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Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence https://ift.tt/3zHLmDv Inside B2B Influence is a show that goes behind the scenes of B2B marketing and showcases conversations with insiders from the world of influencer marketing. We connect with influential practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context. In this first episode of the second season of Inside B2B Influence, I was able to catch up with the incredibly popular, talented and beloved Chief Content Officer at MarketingProfs, Ann Handley. I've known Ann for well over 10 years and she's been a great friend, client and source of inspiration to me about more meaningful content marketing. Ann talks with me about a variety of topics ranging from the nature of influence in B2B, demand for B2B influencers during the pandemic and our mutually favorite "dogfluencer", August - the most dashing Cavalier King Charles Spaniel you may ever meet. Highlights of this episode of Inside B2B Influence with Ann Handley include:
I also think that, especially in B2B, that the notion of influencers is even more narrowly defined than it is in, in B2C. Because the expertise that I have in marketing is, you know, it's content, it's writing. It's very specific. I don't think you would come to me if you were looking for somebody to talk about analytics. Like you would go to Chris Penn for that. He's an influencer in marketing analytics. So I think, especially in B2B, that that it is absolutely true that the credibility I have as an influencer is very specific and narrow. And I think that's true of any, any B2B influencer. The pandemic accelerated digital transformation in B2B impacting all aspects of doing business including marketing. What impact has an emphasis on digital first in B2B marketing had on the demand for influencers like yourself? Ann: I have definitely seen more of those opportunities come my way because I think, just to your point, all of the traditional B2B tactics of field marketing and in person trade shows and other moments to experience the brands face to face, all of that went away in the past 15 months or so since the pandemic. So what takes its place? That's been what's fueling a lot of that digital transformation happening at B2B companies. Influencer marketing is very much part of that because, how do you build that sort of trust with your audience if you don't have the ability to meet them in person, to sit down, to have a conversation with them? So I think influencers have become a proxy and a conduit for that. What's interesting and what I see straight up from an influencer standpoint, is that more of those companies seek to have those relationships with me. They're seeking to build those relationships with me in much less of a transactional way. You and I have talked about this Lee, I remember saying to you that this is like the future of B2B influencer marketing. We're going to see more companies start to embrace the opportunity to form relationships with influencers versus, you know, straight up transactional - make it less of an advertising / transactional play. Like here, I'll pay you X amount of dollars if you share my thing, you know? That's more of a B2C model. I think in B2B what we're seeing, and this has been fueled by the pandemic, is that we are seeing those relationships start to happen between brands and influencers like me where they're reaching out to me proactively and saying, "Hey, we don't have a thing right now, but we want to work with you. Can we sort of get to know each other?" And so I think we're seeing an increasing impetus toward an approach that I feel, has more sustainability long-term and it's the way that I like to work personally. So yeah, I think we're seeing a whole lot more of that. What are some of the content collaboration opportunities between B2B brands and influencers that you're seeing more of in 2021? Ann: There are yeah. I want to caveat this by saying that I'm speaking from my personal experience versus, you know, I haven't necessarily polled B2B marketers. So you probably have a better perspective on this too and whether what I'm talking about is actually reflected in the broader B2B community. What I see is more brands looking to have a longterm relationship. Not just, come speak at our webinar, but, can we actually think about this over like a fiscal year? What can we do together in Q1 and Q2 and Q3, so that it becomes much more of a, not quite ambassador, but at least more of a brand alignment, right? So that I'm saying, "I believe in what you do" and and you're saying that you trust me as well. I think longer-term engagement with a trust foundation to it is definitely something that I'm seeing. I'm also seeing these situations where even if it is about providing a quote for this, or for example, I'll put something in my newsletter that's sort of sponsored but for me, it's not anything that you can buy. It's something where I read the paper and I believe in it. I have a relationship with the company and so therefore I will share it with my audience. So yes, it's sponsored, but it's like, it's sponsored with my whole self. I guess I'm a little bit goofy, but you know what I mean, with integrity, I should say. That is a situation where it'll be over several months, so it's not just like a one and done. But can you help us promote this and here's what's in it for you and here's what we want to give to you and your audience, that kind of thing. I guess to sum up, much more long-term engagements and less transactional, which I think is honestly the foundation of a successful B2B influencer marketing program anyway. But you probably have more perspective on that than I do. It's been really interesting what's happened not just in terms of content creation and the thought leadership through partnerships between executives and external influencers, but also the relationships that are being facilitated. Ann: Yeah, that's really interesting. I think it makes total sense, right? Because in the past 15 months of the pandemic, I think that the brands who have really demonstrated that we're all in this together, have actually had to show up in a real human genuine way and to be there for their audiences. I think that's in part what's driving the kind of collaboration that you're talking about. Because I do think brands realize that to trust somebody, you've got to know them. And how can you trust a B2B brand unless you sort of see the faces of the people behind the brand? I think that cascades throughout B2B marketing as well as influencer marketing. I think that's clearly one area where we are seeing where that comes to life, Along with best practices there are also bad practices. I'm curious if there are any bad behaviors in terms of how people reach out or engage with you? Ann: I think there's been a few situations where I just, I tend not to engage basically. That's a situation where a big agency will reach out and it's clear that I'm one of many. Like I'm like part of a stable of influencers that they're looking to. And they ask me to respond and fill out this Google form about the size of my audience. I'm not going to do any of that. That's not what I want and that's not who I am. It's not what my brand is all about. That's just not what I'm going to do. So it doesn't matter to me how much money is on the table, because damage to my brand, reputation and my credibility far outweighs anything else. That's a situation where I just wouldn't engage. I can't even say that it's a bad practice but it's de-motivating. When those come in we just sort of delete it immediately. Or they come at it from a tactic standpoint. I get this a lot. For example, my email newsletter. I've talked a lot about it the past couple of years, it's grown pretty significantly and it has really healthy, open rates. The list is just over 50,000 now. So it's a good, robust list. I get a lot of people who say, will you share this in your newsletter? And I don't know them. I don't have a relationship with you. So if the onus is on me to do the legwork and figure out who you are, what your solution is all about or what your piece of content is all about, then I'm not going to do it. Also, that's not the role of the newsletter. If you know me, and if you're on the list, then you know that, right? So, if you want to get something in my newsletter, then that's not the first step. The first step is engaging me on social, get to know me. All the things that, you know, you do to start a relationship. All the best practices around that. Not. "Will you share this in your newsletter?" That's all the stuff that just ends up being deleted immediately. What are some ways you can imagine someone incorporating influencer content in a newsletter? Ann: If you're a marketer and you're publishing your own newsletter and you want to work with influencers, trying to figure out a way to highlight them in that environment could be something simple, like highlighting some of their content or highlighting them as an individual. Or it could be something more like inviting them to be like a guest editor depending on the relationship. I think there's lots of opportunity there to influence the influencer as part of your brand and not just thinking that your relationship with the influencer is only in the social space. Because I think an email newsletter is just such a rich opportunity to communicate directly with your audience. The degree to which you can invite influencers into that relationship is going to solidify your relationship with the influencer as well. Who are some of your favorite influencers, you know, that would, you know, that operate in the B2B world in some way, whether it's marketing or tech or somewhere else? Ann: Avinash Kaushik at Google. I don't even know if he would consider himself an influencer, but he is. I think mostly because his brain functions so differently. I'm on his newsletter list. I love to read his perspective and his point of view, and follow him on social for the same reasons. Chris Penn is somebody else who you know, again, has a very different approach. But if you took Chris Penn's brain and took my brain and sort of put them together, you'd get like this whole body marketer, you know? I think I come at it very much from the art and high touch perspective and he comes at it very much from a science and analytics standpoint. I appreciate his message so much because he helps me elevate in what I do just by paying attention to what he's doing. I love what April Dunford talks about around positioning. I think she offers some really valuable advice and I always love seeing what she has to say and hearing her point of view on things. You certainly. I think you, and I know it's like your show so I probably shouldn't, but like the work you've done around influencer marketing, I think you absolutely are helping to push the industry forward in terms of like how to do it right. And, and how to create programs that actually do sustain themselves long-term and deliver value for your organization. Thanks Ann! You are a great source of inspiration to B2B marketers all over the world and a wonderful human being! You can also watch the full video interview with Ann Handley here: For more B2B marketing insights, you can subscribe to Ann's amazing Total ANNARCHY newsletter here and connect with her on Twitter and LinkedIn. Also, don't miss out on the MarketingPros B2B Forum coming up October 13-14 this year. Be sure to stay tuned to TopRank Marketing's B2B Marketing Blog for our next episode of Inside B2B Influence where we'll be answering the B2B marketing industry's most pressing questions about the role of influence in business marketing. You can also download The State of B2B Influencer Marketing Report featuring insights from a survey of hundreds of B2B marketers plus case studies and contributions from marketing executives at brands including Adobe, LinkedIn, IBM, Dell, SAP and many more. The post Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh June 21, 2021 at 08:57AM
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Google International Small Business Week Launches https://ift.tt/3vJv7mp Google is dedicating a week to celebrate and help small businesses by introducing a variety of tools and offerings that make it easier for them to find and connect with customers across Search, Maps, Ads and YouTube. The news was announced Monday. Small businesses -- the backbone of most economies -- typically employ less than 250 people. Micro-, small, and medium-sized companies make up more than 90% of all firms worldwide and account for about 70% of total employment and 50% of Gross Domestic Product (GDP), according to the International Council for Small Business (ICSB). For consumers supporting small businesses, Google will provide a $10 cashback bonus when people pay with Google Pay on their Pixel phones through July 4. For small businesses, after adding ways to edit details on the company's Business Profile directly from Search and Maps, Google added more features on the two platforms that enable retailers, and food and local services businesses -- like companies focused on personal care -- to add specific services like beard trimming, or the ability to share menus and accept food orders. advertisement advertisement Google also created a new Digital Essentials Guide focused on the basics of being found and transacting with customers on Google and across the web. Google Searches for “who has” and “in stock” have grown by more than 8,000% year-over-year, making it more important to keep inventory listings up to date online. Tools to support small businesses with limited resources include Pointy from Google, which creates a connection between the physical store and the Business Profile on Search and Maps so companies can drive more traffic to their store. As barcodes on items are scanned, Pointy automatically adds the product to the company’s profile so customers can see what’s in stock. Eligible retailers can access Pointy for free through September 30, 2021. Search, Maps, and Ads are not the only ways for small businesses to connect with consumers. Some 72% of small businesses in the U.S. believe YouTube helps them boost their online presence and to spotlight their products and services. So YouTube will offer some of the same tools on its first YouTube Small Biz Day. The goal is to offer an easier way to create video ad campaigns in minutes by adding a video ad, audiences that marketers want to reach, and the budget to launch a campaign. The new mobile experience also helps small businesses measure campaign performance. Barton Springs Mill, an organic heritage grain and corn distributor, made a living selling stone-milled flours to a small community of restaurants and bakeries. Then COVID-19 set in, and Barton Spring Mills Founder James Brown uploaded a video to YouTube to let the community know “We’re still here!” The move pivoted the company from a wholesale model to selling online direct to customers. The company began posting bread-baking tutorials, teaching bakers in the area how best to use their grains. People baking at home became curious about sourdough starter, which flour to buy and how to use specialty grains. Tutorials soon gained views worldwide. Blogilates founder Cassey Ho will host YouTube Small Biz Day. Ho built and expanded her business on YouTube for more than 11 years. The channel has about 5 million subscribers and 800 million views. Along with Ho, Small Biz Day will feature YouTube creators and business owners Molly Burke, Erin on Demand, and TheDomesticGeek. These creators, along with several small business owners, will share their experiences and advice via insightful panel conversations, an instructive how-to workshop, and helpful resources. YouTube also will host a live streaming event on June 24, that will let consumers shop on YouTube from a select group of small businesses with one-of-a-kind fashion and beauty products, delectable foods, unique lifestyle items, and more. Those who tune in also can expect panels and workshops. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 21, 2021 at 08:03AM
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Citi Enlists Dan Levy, Rashida Jones For Digital-First Effort https://ift.tt/2UpbcfH Citi is promoting its new Custom Cash card with the help of comedians Dan Levy and Rashida Jones. In a unique twist on cash-back cards, the Citi product actively adapts to individual spending behaviors and automatically offers 5% in returns on the eligible category that cardmembers’ spend the most on each month on up to $500 in purchases and 1% cash back on all other purchases. In short, this card takes the complexity out of cash back. To amplify the campaign and bring this ethos of simplicity and flexibility to life, Citi is launching a digital-first national marketing campaign deploying strategies ranging from celebrity partnerships to mobile engagements on social channels such as Snapchat and YouTube. The campaign, created by Publicis, is not using print media or OOH other than Citi Bikes, Citi Field and in branches, says Mary Hines, CMO, U.S. Consumer Bank, Citi. advertisement advertisement “While digital was important before the pandemic, it is truly at the forefront of everything we do today,” Hines tells Marketing Daily. “And it was certainly top of mind for the design of the Citi Custom Cash Card as well as our marketing campaign design and rollout.” Leveraging Levy’s clear comedic voice and style, he and Citi worked in close collaboration to create the series of fun spots which showcase the friendship between him and Jones. Five videos show examples of scenarios where customers can be rewarded. The debut 30-second spot features the comedic duo at a fitness class, gas station and restaurant. “Celebrities are an immensely powerful way to break through with consumers because they bring the brand voice to life in a new, compelling and relatable way,” Hines says The effort also includes digital audio ads which are running on iHeart Radio and Pandora. Comprehensive takeovers are planned for platforms such as Flipboard and Twitch. “We took a step back and asked ourselves how we could show up differently from Citi campaigns you’ve seen before,” Hines says. “That’s why we are exploring new engagement channels – such as Twitch – and engaging celebrities in an exciting, new way. This is such a different card, and in tandem, a wholly different look for us.” Recent Citi research shows that 82% of millennials' spending varies month-to-month based on their shifting interests and priorities and 87% expressing a desire for a credit card that does the work for them to maximize their rewards based on their changing spending patterns. More than one-third (36%) said their spending has changed over the last year and their current credit cards don’t reward their new spending patterns. And, going forward, this group is eager to resume their favorite activities and get rewarded for doing so, reporting that they’re most looking forward to traveling (66%), going to a restaurant (45%), going to a concert (31%), going to a party (25%), and going to an in-person workout or fitness class (17%). For many consumers, earning cash back is the fuel that makes these activities possible, so much so that more than two-thirds of millennials (69%) say that getting cash back is absolutely essential or very important to them when applying for a new credit card. The top eligible spend categories of the Custom Cash Card are restaurants, gas stations, grocery stores, select streaming services, select travel, select transit, home improvement stores, fitness clubs, live entertainment and drugstores. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 20, 2021 at 01:28PM
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Virtual Store Tour: Camp Present Shop… A walk through of a kids’ online shopping experience https://ift.tt/35FRY7P Camp is a toys and family retailer that is renowned for its innovative approaches to develop experiences for its audiences. In this video Piers Fawkes talks to the founder Ben Kaufman about how Camp went about creating a new safe and simple gifting eCommerce solution for children. It’s smart and simpleGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 19, 2021 at 10:40AM
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Boost Mobile Should Stop Boasting Of 'Unlimited' Data, Watchdog Confirms https://ift.tt/3gEVggC Dish Network's Boost Mobile should stop advertising that two of its plans offer unlimited broadband data, given that consumers with those plans face significant slowdowns after exceeding a monthly cap, an industry watchdog reiterated this week. “Boost Mobile has failed to provide proper support for the use of the 'unlimited data' claim as reasonable consumers understand that term,” the BBB National Programs' National Advertising Review Board said in a opinion publicly issued this week. The decision upheld an earlier opinion issued by the National Advertising Division. The opinion stemmed from a challenge by AT&T over Boost's ads for its "Go Unlimited" 4G mobile broadband service. Those ads described the service as “unlimited,” but actually throttled users to sluggish 2G speeds after they exceeded caps of 35 GB per month. Boost said it disclosed its practices, and that customers who exceeded the cap still received unlimited data, even if at slow speeds. The company also said no more than 7% of its users exceeded the cap. advertisement advertisement In March, the National Advertising Division sided against Boost, ruling that it shouldn't use the term “unlimited” under those circumstances. Boost them appealed to a panel at the National Advertising Review Board. Among other arguments, Boost said customers didn't have contracts, and could change providers at any time if they were troubled by the throttling policy. The National Advertising Review Board said it agreed with AT&T that throttling to 2G speeds “makes standard data operations virtually unusable, in clear contrast with current consumer expectations about how the availability of 'unlimited data' enables them to use their phones.” The organization added that “no level of additional disclosure would justify the use of 'unlimited data'” to describe the plans. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 18, 2021 at 04:59PM
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Shopping Returned To Pre-Pandemic Levels In May https://ift.tt/3xsGu3p U.S. consumers are ready to make up for shopping time lost to the COVID-19 pandemic. Data released this week from several companies shows a rebound in May 2021 compared with pre-pandemic levels. Consumers still buy online, but data released from Criteo this week shows that in the U.S., brick-and-mortar store sales returned to pre-pandemic levels -- and that U.S. in-store sales transactions increased 8% in May compared with February 2020. Some 79% of U.S. consumers in a survey conducted by Yotpo also conducted in May cite they plan to shop more in the coming months. This study also looked at how consumers plan to shop and the type of relationships they prefer to have with their favorite brands. The survey results from Yotpo -- a company that helps brands collect user-generated content for marketing purposes -- found that 53% of shoppers plan to do a mix of in-store and online shopping this year. Following new habits forged during the pandemic, only 10% of consumers plan to primarily shop at physical stores, while 37% say they plan to shop mostly online. About 53% plan to do a mix of in-store and online shopping. advertisement advertisement With 90% of shoppers planning to make purchases online, here’s how they will do it. About half will browse and shop using their mobile phones, and 47% will use their desktop or laptops. Another key behavior that has changed since last year is consumers' preference for SMS or text messaging to interact with brands, Yotpo’s data shows. Technology makes it easier for consumers to communicate with brands and their sales staff. Since June 2020, the number of shoppers who have signed up to receive text messages from brands increased 27%, with 75% now having signed up to receive text messages. The number of shoppers who want the ability to text back and forth with their favorite brands to ask questions rose 31%, with more than eight in 10 shoppers wanting this level of access. The number of shoppers open to receiving coupons, discounts and promotional offers from brands via text rose 31%, with 85% willing to receive the deals on their phones. Among shoppers who decide to opt-in to receive text messages from a brand, 69% say they want news of sales and exclusive offers, while 58% want updates about their order status, and 42% want new product announcements. Email also remains a major part of the equation, with 50% of shoppers saying they prefer brands to use a hybrid approach with communication, opting for both email and text messaging. When it comes to time-sensitive promotions, 45% of shoppers say email is their preferred way to be contacted by a brand, followed by 35% cite text messages, and 16% cite social media. Buying direct from brands — online or in stores — continues to increase. Some 60% of shoppers want to see brands offer non-subscription-based product bundles or kits for purchase, followed by co-branded special events. About 47% cited new product reveals or celebrity guest panels, and 49% cited co-branded subscription boxes. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 18, 2021 at 10:01AM
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Cookies Or Not, Consumers Expect Marketers To Know Them https://ift.tt/3q7fYdc It would be an understatement to say online shopping has undergone a major transition in the past year. Adoption of real-time payments grew by 41% in 2020, and consumers flocked online to buy their groceries. And while online shopping has changed, so have consumer expectations. As marketers transition their targeting tactics, 27% of consumers said they are challenges to deal with inconsistent messaging across channels, 25% cite when brands fail to remember preferences based on previous purchase, and 24% pointed to irrelevant content or products, sends too many or two few messages, and doesn’t personalize the experience. That's according to data released today by MoEngage, an insights-led customer engagement platform. MoEngage fielded a survey of adults that analyzes shopping behavior between February 25 and March 8, 2021, across 1,000 consumers in the U.S., the U.K., Canada, and Germany. advertisement advertisement The survey provides insights into the type of personalized messages consumers prefer, and how often they prefer them. A breakdown of consumer preferences by global region and their future shopping behaviors, including how many consumers have regularly shifted from in-store to online shopping, and how global consumers intend to shop online vs physical stores in the future. It also looks at future media types marketers might use. The results show that overall, consumers have moved on from the question about brands collecting personal information to when and how brands use this data to present offers. Not only do consumers expect brands to know who they are and what they want to buy, but they also notice when brands fail to create a unified personal experience across channels. How do North American consumers expect brands to personalize their experience? About 36% cited buying more online than in person, 28% cited reducing shipping costs, 17% said done business with a new brand, 12% said buying more in person than online, and 8% said no change in shopping habits. When it comes to brand loyalty in the United States and Canada, consumers rate the quality of the product as most important, but great customer services and communication are close behind.
Consumers want to receive messages through a mix of channels. For example, top interests include:
In the United States, the most commonly adopted channel is mobile app, with 22% of consumers adopting it to communicate with brands. Email follows with 18%. In Canada, the data is contrary to the United States. Email at 26% is most commonly adopted channel by Canadian consumers, followed by mobile app at 18%. When asked how often North American consumers prefer to receive messages from brands, 37% said weekly, 26% cited monthly, 16% said frequency doesn’t matter, and 6% said quarterly. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 18, 2021 at 08:42AM
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B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers https://ift.tt/3cOSzYG Almost 90% of B2B Content Consumption Said to Take Place Outside the C-Suite Nearly 90 percent of B2B content consumption involves those outside corporate executive-level management, with some 21 percent being consumer by individual contributors, according to recently-released B2B buyer breakdown by job titles survey data. MarketingCharts Podcasts start coming to Facebook next week Facebook will begin rolling out a new podcast feature on June 22, offering podcast creators a new distribution channel, with features such as one minute promotional clips — to appear in a forthcoming podcasts tab — the social media giant recently announced. The Verge TikTok Owner ByteDance’s Annual Revenue Jumps to $34.3 Billion TikTok parent ByteDance saw a 93 percent jump in gross profit during 2020, with revenue more than doubling to $30 billion, the popular short-form social video platform that has seen increasing business interest recently announced in annual employee financial performance data. Wall Street Journal Google Launches Search Console Insights Google has launched a new feature to its Search Console product that presents audience data from Google Analytics combined with Search Console insights, to offer an expanded look at customer audiences, the search giant recently announced. Search Engine Journal YouTube Will Now Enable Creators To Add Midrolls, End Screens and Captions While Their Video Is Processing Google-owned YouTube has released a new time-saving feature in its YouTube Studio that will smooth workflow for marketers by allowing users to perform more tasks while the initial video uploading process is underway, the firm recently reported. Social Media Today More Advertisers Envision Return to In-Person Events 17 percent of advertisers plan to resume sponsoring in-person events in the final quarter of 2021, while 16 percent say they plan to do so in the first quarter of 2022, according to newly-released survey data. The survey also showed that some 10 percent of advertisers say that they have no plans to resume sponsoring in-person event. MarketingCharts Augmented Reality Market to Hit $175B by 2026: ABI Research The global augmented reality (AR) and mixed reality (MR) market will top $175 billion by 2026, with almost 28 million smart glasses expected to ship by then, according to recently-released forecast data of interest to digital marketers. AV Network Spotify launches its live audio app and Clubhouse rival, Spotify Greenroom Spotify has begun launching Greenhouse, its Clubhouse-life mobile app offering with features that can also turn live audio conversations into podcasts on the Spotify platform, the firm recently disclosed. Spotify also plans to eventually infuse targeting recommendations and additional Spotify-specific functionality into Greenhouse. TechCrunch LinkedIn bets on remote events, investing in $5 billion-plus virtual platform company Hopin Microsoft-owned LinkedIn (client) has invested in virtual conference technology firm Hopin, in a push to allow customers to extend the reach of their live events onto LinkedIn with new immersive experiences, Hopin recently announced. CNBC Global Ad Growth Consensus Lifted To 10.6% In 2021, 8.2% In 2022 Advertising spending worldwide in 2021 is expected to jump by 10.6 percent, with an 8.2 percent increase forecast for 2022, according to recently-released global ad spend forecast data of interest to online marketers. The figures represent a strong rebound from the 5.2 percent decrease seen in 2020. MediaPost ON THE LIGHTER SIDE: A lighthearted look at the “the next big thing in marketing” by Marketoonist Tom Fishburne — Marketoonist Microsoft's best Cannes Lions-winning ads and campaigns — AdAge TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh June 18, 2021 at 05:33AM
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Discovery Channel's 'Shark Week' Gets New, Returning Sponsors https://ift.tt/3gLrBCF One of Discovery Channel’s major seasonal program events -- “Shark Week” -- will see a number of returning big advertiser/sponsors. But will it also see a return to big national TV ad revenues? Estimates from Kantar, a media research company, says last summer’s late August event, which ran in the middle of a still tough pandemic period, pulled in just one-third of the revenue of previous years -- $3.48 million for the week long programming event. August 9 through 16. In the preceding years, “Shark Week” earned $9.7 million ( July 28-August 4, 2019) and $10.7 million (July 22-July 28, 2018). Last year, national TV advertisers, especially in the second quarter, shifted budgets to other parts of the year. Third-quarter deals were also seeing requests from advertisers for more flexibility. However, this year, media agency executives report strong pricing, up 20% or more, and volume gains in the second quarter and outer periods now that the pandemic is ebbing. National TV advertisers continue to ramp up media budgets. advertisement advertisement This year, Discovery says “Shark Week” will see new advertisers, including T-Mobile, Vrbo, Sonic Drive-In, and, the somewhat aptly named for this programming event, Devour Frozen Foods. Devour will be connecting with, and following Trevor, a Shark Week and Devour super fan. It will also be attached to a Shark Week-themed sweepstakes. T-Mobile will follow shark experts Joe and Lauren Romeiro on a migration expedition, as well as in the lab, where they will be aided by T-Mobile nationwide 5G network. Sonic Drive-In will be sponsoring linear/digital content, as well as getting integrations on Discovery’s “Josh Gates Tonight.” Additional sponsorship/integration will be made with discovery+'s streamer series’ “Daily Bite." Vrbo, the home-hospitality company, will get linear TV tagged tune-ins, in-program messaging and custom billboards, among other exposures. Returning sponsors include Cooper Tires, Wayfair, Geico, The Gorilla Glue Company and The Home Depot. “Shark Week” will air July 11 through July 18 on Discovery Channel and discovery+. Celebrities making appearances during the week: William Shatner, Tiffany Haddish, Brad Paisley, as and the cast of “Jackass.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 17, 2021 at 06:24PM
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The Email Love Bug: Channel Tops Four Global Markets https://ift.tt/3wDfUEv Email is the top brand communication, preferred by 33% of consumers in North America and Europe -- far outpacing any other channel, according to the Personalization Pulse Check Report 2021, a study released Thursday by MoEngage. Second is websites (18%), followed by social media (14) and mobile (12%). This preference holds up across genders and even corporate titles, although mobile usage is growing among some groups. For instance, 35% of women ages 18 to 24 prefer email and 18% have a preference for mobile. But females above that age list websites as their second choice. In contrast, 28% men in the 18-24 cohort choose email, while 16 choose websites and 15% prefer mobile. And males over that age list websites and social media over mobile. Meanwhile, 33% female corporate board members prefer email and 16% mobile. Among men in that group, 28% cite email, 19% websites and 13% mobile. advertisement advertisement Moving to the C-suite, 24% of men at that level and 23% of women want email. But women prefer websites over mobile at a margin of -23% to 14%, and men see those channels as equal, 17%-17%. Frequency is another matter. Overall, 39% of executives desire weekly brand communications -- 25% monthly, 16% daily and 5% quarterly. Another 14% don’t care how often they receive messages as long as they are relevant. And consumers don’t seem to mind that brands collect information on them. Across four global markets, 26% want experiences to be personalized based on previous purchase history data and 21% on known interests. What frustrates consumers? For starters, 27% are bothered when brands send inconsistent messaging in different channels. And 27% dislike receiving irrelevant content or product messages. "The research confirms our belief that the average consumer is well aware that brands are collecting information about them. All they are asking for in return is a more personalized customer experience from brands, regardless of which medium is used to communicate with them,” concludes Raviteja Dodda, CEO of MoEngage. “Now is the time for brands to deliver on that promise.” MoEngage, a consumer engagement platform, surveyed 1,000 consumers across four markets: U.S., UK, Canada and Germany.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 17, 2021 at 05:20PM |
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