Elevate B2B Marketing News: Google’s New Bard AI, Microsoft Adds AI To Bing, Business Trust Study, & LinkedIn Content Preferences Research

The evolution of B2B marketing in 5 charts
55 percent of B2B marketing executives have said that the length of purchasing cycles has increased, while 35 percent of B2B marketers consider the top technology investment obstacle to be organizational data that isn’t normalized across systems — two of several findings of interest to digital marketers contained in newly-released survey data. Insider Intelligence

Google shows off more of what its ChatGPT competitor Bard can do
With the launch of its Bard artificial intelligence (AI) generative chatbot service, Google has signaled a search future in which it looks to temper the benefits of AI with an understanding of those areas where the technology may pose challenges, and the search giant shared examples of what its new Bard ChatGPT challenger is able to do, Google recently announced. CNBC

Microsoft’s ChatGPT-powered Bing is open for everyone to try starting today
Microsoft’s new AI-infused Bing search engine — based on a new Prometheus large-language model that improves upon ChatGPT — has rolled out in a limited preview for desktop users, with mobile support expected soon. New Bing features included the ability to fully interact by voice, while a corresponding new Edge browser included a chatbot sidebar, Microsoft recently announced. The Verge

Google, Meta and large media agencies Havas, Horizon are increasingly focused on, and investing in, AI-powered advertising
By 2027 some 90 percent of digital advertising campaigns are expected to be influenced by AI, as Facebook and Instagram parent Meta, Google, and other technology firms have increased their AI-infused advertising efforts, and DigiDay takes a look at the accompanying industry shifts. DigiDay

[bctt tweet=”““More advertisers are starting to say to us, ’Now we get what you’ve been saying about how AI is going to play a really crucial role in the future of content creation and also consumption for users, creators and businesses.” — @nicolamen” username=”toprank”]

What Types of Content Appeal to Technical Audiences on LinkedIn? [Survey]
77 percent of engineers have said that research data is of particular interest on the LinkedIn platform, followed by 73 percent who pinpointed product and service information, with industry news also representing a top content type in the sector, according to recently-published social media survey data of interest to B2B marketers. MarketingCharts

Google Search’s guidance about AI-generated content
Google has published new best-practices guidelines that more thoroughly address the increasing use of online content either fully or partially created using generative AI, laying out new guidance on how the search giant goes about highlighting top content no matter how it has been created, Google recently announced. Google

Twitter Tests New Quick Boost Option for Tweets
Twitter has begun rolling out a new more streamlined take on the social platform’s previous quick promotion option for creating paid tweet promotions, Twitter recently announced, in a move that could make it simpler for B2B marketers to boost content on the platform. Social Media Today

A Tale of Two YouTubes: Ads Down, Subs Showing ‘Momentum’ as Alphabet Revenue Stalls
In 2022 Google parent firm Alphabet recorded a year-over-year rise in revenue of some 10 percent, to $287 billion, up from $257 billion in 2021, with Google advertising revenue for the fourth quarter of 2022 totaling over $76 billion, while YouTube advertising revenue dropped from $8.6 billion in 2021 to $7.96 billion in 2022, Alphabet recently announced. The Wrap

Using AI to analyze ads for bias—inside the new platform from Larry Adams
AI has been tagged to help topple the sometimes walled garden of diversity, multiculturalism, and inclusion, as platform X_Stereotype has sought funding to expand its efforts, and AdAge recently took a look. AdAge

Trust Still Relies on Reliability and Transparency
A leading 36 percent of consumers have said that businesses that are reliable and keep promises drive trust, with 35 percent having pinpointed firms that are open and transparent, while 31 percent considered responsible behavior as a top factor in building trust — three of numerous findings of interest to B2B marketers contained in newly-published global trust survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “Marketing to the CFO” by Marketoonist Tom Fishburne — Marketoonist

Graphic Designer Saves New File as “Bane Flyer FINAL FINAL.PSD” — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — This Week in Marketing: Grace Under Pressure — LinkedIn (client)
• Lane R. Ellis — Microwave Creativity … Can ChatGPT rival or replace human writers? Is Generative Art truly original? — Gilbreath
• TopRank Marketing — 40+ Top Influencer Marketing Agencies in 2023 — Shane Barker

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Cara Hogan @CaraHogan27
Dave Gerhardt @davegerhardt
Mary Ellen Slayter @MESlayter
Juntae DeLane @JuntaeDeLane
Jay Baer @jaybaer

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Thanks for joining us for the Elevate B2B Marketing News, and we hope you’ll return next Friday for another selection of the most up-to-date and 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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