B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting

The Most Significant Challenges to B2B Brand-Building Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs 'You get 2 seconds to engage consumers online': Mars neuroscientist shares key findings Digital marketers have just two seconds to capture consumers' attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum Facebook Adds New Paid Events Options for Businesses and Creators Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today Twitter users can now control who replies to their tweet Twitter has rolled out new user options for managing who can reply to tweets on the platform, allowing posters to specify that everyone can reply, only those they follow, or only users mentioned in a tweet, the firm recently announced. Reuters Google Ads Performance Planner Added Shared Budgets, Shared Access & Conversion Delays Google has rolled out three new budget planning features to its widely-used Google Ads management utilities, including better use of conversion delays, team shared access, and downloadable budgeting forecast data, the search giant recently announced. Search Engine Roundtable The rise of the avatar as a marketing medium The global health crisis has brought new marketing opportunities for the use of avatars usable in any number of virtual worlds, and AdAge takes a look at the trend here. AdAge The World’s Biggest Brands Are Spending More in Programmatic The largest brands have been spending more on programmatic advertising, according to recently-released World Federation of Advertisers (WFA) study data, also showing that 74 percent of the world's biggest brands partner with an agency. Ad Week Facebook Is Testing New Post-Level Analytics for Groups Facebook has launched new analytics features for group administrators, allowing digital marketers a more detailed look at active member views, post hides, image views, and other metrics, the firm recently announced. Social Media Today Instagram rolls out suggested posts to keep you glued to your feed Facebook-owned Instagram has released a new feature update that shows posts from accounts users don’t follow once they have reached the end of their traditional feed, creating both an endless feed and new ad options for marketers, the firm recently announced. The Verge B2B Marketers Lend Their Support to Influencer Programs 96 percent of B2B marketers engaging in influencer marketing find their program successful, with 84 percent also noting that influencer marketing can achieve brand awareness — two of dozens of insights from the TopRank Marketing 2020 State of B2B Influencer Marketing Research Report, examined here by MarketingCharts. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “the evolution of digital transformation” by Marketoonist Tom Fishburne — Marketoonist New California Energy Tax Makes You Pay 10 Cents to Open a New Browser Tab — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:

• SAP — How SAP puts purpose into practice — AdAge
• Lee Odden — 2 Questions To Ask Before Building Your B2B Ambassador Program — Forbes
• TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — MarketingProfs
• Lee Odden — Influencer marketing set to be the next big thing, apparently — Meetings & Incentive Travel Magazine
• Lee Odden — 5 B2B Content Marketing Trends to Take in 2021 — V3Broadsuite
• Lee Odden — What’s Trending: Renew Your Content Strategy Commitment — LinkedIn (client)
• Lee Odden — CoronaCocktails 8.18 - The Norse God, Lee Odden [Podcast] — Joseph Jaffe / CoronaTV
• Lee Odden — Instagram Influencer Marketing Myths, Debunked — HubSpot
• TopRank Marketing — Affiliate Marketing News — Jason Hulott
• Nick Nelson — 10 Ways to Tailor Your Marketing Strategy to Your Business — Small Business Trends
• Debbie Friez — How Farm Life Prepared Me Sheltering In Place — Debbie Friez
• Lee Odden — New Essentials for Commerce: SEO, Content Marketing, and Influencers — inRiver
• Lee Odden /TopRank Marketing — TopRank data shows 74% of B2B pros believe influencer marketing could improve CX — 360 Magazine
• Lee Odden — CoronaCocktails 8.18 - The Norse God, Lee Odden [Video] — Joseph Jaffe
• TopRank Marketing — Cover Your Bases: How to Use LinkedIn for Agent Recruiting — New Horizons
• TopRank Marketing — 15 Best Digital Marketing Blogs Filled With Valuable Advice — SEO Basics

Have you found your own top marketing 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 and tune in for another array 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.

The post B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting appeared first on Online Marketing Blog - TopRank®.

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