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Elevate B2B Marketing News Weekly Roundup: B2B Performance Branding, Rising MarTech Spend, & Meta’s New AI Tools
By Lane Ellis
The Vast Majority of CMOs Expect Their MarTech Spend to Grow
2023 marketing technology spending represented some 30 percent of overall marketing budgets, a figure that was up from the 24 percent seen in 2022, having overtaken staffing and labor costs which represented 28 percent of marketing budgets, down from 35 percent during 2022, according to newly-published survey data. MarketingCharts
Influencer Pay Equity Guide
The Association of National Advertisers (ANA), PR Council, and 4As have published a new guide to influencer marketing which has focused on achieving greater pay equity, with report data showing a pay gap of some 29 percent for black, indigenous, and other people of color (BIPOC) influencers. ANA
“B2B brands are all drowning in a sea of sameness. Every brand is blue, every brand is saying the same things in the same way. It’s a massive problem, and a massive opportunity.” — Peter Weinberg of @B2BInstitute
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Study examines combining first-party and third-party data to reach wider audiences, reduce costs
Brand favorability outcomes improved by using joint first and third-party data in efforts, with the strong points of each type of data combining to improve intent and brand favorability ratings, according to recently-released report data of interest to B2B marketers. DigiDay
Apple announces RCS support for iMessage
Apple has announced forthcoming support for the mobile rich communication services (RCS) texting protocol, which will allow greater messaging interoperability between users of the world’s two primary types of cellphones, potentially leading to new marketing opportunities for B2B marketers, Apple recently reported. Ars Technica
Mindshare, Snapchat Study ‘Need States’ Of Social Media Users
16 percent of global consumers have said that they use social media for learning, 15 percent to build a better future, and 13 percent for fostering connections, while a leading 22 percent pointed to exploring and finding new experiences — four of numerous findings contained in newly-published survey data. MediaPost
Follower Count Fully Live In Google Search Result Snippets
Search giant Google has rolled out new social media site follower count displays for searchers seeking information about people, a change that could better help B2B marketers find subject matter experts who have sizable social media followings, Google recently announced. SEO Roundtable
Meta teases new AI-powered editing tools coming to Facebook and Instagram
Facebook and Instagram parent firm Meta’s forthcoming AI video clip generation tools — known as Emu Video and Emu Edit — are slated to bring new AI video clip creation and editing opportunities to marketers using the Instagram and Facebook social platforms, Meta announced recently. The Verge
Social media could be the key to connecting with baby boomers
Since the first quarter of 2021 the number of U.S. consumers in the baby boomer demographic who say their primary use of social media is to follow influencers has increased by 22 percent, while a scant 10 …read more
Source:: Top Rank Blog
