B2B Marketing News: B2B Content Consumption Rises, LinkedIn’s Ticketed Events, New Google Spending Report, & Microsoft’s Zero-Party Data

B2B Purchasers Are Consuming More Content Before Buying 60 percent of B2B buyers find value in receiving relevant information throughout the purchasing journey, while half say that they are consuming more marketing content before making purchases than they did before 2020 — two of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost LinkedIn is testing a new, paid ticketed events service Comments Feed Microsoft-owned LinkedIn (client) has tested new paid event features hosted on the professional network's platform, which would expand on its events hub and other virtual event offerings, and TechCruch takes a look at how the addition may help event organizers. TechCrunch Amid Growing Reliance, How Will Marketers Enhance Their First-Party Data? Some 63 percent of advertisers say that growing marketing email lists from newsletters is a top choice when it comes to growing first-party data, while 60 percent see website and app visitation behavior and social media activity as the best ways to gather first-party information, according to newly-released survey data. MarketingCharts New Google Ads Budget Report Tracks Daily Campaign Spend Google has rolled out a selection of new visual monthly spending reports for Google Ads campaigns, highlighting daily and monthly budgeting spending, limits, and forecast data, the search giant recently announced. Search Engine Journal Microsoft Advertising Pushes Reliance On Zero-Party Data Microsoft is increasingly looking at the digital data that people willingly share online, with its latest Microsoft Advertising offering incorporating what it calls zero-party data, voluntarily shared information the firm makes use of for increased transparency and control, Microsoft recently announced. MediaPost Instagram ditches the IGTV brand, combines everything but Reels into an 'Instagram Video' format Facebook's Instagram has ended its IGTV brand, in a change that also brings a new video tab with more long form video options to the platform, allowing some video content up to an hour in length to be shared, the firm recently announced. TechCrunch Google search’s next phase: context is king Google's latest shift in its search engine evolution has come in the form of its Multitask Unified Model (MUM) update, the firm announced recently at its Search On event, and The Verge takes a look at how the update works to deliver more context-rich answers within search results. The Verge New Spotify campaign aims to prick up ears of advertisers With podcast advertising revenue expected to top $2.4 billion in the U.S. alone by 2025, Spotify has rolled out an initiative highlighting the power of deeply immersed listening audiences to bring more advertisers to its platform, Spotify recently announced. The Drum TikTok reached 1 billion monthly active users Short-form video creation firm TikTok has surpassed the one billion active monthly user milestone — a mark that the firm hopes will attract greater numbers of B2B brands, with the platform's top markets being the U.S., Europe, and Brazil, TikTok recently announced. https://techcrunch.com/2021/09/27/tiktok-reached-1-billion-monthly-active-users/ What Happens on the Internet Every Minute (2021 Version) [Infographic] What happens during each digital minute online in 2021 is the focus of the ninth-annual “Data Never Sleeps” report in infographic form, showing Internet population and social platform use growth and other insights of interest to digital marketers, Domo recently announced. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at the “pain in the supply chain” by Marketoonist Tom Fishburne — Marketoonist They Said It at the ANA Brand Masters — ANA Workplace Hero Unmutes Microphone to Laugh — The Hard Times 9 Best Youtube Ads of 2021 and 2020 — HubSpot TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Webinar: How to Create Marketing Impact with Business Influencers — Digital Marketing Institute
• Lee Odden — How Companies Can Use Digital Brand Ambassadors for B2B Influencer Marketing — MarketingProfs
• LinkedIn — What’s Trending: Excel at Both Halves of Content Marketing — LinkedIn (client)

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