Maggio, 2022

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<div>B2B Marketing News: B2B Data Onboarding Insight, Google’s New Ad Formats, Marketing Campaign Performance Study, & LinkedIn’s Employer Branding Guide</div>

022 May 20 MarketingCharts Image

022 May 20 MarketingCharts Image

Google Shares Sneak Peek At New Advertising Features
Google has offered a look inside several of its new forthcoming Google Ads features, including responsive display and mobile ads that animate static imagery and better white space formatting, highlighted in a showcase of examples from firms that have tested the new tools, Google recently announed. Search Engine Journal

Twitter is testing a new ‘Liked by Author’ label for tweets
Twitter has tested the ability for tweet replies on the platform that have been liked by the post’s author to show a red heart liked-by-author badge and similar text designation, with the aim of making it easier to spot top tweet replies in lengthy reply chains, Twitter recently announced. TechCrunch

Videoconferencing hinders creativity — study
When it comes to conceiving creative ideas among teams of two, brainstorming in person has been shown to produce 15 percent more ideas than doing so over remote video meetings using Zoom or similar technology, according to newly-released report data of interest to digital marketers published in the journal Nature. Philstar

Listeners Like What They Bought From Podcast Ads. But They Have Ad Complaints Too.
Podcast listeners are more receptive to advertising presented in the audio format, with 80 percent of podcast listeners having said that marketing messages heard during a podcast didn’t negatively affect the content’s quality, while 70 percent noted that they preferred ads which were read live during a podcast rather than prerecorded — two of several findings of interest to B2B marketers contained in recently-released survey data. InsideRadio

[bctt tweet=”“Once your podcast has an audience, make sure it’s still fun. But, also consider this: What are you doing with the content after the podcast and livestream?” — Christoph Trappe @CTrappe” username=”toprank”]

Google to allow users to control brands and topics they see in ads
With a forthcoming new My Ad Center feature, search giant Google will allow users a choice to see either more or less advertising content from specific brands or about certain topics, along with other ad customization features, while retaining the ability to turn ad personalization features off, Google recently announced. Campaign US

LinkedIn Publishes New Pocket Guide to Effective Employer Branding
When it comes to how organizations are succeeding with employer branding on Microsoft’s LinkedIn professional social platform, prospective customers are some six times more likely to convert when they are exposed to a combination of brand and acquisition messaging — one of numerous findings of interest to B2B marketers contained in newly-released data from LinkedIn (client) offered in guide format, along with a selection of digital outreach strategy success stories. Social Media Today

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What Do Marketers Think Is Most Important in Influencing Campaign Performance?
Smart audience targeting, ad creative, audience reach, and data quality came out on top as the most important tactics affecting marketing campaign success, according to recently-released Nielsen survey data gathered from global marketing professionals at organizations with budgets of $1 million or more annually. MarketingCharts

Social media tops the charts for brands’ confidence in measuring ROI
64 percent of global brand marketers pointed to social media as the paid media channel that they were the most confident in when it comes to measuring return on investment (ROI), followed by video for online and mobile at 59 percent, and search at 58 percent, according to newly-released report data. eMarketer

New Report Highlights Ecommerce Trends Resulting From Pandemic
Worldwide e-commerce spending is expected to hit $5.4 trillion in 2022, and new survey data explores shifting consumer digital buying trends that also offers insight for B2B organizations, especially as the boundaries between B2C and B2B blur in a digital-first landscape. MediaPost

B2B Marketers Showing Some Concern Over Cookie-Less Solutions’ Impact on Data Onboarding
87 percent of B2B marketers pointed to website analytics as the area that will be most affected by the loss of web browser ad tracking cookies, followed by targeted ads at 76 percent, third-party data integrations at 67 percent, and website personalization initiatives at 64 percent, according to recently-released survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

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A lighthearted look at “Who else should we target?” by Marketoonist Tom Fishburne — Marketoonist

Accountant with Wife and Kids Has “guitar” At End of Instagram Username For Unknown Reason — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Joshua Nite — This Week in Marketing: Content Marketing Evolution — LinkedIn (client)
  • Lane R. Ellis — The great reshuffle, ABM strategies, and a PMM reading list — Cronycle

Have you found your own top B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thanks for joining us for the week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Data Onboarding Insight, Google’s New Ad Formats, Marketing Campaign Performance Study, & LinkedIn’s Employer Branding Guide appeared first on B2B Marketing Blog – TopRank®.

20 Maggio 2022
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Enjoy a warm cup of trends for International Tea Day

From bubble tea to tea ceremonies, tea has deep roots and profound cultural significance across Asia[7213a8]. Just ahead of the United Nations’ International Tea Day on Saturday, May 21, we looked at trends on Google Search around the world and found bags of insights into what the world is searching for when it comes to this brew-tea-full beverage.

Worldwide populari-tea

Assam, green or bubble: tea is the world’s most-consumed drink apart from water, so even if Earl Grey isn’t your thing, there’s most likely a brew out there that fits you to a T. But which types of tea are the most popular?

  1. Bubble tea
  2. Green tea
  3. Matcha
  4. Black tea
  5. Milk tea
  6. Kombucha
  7. Masala chai
  8. Iced tea
  9. Hibiscus tea
  10. Ginger tea

Worldwide top-searched types of tea, past 12 months. Source: Google Trends.

Green tea used to be the most popular type of tea on Search — until last year, when bubble tea bubbled up to become the most-searched type of tea around the world. The rise has been remarkable, with search interest for bubble tea more than tripling in the last five years, an increase of +220% worldwide. We’ve seen a similar trend with matcha; the beverage is now the world’s third most popular type of tea after search interest went up by +70% in the last five years.

Trends chart showing the rise in searches for bubble tea, green tea, and matcha trends on Google Search, worldwide 2004-present.

Bubble tea, green tea, and matcha trends on Google Search, worldwide 2004-present. Source: Google Trends.

None of this can take away from green tea’s impressive run at the top of the most-searched tea rankings since 2004 (when Google Trends data started). Matcha — the second most searched type of tea worldwide in the past 18 years — is no match(a) for green tea, which has been searched twice as much. In four of the five areas in Asia-Pacific that search for tea the most, green tea was the most-searched type, except in Taiwan, where black tea was most popular, followed by matcha, then green tea.

Versatilit-tea: tea recipes

Perhaps what makes tea so popular is that there are so many different ways to make it. The trend for tea recipes — adding ingredients like honey, lemon or ginger into the pot — is huge in Asia-Pacific, with half of the 10 countries or regions that have searched most for tea recipes over the past 12 months coming from the region.

  1. Vietnam
  2. Taiwan
  3. Hong Kong
  4. Singapore
  5. Latvia
  6. Brazil
  7. Mexico
  8. Honduras
  9. Japan
  10. Panama

Top 10 countries / regions searching for tea recipes, past 12 months. Source: Google Trends.

Trends chart showing tea recipe trends from the past twelve months on Google Search, in Vietnam, Taiwan, Hong Kong, Singapore.

Tea recipe trends from the past twelve months on Google Search, in Vietnam, Taiwan, Hong Kong, Singapore. Source: Google Trends.

As a personal side note, as someone born in the U.K., I thought the British were obsessed with tea, but search interest for tea in Vietnam was +20% higher than my home country in the last 12 months, and Taiwan searched 2.3x more for tea than the U.K. (+130%). Hong Kong’s and Thailand’s level of search interest was +80% and +60% higher, too, respectively.

Those were just a few trends we spotted, and you can of course use the free Google Trends tool to find your own. But however you take your tea, or your trends, we hope you take oolong time this International Tea Day to enjoy it.

20 Maggio 2022