B2B Marketing News: How B2B Events Are Changing, Consumers Switch Brands During Pandemic, & New B2B Micro-Segmentation Data

2020 July 24 CEIR Chart

2020 July 24 CEIR ChartStudy: Most Americans Permanently Changing Brands
During Pandemic
45 percent of U.S. consumers have switched
at least one brand preference during the global heath crisis, and
some 62 percent believe that their brand change will become
permanent — two of several items of interest to digital marketers
in recently-released survey data.
MediaPost
How microsegmenting boosts B2B conversion
rates
Micro-segmentation helps both B2B sellers and
customers, with better conversion rates and more relevant customer
experiences, with some 68 percent of B2B buyers noting that it’s
important for vendors to present relevant content throughout the
buying cycle without having to rely on salespeople, according to
recently-released Forrester report data.
Digital Commerce 360
Gartner Identifies Five
Technologies to Drive More Agile and Scalable Advertising
Capabilities for Marketers
The digital advertising trends
having the most impact on the industry have been outlined in
Gartner’s latest annual Hype Cycle for Digital Advertising 2020
report, showing the rise of Advanced Supply-Side Bidding (ASSB),
Identity Resolution (IDR) and other areas of interest to digital
marketers.
MarTech Series
Facebook Releases New Web Collage App
via its Experimental NPE Team
Facebook’s New Product
Experimentation (NPE) test-bed team has launched an experimental
image display app called E.gg, offering a throwback look for modern
photo collages that could eventually bring marketers new visual
display opportunities, the social media giant recently announced.

Social Media Today
What Types of Content Generate Leads
That Convert?
Marketers generate the most lead conversions
by utilizing online content that incorporates video, which was seen
as the most effective format by 41 percent of marketers, followed
by webinars at 36 percent, and original research at 36 percent,
topping the list of newly-released survey data of interest to
digital marketers.
MarketingCharts
LinkedIn Provides More Tips for Virtual
Events in New Guide Book
Microsoft-owned LinkedIn (client)
has published new insight into using its LinkedIn Live and Events
features, including marketing survey data showing that some 69
percent of marketers find it challenging to make the move to
virtual events, the firm recently announced in conjunction with the
launch of its second-ever events guide.
Social Media Today
2020 July 31 Statistics ImageInfographic: Consumers Want to See More Brands in the
Esports Realm
Today’s consumers would like to find more
brands including e-sports in their campaign efforts, with 72
percent saying that would like to see brands that are savvy enough
to use the medium’s fast-paced conversation. The gaming industry is
the most dominant media channel for Gen Z and millennials, and is
expected to top $1.5 billion in brand spending, according to
recently-released infographic data.
Adweek
Zenith: Global Ad Spend Projected To Drop 9.1%
This Year
Overall global advertising spending for 2020 is
expected to fall by 9.1 percent, while digital ad spend is forecast
to see only a 2 percent decrease, with digital accounting for more
than half of global ad spend, according to recently-released Zenith
report data.
MediaPost
Facebook Tests New Page Design Which
De-Emphasizes Like Counts
Facebook has begun testing pages
that don’t include page like buttons, instead placing focus on
having users follow pages. The expanded test, which has been
limited to certain public figures, has now also been implemented
for some business pages, the firm recently announced.
Social Media Today
How COVID-19 Is Affecting the B2B
Exhibition Industry
73 percent of B2B event organizers
have had to cancel a physical event because of the pandemic, and 81
percent have begun providing virtual alternatives, according to
recently-released survey data of interest to digital marketers.

MarketingProfs
ON THE LIGHTER SIDE: 2020 July 31 Marketoonist Comic A
lighthearted look at “multicultural marketing” by Marketoonist
Tom Fishburne — Marketoonist
Street Artists Reimagine Classic Ralph Lauren Polo Shirt for
AR-Enabled Murals —
Adweek
TOPRANK MARKETING & CLIENTS IN THE
NEWS:

  • TopRank Marketing — Is B2B Influencer
    Marketing Effective During A Crisis? —
    Tribal Impact
  • TopRank Marketing — 33 of the Best Social
    Media Marketing Blogs of 2020 —
    HubSpot
  • Joshua Nite — Shake Up Your Business
    Strategies with These Community Suggestions —
    Small Business Trends
  • Lee Odden — C-Suite Marketing Episode 5: Lee
    Odden of TopRank Marketing [Podcast] —
    ITSMA / SoundCloud
  • Lee Odden — B2B Influencer Marketing —

    Evans on Marketing

Have you come across your own favorite B2B
content marketing
or digital
advertising
stories from the past week of news? Please let us
know in the comments below. Thanks for joining us, and please
return again next Friday for another collection of the 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. Also, don’t miss the full video summary on our
TopRank
Marketing TV
YouTube Channel.

The post B2B
Marketing News: How B2B Events Are Changing, Consumers Switch
Brands During Pandemic, & New B2B Micro-Segmentation Data

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B2B Marketing News: How B2B Events Are Changing, Consumers
Switch Brands During Pandemic, & New B2B Micro-Segmentation
Data