brands that focus on making the world a better place, while 78 percent said they believe their influence goes beyond the consumer experience to business operations — two of several statistics of interest to digital marketers in newly-released survey data from Edelman’s Trust Barometer report. PRWeek

Most Demand Gen Marketers Hit Their KPIs in 2020
43 percent of B2B demand generation marketers say they met their original key performance indicators (KPIs) in 2020, with 35 percent topping their original targets, according to recently-released survey data. The survey also showed that 18 percent expect their demand gen budgets to significantly expand in the coming 12 months, with 49 percent expected some budget growth. MarketingCharts

Google delays blocking third-party cookies in Chrome until 2023
Google has announced that it will postpone its previously-announced abandonment of third-party tracking cookies in its Chrome web browser, a change that will now not take place until 2023, the search giant has revealed. The postponement has given marketers additional time to work on and implement alternative tracking methods. The Verge

US ranks last among 46 countries in trust in media, Reuters Institute report finds
29 percent of U.S. consumers say they trust the news media, a figure that is the lowest of any nation in the newly-released annual report from Reuters Institute for the Study of Journalism at Oxford. The report also showed that the pandemic has brought about rapid adoption of new digital consumption behaviors, among other insights of interest to digital marketers. The Poynter Institute