Tag Archives: B2B Marketing

Video Marketing and Its Effect on Marketing Today

This blog first appeared on our video divisions website, ProMotion Studios.

There is no denying video marketing has become a staple of modern online marketing. Brands have flocked to the web to exploit video’s explosive effectiveness, reflected in the projected growth rate of video to 80% of all internet traffic by 2019 as estimated by Cisco.

One in four of us will lose interest entirely if we are not able to watch a video Click To Tweet

Not only is this marketing tactic increasing in popularity, one could argue it’s becoming the de facto standard for top marketers. A recent Animoto Survey confirms that four times as many consumers would prefer to watch a video about a product rather than read about it, and what’s more — one in four of us will lose interest entirely if we are not able to watch a video!

Video has also exhibited a capability to drive higher sales as well.
Forbes has reported that 65% of executives who watch video continue their buyer’s journey to the vendor’s website.

So what does this mean for marketers? Video marketing success has reached over 82% in the B2B field and continues to grow. Ben Kopetti, Director of Video Commerce Strategy at Liveclicker, has said “It’s no longer a ‘nice to have’—it should be a key instrument in every brand marketer’s orchestra.” The demand from consumers is readily apparent, with greater than three quarters expressing their belief in the importance of a service providing a video to demonstrate what that service really provides and how it will benefit them. A LOT of Marketing Execs feel the same way about the value of video, and it’s easy to see why. Taking a look at 10Fold’s own Content Survey, you can see that nearly 40% of content decision makers said that video marketing was a top priority in 2017. If current trends continue, even if you only implement smaller income streams like affiliate marketing or web-advertising your partners will want to see video.

In short, if you have yet to add video to your content marketing “bag of tricks,” you’re missing a huge market opportunity as millions of customers will never even give you the time of day – no matter how great your product is – if they can’t see your story through video.

Looking for video content as well as an extra boost to your B2B Marketing? 10Fold has many packages that are crafted to fit your specific needs. Find more information about those here.

By Tyler Trainer

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Stay ahead of the B2B mobile marketing curve; B2B mobile marketing trends

In the B2B world, marketing is more influential than it’s ever been, as it’s increasingly playing an integral role in organizations’ business strategies and technology purchasing decisions. All you need to do to understand marketing’s prominence in the B2B arena is glance at this infographic detailing the marketing technology landscape in 2017.

And as with most technology-dependent sectors, B2B marketers are realizing that in order to reach their audiences at the right place and right time, they need to have a mobile marketing strategy. Not surprisingly, it’s a trend that Google has jumped on: per Robert Allen of Smart Insights, “More than half of Google’s ad revenue is coming from mobile ads last year … it’s clear that the smartphone has become a gateway to the majority of customer attention.”

It makes sense that mobile has become one of, if not the most important platforms to connect with customers and reach an audience, but marketing for B2B presents a unique set of challenges and requirements for organizations to overcome in order to effectively reach their audiences.

Mobile has connected people not only to each other, but now to content, and this has created a new subset of marketing: content marketing. This is necessary now that over 84 percent of millennials believe their cell phone is imperative for business and not following far behind that the Gen X and baby boomer generations.

With this statement, you could only imagine how important it is for PR and marketing professionals to understand this mobile tool and tap into the creativity of using cell phones for the beneficial platform of the company.

There is new importance in the market and it is content marketing through mobile devices. This is the time to ramp your marketing budget up and apply it to the mobile sphere for your company.

Global marketing is taking new stride in importance. We can see this with the rising popularity in mobile content marketing, overall in the graph above.

With the shift from desktop to mobile visibility, marketers are recognizing that mobile is now more than half of the web traffic they are receiving on their sites. This is shocking to many as we typically think it is desktop, but putting it into perspective how often are you on your mobile device verses your desktop?

Even the giant Google is launching new mobile-first index. Although there is no set date for this, Google does plan to make the switch for their platform this year. This is mainly because they are able to identify as a company that their consumers are mostly transitioning into mobile now.

Google released three pieces of advice to follow in order to prepare your website for the mobile-first index. With more structure to come in the upcoming months.

  1. Make sure your mobile site has the content you want to rank for.
  2. Make sure structured data are on your mobile site.
  3. Make sure rel-annotations are on your mobile site.

This is imperative for marketers and PR professionals alike to understand where the readers are progressing to. It is mobile, and that is where the creativity, time, and budget should be shifting towards.

The next step to take is to update your companies mobile site. This is become more important than the desk top version. If you are not already doing this, it is essential to make this a top priority. Missing out on the curve of the mobile marketing trends will be a lost opportunity.

Today, more than half of B2B companies have mobile sites and apps. Although, the viewership is mainly on the sites verses the apps.

The benefits of going mobile is now being seen by marketers. The top metrics are being aligned with top goals and there is a 75 percent increased in audience engagement and the number of leads increasing by 72 percent additionally, a 57 percent increase in help with company sales.

To create a successful mobile platform, make sure content is relevant and creative. Additionally, emphasize that it is necessary to have content that your audience will value in the little bit of time they have when shifting through their mobile devices.

Mobile, mobile, mobile.

By Gabby Garcy

Enjoy your read? Check out our other content here.

 

Sources:

http://www.smartinsights.com/b2b-digital-marketing/key-b2b-marketing-trends-2016/

http://ww.iamwire.com/2017/06/top-marketing-trends-2017/152475

https://dzone.com/articles/6-mobile-commerce-trends-in-2017-infographic

http://digitalmarketingphilippines.com/the-hottest-b2b-content-marketing-trends-in-2017-infographic/

http://diginomica.com/2017/07/18/b2b-content-strategy-a-quick-twenty-point-gut-check/

http://searchengineland.com/googles-mobile-first-index-still-months-away-271851

 

 

 

 

This Week in MarTech: Mobile Technologies and Contextual Marketing To Drive the Next Marketing Technology Wave

We’re observing some trends within the digital marketing industry that are already having an impact on budgets and resources – and will continue to in the future. Mobile technologies, contextual marketing and automation tools are altering the MarTech landscape sooner than we expected. Read on to keep yourself abreast of the latest insights from the digital marketing industry.

Here’s how marketers are using different mobile technologies to reach consumers – Business Insider

According to the article, mobile marketing has gained momentum recently. Per IAB, revenue from mobile advertising accounted for 30% of total ad spend in the first half of 2015, and it’s on track to account for more than one-third in the second half of the year. In a new report from BI Intelligence, the article takes a close look at the different mobile marketing tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. It also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.

Let’s Put Enterprise Marketing Technology Into Context – Forrester

In this post, analyst Rusty Warner takes a deep dive into why it’s critical for marketers to embrace customer context. According to Rusty, winning in the age of the customer depends on the interactions that people have with brands, and compelling customer experiences materialize only when a firm understands its customers and anticipates their needs.  The context of all those interactions determines whether customers will engage and, more importantly, transact with your brand again. Marketing’s job is to harness the power of customer context to create a repeatable cycle of interactions, drive deeper engagement, and learn more about the customer in the process.

Facebook opens Messenger to publishers – Business Insider

At Facebook’s annual F8 conference, CEO Mark Zuckerberg introduced new tools that developers can use to harness the power of Messenger, positioning the messaging platform as a way for businesses and publishers to connect with consumers they wouldn’t otherwise reach.

Today the messaging apps have evolved beyond simple tools for communicating with family and friends. They are full ecosystems that include communication, commerce, and more.

Everything the tech world says about marketing is wrong – Tech Crunch

The biggest problem in marketing in the tech world today is that too many marketers do not know the first thing about marketing. Digital marketers — who, as marketers, really should be cynical enough to know better — have fallen into an echo chamber of meaningless buzzwords.

5 Essential Facts for Marketing to Millennials – Huffington Post

Advertising has evolved at lightning speed over the past decade, with millennials – now totaling 77 million (or about one-fourth of the US population) – leading the charge against old ad platforms.

Millennials view traditional forms of advertising as dishonest. When they make purchasing decisions, they rely on the opinions of their friends and family, their own research, customer reviews, and use every tool at their disposal before making a buying decision.

Airports around the world to embrace mobile apps 2018 – Business Insider

According to Skift, an industry intelligence platform provider, by 2018 it is expected that 91% of global airports will have navigation tools within their mobile apps and 83% of the airports will offer mobile notifications about the airport’s status. Another report by Business Insider suggests that mobile will make up over half of all digital bookings (including lodging and airfare) by the end of this year. And this share is forecast to jump to almost 70% by 2019.

It has become more important than ever for travel companies to expand their mobile capabilities in order to better reach their customers.

Forrester Consulting study confirms that best-of-breed marketing stacks are “thriving” – Marketing Land

In a recently released Forrester Research study commissioned by a data management provider (DMP), titled “Put Data Management at The Core of 1:1 Marketing,” 74 percent of all surveyed marketers are employing a “best-of-breed” approach as they mix and match their choice of tools. Only 23 percent are choosing a “full-stack” provider that offers a marketing cloud or suite.

The report points out that high-maturity teams usually have more leeway to experiment, so they could consider different mixes of tools and approaches. In other words, they have the resources and authority to mix and match their marketing stack, which could offer both bigger integration headaches and a more “flexible customization.”

This Week in MarTech: Future of MarTech, Mobile Marketing, and Omnichannel

As venture capitalists continue to invest heavily in MarTech, we see their viewpoints on this space in three different write-ups last week. Foundation Capital’s Ashu Garg recently released a whitepaper predicting the coming decade to be the Decade of the CMO with marketing technology spend increasing 10x to make MarTech a $120 billion industry in the next ten years. Ajay Agarwal of Bain Capital opines that while MarTech has yet to produce a $50 billion unicorn like Salesforce did for sales automation, he feels that the company that can create value by bringing together customer data, predictive learning, and mass personalization for B2C marketers will emerge as the MarTech winner. Infer CEO Vik Singh states that marketing automation giant Marketo is poised to dominate the martech space, and with its undervalued stock price, the company is a perfect acquisition target for Salesforce or a competitor. Here’s more on the latest marketing and ad technology stories of the week.

A Guide to Mobile Digital Marketing – Forbes

In this article, Forbes reporter Mike Templeman explains that in spite of increasing usage of smartphones and tablets, users still do not enjoy the same kind of user experience as they do while browsing on a computer. To help the companies address this pain point, Mike listed three important steps – a mobile friendly website, and scannable and concise content, that’ll help companies make their campaigns mobile friendly.

7 Digital-Marketing Predictions You Need to Keep Your Eye On – Entrepreneur

In this article, Entrepreneur reporter Samuel Edwards explains how digital marketing strategies are changing on a weekly basis and, in order to gain an advantage over competition, companies need to always be on the cutting edge. To maximize marketing efforts, he offers seven important digital-marketing predictions for 2016. Of the predictions mentioned, Edwards notes marketing automation and location-based marketing will grow in importance for marketers.

Want to compete with Salesforce? Buy Marketo – TechCrunch

According to the article, there are several enterprise players that want a share of Salesforce’s business, but just aren’t making headway by knuckling up against the company’s dominant, entrenched SaaS CRM offerings. Rather than competing head on, a smarter approach for these businesses is to “front door” Salesforce, instead. The majority of Marketo’s 4,000 customers also use Salesforce, but the marketing automation system has access to more data about the funnel than its CRM counterpart. Marketo can sync bi-directionally with Salesforce, capturing all the data stored there, while also holding top-of-the-funnel lead behavior data that doesn’t get stored in CRM. Hence, it has access to an invaluable superset of data about a company’s potential and existing customers.

Branding and Performance Intersect For Lexus – AdExchanger

In this article, AdExchanger reporter Kelly Liyakasa reports that in order to reach more mediums to improve marketing strategy, luxury automaker Lexus has invested in a data strategy with Oracle Marketing Cloud. Lexus is working with Oracle Marketing Cloud’s data management platform to optimize its performance based on where the customer is in the Lexus life cycle.

Building Blocks: Roland Smart, VP of Social & Community Marketing at Oracle Talks Marketing Tech – MarTech Advisor

In this article, MarTech Advisor’s Editor in Chief Ankush Gupta sits down with Roland Smart, VP of social and community marketing at Oracle, to discuss the company’s MarTech strategies. Smart explains that the company is utilizing marketing technologies to improve customer experience and to implement marketing practices that scale to a company of Oracle’s size.

Marketing Tech’s Bumpy Road: Consolidation, Growth and a New Frontier – TechCrunch

According to the article, marketing technology has become big business over the last five years, securing $134 billion in venture funding and spawning more than 2,000 new companies. And CMOs are buying — roughly $23 billion in 2015, according to IDC, and likely growing to $32.4 billion in 2018. Moving forward, it’s important to remember that martech is not monolithic. Ajay Agarwal, partner at Bain Cap Ventures sees a very different prospects and paths ahead for the three macro categories in martech: B2B marketing, B2C marketing and advertising technology. Each has a set of characteristics and verticals and needs that are distinct from each other — and while there may be some overlap, each will require a different “stack” of software.

3 Predictions on How Omnichannel Will Be Omnipotent in 2016 – Multichannel Merchant

In this article, Multichannel Merchant reporter Rob Gonzalez explains the importance of omnichannel and how it is allowing consumers to shop from any location or device, making the shopping experience more on-demand than ever before. To provide readers with further context, Gonzalez listed three predictions about what omnichannel will look like in 2016. Of the predictions listed, Gonzalez notes that although many brick-and-mortar businesses are turning online, many online-based marketplaces may be transitioning to opening brick-and-mortar establishments.

 

The Latest on Enhancing Omnichannel, Internet of Things and Marketing Efficiencies

Marketing has increasingly come to be dependent on data for actionable insights that deliver results. A user-friendly way of handling new, fresh data – the different lead scenarios and account details – can prove to be quite a transformative agent. Strong data promises to do just this, and more. Read below for guidance on leveraging strong data, omnichannel and the Internet of Things (IoT) to become more efficient in marketing.

Tech giants court retailers chasing omnichannel dream, Amazon – ZDNet

Large technology vendors such as Intel, NCR and SAP are using the Internet of Things and analytics to approach retailers that are struggling to meld their brick-and-mortar operations with faster growing ecommerce operations. At the National Retail Federation’s Big Show in New York, omnichannel was a primary focus for digital leaders from Home Depot, Macy’s, Barnes & Noble and The North Face.

Industry Preview 2016: For Platform Leaders, Getting Over Their Own Walls Is a Growing Concern – AdExchanger

According to several speakers at AdExchanger’s Industry Preview conference, walled-garden players are still trying to formulate and communicate what value their data brings to brands.

Facebook’s digital video initiative is a good example of an ad strategy that has achieved widespread adoption. Facebook claims it generates 8 billion video views daily, but still requires significant investment before the company even knows how effective the product is for brands. Figuring out what data agencies need to have in order to invest bigger budgets into video will be a priority in 2016, said Patrick Harris, Facebook’s director of global agency development.

Amazon VP of global ad sales Seth Dallaire echoed similar sentiments when describing the ecommerce giant’s priority for data and marketing on the platform this year. “(We are) trying to help agencies and advertisers understand the types of reporting and interpret the events on our platform.” Data that can inform marketers, including how users interact with brand pages, product reviews or their online shopping cart, is first and foremost a part of the Amazon user experience. “Understanding the purchase funnel was something we had to develop for ourselves,” Dallaire said.

Why you should pay attention to the Internet of Things – Marketing Interactive

The IoT has gained significant momentum in the past year, with Gartner now estimating that there will be nearly 21 billion IoT devices by 2020. There’s no doubt that the IoT is disrupting many business sectors. Organizations in consumer electronics, healthcare, retail, financial services and other sectors are already engaged in digital transformation efforts to reposition their businesses for the new competitive landscape. The IoT is particularly valuable for marketers because it gives organizations access to huge amounts of personal user data.

Embedded in our everyday lives, IoT devices continuously gather actionable information on customer habits, tastes, and preferences. This presents a tremendous opportunity for marketers to create targeted offers, personalized experiences, and other important features that engage customers in new, authentic ways.

3 Steps to Boost Marketing Efficiency with Strong Data – MarTech Advisor

Author Rohit Roy provides readers with steps on how to leverage data to create more efficient marketing campaigns. Of the steps listed, Rohit suggests marketers need to develop a streamlined process for manual data entry to get the most from their data.

Happy (Early) Data Privacy Day

Data Privacy Day (DPD), held every January 28 and coordinated by the National Cyber Security Alliance (NCSA), is an international effort highlighting “Respecting Privacy, Safeguarding Data and Enabling Trust.” DPD provides an opportunity for you to re-enforce these themes within your organization to improve privacy awareness. With the upcoming DPD in mind, here’s a quick look at the latest developments for marketers in context to data privacy.

Did you know that Jan. 28 is Data Privacy Day? – Stay Safe Online (Video)

To being with, this informational video on Data Privacy Day shares quick tips on how to make sure personal data is kept secure and safe from exploitation. It offers best practices on how to share on social media and to what extent.

Data Security and Privacy: Marketing’s Top Condundrum In 2016 – Marketing Land

Digital marketers in the US have tended to put data privacy in the back seat, unlike in Europe, where users’ right to anonymity enables them to explicitly opt out of leaving information identifying them on website visits. But that’s changing, and US marketers know this. In the final months of 2016, the stakes for US marketers doing cross-border business grew astronomically. With stronger regulations looming, US marketers need to put data privacy front and center. Josh Manion, CEO of tag management company Ensighten, explains how enterprise tag management can help you manage customer data.

To learn more about tag management, follow Josh Manion on Twitter: @joshmanion.

Privacy Is Good for Business – Stay Safe Online (Infographic)

This infographic shares insights for businesses on how to create a culture of respecting privacy, safeguarding data and enabling trust – all without compromising on customer value. The article recommends marketers to be open and honest about how they collect data, use and share personal information.

Brave: New Ad Blocking Browser Promises More Privacy & Faster Page Loading – Marketing Land

Brendan Eich, co-founder of Mozilla, is introducing a new browser to block ads…kind of. Dubbed Brave, the browser works by blocking ads by default and replacing those blocked ads with its own anonymous ads.

In a post on the Brave site, Eich says he wants to “fix the web”:

At Brave, we’re building a solution designed to avert war and give users the fair deal they deserve for coming to the Web to browse and contribute. We are building a new browser and a connected private cloud service with anonymous ads… We keep user data out of our cloud Brave Vault by default. It’s better for you and us that we don’t store any of your data without your permission.

Most display ads (and those from programmatic platforms/exchanges) will be blocked, though users can override the default settings. Search ads won’t be blocked because they’re “intent-based” and don’t rely on the same kinds of targeting that display ads do.

People don’t want to trade privacy for targeted ads – Poynter

The Pew Research Center has released the latest in a series of studies of privacy issues with fresh evidence that consumers do not want to sacrifice personal information to get served targeted ads. According to the survey, only a third of respondents found the tradeoff acceptable, while fifty-one percent said it was not.  Consumers reported more benefit and mostly approved scenarios involving surveillance at a workplace to stop thefts, agreeing to digitized health records for a doctor’s office or getting loyalty card discounts from a grocery store that tracks your spending habits. Those surveyed also showed particularly negative reactions to providing location data if it resulted in a deluge of ads on their smart phones.

The study goes on to suggest that policy-makers reject the “tradeoff argument” as a “false justification” for allowing wholesale harvesting of personal data.

Legal Pitfalls Marketers Should Avoid in 2016 – AdAge

In 2016, advertisers and marketers alike will find it harder to balance key objectives with new legal guidelines. False advertising lawsuits show no signs of abating. And as regulation of digital, social and mobile advertising becomes increasingly restrictive, marketers are going to find it harder to balance their marketing objectives with new regulations.

CES Takeaways, Programmatic Advertising and the Rise of MarTech

The Consumer Electronics Show (CES) in Las Vegas sets the table for the year in technology, encompassing the raw potential from innovation, major bets from industry titans, and the opportunity to see the future before it happens. More than 170,000 attendees were on hand to see the latest and greatest AV, automotive, and computing technologies—from unique IoT concept devices to commercial displays. For this week’s round up, we bring to you the key takeaways from Vegas, the challenges with programmatic advertising, and a look at why MarTech is here to stay. Read on to know more:

CES 2016: The Biggest Takeaways on the Future of Tech – ABC News

Show participants were given a glimpse into the future, and the new technology stars that might have been born at CES this year – time will tell. There’s no doubt 2016 is the year virtual reality begins to go mainstream. Jaunt, NextVR and Oculus all grabbed headlines last week for their VR cameras — and in the case of Oculus — its $600 consumer headset. Luna 360, a consumer-friendly camera about the size of a pool ball, made its debut at the show ahead of a planned release later this year.

At CES, Focus Has Shifted From Gadget Debuts To Marketing Meetup – Forbes

It’s not all about the gadgets – CES was always defined by the unveiling of the latest, coolest tech toys. Despite the almost ubiquitous presence of drones among other “stuff,” that’s not what we’ll be talking about next year. Even with a good bit of buzz about “wearables,” the folks in that business already see the term as having a very short shelf-life. Intelligent gathering of data with actionable impact for health, wellness and marketing intelligence will be incorporated into the objects in our everyday lives, but we won’t be buying separate devices to make that happen.

Why Programmatic TV is Still Stuck in First Gear – WSJ

About a year or so ago, there were a slew of announcements in the arena that has loosely been referred to as “programmatic TV.” Collectively, they seemed to indicate that the foundation was being laid for TV advertising to finally start operating like digital advertising — meaning that TV ads would soon be bought and sold using automated technology and precision data. The truth is in the data, however. So far, a full-scale shift to programmatic for TV advertising has been much slower than analysts predicted. In a nut shell, programmatic advertising requires an evolution of business model between [pay TV providers] and programmers and changes between sellers and buyers.

Why Ad Tech Should Worry About The Rise Of Marketing Tech – Media Post

This article pits adtech against martech and finds that martech will eclipse its paid cousin.  Over the next five years we will see adtech supplanted by technology and companies that directly serve marketers and enterprises — rather than ad industry ecosystem intermediaries, where most adtech today is centered. Think closed-loop marketing platforms, omnichannel data mining, prospect profile management systems, and dynamic messaging and pricing systems. Initial leaders in this space include companies like Oracle, Palantir, IBM, Neustar and Adobe.

Discussion Point: The MarTech You’ll Need in 5 Years – CMS WiRE

MarTech is still on the rise, and according to IDC, spending is expected to grow at a rate of 9 percent each year through 2018. In this Q&A, DemandGen’s CEO, David Lewis, talks about the future of martech and what the landscape will look like beyond that time. According to Lewis, in order to keep pace with how buyers learn about and purchase products in this digital age, all businesses must be investing in marketing technology (the marketing cloud as it’s now been branded) to leverage tools that automate engagement and streamline sales and marketing operations. The benefits of doing so increase collaboration across these two critical functions to accelerate growth.

2015 marked another major year of advancement for marketing technology. The space is rapidly maturing andmoney continues to flow in from the VC community. As the trend will no doubt continue, 2016 will be even more dynamic as the space continues to evolve and mature. The next 12 months will prove crucial for businesses making a conscious effort to shift towards a customer-centric operating model. Consumers expect a personalized experience in-store and online, and marketers continue to be challenged by a more and more complex stack of tools that claim to be the “platform” for aggregating data.

Meanwhile, the advertising technology sector looks much different. Consolidation in 2015 brought players like Millennial Media into the fold of larger brands like AOL seeking to keep up in an increasingly competitive ad market. Venture capital decreased significantly in 2015 as investors felt concerns over crowded marketplaces and the unknown potential impact of ad blocking.

To have a better understanding how marketing and advertising tech will evolve during the next year, we’ve curated industry predictions for you.

These 5 marketing tech trends will be huge in 2016

Learn how senior marketing leaders from Amazon, Mondelez, and American Express are growing their businesses in a period of rapid technological change. In 2016, marketers will keep learning how to draw on the right types of information to understand consumers, without crossing the line and knowing too much.

Altimeter’s Top Digital Trends for 2016

Altimeter’s top trends for 2016 from analysts Charlene Li, Susan Etlinger, Ed Terpening and Omar Akhtar discuss the need for a consolidated MarTech platform, growth of predictive intelligence, and the birth of analytics for the visual web.

Seven marketing tech predictions for 2016

Radium One’s Rupert Staines sheds light into how solving viewability and ad-blocking, and embracing ‘dark social’ will drive the martech market in 2016.

7 not-quite-predictions for marketing technology in 2016

Now that you have gone over the marketing technology outlook for the year ahead, here are some not-quite-predictions that will share meaningful ideas and trends that we think are likely to impact marketing in the year ahead. Open source is coming to martech in a big way, and we’ll see a number of viable projects launched in 2016.

Digital Media M&A Growth Continued in 2015

Mergers and acquisitions in the digital media industry continued to accelerate during 2015, according to data from investment banking and strategic advisory firms. There were a total of 2,286 deals related to digital media, information and technology announced globally during 2015, according to Coady Diemar Partners, up from 2,218 during 2014. That represents growth in transactions of around 3.1 percent. But according to Diemar, much of that activity came from the agency, marketing and digital content sectors, which saw growth in transaction numbers of 30 percent and 23 percent, respectively.

Ad Tech Growth Hits Speed Bump

In this article, The Wall Street Journal takes a look back at 2015 and recounts how ad-tech industry growth slowed down in the fourth quarter as firms decided to conserve capital. According to an analysis of LinkedIn data by Pivotal Research analyst Brian Wieser, there was a noticeable slowdown in hiring at major ad tech firms in the fourth quarter. While some of the deceleration in employee growth may be due to the reorganization of a company’s business priorities or potentially due to a slowdown in business, Wieser said many ad tech firms are cognizant of conserving capital.

Current B2B Marketing Trends

It’s important to stay current with how your audience reacts to the latest marketing techniques. By now, it shouldn’t be a surprise that many traditional content marketing strategies no longer drive the engagement they used to. Call it shortened attention spans or perhaps just a simple desire for something new, following certain trends is critical to your marketing success.

B2B buyers are starting to research whitepapers, case studies and webinars most commonly before making a purchase according to a recent Demand GenReport report. It also stated that before making a decision, 95% of buyers now prefer to see short content formats. Further, 86% of those want that content visual and interactive.

As well as tailoring your content to these ends, making it interesting is key to engagement. This is apparent in what the online community is posting on social networks every day. The average amount of pictures posted to Facebook grows by 75% year after year along with 3.6 times the amount of video. According to a SocialBakers.com report, these content types dramatically increase engagement and shares. This goes for Twitter as well, where tweets with images drive more favorites and retweets.

marketing b2b audienceWhile nearly all of the current B2B strategies are focused on online platforms, the most effective is seemingly the most outdated. Content Marketing Institute ranks in-person events as the most efficient method of content and lead generation. Face-to-face contact still holds value over internet messaging, blogs, videos and even webinars.