B2B Marketing News: Top B2B Marketing & Sales Consolidation Obstacles, Twitter’s Branded Likes, Video Spending Soars, & Google’s New Page Experience Features

Meta and Google’s hold on digital advertising loosens as TikTok and others gain share
Google and its YouTube business combined with Meta and its Facebook and Instagram platforms combined to account for 53.4 percent of all U.S. digital advertising spending, a figure that is expected to fall to 50.5 percent in 2022 and predicted to drop to 47.7 percent by 2024, according to newly-released forecast data. The data also showed that between 2020 and 2023 nine additional platforms will have become $1 billion advertising businesses. eMarketer

The Brand Lessons That Are Having An Impact This Year In B2B
B2B brands are seeing success using some of the techniques and styles typically reserved for B2C marketing efforts such as multichannel customer communication and an increased focus on environment, social and governance (ESG), and Forbes explores some of these shifts. Forbes

New Updates To Google Page Experience Scoring Revealed At SEODay
Search giant Google has rolled out its Interactivity to Next Page (INP) metric and several other changes to its page experience factors, which it uses in determining how well web pages deliver when it comes to both the desktop and mobile user experiences — among several changes contained in its latest update, Google recently announced. Search Engine Journal

Twitter Making ‘Branded Likes’ Available to All Advertisers in the App
B2B marketers will soon be able to purchase custom animations that appear when a user likes their content on Twitter, an addition included with Twitter’s latest brand-oriented advertising feature that could allow marketers to better tie in Twitter initiatives with cross-platform campaign efforts. Social Media Today

Online Video’s Now the Fastest-Growing Ad Medium Globally
For the first time in the past decade, video has overtaken social media as the fastest-growing medium, with online video ad spending forecast to expand by 15.4 percent compared to 15.1 percent for social, according to recently-released 2021 through 2024 prediction data. MarketingCharts

[bctt tweet=”“We’ve seen an explosion in video, and it’s a paradigm shift we’re embracing.” — Adam Mosseri @mosseri head of @Instagram ” username=”toprank”]

Native Video Ads Beat Social On Brand Favorability: Study
When is comes to brand favorability, video viewed natively on a brand’s website performed better than when viewed on social or video-specific platforms, while the top brand awareness was achieved by a mixture of native and social video — two of several findings of interest to B2B marketers contained in newly-released multichannel brand impact study data. MediaPost

The case for turning off your Zoom camera [BBC]
The online meeting experience can become more efficient and lead to greater worker well-being when video cameras are turned off, according to report data that also traces a general tendency among company leaders to want cameras on back to the pre-pandemic state of so-called presenteeism, and the BBC takes a look at the alternate indicators of online meeting engagement. BBC

New Study Shows Twitter is the Most Used Social Media Platform Among Journalists
69 percent of U.S. journalists have said that they use Twitter as their top or secondary social media platform for work, with 52 percent preferring Facebook, 19 percent Instagram, and 17 percent LinkedIn — one of several statistics of interest to digital marketers contained in new Pew Research study data looking at the most-used social platforms by journalists. Social Media Today

Pinterest CEO steps down, Google executive to take over in e-commerce push
Pinterest has made a leadership change that will see long-time CEO Ben Silbermann step aside, as Bill Ready, former Google president of commerce, payments and next billion users takes over the Pinterest helm, the social media platform recently announced. Reuters

Here Are B2B Marketing and Sales Teams’ Top Complaints About Each Other
43 percent of B2B sales professionals have said that focusing on the wrong leads was their top complaint with marketing teams, followed by 32 percent who said poorly-performing tools, and 29 percent who pinpointed the inability to educate leads — one of several findings of interest to digital marketers contained in newly-released research data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “Talk to the QR Code” by Marketoonist Tom Fishburne — Marketoonist

The people using humour to troll their spam texts — MIT Technology Review

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — 10 Creative Content Ideas You’ll Want to Try Today [Event] — MarketingProfs
• Lane R. Ellis — Getting started with ABM, supporting sales, and programmatic ads — Cronycle
• Lee Odden — 50 Content Marketing Quotes to Get You Fired Up — EngageBay

Have you located your own most important B2B marketing news this week? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to be with us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another selection of the 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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