B2B Marketing News: How Customer Data Helps Marketing Decisions, Top Areas of Media Investment, Video Caption Use Increases, Twitter Updates Spaces, & Digital Ad Spend Rises

IAB: First-party Data, Partnerships, Measurement Key Investment Areas In 2022
In 2022 marketing budgets will increasingly shift to digital, with the bulk of spending shifting to video, social media, digital display ads, and paid search, according to newly-released survey data from the Internet Advertising Bureau (IAB). Partnerships with content publishers having first-party data is also expected to be a top marketing investment area in 2022, the survey showed. MediaPost

Google, Facebook, and Amazon to account for 64% of US digital ad spending this year
Digital advertising spending in the U.S. will grow by $20 billion in 2020, to over $211 billion, and is expected to top $300 billion by 2025 — with the majority of ad revenue being made up by Google, Facebook, and Amazon, according to recently-released ad spending forecast data of interest to digital marketers. eMarketer

Dun & Bradstreet Acquires Two Ad-Tech Data Firms, Eyes Personalized B2B Targeting
Dun & Bradstreet has entered into agreements to acquire advertising technology firms NetWise and Eyeota, in a move that would bolster its marketing offerings, especially when it comes to the type of merged professional and consumer data that could lead to more precise ad targeting, Dun & Bradstreet recently announced. MediaPost

Facebook’s work app Workplace to integrate with Microsoft Teams
Facebook has made integration changes that will allow users of its Workplace social app to collaborate and share data with Microsoft’s workplace collaboration offering Teams — including the eventual ability to live-stream video to Workplace from Teams, Facebook recently announced. Reuters

Which Assets Have Produced the Best Results for B2B Content Marketers?
The B2B content assets producing the best results over the past year have included virtual events, research reports, blog posts under 3,000 words, eBooks and whitepapers, along with case studies, all ranking above videos in recently-released survey data of interest to online marketers. MarketingCharts

6 in 10 Marketers Say They Use Customer Data the Majority of the Time When Making Decisions
Some 24 percent of marketers have said that when it comes to making decisions, they always use customer data, with 36 percent using it most of the time, 28 percent sometimes, and eight percent who noted that they used customer data very little, according to newly-released survey data. MarketingCharts

How Sharing Our Stories Builds Inclusion
Exploring personal diversity stories can be key in forming better inclusion programs, according to the Harvard Business Review and its recent look into building a more human-centric approach to inclusion and diversity. Harvard Business Review

Twitter Adds New Option to Let Non-Twitter Users Tune into Spaces
With Twitter’s latest change, listening to Twitter Spaces audio broadcasts will no longer be limited to those having a Twitter account, the firm recently announced, in a move that will likely lead to new opportunities for expanding audiences among digital marketers who utilize Twitter Spaces. Social Media Today

Why Captioning Is Becoming An Integral Part Of Video Ad Buys
Across age demographics between 16 and those 55 and over, viewers watching video content on their phones do so with the volume muted, with newly-released research revealing how digital marketers benefit from captioning when it comes to combating a trend towards increased video muting. MediaPost

7 Things Content Marketers Told Us About Video [New Research]
Some 48 percent of marketers say that they are not using their organization’s existing video content to its fullest potential, despite 88 percent of content marketers who use video reporting that their organization achieves either excellent results from video or results that met expectations — two of numerous findings of interest to digital marketers contained in newly-released survey data. Content Marketing Institute

ON THE LIGHTER SIDE:

A lighthearted look at the “Chasing Gen Z” by Marketoonist Tom Fishburne — Marketoonist

Bounty CEO Rebrands Business As Metaverse Of Napkins — The Onion

Atari Unveils New Logo, Games, And More For 50th Anniversary — Forbes

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• LEX Markets — A Harlem office building heads to an IPO — Crain’s New York
• Lee Odden / TopRank Marketing — Top 50 SEO & Marketing Blogs & Influencers for 2022 — SEO.co
• Lee Odden — Membership Update Fall 2021 [Digital Marketing Institute] — Digital Marketing Institute

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

Thank you for joining us for the week’s TopRank Marketing B2B marketing news, and we hope that you will return 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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