June 25, 2021
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How easy is it to market online?

2021 June 25 Sprout Social Chart

2021 June 25 Sprout Social Chart

Google delays blocking third-party cookies in Chrome until 2023
Google has announced that it will postpone its previously-announced abandonment of third-party tracking cookies in its Chrome web browser, a change that will now not take place until 2023, the search giant has revealed. The postponement has given marketers additional time to work on and implement alternative tracking methods. The Verge

US ranks last among 46 countries in trust in media, Reuters Institute report finds
29 percent of U.S. consumers say they trust the news media, a figure that is the lowest of any nation in the newly-released annual report from Reuters Institute for the Study of Journalism at Oxford. The report also showed that the pandemic has brought about rapid adoption of new digital consumption behaviors, among other insights of interest to digital marketers. The Poynter Institute

Ad Spending Surges 56% In May, All Media Except Magazines Rise
Advertising spending in the U.S. in May jumping by 56 percent year-over-year, topping April’s 53 percent rise, according to recently-released ad spend data of interest to online marketers. The data also shows that digital ad spending in the U.S. climbed at an even higher 69 percent in May. MediaPost

Facebook launches Clubhouse-like live audio rooms and podcasts
Facebook has rolled out its take on live audio rooms similar to features made popular by audio-call-based social communication firm Clubhouse, and has also launched new podcast and related monetization features on the platform, Facebook recently announced. Reuters

DOA Emails: Consumers Say Only 5% Of Messages Are Well-Timed To Their Needs
Just five percent of consumers say that email offerings they get are well-timed to mesh with their needs, while some 83 percent will, however, purchase from firms that are sending relevant messages — two of several statistics of interest to digital marketers in newly-released email marketing survey data. MediaPost

Consumers are hungry for live events. Here’s how brands should respond
87 percent of consumers say they are willing to use technology while attending live events, with more than half noting that they appreciate the flexibility that hybrid events bring — two of numerous insights in recently-released survey data examining changing expectations for events and digital experiences. Campaign US

2021 June 25 Statistics Image

2021 State of B2B Digital Marketing [Report]
The number one digital marketing trend B2B brands are prioritizing is the utilization of new social platforms, while 57 percent of marketers said that social media was seen as the area of digital customer experience that had the most impact on overall strategic success, according to newly-released B2B digital marketing report data. Wpromote

YouTube Adds New Control Options for Shorts Remixes, Tests Shorts Analytics in the Main App
Google’s YouTube video platform has updated its main mobile app, adding a slew of new features including bulk audio sampling blocking, additional video usage statistic data, and video remixing options for its Shorts feature, the video giant recently announced. Social Media Today

B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers
B2B buyers say that misleading information and not understanding their needs are the two top B2B seller behaviors that will end the possibility of doing business, followed by sellers that don’t understand their own product or service, according to recently-released survey data. MarketingCharts

New Report Looks at Evolving Consumer Expectations From Brands on Social Media [Infographic]
90 percent of consumers will purchase from brands they follow on social, while a leading 33 percent say they prefer social media for reaching out with customer service questions — two of many statistics of interest to online marketers in the latest survey report from Sprout Social. Social Media Today

ON THE LIGHTER SIDE:

2021 June 25 Marketoonist Comic

A lighthearted look at the “customer lifetime value” by Marketoonist Tom Fishburne — Marketoonist

Gamer Captures Bigfoot at Atrocious 1080p Resolution — Hard Drive

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: From Content to Experience for B2B Marketing — LinkedIn (client)
  • Lee Odden — Sorry, Marketers — People Don’t Care About Brands — Mark Armstrong

Have you come across your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thank you for joining us for the TopRank Marketing B2B marketing news, and please come back again next Friday for more of the week’s 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.

The post B2B Marketing News: Brand Social Media Expectations Study, Google Postpones Cookie Changes, & B2B Buyer Behavior Report appeared first on B2B Marketing Blog – TopRank®.

June 25, 2021
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Do you need help with marketing material or software?

increase-in-foot-traffic.png

Since January of 2021, there has been a 49% increase in foot traffic at pizza restaurants across the U.S. And as more people get vaccinated and indoor mask mandates are lifted, the numbers are set to go even higher.

Pizzeria Visits Up 47% Since January

The information comes from the data scientists at brick-and-mortar marketing expert Zenreach. The almost 50% increase was recorded from January to June of 2021 in Italian and pizza restaurants and bars. However, the increase was not the same across the board as some cities saw some fantastic growth, while others didn’t.

The biggest traffic comes from Los Angeles with an increase of 156% in pizza stores. And overall, the state of California saw a 119.9% jump. On the opposite side of the scale is Phoenix with a slight increase of just 5%, while the entire state, Arizona, only up 3.9%.

restaurant-visits.png

image: Zenreach
Two cities famous for their pizzas, Chicago and New York City were up 85% and 82% respectively. But statewide New York had the upper hand with 92.18% and Illinois came in at 79.66%. In other parts of the country, the numbers were up and down with minimal to decent gains. For example, Texas saw a 29.42% jump, while Florida just managed 8.84% since January.

Marketing Strategies for Pizza Restaurants Post-COVID

In a blog written by Megan Wintersteen, VP of Marketing for Zenreach, Wintersteen says pizza restaurants need to tailor their strategies to the coming increased competition as more restaurants open.

Wintersteen has five considerations for pizza marketers.

  • First-party data – You have to perfect your first-party data collection strategy as targeting browsing behavior or third-party data go by the wayside. As Wintersteen says, you have to find places to integrate data collection opportunities.
  • Know your customers – Use tools that are readily available to truly engage with your customers and know who they are.
  • Personalized messaging – Once you know your customers, you are also more likely to know what they want. Create specials and offers to cater to their likes, such as special ingredients on their pizzas.
  • The right KPIs – There are many key performance indicators for measuring your business. Wintersteen says to measure what matters to keep your business growing.
  • Expand your reach – Beyond your channels, email, social media, website, vlogs, and others, look for paid advertising. Zenreach reports restaurants with paid advertising saw a 53% lift in email CTR and close to 180% increase in store Walk-Throughs from email campaigns.

One thing for certain, there will be more challenges and opportunities as the economy keeps opening up. Whether your city saw huge increases or not, marketing your pizza store effectively in the coming months will dictate how well you do.

Image: Depositphotos

This article, “Pizzeria Visits Up 47% Since January” was first published on Small Business Trends

June 24, 2021
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Did you lose your job or business in this pandemic?

expecting-free-shipping.png

A large majority of consumers (66%) expect free shipping on every purchase they make online. An even larger number (80%) expect free shipping when ordering a certain dollar amount on online products.

These were some key insights of the Q2 2021 Consumer Trends Report issued by Jungle Scout.

Jungle Scout, Amazon research tool providers, conducted an anonymous survey of 1,066 US consumers. The survey asked participants about their buying habits, preferences, and behaviors. Respondents were from each state in the US and aged between 18 and 75. They were also of varying professions, employment types and income levels.

Fast and Low-Cost Shipping is Essential

The report confirmed that fast and low-cost shipping is essential in the bid to keep online shoppers happy.

It found that 91% of consumers expect to receive an online order within a week. 9% expect to receive orders the same day.

80% of online shoppers expect parcel tracking on all orders. The same amount wants to be notified when their order has left the warehouse.

Almost two thirds (70%) say they would be very upset if their product didn’t arrive on time. And almost half (47%) say they would be willing to spend more on a product for faster shipping.

Changing Shopping Habits and Expectations

The pandemic and its subsequent lockdowns have altered the way consumers shop and their demands and expectations. Shoppers are making more purchases online and are expecting quick, low-cost, and safe shipping on all products.

To remain competitive and profitable, small businesses need to cater for the surge in online shopping and offer the convenient, reliable and cost-effective shipping consumers’ demand.

JungleScout notes how expectations over shipping are evolving: “Attitudes ad expectations towards delivery and shipping are evolving as consumers have grown to adopt and rely on ecommerce during the Covid-19 pandemic. Online shoppers demonstrate an increased demand for fast and low-cost shipping.”

More Consumers Participating in Second-hand Buying

The report also highlights the rising popularity of purchasing second-hand products online.

  • 32% of the survey’s participants say they are looking for pre-owned products when they shop online.
  • 44% say they have bought or sold pre-owned items over the last year.

The survey confirms Amazon’s popularity as a channel for buying and selling second-hand items online.

For small businesses, entrepreneurs or anyone thinking about starting a venture selling products, JungleScout’s report reinforces the value of not only selling online but offering free, fast and reliable shipping.

Image: Depositphotos

This article, “66% of Consumers Expect Free Shipping on Every Purchase” was first published on Small Business Trends

June 23, 2021
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Do you know anyone that likes to shop online?

business-comeback.png

Are you waking up before your alarm? Infused with optimism? Looking forward to every new day being part of a business operation? You’re not alone.  Thimble reached out to its customer base of more than 50,000 small businesses, and they are feeling positive.

Small Businesses Ready for a Comeback

The pandemic is responsible for upending the business plan of companies big and small. But now that everyone can see the light at the end of the tunnel, they are more optimistic than ever about their comeback. When asked what the comeback will look like, nearly 1/3 felt their business would come back even stronger than it was before the pandemic. However, it will be different across industries.

The report goes on to say, while some segments won’t expect major changes in demand others are worried about having enough capital to launch their summer advertising. One segment, construction pros and contractors, are looking forward to consumers feeling OK with having people work in their homes. This is especially noteworthy because consumer trends indicate people are spending more on their homes and home improvement than ever before.

Furthermore, small business owners are looking to implement systems in place to safeguard their customers and employees from the virus as well as make additional investments. When it comes to COVID-19, 100% of them said they would implement and continue with one of the safety measures used during the pandemic. This includes masking, social distancing, and contactless transactions.

Investing in Growth

The pandemic has taken a toll on the economy, and this goes for both consumers and businesses. And investing in growth has to be measured until the economy really opens up. In the Thimble report, 22% said they would like to reinvest money into hiring as well as spend on existing employees. While this might seem low, a little more than one in five, you have to take into account the past year and a half. Revenue has been low and not everyone was able to get a Paycheck Protection Program (PPP) loan.

As far as customers, 20% of small business owners say they’ll be targeting different groups of customers. Only time will tell how consumers will be spending their money once businesses start opening up. According to Thimble, “Think about how you can re-engage with your market. Do your customers know that you’re coming back? Are there new clients emerging in your industry as the economy stabilizes?”

Small Business Trends (SBT) also reached out to Thimble CEO and Co-founder Jay Bregman with some questions, and here is what he has to say about the next phase of the small business journey.

The Next Phase of the Small Business Journey

SBT: It’s very interesting that 100% of respondents said they’d continue with at least one of the safety measures. Does that work two ways – builds confidence with customers, and helps keep workers/owners healthy? Do you think considerations regarding the health of workers/owners factored into this response?

Jay Bregman: Absolutely. We’re seeing this in consumer life too — it’s not easy to just “turn off” all of these safety measures that have been so important over the last year. The business owners we talk to definitely want to play it safe and keeping some of these measures in place goes a long way toward reassuring customers while giving yourself peace of mind.

SBT: Great attitudes, with 1/3 feeling that their biz would come back stronger than ever. What about the other 2/3s? Did some respond that they thought it would stay the same? Worse? Not come back at all?

Jay Bregman: Only about 20% of small businesses were wary that their business would not come back to where it was, which speaks to the optimism of the small business segment. Among this group, most cited the fact that they expect a very slow recovery, and that their advertising and other funds were depleted, so they’ll be working uphill.

About half of responses were lukewarm toward recovery, saying that they just can’t predict customer behavior in the coming months, but that they’re optimistic that consumers will be more open to having tradespeople in their homes, will have more disposable income, and so forth.

SBT: According to the Thimble report, businesses learned more about their customer base and how to engage them. For example, no contact service, which will definitely continue. In many ways, do you think that the customer/biz relationship was strengthened as customers saw what businesses did to keep operating, how hard they were trying?  Do you think that getting through the pandemic built stronger customer loyalty? Should that loyalty be rewarded (reopening specials, loyalty discounts)?

Jay Bregman: Customers really stepped up across the board throughout the pandemic. Whether it was buying gift cards to support their favorite restaurants in the early days of quarantine, or shopping local and small throughout the past year, it’s been inspiring. I do think we’ll see lots of reopening specials as small businesses looking to reward their customers — but I also think the general return to normal will be a big boost to everyone’s moods and in turn their spending.

SBT: According to Thimble’s report, respondents want to spend money on hiring and spending (for existing employees). But how can they do that as they struggle with budget constraints during reopening? Should they talk/meet with employees to discuss this?

Jay Bregman: It’s a tricky path to navigate. There is a definite desire to invest in your team, but the economic reality might not be there right this second. The small businesses I’ve been talking to tell me they’re trying to be optimistic about planning for the future, and some of that involves investing in the team ahead of business truly coming back to 100%. But the optimism is indeed there–and I think most folks believe this summer is going to be very busy.

You can read the report HERE.

Image: Depositphotos

This article, “Thimble Small Business Customers Ready for Comeback” was first published on Small Business Trends

June 22, 2021
  • by

Do you need help with marketing material or software?

skillshare teacher

With more and more people going online to learn new skills, it’s a great time to share knowledge with others and earn money. On Skillshare, you can monetize any number of skills. But what is Skillshare and how do you leverage it? Here’s all you need to know to get started as a Skillshare teacher.

What is Skillshare and how does it work?

Founded in 2010, Skillshare is an online community for learners and teachers. It offers classes for various topics, including design, video, photography, illustration, or starting a handmade business, and more.

For the students, there are two options available – free and paid. But many classes can be accessed at no cost, making it a popular e-learning site.

8 Reasons Crafting Entrepreneurs Should Teach on Skillshare

1. Reach a Large Potential Audience

Finding an audience interested in their skills is often a challenge for trainers. You may have truly valuable knowledge to share, but marketing it can be difficult. That’s where Skillshare makes the work easier.

With millions of users all over the world, it provides an opportunity to reach a large group of people.

2. Build a Business Teaching your Passion

Over the years, Skillshare has built a strong community of teachers who are passionate about sharing their knowledge.

By teaching on Skillshare, you can raise your profile as an expert and build your brand. You may also find it refreshing to potentially connect with millions of students worldwide. Teaching can also help you avoid handmade business burnout and regain some of the passion you have for the craft.

3. Discover Resources for Creating Content and Teaching Classes

To help get started, Skillshare offers a host of resources. It also has a very straightforward process designed to keep your classes engaging.

To begin with, there’s the Teacher Handbook, a comprehensive guide to help create impactful classes. There’s also a Teach Challenge module that provides useful tips on how to boost earnings on the platform.

4. Develop the Skills to Create Online Courses for Crafting Students

Creating a class that students find useful is often tricky – especially when it’s online. With Skillshare, the process of creating online courses is relatively simpler.

Your class needs to be video-based and it has to be at least 10 minutes long. On an average, classes run for 30-40 minutes. The class guidelines page provide all the details you need to design courses. These include tips on how to create engaging content and topics that you must avoid.

5. Test Course Ideas with your Target Audience

Skillshare is a thriving community of learners who are constantly looking out for relevant courses. To be able to catch their attention and entice them to sign up, it’s good to test your class ideas first. Here’s how you can do it.

Practice and publish a short version or teaser, promote it to potential members and check whether or not they find the topic interesting. Once validated, you can create a longer class that covers the topic in further detail.

6. Connect with Other Skillshare Teachers

Another advantage of teaching on Skillshare is you can grow your network. You will find other instructors on this platform sharing interests that may be similar to yours. This way, you can get ideas for your classes and stay updated on topics on trend.

You can find helpful tips and resources at the Skillshare Teacher Center. Here top teachers share their experiences and provide advice to make the navigation on the platform easier for you.

7. Get Yourself Out There

Since it’s a community-based ecosystem, Skillshare is useful for you to gain exposure for your work and business. Many instructors have connected through it and formed partnerships and collaborations. In other words, it can help raise your profile and create opportunities beyond teaching.

8. Earn A Passive Income as a Skillshare Teacher

Part of Skillshare’s popularity is the potential for teachers to earn money. According to the site, an instructor can make around $200 in the first month with one class. By building your profile and becoming a top teacher, you can make approximately $3,000 a month. This is good money for a side hustle.

How do You Become a Teacher on Skillshare?

Skillshare doesn’t require you to submit an application and wait until you’re approved to start teaching. Anyone with a passion to teach, share knowledge and improve income can become a teacher here in just a couple of steps.

  1. Create a Skillshare account for free
  2. Create a class draft
  3. Work at your own speed to publish your class whenever you are ready

How to Make a Skillshare Class

To make the most out of your class on Skillshare, you need to keep a few things in mind. Here are the steps to create your class.

  1. Choose a topic you want to share
  2. Validate your idea to ensure your class is popular with members
  3. Create an outline for your project
  4. Produce and publish your class using resources on the platform
  5. Promote it via email, social media to get the word out

How do I Make Money Teaching on Skillshare?

Skillshare has a transparent payment structure with teachers getting paid for every minute watched by Premium students in the classes – and for every student they bring through referral.

Here’s how it works:

  • Teachers get $10 for every student they get to Skillshare and that signs up for Premium Membership
  • Royalties are based on the number of minutes watched in your classes each month

How much does it cost to teach on Skillshare?

One thing that makes this site attractive to thousands of teachers is that costs nothing to start using it. As an instructor, you don’t have to pay anything to start teaching and making money.

Do I have access to classes if I cancel my Premium Membership?

The Premium Membership model is just for the students – not trainers.

How much do teachers make on Skillshare?

On average, an instructor can make approximately $200 in the first month with the first lesson. Top instructors make around $3,000 a month.

Is Skillshare good for instructors?

It’s a good e-learning website where you will find a highly engaged community of both instructors and students. You will also have access to resources and guidance to make your class engaging. And you can boost your income through it. The challenge, though, is to stand out and find a way to make classes more popular. It’s also available mainly in English that may pose a challenge if you’re interested in creating courses in other languages.

What could I teach on Skillshare?

You can choose from a wide variety of interesting topics where you are more skilled. Here are some ideas to explore:

  • Best practices to host your webinar
  • Influencer marketing: Mistakes to avoid
  • How to grow your website with chatbots
  • Unique opportunities to earn money in 2021
  • Building a solid video marketing strategy for your restaurant business
  • What’s next in email marketing

Image: Depositphotos

This article, “Crafters: Become a Skillshare Teacher to Earn Extra Cash” was first published on Small Business Trends

June 21, 2021
  • by

Do you know anyone that likes to shop online?

worker-shortage-problem-for-small-business-1.png

A new survey from The Conference Board reports U.S. businesses are facing historic difficulty in finding qualified workers. According to this survey, it is especially difficult for small businesses in the service industry,

Worker Shortage Problems for Small Businesses

The survey looks at the human capital response to the COVID-19 pandemic. And while the pandemic is still affecting everyone, the impact of corona virus on small businesses is particularly hard.

For those hiring mostly industry and manual services workers, 80% of the respondents are having a hard time finding qualified workers. Twenty-five percent of them say they are finding it very difficult to find workers, and 55% somewhat difficult. Before the pandemic, only four percent said they found it difficult to find qualified workers.

The numbers for organizations with professional and office workers did not fluctuate that much before and after the pandemic (April 2021).

Qualified-Workers.png

image: conference-boardThe problem also extends to retaining workers for industry and manual services organizations. Before the pandemic, 27% found it difficult to retain their workforce, and it went up to 41% in April 2021. And three percent said it was very difficult before and eight percent after.

For professional and office workers 22% said it was difficult before and 25% after. And as far as being very difficult it was one percent before and three percent after.

Qualified-Workers.png

image: conference-boardBusinesses across all industries are going to face more challenges when it comes to finding workers as the economy reopens. Frank Steemers, Senior Economist at The Conference Board, says “This poses a growing challenge to companies that are looking to attract and retain this cohort of the US workforce.”

However, he also points out this is going to bode well for workers. Adding it will accelerate wage growth and more employment opportunities.

Coming Challenges

The survey points out companies looking to hire will face challenges in the coming months. This will likely cover most industries as they ramp up output to meet the growing demand from the opening economy.

The challenges are:

  • Recruiting qualified workers and retaining existing ones
  • Adjusting to many employees working primarily remotely
  • Addressing deteriorating employee well-being
  • Managing the return to the workplace

Remote Work and Well Being

Remote work and well-being seem to go hand in hand as more people work from home without the social interactions of an office. When it comes to remote work, close to 75% of organizations had less than 10% of their employees working remotely in April 2020.  In 2021, human capital executives expect 40% or more of their employees to still work primarily remotely one year after COVID-19 subsides.

Working-Virtually.png

image: conference-boardThe report says, “Expect workplaces to be emptier and more diffused as remote work remains the norm post-pandemic.” Workers are saying they are burned out, working more hours, using employee assistance, and seeking mental health support.

Well-Being.png

image: conference-boardThis survey was conducted by The Conference Board in April 2021 with the participation of more than 230 HR executives. The respondents weighed in about the ongoing impact of COVID-19 regarding the workforce as well as the workplace.

Image: Depositphotos

This article, “New Survey Quantifies Worker Shortage Problem for Small Business” was first published on Small Business Trends

June 20, 2021
  • by

How easy is it to market online?

2021 June 18 MediaPost IPG Chart

2021 June 18 MediaPost IPG Chart

Almost 90% of B2B Content Consumption Said to Take Place Outside the C-Suite
Nearly 90 percent of B2B content consumption involves those outside corporate executive-level management, with some 21 percent being consumer by individual contributors, according to recently-released B2B buyer breakdown by job titles survey data. MarketingCharts

Podcasts start coming to Facebook next week
Facebook will begin rolling out a new podcast feature on June 22, offering podcast creators a new distribution channel, with features such as one minute promotional clips — to appear in a forthcoming podcasts tab — the social media giant recently announced. The Verge

TikTok Owner ByteDance’s Annual Revenue Jumps to $34.3 Billion
TikTok parent ByteDance saw a 93 percent jump in gross profit during 2020, with revenue more than doubling to $30 billion, the popular short-form social video platform that has seen increasing business interest recently announced in annual employee financial performance data. Wall Street Journal

Google Launches Search Console Insights
Google has launched a new feature to its Search Console product that presents audience data from Google Analytics combined with Search Console insights, to offer an expanded look at customer audiences, the search giant recently announced. Search Engine Journal

YouTube Will Now Enable Creators To Add Midrolls, End Screens and Captions While Their Video Is Processing
Google-owned YouTube has released a new time-saving feature in its YouTube Studio that will smooth workflow for marketers by allowing users to perform more tasks while the initial video uploading process is underway, the firm recently reported. Social Media Today

More Advertisers Envision Return to In-Person Events
17 percent of advertisers plan to resume sponsoring in-person events in the final quarter of 2021, while 16 percent say they plan to do so in the first quarter of 2022, according to newly-released survey data. The survey also showed that some 10 percent of advertisers say that they have no plans to resume sponsoring in-person event. MarketingCharts

2021 June 18 Statistics Image

Augmented Reality Market to Hit $175B by 2026: ABI Research
The global augmented reality (AR) and mixed reality (MR) market will top $175 billion by 2026, with almost 28 million smart glasses expected to ship by then, according to recently-released forecast data of interest to digital marketers. AV Network

Spotify launches its live audio app and Clubhouse rival, Spotify Greenroom
Spotify has begun launching Greenhouse, its Clubhouse-life mobile app offering with features that can also turn live audio conversations into podcasts on the Spotify platform, the firm recently disclosed. Spotify also plans to eventually infuse targeting recommendations and additional Spotify-specific functionality into Greenhouse. TechCrunch

LinkedIn bets on remote events, investing in $5 billion-plus virtual platform company Hopin
Microsoft-owned LinkedIn (client) has invested in virtual conference technology firm Hopin, in a push to allow customers to extend the reach of their live events onto LinkedIn with new immersive experiences, Hopin recently announced. CNBC

Global Ad Growth Consensus Lifted To 10.6% In 2021, 8.2% In 2022
Advertising spending worldwide in 2021 is expected to jump by 10.6 percent, with an 8.2 percent increase forecast for 2022, according to recently-released global ad spend forecast data of interest to online marketers. The figures represent a strong rebound from the 5.2 percent decrease seen in 2020. MediaPost

ON THE LIGHTER SIDE:

2021 June 18 Marketoonist Comic

A lighthearted look at the “the next big thing in marketing” by Marketoonist Tom Fishburne — Marketoonist

Microsoft’s best Cannes Lions-winning ads and campaigns — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Have you found your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for more of the week’s 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.

The post B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers appeared first on B2B Marketing Blog – TopRank®.

June 19, 2021
  • by

Do you know anyone that likes to shop online?

2021 June 18 MediaPost IPG Chart

2021 June 18 MediaPost IPG Chart

Almost 90% of B2B Content Consumption Said to Take Place Outside the C-Suite
Nearly 90 percent of B2B content consumption involves those outside corporate executive-level management, with some 21 percent being consumer by individual contributors, according to recently-released B2B buyer breakdown by job titles survey data. MarketingCharts

Podcasts start coming to Facebook next week
Facebook will begin rolling out a new podcast feature on June 22, offering podcast creators a new distribution channel, with features such as one minute promotional clips — to appear in a forthcoming podcasts tab — the social media giant recently announced. The Verge

TikTok Owner ByteDance’s Annual Revenue Jumps to $34.3 Billion
TikTok parent ByteDance saw a 93 percent jump in gross profit during 2020, with revenue more than doubling to $30 billion, the popular short-form social video platform that has seen increasing business interest recently announced in annual employee financial performance data. Wall Street Journal

Google Launches Search Console Insights
Google has launched a new feature to its Search Console product that presents audience data from Google Analytics combined with Search Console insights, to offer an expanded look at customer audiences, the search giant recently announced. Search Engine Journal

YouTube Will Now Enable Creators To Add Midrolls, End Screens and Captions While Their Video Is Processing
Google-owned YouTube has released a new time-saving feature in its YouTube Studio that will smooth workflow for marketers by allowing users to perform more tasks while the initial video uploading process is underway, the firm recently reported. Social Media Today

More Advertisers Envision Return to In-Person Events
17 percent of advertisers plan to resume sponsoring in-person events in the final quarter of 2021, while 16 percent say they plan to do so in the first quarter of 2022, according to newly-released survey data. The survey also showed that some 10 percent of advertisers say that they have no plans to resume sponsoring in-person event. MarketingCharts

2021 June 18 Statistics Image

Augmented Reality Market to Hit $175B by 2026: ABI Research
The global augmented reality (AR) and mixed reality (MR) market will top $175 billion by 2026, with almost 28 million smart glasses expected to ship by then, according to recently-released forecast data of interest to digital marketers. AV Network

Spotify launches its live audio app and Clubhouse rival, Spotify Greenroom
Spotify has begun launching Greenhouse, its Clubhouse-life mobile app offering with features that can also turn live audio conversations into podcasts on the Spotify platform, the firm recently disclosed. Spotify also plans to eventually infuse targeting recommendations and additional Spotify-specific functionality into Greenhouse. TechCrunch

LinkedIn bets on remote events, investing in $5 billion-plus virtual platform company Hopin
Microsoft-owned LinkedIn (client) has invested in virtual conference technology firm Hopin, in a push to allow customers to extend the reach of their live events onto LinkedIn with new immersive experiences, Hopin recently announced. CNBC

Global Ad Growth Consensus Lifted To 10.6% In 2021, 8.2% In 2022
Advertising spending worldwide in 2021 is expected to jump by 10.6 percent, with an 8.2 percent increase forecast for 2022, according to recently-released global ad spend forecast data of interest to online marketers. The figures represent a strong rebound from the 5.2 percent decrease seen in 2020. MediaPost

ON THE LIGHTER SIDE:

2021 June 18 Marketoonist Comic

A lighthearted look at the “the next big thing in marketing” by Marketoonist Tom Fishburne — Marketoonist

Microsoft’s best Cannes Lions-winning ads and campaigns — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Have you found your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for more of the week’s 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.

The post B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers appeared first on B2B Marketing Blog – TopRank®.

June 18, 2021
  • by

How easy is it to market online?

Happy business people image.

Happy business people image.

Forever altered by the pandemic, which new directions is B2B marketing going, and what’s in store for marketers in 2022 and beyond?

To help answer these questions and others, we’ve tapped into our poll data to see how the pandemic has affected how B2B marketers work, their outlook for the future, and what we’ve collectively lost and gained over the past year and a half.

Audience poll data offers a valuable gauge on the pulse of B2B marketers, and for over two years we’ve run weekly social media polls on our Twitter and LinkedIn* pages.

The insight you’ve shared with us during the pandemic gives us insight into what’s changed, what’s gone for good, and what may come back stronger than ever in B2B marketing.

We’ll use our own poll data to take a look at the B2B marketing trends that have emerged during this unprecedented year and a half.

Building on the insights we shared in “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” our most recent poll numbers paint a sometimes-surprising picture of B2B marketing sentiment in 2021.

Let’s jump right in and take a look.

Pandemic Poll #1 — Work Volume

The first pandemic related poll we conducted was on April 14, 2020, when we asked B2B marketers how the volume of work they’ve done with influencers had changed during the first few months of the global health crisis.

2020April14TwitterPoll

At that point relatively early in the pandemic, 36 percent of our respondents noted an increase in their use of influencers in marketing efforts.

Pandemic Poll #2 — Learning New Skills

A month later on May 12, 2020, our second pandemic-related poll asked B2B marketers whether they had used their time during quarantine to learn new marketing skills online.

A sizable 63 percent of respondents said that they had indeed learned new skills online while isolating.

2020May12TwitterPoll

Pandemic Poll #3 — Pain Points

As the pandemic moved into summer, on July 7, 2020 we were curious about the pain points B2B marketers were being faced with.

2020July7LIPoll

2020July7TwitterPoll

Decreasing business or budgets was the top concern, with 64 percent of our Twitter poll respondents saying that was their biggest pandemic pain point, a sentiment shared by 46.2 percent of our LinkedIn respondents.

Pandemic Poll #4 — The Rise of Virtual Events

As the summer wore on, virtual marketing event options began to appear as alternatives to long-standing in-person events, and on July 20 we wondered how many such events B2B marketers were planning to attend during the second half of 2020.

2020July21LIPoll

Most B2B marketers planned to attend between one and five virtual events before the end of 2020, with 11 percent noting they would attend between six and ten online events.

Pandemic Poll #5 — Long-Term Remote Work Feasibility

On August 18, 2020 we wanted to learn more about how B2B marketers were feeling about the long-term feasibility of remote work.

2020August18LIPoll

2020August18Poll

By this time, most B2B marketers had much greater acceptance when it came to the long-term feasibility of remote work than they did before the pandemic.

This poll backed this notion, with over three quarters of respondents on both our LinkedIn and Twitter polls saying that they had either more acceptance or much greater acceptance of remote work as a long-term practice.

Hybrid work scenarios are also very much a part of continuing conversations about the future of work, as I recently explored in “Hybrid & Remote Work Trends That Will Alter The Future Of B2B Marketing.”

Pandemic Poll #6 — Post-Pandemic Marketing Predictions

When autumn rolled around, on September 2, 2020 we asked B2B marketers which category of marketing they believed would be the most important in post-pandemic business marketing.

2020September2Polls

2020September2LIPoll

39 percent of our LinkedIn poll takers said that always-on marketing would be the most important type of post-pandemic marketing, followed by 26 percent who said search and social, 19 percent who picked marketing technology, and 16 percent who picked influencer marketing.

40 percent of our Twitter poll respondents said that search and social will be most important, 30 percent said marketing technology, 16.7 percent picking influencer marketing, and 13.3 percent for always-on marketing.

The results point to the mixed viewpoints and uncertainly surrounding just what will be the most important when the dust from the pandemic fully settles.

Our own Nick Nelson explored the topic, in “Brave New World: The Model for B2B Marketing Success, Post-Pandemic.” Optimizing our B2B marketing strategy for a post-pandemic world requires understanding where the key shifts have occurred, and how to adapt. From executive thought leadership to rethinking marketing experiences, Nick’s article explores five ways that B2B marketers can smartly adapt and thrive in our reshaped environment.

Pandemic Poll #7 — Where Influence Has Helped The Most

On October 13, 2020 we asked marketers which facet of their B2B influencer marketing program had seen the greatest success during the pandemic.

2020October13LIPoll

2020October13Polls

42 percent of our LinkedIn poll-takers said that inspiring trust was the area of their B2B influencer marketing program that had seen the greatest success during the pandemic, followed by thought leadership growth, raising brand awareness, and attracting customers.

Among our Twitter poll-takers thought leadership growth was the top choice, followed by inspiring trust and attracting customers.

Pandemic Poll #8 — Top Marketing Fears

As a pandemic Halloween approached, on October 29, 2020 we wanted to know what B2B marketers saw as their biggest fears in marketing.

2020October29Polls

On both LinkedIn and Twitter the biggest fear was the uncertainty of the pandemic, with some also choosing the powerful fear of failure.

I expanded on turning fear into success in a full article to accompany our poll, in “10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes.”

Pandemic Poll #9 — Success Stories

On November 17, 2020 we asked marketers which areas had benefited the most from the increased use of digital tools the pandemic had brought about.

2020November17Polls

2020November17TWPoll

Influencer marketing was seen by both our LinkedIn and Twitter poll-takers as the greatest beneficiary when it came to areas that grew during the pandemic. Content marketing was the second choice, followed by always-on and then values-driven marketing.

Pandemic Poll #10 — What Marketers Look Forward To

As 2020 wound to a close, with glimmers of post-pandemic hope starting to form, we wondered what B2B marketers were most looking forward to in 2021.

2020December29LIPoll

2020December29Polls

What were B2B marketers most looking forward to in 2021?

Post-pandemic life was by far the top choice of both our Twitter and LinkedIn poll-takers, followed by in-person events and physical meetings.

Pandemic Poll #11 — Top Tactics For 2021

Our first poll of 2021 on January 5 asked B2B marketers which business marketing tactic they were the most optimistic about for the year ahead.

2021January5LIPoll

2021January5Polls

When we asked which business marketing tactic poll-takers were most optimistic about, on LinkedIn 36 percent chose content marketing, 29 percent search and social, 21 percent influencer marketing, and 14 percent who selected always-on marketing.

Among our Twitter poll-takers some 50 percent chose content marketing, 25 percent search and social, followed by 16.7 percent who picked influencer marketing, and 8.3 percent who chose always-on marketing.

Pandemic Poll #12 — Permanent Remote & Hybrid Work

Our latest completed pandemic-related poll, on June 8 asked simply how do B2B marketers want to work during post-pandemic life.

2021June8LIPoll

2021June8TWPoll

Among 88 poll takers on LinkedIn, 52 percent said that wanted a hybrid mix of remote and office work types, 43 percent wanted fully remote work, and just 3 percent a full return to office work.

On Twitter, 75 percent of B2B marketers preferred a hybrid scenario, 15 percent fully remote, and 10 percent a full return to the office.

Pandemic Poll #13 — Returning To In-Person Marketing Events

Our newest poll asks, “B2B marketers, do you plan to attend an in-person marketing event during the second half of 2021?”

You can share your input by voting on either our TopRank Marketing LinkedIn or Twitter pages — or on both.

A Bright Future For B2B Marketers

via GIPHY

Keeping your eyes open to the pulse of your audience — whether it’s from poll results, questionnaires, surveys or other types of feedback — can go a long way indeed when it comes to making your B2B marketing efforts more grounded and authentic. It can also help make your communication more of a two-way street, and not only a publish-and-forget effort.

We hope you’ve found this peek into some of our own poll results eye-opening as you navigate the uncertain marketing landscape 2021 has given us, as we forge ahead towards a post-pandemic world.

To learn more from poll data insight, not limited solely to the pandemic, check out our “B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success,” and “Show Me The Numbers: 20 B2B Marketing Insights From Audience Poll Data.

Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn is a TopRank Marketing client.

 

The post What Pandemic Poll Data Reveals About The Future of B2B Marketing appeared first on B2B Marketing Blog – TopRank®.