B2B Marketing News: B2B Buyers Look To Amazon, Google Doubles Profit, Top SEO Challenges, & How Social Trust Affects Engagement

For US B2B Product Buyers, Amazon Business Proves Influential, but May Decline [Survey]
Some 49 percent of B2B product buyers have said that they search for B2B items using Amazon Business, topping the 39 percent who say they use vendor websites and 37 percent who utilize other B2B marketplaces — one of several insights contained in recently-released preferred B2B buying channel survey data. MarketingCharts

Google Nearly Doubles Profit, Capitalizing On Omnichannel Advertising
Google parent firm Alphabet came close to doubling profit last quarter, representing its strongest quarterly rise in over a decade, with Google’s YouTube seeing advertising revenue figures that climbed by 43 percent to $7.2 billion, while overall ad business sales topping $53 billion, the search giant recently announced. MediaPost

Instagram Now Allows Anyone to Publicly Participate in Stories
Facebook’s Instagram platform has given all its users the ability to create public threads within its Stories-format content, through the use of a new “Add Yours” feature intended to help the platform increase engagement, Instagram recently announced. The change has given B2B marketers a new option for building brand engagement on the platform. PetaPixel

Survey Says: Links The Most Challenging Area Of SEO
Nearly 60 percent of search engine optimization (SEO) professionals have said that they view the process of link acquisition as more challenging than local, technical, or copy-writing SEO, according to recent survey data of interest to digital marketers. SEO Roundtable

Predictions 2022: This Is A Year To Be Bold [Forrester Report]
In 2022 just 10 percent of B2B buyers will pinpoint the correct metrics needed to gauge buyer value during the buying process, while 56 percent of U.S. consumers have said that by now firms should have found how to handle pandemic disruptions — two of numerous statistics of interest to online marketers contained in newly-released report data. Forrester

How user trust in social media platforms could affect engagement with ads [Report]
52 percent of U.S. social media users have said that platforms offering plentiful data privacy have an extreme impact when it comes to their decision to interact with ads and sponsored content, with 38 percent noting that platforms that offer safe environments for participating are also key when it comes to their ad engagement decisions, according to newly-released survey data. eMarketer

MRC Discloses ‘Gap’ Preventing Industry Standard Podcast Measurement
The Media Rating Council (MRC) has identified some of the issues that have thus far made it difficult to standardized the measurement of podcast advertising, and has announced a push towards a more unified podcast advertising measurement system, the organization recently announced. MediaPost

Amazon Advertising Unveils 8 New Tools and Features
Amazon has launched an array of new advertising utilities for digital marketers, including new types of interactive video and audio ads through its Amazon Advertising product, along with additional brand following options, Amazon recently announced. Adweek

Twitter Opens Up Super Follows to All Users on iOS
Twitter has rolled out expanded subscription options for users with over 10K followers, as its “super followers” feature — which allow brands and creators to offer subscription-only bonus content on the platform — has been made available to all iOS Twitter users, in a move that could bring new reach to brand influencers, the firm recently announced. Social Media Today

What B2B Executives Want From Thought Leadership Content
Over half of B2B corporate executives have spent more time consuming thought leadership content than during pre-pandemic times, however 71 percent of decision-makers have said that less than half of that thought leadership content delivers valuable insights — two of numerous statistics of interest to digital marketers contained in newly-released report data from Edelman and LinkedIn (client) . MarketingProfs

ON THE LIGHTER SIDE:

A lighthearted look at the “targeted advertising and the end of third-party cookies” by Marketoonist Tom Fishburne — Marketoonist

Family Spoils Grandma With 5-Minute Video Chat — The Onion

10 most-viewed Halloween ads — The Drum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Joshua Nite — What’s Trending: Raise the Bar for Content Marketing — LinkedIn (client)
• LinkedIn — 3 Big B2B Problems That Professional Identity Can Help Solve — AdExchanger

Have you found your own favorite B2B marketing news from the past week? Please drop us a line in the comments below.

Thanks for taking the time to join us for the week’s TopRank Marketing B2B marketing news, and we hope you’ll come back again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

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