B2B Marketing Blog - TopRank®

Digital Advertising Hits $189 Billion In 2021, Global Forecasts Predict 5% Yearly Growth Through 2027
U.S. digital advertising revenue of $189 billion in 2021 was the biggest increase since 2006, including audio advertising with a leading 57.9 percent growth rate, and newly-released report data predicts that the audio ad market will see a compound annual growth rate (CAGR) of 5.07 percent that will continue on through 2027. MediaPost

Google Helpful Content Update Is Now Rolling Out
The latest updates to Google’s always-in-motion search engine algorithm look to emphasize content written more for people and less for SEO, as the search giant began rolling out its “helpful content update” as part of efforts to surface more high-quality original content, Google recently announced. Search Engine Roundtable

B2B buyers aren’t always happy campers when purchasing online [Report]
94 percent of B2B buyers have said that they prefer working with suppliers that have continually-evolving digital capabilities, while some 97 percent report having experienced at least one pain point during the online purchase process — two of several findings of interest to B2B marketers contained in newly-released survey data. Digital Commerce 360

B2B Digital Marketers See Content as Vehicle to CX Improvement
Some 42 percent of B2B marketers have listed investment in new content and creative assets as the top priority for improving customer experience (CX) over the next year, with 40 percent pointing to strengthening customer retention strategies, and 36 percent pinpointing better alignment of teams and tactics — three of numerous statistics of interest to digital marketers included in recently-released CX survey data. MarketingCharts

Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers
Facebook-parent company Meta has implemented an array of new advertising campaign enhancements, including targeting segments for technology and other business decision-makers, aimed specifically at B2B users on its platform, Meta recently announced, as the firm seeks to ramp up its B2B advertiser base. Social Media Today

B2B Purchasers Are Speeding Up Their Journeys: Study
Some 55 percent of B2B executives have said that the length of their purchase timeline had increased either somewhat or significantly on average in 2022 compared to 2021, while six percent said their B2B purchasing timeline had decreased, with 38 percent reporting no change from last year — several of numerous findings of interest to B2B marketers contained in newly-released buyer behavior survey data. MediaPost

LinkedIn Continues to See ‘Record Levels’ of Engagement and Sessions Growth
Microsoft’s latest performance report revealed that its LinkedIn professional social network had topped 850 million members, with the number of user sessions expanding by 26 percent, accompanied by revenue that grew by 26 percent during the most recent quarter year-over-year, increasing by $768 million, Microsoft recently announced. Social Media Today

Google, Microsoft Report Slowest Revenue Growth In Two Years
Google-parent Alphabet saw revenue that grew by 13 percent during the second quarter of 2022, reaching $69.7 billion, the search giant’s slowest growth since the same quarter in 2020, while revenue from the search portion of the firm’s business climbed by 14 percent year-over-year, while Microsoft reported revenue up 12 percent, also its slowest growth in two years, the firms recently reported. MediaPost