Home / Internet Marketing News / Digital Marketing News: How B2B Buyers Pick Vendors, BuzzSumo’s New YouTube Insights, ABM Brings B2B Improvements, & How Brands Use Direct Messaging

Digital Marketing News: How B2B Buyers Pick Vendors, BuzzSumo’s New YouTube Insights, ABM Brings B2B Improvements, & How Brands Use Direct Messaging

2020 February 21 MarketingCharts Chart

2020 February 21 MarketingCharts Chart B2B buyers consume an average of 13 content pieces before deciding on a vendor
B2B buyers say that they take in an average of 13 pieces of online content before choosing a vendor, consisting of eight vendor-made and five third-party elements, according to newly-released survey data from FocusVision, containing a number of additional insights of interest to digital marketers. Marketing Land B2B Firms Are Failing To Integrate Sales, Marketing And Customer Success Teams: Study
Revenue growth is a top challenge for B2B brands, and some 84 percent of B2B sales and marketing professionals say that revenue responsibility rests with both sales and marketing, however 37 percent say the two functions aren’t optimally aligned — some of the findings in new survey data from Leandata and Sales Hacker. MediaPost Content Analysis App BuzzSumo Adds YouTube Insights
BuzzSumo’s array of content data tools recently expanded with an addition that brings YouTube content discovery, performance data, and YouTube influencer information to the platform, with its new YouTube Analyzer feature, the firm announced. Social Media Today The State of B2B Account-Based Marketing
Account-based marketing (ABM) has driven success for B2B marketers, and some 92 percent plan to ramp up the scale of their ABM campaigns during the coming year, some of the many findings of interest to B2B marketers in a recently-released report from the Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance. MarketingProfs 70% of Customers Believe In-App Chat Helps to Simplify Customer Experience, Reveals UJET Report
Offering in-app chat features helps customer experience according to 70 percent of consumers in recently-released survey data, with the majority also wanting the ability to upload images and screen-shots to help explain their needs, the survey noted. MarTech Advisor FTC votes to review influencer marketing rules & penalties
The U.S. Federal Trade Commission will reexamine its recommendations, rules, and penalties relating to influencer marketing in its non-binding Endorsement Guides. The FTC said it will also look at how influencer marketing affects and is understood by children. TechCrunch 2020 February 21 Statistics Image How Email Responsiveness Builds Trust [Infographic]
Despite or perhaps because of its long digital history, U.S. consumer email use still sits around 90 percent, with people aged 24-44 using it most at 93 percent, while 33 percent of Gen X and Baby Boomers expect an email response in less than one hour — some of numerous statistics of interest to marketers in newly-released infographic data. Social Media Today California AG Publishes Updated CCPA Regs With Far More Clarity Than The First Draft
With implementation and compliance of the California Consumer Privacy Act (CCPA) still far from universal, the California attorney general’s office recently released a new regulations draft document and has solicited feedback from marketers and others through February 25, 2020. AdExchanger How brands are using Apple, Google, Facebook and texting to chat up consumers
Care is key for brands using direct messaging to connect with consumers, and AdAge looks at how Google, Apple and other large brands are skipping the need for custom apps and turning instead to direct messaging and mobile marketing. AdAge 10 LinkedIn Stats to Guide Your Social Media Marketing Strategy in 2020 [Infographic]
LinkedIn (client) has an average user session length of over six minutes, with 52 percent of buyers listing the Microsoft-owned platform as the most influential channel during the research process — some of the information contained in a recent infographic. Social Media Today Instagram overtakes Facebook in audience of top 50 brands, study says
Instagram advertising spending overtook that of parent company Facebook when it comes to 50 top brands, according to newly-released report data, with influencer marketing also showing swift growth. Mobile Marketer Here’s How PR Pros Are Using Social Listening
67 percent of global marketing communications professionals now see influencer marketing within their scope, while some 77 percent say the same about content marketing, and 56 percent about search engine optimization (SEO), according to newly-released marcomm survey data from Talkwalker. MarketingCharts ON THE LIGHTER SIDE: 2020 February 21 Marketoonist Comic A lighthearted look at the art of project management by Marketoonist Tom Fishburne — Marketoonist Check the attic! These 8 old tech items could be worth a lot of money — USA Today TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden / TopRank Marketing — TopRank References Brian Solis as an Influencer Role Model in Its New List, 5 Key Traits of the Best B2B Influencers — Brian Solis
  • Lee Odden — 25 Experts Share Their Tips on Winning the Hearts of Your Customers in 2020 — Nimble
  • Nick Nelson — What’s Trending: Organize and Focus — LinkedIn (client)
  • Lee Odden — How to Curate Social Media Content Like a Professional — Business 2 Community
  • TopRank Marketing — 30 Leading Influencer Marketing Agencies to Work With In 2020 — Influencer Marketing Hub

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below. Thanks for making time to join us, and we hope you’ll return next week for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: How B2B Buyers Pick Vendors, BuzzSumo’s New YouTube Insights, ABM Brings B2B Improvements, & How Brands Use Direct Messaging appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

2020 March 27 MarketingCharts Chart

2020 March 27 MarketingCharts Chart

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging
LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land

Social Media Consumption Grows Amid Coronavirus
Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList

CX in B2B Marketing: Top-of-Mind Strategy in 2020
54 percent of B2B marketers say their organizations are focusing most on customer experience and loyalty in their marketing efforts, according to newly-released report data examining global B2B customer experience priorities. MarketingProfs

Coronavirus: Emarketer lowers global ad spend projections for 2020
Worldwide ad spending will decrease due to the COVID-19 pandemic, with a previously expected $712 billion total being revised to $691 billion for 2020, a 3 percent decrease, according to newly-released forecast data, with many expecting even sharper forthcoming ad spend decreases. Marketing Land

B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]
LinkedIn (client) is tops among senior B2B marketers for nurturing leads, with some 84 percent saying the Microsoft-owned platform is the most effective social media channel, followed by Facebook at 43 percent and YouTube at 25 percent, according to recently-released survey data of interest to B2B marketers. MarketingProfs

Facebook Warns of Ad Approval Delays Amid Staff Changes Due to COVID-19 Impacts
Facebook was among the first social media platform to announce that the COVID-19 pandemic would affect how it reviews and approves certain content including ads, with a full slate of Facebook monetized content options being impacted. Social Media Today

2020 March 27 Statistics Image

Sales And Marketing Are Misaligned As Email Lags In B2B Nurture Mix: Study
While some 64 percent of marketing teams said that their organizations use account based marketing (ABM) for at least half of their marketing, 90 percent consider it challenging to successfully use it across multiple channels including sales — two of several findings of interest to digital marketers in recently-released survey data. MediaPost

Instagram's Testing the Capability to Add Hashtags and Location to Stories Highlights
Marketers may soon be able to add location information and up to four hashtags to the Highlights option of Instagram Stories, which stay active beyond the usual 24-hour active period, according to recent test observations — changes that could eventually bring an array of new targeting options to digital marketers' toolkits. Social Media Today

Amazon could win big in the post-coronavirus retail economy
Marketers may swivel more ad dollars to Amazon, which has seen sizable demand increases in response to the COVID-19 pandemic. The firm announced that it was hiring more than 100,000 new workers, and a jump in ad revenue also appeared likely as some marketers have shifted more spend to the e-commerce giant. Marketing Land

Data Hub: Coronavirus and Marketing
28 percent of industrial marketers plan to shift marketing budgets from trade shows cancelled due to COVID-19 to digital advertising instead, while 14 percent will allot that spending to content marketing — one of several statistics of interest to digital marketers contained in newly-released report data from MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 March 27 Marketoonist Comic

A lighthearted look at how not to communicate right now by Marketoonist Tom Fishburne — Marketoonist

Diabolical Mailing List Admin Twirling Mustache and Cackling at Dead “Unsubscribe” Link — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP, Dell Technologies — 3 Tips For B2B Marketers When Your Big Trade Show Is Cancelled Due To Coronavirus — Forbes
  • SAP — Event industry and COVID-19: An insider’s point of view — The Future of Commerce
  • Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes appeared first on Online Marketing Blog - TopRank®.

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