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Inside Influence: Rani Mani from Adobe on the B2B Influencer Marketing Advantage https://ift.tt/3n1b3IT On the heels of the release of the 2020 State of B2B Influencer Marketing Report and the announcement that several of our clients (LinkedIn and Alcatel Lucent Enterprise) have won awards for B2B influencer marketing campaigns, I am very happy to share the launch of a new video interview series: Inside Influence: Interviews with B2B Influencer Marketing Insiders. What is Inside Influence?This is a show that goes behind the scenes of B2B influencer marketing and showcases conversations with insiders from the world of B2B influencer marketing. We'll be talking with practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context. The 2020 State of B2B Influencer Marketing Report has provided data for B2B brands to benchmark some of their strategies, operations and best practices. The report has also helped drive more conversations around B2B influence and the Inside Influence series aims to answer questions, provide deeper insights and also highlight many of the talented and unsung heroes of influencer marketing in the B2B world. First up is the amazing Rani Mani, Head of Employee Advocacy at Adobe where among many responsibilities, she manages the B2B Adobe Insiders program which I am very happy to be a member of. We've had a chance to talk to Rani before in this interview and with Inside Influence you will get to see the conversation happening on fresh topics that matter today and into the future. In this first episode of Inside Influence, we talked to Rani about
The post Inside Influence: Rani Mani from Adobe on the B2B Influencer Marketing Advantage appeared first on Online Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh September 28, 2020 at 06:49AM
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Jeep’s Mobile Off-Roading Community Connects Enthusiasts Online https://ift.tt/3kT5Tgl The American auto brand encourages fans to hit the off-road and complete its specially recommended trails, then share their adventure with the communityGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ September 27, 2020 at 07:08PM
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National Hockey League Signs Verizon As Sponsor https://ift.tt/2HzP0ZM Verizon has signed a multi-year agreement to be the official 5G and Official Wireless Services partner of the National Hockey League in the United States. Additionally, as a season-long Fantasy Sports Partner of the NHL, Verizon Media's Yahoo Sports also will have the opportunity to offer game highlights and other official NHL-produced content to its fantasy players. Yahoo Sports will also receive an Official Sports Betting Partner designation and associated promotional rights for use in connection with its strategic partnership with BetMGM. The deal includes Verizon bringing 5G and Mobile Edge Computing innovation to U.S. NHL arenas and NHL fans. It also makes Verizon the Official Mobile Edge Computing Partner in the United States and an Official Technology Partner. Verizon will also pilot the development of a Mobile Edge Computing use case for in-venue applications which could include real-time access to video highlights enabled by Verizon 5G technology. advertisement advertisement With the focus of the partnership on 5G, Verizon will have opportunities to work with arena operators to install Verizon 5G in select U.S. NHL arenas and to offer consumer demonstrations of the technology at NHL events once fans are allowed to return to stadiums. The 2020-2021 NHL season will tentatively begin Dec. 1. No decision has been made regarding whether fans will be allowed to attend games. Via the partnership, Verizon will aim to highlight solutions that enhance the fan experience and build the next generation of hockey fandom no matter where they are, says said John Nitti, chief media officer, Verizon. “5G Ultra Wideband opens up new opportunities for sports fans and now especially NHL fans to interact with their favorite teams and players, giving them the ability to watch the game from multiple angles, as well as get stats and fantasy scores on players through immersive fan experiences,” Nitti says in a release. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 26, 2020 at 11:15PM Acura Launches TLX Campaign During Race Coverage https://ift.tt/2RYULlA American Honda Motor Co.’s Acura luxury brand will launch creative for the TLX on Sunday during a televised race ahead of the vehicle’s on-sale date Monday. The campaign debuts during the International Motor Sport Association Acura Sports Car Challenge at Mid-Ohio on NBC Sports. The 2021 TLX will lead the pack of vehicles at the race as the Official Pace Car. Acura’s motorsports program has done well this year, winning the 2019 IMSA WeatherTech SportsCar Champions in multiple divisions with both the NSX GT3 race car in IMSA GTD Division. The 60-second spot from MullenLowe uses cinematic storytelling and a vintage 1920s-style silent film concept set to a soundtrack by legendary comedic actress and singer Betty Hutton’s “It’s Oh So Quiet.” “Break the Silence” builds on Acura’s recent “Less Talk, More Drive” brand campaign with a storytelling method that prioritizes quick, clever action cuts over dialogue. advertisement advertisement The campaign highlights key 2021 TLX technologies, including Acura’s Super Handling All-Wheel Drive (SH-AWD), the industry-leading torque-vectoring all-wheel drive technology available on all 2021 TLX models. The campaign also shows how Acura's Integrated Dynamics System creates a personalized TLX driving experience through a new Individual Mode, enabling the driver to choose their preferred settings for each element of system control. The media plan includes national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with 80-, 30- and 15-second versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. The campaign also includes integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations include the upcoming “Inside Track” campaign, an augmented reality driving experience where users can challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships include takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo. Finally, a new augmented reality activation for mobile devices was created in partnership with Verizon and features rich media across multiple platforms, a first for auto. In other Acura news, as the official automaker of the Trombone Shorty Foundation, the brand is the presenting partner of the first-ever Virtual Shorty Fest Sept. 26 at 8 p.m. The event aims to bring the music culture of New Orleans and the music of Trombone Shorty & Orleans Avenue to life via a streamed event on Acura’s YouTube channel. It will help to raise awareness of Trombone Shorty Foundation’s mission to support young musicians. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 26, 2020 at 06:40PM
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Nissan Lets Car Buyers Take Their Test Drive at Home https://ift.tt/332BAgW Partnering with car-sharing marketplace Turo, the automaker is helping prospective buyers get a better feel for their used cars with months-long trialsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ September 25, 2020 at 04:31PM The Answer To Annoying Digital Video Ads: Run More https://ift.tt/308Egrs Perhaps, digital ads are not that annoying, just small in stature. Running on TV gets them big-screen approval -- a minor-league phenom making it to the big leagues. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 25, 2020 at 02:50PM
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How Automakers Changed Gear As The Car-Buying Journey Drifted https://ift.tt/3i1yluz Five innovative strategies for next-gen auto retailing in a perhaps not-so-entrenched industry that is creatively bridging the digital-physical divideGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ September 25, 2020 at 12:44PM Spark Foundry Hearts Media Training 'Academy' Developed With Sales-Side Partner https://ift.tt/3kOpL49 In an unusual collaboration, Publicis Media’s Spark Foundry has turned to a supplier of media to train and educate its staff on how to plan and buy its medium. The collaboration with radio and audio advertising giant I Heart Media grew out of a series of brainstorming events and meetings about the growing complexity of the medium, so they teamed to create a new media training curriculum for the Spark Foundry staff dubbed the Audio Academy. While it’s not unusual for media suppliers to provide information, and technical training to advertisers and agencies about the media they sell -- big digital platforms do that all the time -- it’s normally more about technical aspects of executing advertising and media buys on that medium, then about strategy, planning and explicitly buying that medium. But Spark Foundry and I Heart Media executives said radio/audio has grown correspondingly as complex as digital media, citing the role of mobile phones, a new generation of automobile streaming technologies, and concepts like “sonic branding,” requiring more technical education for buying the medium than the agency was equipped to handle via it’s own internal training program. advertisement advertisement The academy has two modules. The first is more of a primer on the “evolving audio ecosystem,” which was developed primarily by the I Heart Media experts. The second, which is focused on planning and buying the medium, was handled mainly by Spark Foundry’s internal experts. The collaboration speaks to a more fundamental change within Madison Avenue, which historically took great pride in its internal media training programs, which were focused on ensuring “media neutrality” and not being influenced by media sales and marketing organizations. “I think we were very cognizant not to have this be an I Heart sales arm,” Chris Yarusso, vice president and national audio investment lead at Spark Foundry acknowledged during a Zoom-based briefing with two top I Heart Media sales and marketing executives. “This was meant to be educational.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 25, 2020 at 09:17AM
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B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook https://ift.tt/32Y3OcS US B2B Digital Advertising 2020 B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer The 'Purpose Gap' Facing Many B2B Brands 86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization — two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs How Bad Data Hurts B2B Companies 88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren't certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch Global brands advance towards 'holy grail' of cross-media measurement An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA's Cross-Media Working Group recently announced. The Drum Google Combines Custom Affinity and Custom Intent Into Custom Audiences Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging — three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch New open source robots.txt projects Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior? 68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne — Marketoonist Overwatered Houseplants Hoping Woman Goes Back to Work Soon — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Rising B2B Ad Spend, Enterprise Chatbot Usage Doubles, B2B’s Purpose Gap, & New Tools From Google & Facebook appeared first on Online Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh September 25, 2020 at 05:30AM Advertisers Could Be Held Responsible When Mobile Apps Gain Dangerous Permissions From Consumer Devices https://ift.tt/3655zXD Pixalate's study highlights consumer privacy risks across the top mobile apps and app stores. Advertisers don't want to advertise on an app that abuses permissions, which can become a gateway for app fraud. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 24, 2020 at 11:18PM |
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