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B2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products 53 percent of B2B buyers in the Gen Z demographic say they use their smartphones when researching and buying for business, and once a purchase has been made 50 percent see brand newsletters as very important — two of several insights of interest to digital marketers contained in recently-released survey data. MediaPost The Behaviors and Attitudes of U.S. Adults on Twitter [Pew Study] Some 69 percent of adult U.S. Twitter users say they utilize the platform to stay informed, with 45 percent looking to express their opinion, some of the findings contained in newly-released Pew Research Center study data examining Twitter usage. Pew Research Twitter Launches Updated Tweet Analytics Card, Providing More Specific Performance Insight Twitter has rolled out new tweet engagement metric data, including a variety of insights on profile visits, media views, new follower counts, link clicks and more, all featured in t...

As the U.S. celebrates Thanksgiving Day this week, the world looks back at another year of challenges, changes in the marketing landscape, and workplace shifts. Despite the global challenges we’ve all faced, we’ve overcome, grown, and adapted, and now is the time to look back on those parts of our lives for which we're the most thankful. This year our team here at TopRank Marketing has continued to grow, 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 in challenging times such as those we’ve all faced over the past two years 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, shared with the hope that you’ll also be inspired to reflect on the silver linings that may be hidden in our lives if we simply take the tim...

Great news! It’s easier than ever to host a virtual event. Not-so-great news! Every B2B brand you’ve ever heard of is ALSO hosting virtual events. And most of us are sick to death of staring at a screen 24/7. That doesn’t mean to not do virtual events. But it does mean we have to be more strategic about putting one together. You have to bring all of your marketing might and prowess to bear in order to make sure your event is attended, and that the attendees have a great experience. Let’s take a look at a few things you can do before, during and after a virtual event to kick it up to the next level. 13 Top Strategies for Virtual Events From content marketing to organic social, a successful virtual event uses every tool in your marketers’ toolkit. In addition, there are a few considerations that are unique to this particular channel. Before the Event: Strategy & Promotion 1 — Set Goals Start your event process by setting goals for the business purpose you want to achieve. F...

Here’s What B2B Content Marketers Will be Investing in Next Year 69 percent of B2B content marketers have said that videos will be their top area of content marketing investment in 2022, with 61 percent saying that events will lead their investment areas next year, while 57 said that owned-media assets will top their content marketing spending in 2022 — two of several statistics of interest to digital marketing contained in recently-released survey data. MarketingCharts New LinkedIn data shows how gen Z is recalibrating the norms of work Gen Z comprises the fastest growing audience demographic on the LinkedIn (client) platform, with 63 percent visiting the Microsoft-owner professional network at least once a week, and 74 percent saying they use LinkedIn to learn new skills, according to newly-released report data. . The Drum YouTube gives dislikes the thumbs-down, hides public counts Google's YouTube video platform has done away with the default display of thumbs-down count ...

What do B2B marketers need to know about crafting a successful email newsletter strategy in 2022 and beyond? What’s changed with newsletter creation during the pandemic, and which fundamental qualities will endure the shifts of time as B2B marketing — and most importantly — the people who build and read newsletters, evolve? While 47 percent of B2B marketers see email as a productive avenue for driving revenue ( ANA ), digital newsletters typically offer even greater effectiveness, especially as dark social, disappearing web browser cookie data, and an increase in the number of folks using ad-blocking technology are on the rise — a topic we recently explored in " Traffic’s Black Hole: What B2B Marketers Need To Know About Dark Social ." Email newsletter offer a fantastic way to meet some of these challenges head on, while also solidifying the human connections that help drive B2B marketing success. Let’s open up the digital newsletter engine and take a look at what gears, co...

Nothing sends up red flags faster than someone saying “Trust me.” It’s the same as “Honestly, I swear, it’s the truth!” You can’t build trust by demanding it — the more you talk about it, the less credible you sound. Building trust takes continued action over time. It’s always a work in progress and it’s incredibly fragile. Brands need to work on building that credibility with their audiences. In the 2020 Edelman Trust Barometer report , 53% of respondents ranked trust as a deciding factor in purchase decisions, second only to affordability. The report also found trust is a crucial indicator for customer loyalty, with half of respondents saying it played a major role. But here’s the challenge: less than half of those surveyed — in 11 countries across the globe — said they trust major brands.  As content marketers, we should be helping build that relationship. And there’s good news on that front! Advertisers are no longer the least trusted source of information. We’re now th...

IAB: First-party Data, Partnerships, Measurement Key Investment Areas In 2022 In 2022 marketing budgets will increasingly shift to digital, with the bulk of spending shifting to video, social media, digital display ads, and paid search, according to newly-released survey data from the Internet Advertising Bureau (IAB). Partnerships with content publishers having first-party data is also expected to be a top marketing investment area in 2022, the survey showed. MediaPost Google, Facebook, and Amazon to account for 64% of US digital ad spending this year Digital advertising spending in the U.S. will grow by $20 billion in 2020, to over $211 billion, and is expected to top $300 billion by 2025 — with the majority of ad revenue being made up by Google, Facebook, and Amazon, according to recently-released ad spending forecast data of interest to digital marketers. eMarketer Dun & Bradstreet Acquires Two Ad-Tech Data Firms, Eyes Personalized B2B Targeting Dun & Bradstreet has ...

What do B2B marketers need to know about so-called dark social, and what are the best ways to manage and integrate unattributable site visitor traffic? Is the old adage that any traffic is good traffic still true as we knock on 2022’s digital marketing door? As we fall back for daylight saving time, let’s spring forward and take a look at these questions and more. What Is Unattributable Traffic — a.k.a. Dark Social? Historically, both dark social and the dark web have had somewhat muddled definitions, as each term has been used to mean both the unattributable segments of the online landscape and — quite differently — the unsavory portions of our Internet realm. For our purposes, we’ll examine dark social as it relates to the difficulties most marketers face when it comes to trying to measure visitor traffic from largely unknown sources. In our usage case, dark social simply refers to the way people share links to our content using private social channels, such as secure messaging ap...

How can B2B brands harness the increasing power of live-streaming content to build audience engagement? Over the course of the pandemic, live-streaming events have catapulted onto our screens and into many new areas of our business lives, and as 2022 looms, there’s no sign that live-stream content usage will dissipate. Quite the opposite appears to be in store, and with good reason, as our CEO Lee Odden outlined earlier this year in “ How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing ,” exploring how engaging B2B marketing experiences are more vital than ever. How are B2B brands achieving success with live-streaming today? Let’s turn on the cameras and mics and take a look at five global B2B brands that have had success through well-planned and innovative use of live-streaming content. 1 — SAP With its Better Together, SuccessFactors, and other live-streaming initiatives, global enterprise software firm SAP* has brought digital transformation...