B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets
B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that 43 percent of U.S. B2B marketers said they plan to reallocate live event spending to content creation. eMarketer

Engagement with sponsored influencer posts doubled during lockdowns
Between March and July 2020 sponsored influencer posts saw a five-fold increase in interactions, reaching 57 million in July, according to recently-released report data from Shareablee. Business of Apps

Enterprise CMO Survey: COVID-19’s Impact on Budgets and Tactics
61 percent of enterprise CMOs said they created special customer communication during the pandemic, topping the list of actions taken by large global firms, with 47 percent noting that they deployed customer sentiment tools, while 42 percent developed scenarios for planning purposes, according to recently-released survey data. MarketingProfs

Facebook launches a Shop tab in its app, just like Instagram
Facebook has rolled out a global test of its shopping feature — Facebook Shop — occupying its own new tab in the platform’s app, in a move aligning in-app purchasing features with those already present in its Instagram offering, the social media giant recently announced. The Verge

In-App Bidding Gathers Steam, But Adoption Looks Nothing Like Header Bidding On The Web
More digital advertisers who utilize mobile app ad buys are embracing real-time bidding programmatic-like auctions, according to MoPub, in a shift that could affect how marketers allocate spending. Ad Exchanger

Email Falls Behind WhatsApp As Customer Request Channel: Study
Small to medium size global businesses have seen rising use of digital communication channels during the pandemic, with use of WhatsApp rising some 76 percent, SMS text by 56 percent, and traditional email 10 percent, according to recently-released survey data of interest to online marketers. MediaPost

Which YouTube TrueView for Action Direct-Response Ads Are Tops So Far in 2020?
Google’s YouTube platform has released an algorithmic list of its top-performing ads that utilize the video giant’s TrueView for Action automated bidding system, YouTube recently announced. Adweek

U.S. Advertising Falls 14% In July, Most Moderate Rate Of Erosion Since March
The largest advertisers and digital media helped overall U.S. advertising spending tally its best month during July since the effects of the pandemic began, as April’s decrease of 35 percent in ad spending had fallen to 14 percent in July — two of several items of interest to digital marketing in newly-released report data. MediaPost

Mobile ad spend jumps 71% amid pandemic recovery
Spending on mobile advertising soared some 71 percent globally during the second quarter compared to 2019, with rates in the U.S. even higher at 77 percent, and a global increase of 8 percent over first-quarter mobile ad spending, according to recently-released study data. Mobile Marketer

ON THE LIGHTER SIDE:

A lighthearted look at “business as usual” by Marketoonist Tom Fishburne — Marketoonist

Wendy’s Spices Up Other Brands’ Twitter Profile Pictures — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Alcatel-Lucent Enterprise (ALE) / TopRank Marketing — 2020 Finalists and Winners – Content Marketing Awards — Content Marketing Awards
• SAP — 3 Actionable Insights with… SAP global CMO Alicia Tillman — The Drum
• Anne Leuman — What’s Trending: Make B2B Content More Memorable — LinkedIn (client)
• TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — New Horizons

Have you come across your own top marketing stories from the past week of news? Please let us know in the comments below.

Thank you for reading our weekly B2B marketing industry news, and we hope that you’ll return 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.

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