Global Ad Spending Up, TV Ad Upfront Falls Short

Global Ad Spending Up

The world continues to change. Reports are out this week that the Upfront period for TV ad spending – both for broadcast and cable – fell more than $600M from 2013. At the same time, eMarketer calculates global ad spending up more than 5.7% this year. The trends continue. The Upfront shortfall was unexpected, as both the networks and Wall Street were banking on an improving economy to power increases in ad spending. The lower ad spending as analysts scratching their heads and coming up with a … [Read more...]

How Should Your Business Use LinkedIn?

Should Your Business Use LinkedIn

Social media for B2B companies continues to be a work in progress, as marketers seek to understand what does and doesn’t work. American Express and SmarBrief Media has recently shared some ideas for success with social media, so I thought it would make sense to share and comment: There is no argument that LinkedIn is the number one option for business social media, with more than 300 million members (April 2014) distributed in over 200 countries. More than 30% of all US business owners use … [Read more...]

Biggest B2B Challenges Vary by Company Size

B2B Challenges Vary by Company Size

Ever sat back at your keyboard and day dreamed about how easy the other guy has it? In this case it doesn’t matter if you are the big company guy dreaming of the small start-up or vice versa, we all think the other guy has it easier. And it turns out they may have. As we wrap up our look at B2B Content Marketing, we’ll see that B2B Challenges vary by company size. Yesterday we looked at the top frustrations overall faced by B2B Content Marketers, from the recent Content Marketing Institute … [Read more...]

B2B Marketers Struggle with Time and Production

B2B Marketers Struggle with Time

How we spend our time and our degree of relevance are two key aspects of being an engaged human being. And it turns out B2B Content Marketers have the exact same problem, or at least they share these two problems with a number of others. For the last few weeks we have been looking at a recent study from the Content Marketing Institute on how B2B Marketers look at Content Marketing. We’ve seen the strategies and the questions, so today we turn to the most fundamental of data – what are the … [Read more...]

How B2B Marketers Tailor Content

B2B Marketers Tailor Content

To increase readership, we all attempt to tune our content to provide the maximum value to our readers. Continuing our look at the Content Marketing Institute’s 2014 B2B Content Marketing Trends – North America study, today we look at how B2B marketers tailor content to their company’s advantage. The top 3 approaches to content development are to focus on Industry Trends (65% of users), Profiles of Individual Decision Makers (59%) and Company Characteristics (55%). These are logical, and help … [Read more...]

What Functions B2B Marketers Outsource Most Often

Functions B2B Marketers Outsource Most Often

You can’t do it all, and when it comes to Content Marketing, the functions B2B Marketers outsource most often are writing and design. At least according to a recent Content Marketing Institute study titled the 2014 B2B Content Marketing Trends Report. Nearly two-thirds of B2B Content marketers outsource writing, according to the report, and just over half, 54%, outsource design. Given the scarcity of good writing, as well as the quantity of good designers, these two skills leading the list is … [Read more...]

Facebook to Enhance Nielsen Ratings

Facebook to Enhance Nielsen Ratings

The consumer trend of linking watching TV and a second screen took a step forward for advertisers this week with the announcement for Facebook to Enhance Nielsen ratings, a new cooperation to track online viewers. Starting this fall, if a Facebook user watches a TV show on a mobile device, the company will scan its databases and report the age and sex of the viewer back to Nielsen. Both companies report that they are shielding the viewer’s identities from the transaction. The goal of the … [Read more...]

Powerful New Ad Fraud Detection Group Forms

When you live and die on impressions or actions, it is critical that everyone in the process trusts the data.  With concerns continuing to grow about online advertising, a powerful new ad fraud detection group has been formed by the Association of National Advertisers (ANA) and supported by 30 big consumer and business brands.  Welcome to the problem, we wish you well. Bogus traffic costs advertisers because they give the impression of viewers even though the impression is generated by a bot … [Read more...]

How Does Your B2B Content Marketing Budget Compare to Others?

How much is enough budget

How much is enough? I’m not interested in the proverbial John D. Rockefeller idea of one more dollar, but more how should your B2B content marketing budget be? The simple answer, according to a recent Social Media Content Study by the Content Marketing Institute is 30%. But the reality is far more complicated. The Institute gathered data from over 1200 North American B2B Marketers, and found a wide distribution of spend on content marketing. Here is the result: Percent of Total … [Read more...]

B2B Marketers Turn Back to Email

B2B Marketers turn back to Email

The last few years have seen many new outlets for marketing emerge – social media, microblogging, the pursuit of likes, reviews and endorsements and many more. But according to a new survey of B2B marketers, its email that remains the most important, and marketers are starting to look for areas of improvement. Email does seem to be making a comeback, with many experts trumpeting the need to grow and maintain email lists. In face, Michael Hyatt claims it is the most important asset for people … [Read more...]