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B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results https://ift.tt/hQimbeI The Growing Innovation Gap Is Costing B2B Brands Despite 68 percent of B2B marketers noting that they considered themselves "advanced," a mere four percent achieved scoring at that level, according to newly-released report data, also showing some of the reasons that fostering innovation can be more difficult for B2B marketers, creating an innovation gap. ANA How Well Do B2B Firms Handle Routing Sales Leads? [Report] Some 32 percent of B2B professionals said that greater automation was the lead management capability they most desired, while 60 percent noted that leads were occasionally assigned to the incorrect owner within their organization — two of several statistics of interest to B2B marketers contained within recently-published survey data. MarketingProfs US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years A 2021 rise of 35.4 percent in digital advertising spending from those seen in 2020 was the swiftest since 2006, with digital audio the top performer when it came to growth rate, while search remained the dominant digital ad format, garnering 41.4 percent of total digital ad revenues, according to newly-released report data. MarketingCharts Gartner: Marketing budgets up, focused on hybrid channels Organizations have dedicated an average of 9.5 percent of total company revenue to marketing budgets, a figure that was up significantly from the 6.4 percent rate observed in 2021, while average budgets remained behind pre-pandemic levels, according to recently-published CMO survey data. SmartBrief Trust Barometer: Geopolitics Becomes Top Priority For Business [Edelman Trust Barometer] 59 percent of adults surveyed in 14 countries said that they wanted businesses to add geopolitical issues to their agendas, with CEOs being seen as the role expected to shape such issues, while journalists saw the biggest gains in trust, according to newly-released Edelman data of interest to B2B marketers. PRovoke Media [bctt tweet="“Great marketing isn't about who arrives. It's about who stays. No amount of awareness matters if you can't earn affinity. This is a game of trust, and it's a long one. Play it the right way, or not at all.” — Jay Acunzo @JayAcunzo" username="toprank"] How Are Execs Measuring UX? [Survey] 63 percent of digital experience professionals have said that customer satisfaction is tops when it comes to measuring user experience (UX) performance, with some 60 percent pointing to sales retention business metrics, and 51 percent identifying product or site analytics, according to recently-published survey data. MarketingCharts Report: Google Showing More Search Results With FAQ Rich Results Some 27 percent of Google search query results now feature Google’s frequently asked questions (FAQ) snippets, a figure that represents a five percent rise during less than a week, and could portend a push to even greater expansion of the FAQ-rich result format, new report data suggests. SEO Roundtable Advertising Drove $7.1T In 2021 U.S. Sales, Ad Coalition Study Finds Some 18.5 percent of the U.S. gross domestic product (GDP) can trace its roots from advertising, with $7.1 trillion in 2021 sales attributed to advertising, while also supporting 28.5 million jobs in the U.S., according to recently-released report data of interest to digital marketers. MediaPost Meta’s Adding More Ad Targeting Information to its Ad Library Listings Facebook parent firm Meta has made more targeted advertising information available via its Ad Library feature, with additional ad usage data that could help B2B marketers detect trends and conduct competitive analysis, Meta recently announced. Social Media Today Advertising to Gen Z? Personalize it 81 percent of the Gen Z demographic have said that they liked personalized digital ads — an amount that was nearly double that noted by baby boomers, while a leading 43 percent of consumers said that being relatable was the top characteristic of a good ad — two of numerous findings of interest to digital marketers contained in newly-released survey data. SmartBrief ON THE LIGHTER SIDE: A lighthearted look at “False Choice Between Brand and Performance” by Marketoonist Tom Fishburne — Marketoonist Man Paying $15 A Month For Streaming Service to Listen to Same Five Songs — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: B2B’s Innovation Gap, Marketing Budgets Rise, New Trust Barometer Report, & Google Showing More FAQ Snippet Results appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/ByNMF7q May 27, 2022 at 05:31AM
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PSFK Weekly Roundup: Thoughtful community empowerment, intentional reflections, stores for DTC discovery https://ift.tt/ZBQnY6a Happy Thursday! After delivering a bespoke consulting project for General Mills this week, our iQ researchers still managed to track the positive patterns around uplifting and engaging BIPOC communities, reflections on intentional mental health resets, and the physical store as online brand discovery platform. Plus check out an exclusive recording of May 19th’s NFT webinar event!! PSFK’s Guide for engaging and uplifting BIPOC and […]Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ May 26, 2022 at 11:53AM Retail Innovation Week #42: It begins in-store selling through creators automating the future5/26/2022
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Retail Innovation Week #42: It begins in-store, selling through creators, automating the future https://ift.tt/6Gjq72a The RIW newsletter provides the essential weekly inspiration for every changemaker driving innovation in retail and along the customer experience journey. This week we’re sharing ideas around the store as a home for championing empowerment, rolling out the red carpet for automated delivery and distribution, and liveshopping platforms finding success by leveraging creator cache. Plus check out an exclusive recording […]Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ May 26, 2022 at 11:05AM
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NFL To Reportedly Launch A D2C Service In July https://ift.tt/zvFIih8
In March, news of the NFL starting its own mobile subscription streaming service was first reported in The Athletic.
The streaming service would offer live NFL games content but only available on mobile devices and tablets, and only where the viewer could see it on linear TV in their local markets, according to reports. The mobile streaming option is viewed as a complement -- not a replacement -- for big-screen linear TV. NFL+ would have possibly have other content -- including radio, podcasts and team-special content. NFL+ would cost $5 a month, essentially replacing free streaming content available on expiring deals on Yahoo and other mobile carriers. A NFL spokesman did not return emails from Television News Daily by press time for comment. The league is still in the process of making a long-term deal for its out of market Sunday Ticket package of games, currently airing DirecTV and set to expire after next season. DirecTV had been paying an average of $1.5 billion a year for the Sunday Ticket package in an eight-year deal that started in 2014. Reports suggest the NFL would significantly raise the annual rights fee to around $2.5 billion. Amazon and Apple are two interested parties in the package, a deal that could also include an equity stake in NFL Media, which include the NFL Network. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 26, 2022 at 08:17AM
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It's A Bird, It's A Plane, It's A Shift From Paid To Ad-Supported Consumer Services https://ift.tt/okqdGO5 As far as telephone media milestones go, there may be no development more symbolic of the shift from fixed line telecommunications to mobile than the removal of the last public pay phones in New York City this week. Equally symbolic is LinkNYC’s statement that it will continue to accelerate the deployment of its free WiFi and phone-calling kiosks throughout the city. While much of the media coverage surrounding the event focused on the nostalgic appeal of the Big Apple’s classic phone booths -- as well as pop culture references like, “where will Clark Kent change into Superman now?" -- the unsung story is that it actually represents yet another shift from consumer-paid media to ad-supported media. advertisement advertisement That’s because LinkNYC’s business model is 100% advertising, and it provides all its telecom services -- free WiFi, free device charging, city navigation services, and yes, even free phone calls (anywhere in the U.S.)--– all on a brand marketer’s dime. It’s a good deal for consumers, municipalities and advertisers, because it provides a vital public service based on media access underwritten and supported by brands. It comes at a time when advertisers and their agencies are striving to find new, relevant, context-based places to serve an ad impression -- and, more importantly, to do this in a way that’s not an intrusion on a consumer media experience, but helps enable one. LinkNYC has been out rolling its ad-supported kiosks as part of of a service provided by CityBridge, whose members consist of Intersection and ZenFi Networks, under a franchise agreement granted by New York City. The organizations are definitely public service-minded, and Intersection uses advertising to help underwrite it. Currently, it operates similar ad-supported public telecommunications services in Atlanta, Austin, Boston, Charlotte, Chicago, Dallas, Houston, Las Angeles, Las Vegas, Minneapolis-St. Paul, New Jersey, Philadelphia, Pittsburgh, Portland, San Francisco and Seattle. Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 26, 2022 at 05:05AM
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Stripe Launches App Marketplace, Partners With Mailchimp On Targeting https://ift.tt/VRXCFAh Stripe, a financial payment platform, has launched Stripe Apps and the Stripe App Marketplace, which features apps for such business functions, as accounting, analytics, CRM, eSignature, and marketing. At launch, the Stripe App Marketplace will have 50 apps from such providers as DocuSign, Dropbox, Intercom, Mailchimp, Ramp, and Xero. In addition, Stripe and Mailchimp have launched an integration that they say will allow small and medium-sized businesses (SMBs) to create email journeys based on customer interactions that occur within Stripe. SMBs can sync Stripe data such as subscriptions, refunds or payments, the firms say. In addition, they can automate targeted messages when customers make a purchase — for instance, sending a discount code to encourage repeat buying. The arrangement streamlines a prior integration between the firms, automatically syncing customers’ information. Case in point: If a business owner wants to automate a targeted message when a customer makes a purchase, “sending them a specific discount offer to encourage repeat purchases,” says Jon Fasoli, chief product and design officer at Mailchimp. advertisement advertisement Fasoli continues, “The Mailchimp app automatically syncs this customer’s information between Stripe and Mailchimp, streamlining their operations and saving them time.” Stripe Apps helps businesses simplify operations and combine fragmented workflows, the company says. For instance, a customer support agent can see a customer’s support history and directly reply to support tickets in the Stripe Dashboard. “With the Intercom app integrated into Stripe, our customers can investigate issues, answer payment queries, approve refunds, and more from the Stripe Dashboard,” says Des Traynor, cofounder and chief strategy officer at Intercom.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 25, 2022 at 05:05PM
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OAAA Releases Digital Moving Out-of-Home Measurement, Metrics To Standardize Guidelines https://ift.tt/wxh5TBq The Out of Home Advertising Association of America (OAAA) will release today a method for capturing mobile advertising IDs that represent the audience exposed to Digital Moving Out-of-Home (DMOOH) media such as taxicab and rideshare cars, large-format trucks, buses, trolleys, and other forms of transit. “Marketers use the data in the same way DOOH does, allowing them to understand conversion events that happen after exposure, similar to the broader digital advertising industry,” says Drew Jackson, Founder, StreetMetrics, and member of the OAAA working group that developed the guidance. Industry estimates put the market size at between $50 million and $100 million, with potential growth at more than four times during the next 10 years. The estimate is based on the number of screens known in the market and growth rate based on conversations executives have throughout the industry, according to Jackson. advertisement advertisement The group’s goals are to establish a standard for DMOOH to enable industry-wide collaboration, make it easier to buy with consistent and transparent methods for data collection, help marketers incorporate the media into omnichannel marketing strategies by providing a foundation to support the use and development of data and tools. Created by Apple and Google, mobile advertising IDs (MAIDs) are the foundation of the advertising industry by providing a common device identifier. MAIDs allow for the best overall consumer ad experience while respecting individual privacy. By understanding location for devices opted into sharing location, the DMOOH industry is able to contextualize that the MAIDs were in a given area as a digital advertisement passed by. “The key to understanding an exposed audience is interpolation of the route an ad took on a vehicle,” Jackson said. “Interpolation allows for the full vehicle route to be known by connecting the dots between two GPS pings, and exposed audiences are determined based on that route.” The global positioning system (GPS) data collected from a moving screen act like a trail of breadcrumbs. While the data is not provided in terms of how that vehicle got from point A to point B, it is received based on the vehicle’s location when the ad began playing and when it stopped. “Routes” are the paths that a vehicle travels along. As opposed to GPS data, which is observed and point-based, routes are not observed directly and are continuous line segments. If the vehicle traveled along the an assigned path to get from A to B, then a routing engine can be used to determine and contextually understand the specific route. Factors include latitude and longitude coordinates, distance between the two points, timestamps associated, during of time it took to travel the route, surface the vehicle traveled on, and type of vehicle. From this data the routing engine can estimate the actual route the vehicle took and efficiency and effectiveness of the ad. “Confident attribution analysis requires a comparable approach in data collection, says Christina Radigan, senior vice president of strategic research, insights, analytics at OUTFRONT, also part of the working group. “By augmenting the DOOH exposure guidelines to include Moving OOH, the industry will be better positioned to demonstrate OOH’s collective impact on advertisers’ KPIs and business outcomes.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 25, 2022 at 02:16PM
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Ohio AG Can Proceed With Claim That Google Search Is A 'Common Carrier' https://ift.tt/W3EFDnu A state court judge in Ohio is allowing Attorney General David Yost to proceed with an effort to prohibit Google from prioritizing its services or products in search results. In a ruling issued Tuesday, Delaware County Common Pleas Court Judge James Schuck refused to dismiss Yost's claim that Google's search engine is a “common carrier.” “The court believes, at this stage of the proceeding, that the state should have the ability to take discovery, develop its case, and present evidence to support its claim,” Schuck wrote. The decision comes one day after a federal appellate panel said in a separate case that social media platforms are not common carriers. Schuck's ruling stems from a lawsuit brought by Yost last June, when he alleged that Google should be considered both a “common carrier” and a “public utility” -- comparable to a gas or electric company -- because it dominates the online search market. advertisement advertisement Yost claimed in his original complaint that Google touts its own products in the search results, and pointed to a study that says around 65% of searches on Google desktop and mobile ended without clicks to a different company. Google said earlier last year that the study's methodology was flawed, partly because it didn't take into account that search users sometimes seek factual information -- such as currency conversions or weather forecasts -- as opposed to links to other companies. Last August, Google urged Schuck to dismiss the complaint at an early stage, arguing that even if the company dominates search, as Yost alleged, that fact wouldn't prove the claims in his lawsuit. “Ohio's request has no more validity under the law than a request to declare Fox News, the New York Times, or Walmart a 'public utility' because most people in a particular town prefer to get their news or groceries from them instead of someone else,” Google wrote. The company also argued that regulating search results would violate the First Amendment, which prohibits the government from interfering in private companies' editorial decisions. While Schuck is allowing Yost to proceed with the claim that Google is a “common carrier,” the judge dismissed the claim that the company is a “public utility.” He added that even if Yost proves Google is a “common carrier,” it's not clear what impact that classification would have on the company. “It is presently unknown what exactly the attendant duties on Google Search might be if it is declared to be a common carrier,” Schuck wrote. But he also suggested that Google could be prohibited from preferencing its products in the search results, writing that the government may have a legitimate interest in “fostering competition.” “There are several examples in which private companies involved in mass communications were prohibited from censorship,” he wrote. He cited several examples, including the defunct “fairness doctrine,” which required broadcasters to present different points of view on controversial topics. Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 25, 2022 at 01:53PM
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CTV Impressions Rebound, Gain More Share In Q1, Media Aggregators' Buying Ramps Up https://ift.tt/m1zNtvW Rebounding from the last 12 months, in which connected TV's share of impressions has declined, CTV's share of digital video impressions climbed to a 38% share in the first quarter of this year from 31% in Q4 for advertising clients of ad-serving and analytics company Extreme Reach. Extreme Reach says the turnaround in the latest quarter was driven by the growing number of marketers using CTV versus other digital video platforms. The company said that for 67% of its advertisers, CTV accounted for between 50% and 100% of the total advertising mix. “This seems to indicate that we’re seeing a return to pre-pandemic levels across all devices,” an Extreme Reach executive said. The shift in CTV business is largely attributable to the growing dominance of media aggregator ad sellers over premium publishers -- in terms of how video advertisers are making media buys. Extreme Reach found that media aggregators accounted for 53% of CTV impressions in 2021, while premium publishers accounted for 47%. Two years earlier, in 2019, premium publishers came in at an 81% share, while aggregators had an 18.5% share. advertisement advertisement “[This] indicates that aggregators now have more access to premium inventory, and advertisers have more choices for reaching their target audiences,” the company said. Over the course of the last 12 months, the impression share of mobile web and mobile in-app either remained the same or has risen -- to 15% and 26%, respectively. Since the first quarter of 2021, CTV's impression share fell from 41% to 35% in each of the next two quarters -- to 31% in the fourth quarter of 2021. Last October, Extreme Reach received accreditation for CTV video advertising impression measurement from the Media Rating Council. Mobile Marketing via MediaPost.com: mobile https://ift.tt/rNFA5wO May 25, 2022 at 08:41AM
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B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities https://ift.tt/ljTaxZY Today's B2B marketing landscape consists of swift changes, often accompanied by growth that happens so fast that it can be difficult to fully appreciate. For over two decades, TopRank Marketing has been honored to help a wide array of the world's top B2B marketers and major brands elevate and go beyond merely being competitive, to standing out from the crowd with a variety of creative, award-winning successes. In this spirit, we like to regularly take time to congratulate and honor business marketers, thought leaders, industry influencers as well as our own talented team members who have recently seen career advancement. When B2B marketers take on new leadership roles, it's only natural to seek out trusted resources to help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many great marketers in new leadership roles. We are also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations. We extend congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this fifth edition of B2B Marketers on the Move. B2B Marketers on the Move: May Movers
Carol-Lyn has been featured on our TopRank Marketing blog several times, including in a Break Free B2B Marketing video interview alongside Heather Hurst, "Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing." [bctt tweet="I always try and make sure that when I'm going through change management, I assume good intent until it’s proven that I can't. @cljardine #BreakFreeB2B #ChangeManagement" username="toprank"]
Jeff has appear on our blog numerous times over the years, including as a featured contributor to our groundbreaking "2020 State of B2B Influencer Marketing Report from TopRank Marketing."
Jolina is a TopRank alumni and has been featured numerous times on our blog.
Lucy has been featured numerous times on our blog, including being listed in our "50 Influential Women in B2B Marketing Who Rocked in 2020."
Thanks To Each of These Leaders For Helping Elevate the B2B Marketing IndustryWe extend many thanks to each of the talented B2B marketing professionals we've featured here who have recently been promoted or taken new industry positions. We're certain that you'll elevate and reach new heights when it comes to the performance you'll deliver in your new roles. You can find our previous edition of B2B Marketers on the Move here. If you're looking for a new change of your own, be sure to check out our own list of current job openings at TopRank Marketing on our careers page. *LinkedIn is a TopRank Marketing client. The post B2B Marketers on the Move: Celebrating May B2B Industry Movers & New Opportunities appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/mgtFV34 May 25, 2022 at 05:40AM |
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