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How to Elevate B2B Marketing with Always-On Influence #B2BMX https://ift.tt/3dxISiA The post How to Elevate B2B Marketing with Always-On Influence #B2BMX appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh February 22, 2021 at 05:15AM
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How 2021 Could Play Out, Given Anticipated CPG Sales Declines https://ift.tt/3pBheDC
For brands, 2020 was about cutting promotions and/or media spending, while rationalizing SKUs and pack sizes—depending on whatever they could quickly produce and distribute. This generated lots of new trial users for companies that could maintain on-shelf presence. “A variety of consumer trends emerged or accelerated during 2020, particularly do-it-yourself,” Scott McKenzie, global intelligence leader at NielsenIQ, tells Marketing Daily. Categories that had performed well prior to COVID-19 found sales grew even more during the pandemic, including plant-based meat substitutes, seafood and dairy—with dollar sales of oat milk growing by 203% in the 52 weeks ended Dec. 26 of 2020, per Nielsen. In a survey of 2,004 U.S. adults by data provider NCSolutions, in late November of 2020, 47% of respondents indicated they had tried new brands and categories since the pandemic began. The new brands people were most open to trying were in snack foods (52%), beverages (44%) and cleaning products (43%). According to research provider IRI, the biggest 2020 brand winners—in terms of new buyers of CPG edibles and household penetration—included Bimbo, Bertolli, Barilla, Goya, Hunt’s, Kikkoman, Kinder, Land O’Lakes, Libby’s, Old El Paso, Prego, Truly Hard Seltzer and Sweet Baby Ray’s. But IRI says “most CPG sales will fall” in 2021, with 65% of edible and non-edible CPG categories expected to decline from their 2020 performance. Assisted by COVID-19 vaccines, people will consume more food and beverages away from home. Given continued economic uncertainty, they’ll also be more budget-conscious and thus looking for value in general and private-label products in particular. “Today, private-label offerings aren’t just knock-offs of popular versions of national brands,” says Joan Driggs, vice president of content and thought leadership for IRI. “We see retailers investing in packaging and sustainability claims, greater levels of on-trend convenience, plant-based products, indulgent products in terms of treats and personal care and premium items—especially around meal components.” Meanwhile, CPG brands are expected to refocus on product innovation and their overall retail execution—including ramping up in-store promotions pushed aside by the pandemic, according to IRI and others. Procter & Gamble remained the biggest CPG advertiser in digital venues in 2020, per data from marketing platform Pathmatics. P&G’s top channel was Instagram. As one of the most prominent companies to jump on the “Facebook Boycott bandwagon in the summer of 2020, P&G met the moment, pulling most ads for the remainder of the year,” Pathmatics noted in a recent report. “That said, much of this budget shifted to Facebook-owned Instagram, which accounted for 40% of P&G’s overall digital spend over the last year.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 19, 2021 at 02:19PM Traditional TV Companies Have A Leg Up In Big-Advertiser CTV Buys: Study https://ift.tt/3dvy6Jt
That was Roku founder/CEO Anthony Wood, speaking yesterday during the company’s Q4 earnings call. Despite Roku’s high double-digit ad-revenue gains, Wood was expressing frustration and/or puzzlement over advertisers spending $65 billion on linear TV in 2020 — even as linear audiences continue to decline and age, while streaming platforms grow and now command half of TV viewing time among 18- to 34-year-olds. On one hand, there’s no question that investment in OTT/CTV is continuing to increase. New advertiser research from Advertiser Perceptions finds that about a quarter of TV screen advertising budgets are earmarked for streaming this year. More than half (51%) of video advertisers, including most of the largest ones, said they plan to increase their video spend over the next 12 months, with the rest keeping it at about the same levels. And among those planning increases, 77% said that their video ad spending is growing at a faster pace than other media. advertisement advertisement On the flip side, the surveys found 51% of advertisers saying they believe that linear TV is the most valuable video platform. (Chart above.) The next-closest were social media (16%) and video sites (15%), followed by DSPs for online/mobile video (9%) and data-driven linear TV (8%). CTV/OTT streaming — along with addressable linear TV — came in at just 6%. Bigger advertisers — those spending more than $25 million — were most likely to indicate a preference for linear TV over video sites or social media, while the reverse was true for those spending under $25 million. Nearly half (45%) of advertisers said they can achieve their reach goals without linear TV, but the overall trend points to increasing use of programmatic TV options and decreasing use of video sites and social media. Further, when large advertisers buy CTV, they’re inclined to use options offered by traditional TV network companies, rather than independent digital video platforms. “Big TV networks have really beefed up their CTV opportunities at the right time,” observed Justin Fromm, executive vice president/business Intelligence at Advertiser Perceptions. When they do buy digital video platforms, advertisers of all sizes say they require assurances, including that ads appear on reputable sites (87%), be paired with brand-safe content (80%), and run within professionally produced video content (79%). It will come as no shock to hear that these reservations about streaming are driven primarily by two big concerns: ad fraud and inadequate measurement systems. Nearly four in five advertisers identified OTT fraud (especially in programmatic auctions) as a concern, and 58% said that the more impressions they buy outside of linear TV, the harder it is for them to know the exact reach, frequency and effectiveness of their overall video ad campaigns. The networks’ CTV platforms are “becoming safe harbors for the largest advertisers as fraud climbs in the medium,” Fromm summed up. “While the major internet platforms will lead in volume of streaming ads, TV network safety is keeping them the gold standard in video as the platforms evolve.” While that’s no doubt good news for the networks’ upfronts (most advertisers said they plan to spend 40% of their budgets for upfront and 60% for scatter, as they did in 2020), three-quarters of advertisers said they’ll be focused on how media companies plan to expand reach while also innovating in cross-screen measurement and personalization. In other words, despite considerable progress on the measurement front, and various efforts to reduce fraud (including growing use of the IAB Tech Lab’s authorized digital sellers list specifications for apps), advertisers are still looking for more accountability from CTV/OTT. Which is only prudent in any new environment. Advertiser Perceptions surveyed 284 advertisers and agencies in November and December for its Video Advertising Convergence Report, and last month also surveyed 300 advertisers about their upfront buying. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 19, 2021 at 02:07PM Winning Engagement: Brands Are Spending More On Messaging https://ift.tt/2OVhxwz Brands are racing to improve their consumer messaging this year, judging by the 2021 Global Customer Engagement Review. Of the companies polled by Braze, 60% plan to increase their customer engagement budgets, while 13% will decrease them. Older companies are more likely to see engagement as an investment priority — with 48% saying they do, versus 39% of young companies. Globally, 61% of U.S. forecast budget increases, as do 66% of those in Asia and 52% in Europe. Among firms that rate themselves as excellent at engagement, 75% are projecting 2021 budget increases, compared with 60% of those that see themselves as good, and 16% who rate themselves in the fair/poor category. The news comes as companies struggle with numerous challenges. The top three are: - Breaking through or standing out in a crowded market - Using or training employees on new technology or approaches - Coordinating messages across channels, devices, and touchponts. advertisement advertisement That last point is critical because customers contacted in even two channels are 73% more likely to make a purchase. And they show an increase of 4.2 times in lifetime value, a 76% longer user lifetime and a 58% spike in 30-day retention. Still, 78% of U.S. companies are concerned that customer engagement metrics aren’t translating into business outcomes. In Europe, 73% of brands say the same thing, as do 68% of those in Asia. Where does that leave email? As yesterday’s channel, judging by these findings. The study notes that “older companies are often email-centric while startups often overuse push notifications.” But that’s not true when email is properly used. Take the case of Grubhub. The food-ordering service sought to create personalized year-in-review emails for each diner, the study says. It sent emails customized by 32 attributes. The results were impressive. “The yearly summary email saw a 100% increase in social media mentions year-over-year and a 18% lift in word-of-mouth referrals to the app–all from a campaign based on first-party data from Grubhub diners,” the study says. Financial services firms are busy adding other channels. When they add in-app messages and mobile push to email, they enjoy a 2.3X increase in customer lifetime value and a 3.6X hike in 30-day retention. Here’s more finding: Of firms that rate themselves as excellent, 67% have exceeded their revenue goals, versus 44% of those that say they are good, and 14% who describe themselves as fair/poor. And, by the way, 93% of U.S. companies say they’re excellent, versus 88% of Asian outfits and 82% of those in Europe. Braze surveyed 1,300 VP-plus marketing executives at consumer-facing brands. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 19, 2021 at 12:18PM
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Most Top Roku, Amazon Fire Apps Now Use IAB's Mobile Programmatic Fraud-Fighting Spec https://ift.tt/3axc7Qv Amid growing reports of programmatic OTT/CTV ad fraud, the IAB Tech Lab introduced authorized digital sellers list specifications for apps in March 2019: ads.txt for digital sellers and app-ads.txt for mobile. The Authorized Sellers for Apps specs, which have had a few updates since launch, help deter ad fraud — particularly the practice of spoofing, or tricking advertisers into pay for ads that weren’t delivered to the promised audiences — by allowing publishers to publicly declare the companies they authorize to sell their digital inventory. Now, ad fraud intelligence and marketing compliance platform Pixalate has produced the first reports showing levels of adoption of the app-ads.txt spec by leading CTV apps on Roku and Amazon Fire TV devices. The topline results: 80% of the top 500 and 94% of the top 100 Roku apps, as well as 62% of the top 500 and 85% of the top 100 Amazon Fire TV apps, had app-ads.txt by the end of 2020. (The top apps lists are based on number of programmatic ads sold, net of invalid traffic/IVT, as measured by Pixalate.) Among the top 20 apps with app-ads.txt on both Roku and Amazon Fire TV, Hulu and Sling TV led the way on Roku, while Sling TV and Tubi led on Amazon Fire TV. Roku App Adoption Stats Between Q1 and Q4 2020, the total number of Roku apps with the app-ads.txt spec rose 9%. The number of kids/family Roku apps with the spec rose 66% -- possibly in response to children staying home during the pandemic, according to the analysis. Categories seeing declines included movies/TV, educational, music, and news/weather, each of which was down 7%. (Declines can indicate removals of the spec or an increase in the number of new apps in a category that do not have the spec.) Google and SpotX are most-listed as direct or reseller partners among both the top 500 and top 100 Roku apps, but companies including AppNexus, Magnite, Verizon Media and FreeWheel closely follow. Among Roku app categories, RhythmOne is the most-listed direct partner, and Magnite is the most-listed reseller partner. Fire TV Adoption Stats The total number of Amazon Fire TV apps with app-ads.txt rose by 10% during the year. Thirty-four percent of Fire TV apps in the news category had app-ads.txt by year-end. While the lifestyle and kids categories each saw a 3% increase in adoption, several categories saw declines — including business (-15%), movies/TV (-9%), and sports and music/audio (each down 5%). Again, Google and SpotX are most-listed as direct or reseller partners among both the top 500 and top 100 Fire TV apps, again closely followed by companies including AppNexus, Magnite, FreeWheel and Verizon Media. As with Roku, among Fire TV app categories, RhythmOne is the most-listed direct partner, and Magnite is the most-listed reseller partner. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 19, 2021 at 06:17AM
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B2B Marketing News: New Influencer Marketing & Social Reports, LinkedIn’s B2B Engagement Study, & Google My Business Gets Messaging https://ift.tt/2ZxGMHo LinkedIn Provides New Tips on How to Create Engaging B2B Content [Infographic] LinkedIn (client) has launched a new 17-page guide offering B2B marketers tips, statistics and a variety of insight and examples surrounding the production of successful B2B creative on the Microsoft-owned platform, the firm recently announced. Social Media Today 2021 Social Media Industry Benchmark Report Overall social media posting frequency has fallen, while engagement has declined on Instagram, according to newly-released report data from Rival IQ, which also found that platform-specific hashtags have seen growing success. Rival IQ Dentsu Finds 'Social Good' Branding Attitudes Index High Among Most Nations, Less So In Japan Brands that actively promote a variety of social good initiatives garner positive attitudes towards those brands, according to recently-released global survey data of social media users, examining how social media user attitudes differ in various nations. MediaPost Facebook is Reportedly Developing its Own Clubhouse Clone Facebook has begun development on its own incarnation of the popular new Clubhouse audio-call-based communication app, according to The New York Times, in a move that aims to bring Clubhouse's functionality to the social media giant's platform. Social Media Today What B2B Marketers Need to Know About LinkedIn [Infographic] 45 percent of those who read articles on LinkedIn are high-level decision makers, and the social platform generates 80 percent of overall B2B social media leads — two of several statistics of interest to digital marketers contained in a new infographic focused on LinkedIn for B2B sales and marketing. MarketingProfs Media buying’s ‘race to the bottom’ on price may be over, finds study Quality purchases of advertising are more valued among marketing professionals than commodity ad buys, with 92 percent of marketing and media professionals noting that advertisers that treat media as not just a commodity buy are at an advantage, according to recently-released survey data. The Drum State lawmakers override veto, become first in nation to tax online ads Maryland has imposed a tax on digital advertising, becoming the first state in the U.S. to implement such a tax, in a move that could both affect B2B marketers and be a harbinger of similar taxes from other states, and Ars Technica takes a look. Ars Technica Apple Tests New Search Ad, Moves To Become Safe Advertising Supplier Apple had begun testing digital advertisements in its app store, in the form of search ads that appear as suggested items before a search is conducted, a move that comes as part of the technology giant's app tracking transparency policies. MediaPost Google My Business adds messaging to desktop interface Google has incorporated messaging into the Google My Buusiness desktop version, which had previously only been available via mobile. With the new communication feature rollout, businesses can chat with customers from within the standard web Google My Business interface, the search giant recently announced. Search Engine Land The State of Influencer Marketing 2021: Benchmark Report A greater number of brands have shifted their influencer marketing focus to generating tangible results, with 38.5 percent of marketing professionals saying campaigns should be gauged by resulting conversions and sales, while 32.5 percent are most interested in the engagements generated from influencer marketing campaigns — two of many insights of interest to digital marketers contained in newly-released influencer marketing report data. Influencer Marketing Hub ON THE LIGHTER SIDE: A lighthearted look at “the status quo and resistance to change” by Marketoonist Tom Fishburne — Marketoonist Guy Who Summarizes Pay-Walled Articles in the Comments Nominated for Pulitzer Prize — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: New Influencer Marketing & Social Reports, LinkedIn’s B2B Engagement Study, & Google My Business Gets Messaging appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh February 19, 2021 at 05:35AM Brand Safety For CTV Comes First, Performance Is A Close Second https://ift.tt/3bnisNE Big-brand TV advertisers are now more likely to go to a TV network-owned streaming platform. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 18, 2021 at 05:25PM Google Services Just The Beginning Of Subscription-Based Offers In 2021 https://ift.tt/2Nbd7kM Apple created the hardware, and then a services business. Subscriptions followed, no doubt to offset any future declines in advertising based on antitrust lawsuits. In any case, 2021 will be the year of subscription services. While the majority of Google’s apps are free, based on the ability to offset the costs with advertising, the company during the past few years has built several paid-service tiers led by YouTube for streaming television and music. As 9to5google points out, The Google Store pretty much advertises offerings with a dedicated subscription landing page. What does that mean for brands? "Good question," said Jonathan Kagan, vice president of search at Cogniscient Media, a 9Rooftops brand. When asked whether it would lower the price for advertising, he said this was unlikely. "Google never does anything that makes them less money," Kagan said. "You can lower the base price, but it will bring them in more volume, theoretically." advertisement advertisement But the company might want to further diversify its products and services based on any restrictions that forthcoming antitrust lawsuits may bring. On the home page it reads: "Your subscriptions work better with our packages." Those packages are broken down into Video Entertainment, Audio Entertainment, and Security. There are bundles and plans for services such as phone, television, music, and security. These services generate combined data, along with Nest, which Google insists are tying with users' Gmail accounts.
In November, TripAdvisor said that “in a couple of months” it would offer consumers a subscription service. Those who buy into the package will initially get discounts on tens of thousands of hotels worldwide, and discounts off attractions sold through the service, which were last counted to number nearly 400,000. Microsoft is looking not only at software subscriptions, but Xbox Series X and Xbox Series S game console subscriptions, such as Xbox All Access, which is the ability for Microsoft to combine Game Pass plus a hardware purchase into a $24.99-a-month or a $34.99-a-month subscription. The hardware and services are bundled -- something Microsoft CFO Xbox Tim Stuart said “we haven't had in the past” during the company's earnings call. During the summer, Twitter posted a job for an engineer who could help build a subscription-revenue platform, after realizing the importance of a diverse revenue mode, whether direct-response or subscriptions and commerce. In the company quarter, Twitter will experiment with regard to premium services that consumers and businesses may choose to pay for, Ned Segal, Twitter CFO, said on the company's latest earnings call. "You'll see us try all kinds of different things," he said. "It could be higher-quality video. It could be analytics. It could be business presence. It could be the ability to look at something in a different way than you might be able to today." During the next few quarters, he said, the industry will see Twitter experiment with subscription service ideas for tangible revenue opportunities. Services aren't something Google has really focused on in the past, but they are now, and that’s why this is important. This Inside Performance column was previously published on December 29, 2020 in Search & Performance Marketing Daily. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 18, 2021 at 12:52PM Comscore, MediaMath Launch Programmatic Contextual Targeting In Latin America https://ift.tt/2NlLd5k Comscore and MediaMath have launched a programmatic contextual targeting solution for connected TV, video, mobile and desktop in Latin America. The solution is designed to offer brand safety combined with contextually relevant targeting for Spanish, Portuguese and 40-plus additional languages for advertisers/ad buyers using MediaMath’s demand-side advertising platform. In addition, in Brazil and Mexico, Comscore is offering cookie-free age and gender demographic targeting across the four platforms. The CTV and video contextual capability uses frame-by-frame visual recognition and second-by-second audio processing to provide categorization of the full content, avoiding reach limitations that can occur with less sophisticated contextual approaches, according to Comscore. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH February 18, 2021 at 08:59AM
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Break Free B2B Marketing: Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change https://ift.tt/3qJsrmQ For more than a decade our team at TopRank Marketing has fostered a potent community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries. When it comes to B2B influencer marketing, it's only natural to wonder just what an influencer actually looks like? In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a powerful selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their industry. Every successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.” Holding all of these qualities and many more is Sarah Barnes-Humphrey, CEO at Shipz, who we’re delighted to be profiling today. Supply chain: the steps that need to be taken in order to get a product or service into the hands of the consumer. It's a complicated process, and it's one that matters to many B2B marketers. Why? Because if the supply chain breaks down, you won't have anything to market. A successfully managed supply chain can weather unforeseen circumstances — like a surprise year long quarantine — while helping businesses to reduce cost and remain competitive. Sarah Barnes-Humphrey is a pro when it comes to talking about supply chain. She's the CEO of Shipz Inc., bridging gaps between shipping providers and mid-market importers. She hosts the Let's Talk Supply Chain podcast, covering topics that matter to those in the supply chain business. She's been labeled as one of the Top 100 Women Leaders in Supply Chain and has earned that distinction over a successful twenty year career. Long story short: if you want to learn something about the role of the supply chain in modern business, you're going to want to hear what she has to say. These reasons are precisely why TopRank Marketing’s own Joshua Nite interviewed her for today’s new episode of the Break Free B2B Marketing interview series. Break Free B2B Interview with Sarah Barnes-HumphreyIf you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
The post Break Free B2B Marketing: Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh February 18, 2021 at 05:31AM |
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