2022

Changes to California’s Privacy Law Will Affect B2B Brands
When B2B exemptions to the California Consumer Privacy Act (CCPA) end in January 2023, privacy notices when engaging leads and other changes will be required for compliance with the California law, and the Association of National Advertisers (ANA) has taken a look at how the new requirements will affect B2B brands and marketers. ANA

B2B Leaders Are Facing More Headwinds in Data Quality Investments
Budget concerns, lack of internal resources, and the inability to show return-on-investment (ROI) proof were cited as being among the biggest obstacles when it comes to B2B data quality investments, according to newly-released survey data. MarketingCharts

Google Tests Text Search for Segments in YouTube Clips
Google has implemented new video caption text search options as the focus of its latest feature trial for its YouTube platform — a change which could lead to more optimization options and video exposure possibilities for B2B marketers when eventually rolled out to the public, Google recently announced. Social Media Today

Diverse representation in video ads receded in 2022, analysis finds
Representations of Black people in video advertising dropped from 16.5 percent in 2021 to 14.3 percent in 2022, newly-published diversity, equity and inclusion (DEI) survey data has shown. When it comes to the people appearing in video ads, men represented some 65 percent of ad appearances, and 73 percent of voices in ads, the report data also showed. Marketing Dive

How Do Customers Feel About Algorithms?
Customers have noted that they aren’t as happy about receiving positive news when it is delivered by an algorithm or by a combination of a human and an algorithm, preferring instead to receive such positive news solely from a human — one of several findings of interest to B2B marketers contained in recently-released report data. Knowledge at Wharton

E-E-A-T and major updates to Google’s quality rater guidelines
Experience has been added as a factor in Google’s search engine Quality Rater Guidelines (QRG), joining the previous elements of expertise, authoritativeness, and trustworthiness that made up the primary portions of the search giant’s EAT program, Google has announced. Search Engine Land

Reddit Launches New Reddit for Business Website to Provide Additional Guidance for Marketers
Social news aggregator and discussion platform Reddit has published 38 case studies to augment a new set of advertising best practices, as Reddit has launched a new business-focused resource in its shift to attracting more businesses to the platform, Reddit recently announced. Social Media Today

The State of Ethnic Diversity in the Marketing Industry [ANA / AIMM Report]
A recently-published survey of some 20,000 marketers has found that the amount of ethnic diversity among marketers and advertisers in 2022 reached 32.3 percent, up from 30.8 percent in 2021, and 29.4 percent in 2018, according to the Association of National Advertisers (ANA) data. MarketingProfs

More women are becoming regular podcast listeners, research says
48 percent of monthly U.S. podcast listeners in 2022 were women, an increase from 44 percent in 2017, with 35 percent of women over age 18 having noted that over the past month they had listened to a podcast — a figure that represents some 47 million listeners, according to newly-published survey data of interest to digital marketers. Marketing Brew

Global Mobile Ad Spend Growth To Slow To 7.5% In 2023
Global mobile advertising spending is expected to reach $362 billion in 2023, growing by 7.5 percent — a drop from the 14 percent growth seen in 2022 which is expected to be driven by economic headwinds, according to recently-released mobile advertising forecast data. MediaPost

ON THE LIGHTER SIDE:

A lighthearted look at “Safe is Risky” by Marketoonist Tom Fishburne — Marketoonist

Custom Google Jenga Set — Search Engine Roundtable

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Top 50 B2B Thought Leaders & Influencers You Should Work With In 2023 (North America) — Thinkers360
• TopRank Marketing — This Week in Marketing: Remodel Your Measurement for 2023 — LinkedIn (client)

Have you come across a B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us this week for the Elevate B2B Marketing News, and we hope that you will return again next Friday for another array of the most up-to-date and 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 Elevate B2B Marketing News: B2B Data Quality Investments, Google Updates Quality Guidelines, & Ethnic Diversity In Marketing Study appeared first on B2B Marketing Blog – TopRank®.

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