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B2B Marketing News: Rising B2B Ad Spend, Top B2B Marketplaces, Influencer Marketing’s Resiliency, & WhatsApp’s New Business Search https://ift.tt/ZsM1Hba The Top 50 B2B Marketplaces: A New Ranking B2B marketplaces have raised more than $1.7 billion during the first nine months of 2021, with Faire, Joor, and Indigo AG topping the list of B2B marketplace startups, according to newly-released report data of interest to digital marketers. Modern Distribution Management Why influencer marketing, still a small slice of digital budgets, seems recession-proof U.S. organizations are expected to spend $6.16 billion on influencer marketing during 2023, climbing from the $5 billion seen during 2022, as influencer marketing has appeared to be more resilient than other forms of marketing, with influencer marketing budgets staying strong, according to recently-published forecast data. Insider Intelligence 20% Of Media Buyers Report Investing In The Metaverse 52 percent of decision-makers at brands and agencies have said that they are investing in metaverse marketing in order to build brand recognition and awareness, with 48 percent doing so as a new way of engaging existing customers, while 46 percent pinpointed investment aimed at boosting brand perception — three of several findings of interest to B2B marketers contained in newly-released survey data. MediaPost Q&A with the director of Google Analytics: Getting Started with Google Analytics 4 With Google sunsetting its longstanding existing analytics incarnation in July of 2023, B2B marketers using the popular measurement system have some seven months to migrate to Google Analytics 4, and MarTech takes a look at how marketers and brands are moving to Google's replacement analytics platform. MarTech [bctt tweet="“When a customer is migrating to GA4, one of the first things they need to consider is how to get the data they care about the most into the system.” — Russ Ketchum of @GoogleAnalytics" username="toprank"] Twitter is working on a feature to divide long text into a thread automatically Twitter has tested the ability for its users to automatically split tweets longer than the 280-character limit — in place since 2017 — into multiple threaded messages, potentially offering marketers an additional way to share long-form content on the platform, Twitter recently announced. TechCrunch How LinkedIn users are banding together to help those laid off Microsoft-owned professional social media platform LinkedIn (client) has seen increasing use as a conduit for helping recently laid off workers find new positions, and WorkLife takes a look at the thriving practice on LinkedIn. WorkLife WhatsApp Launches New Business Search Functionality, Expands In-Stream Payments Meta-owned global messaging platform WhatsApp has rolled out new features that have made it easier to find businesses on the platform, giving brands an array of new exposure opportunities, WhatsApp recently announced. Social Media Today Ads Work Better When They're Near Relevant Content: Study Some 67 percent of U.S. consumers have said that they are more apt to notice digital advertising when it is relevant to the content they are viewing, while 61 percent noted that they would be less likely to buy from brands that have ads appearing alongside disinformation, according to newly-published survey data. MediaPost 8 Graphic Design Trends that Will Dominate 2023 [Infographic] Motion graphics with dynamic user experience (UX) designs, bold abstract shapes, artificial intelligence (AI)-generated imagery, and 3D elements such as typography and characters were among the top graphic design trends expected to grow in 2023, according to data from a recently-released design trend infographic. Social Media Today Ad spend projected to grow 5.9% in 2023 B2B digital advertising is expected so see a significant increase during 2023, rising some 20.8 percent year-over-year, as the top high-growth category in the latest forecast data from the Interactive Advertising Bureau (IAB), which has also seen B2B advertisers placing increased interest in engaging streamers and the creation of brand-owned video content hubs. MarTech ON THE LIGHTER SIDE: A lighthearted look at “Black Friday & holiday shopping” by Marketoonist Tom Fishburne — Marketoonist New Sponsored Google Maps Feature Directs Every Driver To Denny’s — The Onion TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Rising B2B Ad Spend, Top B2B Marketplaces, Influencer Marketing’s Resiliency, & WhatsApp’s New Business Search appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/4mF5RWT November 25, 2022 at 06:39AM
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Google Quietly Tests New Way For Publishers To Monetize Web Sites https://ift.tt/dqhLiZF Google is testing a new feature with publishers that will enable the companies to “diversify their revenue” by providing new choices to monetize the site alongside traditional ads. The company says it will have more to share in the future as the feature evolves and Google collects feedback from publishers, the company confirmed. The working name of the feature is Rewarded Ad Gate. A blog forum user who goes by the name Lexipixel discovered the feature one day while logging in to an account on the AdSense platform. The message read: “The Rewarded Ad Gate beta program will give you an opportunity to monetize your most engaged users. If a user frequently visits your site, you’ll have a way to collect additional ad revenue.” The Rewarded Ad Gate will serve up to a visitor on their fifth page view of each month. If the visitor chooses to view a short ad, a video or image ad will play for 30 seconds or less. A “Thank you” message will appear after the ad completes. The visitor then gains access to the site after the message plays. advertisement advertisement If the user chooses not to view a short ad, they won’t be able to access the site until their page views reset the following month or they choose to view the ad. Google also offers rewarded interstitial advertisements, which became available for the web earlier this year. Rewarded interstitial ads are commonly used in app inventory as well, especially among gaming apps to provide features like extra lives or power-ups, and are also supported by AdMob. There is a distinct difference between this new feature and rewarded interstitial ads. The monetization option being tested in beta is a type of rewarded ad, but specifically focused on access to a website for a period of time. Rewarded interstitials, in contrast, can range across a variety of different rewards. Mobile Marketing via MediaPost.com: mobile https://ift.tt/lQaCZzI November 23, 2022 at 02:44PM
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Cyber Monday Sneak: Firm Will Help People Shop At Work Without Being Caught https://ift.tt/PzUQkKC Employers are about to be outwitted. Klaviyo is helping workers shop online on Cyber Monday — without being caught. In an effort to “help consumers prioritize getting more shopping done during one of the busiest deal days of the year, Klaviyo will send shoppers a legitimate calendar block so they can browse distraction-free!,” the company says. The calendar block from Klaviyo will make it look like they are in a work-related meeting (when really they are online shopping), so colleagues won’t bother the employee during that time, the firm says. All they have to do is send an email to press@klaviyo.com asking for a meeting invite (they have to include the time and the email they would like the hold to go to). Klaviyo will respond with a corresponding calendar hold that fits into their schedule advertisement advertisement The calendar block can be used in an office or working at home. Better load up those Cyber Monday emails! The company might be on to something. A whopping 69% of employees have shopped online at work, according to Klaviyo’s Holiday Shopping Survey 2022. And 40.49% admit they will shop online “any time I can possible get.” Of those polled, 57.84% say they have shopped online while at work once a week (only if they’re not too busy). Another 20.10% have shopped at work least once a day, and 22.06% say they have probably shopped online at work 2-3 days per week. In addition, 81.13% spend from one to three hours a week online shopping at work, with 14.80% who spend 3-5 hours and 4.06% who spend between 5 and 7 hours. And talk about brazen -- 21.19% have shopped online while in a work meeting, while 76.05% are not concerned that a co-worker will catch them shopping at work. In fairness, consumers don’t do most of their shopping at work. They say they tend to shop:
But these are not the only places people shop, and here’s where it gets weird: The respondents have also shopped:
It gets worse: People have also shopped in these locations:
The preferred channel is mobile--62.92% do most of their online shopping on their phone, the remainder on their computer. Klaviyo surveyed 1,378 U.S. consumers. Good shopping on Monday.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/lQaCZzI November 23, 2022 at 02:44PM
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See This Year's Macy's Day Parade In The Metaverse https://ift.tt/qDaV8JE For the second year in a row, Macy's beloved Thanksgiving Day Parade will be accessible in the metaverse, complete with virtual galleries from five NFT projects. Fans will have the opportunity to vote for their favorite creators, helping one of their virtual designs become a real high-flying balloon in next year's parade. “We are excited to bring this spectacle once again to the web3 virtual landscape with a fun experience that empowers our fans, collectors and our highly engaged Discord community,” says Will Coss, executive producer of Macy's Thanksgiving Day Parade. The metaverse experience will be powered by the OnCyber metaverse available to fans and collectors beginning on Thursday, November 24, at 9am EST. The virtual Parade can be accessed at macys.com/NFT and is fully accessible on desktop and mobile without the need for a crypto wallet or VR headset. advertisement advertisement The metaverse Parade will feature the flight of iconic Macy's Parade balloons from the nine-decade run of the holiday march. These balloon creations were first featured as collectible NFTs made available last year in celebration of the Macy’s Parade’s 95th Anniversary. Within the virtual Parade experience, fans can explore five galleries featuring NFT collections from web3 creators Boss Beauties, Cool Cats, gmoney, SupDucks and VeeFriends. Until Sunday, December 4 at 11:59pm EST, fans will have the opportunity to vote for their favorite project with the winner set to become an in-real-life (IRL) balloon in the 97th Macy's Thanksgiving Day Parade in 2023. The first 100,000 fans who vote will receive a free Macy's digital collectible. No purchase or claim to an NFT collectible is necessary to vote. Official voting rules will be released on Thanksgiving Day. Collectors will also have the opportunity to mint a virtual gallery pass to receive an OnCyber NFT gallery space, which will be airdropped on December 5. Minting a virtual gallery pass will cost $50, with 100 percent of the purchase price benefitting Big Brothers Big Sisters of America (BBBSA). By employing NFT technology in this way, Macy's says it is trying to help create a brighter future for young people by fueling mentoring experiences for the long term. During the voting period, additional votes will be given to NFT collectors who choose to mint and to holders of Macy's 2021 Parade NFTs, with voting power based on the NFT rarity of those collectibles. Holders of NFTs from Boss Beauties, Cool Cats, gmoney, SupDucks and VeeFriends will also receive additional voting power The Macy's Parade Metaverse/NFT initiative was produced by Macy's in partnership with marketing and ad-agencies Media.Monks and Transparent House. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QHS81xr November 23, 2022 at 07:25AM
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Growing Gratitude: What the TopRank Marketing Team is Most Thankful For https://ift.tt/O9sta4l As the U.S. celebrates Thanksgiving Day this week, we can all look back at another unique year of opportunities, challenges, and changes in the B2B marketing landscape. Despite the challenges we’ve all faced, we’ve grown, adapted, and overcome, and now is an ideal time to look back on those parts of our lives for which we're the most thankful this holiday week. In 2022 our team here at TopRank Marketing has continued to expand, and we'd like to take this opportunity to reflect on thankfulness in both our professional and personal lives, continuing our annual traditional post sharing messages of gratitude. Our ability to see and express gratitude even in challenging times can be especially meaningful and even replenishing. Let’s take a moment to open our hearts and take in sentiments of thankfulness from our team. What the TopRank Marketing Team is Most Thankful for in 2022Jane BartelDirector of Search & Content Marketing This year I'm celebrating five years with TopRank Marketing, and am grateful to continue working with a team who takes such pride in their work. We are focused on making content marketing more data-informed, and it's been inspiring to see all the ways my colleagues contribute to that process, and the truly impressive results that it produces for our clients. My husband and I welcomed our first child last December. She's healthy and goofy, and has enforced a certain balance in my life that I'm thankful for (and almost adjusted to).Katelyn DrakeDirector of Agency Marketing I am beyond thankful that I've joined the smart, dedicated team at TopRank Marketing this year! Personally, I am always thankful for family, friends that feel like family, and the entire village that surrounds me helping balance kiddos, work, life and my sanity (most of the time). My Thanksgiving wish for all of us is that we find space to breathe, disconnect and enjoy the season!Danielle MotleyAccount Manager Professional: The people. I've never worked at a company where the overall culture has been so positive and the people have been so friendly and kind. Personal: I'm grateful that my personal passions are successfully evolving and my years of hard work are slowly but surely paying off.LaTanya WilliamsSocial Media & Influencer Marketing Coordinator I am thankful for having the opportunity to work with an incredible team of professionals at Top Rank Marketing. I can't say enough about how amazing they are! I'm also thankful to have time to spend with my family and a chance to build new friendships in my personal and professional life.Lane R. EllisSocial Media and Content Marketing Manager 2022 held many new wonders and delights, a few challenges, all coming together to form a year I’m extremely thankful for. I’m especially grateful for my wonderful family, friends, and associates. Celebrating 21 years of marriage with my amazing wife Julie Ahasay tops my thankfulness list, along with the continuing joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 105-year-old grandma Lilly Haldorsen, who still lives in her own house and gets out often. I’m grateful for nearly 39 years of using the Internet, and thankful to still be able to run and mountain bike the beautiful trails of Duluth. I'm grateful to have been able to set a new longest-known cross-country ski streak of 202 days in a row, and for our loving cats Kukla Francis Oliver Ahasay and our new kittens Twister Laszlo Ellis and Arlo Gurthie Ellis. Thanksgiving is the perfect time to reach out and give the world and its endless opportunities a cozy wintery embrace, so here’s a big virtual hug to all of you I’m fortunate enough to know, lovely family and friends. Thank you.Zack ArmstrongSenior Account Manager I'm thankful for the opportunity to join the TopRank team and am excited to grow personally and professionally within the organization in the coming years.Theresa MeisContent Strategist I am eternally thankful for the privilege of watching my children grow into two of the most creative, kind, and hilarious people I know.Mike OddenResearch Analyst I am thankful for the opportunity to expand my knowledge of marketing that TopRank Marketing has given me over the years and the opportunity to work with such a great team.Debbie FriezSenior Manager, Social & Influencer Marketing Health and wellness top my thank you list again this year. I have been lucky to avoid the ‘Rona, as have many in my family. But, I also know so many who have had health struggles, and I hope they know my thoughts are with them. I would be remiss if I didn’t say thank you to my TopRank Marketing team for all they do and for blessing me with the opportunity connect with amazing thought leaders. I get to learn from so many great minds and my world is better for it.TopRank Marketing Gives Thanks For YouAll of us at TopRank Marketing are grateful for you, and thank you for being the supportive fans, amazing clients, friends, and enthusiastic influencers that have allowed us to elevate B2B marketing and achieve personal, professional, and brand success. Happy Thanksgiving! Sincerely, The TopRank Marketing TeamThe post Growing Gratitude: What the TopRank Marketing Team is Most Thankful For appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/ZYgsP9t November 23, 2022 at 06:12AM
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Bloomreach Lowers Acquisition Costs With Snapchat Integration https://ift.tt/NWE1t2O Advertisers can now integrate Bloomreach Engagement with Snapchat ads, allowing marketers to drive more efficient ad spend by using customer data and key segments. The company says the integration should lower the cost of customer acquisitions. Snapchat supports 319 million daily active users who have more than $4.4 trillion to spend globally, according to the company. The integration of businesses’ Snapchat ads with Bloomreach Engagement’s one view of the customer offers that optimization. Marketers can automatically sync Bloomreach Engagement first-party customer data and activate audiences in real-time through the ad platform, just as they currently do with Facebook or Google Ads, and use AI predictions to see which audiences are best suited for targeted ads. advertisement advertisement Interestingly, Snapchat users open the app 30 times a day. Integrating Snapchat into the omnichannel shopping experience will enable Bloomreach customers to discover new value in both their existing and target markets. When I think of Snapchat it’s not typically related to integrations that lower acquisition costs. The thoughts are more related to social and technology and partnerships with Disney. The two teamed up to release an augmented reality (AR) Lens that turns any Snapchatter into a Na’vi—all done to celebrate the release of Avatar: The Way of the Water. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QHS81xr November 22, 2022 at 05:54PM
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Biden Administration Sides With Meta In Battle Over Pegasus Spyware https://ift.tt/svMjZ5q The Biden administration is urging the Supreme Court to reject Israeli company NSO Group's argument that it is protected from liability over the alleged installation of Pegasus spyware on WhatsApp users' phones. “NSO plainly is not entitled to immunity here,” the Solicitor General's office writes in a brief filed Monday. The administration is asking the Supreme Court to refuse to hear NSO's appeal of a lower court order rejecting the company's claim that it's protected by the Foreign Sovereign Immunity Act, which generally immunizes foreign governments from lawsuits in the U.S. The dispute dates to October of 2019, when Meta Platforms sued NSO for allegedly installing Pegasus spyware on the phones of approximately 1,400 WhatsApp users, including human rights leaders, journalists, government officials, and diplomats. Meta claims in the lawsuit that NSO violated federal and California anti-hacking laws, as well as WhatsApp's terms of service. advertisement advertisement NSO Group sought a fast dismissal, arguing that it can't be sued in the U.S. because any actions it took were done at the direction of foreign governments. The 9th Circuit Court of Appeals rejected that argument last year, writing that the Foreign Sovereign Immunity Act protects countries, not private companies that license technology to governments. NSO Group then asked the Supreme Court to hear an appeal. Among other arguments, NSO Group says the lower court's opinion could result in lawsuits abroad against U.S. contractors. If courts in other countries follow the 9th Circuit's lead, “U.S. companies that supply technology, armaments, and other essential supplies to the United States will be equally exposed to litigation around the world,” NSO argued. In June, the Supreme Court asked the U.S. Solicitor General to weigh in on the dispute. The Biden administration suggests that the 9th Circuit opinion may have been worded too broadly, but says the outcome of the case was correct. “The court of appeals held that the [Foreign Sovereign Immunity Act] entirely forecloses the adoption of any form of immunity ... for an entity that acted as an agent of a foreign state. The United States is not prepared at this time to endorse that categorical holding,” the Solicitor General wrote. “Nonetheless, the court of appeals reached the correct result in this case.” The administration added that the State Department has never suggested that a private entity acting as an agent of a foreign country has immunity, and that no other countries have supported NSO’s claim to immunity. "Indeed, NSO has not even identified the states for which it claims to have acted as an agent,” the Solicitor General writes. Facebook isn't the only company suing WhatsApp. Last November, Apple also sued the company for allegedly violating a federal anti-hacking law by accessing the operating system on mobile phones to install Pegasus. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QHS81xr November 22, 2022 at 03:59PM
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Connected Video Devices Forecast To See Slower Growth As Smart TV Rises https://ift.tt/VoaEuvg Connected video devices in the U.S. are expected to see slower growth to total 1.14 billion by 2026 -- up from 1.04 billion this year, according to S&P Global Market Intelligence, based on October 2022 research. This is largely attributable to the slower growth of video-enabled mobile phones -- estimated to grow 1.1% to 314.5 million (in 2026), from 303.1 million this year. Overall, S&P projects devices per U.S. household will remain “relatively stable” -- at 8.5 devices per home. Streaming video-enabled smart TV sets will continue to rise over the next four years -- with 7.4% growth on average, with set-top box streaming media players declining 9.8%. By 2026, smart TV will have an installed base of 274.2 million -- up from 208.5 million this year. At the same time, streaming media players, including Roku and Apple TV, will decline to 24.3 million from 37.6 million. advertisement advertisement Gaming consoles will also see a decline -- sinking 0.3% to 83.4 million in four years from 88.3 million this year. Other streaming devices -- “streaming sticks” -- Google’s Chromecast and Amazon Fire TV -- are expected to rise 8% to 103.2 million, up from 78.4 million this year. Underlying some of this activity is high-speed residential home broadband service, which is now in 122.1 million households and is expected to rise to 134.4 million. The U.S. Census estimates there were 128.5 million U.S. households in 2021 with high-speed home broadband service. Mobile Marketing via MediaPost.com: mobile https://ift.tt/QHS81xr November 22, 2022 at 11:04AM
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LinkedIn #B2Believe and The Playbook for Promise Making in B2B Marketing with Jim Habig https://ift.tt/5v7X8QD [caption id="attachment_31669" align="alignnone" width="600"] Selfie with Tusar Barik & Jim Habig of LinkedIn at #b2believe[/caption] How can marketers put promise making into practice? LinkedIn Vice President of Marketing, Jim Habig, shared the keys to the power of storytelling, the importance of creativity, and the exciting opportunity ahead for B2B marketers at LinkedIn's inaugural B2B marketing conference, B2Believe in San Francisco last week. Without a doubt these are interesting times and many B2B marketers are experiencing a challenging economic market. Jim challenged the 800+ marketers in attendance that we need to prove our value more than ever before. Despite challenges of budget reductions, hiring freezes and an uncertain economic forecast, there is hope. Sound familiar? Who knew the Rolling Stones had insight into B2B marketing tenacity? With the current economic and business environment, B2B marketers are urgently seeking direction on how to survive and thrive. Many revert to the same old playbook of cutting and reducing marketing investments which often ends up being counter productive. Marketing is what keeps the pipeline of sales active and helps brands stay relevant when buyers finally become in-market for solutions. So what is LinkedIn's perspective? Jim shared that B2B marketers need to move from a product mindset to a promise mindset. We need to translate complexity to simplicity for customers and we need to unlock the promise of our brand. So who do you do this? There are some basic building blocks for making a promise to your customer. Jim shared that a promise for brands needs to be 3 things: Memorable - If you're not memorable, you're not worth being bought. Stories are one of the most effective tools for being memorable. Brand assets can also connect with customers subconsciously along with characters, catchphrases and jingles that sink into your brain. Valuable - They key to making your promise valuable is in understanding your customer. The right buying situation is what makes your promise valuable. For example: when an IT manager needs a solution, what needs to change, and who needs provide buy in. Deliverable - If you can't deliver on a promise, don't make it. So what are some examples of these 3 in action? The Naysayer's Favorite Word from Commercetools Promise: "When your legacy tech just isn't up to the task" A Smooth CRM for Rough Seas from HubSpot Promise: "Treat customers like people not conquests." "The New Frontier" Super Bowl Ad from Salesforce Promise "Look no further than our home planet." These brands make promises and they create memory structures to be more memorable. But we don't need famous actors to become more memorable, valuable and deliverable. We simply need creativity, distinctiveness and the power of building memory. LinkedIn is clear about it's promise. LinkedIn Marketing Solutions is built for B2B and LinkedIn is investing in making a better world for B2B. What's your B2B brand's promise? What are you doing to make sure that promise is memorable, valuable and deliverable? The answers to those questions might just be the fuel to elevate your B2B marketing into 2023 and beyond. If you would like to watch the following main stage presentations from B2Believe, they will be available on demand soon.
The post LinkedIn #B2Believe and The Playbook for Promise Making in B2B Marketing with Jim Habig appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/hjvOPKX November 22, 2022 at 07:38AM
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Gen Z On A Spree: They're Spending More On Holiday Gifts Than Any Other Group https://ift.tt/gZ5We8q The festive season is here. And email marketers are facing huge competition for consumer mindshare. For instance, 83% of shoppers check email and social media while watching TV, reducing the attention span for all, judging by Holiday Report, a study from Samba TV, done by HarrisX. And 33% shop online while enjoying TV. Moreover, brands need to take account the demographic differences at play this year. Email teams are in luck if they have Gen Zers on their list and plan to market to them. Gen Z is most likely to have made mobile purchases — 89% have done so. And they’re clearly looking forward to the holiday — 88% plan to spend the same or more money on holiday shopping this year, beating out millennials and parents. And Gen Z plans to spend more in sheer dollars -- $1,418, again $377 more than the average adult. Of course, Gen Z also plans to devote 39% of their budget to themselves. advertisement advertisement In addition, 17% of Gen Z plan to do most or all of their shopping online, and 35% most or all in-store. In contrast, millennials are spending the same or more this year as they did in 31%, for a total of $1,139. That’s $98 more than the average adult. Like younger shoppers, millennials will spend 39% of their holiday budgets on themselves. But they beat Gen Z in one regard — 22% will do all their shopping online. Meanwhile, 85% have purchased on mobile. On another front, 20% of millennials have made direct purchases through their connected TVs, and 33% have bought through QR codes shown on a TV ad. The third segment surveyed in this report is parents. That could include both Gen X and Baby Boomers. Only 74% of this group plans to spend the same or more as last year. And the total average spend is $1,181. Of these consumers, 31% will do most or all of their shopping in-store, and 23% online. And they will use 32% of their holiday budget on themselves. In contrast to other generations, 41% those ages 55-70 have purchased via mobile. Overall, shoppers plan to lay out these sums on:
HarrisX surveyed 2,505 U.S. consumers From August 29-September 1.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/HPhagW2 November 21, 2022 at 06:05PM |
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