Digital Marketing News 11-1-2019: What’s Holding B2B Marketers Back?

Digital Marketing News 11-1-2019: What’s Holding B2B Marketers Back?


Welcome to the digital marketing news.
I’m Tiffany Allen. And with your first story this week I am Joshua Nite. Hey Tiffani, you know what gives me a warm and fuzzy feeling? Is it your sweater? It is – this awesome,
amazing sweater, and I feel like Mr. Rogers is just giving me a hug all the
time and it’s great. But what else gives me a warm fuzzy feeling is seeing some
of our favorite friends partners hashtag clients are doing well yes and I have
some great news on that front linkedIn has reported that their
engagement is continuing to rise and their membership as well this is the
latest from the future apparently Microsoft just put out their q1 20/20
report so those guys are there innovating throw the bleep match there
okay but they said that Layton’s revenue has
grown 25% largely because the marketers like us investing in them to reach
audiences channel but they said for people using the platform sessions are
22% they are they have quote record levels of engagement it’s not sure if
it’s a 33 in third or like the 78 but rpm but record levels of engagement and
job postings and they have added nearly a hundred million new members in the
past year Wow so go for it LinkedIn that’s fascinating
to see it evolve as platform and of course for marketers we think there’s a
lot of potentially you know what else b2b marketers are talking about is it
shaft no maybe today that’s more experienced oh I suppose it would yeah
they do that so I think server conducted a survey of 700 feet to be marketing
decision-makers 30 percent of which owned up to delivering a poor digital
experience to their customers that’s nearly a full third that is nearly Apple
very low it is 54% of those folks that they are held back by disjointed
technology talking to each other this is true even though 82 percent believe that
a functional website is essential to drug business I would like to have a
word with the 18% the don’t only that someone’s on there
exclusively to the elevation right there enough reason cited by these marketers
for delivering a poor experience or for reasons that they can actually get there
would be legacy systems a hindered their adaptability 59% said that and a lack of
funding was 50% effects so marketing teams together quickly marketing teams
to succeed yeah invest in the Internet it’s happening to you it was amazing and
I think it looks great honestly yeah there’s not a great not a
gray hair you go Internet thank you thanks for being the cause of in the
solution to all of our problems agrees hey speaking of sites that are
the cause of in solution to all of our problem our Facebook has rolled out
their responsive ads options is something we’ve been looking for for a
couple of months now but now it is available to everyone very call it
multiple text optimization Wow or the empty Oh what does this view is you can
create several versions of headlines and ad copy and descriptions and throw them
in their little content buckets and that’s not for you to do maybe testing
oh no oh no it is for Facebook’s algorithm to do the testing and for the
algorithm to determine what is best for you as it does frequently from determine
what is best for all of us kale so they are gonna serve up the combos
that think they think are gonna deliver more results they’re going to
continually evaluate that and keep optimizing it this is great for
marketers with one caveat you don’t actually get to see which one’s perform
the best you can see that overall your ad campaigns probably is improving as
you use the product but you don’t get a life
oh I see this combination works best and I’m gonna take it and put it on Twitter
or LinkedIn because for some reason Facebook wants to keep that data to
themselves so they wanna keep to the mine-hunting so this is useful for
marketers not as useful as it might be if it were a little more transparent but
I think that agreement sums up our experience with social media fair
enough well Josh do you know what else b2b marketers care about no content oh
of course yeah I know but maybe it’s not doing as
well as we had hoped for those b2b marketers and let me tell you why what a
new study from in River shows a 58% of b2b businesses have been hit with
returns or other forms of customer dissatisfaction because of outdated or
inconsistent content related to their offerings hmm 28% of those marketers
struggle to meet standards for new markets and channels which is why the
content doesn’t necessarily match what needs to be out there in the market to
keep folks happy 45% of global businesses spend 6 to 11 months creating
content and updating that content for new channels and markets and we’re gonna
but 21% then why don’t you two years by the time you get it done so it’s gone so
with 71% of these businesses saying they’re facing more competition now than
in the last five years creating that accurate yeah
benefit oriented and realistic b2b content is more important now than ever
to make sure that you’re you know ahead of your competitive set when it comes to
these things and you’re giving your customers what they need to make
decisions and be happy with those decisions exactly and if you are
struggling to create content I know some folks who can do some pretty strategic
contemplating an execution pretty quickly yeah I’ll break marketing some kind of
call-to-action button as the senior content marketing manager and topic
marketing and I would suggest stopping marketing I love that recommendation
although you know we should have put this call to action at the end not in
towards the middle because we have some research on that now tabouleh yes we
folks who are not delicious Indian cuisine actually
and company and Nielsen who’s responsible for the ratings we know and
love got together and they did some scientific research with a fairly small
sample size 60 participants but they used all kinds of science babble to do
it they measured eye movements of my measurements like dilation of pupils
heart rates all kinds of signs of things hooked up to these 60 people okay yeah
they grabbed people from their homes in the night that’s phase two yes grace but
they looked at how people interact with ads what they’re what it looks like when
they’re reading article versus when they’re done they found that at the end
of an article when somebody gets to the bottom of it they have an 8% lower
cognitive load than they usually do so cognitive load is the thing where your
brain is just too full to process any more new information and you just want
to go sleep for a bit yes actually at the end of an article
you have a lower cognitive load and it seems like you’re more open to reading
more exploring more so that you know what we’ve learned about putting a CTA
at the bottom it seems like a good place for it but so that CTA space right there
is that primo real estate is what they have discovered you know what else was
interesting so many things but so many the place related to this story a feat
of content gets 20% more attentiveness it’s like an infinite scroll kind of
stay with us until you die and feeds generate a 17 percent higher emotional
response I wonder why that is find out together
yeah girls are thieves find out your feelings
embedded ads in feed get higher attentiveness 25% than pre-roll ads so
once you’re already in that content serving up a relevant call-to-action
could be more effective for you it looked like it was interesting they
showed some heat maps like what people were looking at on mobile screens and
they had a like a YouTube playing a pre-roll ad and you saw people’s eyes
were going here yeah did the corner that looking at the
summary of the article in looking at the comments but an ad that they had
actually stopped in their feed to watch they watch the whole thing and it stayed
green right there so seems like there’s some value to be had in these this kind
of infinite scroll and in having your ads be embedded in feed we will point
out of course that tabouleh their service offering is serving up ads in an
infinite feed so slight grain of salt there but there does seem to be some
pretty decent science behind that online marketing news we have for you today
we’ll be back next week with more news if you need more in the meantime you can
follow me on Twitter at Tiffany underscore Eleanor top ranked at top
rank you can find me at nitrites that’s an IT qw IITs and please don’t forget to
subscribe to the plug or to this youtube channel right here we’ll see you next
time you

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