Jan 19, 2022
Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust
In Wellness Forum
Influencers see surge in engagement, want to help SMBs While other forms of marketing have generally seen decreased effectiveness figures during the coronavirus pandemic, influencer marketing has seen surging social media engagements and impressions, with some 70 percent of influencers seeing audiences seeking guidance from them during the crisis, according to recently-released survey data of interest to digital marketers. Influence Central Forrester: Brands must build trust as coronavirus saps consumer sentiment Although brands have been facing decreased consumer confidence due to the coronavirus pandemic, some are also achieving new levels of trust by helping consumers regain a sense of control, a shift examined in newly-released consumer energy index survey data from Forrester. Marketing Dive Forrester Chart Facebook Added a New ‘Experiments’ Element to Ad Manager to Help Optimize Ad Performance Facebook has released new online video watching features to meet growing usage demands due to the coronavirus pandemic, including audience targeting campaign test results that are easier to track, and other additions that had previously been available only to partners, the social media giant announced recently. Social Media Today An Age Gap Emerges in the Streaming Video Ad vs. Costs Debate 52 percent of the 25-34 age group demographic are open to seeing more online advertisements in exchange for lower streaming video service fees, while just 28 percent older than 55 take the same view, two of several findings of interest to digital marketers in new survey data. MarketingCharts The new contextual ad targeting works, study says With browser cookie-based tracking on the wane, contextual advertising has been getting a second look from marketers seeking alternative tracking, and recently-released test results found that contextually relevant ads generated some 43 percent greater neural engagement along with 2.2 times better ad recall, among other findings of interest to marketers. Search Engine Land Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic [Edelman] Brands can meet the challenges surfaced by COVID-19 by offering solutions and setting aside passion, according to newly-released consumer trust report data from Edelman, which revealed that some 57 percent of consumers want brands to stop all humorous or light-hearted marketing and advertising during the pandemic. Edelman 2020 April 3 Statistic Image Remote working: B2B brands feeling more resilient than B2C B2B marketers have a greater sense of resiliency than their B2C counterparts, especially when it comes to remote collaboration, with 51 percent of 工作职能邮件数据库 B2B marketers viewing their organizations as very proficient at conducting remote work, while just 34 percent of B2C marketers took the same view — two of several findings of interest to online marketers contained in new Marketing Week and Econsultancy survey data. Marketing Week UK B2B marketers split on whether they can overcome coronavirus pandemic While some 45 percent of B2B marketers in the U.K. said that they were either extremely or fairly confident about finding success during the coronavirus pandemic, just 40 percent felt confident in achieving any return on investment (ROI) from current campaigns, according to recently-released survey data from CogniClick. The Drum Three Points B2B Sellers Should Consider to Improve Buyers’ Experiences 86 percent of B2B technology buyers have an expectation that they will receive personalized sales material — a rate that is likely responsible for 71 percent of B2B buyers saying that their salesperson relationship directly influenced a recent purchase. These purchasing experience results are along several of interest to digital marketers in newly-released report data. MarketingCharts How COVID-19 Is Impacting Social Media Ad Rates and Engagement The coronavirus pandemic has brought lower cost per click (CPC), click-through rate (CTR), and ad spending figures for brands, including social media ad engagement that was down 17.2 percent during the middle of March, according to newly-released report data from Social Bakers of interest to digital marketers. MarketingProfs ON THE LIGHTER SIDE: 2020 April 3 Marketoonist Comic A lighthearted look at decision paralysis by Marketoonist Tom Fishburne — Marketoonist MySpace Tells Employee to Stay Home During Pandemic — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS: Lee Odden — What’s Trending: Marketing in Troubled Times — LinkedIn (client) Lee Odden — Creando estrategias de contenido B2B – Webinar con Lee Odden (Inglés) [Video – In Spanish] — B2B Marketers Lane R. Ellis — Want to Increase Your Small Business Knowledge? Here are 10 Expert Tips — Small Business Trends Lee Odden — 10 Takeaways from HubSpot’s State of Marketing 2020 Report — Weidert 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.