B2B Marketing News: B2B Email Study, Marketing Leadership Gaps, Digital Ad Spend Surges, & High-Quality Creative Drives Brand Trust

The Buzz On B2B: Email Is Tops For Both Acquisition And Retention Half of B2B marketers have seen email click-through rates (CTRs) remain steady during the first quarter of 2021, while 28 percent saw higher CTR than during 2020, according to recently-released survey data, which also showed that by early 2022 some 40 percent of marketers expect to restore their marketing spending to regular levels, with 25 percent doing so in early 2021. MediaPost Vast Majority of Consumers Associate High-Quality Creative with Brand Trust 85 percent of U.S. adult consumers in a recent survey said that well-designed ads help build brand trust, while 64 percent said that brands with poor creative design were less trsutworthy, according to the Celta survey. MarketingCharts B2B Content Marketers Get Higher Salaries, Bonuses Than B2C B2B content editors and marketing professionals have earned more than their counterparts in B2C marketing, and were more likely to be paid cash bonuses, according to newly-published survey data of interest to digital marketers. MediaPost Google Launches Video Ad Experiments to Help Refine Marketing Approaches Google has announced a forthcoming feature that will allow brands to try various video ad approaches in its Google Ads program, offering video marketers new ways to experiment and observe how multiple ad variations resonate with their audiences, the search giant recently revealed. Social Media Today IAB: Digital Ads Grew 29% In Q4 In Pandemic Rebound Digital advertising spending grew to $45.6 billion during the fourth quarter of 2020, a 29 percent increase year-over-year that represented to top quarter in 20 years, while overall Internet ad spend climbed by 12.2 percent for 2020, reaching $139.8 billion, according to newly-released revenue report data from the Interactive Advertising Bureau. AdExchanger Facebook Tests Updated Up and Downvoting for Comments in Groups Facebook has experimented with comment voting, having added Reddit-like up and down rankings in an expanded Facebook group test, the social media giant recently announced. Social Media Today Nearly half of execs expect social marketing budgets to double in next 3 years, study finds 46 percent of business executives have said that the social media marketing budgets at their firms are expected to double within the next three years, while 91 percent said that their social marketing budgets will experience a rise of any level, according to recently-released survey data from The Harris Poll. Marketing Dive Facebook tests Hotline, a Q&A product that's a mashup of Clubhouse and Instagram Live Facebook has tested a mash-up that adds video into the mix for its new Hotline product, combining the functionality of Clubhouse and Instagram Live, the social media firm recently announced. TechCrunch Google Search Console adds regular expression support and more data filtering to Performance reports Google has updated its latest Search Console to include more comparison mode filtering options, along with the addition of more powerful regular expression search functionality, the search firm announced recently. Search Engine Land What Are Marketing Leadership’s Biggest Gaps? The customer journey along with its acquisition and conversion sits atop the list of marketing leadership deficiencies, according to a recently-released survey of chief marketing officers, followed closely by segmentation and personalized messaging at scale, with action on customer data insight occupying the third most frequently noted marketing leadership gap. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “advertising without cookies” by Marketoonist Tom Fishburne — Marketoonist These Were the Most Effective Ads of 2020, According to Kantar — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Susan Misukanis — 10 Personal Development Tips to Help You Love Your Small Business Life — Small Business Trends

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