https://ift.tt/I2eFlvy
5 Helpful Ways B2B Marketers Can Achieve Content Approval https://ift.tt/3qH1wAk The “Wild West” of content marketing stuck around longer than we may have imagined, but COVID-19 well and truly brought it to a close. These days, 82% of marketers use content marketing, over 40% of marketers say content is a very important part of their strategy, and 70% plan to actively continue investing in it in the long term. If content marketing is such big business now, however, why does so much of it still feel distinctly lawless? Nowhere is that more true than when it comes to actually getting either client or internal approval for your content. You go to all the work of producing your stuff, send it to the people in charge, and then… you’re at their mercy. And often, your content disappears then and there. There’s a better way to work content approval, and it’s all about process building. Securing content approval is a part of your workflow like everything else, and like everything else, it’s more effective when you have a plan. Follow these five steps to create your own plan for content approval, and you’ll find yourself spending a lot less time bitterly running down approval and a lot more time actually planning for your team’s next big splash. 1 — Standardize the Lead-UpThe last few times your content got trapped in pending purgatory, was it really because your approver got picky about back-and-forth edits? Sometimes, sure, but usually the issue is simpler… and, unfortunately, closer to home. Chances are, in fact, you don’t know exactly where the bottlenecks are that hold up your content approval process. THAT is the biggest problem. You’re not alone, either. According to a survey by the Content Marketing Institute, 42% of content marketers said that content production flow was one of their biggest challenges for the upcoming year. Meanwhile, a DIFFERENT survey by the CMI found that only 42% of content marketing teams have a formal content workflow in place. When you don’t know what you need to see a piece of content from conception to publication, a lot of your content never reaches the approval phase at all. Instead, it gets wrapped up in “where were we at with that piece, again?” territory… until everyone forgets about it. Then, if it DOES see the light of day, everyone’s forgotten what it was for… and you’re back to square one. There’s a straightforward solution: a content workflow. Create a tight, simple game plan for publishing and follow it for every single piece of content you create. At every turn, you should know: A: Where a piece is in the process B: Who’s in charge of the next step C: When they plan on completing the next step D: Who they will send their finished work to E: Repeat The more you can standardize and streamline your content creation process, the more consistently a clear, relevant piece of content reaches an approver who knows what they’re looking at at. Making that moment happen is the single best way to improve your approval rate. [bctt tweet="“Create a tight, simple game plan for publishing and follow it for every single piece of content you create.” — Harry Mackin" username="toprank"]2 — Simplify & Assign Workflow Deadlines — Internally & ExternallyOk, so you’ve got your workflow established. Great, that’s the easy part. Now you actually have to commit to using it… every. single. time. That means two things: you have to keep it simple, and you have to keep it moving. 85% of CEOs blame internal complexity for their failure to grow and deliver sustainable performance, and it’s the mindkiller of many a content workflow, too. As a general rule, you should be able to write out your content workflow — with the names, positions, content info, and description of the role of each participant at every step in the process — for each piece of content you produce. Next, you have to avoid the dreaded “content by committee.” Keep as few people plugged into the process as possible. Have these people work closely together to understand each other’s processes and get to know their roles. Assign concrete deadlines for each of these steps, whether the person in charge of seeing them through is internal or external. Assign a project manager to keep track of these deadlines and ensure everyone is on pace. Remind your client or approver of these deadlines, why they matter, and why they need to keep up with them. [bctt tweet="“Write out your content workflow — with the names, positions, content info, and description of the role of each participant at every step in the process — for each piece of content you produce.” — Harry Mackin" username="toprank"]3 — Make It About Them, Not YouFailure to get content approval usually stems more from communication breakdown than a problem with the content itself. Somewhere, the wires get crossed — either the client doesn’t explain what they’re looking for or the creators misunderstand intent and take the wrong tack — and then when the approver's handed the document, they don’t know what they’re looking at… or how it helps them. This failure may not rest with the content, but it does rest with the process. According to a recent Accenture survey, only 19% of marketing leaders felt they had clear objectives when creating new content. According to another study, 43% of B2B marketers only “sometimes” define their content marketing KPIs! If your own content marketers don’t know what they want to do with their content, how are the people in charge of approving it even supposed to know what to approve it for? Instead, they receive nebulous content that’s disconnected from their business, their goals, and their ideas about how to propel their brand… and they’re not interested in reading it, much less approving it! It’s not enough for your team to know why they’re producing their content (though, you know, they should) ; your clients need to know, too. What do they want this content to accomplish? Why is that the goal? How will this piece accomplish that? If you want content approval, you have to show your approver why they should care about your content. To do that, you need to show them exactly why your content marketing matters to them. [bctt tweet="“If you want content approval, you have to show your approver why they should care about your content. To do that, you need to show them exactly why your content marketing matters to them.” — Harry Mackin" username="toprank"]4 — Collaborate with Stakeholders From the JumpIn fact, goals are important for buy-in across the board, not just with your client. There are all kinds of stakeholders in any piece of content — from collaborators to contributors to subject matter experts to field sellers. They all should be invested in your content, because it stands to benefit all of them. But, as you’re probably all-too-aware… that isn’t always how it goes. If the only people who care about your content are the team members making it, you have a big problem. If your client’s team or your approver doesn’t understand why they should care about your content, why would they? Now imagine if, instead, everyone cared about your content. The sales and marketing teams are excited for the new narrative that informs their own strategies. The clients and approvers are excited to see how the content will move their own agendas forward. Your content producers are excited because they have enthusiastic buy-in and they feel like what they’re doing matters. This kind of enthusiasm isn’t as hard to achieve as you may think: you just need to get everyone involved. Ask all stakeholders what they want from the content at every point in the process. Figure out what would make them excited to speed the content through to approval, and then provide it! When your content finally hits the approver's desk, they shouldn’t just know what it is — they should be excited to see it happen. [bctt tweet="“If the only people who care about your content are the team members making it, you have a big problem. If your client’s team or your approver doesn’t understand why they should care about your content, why would they?” — Harry Mackin" username="toprank"]5 — Optimize Your Approval ProcessWhen you’ve got your goals locked-in and your whole team is enthusiastic about making them happen, you’ve laid all the groundwork for the most impactful step of all: re-envisioning and optimizing the approval process itself. Now that you have goals and KPIs established, you have something concrete to check your content against. Instead of approval being a nebulous process combining pitching, editing, revising, critiquing and a little begging, you’ve given your approver definite goalposts to think about when reviewing. When your approver collaborated throughout the process, this new approach to approval becomes even more effective. Your approver already knows exactly what you’re going for with this content, so they’re free to critique how effectively they think you’ll pull it off. Best of all, informed approval paves the way for truly meaningful feedback. Without a clear understanding of goals, feedback becomes nebulous, undirected, and often circular — just like the approval process itself. With goals in place, however, all feedback can focus on how you can better achieve what you’re trying to do, which will make any edits far easier both to communicate and to implement. For more tips on how to bring your content marketing process out of the Wild West and into the age of business, keep up with the experts at the TopRank Marketing blog.The post 5 Helpful Ways B2B Marketers Can Achieve Content Approval appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/d9N2Scy February 21, 2022 at 05:36AM
0 Comments
https://ift.tt/JnovNX3
Ex-Ambassador Can't Force Google To Remove Telegram, Judge Rules https://ift.tt/YZ94hka Former U.S. ambassador to Morocco Marc Ginsberg can't proceed with a lawsuit that aimed to force Google to remove the app Telegram from the Play Store, a federal judge has ruled. In a decision issued Friday, U.S. District Court Judge Beth Labson Freeman in San Jose, California ruled that Section 230 of the Communications Decency Act protected Google from lawsuits over apps created by third parties. She dismissed Ginsberg's lawsuit with prejudice, meaning that he can't amend his claims and bring them again. The dispute dated to January of 2021, when Ginsberg and an organization he founded, Coalition for a Safer Web, claimed that Telegram violated Google's policies against “hate speech.” Ginsberg alleged that the messaging app is used by extremists, and is the “preferred Neo-Nazi/white nationalist communications channel.” advertisement advertisement Telegram says it doesn't process any requests to take down private chats or group chats, but will remove illegal content on its publicly available channels, and will block terrorist channels. Ginsberg claimed that Google negligently caused him emotional distress by allowing the app on the Play Store, and that Google violated a California law regarding unfair business practices by failing to enforce its developer guidelines. Those guidelines include prohibitions on apps that promote violence or incite hatred based on ethnic origin, religion and other characteristics. He sought monetary damages and an injunction requiring Telegram's removal from the Play Store. Freeman threw out all of the claims, ruling that Section 230 protects Google from liability for content created by third parties. “Plaintiffs do not allege that Google helped to develop Telegram or created any of the online content giving rise to this lawsuit,” she said in a 14-page ruling. She added that even without Section 230, Ginsberg would not have been able to proceed with his claims for several reasons, including that he had not shown how Google's alleged failure to remove Telegram caused him emotional distress. “While the court is sympathetic to Ambassador Ginsberg’s apprehensions regarding religiously motivated violence, the alleged connection between Google’s conduct and Ambassador Ginsberg’s emotional distress is too attenuated,” she wrote. Freeman also said Ginsberg would not have been able to proceed with claims regarding claimed violations of California's unfair competition law, because his allegations -- even if proven true -- wouldn't show that he suffered any economic injury. Ginsberg filed a similar lawsuit against Apple over Telegram at around the same time he sued Google. That matter is still pending. Mobile Marketing via MediaPost.com: mobile https://ift.tt/aKEk52B February 20, 2022 at 10:05PM
https://ift.tt/lQ03NsJ
TV Gets Bigger -- And Smaller https://ift.tt/xWsp1l0 The following was previously published in an earlier edition of Media Insider. I bought a new flatscreen. The one I had worked fine, but it seemed a bit on the older side. It didn’t have an ARC connection, so getting a new sound bar was going to be problematic. Diving into the world of screens got me thinking about how much video has changed, with screens getting both bigger and smaller, and programs getting both longer and shorter. Let’s start with screens. I got a 55” LG OLED after a brief flirtation with Samsung. Suffice it to say, the LG picture is dramatically better than my old screen. The images are dramatic, and the phrase 4K, which I understood technically but hadn’t really grocked aesthetically, is spectacular. And my old TV, while a flat screen, was “TV,” while the LG is much more of a theatrical experience. advertisement advertisement I’m watching more feature films in a home theater setting, with 7.1 Surroundsound and films like "The Matrix" now being released on the same day in both theaters and on streaming services. Yes, I still go to the theater -- when COVID variants allow -- but certainly less. “Dune” was great in the theater. So was “Nightmare Alley.” But for most of what is coming out of Hollywood these days, I’m increasingly happy with my new flatscreen. So TV is getting bigger, and more like Hollywood. But, at the same time, the nature of video consumption on the web has changed in measurable and remarkable ways. Last week, in what has to be a surprise for lots of media makers and consumers, TikTok hit an extraordinary milestone, becoming the most popular website in the world. According to a recent report by web performance and security firm Cloudflare, TikTok beat Google in terms of internet traffic, to become the most-visited platform in the market in 2021. If videos on streaming services are long, and getting longer, TikTok is the exact opposite. The Beatles documentary on Disney+ is 8 hrs long. TikTok videos are 15 seconds, with the length extended to 60 seconds, and for some users up to 3 minutes. But there’s risk in posting longer videos. On TikTok, it’s all about engagement, and completion rates, so the longer you go, the bigger the chance that people won’t stay engaged or finish watching. Larger screens make the home video experience more like the theatrical experience -- certainly not the same, since you can pause it, answer the phone, check your email. Filmmakers say -- rightly so -- that the theatrical experience is about immersion, and home video is more trivial and less engaged. But fight as they will to keep serious film audiences, and blockbuster event films in theaters, my new LG TV tells me that the future of film is going to continue its shift to home theater viewing. At the same time, the growth in mobile video -- as exemplified by TikTok’s unprecedented growth -- makes it clear that shorter video is also on a meteoric rise.TikTok’s revenue surpassed YouTube’s revenue. 56% of YouTube’s revenue comes from the United States while only 6% of TikTok’s $90.7 million in revenue comes from the U.S. as of 2020, according to Mediakix. The growth in both big and small video is evidence of the relevance and rise of video as the predominant communication platform. Big films tell sweeping stories, while TikTok tells stories that are personal, and authentic. Both voices matter. And the idea of video as a teaching tool, a platform to show users how to solve problems, install software, and understand complex concepts, will only grow. Video is bigger. Video is smaller. Video is immersive. Video is handheld. Whatever story you want to tell, there’s a screen experience to tell it on. Mobile Marketing via MediaPost.com: mobile https://ift.tt/56Fcv3n February 19, 2022 at 01:02PM
https://ift.tt/HNTtoPO
WAZP’s Decentralized Approach Reduces Supply Chain Length https://ift.tt/KOBJqAP The 3D-printing pioneer has created an innovative, purpose-built, on-demand supply chain that makes 3D printed mass-production accessible, affordable, and impactful. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 18, 2022 at 04:49PM
https://ift.tt/RKShY5s
Knot Standard Creates Custom Clothes Through A Mobile App https://ift.tt/pW2IVb1 Custom clothing company Knot Standard’s AI-powered, on-demand platform is revolutionizing traditional retail. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 18, 2022 at 04:41PM
https://ift.tt/9AUpkhP
Amazon Provides Sellers With Tools To Find Their Niche https://ift.tt/RB3QNwb Amazon’s Product Opportunity Explorer is a next-generation feature for ecommerce sellers that helps them better understand and respond in real-time to customer demand for new product ideas. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ February 18, 2022 at 04:34PM
https://ift.tt/vsQMH7A
QR Codes For TV: Insights From An Insider https://ift.tt/0wmZtEA Suddenly, QR codes for TV campaigns have never had so much buzz. You know the reason: The bouncing QR-code Super Bowl ad that pulled so much response that it crashed Coinbase’s server. But the reality, as I first reported here in November 2020, is that QR codes have been seeing an upsurge in the U.S. since the pandemic presented a pressing need for no-contact solutions for payment and other purposes. That coincided with the big boost in connected TV (CTV) viewing and advertising driven by lockdowns starting in Q2. Result: After the usual limited use of QR codes by CTV advertisers during pre-pandemic Q1 2020, the number of advertisers using them and the impressions generated rose by double- to triple-digit percentages in subsequent quarters of the year. advertisement advertisement CTV ad platforms report that the growth trend was not just a flash in the pan. And with smartphone saturation reaching new levels, eMarketer/Insider Intelligence has projected that the number of U.S. smartphone users scanning a QR code will grow from 83.4 million this year to 99.5 million in 2025 (chart above). They also did a 2022 marketing/tech trends survey that found 75% of respondents saying that they’re interested in using more QR codes in the future. Retailers, quick-serve restaurants and supermarkets looking to drive consumers to offers, ecommerce sites, menus and the like have been the most prevalent users, but CTV advertisers in a variety of categories are starting to employ this user-friendly interactive device to drive viewers to second-screen experiences of many types. The codes’ attractions include the ability to increase attention to ads and drive action or conversion with a simple mobile phone scan, without disrupting the viewing experience, capture user data seamlessly, and drive analytics for tracking and optimizing performance. (Using static QR codes is free, but after free-trial periods, dynamic codes usually require a subscription.) We asked Tim Armstrong, founder and CEO of QR code tech company Flowcode and a former CEO of AOL, to share some thoughts on usage trends and a few points about best practices and common missteps. Flowcode has been testing QR codes in TV campaigns since its launch more than two years ago, and Armstrong — no slouch at marketing himself — stressed that advertisers shouldn’t “go it alone.” They can best optimize use of the codes by leveraging the knowledge and best practices gleaned through numerous campaigns over time, as well as analytics and proprietary code-tech advancements or features, he says. (For example, Flowcode claims to be the only code that incorporates its privacy policy to let consumers and brands know how their data is used.) Asked why QR codes are gaining in popularity for TV campaigns, Armstrong said that when people scan them, “they are choosing to interact with a brand versus being algorithmically served. They are choosing who to share their data with and the level at which they opt in. We also believe that for businesses, connecting to customers directly is more profitable and effective than renting user data from the big tech companies that leverage brands’ data against them and sell it to their competitors.” “There are a lot of different people in the QR ecosystem because of the multitude of use cases,” Armstrong says. “Who at your company is thinking about what the customer wants most? The answer is different everywhere. “Among the TV advertisers, content owners and networks we work with, marketing sets the KPIs and creative puts it into the wild, working with our team on elements including code time on screen, call to action, code placement, scan education, post-scan experiences and more. But the initial decision to try QR codes may originate with bold CMOs, or even CEOs, who want a more direct relationship with the customers they serve.” As for what works and doesn’t work with QR codes in general and TV in particular, here are some of his key points: “From a shoppable TV perspective, the branded code that corresponds to the brand or the item being sold on screen creates higher scan and conversation rates. It’s also about the data and analytics that help brands understand the calls to action and the creatives being tested. “When working with partners, we focus on being deliberate about code size, code placement, call to action, post-scan experiences and scan education. QR codes do the navigation for you, and it’s important to send viewers to content in context, like a specific landing page or product description page, not your homepage.” *The bigger the code, the better the performance. *Longer time on screen and prominent, explicit value propositions, like a discount or giveaway, increase scans. “Scans will always be proportional to the value exchange. Direct call to action is key, and viewers prefer surprise and delight over ‘learn more’ or ‘scan for more information.’” *Placements of unique codes help brands understand comparative analytics. Unique codes and data sets can be used to track and evaluate individual variables such as different offers, creative or calls to action, and channel placement. *Smart use of visual and verbal “scan education” can lift scan engagement by up to 10 times. These can be graphic inclusions in the code itself, or worked into voiceovers or the ad script. “The most successful marketing comes with a clear and distinct instruction for the viewer,” Armstrong sums up. “QR scanning is no exception.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/v8USPL2 February 18, 2022 at 02:37PM
https://ift.tt/k8IC1BE
Yahoo Takes ID-Free Targeting To The Web https://ift.tt/mR7ofPn Yahoo first launched its ID-less targeting option, Next-Gen Solutions, for mobile in-app environments in 2021, enabling audience reach and monetization independent of mobile app IDs. Now the company is bringing it to the open web. The contextual targeting tool uses machine learning and real-time data signals to provide omnichannel targeting and buying across non-addressable inventory in the Yahoo DSP. Now, Next-Gen Solutions is available for the open web. Publishers who adopt Next-Gen Solutions for web must also have adopted Yahoo ConnectID, which enhances audience matching and enables advertisers to deliver more relevant messaging. Iván Markman, chief business officer at Yahoo, believes content is a crucial element to audience creation, but alone it's insufficient. Tests show contextual signals contribute less than 50% to the inferred audiences' accuracy, which means if the advertiser only relies on content the company’s missing an opportunity to target audiences with a high level of accuracy. advertisement advertisement Yahoo also has a cookieless identity solution, Yahoo ConnectID, which works in environments where identity is available in other forms. When identity isn't available, Yahoo's Next-Gen Solutions leverage billions of real-time signals to help advertisers deliver relevant experiences and publishers monetize better. Yahoo ConnectID has been adopted by more than 12,000 publisher domains, including BuzzFeed, The Arena Group, CafeMedia, Chegg, and Newsweek. Any publisher that has adopted Yahoo ConnectID now has access to Next-Gen Solutions for web. As the ad ecosystem moves away from browser cookies and app advertising IDs, advertisers and publishers need something more. Today, 30% of ad opportunities are without advertising IDs, with more than 75% of all ad opportunities expected to be identity-less by 2024. In early testing, the Yahoo DSP increased spend on publisher’s non-addressable supply by more than 25% when publishers adopted Next-Gen Solutions. Chegg, specifically, saw an 86% increase in Yahoo DSP spend on its non-addressable supply. For advertisers, Next-Gen Solutions rose nearly 40% in incremental reach on non-addressable web inventory. Some 49% of nearly 100 marketers surveyed are looking to contextual advertising to replace cookies, according to a study by GumGum, a global media and tech company focused on contextual advertising. The study -- sponsored in partnership with Brand Innovators and conducted by an independent third-party researcher -- also showed that most marketers who responded expect to increase their digital and mobile ad spends as the ad industry moves to a cookieless future. Some 56% of respondents said they were aware that “contextual advertising” is often cited as a solution to the upcoming post-cookie environment, whether or not it’s the best choice. While only 27% of respondents stated they were “very familiar” with contextual advertising, 41% acknowledged they were somewhere in the middle -- neither overly familiar or overly unfamiliar -- highlighting the gap and need for deeper education about contextual technology. Mobile Marketing via MediaPost.com: mobile https://ift.tt/v8USPL2 February 18, 2022 at 01:47PM
https://ift.tt/k8IC1BE
Google NBA Sponsorship Debut Highlights Real Tone In Pixel Campaign https://ift.tt/lvxFbTA Google last year became the Official Search Trends Fan Insights Partner and Search Engine for the National Basketball Association (NBA), NBA G League and NBA 2K League, as well as the league’s Official Fan Phone, Pixel, in a multiyear partnership. This weekend’s NBA All-Star Game kicks off the partnership with two television spots and a campaign that highlight a feature called Real Tone, which brings out the nuances of skin tones. Camera technology hasn’t historically accurately represented darker skin tones, so as part of Google’s commitment to increase the accuracy of images, creatives at the company collaborated directly with a range of image experts who work with people of color. The outcome, building Real Tone into the Google Pixel 6 mobile phone. Celebrating the weekend by continuing to shed light on the issue of image equity in camera technology, Google is sponsoring the inaugural HBCU Classic game between Howard University & Morgan State University. advertisement advertisement Google and photographer Shaniqwa Jarvis teamed up to produce a fresh take on the classic team photo and headshot, using Real Tone. The company touts the feature as having the ability to accurately represent distinct skin tones and, through the variations, bring out individual personalities. Jarvis’ portraits will appear across TNT this weekend in new spots debuting during Friday’s Clorox Rising Stars and Sunday’s All-Star Game broadcasts, respectively, in-arena during Saturday’s HBCU Classic and across social media. The images feature behind-the-scenes content from Jarvis’ HBCU photoshoots as a reminder for fans to tune into Saturday’s HBCU Classic. On Saturday, during the HBCU Classic, Google Pixel will debut its 30-second spot, featuring additional footage and dialog, where she says “historically, film and even phone cameras were developed for black and brown skin like mine.” The 30-second spot also runs on Sunday during the 71st NBA All-Star Game. As part of the agreement with the NBA, Google Search Trends and Insights will serve up in the arena. Fans at each event prior to the game will see videos encouraging them to guess the most searched answer across a number of questions. Emcees will introduce the activation and add color commentary throughout the videos. The ads running during the NBA games this weekend are a continuation of the Seen On Pixel campaign that launched earlier this month. The company partnered with Lizzo, an American singer, rapper, songwriter and flutist. The ad shows old pictures featuring individuals with dark complexions. They express their frustrations being photographed, the camera always makes them too dark or shiny. The ad for Real Tone shows the capabilities of Google’s Pixel 6 by featuring pictures taken on it of several people throughout key moments in life. Mobile Marketing via MediaPost.com: mobile https://ift.tt/v8USPL2 February 18, 2022 at 08:07AM
https://ift.tt/ZuLcG8e
B2B Marketing News: B2B Content Marketing Purpose Study, LinkedIn’s Top Marketing Skill Data, & Google’s New Search Ads 360 Features https://ift.tt/6i2m0u4 The Purpose of Content Marketing for B2B vs. B2C Brands 88 percent of content marketers say that creating brand awareness is the primary purpose of content marketing, with 79 percent noting audience education, while some 78 percent said building increased trust and credibility — three of several statistics of interest to B2B marketers contained in newly-released survey data. MarketingProfs New LinkedIn Data Shows the Top Digital Marketing Skills Currently in High Demand Digital marketing specialists and account executives joined social media managers as the most in-demand marketing occupations, while digital marketing, advertising, and social media skills had the biggest mismatch when looking at job supply and demand, according to recently-released LinkedIn (client) survey data. Social Media Today [bctt tweet="“Always seek the opportunity to acquire new ways to do marketing, because the ability to pivot & adapt to the unknown is the most valuable skill set.” — Som Puangladda @sompny" username="toprank"] Advertisers Rank Video the Most Valuable Media Type in Accomplishing Their Goals Video, search and social topped the list of media types that advertisers found the most valuable in reaching goals and key performance indicators (KPI), with video dominating the list at 50 percent, well ahead of search's 16 percent, according to newly-released report information. MarketingCharts Twitter misses ad revenue and user growth estimates; revenue forecast light Twitter’s quarterly advertising revenue increased by 22 percent year-over-year to reach $1.41 billion, with user growth among the social media platform's monetizable daily active users climbed to 217 million, an increase of some 13 percent, Twitter recently announced. Reuters Google announces new features for Search Ads 360 Search giant Google has rolled out a new update to its Search Ads 360 enterprise campaign management platform, with changes that feature a refreshed look, expanded support for additional search engines, and greater integration with Google Ads features including Performance Max and Discovery campaigns, Google recently announced. MarTech IAB warns of 'measurement blackout' as marketer priorities remain misaligned An eventual mass exodus from the use of web browser cookies and other user data ad-tracking methods is set to lead marketers into a "measurement blackout," despite multiple efforts underway to shift to third-party ad tracking data, according to newly-released report data of interest to B2B marketers from the Interactive Advertising Bureau (IAB). Marketing Dive Instagram Reels vs. TikTok vs. Snapchat: Which Should Businesses Use? [Marketing Professional Data] 62 percent of marketers have said that they plan to boost investment in TikTok efforts in 2022, followed by Meta-owned Instagram at 54 percent, Google-owned YouTube at 49 percent, and Microsoft-owned LinkedIn at 43 percent, according to recently-released HubSpot survey data. HubSpot Mozilla And Meta Submit (Yet Another) Privacy Ad Tech Proposal In New W3C Group Meta — the parent company of Facebook and Instagram — joined Mozilla to propose a new web browser cookie alternative known as Interoperable Private Attribution (IPA), at a recent meeting of the World Wide Web Consortium (W3C) Private Advertising Technology Community Group (PATCG), the firms announced. AdExchanger Reddit’s Clubhouse clone gets recordings and web support Social news aggregator and discussion platform Reddit has augmented its Reddit Talk audio-call-based communication app, which offers features similar to Clubhouse, by adding the ability to record call audio for podcast-like future distribution, and that it is making the service available on the web, Reddit recently announced. The Verge Report: By 2026, it’s predicted 25% of people will spend an hour per day in the metaverse 30 percent of global organizations will offer products or services through the metaverse by 2026, while 25 percent of people will utilize at least an hour each day using metaverse technology, and while it won't be owned by a single vendor, the future metaverse will likely boost engagement even among enterprise users, according to newly-released Gartner report data on interest to digital marketers. VentureBeat ON THE LIGHTER SIDE: A lighthearted look at the “metaverse hype cycle” by Marketoonist Tom Fishburne — Marketoonist CMOs Share Lessons All Marketers Can Take from Super Bowl Advertising — ANA TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: B2B Content Marketing Purpose Study, LinkedIn’s Top Marketing Skill Data, & Google’s New Search Ads 360 Features appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/rRA8m1q February 18, 2022 at 05:36AM |
CategoriesArchives
April 2023
|