Digital Marketing News 3-29-2019: Should B2B Companies Take a Stand on Controversial Issues?

Digital Marketing News 3-29-2019: Should B2B Companies Take a Stand on Controversial Issues?


Welcome to the digital marketing news
I’m Tiffani Allen and with your first story this week I am Joshua Nite
hey are we connected on LinkedIn yeah okay good that means that you see all of
the cool stuff that I posted about our cool clients one of which happens to be
LinkedIn oh yes actually so I was excited to see that hashtag client
LinkedIn is getting busy with its mission to make me to be marketing super
awesome and even more cool than already is there are several new updates from
LinkedIn would you like to join me and sharing them with our audience okay well
first off you can now target using search data from right I have to would
it make sense that you know that given they were taken over by Microsoft
earlier this year or last year and Microsoft owns yeah so yeah you can use
that search data that’s great also there are new audience templates being rolled
out that you can choose from remember skills job titles and groups
kind of like little rolling together zuv all those demographics just to go oh
yeah these dudes and it makes it easier to set up your campaigns so can’t wait
to play around with those yeah and there’s also some new look-alike
audience capabilities that are kind of neat so you know it allows advertisers
target LinkedIn members with the same traits as their ideal customer country
yeah yeah and they can do this based on similarities to existing customers
website visitors and targeted accounts mm-hmm and beta users have seen a 5 or
10 times increase in campaign reach from doing this Thanks although I kind of
when I saw look-alike audience I really wanted some stuff like to go by profile
picture to say like if you shaved your beard you might be able to pass by Seth
Godin in the dark like that’s what I want
LinkedIn to say about me that’s funny it asked for like find me marketers with
eyes as dreamy as Jay Davis’s you know just if we could only that’d be great
some beards as majestic as leo to look like audiences is gonna be huge
ly Odin’s beard is my new like exclamation too
weird by the way Lee Odin’s beard Twitter is cracking down on API abuse
it’s true who saw that coming looks like a lot of developers are being a little
Shady I’m with the Twitter’s because Twitter
is charging for the number of times you call their data and what you’re using
that data for more specifically so there are some folks apparently have been
using Twitter’s API to run kind of a side business bundling up Twitter’s data
and offering it as their own b2b service not so great so if you’re doing that I
mean stop if you’re not doing that but you are calling more than a hundred
thousand times a day which is a whole lot you’re gonna need to submit your app
for view to make sure you’re on the level so they’re gonna do this auditing
starting in June and if you’re using that data to serve your business
customers if you’re making it a b2b tool there is a whole pricing structure that
they’ve laid out and you can see that in our link in our blog yeah keep it on the
level guys yep every support from international marketing intelligence
service work w AR see also my favorite Rihanna thong it’s true I’ve seen that
show some predictions for the world of digital ads worst thing to know people
in Facebook’s worldwide share of the online advertising kind of pie is about
slated to grow to sixty one point four percent this year that’s a lot
that’s more than half it is across the board so Amazon will make about thirteen
point nine billion in this year in ad revenue which of course compared to
Google’s one hundred and seven billion isn’t so much but they’re out revenue
was growing faster than the rate of Google and a smelly okay sure story so
Amazon said business again is growing faster Google and then Google and this
year sixty nine percent of marketers plan to invest in Amazon as well so
that’s how we know it’s growing faster a little data point to back that up and
then one other thing to know in terms of just kind of organic and voice search is
that Amazon is also beating Google on voice so echo is used by both 63% of
Americans smart home device users Google is about twenty six percent so that’s
quite a big share and of course because Amazon does
ecommerce right um so like Amazon buy my item and then they get it and it’s a
little bit faster so something to think about too from an e-commerce standpoint
from a digital advertising of your product standpoint if more users are
using Amazon to shop that might be somewhere to look at that might explain
why they’re rather new is slated to grow faster than other platforms for sure and
keeping in mind the of course Amazon is one of the top three search engines yeah
so a lot of people in there doing a lot of stuff Apple though just finally
they’re kind of a late comer into the voice search thing so I think we’re
gonna want to keep an eye on them going forward too because Apple tends to
append and dominates that it’s probably really pretty – yeah I’ll have to see
what happens with those yeah so for our final story this week we have a
fascinating will study from a firm called Hotwire they used to steal cars
but now they’re doing reno Hotwire very trusted firm has nothing to do with
vehicular theft of any kind but they asked the interesting question should be
2b companies be taking a stand on high-stakes issues so this is stuff like
data Security income inequality harassment in the work force all these
huge issues that are kendama nating the conversation and they found that 80% of
business leaders would end a business relationship based on a vendor failure
to address these issues so this is a huge deal right but even more so 82% of
consumers said they would consider a boycott of a brand associated with a
supplier that had values counter to their own Wow
so say you’re making the cloud computers that McDonald’s uses to render their
hamburgers and your values are contrary to somebody who Shops at McDonald’s they
might choose to boycott McDonald’s because of you Wow
so that means that b2b is not we’re not insulated from the end consumer and
businesses that are consumer facing are starting to realize this so kind of
expanding our responsibility yeah and along that line of responsibility only
31% of senior marketers and 22% of business leaders said that their company
does in fact have the core values needed to guide their company through one of
these events oh yeah so a vast majority and to maybe write down what those core
values because they have to have them right it’s just not having the strategy
written down frightened that happens and then 45% said that they
have no high-stakes communication plan in place mmm probably think about that
that’s almost half I’m in 53 percent so if they feel vulnerable to one of these
events so again prepare for something like this it may or may not happen but
having a plan in place is really really important either way for sure and since
marketing is the one who’s going to need to communicate that plan internally and
externally it makes sense for us to be driving that conversation or at least
being at that table yeah absolutely well that’s all the digital marketing
news we have for you today we’ll be back next week with more if you need more in
the meantime you can follow me on twitter at tiffany underscore elinor top
ranked at top-ranked right you can find me on twitter at nitrites that’s an ite
WRI tes please do check out the blog for all the stories we discussed this week
and more and do subscribe if you’re watching us on YouTube thanks for tuning
in see you next week you

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