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Mobile Marketing

Attorneys General App Developers Advocates Back Epic Against Apple

1/31/2022

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Attorneys General, App Developers, Advocates Back Epic Against Apple

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Epic Games is garnering support in its antitrust battle with Apple from a wide variety of outside parties, including online dating company Match Group, attorneys general from 35 states, and the digital rights organization Electronic Frontier Foundation.

They are urging 9th Circuit Court of Appeals to reverse the bulk of a decision by U.S. District Court Judge Yvonne Gonzalez Rogers, who ruled last year that Epic failed to prove Apple violated federal or state antitrust laws.

“Apple’s anticompetitive policies increase consumer costs; reduce consumer choice; reduce the quality of the consumer experience; and reduce innovation,” Consumer Federation of America, along with online dating company Match Group, software company Basecamp and knitting app developer Knitrino, write in a friend-of-the-court brief filed late last week with the 9th Circuit Court of Appeals.

“All of these harms to the billion-plus consumers who use Apple’s iPhone are equally harmful to app developers, who are prevented from using more, better, and cheaper options to distribute and facilitate payment within their apps,” they add.

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Their papers come in a battle dating to last year, when Epic filed a lawsuit accusing Apple of monopolizing the iPhone and iPad app distribution market, forcing developers to use its payment processing system, and charging a commission on sales. (Apple requires game developers to use its payment platform for in-app purchases, and charges a 30% commission to developers that take in more than $1 million in revenue. Smaller developers pay only a 15% commission.)

Apple CEO Tim Cook testified during the trial that the company's App store policies boost privacy and safety for iPhone and iPad users.

He testified that the app marketplace “would become a toxic kind of mess,” if the company didn't vet apps, and that its policies benefit developers because they rely on “the store being a safe and trusted place.”

Gonzalez Rogers, who presided over a 16-day trial, ruled in September that Epic failed to prove that Apple's App store policies violated federal or state laws against monopolies.

Epic recently appealed that decision to the 9th Circuit, arguing that Apple's policies amount to an anti-competitive trade restraint.

An Utah-led coalition of 35 state attorneys general backing Epic contends that Gonzalez Rogers' approach “could frustrate future enforcement actions.”

They say she did not adequately balance Apple's reasons for its policies against potential harms to the market.

“Apple amassed billions in supracompetitive profits from one billion iPhone users,” the law enforcement officials argue. “Without balancing, this type of immense harm to consumers can go unanswered with just the slightest showing of procompetitive benefit.”

The digital rights group Electronic Frontier Foundation makes a similar argument, writing in its friend-of-the-court brief that Gonzalez Rogers didn't weigh Apple's rationale -- that tight control over apps promotes privacy and security -- against potential anticompetitive consequences.

“The court erred by treating Apple’s security rationale as conclusive, instead of recognizing that a dominant firm’s supplanting market forces with its own security and privacy decisions is anticompetitive -- not procompetitive -- and forecloses innovation,” they argue.

The organization adds that a finding against Apple “will unlock innovation across the mobile app world, including innovations in app distribution, payments, security, and privacy.”

Gonzalez Rogers ruled against Apple on one point: She said the company's anti-steering policies (which prohibit developers from offering in-app links to outside payment platforms) violated California's unfair competition law, and ordered Apple to allow developers to point users to outside payment platforms.

Apple appealed that portion of the decision to the 9th Circuit, which lifted that order in December.





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January 31, 2022 at 05:17PM
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Social Climbing: Email Knocked From Top Slot With B2B Marketers

1/31/2022

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Social Climbing: Email Knocked From Top Slot With B2B Marketers

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Email marketing remains a leading tactic for B2B brands. But social has knocked it from the top slot, according to 2022 B2B Marketing Mix, a study by Sagefrog Marketing Group. 

Last year, email was utilized by 83%, versus 75% for social. This year’s list is as follows: 

  • Social Media & Social Media Advertising — 83%
  • Email Marketing — 75% 
  • Search Engine Optimization (SE0) — 61%
  • Blogging and Content Marketing — 57%
  • Virtual Events & Webinars — 44%
  • Public Relations — 44%
  • Search Engine Marketing (SEM) — 40% 
  • Tradeshows & Events — 38% 
  • Print Advertising — 27%
  • Video Marketing — 26%
  • Telemarketing — 14% 
  • Other — 2%

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The stakes are growing because 58% of B2B marketers plan to increase their marketing budgets this year, while 38% will hold steady. Only 4% foresee a decrease. This continues the steady rise seen over the past two years.  

Here are the areas in which they are increasing their spend: 

  • Website Development — 41%
  • Digital Marketing — 37%
  • Social Media — 34% 
  • Branding — 27%
  • Content Marketing — 26%
  • Advertising (e.g., Google) — 22% 
  • Trade show & Events — 21% 
  • Email Marketing — 18%
  • Marketing Automation & CRM Software — 17% 
  • Public Relations — 14% 
  • Marketing & Sales Collateral — 12%
  • Direct Marketing & Print Advertising — 11%
  • Marketing Planning & Strategy — 9%
  • Video Marketing — 8%

Yes, email ranks near the button, but it still went up by 3% over last year. In contrast, digital marketing fell from 44% in 2021 to 37% this time around. Social media went from 22% to 34%. And brand marketing remained flat at 27%. 

But email remains high as a source of sales and marketing leads:

  • Referrals — 54% 
  • Social Media — 43% 
  • Email Marketing — 35% 
  • Inbound & Content Marketing — 31% 
  • Tradeshows & Events — 28% 
  • Search Engine Marketing (SEM) — 26% 
  • Public Relations — 13%
  • Telemarketing — 11%
  • Direct Mail — 10%
  • Other — 7%
  • Print Advertising — 6% 
  • Email has dropped 3% from 2021. 

(Note: Other includes network events, clutch reviews and outbound sales). 

What tools are they using? Of those polled, 61% are deploying some type of marketing automation software, and these are the most popular platforms among this group:

  • HubSpot — 47% 
  • Other — 25% 
  • Marketo — 17% 
  • Pardot by Salesforce — 15% 
  • ActiveCampaign — 11%
  • Salesforce Marketing Cloud — 10%
  • Adobe — 7%
  • Oracle — 4% 

HubSpot remains at the top, and has grown by 7% over last year. Marketo is up by 1%, Pardot by Salesforce by 2% and the other category by 9%.  

These are the most-used social media channels:

  • LinkedIn—85%
  • Facebook—71%
  • Twitter—61% 
  • Instagram—49%
  • YouTube—45%
  • Pinterest—8% 
  • TikTok—7%
  • Vimeo—7%
  • Snapchat—2%
  • Other—2%
  • Do not use Social Media—2%

What’s next for B2B marketers? The respondents are adding these marketing & sales strategies in 2022:

  • Social media marketing — 41%
  • Personalization — 41%
  • Video marketing — 39%
  • Digital Marketing — 35%
  • Account-Based Marketing — 33%
  • Brand Storytelling —33% 
  • Influencer Marketing — 26%
  • Podcasting & Livestreaming—25% 
  • Retargeting — 24%
  • Inbound Marketing — 23%
  • Artificial Intelligence — (AI) & Automation — 23% 
  • Virtual Events — 21%
  • Conversational Marketing (Chatbots)— 19% 
  • CRM Software — 19%
  • Mobile-First Strategy —11% 
  • Other — 4% 

B2B brands are well-organized—70% have a formal marketing plan. And, of those polled, 51% use both in-house and outsourced resources, while 41% do everything in-house and 8% rely totally on outsourcing. 

The top objectives for 2022 are: 

  1. Increasing Brand Awareness 
  2. Increasing Sales Leads
  3. Increasing Website Traffic
  4. Converting Leads to Customers
  5. Producing Thought Leadership

For this, the 15th annual report in this series, Sagefrog surveyed managers or directors (46%), coordinators or specialists (21%), C-Level executives (17%), vice presidents (9%) and assistants (7%).  

Of those, 33% were in marketing & advertising, 24% in professional & Business Services, 23% in Software & Technology, 18% in Healthcare & Life Sciences, 12% in Industrial & Manufacturing, 12% in Other and 7% in Financial & Insurance. 





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January 31, 2022 at 03:44PM
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Pinterest Augments Home Decor Shopping Let's You Try Before You Buy

1/31/2022

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Pinterest Augments Home Decor Shopping, Let's You Try Before You Buy

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Today, Pinterest announced the U.S. rollout of Try On for Home Decor, a shopping technology and experience that allows users to virtually “try before they buy” various home-based items via augmented reality (AR).

Major retailers are already on board, including Crate & Barrel, CB2, Macy’s, Target, West Elm, and Wayfair. 

Pinners browsing for home-decor products in the iOS or Android app will now be able to click on the three dots appearing in the top right corner of “Try On enabled” Pins.

By selecting “Try in your space,” they will see a virtual version of a sofa or chair they are interested in, for example, through their camera lens. From there, they can situate the item in their home, browse product information, and check out via the linked retailer’s site. 

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This is Pinterest’s third installment of “Try On” over the past two years.

Try On Lipstick launched in 2020 and Try On Eyeshadow followed in 2021. Try On for Home Decor is launching live across over 80,000 shoppable Pins while the beauty experience is currently available across 14,000 shoppable Pins. 

According to a recent statement, Pinterest has created these virtual shopping experiences in a company-wide move toward preparing for the metaverse –– a term related to the uncertain future of the internet, recently made popular by Meta CEO Mark Zuckerberg. 

AR and virtual reality (VR) technologies have gained momentum in the mobile ecommerce market, with other social platforms creating similar one-stop shopping experiences. Just last week, Snapchat –– a leader in the AR space –– launched try-on lenses that connect users directly to a company’s product catalog.   

Fashion and home decor are among the most translatable and popular ecommerce industries for mobile AR technologies of this kind. According to Pinterest data, 9 in 10 weekly Pinners say AR enhances their shopping experiences, and 6 in 10 say they use it to finalize purchase decisions. 

According to consumer trends agency Foresight Factory, mobile is the preferred channel for 34% of global consumers, with 40% having shopped more on mobile since the COVID-19 pandemic began. Forty-six percent of consumers reported that their mobile device was integral to their shopping process, while for millennials and Gen Z, this number increased to 50%. 

These findings suggest that “Try On” AR models may already be a consumer expectation. And they are effective, as they have the ability to bring consumers seamlessly through their decision -- making process all in one place. 





Mobile Marketing

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January 31, 2022 at 03:23PM
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Brands Pay More When Customers Pay Later

1/31/2022

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Brands Pay More When Customers Pay Later

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More than three quarters of online shopping transactions end with shoppers running away. Plenty of marketing efforts, from email to mobile retargeting, are focused on capturing the missed revenue from cart abandonment. This past year, a new tactic was increasingly added to marketers’ revenue capture strategy: the explosive adoption of buy now, pay later (BNPL) solutions.

The number of consumers using BNPL increased 81.2% year-over-year in 2021 (according to eMarketer).  BNPL only represents about 2% of ecommerce sales in the U.S. but continues to grow in both user and retailer adoption, even expanding into brick-and-mortar checkout.

A typical transaction is a four-part, zero-interest installment loan. For example, a shopper with more fashion motivation than discretionary income that week may covet a $200 coat. Using a BNPL service (like Klarna, Afterpay, Affirm or Paypal), she could pay 25% of the purchase price up front and pay the balance in three installments -- an additional $50 would be debited from her account every two weeks.  In this scenario (and provided she does not miss any payments), there is no cost to the consumer because the retailer is footing the bill.

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What is the cost of that customer acquisition? For online retailers, credit card fees hover around 2% (according to Credit Donkey), but that cost to merchants more than doubles with BNPL firms, with variable fees ranging from 3.29% to 5.99% (per Merchant Maverick).  These services can charge more because they can show that consumers will spend more.

BNPL is now credited in earnings calls for bringing in more customers and higher average order values.  Brands from American Eagle to Southwest Airlines are pointing to BNPL for their increased sales, according to Bloomberg.

Moffett Nathanson estimates that implementing BNPL led to a 15% to 20% increase in sales for most retailers last year. Many retailers, such as Walmart, list BNPL options as early in the purchase journey as the product page to help push along the purchase decision-making process.  Klarna claims that retailers can expect a 45% increase in average order value by offering its product.

Consumers have always bought big purchases they see as needs over wants on credit: appliances, auto-related purchases, furniture and special event travel. However, BNPL has a new crop of products that move well with delayed payments. Impulse and discretionary spend, especially apparel, are seeing more success with this method 

With lending access more easily available, the credit consumer has also changed.  The new customers brought in by BNPL have one big thing in common — they probably skew younger than your customer base. Gen Z is the biggest adopter of BNPL services. 36.8% of Gen Z digital shoppers made a payment last year, with credit-averse millennials not far behind at 30.3% usage, according to eMarketer.   Contributing factors for this skew could be credit card distrust, light credit history or bad credit history. Consumer watchdogs are taking notice and putting more pressure on regulation for the BNPL industry.

For brands looking to recapture revenue and get younger consumers in their mix, BNPL service fees can be considered an acquisition cost that recaptures and grows revenue at checkout. But it needs to deliver more customers or a higher order value to justify the deep cut into your margin.





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January 31, 2022 at 01:37PM
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The iOS Update and the New Era in Healthcare Email Marketing

1/31/2022

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The iOS Update and the New Era in Healthcare Email Marketing

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It was January of 2020 when Google announced that it would eliminate third-party cookies from Chrome by 2022. Almost two years later, Apple implemented a new feature called Mail Privacy Protection (MPP) in its September 2021 iOS 15 release.


This feature allows consumers to control privacy with their Mail app and prevent sharing their personal information with email senders (marketers). 

Privacy is a top priority for organizations that aggregate consumer data, and they are obligated to adhere to newly proposed and implemented jurisdictional and global privacy legislation. 

While MPP started with Apple, who is to say that others will not follow? This would be very much in line with the emergence of ‘Walled Gardens’ today: major tech providers are leveraging the scale of their vast collections of consumer data to act as centralized operators for digital advertising on their platforms.

It is likely that over the next couple of years, marketers will not be able to collect any information about their users’ email activity regardless of operating system. The future may also see more addressable channels following in email’s footsteps, with required compliance similar to the current trends in global privacy legislation. 

While at first glance these changes sound like a marketing liability for the future, fortunately, there is a positive light at the end of the tunnel. Our task is to simply adapt to the new alternatives and be proactive by introducing new ways of executing and measuring email marketing. 

The MPP Impact for Email Marketers

When MPP is enabled by the consumer, it prevents senders from using invisible pixels to collect information about the user (consumer). Ultimately, this means that there isn’t a way of knowing when an email is opened, and the associated IP address is masked so it cannot be linked to other online activity or used to determine the consumers’ location. 

According to Litmus 2021 Email Client Market Share Study, broad consumer adoption of Apple products will see MPP have a large potential impact on marketers, because Apple related products represent more than 60% of all email client usage and more than 93% of all mobile email opens.

Healthcare audiences, as a subset of the general population, will also be impacted, and as such, the email communications challenge in healthcare is very real. 

Email optimization, testing and targeting based on open rates will be heavily impacted moving forward. In addition, subject line testing and optimization, as well as Email list Healthcare Professional (HCP) targeting and segmentation strategies are likely to yield unreliable results if they are only based on open rates. Email send-time optimizations will also be less reliable given that opens and open time will be skewed. 

The Solution and The Opportunity

The introduction of MPP has forced the industry experts to begin thinking of different measurement ways for email campaigns.

Although there are many ideas that could be used as a short-term solution for counting and predicting open rates on iOS devices, the true opportunity lies behind the idea of changing the way we think about email marketing holistically.

To this end, future success in email marketing should be defined by deeper actions that drive business outcomes, not simply performance dictated by opens. 

It’s imperative that we update email creatives for both HCPs and patients.

Healthcare marketing, by its nature, is designed to educate and inform. Therefore, email creative often has lengthy text combined with minimal callouts. As a result, click rates are low.

If email creative becomes more interactive and offers a different digital experience to the healthcare audience via quizzes, surveys and other forms of engagement, the audience will interact with more ‘bottom of the funnel’ activities and the brand site will earn more clicks. 

Driving click-throughs will be critical for first-party cookie placement and event stream or engagement analysis. Consumers interact with brands across all channels. Therefore, the customer experience should be connected and focus across all channels.

Thus, future analyses and reporting will focus on measuring business outcomes through the customer journey and not merely digital engagements. Email engagement reports will eventually lose favor and more advanced analytics, such as multi-touch attribution, will take their place. 

Email is a key channel of the addressable marketing ecosystem. According to the article “Email Marketing: Still The Most Powerful Tool To Take Your Business To The Next Level”, email marketing still promises to deliver the highest ROI out of all marketing channels. Therefore, it is important to take the right steps to ensure we can measure, plan and optimize it in the future. '

Ultimately, the iOS update will give birth to a different future of email marketing, which in turn will give birth to more opportunities.  





Mobile Marketing

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January 31, 2022 at 09:27AM
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YouTube AdBlitz Lets Fans Watch Super Bowl Ads Without The Game

1/31/2022

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YouTube AdBlitz Lets Fans Watch Super Bowl Ads Without The Game

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YouTube on Monday kicked off AdBlitz, its digital destination for sports fans to watch their favorite Super Bowl ads.

AdBlitz, in its sixteenth year, is the Super Bowl ads hub. Blake Stuchin, vice president of NFL Digital Media Business Development, believes partnering with YouTube on AdBlitz provides fans with great advertising from the game, including direct access to the NFL spot, teasers and behind-the-scenes content.

And while the destination provides fans with highlights, game recaps, and original series, it also gives advertisers the ability to reach consumers who tune into the game to see the ads, rather than watch the sport, Sadie Thoma, director of U.S. Creative Works, wrote in a blog post.

When excluding those who don't care about sports or don't plan to watch the Big Game, 72% rewatch at least some football commercials before or after the game, according to a Kantar survey.

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NBC's top 30-second spot ad inventory for this year’s game, going for a record $6.5 million, are pretty much sold out.

YouTube also highlights ad teasers, which are in this year. Lay’s created two teasers for its Super Bowl LVI commercial, as did Rakuten.

Viewers can go to AdBlitz to watch all of the Big Game ads and check out playlists for the most comedic, dramatic, action-packed, and inspirational spots. There’s also a list of featured AdBlitz partners, including Turbo Tax, Disney Plus, Toyota USA and Lexus.

There’s a shift in how people enjoy content and entertainment. As digital consumption rises to record highs, sports fans turn to YouTube to find their favorite highlight reels, and in-depth game day analysis, especially around the Super Bowl.

NFL Media and YouTube also partnered to bring audiences the “wackiest plays, biggest bloopers, and laugh-out-loud moments” of the season with the comedic highlights, NFL Follies.

Season One is now streaming exclusively on the NFL YouTube channel.

Some of the favorites from last year include Amazon’s spot featuring Michael B. Jordan as Alexa’s body. Tom Brady and Rob Gronkowski showed the importance of a strong network with T-Mobile, the "GOAT in 5G," and Old Spice inspired people to get off of the couch with a ad for its Old Spice Dynasty scent.





Mobile Marketing

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January 31, 2022 at 09:13AM
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B2B Marketers on the Move: 2022 Brings New Opportunities

1/31/2022

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B2B Marketers on the Move: 2022 Brings New Opportunities

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B2B Marketers on the Move

B2B Marketers on the Move

The B2B marketing landscape consists of swift changes, with growth often happening at a speedy pace that can sometimes be difficult to fully appreciate.

For over 20 years TopRank Marketing has been honored to help some of the world's top B2B marketers and brands elevate and go beyond merely being competitive, to standing out from the crowd with a variety of creative and award-winning successes. In this spirit we regularly like to take a moment to congratulate and honor business marketers, thought leaders, industry influencers and our own team members who have recently advanced in their careers.

When B2B marketers take on new roles in leadership, it's only natural to seek out trusted resources to help them hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for a powerful array of marketers in new leadership roles. We're also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations.

We'd like to extend big congratulations to our B2B technology industry partners, clients, associates, friends and teammates in this third edition of B2B Marketers on the Move.

Celebrating 2022 B2B Marketers on the Move

Tequia Burt
Tequia Burt has taken a new position as editor in chief, LinkedIn Marketing Solutions Blog at LinkedIn*.

"Be brave. Much of the time, we are afraid to bring our authentic and true selves to work, but in order to be an authentic storyteller and marketer who connects with audiences, you can't be fake."

Tequia's keen B2B content marketing insight led her to be featured on our annual list of top B2B content marketing influencers, in "Top 25 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2021."

Rebecca Stone
Rebecca Stone has taken a new position as senior vice president of customer solutions marketing at Cisco.

Marcus Tober
Marcus Tober has taken a new position as head of enterprise solutions at Semrush.

“SEO takes time and patience, and engagement from multiple departments in companies. SEO should be a focus, because when demand rises and advertising costs increase again, starting SEO is too late,”

Marcus' search marketing insight was featured in our look at pandemic search engine optimization (SEO) tips, "Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms."

Elizabeth Williams
Elizabeth Williams has been promoted to director of new business and client accounts at TopRank Marketing.

“The marvelous impact we can make for our clients — for their businesses and for them as marketers and humans — is what keeps me inspired.”

Danny Nail
Danny Nail has taken a new position as director, global ABM COE leader, at Salesforce.

“You have to let go of templatized, old ideas. You have to break free of thinking about things the way we’ve always thought about them, and start really digging into how you can change what you’re doing and make it more efficient, more effective, but be creative about that.”

Danny sat down with our own senior content marketing manager Joshua Nite for our ongoing multiple-season Break Free B2B Marketing video and podcast series to speak about account-based-marketing (ABM) on a global scale in, Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform.

Debbie Friez
Debbie Friez has been promoted to influencer marketing manager at TopRank Marketing.

“I am thankful for almost 7 years of working with the amazing, smart, talented team at TopRank Marketing. Every day I look forward to new challenges and exciting experiences. The best part of my job is learning from the many thought leaders some will call influencers. I truly treasure the relationships I’ve built with so many great minds.”

Brian Hood
Brian Hood has been promoted to vice president, digital product management and marketing technology, at Thomson Reuters.

Jennifer Leggio
Jennifer Leggio has taken a new position as chief marketing officer at Netography.

"I often joke that people don't find marketing; that it finds us. It's a career path for creative empaths who also live and die by the stories that data tells us. These things make us brilliant and impactful, but also make us vulnerable. My greatest advice to B2B marketing up-and-comers is to stay strong and fearless when working with people who don't get us or our craft — because very few do — and keep your eye on the outcomes. There is no greater joy than seeing that final campaign, design, or story win, so never stop pushing for them."

Jennifer has been featured as one of the most influential women in B2B marketing on several of our annual industry lists, including "50 Influential Women in B2B Marketing Who Rocked in 2020."

Jane Bartel
Jane Bartel has been promoted to director of content and search at TopRank Marketing.

“One of my favorite things about good B2B content marketing is that it’s so focused on adding value for the audience More than in the B2C space, B2B content marketers are asking themselves, ‘is the content I’m producing going to help the person consuming it solve a problem?’”

Elizabeth Dieckman
Elizabeth Dieckman has been promoted to director of product marketing at LinkedIn*.

Adolfo Alvarado
Adolfo Alvarado has taken a new position as SEO strategist at TopRank Marketing.

Amber Naslund
Amber Naslund has been promoted to senior manager, marketing solutions, at LinkedIn*.

“Never be afraid to explore paths you hadn’t considered before. Sometimes the most exciting opportunities are the ones that are most unexpected, don’t look like a ladder climb, and weren’t necessarily in your plan. And that feeling of imposter syndrome? It’s really just a sign you’re stepping outside your comfort zone. Say yes to the exploratory call, be courageous, and recognize that the most powerful words in your career journey can be what if?”

Amber has been featured on our most recent annual list of the top 50 B2B marketing influencers, and shared the digital stage with our CEO Lee Odden on an episode of LinkedIn’s Live with Marketers Home Edition, focusing on "The Business of Executive Thought Leadership."

Mia Umanos
Mia Umanos has been promoted to chief executive officer at Clickvoyant.

Alexander White
Alexander White has taken a new position as social media and influencer marketing coordinator at TopRank Marketing.

Jason Miller
Jason Miller has taken a new position as marketing director at CreativeX.

"As a marketer, the best advice I’ve ever been given is to focus on your soft skills. There are a lot of savvy marketers who all know how to do the same things; the differentiator is how you excel at creativity, problem-solving, and communication. Master these skills, and you will not only stand out, but you will also be on the path to becoming a strong marketing leader. I learned this the hard way and paid the price by losing opportunities early on in my career. Map these skills out immediately, double down, and get to work."

Jason was among those featured on our most recent annual list of the top B2B marketing influencers, in "50 Top B2B Marketing Influencers, Experts and Speakers To Follow In 2022," and on our look at "LinkedIn’s List of 24 B2B Marketers You Need to Know."

Amy Otis
Amy Otis has taken a new position as account manager at TopRank Marketing.

Keith Guse
Keith Guse has taken a new position as associate director, social media, at Merck.

Nick Nelson
Nick Nelson has been promoted to senior content marketing manager at TopRank Marketing.

"What I’ve found at TopRank Marketing is an accommodating environment, meaningful work, amazing colleagues, clear avenues for growth, and a real sense of pride."

Christina Stelene
Christina Stelene has been promoted to director of demand generation and digital sales, training and adoption Americas, at SAP.

Danielle Motley
Danielle Motley has taken a new position as account manager at TopRank Marketing.

Waynette Tubbs
Waynette Tubbs has taken a new position as director of content marketing at Oracle.

“Make your customer the hero. Tell your customers' stories about how they solve problems using your product.”

Waynette was featured on our look at some of the inspirational content that leading marketing industry professionals have crafted, in "10 Inspiring Expert Quotes That Honor Timeless Content Marketing Best Practices."

Harry Mackin
Harry Mackin has taken a new position as content strategist at TopRank Marketing.

Anna Griffin
Anna Griffin has taken a new position as chief marketing officer at Intercom.

Kay Stone
Kay Stone has taken a new position as director of social media and influencer marketing at TopRank Marketing.

Mark Barrera
Mark Barrera has been promoted to vice president of audience and content acquisition at TrustRadius.

"Always look at ways to bring value to a business beyond tasks that may be tied to your current role. This allows you to take on more and show that your worth is beyond what it's currently being used for."

Steve Lewis
Steve Lewis has taken a new position as social media manager at TopRank Marketing.

Virginia Brailey
Virginia Brailey has taken a new position as chief executive officer at Xemoto.

"As much as I love marketing and technology, there is nothing better than bringing people with diverse strengths together and building a strong team. If you really want to exceed in the marketplace you need to first succeed in the workplace."

Sam Kirchoff
Sam Kirchoff has taken a new position as internal marketing manager at TopRank Marketing.

"I like working at TopRank because it's one of the only agencies I've worked at where I felt welcomed as the person I was, not the person they wanted me to be. I've worked here twice: once at the very beginning of my career and now, ten years later, as someone with more experience. Both times I've made professional and personal connections that have made a real difference in my life. It's an easy place to feel passion and care for your clients and coworkers because that same energy is reflected all around you. It's an easy place to be."

Brooke Osmundson
Brooke Osmundson has taken a new position as lead of digital marketing at Smith Micro Software, Inc.

Theresa Dorsey Meis
Theresa Dorsey Meis has taken a new position as content strategist at TopRank Marketing.

Sarah McLaughlin
Sarah McLaughlin has been promoted to vice president of marketing at R3 IoT Limited.

“You can achieve any ambition during your marketing career. Don’t underestimate your potential, ability, or worth. I went from high school dropout, to single parent, to VP Marketing with four beautiful daughters. Set yourself goals. Invest in your personal growth. And don’t settle. When looking for your next career move, choose a role, company, or industry outside your current comfort zone. You will grow enormously, both personally and professionally.”

Sara Varni
Sara Varni has taken a new position as chief marketing officer at Attentive.

Art Allen
Art Allen has taken a new position as content strategist at TopRank Marketing.

Abby Johnson
Abby Johnson has been promoted to director of communications at Gray.

"Having a career in marketing isn’t for the faint of heart. It takes hard work, passion, commitment, continuous learning, creativity, and a touch of obsessive-compulsive behavior. But that’s what makes marketers special. Effective marketers today understand this complex, ever-evolving environment and turn challenges into opportunities. At its core, marketing is about creating experiences. We, as marketers, have the power to make these positive or negative. This perspective continues to inspire me."

Abby has been featured in an installment of our annual list of women who rock social media, a tradition that we've continued each year, including our most recently look at "25 Women of Color Who Rocked B2B Marketing in 2021."

Thanks To These Top Leaders For Helping Elevate the B2B Marketing Industry

Thanks to all of the talented B2B marketing professionals 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 "Saluting B2B Marketers on the Move" here.

If you're looking for a change of your own, be sure to check out our list of current job openings at TopRank Marketing on our careers page.

*LinkedIn and SAP are TopRank Marketing clients.

The post B2B Marketers on the Move: 2022 Brings New Opportunities appeared first on B2B Marketing Blog - TopRank®.





Mobile Marketing,SEO

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January 31, 2022 at 09:06AM
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SiriusXM's SXM Media Unveils New 'ID' For Targeting Audio Listeners

1/31/2022

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SiriusXM's SXM Media Unveils New 'ID' For Targeting Audio Listeners

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SXM Media, a SiriusXM company, on Monday introduced AudioID powered by AdsWizz, a digital audio programmatic advertising platform that gives marketers new avenues to reach, target and connect with consumers. 

AdsWizz was acquired by SiriusXM in 2018 for $145 million.

Coming off of a record year, John Trimble, Chief Revenue Officer, SiriusXM, believes the company’s taking another “giant leap forward” with the introduction of AudioID.

“With this new identity solution from AdsWizz, we’ll be able to create better experiences for listeners, greater value for creators and publishers, and even more impact for marketers,” he said.

AudioID is SiriusXM’s most recent investment in audio ad technology and solutions to make advertising across satellite radio, streaming music, and podcasts as simple as pressing play or turning the dial. 

Podcast ad spend reached $160 million in Q4 2021, according to data from MediaRadar, which estimates 104 million Americans now listen to podcasts regularly.

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AudioID for marketers looking to expand beyond television, supporting all types of audio media, like podcasts. From in-car to at home to mobile, the company said its committed to making premium audio advertising intelligent, accessible, and impactful for listeners and marketers. 

The data will enable advertisers to gain a better understanding of the media they should buy.

The technology supports an algorithm that accepts and matches a variety of consented listener signals and inputs, then weighs them accordingly. The “identity solution” responds to ad requests by finding or creating unique, anonymized AudioIDs. These IDs can then be tapped into for everything from reach and forecasting to frequency capping, advanced first-party targeting, enhanced measurement, and more.

AudioID’s U.S.-based identity offering lives within SXM Media. The product leverages datasets across the tens of millions of known Pandora, SiriusXM, and Stitcher listeners, matching them to create AudioIDs.

It relies on zero-party data, data from choices that listeners and subscribers make across the company’s platforms. The goal is to provide a better ad experience for consumers, marketers, and publishers, tapping into listener behavior and preferences in a way that supports the future of identity safety while helping marketers achieve their goals.

AudioID will extend SXM Media’s first-party audience targeting to opted-in, off-platform parties across AdsWizz beginning later in 2022, giving marketers and publishers in the U.S. access to better data and targeting across their audio investment.

The company said the technology is based on an anonymized identity solution that protects consumer privacy. Publishers and marketers maintain control of their data resources.

 





Mobile Marketing

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January 31, 2022 at 06:15AM
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Design Sketch: How Email Marketing Improved Its Look In 2021

1/28/2022

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Design Sketch: How Email Marketing Improved Its Look In 2021

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Most major news about email concerned Apple MPP and vendor consolidation in 2021. But there were developments in other areas — for example, design, according to 2021: The Year In Retrospect, a quarterly report from Essence of Email.

Consider these advances: 

AMP for Email — This may surprise observers who recall that web developer Jeremy Keith resigned from the AMP Advisory Committee, saying that “AMP remains a Google product, with only a subset of pieces that could even be considered open source.”

It must also come as news to experts who say EMP for Email just isn’t being adopted. So what’s the truth?

“Many people think that AMP is another side-project made by Google and that it’s not very useful and it will be cut off by Google, as many projects have been so far,” writes Vladimir Bosheski, deliverability expert at Essence for Email. 

Not so. “The truth is that Google has set this one free and it’s now an open-source project,” Bosheski says. “Even though it’s not supported by Apple, it’s supported by Google, Yahoo, and Mail.Ru and that’s still a big part of the market.”

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3D Imagery  —  Online shopping has become an “almost-real” experience thanks to 3D techniques like photorealism, 3D and isometric illustration, and clever shading.

What did this do for email? It helped email designers “make different email elements pop out, highlight important sections, and make the overall experience enjoyable and interactive,” the study states. 

Typography and 3D Typography — Typography is a great tool for brands that “don’t rely on photography that much. It looks fun, it helps build a hierarchy, it emphasizes copy over design, and it’s great for storytelling in emails.” 3D typography, meanwhile, is “realistic and provides texture and pattern,” it continues.  

Design aside, there also were improvements in SMS, a tool that Essence of Email encourages based on the fact that “74% of consumers prefer texting with businesses if they know that a real person is on the other end. 

For instance, Klaviyo released two-way conversation and “the ability to subscribe at checkout in order to make communication more personal and the process of gathering consent easier and cheaper.”  

And Remarkety launched Multimedia Messaging Services to “help them incorporate pictures, GIFs, videos, or audio into their mobile efforts to grab even more attention and capitalize on mobile marketing.”

But back to the big news: Some users reacted to Apple MPP by “stepping up their own first-party data and prioritizing opt-in messaging,” the study notes. “This meant users could choose if they’d like to receive emails from advertisers and therefore, advertisers can personalize messages so users are more likely to interact. From there, the focus should be on clicks and conversions.” 

 





Mobile Marketing

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January 28, 2022 at 04:19PM
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Wizard Connects Brands And Consumers Via Text Using AI

1/28/2022

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Wizard Connects Brands And Consumers Via Text Using AI

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The conversational commerce platform, backed by industry heavy hitters, is taking a big swing at a new approach to shopping. Get More Ideas With The PSFK Daily Newsletter



Mobile Marketing

via PSFK http://www.psfk.com/

January 28, 2022 at 02:36PM
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