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For US B2B Product Buyers, Amazon Business Proves Influential, but May Decline [Survey] Some 49 percent of B2B product buyers have said that they search for B2B items using Amazon Business, topping the 39 percent who say they use vendor websites and 37 percent who utilize other B2B marketplaces — one of several insights contained in recently-released preferred B2B buying channel survey data. MarketingCharts Google Nearly Doubles Profit, Capitalizing On Omnichannel Advertising Google parent firm Alphabet came close to doubling profit last quarter, representing its strongest quarterly rise in over a decade, with Google's YouTube seeing advertising revenue figures that climbed by 43 percent to $7.2 billion, while overall ad business sales topping $53 billion, the search giant recently announced. MediaPost Instagram Now Allows Anyone to Publicly Participate in Stories Facebook's Instagram platform has given all its users the ability to create public threads within its Storie...

How can B2B marketers weigh confidence for the future with adequate caution and still plan thoroughly for 2022 budgeting success? Confidence is rising for 2022 marketing spending, and as B2B brands move forward after the turmoil and uncertainty of the pandemic, savvy marketers benefit from embracing budgeting optimism while simultaneously seasoning budgeting strategy with a healthy dose of vigilance and care. Digital advertising budget optimism has risen significantly since the initial months of the global health crisis, and recent report data is showing this increased confidence. A net 76 percent of marketers plan to expand their media budget for digital video during 2022, representing the top area of media expansion planned for next year, followed by branded content by influencers at 71 percent and social media story ads at 70 percent — several of many statistics of interest to B2B marketers contained in recently-released budget trend survey data from Kantar and MarketingCharts . ...

Allow me one more scary story, even though Halloween is over… Once there was a marketer who created an eBook with content from ten respected influencers in their industry. The marketer released the eBook, sent an email to notify the contributors… And not one of them shared the content. Without amplification, the content was dead on arrival, and some say it haunts the marketer’s office to this very day… Whew! Spooky story, right? One of the big benefits of influencer marketing should be built-in amplification of the content.  But influencers don’t always hold up their end of the bargain. Fortunately, there are a few things that B2B content marketers can do throughout the content co-creation process to help influencers follow through on amplification.  5 Tips for Social Influencer Amplification Before you even choose influencers for your project, you can start strategizing for maximum amplification. Here are my top tips in chronological order. 1 — Pick Influencers W...

Dow Jones Data Identifies B2B Content-Targeting Strategy 73 percent of B2B marketers said they find it reassuring to learn more about a brand even when they're already in the buying journey, while 68 percent view content about a brand that comes from business news and trade media as more trustworthy than information from the brand's website — two of several statistics of interest contained in newly-released survey data of interest to digital marketers. MediaPost LinkedIn Engagement Continues to Grow, Ad Revenue Rising Amid Economic Recovery Record engagement levels, up some 19 percent from the last quarter, were among the quarterly highlights for Microsoft’s LinkedIn platform (client), accompanied by revenue that grew by 42 percent and advertising demand up some 61 percent, Microsoft recently announced. Social Media Today With Younger Audiences Going Ad-Free, Brand Integration Is More Important Than Ever Brand integration is becoming more of a key marketing tactic as mor...

Are you making any of these five all-too-common yet often monstrous B2B marketing moves that will come back to haunt you? As we once again greet the season of ghosts and all things haunted, it’s the perfect time to open that creaky cobwebbed door where B2B marketing horrors and nightmares await. There’s no need to be afraid, however, as we’ve got the digital garlic you need to ward off even the most ghoulish of B2B baddies and their marketing missteps and mistakes. Sit back, and let’s take a moment to look at five of the most monstrous and horrifying marketing moves that will only come back to haunt you, and in doing so we’ll go on a digital marketing ghost-busting adventure. 1 — Don’t Frankenstein Your Marketing Efforts via GIPHY Frankenstein is a symbol of all of those marketing pieces that don’t fit together, combined willy-nilly into a hodgepodge of fragmented marketing that doesn’t offer the kind of cohesive experience savvy marketers are constantly striving for. A mad scient...

Where is B2B content marketing headed in 2022 and beyond? Continuing an impressive and time-tested marketing tradition, the recently-released twelfth annual B2B Content Marketing Benchmarks, Budgets, and Trends research report from Content Marketing Institute (CMI), MarketingProfs, and ON24 offers up a bountiful array of insights for B2B content marketers, and helps us answer this key question and several others. The 54-page 2021 edition provides a comprehensive look at how some of the top content marketers have been making an impact and achieving success during the past year, even with the unprecedented challenges we’ve all faced. B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond, as we'll examine. Let’s take a look at some of the insights and revelations from the research data that you can take action on and use today in your own B2B content marketing efforts, and includ...

IAB Projects 8% Growth In 2022 Digital Ad Spend, Warns About 'Bad' Ad Experiences U.S. digital advertising spending is expected to see 8 percent growth during 2022 to reach $165.4 billion, and topping the $200 billion mark by 2025 — increases from 2020's $139.8 billion, according to newly-released forecast data of interest to digital marketers. MediaPost Podcasts Google Knowledge Panels Go Live Google has added podcasts to the services that can have extended visibility Knowledge Panels among the search firm's result pages, giving B2B marketers who utilize podcasts a potential new promotion opportunity, in a recent rollout from the search giant. SEO Roundtable Advertising No Longer The Least-Trusted Profession, But Not By Much Recently-released survey data shows that although advertising executives no longer rank as the least trusted profession, ad professionals are still seen by both U.S. and global audiences as having significant ground to make up when it comes ...