As CTV viewership surges, YouTube is people’s Main Stream
The last year marks a massive paradigm shift on the TV screen, as more people than ever turn to YouTube on connected TVs (CTV) not only to find happiness and be entertained, but to feel connected and fulfill their needs. Whether it’s leaning back with a good movie, dancing along to the hottest music video with roommates or finding their zen with a guided meditation, YouTube is people’s Main Stream — with over 120 million people streaming YouTube and YouTube TV on their TV screens in December 2020 in the US.1
Today we’re sharing new consumer trends and insights, and spotlighting new measurement solutions to help brands tap into the streaming boom on YouTube.
YouTube CTV watch time continues to grow fast
People are choosing to watch YouTube on connected TVs more than any other ad-supported platform because it has the content that is relevant to their lives and passions. According to Comscore, YouTube is #1 in reach and watch time among ad-supported streaming services, and is #1 in growth by watch hours over the past two years.2
This is driven in part by a new wave of viewers who choose to watch YouTube primarily on the TV screen. In December 2020, a quarter of logged-in YouTube CTV viewers watched content almost exclusively (more than 90%) on the TV screen.3 For brands, this underscores the importance of connected TV campaigns to reach larger and incremental audiences across YouTube, and engage audiences with bigger creative formats.
How we’re supporting startups combating climate change
Combating climate change requires action from everyone—businesses, governments, cities and people. We believe that by investing in technology we can help build novel solutions and empower people to take action. Which is why we’re focused on elevating people using technology to combat climate change and create a healthier planet for everyone.
This month we launched the Google for Startups Accelerator: Climate Change for climate-focused technology startups across Canada and the United States. This 10-week program helps bring the best of Google to startups using artificial intelligence and machine learning to combat climate change. In addition to mentorship and technical project support, the accelerator will focus on product design, customer acquisition, and leadership development for founders. If you or someone you know would be a great fit for the Google for Startups Accelerator: Climate Change, encourage them to apply by April 1, 2021.
This program builds on the success of last year’s Google for Startups Accelerator: Sustainable Development Goals which supports startups from across Europe, the Middle East and Africa. Through this program, we supported Everimpact from France, a company that combines satellite imagery and ground sensing to monitor air quality and carbon emissions in cities, and Ororatech from Germany, a commercial supplier of infrared satellite data used for early detection and real-time monitoring of wildfires.
Supporting startups focused on climate change is just one way we’re taking action as a company. Last September, our CEO Sundar Pichai announceda set of ambitious sustainability commitments, including a vision for a carbon-free future for everyone and our mission to empower people and communities to realize their own potential for impact. Recently, we released our 2020 Climate Report and reaffirmed our ongoing commitment to making sure that everyone—people, cities, governments and businesses—have the tools to be part of the solution. We’re optimistic that technology and entrepreneurship can help avert climate change.
10 Ways Trust Creates Standout B2B Marketing Experiences
What does trust bring to the B2B marketer’s strategy table in 2021?
While it may be simpler to ask what trust can’t do for B2B marketers and brands seeking to develop successful strategies for our eventual post-pandemic professional landscape, savvy marketers are best served by taking a close look at all the things that trust can do.
Research has shown the power of trust in developing successful marketing, which is why the theme of trust is a central tenet running through our own State of B2B Influencer Marketing Research Report, featuring survey data, case studies from B2B brands of all sizes, insights from top B2B marketing experts, plus a list of 20 top influencer marketing practitioners from B2B brands.
Brand trust, advocacy and customer experience are among today’s most important goals for B2B brands, but why is trust so important, and how can brands build trust?
Here are 10 ways trust creates standout B2B marketing experiences, from building better brands to providing measurable performance, and so much more.
Let’s step right up to a virtual cavalcade of marketing approaches that benefit from a greater focus on trust, and look at what we can do to build greater trust into our B2B marketing efforts.
1 — Trust Builds & Strengthens Relationships
You can’t top trust when it comes to building and strengthening relationships, whether it’s creating powerful new customer connections or nourishing your existing business partnerships.
Relationships with little trust won’t blossom, and usually won’t last very long either.
By consciously making trust a cornerstone of marketing efforts — and dedicating the time and effort necessary to do so — brands can make a concerted effort to build trust into every facet of operations.
[bctt tweet=”“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli” username=”toprank”]2 — Trust Delivers Dedicated Customers & Fans
Brands that earn trust have already won most of the battle to gain dedicated customers and fans.
Trust helps turn customers into true brand advocates and impassioned fans.
The effort and time to build trusting relationships between brands and customers can be daunting for B2B marketers, which is one of the reasons why more brands are turning to influencer marketing, with subject matter experts who have already built time-tested trust.
[bctt tweet=”“It’s hard to create a great experience if customers don’t trust brand communications.” — Lee Odden @LeeOdden” username=”toprank”]3 — Influence Is Build On Trust
Intertwined with trust is influence, and the two serve to reinforce one another in the push to deliver the best B2B marketing possible.
Industry experts rely on the trust they’ve earned over time with their following, using their influence to help brands build trust.
Using the power of influence to build trust is one of our specialties at TopRank Marketing, and to help you learn more about the processes involved, here are several recent articles we’ve published detailing how influence grows trust:
- 5 Ways B2B Marketers Sabotage Influencer Marketing Success
- Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands
- How to Scale B2B Influencer Marketing: Operations, Process and Technology
- How Successful B2B Marketers Integrate Influence in the Marketing Mix
4 — Trust Grows Great Content Marketing
Great B2B content marketing is also underpinned by trust, as information that is worthy of being shared is most often the type that best answers the questions customers are asking — solutions that will only succeed when they are based on share-worthy trust.
Creating articles, videos, podcasts or any other manner of today’s digital asset that customers will want to share and keep coming back to get more of is a difficult task, but one that thrives when trustworthy information is delivered.
Best-answer content’s role in building trust is covered in the following articles we’ve published:
- In Search of Trust: How Authentic Content Drives Customer Experience
- How A Best Answer Content Strategy Drives B2B Marketing Results
5 — Influence-Built Trust Combats Increased Skepticism
The past several years have seen an increase in customer skepticism, especially when it comes to the marketing they have traditionally relied on to learn about potential new solutions.
Trust can be the element that differentiates one brand’s success from another’s disappointment.
The issue of brand trust made the list of 2021’s top trends in our CEO Lee Odden‘s “Top B2B Marketing Trends for 2021,” in which he observed, “With an ‘epidemic of misinformation and widespread mistrust of societal institutions,’ 70 percent of respondents to the 2021 Edelman Trust Barometer study said brand trust is more important today than it was in the past.”
[bctt tweet=”“Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers.” — Kevin Cochrane @kevinc2003″ username=”toprank”]6 — Always-On Efforts Thrive On Trust
2021 may be the year of always-on marketing, as the strength of ongoing programs over one-off campaigns has been shown to be a key success differentiator. Building thriving always-on programs requires earning and maintaining trust, however, rather than the kind of stop-and-start efforts that interrupt truly lasting business relationships.
Always-on marketing efforts need to be based on trust in order to be sustainable.
To help you build a sustainable always-on strategy with an eye for building ongoing trust, the following articles explore always-on influence:
- For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport
- Always On Influence: Costs Less and Better ROI – Here’s Why
- Always On Influence: Short Term vs. Long Term for Success During a Crisis
- Always On Influence: Definition and Why B2B Brands Need it to Succeed
7 — Trust Is Platform Agnostic
In today’s diverse social media platform landscape, B2B marketers are keen to use elements that provide value in a platform-agnostic way, and trust is one of the key ingredients that works just as well on Clubhouse, LinkedIn, Twitter, or Instagram.
When a brand has built a legacy of trust, it translates to whichever platform or content vehicle its marketing messages are delivered through, making trust one of the few fundamental qualities that endure over time, even as social platforms come and go.
How can B2B brands boost confidence using some of these various platforms, especially live-stream video, podcast and Clubhouse marketing? Lee recently explored how partnering with influencers who understand innovative content formats creates more relevant, meaningful and effective B2B content marketing experiences, in “How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing.”
[bctt tweet=”“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them.” — Emily Thompson @BosCreativeCopy” username=”toprank”]8 — Trust Is SEO Friendly
Not only is trust search engine optimization (SEO)-friendly, trust is one of the most important and oftentimes overlooked elements in creating the type of best-answer B2B content that can organically feature in search rankings.
In essence, a core facet of all search engine firm efforts is the ability of their algorithms to surface the content that is the most trustworthy.
How trust plays into the changes 2021 has brought about in SEO efforts is among the subjects 12 top industry experts explored in our annual trends and predictions article, “12 Top B2B SEO Trends & Predictions for 2021.”
[bctt tweet=”The biggest overarching trend in SEO in recent years which will undoubtedly continue in 2021 is the focus on E-A-T: expertise, authoritativeness, and trustworthiness. — Lily Ray @lilyraynyc” username=”toprank”]9 — Trust Provides Measurable Performance
When your efforts are built on trust and the content you’re producing reinforces trustworthiness, B2B marketers can chart their success using any number of engagement metrics.
While it may be hard to specifically pinpoint which particular brand engagement metrics are solely the result of having built customer trust and loyalty, trust is the kind of all-encompassing element that — although it may not have its own line item — delivers performance increases.
Here are several helpful articles we’ve written that help B2B marketers collect and interpret the right engagement metrics:
- Spotlighting Organic Social Media Video Success: Your Guide to Metrics and Specs
- What B2B Marketers Need to Know about Optimizing Content with Video Analytics
- Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics
- Measuring Content Marketing Success: Analytics Advice & Insight from the Experts
10 — Trust Builds Better Brands, Brand Advocates, & Teams
It’s not just marketing and social media efforts that benefit from a trust-first approach to business — entire brand structures from bottom to top stand to achieve greater performance when trust is valued, encouraged, and implemented throughout an organization.
Trust has been touted for decades as an important element in any brand’s strategy, yet it sometimes stalls when taking the leap from a company’s mission statement to what was posted on social media an hour ago.
Building not only trust but empathy into the fabric of a B2B organization was the recent subject of a B2B Marketing Exchange conference keynote by Miri Rodriguez, storyteller and internship program head at Microsoft, and I covered the presentation in, “Microsoft’s Miri Rodriguez on How B2B Marketers Are Embracing Empathy For Better Customer Storytelling #B2BMX.”
[bctt tweet=”“Trusting relationships aren’t built with brands, but rather with the human beings behind those brands. Attaching a face and voice to your content can drastically magnify the impact and relatability of that content.” — Nick Nelson @NickNelsonMN” username=”toprank”]Let Trust’s Energy Surround Your Marketing Efforts
The power of trust can bind customers and brands in meaningful and lasting relationships, filled with the type of energy that even Star Wars’ Yoda would be envious of, and we hope that your own B2B marketing efforts will benefit from the 10 elements of trust we’ve explored here.
A single article can only begin to touch on the vast power of trust in marketing, which is why we’re also happy to share with you the follow additional guides to brand trust:
- In Search of Trust: How Authentic Content Drives Customer Experience
- 5 Things to Know About Building Trust in the Age of Social Media
- Trust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers
- How Authentic Content Builds Brand Trust in Uncertain Times
- How B2B Marketers Can Enter the Circle of Trust
- Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing
- SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence
Crafting trustworthy and award-winning B2B marketing takes significant time and effort, which leads many firms to choose working with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
The post 10 Ways Trust Creates Standout B2B Marketing Experiences appeared first on B2B Marketing Blog – TopRank®.
Huawei FreeBuds 4i arrivano anche in Italia
Huawei ha lanciato anche in Italia i nuovi auricolari True Wireless In-Ear con cancellazione intelligente del rumore, HUAWEI FreeBuds 4i, disponibili in tre colorazioni – Ceramic White, Carbon Crystal Black e Honey Red – a partire dal 24 marzo prossimo, ma già da oggi in pre-ordine su Amazon e sullo store ufficiale di Huawei.
Cercare casa in affitto con TikTok
Il mercato immobiliare sbarca su TikTok. Sono sempre di più, infatti, i video-annunci attraverso i quali vengono messe in bella mostra case in affitto sul social network nato principalmente per far divertire i giovani. Secondo i dati di febbraio, quella di TikTok è stata l’app “non game” più scaricata, a conferma che nonostante le polemiche per le sfide fin troppo spinte che si organizzano e i dubbi sulla privacy, gli utenti continuano a dare fiducia al social network. E le aziende studiano come sfruttarlo al massimo.
ROG Phone 5, audio e video pazzeschi e più potente che mai. La recensione
Music, Makers & Machines
In 1895, Thaddeus Cahill, an inventor from Iowa, started work on the world’s first electromechanical musical instrument. Weighing in at 200 tons and measuring 60 feet long, the Telharmonium was a colossal machine for producing and sharing music on the telephone.
In the 126 years since, electronic music has evolved in similarly bold and ingenious ways, a testament to the magic that occurs when human beings build and interact with machines. We listen to it while working out, riding the subway, studying for exams — and hopefully soon again at the clubs and festivals that have made it what it is today.
Music, Makers & Machines, the new exhibit from Google Arts & Culture and YouTube, celebrates the history of electronic music: its inventors, artists, sounds and technology. More than 50 international institutions, record labels, festivals and industry experts have come together to capture the crucial role electronic music plays within wider culture, from the WDR Studio for Electronic Music to Blacktronika to the “Diva of the Diodes” Suzanne Ciani. There are more than 250 online exhibitions, an extensive archive of photos, videos, 360° tours and 3D-scanned objects, including synthesizers and the door of Berlin’s legendary Tresor techno club.
In the spirit of pioneers like Cahill, you can also compose your own electronic music. Use the augmented reality feature of AR Synth to mix and match five famous synthesizers in a virtual electronic music studio.
MUSIC: Let’s get to know some of the legendary tracks and artists:
MAKERS: Go behind the scenes in studios and see iconic inventors in action:
MACHINES: Play with the instruments that made the tunes:
Electronic music brings people together from all walks of life and from all over the world. Its community has always been one of creativity and shared experiences. And while it may take a while until club doors open again, fans and musicians keep connected through new online forums and formats.
We hope that Music, Makers & Machines will let you explore and appreciate the stories of electronic music and celebrate the creativity of its makers. Find the project on the Google Arts & Culture app for iOS and Android and at g.co/musicmakersmachines .
Irish retailers can build an online presence with Pointy
As a Dublin native who started a company to help small retailers get online, I’ve seen local retailers adapt to many situations. It’s safe to say that the pandemic has brought challenges unlike any other, and we’ve seen it directly affect many of our favorite local shops.
Due to lockdown restrictions, it’s become critical for brick-and-mortar retailers to be visible online. I also know firsthand how helpful it is to be able to search online and see what a store has in stock prior to heading out of the house.
But sharing in-store inventory online can be challenging for smaller businesses, as they may not have the resources to build and maintain an e-commerce platform. Pointy from Google meets that need by creating an online presence for these retailers to help them showcase their product offering and potentially reach new customers.
Starting today for a limited time, Pointy from Google will offer free Pointy devices to qualifying small and medium retailers in Ireland, enabling them to display their in-store products online. Irish retailers who connect with Pointy within the next six months will also get €100 ad credit to trial Pointy’s Product Ads feature.
Pointy works by creating a connection between physical stores and Google so that their products can appear in local Google search results, which can help attract shoppers in the surrounding area to the store. Retailers don’t have to do any extra work: As they scan items to be sold, the products are added to their Business Profile on Google Search and Maps so that potential customers can easily see them.
Cosa dobbiamo aspettarci dalla Stagione 6 di Fortnite?
Ci siamo quasi. La Stagione 5 di Fornite sta per volgere al termine e l’inizio della Stagione 6 sarà consecutivo, senza pausa per milioni di giocatori in tutto il Mondo. La data che dobbiamo segnarci è il 16 marzo 2021, una manciata di giorni da oggi.
SpaceX si fa ambiziosa: ora punta alla connettività dei trasporti
SpaceX, continua a lanciare nello spazio i suoi Falcon 9 per portare in orbita terrestre bassa nuovi carichi di satelliti per arricchire la già corposa costellazione che sta ultimando di posizionare nei nostri cieli per Starlink, il servizio internet che sta approntando per portare Internet in qualsiasi angolo della Terra a basso costo.
Ufficiale: Bethesda Softworks è definitivamente di Microsoft
Nei giorni scorsi vi avevamo anticipato del sì definitivo della Commissione Europea all’accordo da 7,5 miliardi di dollari, senza condizioni, che consentiva a Microsoft di completare l’acquisizione di ZeniMax Media.
Oggi arriva l’annuncio, da parte del’azienda di Redmond, di aver completato l’acquisizione della società madre di Bethesda Softworks, con tanto di benvenuto da parte di Phil Spencer, boss di Xbox, attraverso un blog post dedicato su Xbox Wire.
Samsung lancia SSD NVMe 980, drive consumer senza DRAM
Samsung Electronics ha annunciato l’SSD NVMe 980, il suo primo drive consumer senza memoria DRAM, ideato per offrire l’incredibile velocità dello standard NVMe accessibile a un numero maggiore di utenti. L’SSD Samsung 980 è infatti disponibile al prezzo consigliato di 56,99€ nella versione da 250GB, 79,99€ nella versione da 500GB e 149,99€ nella versione da 1TB. A margine dell’annuncio, KyuYoung Lee, vicepresidente del team Memory Brand Product Biz di Samsung Electronics, ha dichiarato:
Sonos Roam: Sonos diventa portatile per davvero
Era nell’aria già da diversi giorni, e finalmente Sonos ha svelato il suo nuovo speaker portatile che, a differenza di Sonos Move, può davvero essere portato sempre con sé grazie a dimensioni e peso estremamente ridotti, ma senza rinunciare alla qualità a cui l’azienda americana ci ha abituato.
Mild Hybrid a benzina: ecco le nostre impressioni sulla nuova Hyundai i20 1.0 T-GDI 48V iMT
Chromebook turns 10: Looking back and moving forward
10 years ago, computing was complicated. Slow boot times, clunky hardware and intrusive updates were the norm. Computers were invented before the internet, and they hadn’t fully caught up to how people were using the web. So Google set out to design something new. The idea was to create a cloud-first experience that was fast, secure and easy to use — with software that stays up-to-date, automatically. A computer that boots up in seconds, and stays fast over time.
In 2011 we launched the first Chromebooks in partnership with Acer and Samsung. Today Chromebooks help millions of people stay connected while they work, study and stay entertained; this has never been more true than over the past year. As we celebrate the 10th birthday of Chromebook, we’re taking a look at how Chromebooks have evolved and where we’re headed.
For the past decade, we’ve stayed true to our original vision to make computing simpler and more accessible for everyone. Highlights include the Chromebook Pixel, the first Chromebook with a big, beautiful 3:2 touchscreen, which launched in 2013 and changed how people used their laptops. Then there was the first Chromebook with USB-C technology, introduced in 2015, enabling people to fast-transfer their data and charge their device quickly — all by using what’s now the universal standard. And in 2017 we launched Chromebooks with the Google-designed Titan C security chip to keep devices secure and protect user identity.
Plus, Chromebooks for Education has continued to help teachers and students modernize the learning experience, and Chromebook Enterprise has made IT administration simpler for businesses. Our Google Admin console fundamentally changed how devices are controlled, making it easy to manage thousands of Chromebooks centrally. It helps administrators get their school or business up and running in no time, and removes the day-to-day pains of running IT in large organizations.
All along the way, we remained committed to making all Chromebooks faster and smarter automatically, with updates that run in the background every few weeks.
Today, we work with several important partners — Acer, ASUS, Dell, HP, Lenovo, Samsung, AMD, Intel, MediaTek, Qualcomm, among others — to make Chromebooks of all shapes and sizes, and collaborate with over 20 Works With Chromebook partners like Anker and Logitech on compatible accessories so you can get the most out of your Chromebook. And with apps from the web and the Google Play Store, you can get more things done, boost your creativity or simply find fun ways to pass the time. If gaming is your thing, Cloud gaming platforms like Stadia and GeForce NOW are available on your Chromebook.
Here’s to the next 10
I remember getting my first computer and using it for just a handful of basic tasks; typing things up in a word processor, doing simple math with its calculator, things like that. Fast forward to today, where we bounce from work to school to watching shows and chatting with friends and family. We make all of these transitions across multiple devices — phones, tablets, laptops. And unlike the past, people should have access to their data and a consistent experience across all these tools. So today, we’re celebrating the 10th birthday of Chromebook by launching a suite of features for Chromebook that lets people move between devices with ease, and tools that drastically improve your productivity.
We are also continuing to make Chromebooks the best devices for teaching and learning, and to help businesses scale.
It’s been 10 years, but this is still just the beginning. We’re continuing to find ways to make the Chromebook experience even more helpful for everyone. Examples include things like utilizing our artificial intelligence technology to help people proactively, integrating sensor technologies for more personalized experiences, expanding our portfolio of devices with cellular connectivity and working endlessly to make your devices work better together.
Our vision for Chromebooks is to keep helping people get things done and to provide helpful and secure experiences. So here’s to the next 10 years of delivering an intelligent, powerfully simple computer for all.
Chromebook turns 10
Celebrate the 10th birthday of Chromebook with a look back and lots of new features.