https://ift.tt/YFoqxNi
B2B Marketers on the Move: An Autumn Celebration of B2B Industry Marketing Leaders https://ift.tt/SIr4Cab 2023 will be here before we know it, and with the swiftly changing B2B marketing landscape inevitably comes growth that can happen so fast that it's difficult to fully appreciate without taking a moment to reflect on and enjoy the colorful leaves. For more than two decades, TopRank Marketing has been honored to help a wide variety of the world's top B2B marketers and major global brands elevate and go beyond merely being competitive, to standing out from the crowd with creative and award-winning successes. In this spirit, we like to regularly take the time to congratulate and honor business marketing leaders who have recently seen career advancement. When B2B marketers take on new roles in leadership, it's only natural to look for trusted resources that will help professionals in new positions hit the ground running, and TopRank Marketing is happy to have been a go-to B2B content and influencer marketing agency for so many top marketers in new leadership roles. We are also always seeking out B2B technology industry influencers advancing in their careers to partner with on unique content collaborations. We offer hearty congratulations to the B2B marketing leaders featured in this sixth edition of B2B Marketers on the Move and our thanks for their sharing of B2B marketing advice. B2B Marketers on the Move: Celebrating Autumn Movers and Marketing Leaders
Thanks To Each of These Inspiring Leaders For Helping Elevate the B2B Marketing IndustryWe extend many thanks to each of the talented B2B marketing professionals we've featured here, who have all recently been promoted or taken on new industry positions. We're certain that you'll elevate and reach new heights when it comes to the performance and success you'll deliver in your new roles. You can find our previous edition of B2B Marketers on the Move here. If you're looking for a new change of your own, take a moment to check out our own list of current job openings at TopRank Marketing on our careers page. *LinkedIn is a TopRank Marketing client. The post B2B Marketers on the Move: An Autumn Celebration of B2B Industry Marketing Leaders appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/SKHgOca September 28, 2022 at 07:08AM
0 Comments
Stifling Tech Stacks: Naysayers Often Block Needed Improvements https://ift.tt/K2Nh16f Still waiting for that new ecommerce tool with email integration? It may take time if the naysayers in your firm have their way. Decision makers often block tech stack improvements out of sheer arrogance: 26% believe failure to adopt emerging commerce solutions won’t affect them at all, while 40% claim customers never experience frustration when purchasing from their brand, according to Who’s calling the shots—you or your tech stack?, a study released Tuesday by commercetools, a “headless” commerce platform. Both beliefs may be delusional. Of the marketers polled, 75% feel adoption of new technologies will deflect focus from existing ones that work just fine. And 46% fear that the offerings they are being pressured to adopt will hurt their brand. But 50% admit that their own reservations about their company’s technology have limited their ability to innovate as quickly as they need to. advertisement advertisement Email specialists, who drive ecommerce with promotional, transactional and triggered messaging, often do not have a seat at the table in these debates. Consider the top five trends that respondents plan to adopt in the next 12 months:
But you have to wonder if they’re ready for any of this, given the state of their tech stacks. They say:
Again, email teams are going to be largely responsible for getting people to the metaverse or to buy NFTs: Here are the top commerce features firms are now offering:
And the remaining companies (the laggards, if you will)? Many want to offer these commerce features:
The answers are similar when they are asked about digital purchasing options. They would like to offer:
But here’s the challenges: Companies fail to offer more commerce services for these reasons:
It’s the same with digital purchasing options:
Commercetools surveyed 300 decision makers in March of this year. Mobile Marketing via MediaPost.com: mobile https://ift.tt/HzbDrj4 September 27, 2022 at 07:16PM
https://ift.tt/mYEUKD9
Weis Markets Streamlines Operations With Invafresh https://ift.tt/6CgYZVQ To enhance operations at nearly 200 stores, Weis Markets has partnered with Invafresh, a fresh intelligence platform for grocery retailers. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ September 27, 2022 at 03:05PM
https://ift.tt/mHeUfFz
How LinkedIn Marketing Solutions Uses Blogging to Power Its Growth Engine https://ift.tt/CGAbsv7 It was with great pleasure for me to wrap up my 2022 Content Marketing World experience with a session featuring two exceptional marketers that I've known for many years*: Steve Kearns (LinkedIn Senior Manager, Content Marketing and Social Media) and Tequia Burt (Editor in Chief LinkedIn Ads Blog) with a topic that is near and dear: How LinkedIn Marketing Solutions is Using the Blog to Power its Growth Engine In an age of social media with Instagram, TikTok and even LinkedIn, does blogging still matter? For LinkedIn, the answer is absolutely yes. The LinkedIn Marketing Blog acts as the external 'voice' of the Marketing Solutions business and is a critical education and conversion vehicle for B2B marketers looking to excel with LinkedIn advertising. Publishing content five times a week, the blog comprises more than 175,000 global subscribers and 2.5 million annual page views. It also serves as a key campaign activation tool for LMS marketing, sales and product organizations, spotlighting business news, LinkedIn advertising best practices and more. Reaching mostly senior marketing executives, the LinkedIn Marketing Blog has experienced phenomenal growth over the past 5 years. Six years ago LinkedIn had about 100k followers on overall social channels and 1,000 on the blog. Today LinkedIn has 4.7m followers and 175k on the blog. With Steve and Tequia coming from the media world, LinkedIn Marketing Solutions runs their team like a media company. Steve is the publisher making sure business objectives are achieved, Tequia is the Editor in Chief making sure the content is top quality. And Alex Morales is the Distribution Lead making sure blog reach is achieved. Each of those responsibilities creates a point of tension, but they work together to create a really productive growth engine. As part of their customer-centric strategy, LinkedIn decided to get content that was helpful and non-promotional to their audience and an effective way to do that was through the LinkedIn Marketing Solutions blog. The key to success for the blog has been a focus on data-driven insights. An example is a jobs report to help the LinkedIn community with questions as well as making sure that content was inclusive. The ads industry took note of the approach and the report achieved 2X page views compared to other content. So, what's the secret to LinkedIn Marketing Solutions' blog success? The LinkedIn Marketing Blog strives to be a good B2B marketing resource for people with content that is rooted in data insights and prioritizes inclusivity. After they launched the first data insights report, they launched others including one on Gen Z to help them feel included in the conversation. While LinkedIn has substantial resources, this approach is relevant for businesses of any size. If you have something you really stand for, you can double down on it and focus, lean-in. Inclusivity is key - make sure the content you're producing is going to resonate with the people that represent your business. Make it easy for people to see themselves in the content. So what's next? Building upon the success of the blog, the LinkedIn Marketing Solutions team received additional investment to expand production of insights driven content. LinkedIn is reimagining how they turn up in the marketplace with their customers, their partners, their agencies and to the industry more broadly by leaning into their core differentiator - data. For the objective of growing LinkedIn's own presence on the Linkedin platform, they asked themselves that question: What can we offer that no one else can? In the case of LinkedIn it was data and insights. A big part of this data- informed effort for LinkedIn has been the launch of Linkedin Collective, which is a content franchise featuring insights into what being a great B2B marketer can be with the LinkedIn Marketing Solutions blog serving as a blueprint. LinkedIn Collective is a place for the B2B marketing community - to move the industry forward. It features big data reports and contributors to talk about issues that are important to the B2B marketing community. Quarterly themes drive narratives. Most recently it's about creativity and B2B. Most B2B brands are about performance marketing and not brand. The reality is, creativity can drive great results. With this theme, LinkedIn has invited industry experts and CMOs to share their perspective on creativity in B2B. To be sure, LinkedIn Collective is not a sales pitch, but about how marketing is connected to the bottom line and focused on helping B2B brands be more successful on linkedin, broadly in B2B and how to make decisions that connect to value that buyers appreciate. As a complement to the LinkedIn Marketing Solutions Blog and the LinkedIn Collective, social messaging helps connect the dots in their overall narrative story. If you want to know what works on LinkedIn for marketing and advertising, you can find out through the LinkedIn Collective . While the blog has been a success story for LinkedIn Marketing Solutions, every business has an opportunity to uplevel their marketing on LinkedIn and there is no doubt that the B2B marketing category is ripe for innovation. For more LinkedIn Marketing resources, be sure to check out LinkedIn Ads, Linkedin Marketing Ads Blog, Linkedin Collective and The B2B Institute. Also, be sure to find and follow Steve and Tequia on Linkedin. *LinkedIn Marketing Solutions is a client of TopRank Marketing. The post How LinkedIn Marketing Solutions Uses Blogging to Power Its Growth Engine appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/SKHgOca September 27, 2022 at 12:46PM
https://ift.tt/CaqTVAB
Netflix To Create Its Own Gaming Studio In Finland https://ift.tt/6rc0wWL In the latest evidence of how important gaming is becoming to streaming services, Netflix is creating its first from-scratch, internal game development studio. Up to this point, Netflix has been pushing into gaming — a strategy for building and retaining subscribers — through acquisitions and partnerships. Based in Helsinki, Finland, the new studio will help the streamer expand its game offerings while reducing dependence on third-party gaming creators. It will be led by Marko Lastikka, the co-founder and former general manager of the Zygna Helsinki game development studio. “This is another step in our vision to build a world-class games studio that will bring a variety of delightful and deeply engaging original games — with no ads and no in-app purchases — to our hundreds of millions of members around the world,” Netflix Vice President of Game Studios Amir Rahimi wrote in a blog post announcing the news. advertisement advertisement Earlier this year, Netflix acquired the Next Games games studio, also based in Helsinki — home to “some of the best game talent in the world,” noted Rahimini. Netflix also acquired Night School Studio and Boss Fight Entertainment in recent times. The three acquired studios and the newly built one, “each with different strengths and focus areas, will develop games that suit the diverse tastes of our members,” Rahimini said. This month, Netflix also announced a new partnership with French video game company Ubisoft to create three mobile games exclusively for Netflix subscribers, based on Ubisoft’s Valiant Herst, Mighty Quest and Assassin’s Creed game universes. Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 27, 2022 at 08:16AM
https://ift.tt/B2zKMrs
Apple Sells NFTs On App Store, Takes 30% Commission, Report Finds https://ift.tt/k7dF0fc On Friday, The Information released a report announcing that Apple is now allowing NFTs to be bought and sold through apps listed on its marketplace while taking its standard 30% commission on in-app purchases. The standard commission price, however, for most NFT sellers is 2.5%. Needless to say, Web3 enthusiasts are outraged. Tech blogger Florian Mueller called the tech giant’s commission (or “app tax”) on NFT sales “abusive but consistent,” adding that “NFT startups must trade outside.” Epic Games CEO Tim Sweeney also called the tech giant out on Twitter, stating that Apple is “killing all NFT app businesses it can’t tax, crushing another nascent technology that could rival its grotesquely overpriced in-app payment service.” advertisement advertisement “Apple must be stopped,” Sweeney added. The Information’s original report noted that Magic Eden, an NFT marketplace based on the Solana blockchain, chose to withdraw from Apple’s App Store directly after hearing about the 30% commission. Cointelegraph highlighted some positive reactions to Apple’s inclusion of NFT sales. For example, Gabriel Leydon, CEO of web3 game developer Limit Break, praised the potentiality of widespread adoption. Leydon tweeted that this move “could put an ETH wallet in every single mobile game onboarding 1B+ players!” “I will HAPPILY give Apple a 30% cut of a free NFT,” he added. NFT marketplace apps on the app store currently include OpenSea, Rarible, Magic Eden. Marketplaces in crypto trading apps include Binance, Crypto.com and Coinbase Wallet. Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 05:33PM
https://ift.tt/B2zKMrs
FTC Bid To Block Supernatural Purchase Tainted By Chair's 'Bias,' Meta Argues https://ift.tt/gyldQ4j The Federal Trade Commission's attempt to block Meta Platforms' acquisition of Within Unlimited, which developed the virtual-reality fitness app Supernatural, has been “irrevocably tainted” by Chair Lina Khan's involvement in the proceedings, Meta argues in new court papers. Khan “has made numerous public statements that demonstrate her bias against Meta and prejudgment that Meta can never be allowed to acquire another company,” Meta writes in papers filed Friday with U.S. District Court Judge Edward Davila in San Jose, California. “Her participation, both as the deciding vote to authorize this case (reportedly over the contrary recommendation of the FTC staff) and as an adjudicator ... has irrevocably tainted the federal-court lawsuit and the related administrative proceeding, such that any order enjoining or prohibiting the Within acquisition cannot be entered or survive appeal as a matter of law,” Meta writes. The papers come in a dispute dating to July, when the FTC alleged in a federal district court complaint that Meta's estimated $400 million acquisition of Supernatural would result in reduced competition in the market for virtual-reality fitness apps. advertisement advertisement The agency also brought a complaint in a parallel proceeding in front of an internal administrative law judge. Meta said in court papers last month that it planned to argue the lawsuit should be dismissed for several reasons, including that Khan should have been disqualified from participating in the legal proceedings. “Khan brought with her to the Commission a preset agenda; she has stated consistently and in blunt terms that Meta should never be allowed to acquire any other company, regardless of the facts as to any such transaction -- and without regard to governing law,” the company contended in papers filed in late August with Davila. The FTC responded by asking Davila to “strike” Meta's argument -- essentially precluding the company from pressing its contention about Khan in court. On Friday, Meta fired back a response, arguing that it should be able to pursue its contention that Khan's “anti-Meta statements” and “prejudgment of the Within transaction” are valid grounds for dismissing the lawsuit. Meta called attention to some of Khan's writings and statements before she was appointed to the FTC, including an article she co-authored in 2019, “A Skeptical View of Information Fiduciaries,” which criticized Facebook and other tech companies. The article includes the statement that “dominant online platforms have been credibly associated with a host of social ills,” including facilitating interference in elections, inciting genocide in Myanmar, and enabling discrimination. The company adds that the lawsuit was authorized by a vote of 3-2, with Khan in the majority. “If Chair Khan had recused herself (as Meta alleges she was required to do) neither this action nor the administrative proceeding would have proceeded,” Meta writes. “And if she is subsequently disqualified (as she must be), then both this action and the administrative proceeding must be terminated.” Meta previously sought to disqualify Khan in a separate antitrust lawsuit underway in Washington, D.C., where the FTC claims the company violated antitrust laws by acquiring WhatsApp and Instagram. U.S. District Court Judge James Boasberg, who presides over that matter, rejected Meta's request to disqualify Khan from the litigation. Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 05:33PM
https://ift.tt/rW5ydvj
Cindy Davis Named To Airship Board https://ift.tt/XCY9igA App platform Airship has named Cindy Davis to its board of directors. Davis most recently served as chief brand officer for Bed Bath & Beyond. There she modernized the firm’s digital and in-store customer experiences, while also working as president of sister company Decorist. Prior to that, Davis was executive vice president and chief marketing officer for L Brands, working on customer engagement across the Victoria’s Secret, PINK and Victoria’s Secret brands. In addition, Davis was executive vice president of customer experience at Disney ABC Television Group, and executive vice president of global customer insights and analytics at Walmart. She is currently a board member of Destination Pet. Airship’s technology has driven loyalty and monetization for such household apps as Alaska Airlines, Chipolte, Allstate, Starbucks and Ulta.
advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 05:33PM
https://ift.tt/B2zKMrs
Disney-Backed Web3 App Brings Social Utility To Popular NFT Brands https://ift.tt/TslR7Hq Web3 has already begun to change the social media landscape. Instagram, Facebook, and Twitter incorporate the use of non-fungible tokens (NFTs), while forums like Discord and Telegram have gained notoriety as key spaces for not only gamers to connect, but NFT holders and web3 connoisseurs as well. Disney-backed web3 social app FlickPlay is looking to extend evolving NFT communities’ ability to connect with the integration of AR (augmented reality) with top NFT projects. FlickPlay is focused on bringing major brands and blue-chip NFTs into the web3 space, rewarding users and building a loyal following of web3 and NFT enthusiasts. To do so, the company has announced the verification of popular NFT Projects Pudgy Penguins, Snoop Dogg’s The Doggies, and Edgar Plans’ Lil’ Heroes. advertisement advertisement FlickPlay is a mobile app that layers the metaverse over the real world, often described as “Pokémon GO meets TikTok.” On the app, users can capture NFTs in the real world and then create videos with them using AR. In this way, owning NFTs becomes a more robust process, with gamification and the ability for users to tell digital stories with their collectibles. They also have the chance to collect rewards and access real-life utilities along the way. When users create videos on FlickPlay the ranking of their NFTs can increase based on how many likes, views, and “Flickcoins” the videos receive. “This allows NFT holders to speculate not only on the rarity of the NFT Collection but also on the NFT’s social ranking,” the company said in a recent statement, claiming to be the only platform where this value dynamic currently exists. FlickPlay is planning on releasing a feature where communities can define the value of their NFTs by positioning them on a social rankings list. The company believes that “this is the next generation of content creators.” FlickPlay raised $5 million in seed funding in 2021, backed by global VC firm Lightspeed Ventures and co-led by San Francisco-based Abstract VC. It has received additional backing from metaverse gaming platform The Sandbox, as well as Disney. According to a recent statement, FlickPlay is now “giving communities the ability to flex their ownership and build social clout in an emerging creator ecosystem that can be accessed from anywhere around the globe.” “We are prioritizing NFT collections with engaged communities,” said FlickPlay CEO and founder Pierina Merino. “We have more than 50 collections on the waitlist and are working on a platform tool for creators to easily certify their collections.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 03:43PM
https://ift.tt/1oVYK8g
CTV Drove Half Of CPGs' Video Ad Impressions In 2021 https://ift.tt/LRqj2hn CTV Drove Half Of CPGs’ Video Ad Impressions In 2021 Among CPG advertisers, connected television (CTV) devices accounted for over half (52%) of all video ad impressions last year — up from 44% in 2020, according to a new report from advertising platform Innovid. CTV surpassed mobile (37%), as well as desktop (11%). The report analyzed more than 103 billion CPG video advertising impressions served on Innovid’s platform over a full year. Looking at CPG verticals, pet supply brands led CTV impressions share with 70%, followed by household cleaning and beauty (each at 62%), food (61%), household goods (60%), beverages (42%), over-the-counter (40%), alcoholic beverages (39%), and personal care (28%). advertisement advertisement More than half (53%) of CPG advertisers ran some kind of advanced video creative, such as dynamic or interactive formats. Brands that used advanced dynamic creative optimization (DCO) to guide and optimize creative elements and messages saw a video completion rate (VCR) of 98.6% versus an average 93.9% completion rate for standard video, Innovid reports.
Length-wise, 30-second CTV ads performed best overall, with an average completion rate of 95.8%. Thirty-second ads (as opposed to 10- or 15-second ads) also drove the highest engagement rate when viewers were presented with choice-based ads (a choice between ad engagement or ad breaks). However, 15-second ads optimized engagement with non-choice-based ads. The report acknowledges CTV advertisers’ concern about ad duplication, although noting that some ad repetition doesn’t necessarily result in oversaturation. A combination of factors plays into duplication, including the size of campaigns and number of publishers used. However, the CPG campaigns analysis found a modest duplication rate of 18% even for campaigns using six or more CTV publishers — meaning that 82% of overall reach was unique. Volume-wise, campaigns with 19 million or fewer impressions had an average duplication rate of just 5%, while those with more than 100 million impressions saw duplication under 30%, on average. While over-frequency can occur due to consumers watching content across multiple streaming platforms, CPG advertisers had an average campaign frequency of just 3.59. Seventy percent of campaigns had a frequency of only one to two exposures, and only 7% had more than 10 exposures. Even campaigns with 100 million or more impressions had an average frequency of only 5.44.
The report notes that the greater risk of duplication with large campaigns can be managed by using real-time, cross-channel measurement to monitor duplication and adjust frequency. It also points out that CPG campaigns reached just 11.6% of Innovid’s 95 million CTV households on average — exceeding the average household penetration of 9.23% by 26% — indicating “plenty of room for growth.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/YgXBS2N September 26, 2022 at 03:43PM |
CategoriesArchives
April 2023
|