B2B Marketing News: B2B Tech Spending Rises, Twitter’s New Ad Features, Marketers See Diversity Progress, & New B2B Content Marketing Study

October 15, 2021

By Lane Ellis

2021 October 15 CMI / MarketingProfs Chart

New Research: 86% Of B2B Software Buyers Rely On Third-Party Reviews When Making A Purchase Decision
55 percent of B2B buyers have said that their technology spending will rise during 2022, while some 86 percent of buyers look to online peer-review sites before making purchase decisions — two of several statistics of interest to digital marketers contained in recently-released survey data. Demand Gen Report

The future of events: B2B marketers weigh in-person vs. virtual attendance
73 percent of B2B marketers who are primarily focusing on physical events also plan to still attend virtual ones, with some 55 percent noting that in-person events will play a large role in their strategy, according to newly-released report data. SmartBrief

Oracle and Microsoft Introduce Enhanced AI Capabilities for Customer Data Platforms
New personalization and data gathering technology that come in the form of digital streaming are part of the latest addition from Oracle’s CX Unity customer data platform (CDP), while Microsoft’s Dynamics 365 Customer Insights platform is slated to gain new insights from a combination of client website, mobile app, and other data, the firms recently announced . Chief Marketer

Twitter to sell mobile ad unit MoPub for $1 bln
Twitter will sell its MoPub mobile advertising company, which it acquired in 2013 for some $350 million, to AppLovin Corp for more than $1 billion, as Twitter places greater emphasis on new products aimed at doubling its revenue by 2023, the firm recently announced. Reuters

YouTube Tests New ‘Engagement Graph’ Insights on Videos, Adds New Member Acknowledgement Feature
Google’s YouTube video platform is set to give live streamers an array of new tools for recognizing long-standing channel subscribers, along with additional options for viewing user engagement data and more, in its latest update, YouTube recently announced. Social Media Today

Global marketers are making headway with improving diversity in campaigns
Some 63 percent of global marketers have said that advertising campaigns featuring diverse people played a significant role in content decisions, with 34 percent having noted that an accurate representation of the world we live in was the most important objective for marketing campaign content — two of several statistics of interest to online marketers contained in recently-released survey data. The Drum

Twitter debuts new ad features, revamped algorithm ahead of ecommerce push
Twitter has launched a variety of new advertising options for digital marketers, including slide-show ads capable of linking to multiple destination landing pages or websites, along with updating how it matches relevant ads with users of the social platform, Twitter recently announced. Reuters

Snap Has More Advertisers On The Platform Than Ever Before
Snapchat has launched new features targeted at brands and advertisers utilizing the platform, along with a new augmented reality (AR) partnership, both part of Snap’s focus on attracting additional new …read more

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