B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust
The Buzz On B2B: Email Is Tops For Both Acquisition And Retention
Half of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost
Vast Majority of Consumers Associate High-Quality Creative with Brand Trust
85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts
B2B Content Marketers Get Higher Salaries, Bonuses Than B2C
B2B content editors and marketing professionals have earned more than their counterparts in B2C marketing, and were more likely to be paid cash bonuses, according to newly-published survey data of interest to digital marketers. MediaPost
Google Launches Video Ad Experiments to Help Refine Marketing Approaches
Google has announced a forthcoming feature that will allow brands to try various video ad approaches in its Google Ads program, offering video marketers new ways to experiment and observe how multiple ad variations resonate with their audiences, the search giant recently revealed. Social Media Today
IAB: Digital Ads Grew 29% In Q4 In Pandemic Rebound
Digital advertising spending grew to $45.6 billion during the fourth quarter of 2020, a 29 percent increase year-over-year that represented to top quarter in 20 years, while overall Internet ad spend climbed by 12.2 percent for 2020, reaching $139.8 billion, according to newly-released revenue report data from the Interactive Advertising Bureau. AdExchanger
Facebook Tests Updated Up and Downvoting for Comments in Groups
Facebook has experimented with comment voting, having added Reddit-like up and down rankings in an expanded Facebook group test, the social media giant recently announced. Social Media Today
Nearly half of execs expect social marketing budgets to double in next 3 years, study finds
46 percent of business executives have said that the social media marketing budgets at their firms are expected to double within the next three years, while 91 percent said that their social marketing budgets will experience a rise of any level, according to recently-released survey data from The Harris Poll. Marketing Dive
Facebook tests Hotline, a Q&A product that’s a mashup of Clubhouse and Instagram Live
Facebook has tested a mash-up that adds video into the mix for its new Hotline product, combining the functionality of Clubhouse and Instagram Live, the social media firm recently announced. TechCrunch
Google Search Console adds regular expression support and more data filtering to Performance reports
Google has updated its latest Search Console to include more comparison mode filtering options, along with the addition of more powerful regular expression search functionality, the search firm announced recently. Search Engine Land
What Are Marketing Leadership’s Biggest Gaps?
The customer journey along with its acquisition and conversion sits atop the list of marketing leadership deficiencies, according to a recently-released survey of chief marketing officers, followed closely by segmentation and personalized messaging at scale, with action on customer data insight occupying the third most frequently noted marketing leadership gap. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at “advertising without cookies” by Marketoonist Tom Fishburne — Marketoonist
These Were the Most Effective Ads of 2020, According to Kantar — Adweek
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Susan Misukanis — 10 Personal Development Tips to Help You Love Your Small Business Life — Small Business Trends
Have you come across your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below.
Thanks for joining us for the TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
The post B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust appeared first on B2B Marketing Blog – TopRank®.
Tim: come ottenere 5 euro di bonus
TIM ha lanciato oggi una nuova promozione che consente di ottenere 5 euro di bonus. La promozione è valida da oggi 16 aprile fino al 29 aprile ed è rivolta a tutti i clienti che hanno un piano tariffario prepagato. Per ottenere il bonus di 5 euro occorre effettuare una ricarica di almeno 15 euro tramite l’app MyTim con metodo di pagamento Satispay. L’operatore telefonico specifica che il bonus, una volta ottenuto, non è rimborsabile né trasferibile.
Resident Evil Village, svelata la data della demo e nuovo trailer
Nel corso del nuovo appuntamento con il programma digitale Resident Evil Showcase, andato in onda in streaming la scorsa notte, Capcom ha svelato la data di rilascio della demo di Resident Evil Village, l’atteso nuovo capitolo del popolare franchise di videogiochi survival horror che sarà disponibile il 7 maggio. La dimostrazione sarà disponibile a tempo limitato su tutte le piattaforme il 2 Maggio (CET), mentre i giocatori PlayStation riceveranno l’early access a partire dal 18 aprile (CET).
Podcast del Disinformatico RSI di oggi pronto da scaricare
È disponibile il podcast di oggi de Il Disinformatico della Rete Tre della Radiotelevisione Svizzera, condotto da me insieme a Tiki. Questi sono gli argomenti trattati, con i link ai rispettivi articoli di approfondimento:
- Zoom consente di iniettare marcatori di tracciamento nell’audio delle sessioni. E nelle immagini?
- Finalmente una spada laser con lama luminosa realmente retrattile
- Microsoft insegna a volare facendoti schiantare al suolo: chicca di Flight Simulator
- Un chip nel cervello: stavolta non è un delirio complottista, è una cauta speranza di mobilità
Il podcast di oggi, insieme a quelli delle puntate precedenti, è a vostra disposizione presso www.rsi.ch/ildisinformatico (link diretto) ed è ascoltabile anche tramite feed RSS, iTunes, Google Podcasts e Spotify.
Buon ascolto!
Spotify, la musica è streaming
L’universo legato all’ascolto della musica in streaming è cresciuto in modo esponenziale nel corso degli ultimi anni. Un’evoluzione causata sia dalla sempre più capillare diffusione dei dispositivi mobile (smartphone e tablet) che da quella delle connessioni a Internet, da postazione fissa e in mobilità. Tra le numerose piattaforme offerte agli utenti una in particolare ha conquistato fin da subito un’ottima popolarità: si tratta di Spotify.
Meet your new travel guides
Exploring the hidden sites of a city or learning about fascinating places, people and stories can be fun on your own, but it becomes a whole new experience when having exceptional guides.
In the newest episodes of the Google Arts & Culture video series “Perspectives,” tennis champion and entrepreneur Venus Williams, award winning songwriter, actor and producer actor Lin-Manuel Miranda, South African music artists Busiswa and Muzi, and Olympic Mexican soccer star Daniela Espinosa invite you to go on a one of a kind virtual journey. Follow them for a fresh and personal take on different lands, cities, cultures or stories and get inspired to learn more or even visit yourself on day:
Google Earth offre i timelapse per capire meglio come cambia il mondo
Google ha annunciato un aggiornamento molto importante di Google Earth, la sua mappa mondiale 3D: ora è possibile esplorare un luogo anche nel tempo. L’azienda ha elaborato 24 milioni di fotografie satellitari scattate nel corso di quasi quattro decenni e le ha rese accessibili presso http://goo.gle/timelapse o https://g.co/timelapse.
Questo modo di vedere i dati rende chiarissima l’evoluzione del pianeta nel corso degli ultimi quarant’anni: urbanizzazione, deforestazione, prosciugamento di grandi laghi, cambiamenti nei corsi dei fiumi, ma anche riconquiste di porzioni di deserto.
C’è anche una collezione di circa 800 video che mostrano la trasformazione, positiva o negativa, di vari luoghi del pianeta. È particolarmente impressionante l’evoluzione del lago d’Aral situato fra Kazakistan e Uzbekistan: quando ero ragazzino lo si studiava in geografia come quarto lago al mondo, con una superficie di 68.000 chilometri quadrati (più dell’intera Svizzera, che occupa 41.285 kmq, o della Pianura Padana, che ne occupa 47.820); oggi è praticamente scomparso a causa dell’eccessivo sfruttamento delle sue acque.
L’interfaccia è piuttosto semplice: si digita il nome del luogo d’interesse nella casella di ricerca e poi si aspetta che venga caricata la sequenza d’immagini del timelapse. Come con il normale Google Earth, anche qui è possibile sorvolare virtualmente in 3D le località e vederle da varie quote e angolazioni.
Chi spera di vedere dettagli specifici dell’evoluzione della propria località, come la costruzione della propria casa o di un quartiere, potrebbe restare deluso, perché le immagini satellitari pubblicamente disponibili che risalgono agli anni Ottanta non hanno questo tipo di risoluzione in buona parte del pianeta. Ma la trasformazione delle grandi aree urbane è quasi sempre esaminabile e sicuramente questa risorsa informatica offrirà tanti spunti di riflessione. Buon viaggio, nel tempo e nello spazio.
L’UE pronta a porre dei limiti all’uso indiscriminato dell’IA
L’Unione Europea vuole porre dei limiti all’uso dell’intelligenza artificiale nel Vecchio Continente. E’ quanto emerge dalla bozza della nuova proposta di legge che la Commissione europea presenterà la prossima settimana, trapelata nelle scorse ore. Il regolamento sulla IA mira a vietare i sistemi ad alto rischio per la sorveglianza di massa, salvo alcune eccezioni correlate alla tecnologia del riconoscimento facciale per la lotta contro il terrorismo e la tutela della sicurezza pubblica.
Our commitment to COVID-19 vaccine equity
Read this post in Spanish. // Blog en español aquí.
As more people have access to the COVID-19 vaccine, we’re making it easier to learn why, when and where you can get immunized. Today, you can now find vaccination locations on Google Maps and Search in the U.S., Canada, France, Chile, India and Singapore.
Still, there’s a lot of work ahead to make sure everyone who wants to get vaccinated can. In the U.S., COVID-19 has disproportionately impacted Black and Latino populations, yet these groups have lower rates of vaccinations. Vaccines may be harder for people to access based on factors like where they live, how far they have to drive to a vaccination site, and if they have reliable internet access to book an appointment. And globally, it could be years before some countries even have enough vaccines.
Overcoming the pandemic will require a coordinated effort on a global scale. To do our part, today we’re announcing that we’re providing 250,000 COVID-19 vaccinations to countries in need, helping fund pop-up vaccine sites in the U.S., and committing an additional $250 million in Ad Grants to connect people to accurate vaccine information.
Securing vaccines for people around the world
Today, Gavi, The Vaccine Alliance, launched a drive for additional funding to secure vaccines for low and middle-income countries. Google.org is funding vaccinations for 250,000 people and providing Gavi with pro bono technical assistance to accelerate global distribution. We’re also kicking off an employee giving campaign, and both the Gavi Matching Fund and Google.org will match each donation to triple the impact.
Since February, we’ve been providing vaccine-related insights to help Gavi better educate communities about the COVID-19 vaccine. They’ve used that information to create educational content that reaches more than half a million people each day. We’re now committing $15 million in Ad Grants to help Gavi build on these efforts and amplify their fundraising campaign.
Funding pop-up vaccine sites and making it easier to book appointments
Nearly a quarter of people in the U.S. are now vaccinated. Yet we know that vaccination rates vary by geography and community. Reaching everyone will require partnerships with community-based organizations and local health centers that have on-the-ground expertise and the trust of the people they serve.
Google.org is providing $2.5 million in grant funding to Partners in Health, Stop the Spread and Team Rubicon, who are working directly with over 500 community-based organizations to serve Black, Latino and rural communities. This funding will go toward efforts like pop-up vaccination sites.
To make sure more people — especially those with limited internet access — can sign up for a vaccine,Google Cloud is launching an expanded virtual agent as part of itsIntelligent Vaccine Impact solution (IVIs). People will be able to schedule vaccine appointments and ask common questions through a virtual agent, in up to 28 languages and dialects, via chat, text, web, mobile or over the phone.
Committing $250 million to connect communities to trusted vaccine information
Since the beginning of the pandemic, hundreds of Google employees have helped organizations connect people with up-to-date information — particularly in communities that are not typically reached by mainstream public service announcements.
For example, we’re working with UnidosUS on a bilingual vaccination campaign that to date has reached more than two million people in hard-hit communities in Miami, Chicago, Houston, New York City and Los Angeles. We’ve conducted research with the World Health Organization (WHO) on what information improves vaccine confidence, and governments worldwide are using these insights to inform their public service announcements.
To expand this work, we’re committing an additional $250 million in Ad Grants to governments, community and public health organizations, including the WHO, that will fund more than 2.5 billion vaccine-related PSAs. This brings our total commitment for COVID-related public service announcements to more than $800 million.
As we’ve learned throughout the pandemic, no one is safe from COVID-19 until everyone is safe. Getting vaccines to everyone around the world is a challenging, but necessary, undertaking. We’ll keep doing our part and working together until we get there.
Tune in to YouTube on May 8 at 5 p.m. PST / 8 p.m. EST for Vax Live: The Concert to Reunite the World, a fundraising campaign to vaccinate health workers working on the frontlines of the pandemic.
Nuestro compromiso con la equidad de la vacuna COVID-19
Read this post in English. // Blog en inglés aquí.
A medida que más personas tienen acceso a la vacuna contra el COVID-19, estamos haciendo más fácil aprender por qué, cuándo y dónde pueden vacunarse. Hoy en día, puedes encontrar ubicaciones de vacunación en Google Maps y en búsquedas de Google en los Estados Unidos, Canadá, Francia, Chile, India y Singapur.
Aún así, queda mucho trabajo por delante para asegurarnos de que todos los que quieran vacunarse puedan hacerlo. En los Estados Unidos, COVID-19 ha afectado de manera desproporcionada a las poblaciones Afroamericanas y Latinas, aun así estos grupos tienen índices más bajos de vacunación. Las vacunas pueden ser más difíciles de acceder para personas debido a factores como el lugar donde viven, la distancia que deben conducir hasta un lugar de vacunación y si tienen acceso confiable a Internet para reservar una cita. Y a nivel mundial, podrían pasar años antes de que algunos países incluso tengan suficientes vacunas.
Superar la pandemia requerirá un esfuerzo coordinado a escala mundial. Para hacer nuestra parte, hoy anunciamos que estamos proporcionando 250,000 vacunas contra el COVID-19 a países que las necesitan, ayudando a financiar sitios emergentes de vacunas en los Estados Unidos y comprometiendo $250 millones adicionales en Ad Grants para conectar a las personas con información precisa sobre la vacuna.
Asegurando vacunas para personas en todo el mundo
Hoy, Gavi, The Vaccine Alliance, lanzó una campaña para obtener fondos adicionales para asegurar vacunas para países de ingresos medianos y bajos. Google.org está financiando vacunas para 250,000 personas y proporcionando a Gavi asistencia técnica gratuita para acelerar la distribución mundial. También estamos iniciando una campaña de donaciones para empleados, y tanto Gavi Matching Fund como Google.org igualarán cada donación para triplicar el impacto.
Desde febrero, hemos estado proporcionando información relacionada con las vacunas para ayudar a Gavi a educar mejor a las comunidades sobre la vacuna contra el COVID-19. Han utilizado esa información para crear contenido educativo que llega a más de medio millón de personas cada día. Ahora estamos comprometiendo $15 millones en Ad Grants para ayudar a Gavi a aprovechar estos esfuerzos y ampliar su campaña de recaudación de fondos.
Financiando sitios temporales de vacunación y haciendo más fácil la reservación de citas
Casi una cuarta parte de las personas en los Estados Unidos ahora están vacunadas. Sin embargo, sabemos que los índices de vacunación varían según la geografía y la comunidad. Llegar a todos requerirá una asociación con organizaciones comunitarias y centros de salud locales que tengan experiencia en el terreno y la confianza de las personas a las que sirven.
Google.org está proporcionando $2.5 millones en subvenciones a Partners in Health, Stop the Spread y Team Rubicon, que están trabajando directamente con más de 500 organizaciones comunitarias para servir a las comunidades afroamericanas, latinas y rurales. Este financiamiento se destinará a esfuerzos, como sitios de vacunación emergentes.
Para asegurarse de que más personas, especialmente aquellas con acceso limitado a Internet, puedan inscribirse para recibir una vacuna,Google Cloud está lanzando un ampliado agente virtual como parte de suSolución de impacto de vacuna inteligente (IVI). Las personas podrán programar citas para vacunas y hacer preguntas comunes a través de un agente virtual, en hasta 28 idiomas y dialectos, a través de chat, texto, web, móvil o por teléfono.
Compromiso de $250 millones para conectar a las comunidades con información confiable sobre vacunas
Desde el comienzo de la pandemia, cientos de empleados de Google han ayudado a las organizaciones a conectar a las personas con información actualizada, especialmente en comunidades a las que no suelen llegar los anuncios de servicios públicos convencionales.
Por ejemplo, estamos trabajando con UnidosUS en una campaña de vacunación bilingüe que hasta la fecha ha llegado a más de dos millones de personas en las comunidades más afectadas en Miami, Chicago, Houston, Nueva York y Los Ángeles. Hemos realizado una investigación con la Organización Mundial de la Salud sobre qué información mejora la confianza en las vacunas, y los gobiernos de todo el mundo están utilizando estos conocimientos para informar sus anuncios de servicio público.
Para expandir este trabajo, estamos comprometiendo $250 millones adicionales en Ad Grants a gobiernos, organizaciones comunitarias y de salud pública, incluida la OMS, que financiarán más de 2,500 millones de anuncios de servicio público relacionados con vacunas. Esto eleva nuestro compromiso total para los anuncios de servicio público relacionados con COVID a más de $800 millones.
Como hemos aprendido durante la pandemia, nadie está a salvo del COVID-19 hasta que todos estén a salvo. Llevar las vacunas a todo el mundo es un reto desafiante, pero necesario. Seguiremos haciendo nuestra parte y trabajando juntos hasta que lleguemos a lograrlo.
Sintoniza YouTube el 8 de mayo a las 5 p.m. PST / 8 p.m. EST para ver Vax Live: The Concert to Reunite the World, una campaña de recaudación de fondos para vacunar a los trabajadores de la salud que prestan servicios en la primera línea de la pandemia.
I chip scarseggeranno anche nel 2022? TSMC mette le mani avanti
La penuria di chip che si è iniziata a verificare lo scorso anno all’inizio della pandemia da COVID-19 è destinata a proseguire anche per tutto il 2022, con conseguenze tutt’altro che positive per le grandi aziende tech che producono dispositivi dotati di processori, da Apple a Qualcomm, passando per AMD e, a catena, migliaia di altre aziende, non ultime quelle che producono console e che da mesi stanno facendo i conti con una produzione rallentata.
Instagram, maggior controllo sul numero dei like
Instagram ha intenzione di testare una soluzione per dare alle persone un maggiore controllo sul counter dei like. La società ha annunciato un “piccolo test globale” che presenterà agli utenti tre opzioni: scegliere di non vedere il conteggio sui post di nessuno, disattivarli per i propri post soltanto o mantenere l’esperienza originale, che mostra il numero dei “mi piace” sotto tutti i contenuti caricati sul sito. L’azienda ha anche detto di essere al lavoro su un’esperienza simile per Facebook, ma non ha fornito dettagli su come potrebbe essere.
JYSK boosts frontline teams with Android Enterprise
Editor’s note: Flemming Thøgersen is Team Manager and Stinus Stoumann Hoeks is Senior IT Consultant of IT Client Infrastructure for JYSK, an international retailer based in Denmark.
JYSK is an international home retailer with Scandinavian roots, and our mission is to make it easy to furnish every room in any home. With more than 3,000 stores in 51 countries and a strong online presence, JYSK always has great selections and service, no matter how customers want to shop.
Android Enterprise has been key to sustaining our retail operations during the COVID-19 pandemic and giving our frontline retail workers more powerful digital tools. Our store colleagues use smartphones to enhance the in-store customer experience through quickly fulfilling click-to-collect orders and answering customer questions with ready access to our digital services. We’re also using dedicated Android tablets to gather customer feedback for continually improving our support.
Enhancing the in-store experience
Android smartphones are central to our digital retail strategy, with a deployment of over 10,000 devices across our stores. They’re essential for keeping our retail store electronic shelf labels updated with the latest product information. These digital displays on our product shelves show the item price, description and other helpful information for our customers. We use our Android devices to link each electronic shelf label to its merchandise with an NFC tag.
With mobility being so critical to a consistent digital initiative, we place high value on the enrollment and management experience. Device setup through Android Enterprise is simple and streamlined with zero-touch enrollment — this enabled our IT team to quickly enroll devices and apply the key configurations at scale. It’s a streamlined process and reduces the complexities and potential errors that can occur with manual device setup.
Our IT admins use managed Google Play for enterprise app distribution, which has been invaluable for ensuring our teams have the internal communication, productivity and inventory apps available on their Android devices. Employees access JYSK inventory systems on their Android smartphones to answer in-store customer questions about the merchandise. They are able to check for the availability of JYSK products on our web store, looking up pricing information and giving the customers the answers they need right away. The devices are also essential for staying in touch with colleagues in store and across the company, and connecting to other essential JYSK internal services.
Hometalk builds a DIY home improvement community
What better place than a website to bring together people, projects and professionals? That’s what Miriam Illions thought when she co-foundedHometalk in 2011. When the site went live, she waited for the homeowner–contractor matchups to begin. Then, something interesting happened.
“DIYers flocked to the platform and started sharing their own ideas,” Miriam recalls. Over the course of about 18 months, she notes, “We saw this incredible uptick in people who were interested — not in hiring somebody to do things for them — but in doing it themselves.”
LinkedIN aiuta i genitori in smart working
La pandemia che attanaglia il mondo ormai da oltre un anno, hanno reso lo smart working una pratica assai diffusa. In tanti stanno proseguendo le proprie mansioni a distanza direttamente da casa, una soluzione che consente a molti genitori anche di occuparsi dei figli, spesso in didattica a distanza. Proprio l’incertezza relativa alle scuole, con gli istituti che vengono chiusi e riaperti senza soluzione di continuità, stanno costringendo molti genitori a prolungare i periodi di smart working, anche se le aziende magari sono tornate a regime.