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Why The Next Generation Of Consumer Profiling May Leave You Speechless https://ift.tt/2V8ySFu Even as the ad industry braces for the disruption of one form of consumer identity tracking -- the deprecation of cookies and digital ad IDs -- new, potentially more insidious ones, are rushing to take their place, including one that may leave many of us speechless when we realize the magnitude of it: voice tracking. The emergence of a new consumer voice-profiling industry likely was inevitable given the number of “listening” devices that have been deployed, especially the mobile ones in everyone’s hands or pockets, but also because of an increasing array of “smart speakers” and various Internet of Things technologies capable of listening to everything we say, and then activating media in response to it. Those technologies have been accelerated by advances in AI and machine learning, making it easier than ever to identify who is speaking in the proximity of devices. When coupled with an even more horrifying fact, this makes a dystopian outcome almost seem inevitable: Our voices are as uniquely identifying of us as our fingerprints are. advertisement advertisement “Much of what they are doing at this point involves responding to what people say rather than how they say it,” professor Joe Turow writes in his new book, “The Voice Catchers,” noting that the identifying patterns of our voices are not yet being deployed -- as far as we know -- in individual identity targeting. “But workers in some of the largest media-buying agencies believe the future must be tied to exploiting the speech characteristics of owners who talk to their devices,” he continues. It’s not the first time Turow, a professor of media studies at The Annenberg School for Communication at the University of Pennsylvania, has written about the potential unintended consequences of media technology, but the rapid emergence of a “voice-profiling industry” he outlines in his new book is likely to create a new era of audience analysis for marketers, agencies, media and platforms, and a new area of introspection for regulators and consumer advocates alike. “When I started writing ‘The Voice Catchers’ about four years ago, the technology for voice profiling was rather nascent,” Turow tells Mobile Insider, adding, “Now marketers use it regularly in customer contact centers, and they are beginning to use it, or talking about using it, in places as varied as smart speakers, cars, the walls of new homes, hotel rooms, stores, and schools.” Turow noted that there are many issues likely to emerge from this new cottage industry, including what he describes as “a new form of net-neutrality worry. “Ad executives I interviewed worry that Amazon and Google are deciding the brands that their smart speakers mention when people ask about products," he said. "Some ad execs also expressed annoyance that Amazon and Google do not allow them to analyze the speech or voices of people who talk to the companies’ apps in Echo and Nest smart speakers. Large agencies have created research teams and labs to confront what leaders see as a long-term existential issue.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 22, 2021 at 05:07AM
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JetBlue, Mastercard Play Up NYC Street Cred https://ift.tt/3wZ1xtA New York City claims to offer the “real deal” when it comes to so many things, from bagels to Broadway to pizza. So JetBlue,New York’s self-proclaimed “Hometown Airline,” is partnering with Mastercard for a summer promotion celebrating the city’s reopening. The social media effort features Nicolas Heller, also known as “New York Nico.” Heller, who has 681,000 follower on Instagram alone, focuses on the best of the city. JetBlue’s “The Real Deal” campaign from Adam&EveDDB will offer New Yorkers and beyond the opportunity to rediscover the Big Apple this summer with exclusive access to weekly deals and on-the-ground experiences every Friday through Aug. 6. advertisement advertisement For travelers not based in New York, the initiative will also include special fare offers on flights from select markets to New York City, starting with a $49 one-way fare from Fort Lauderdale to New York-JFK. The 52-second video,, shows quintessential New Yorkers bragging about their favorite city. It has been viewed more than 18,000 times on JetBlue’s Facebook page alone. It is available for viewing on JetBlue’s social channels, and New York Nico’s channels. Weekly offers were curated in tandem with the airline’s local NYC partners. They include discounts at the Nets Barclays Center Team Store for basketball fans, including special autographed gifts along with purchase; $5 off a mobile pick-up order at DIG; 50% off a glass of summer rose at New York hot spots Charlie Bird and Pasquale Jones; exclusive access to a Shakespeare in the Park ticket lottery and a 2-for-1 happy hour at the historic Stonewall Inn. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 21, 2021 at 12:49PM
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Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer https://ift.tt/3kDPq2L How is successful B2B marketing like a master jeweler working with diamonds of the digital marketing variety? Diamonds are forever, as the 1971 James Bond film and its title song made famous, and with the archival global power of the web, your B2B marketing efforts are also likely to endure — so why not strive to make them truly memorable? Also like diamonds, B2B marketing is a multifaceted endeavor. Let's explore five enduring tactics that can help you achieve B2B content marketing clarity and create your own digital marketing diamonds. 1 — Achieve Content Marketing Clarityvia GIPHY Bring diamond-like clarity to your B2B content marketing by identifying and focusing on the heart of your effort’s primary goal. While it can be tempting to digress into periphery elements of the topic at hand, honing in on the purpose of your content and delivering a clear answer in providing it will make your marketing creations shine with diamond-like brilliance. Part of providing content marketing clarity is knowing what your audience is hoping to learn from what you’ve got on tap, and this type of knowledge can come from a number of places. One of the best sources for finding the root topics that your audience is seeking information about are the tools and services that show the questions people are asking online. Some of the question research tools that B2B marketers can benefit from include:
2 — Get a Cut Above With a Marathon of Commitmentvia GIPHY In today’s B2B marketing world it takes more than a little commitment to get a cut above when it comes to crafting the best digital diamonds of content. B2B marketing’s lengthier sales cycles mean you’ll need dedication and commitment to achieve the type of long-term success that powers businesses outside of the B2C realm. You don't necessarily need to be Batman or Robin to craft compelling and memorable B2B content, however you will need commitment. B2B marketing is more akin to a marathon than a sprint, and I’ve explored the similarities between marathon running and marketing in “26.2 B2B Marathon Marketing Lessons,” along with the importance of proper pacing when you’re in it for the long marketing haul, in “5 Payoffs B2B Marketers Win From Precision Pacing.” [bctt tweet="“B2B marketing’s lengthier sales cycles mean you’ll need dedication and commitment to achieve the type of long-term success that powers businesses outside of the B2C realm.” — Lane R. Ellis @lanerellis" username="toprank"]3 — Finding Hidden Gems Can Sometimes Be Keyvia GIPHY Not all that glitters is gold, yet what’s hidden out of sight just below the surface are often gems that can digitally bejewel your B2B marketing content, if you know where and when to look. Although no handy treasure maps are on offer, B2B marketers can use a number of tactics to unearth the hidden gems that will set your content apart. Doing your own research and investigation can often be the best way to go beyond what everybody else is doing, allowing you to go far beyond the same few tactics and techniques that are often repeated in perpetuity in all-too-similar how-to guides and lists. Creating original B2B research that's both credible and impactful is the focus of our CEO Lee Odden's insightful "How to Optimize Original B2B Research Content For Credibility and Impact." [bctt tweet="“Brands that co-create experiential content with relevant experts and influencers can build industry confidence, grow brand trust, create a more effective digital customer experience and drive business growth.” — Lee Odden @LeeOdden" username="toprank"]4 — Making The Hardest Substance Into a Softer Journeyvia GIPHY Diamonds are famously and unyieldingly inflexible, but that doesn’t mean that the marketing journey you offer your audience can’t be a pleasant one. Some B2B industries may have notoriously friction-riddled obstacles, and smart marketers will turn these challenges into opportunities. By helping audiences smoothly navigate around troublesome hot-spots, the best B2B content marketing offers the kind of smooth sailing that competitors can’t easily match. Easing the B2B customer journey is key in 2021 and will most likely become even more critical in 2022, as increasing competition and an influx of more B2C-like tactics mean you’ll need to serve up diamonds and not just more disposable digital dust. These resources offer fresh takes on the B2B audience journey and using storytelling to smooth the way:
5 — Keep a Watch Out For Imposters In The Search For Authenticityvia GIPHY If it appears too good to be true, it’s wise to be wary and take extra measures to make sure the information and answers you’re providing are genuinely helpful and contain the latest accurate information. Authenticity in B2B marketing is a subject close to our heart at TopRank Marketing, and as such we’ve developed several approaches marketers can take to achieving the most genuine and human connections. A selection of some of our recent efforts highlighting the importance of authenticity in B2B marketing include:
Digital Marketing Diamonds Last Forever & A Dayvia GIPHY We hope that these five tips for achieving B2B content marketing clarity by getting a cut above with commitment, finding hidden gems, making a softer audience journey, and keeping watch for imposters, will help as you create your own digital marketing diamonds. Creating award-winning digital experiences and storytelling takes significant time, resources, and effort, which is why many of the world’s top B2B brands choose to partner with a leading B2B marketing agency. Contact us today and learn why for more than 20 years brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.The post Digital Diamonds: 5 Multifaceted Tactics To Boost Your B2B Marketing Clarity & Commitment This Summer appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 21, 2021 at 05:33AM
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Smaller, Shorter Chicago Auto Show Still Deemed A Success https://ift.tt/3hUsryM A smaller and shorter Chicago Auto Show is being deemed a success by its organizers, attracting more than 100,000 consumers to the downtown event over five days. The February 2020 show was the last major auto show held before the COVID-19 pandemic gripped the United States. Organizers pushed this year’s show from February to July with the hope that the virus would be more under control due to vaccinations. The five-day run, reduced from the normal 10-day show, concluded Monday. The Chicago Automobile Trade Association says they are pleased with the outcome – especially given the large number of hurdles that had to be overcome just to open the show, including a much shorter move-in window for automakers — 7 days vs. the normal 28 days. Attendees were able to see the slew of new vehicles released since the last show including “an all-new Nissan brand” in one place for the first time. advertisement advertisement A highlight of the exhibit was the Z Proto. The production version of the vehicle will be unveiled Aug. 17 just prior to the next major auto show, the New York International Auto Show at Javits Center. After nearly two years of introducing products virtually, the brand was finally able to show the new vehicles on stage, said Craig Keeys, regional vice president, Nissan Central Region, Nissan U.S. “There is nothing like opening the door and inhaling that new-car smell,” he says. Themed Nissan from “A to Z,” the exhibit included an hourly live Nissan trivia that consumers could participate in after logging in through their mobile devices using a giant QR code at the display. The game gave the automaker the chance to gather key information from attendees, something it hasn’t been able to do without auto shows and other events. Volkswagen of America introduced the Golf GTI and Golf R during the shortened media preview. The brand enlisted VW enthusiast Jamie Orr, who owns 30 VWS, to pull the cover off of one of the vehicles during the reveal along with Megan Closset, VW’s product manager for GTI and Golf R. A video showcasing VW’s performance capabilities was shown during the reveal. It featured Orr, Closset and Hein Schafer, senior vice president, product marketing and strategy, Volkswagen of America. Schafer was among only a handful of non-PR auto executives on hand during the media day and the brand was one of only several unveiling new products at the show. Stellantis’ Jeep brand also introduced two updates to the 2021 Wrangler, the Xtreme Recon Package with 35-inch tire and the Sunrider Flip Top for Hardtop. The vehicles were unveiled by Jim Morrison, head of Jeep brand, which is celebrating its 80th anniversary. It was the first time consumers saw signage for Stellantis, formerly Fiat Chrysler Automobiles. Jeep had the biggest portion of the smaller show floor, including 35,000 square feet for the vehicle display and an additional 28,000 square feet for the Ram test track and 25,000 square feet for the Camp Jeep test track, in its 17th year. Stellantis reported an overwhelming amount of foot traffic through its displays and indoor test tracks. More than 15,000 experiences were provided to consumers between both Jeep and Ram tracks, according to the automaker. “The crowds exceeded our expectations onsite, where we had constant motion on the Camp Jeep and Ram Truck Territory test tracks,” said Jason Russ, head of experiential, Stellantis.”To see so much foot traffic solidifies that people still love to visit auto shows.” Another advantage of the summer show was that many automakers took advantage of activating outdoor test drives, including Chevrolet, Dodge, Fiat, Ford, Kia, Lincoln, Subaru and Volkswagen. Roughly 12,000 attendees took vehicles out for a test drive on city streets. Ford reported doubling its test drive goal with more than 4,000 ride-alongs given in the all-new Bronco and Bronco Sport. Engagement and excitement translated to social media, supported by initial Meltwater data that reports the Chicago Auto Show was mentioned 8,300 times (on public profile pages) and the show’s message reached more than 102 million people. Show organizers plan to return to the show’s traditional February timing next year. 2022 show dates are scheduled for Feb. 12-21, with its media preview taking place Feb. 10-11. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 20, 2021 at 04:56PM
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Toyota Launches Mobile Game Tied To Soccer Sponsorship https://ift.tt/3wTbPLU Toyota is launching an interactive mobile game for soccer fans tied to its sponsorship of the Concacaf Gold Cup for a third consecutive year. Gameprizes include the lease of a 2021 Toyota Tacoma or tickets to the final game, which will be Aug. 1 in Las Vegas. The “Goal to the Gold Cup” game asks players to show their passion for their favorite team by giving their loudest and longest “Goal” scream into their mobile device. The game will be available online through Toyota’s social channels (@ToyotaLatino) and at gritemosjuntos.com. The game prompts players to choose their favorite truck: a 2021 Tacoma TRD Pro or 2021 Tundra TRD Pro. Players then choose their favorite team participating in this year’s Gold Cup. advertisement advertisement The countdown begins: three, two, one – the louder and longer that players shout “Goal,” the farther their vehicle travels on the screen. All contestants who play and register are automatically entered. The partnership, digital campaign and mobile app were developed by Conill, Toyota’s Hispanic marketing partner. The Gold Cup is the region’s flagship men’s national team competition in which the best national teams from North and Central America and the Caribbean compete to be crowned regional champion. The 16th edition of the competition, which features 16 national teams, is being held in 11 stadiums in eight major metropolitan cities across the United States from July 10 to Aug. 1. Gold Cup match attendees can attend pre-game Fan Zone activities, presented by Toyota. Fans can engage with the “Goal to the Gold Cup” game inside a Tundra at the Toyota area. Tournament followers will also get a glimpse of the actual Gold Cup Trophy courtesy of Toyota, as it travels to select venues for photo opportunities. The appearances will be announced locally. Soccer runs deep with Toyota, with sponsorships of a variety of other popular soccer properties including Liga Mexicana, MNT/USMNT, and UEFA Champions League, with in-game units, billboards and other marketing elements including broadcast virtual integrations within Liga Mexicana and MNT. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 20, 2021 at 03:38PM
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Ad Campaign Tells People To Give It "One More Push" To Stop COVID-19 https://ift.tt/3zwIbOr While North America and many parts of Europe and the UK have seen Covid-19 restrictions lift as vaccination numbers rise many parts of Africa and the southern hemisphere are hitting a deadly third and fourth wave. South Africa-based TBWA\Hunt\Lascaris is out with a new campaign for mobile operator MTN Group designed to inspire people to get through the crisis by making healthy choices and not getting discouraged. The effort has just launched in 16 countries across Africa and the Middle East as a rallying cry to motivate the continent to do whatever it takes to get on top of Covid-19 and suppress it. The campaign was created in partnership with the African Union, a continental body that leads Africa’s development and integration and the Africa Centres for Disease Control (Africa CDC). It acknowledges the tough times and fatigue people have experienced throughout the pandemic — the small daily frustrations, the compromises and the loss of loved ones and so-called “normal” life. advertisement advertisement A film, titled “One More Push” anchors the campaign. It is set to a cover of “Don’t Stop,” originally by Fleetwood Mac, arranged by Daniel Eppel and produced by Marc Algranti. The campaign reminds people to keep wearing masks, washing hands regularly and social distancing. And as many countries look ahead to the vaccine rollout, it provides resources for learning about vaccines, taking shots, and inspiring others to do the same. In addition to the anchor film, OOH and print ads there is a digital hub that offers information on vaccinations, advice from healthcare bodies and medical experts, a Q&A and information from the Africa CDC. It also enables people to add to the conversation in positive ways by creating their own personalized message that they can share on their social feeds with the hashtag #onemorepush.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 20, 2021 at 02:42PM
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Write from the Heart for More Memorable B2B Content Marketing https://ift.tt/3y4UyR6 B2B marketers have been pushing for personalized content for a good long while. Now we’re also trying to humanize content — to make the case that B2B buyers are human beings who want to connect with other humans on an emotional level. Isn’t it remarkable that we still have to make that argument? But I’m not here to write another 1000 words about humanizing content. I want us to take it a step further, beyond personalization, humanization, personality and empathy. B2B content marketing needs to come from the heart. True, genuine heart is the last frontier in content. Every brand has an Instagram with behind-the-scenes content to boost authenticity. Every brand is striving to give at least the appearance of sincerity, personality and transparency. A lot of it is about as deep as the checkout clerk telling you to “have a nice day.” To stand out now, B2B content needs to hit on a more fundamental level. Why Write from the Heart?Even as we talk about “human to human” or “B2Me” marketing, we still tend to think that B2B content needs to be head-driven, mostly logic and reasoning, with a thin gloss of personality and emotion on top to “humanize.” The truth is, of course, that humans are inherently emotional creatures who seek connection with each other. We most often decide with our hearts first, then apply logic in retrospect. B2B content with heart seeks to make a connection first, then supply value, then finally ask for a next step. It has to be in that order. So, what does it mean to write from the heart? 1. Upgrade Personality to PassionI am not passionate about, say, a software-as-a-service platform that collects customer data for marketers. And I’m not sure I want to meet the person who is. But I am passionate about less intrusive marketing, about people getting connected with solutions that meet their needs, and about a future where marketing is helpful and productive, not annoying. So I can lead with the passion, the why that drove us to create this solution, and then I can talk about the product’s capabilities. 2. Upgrade Empathy to CompassionLet’s face it: The marketing term ‘empathy’ sometimes has little to do with what the word actually means. While we may strive for truly feeling someone else’s hopes and fears, it tends to be in the service of persuasion, rather than connection. Compassion is more than just walking a mile in someone’s shoes. It’s sincerely desiring to help them — to ease suffering, bring joy, and help them be successful. Do you care if the people you’re marketing to get promoted, get to spend more time with their kids, can finally afford to buy a starter home, and so on? If you can show that you have true compassion for your audience, beyond the solution you’re offering, you’re far more likely to make a connection. 3. Upgrade Authenticity to VulnerabilityHere’s a hard one. Very few brands want to seem vulnerable or fallible. Even with behind-the-scenes content, they tend to present a highly sanitized version of the business. If you admit a fault, or share an obstacle you had to struggle to overcome, will you lose people’s trust and confidence in your brand? Absolutely not. You’re writing to people who experience hardships and make mistakes. You’ll make a better connection if you show that your brand is made up of fallible human beings, too. There’s nothing more authentic and transparent than a warts-and-all look at the problems your company faces and the ways in which you try, fail and ultimately succeed. 4. Upgrade Thought Leadership to HumilityWhat’s the fastest way to make a connection with a stranger? Ask them to do you a favor. Ask for help. Most salespeople are familiar with this phenomenon, sometimes called the “Ben Franklin Effect.” The idea is that if someone does you a favor, they’re demonstrably more likely to do a second one, and to regard you more kindly than if you had done a favor for them. I think the same is true with content marketing. Thought leadership content tends to lack the notion of humility — it usually focuses on establishing knowledge and authority, of the author as an inerrant source of truth. The problem is, no one really likes a know-it-all. A hefty dose of humility can make thought leadership content much more engaging, and much more likely to start a conversation. Imagine a blog post that goes, “I’ve seen success in my business with x, y, and z. But I’m still not sure how to best go about a, b, and c. What are your experiences? What do you do in this situation?” The thought leader in this case is adding value by sharing their own experience and success, but also allowing others to share their expertise as well. The result can be a conversation that benefits everyone involved - author, audience, and brand. Your Heart Will Go OnAs Maya Angelou famously said, people may forget what you say, but they will never forget the way you made them feel. And the best way to engage someone’s emotions is to share your own. We can’t settle for the shallow marketing equivalents of passion, compassion, vulnerability, and humility. We need to embrace the difficult but rewarding task of bringing our whole hearts to what we’re creating. How do you create content with heart? Let me know in the comments. And take our B2B Influencer Marketing Survey to share your opinions. The post Write from the Heart for More Memorable B2B Content Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 20, 2021 at 05:33AM
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Taboola Powers Personalized News Feeds Now In More Than 80 Countries https://ift.tt/2UlYZZw Taboola, which powers recommendations for the open web to help people discover things, on Monday released numbers reflecting the significant adoption of its News product. The News product -- which is similar to Apple News or other news aggregators on AT&T, Verizon and others -- can integrate into the mobile carrier's offering or be pre-loaded on phones from OEMs like Samsung, or devices of partners that make software for mobile devices. News is now live in more than 80 countries worldwide including those from Samsung Brazil, América Móvil, and many of the world’s largest mobile device manufacturers and carriers. For example, swiping left on the home screen of an Apple iPhone presents the user with news recommendations. Taboola does the same, primarily for Android devices. On some Android devices, the user swipes left on the home screen to access the news recommendations and sometimes the news recommendations can live on the phone's locked screen. advertisement advertisement More than 86% of U.S. adults get news from a smartphone, according to Pew Research Center. There are about 9,000 publishing partners. The news recommendations featured are being pulled from their content, so the company does not need to worry about licensing the content to serve it up in recommendations, unlike Google, Microsoft, and Facebook. Taboola has long-term partnerships with digital properties such as CNBC, NBC News, Business Insider, The Independent and El Mundo. More than 13,000 advertisers use Taboola to reach more than 500 million daily active users. In fact, Taboola's direct relationships with publishers give readers the content at no cost to the reader or publisher. The company now claims its news product drives an average of more than 220 million monthly engagements on editorial content through mobile device and OEM partnerships, which has seen an increase of more than 270% in second-quarter 2021, compared with the year-ago quarter. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 19, 2021 at 04:14PM
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Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey https://ift.tt/3kzas2C The past year or more has taught B2B marketer many lessons, especially the importance of creating digital first experiences that are credible, authentic and relevant to specific buyers. As part of the digital transformation of marketing, many B2B companies have adjusted their go-to-market approach to satisfy the changing customer expectations that have evolved during the pandemic. One of those adjustments in B2B marketing has been the increasing role of influence in delivering credible, authentic and relevant digital experiences. Our initial B2B Influencer Marketing research from 2020 showed that going into the pandemic, confidence in working with B2B influencers was very high as were expectations of outcomes. Despite the growing confidence in working with B2B influencers over the past year, today there are important questions to be answered as more B2B brands enter the realm of influence and grow more sophisticated with the practice. Much of B2B influencer marketing has emphasized working with industry experts external to the organization, but what about growing influence from within? How does influencer marketing work across departments? How do employee advocacy, growing executive influence and working with industry influencers intersect to deliver better customer experiences and marketing performance? At TopRank Marketing we are proud to work on influencer content marketing and executive social programs for some of the biggest B2B brands in the world. We also know that our blog community represent a wealth and depth of B2B marketing experience. We invite you to share that expertise in our 2021 State of B2B Influencer Marketing Survey. Your insights will help elevate the practice of B2B Influencer Marketing and help the industry see what's working, what's not and where the future of influence is in 2021 and beyond. For the 2021 report, we'll be collecting data on all aspects of influencer marketing for B2B brands as well as insights from practitioners like you.
For the 2021 report, we'll be sharing insights on growing marketing momentum with influence, the next level of Always-On influence, new best practices, budgets, technology and measurement plus all new case studies and insights from B2B marketing professionals. We've also been working on a fresh list of the most influential voices in the B2B world on the topic of influence in marketing and their predictions for the future. If you have worked with influencers in the past year, then you'll have valuable insights to share. You can also enter our giveaway of five $100 Amazon gift cards and early access to the findings of the report. The survey takes just a few minutes and that investment in time will go a long way towards helping answer some of the key questions about working with internal and external influencers. Optimizing marketing experiences with influence represents one of the most important digital growth strategies in 2021 and beyond. Take the 2021 survey today and join us in helping B2B marketers at all levels of influencer marketing experience level up their strategy, best practices and operations to build momentum in 2021 and beyond.
The post Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 19, 2021 at 08:15AM
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Netflix Fancies Future Business With Video Games https://ift.tt/3Bj2G2E For Netflix, think video and games, not video and advertising. Netflix was always assumed to have plans to broaden its business. But many in the TV-centric world now realize the premium on-demand platform didn’t go in the obvious direction. No TV ad plans for its near 70 million U.S. and 200 million global subscriber base. Regular-looking TV commercials, perhaps pre-roll stuff? Nope. Netflix thinks the video game market has a growing upside. This shouldn’t come as a surprise. Senior executives have always shared the belief its main competitor is Fortnite. No doubt Netflix must see something deep in the crevices of its servers, such as strong consumer data showing its current TV-video-movie users are more akin to also playing video games, as part of an broader on-demand world. We know overall digital platform acceptance is strong among young digital users — with entertainment and otherwise. And young consumers have a stronger tendency to play video games. (Aha!) advertisement advertisement There are obvious concerns for many. Does this really confirm Netflix's business is slowing down, that growth in subscribers, especially in the U.S., means some shifting business emphasis? Globally, not so much. Netflix has 200 million worldwide subscribers. Netflix’s long-term goal is to more than double subscribers, targeting around 500 million. We can make a lot of assumptions because beyond the hiring of Mike Verdu, previously a Facebook executive working with video game developers, as well as a former EA Sports executive, there isn’t whole lot of details to mull over. Now analysts wonder whether Netflix will raise prices, and whether current TV-movie users, who will never play a video game, will now worry they might be supporting a piece of the platform they’ll never use. Well, that could be said about any content — dramas, rom-coms, non-scripted/documentaries. Do Netflix consumers ever ask: Why am I supporting content what I don’t like? Know this: Netflix likes to keep things simple, an easily accessible product proposition for consumers. One strong belief is that the video games here will be modeled on free-to-play games. (Maybe Netflix should emphasize the word “free” here.) Some evidence of this comes from Verdu’s background. As head of EA Mobile, he oversaw games such as “Star Wars: Galaxy of Heroes,” “SimCity BuildIt,” “Plants vs. Zombies” and “Sims Free Play.” So here’s the tangential, out-the-box, kicker to consider: 94% of free-to-play mobile games also carry in-game advertising, up from 87% in 2018. Aha! TV-centric, advertising-hopeful analysts take heart! Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 19, 2021 at 08:11AM |
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