Digital Marketing News: Influencers Trusted More Than Friends, LinkedIn Expands Audience Data, New B2B Studies & More

2019 August 30 Backlinko Chart Image

95% of B2B marketers consider demand creation strategy to be successful
Some 95 percent of B2B marketers view their demand generation tactics as successful, and 60 percent see email marketing as the top-performing demand-gen strategy, according to newly-released study data of interest to digital marketers. ClickZ

PubMatic Reports 26% Increase in Mobile In-App Advertising
Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, according to new report data, also showing that in-app mobile video is increasingly driving ad spending. MarTech Advisor

LinkedIn Launches New Insights Hub to Provide Additional Audience Insights
LinkedIn has released an expanded version of its SuccessHub marketing data and insights feature, providing additional audience and more finely-tuned LinkedIn (client) market data, the firm recently announced. Social Media Today

New Study Examines How Brand Engagement on Social Influences Purchase Behavior
Liking posts topped the list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads — some of the insights of interest to digital marketers in newly-released survey data. Social Media Today

Adobe: Just 35% of marketers think their content pipeline is efficient
Among marketing, advertising, creative, agency, and IT professionals, some 57 percent are seeking more creative involvement, and 40 percent want more reporting data, according to newly-released study data from Adobe (client). Marketing Dive

Could That GIF Get You Sued?
Increasing animated GIF image usage among brands has drawn legal attention from some copyright holders, and Adweek takes a look at the potential legal ramifications of using certain GIFs in marketing efforts. Adweek

2019 August 30 Statistic Image

Many Followers Trust Influencers’ Opinions More Than Friends’
70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads — two of the findings in newly-released survey data. MediaPost

Google Search Console Shows New Image Search Data for AMP Pages
Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. Search Engine Journal

48% B2B marketers admit content is only “somewhat effective” or “ineffective”
Among senior B2B marketers, a sizable 82 percent view content as important for achieving marketing goals, however only 48 percent believe their content is either somewhat effective — or even ineffective, according to new study data. ClickZ

We analyzed 5 million Google Search Results Here’s What We Learned About Organic Click Through Rate
Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles see 14.1 percent higher CTR rates — just two of many insights from new Google search result analysis. Backlinko

ON THE LIGHTER SIDE:

2019 August 30 Marketoonist Comic

A lighthearted look at talking about sustainability by Marketoonist Tom Fishburne — Marketoonist

Sony Announces Discreet New Flesh-Colored VR Helmet That Blends In With Your Face — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden & TopRank Marketing — How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] — Social Media Today
  • Adobe — A B2B Case Study in Influencer Marketing: Adobe’s Rani Mani on Marketing Smarts [Podcast] — MarketingProfs
  • Lee Odden — Influencer Relations: Crystal Gazing — Angela Lipscomb
  • Lee Odden & TopRank Marketing — Infographic: A B2B-specific guide to influencer marketing — SmartBrief
  • TopRank Marketing — Context, Balance, and Structure – 3 B2B Marketing Trends from B2BSMX — Katie Martell

Have you found your own top B2B content marketing or digital advertising stories from the past week?

Thanks for joining us, and please come back again next week for more top digital marketing industry news, and 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.

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