B2B Marketing News: B2B MarTech Spending On The Rise, More Brands Turn To Personalized Content, Microsoft’s New Multimedia Ads, & The Power Of B2B Storytelling

Twitter's Fleets Format To Disappear, Just Weeks After Ads Test Commenced Twitter has abandoned its Fleets feature that automatically deleted messages in the format after 24 hours, noting that the format and its accompanying full-screen vertical ads, hadn't performed as well as initially envisioned, the firm recently announced. MediaPost Digital to power a 10.4% recovery in global ad spend Global digital advertising spend will ascend to $311 billion to hit 15.6 percent growth in 2021, according to newly-release forecast data from Dentsu, the firm recently announced. Social ad spending is expected to rise even more swiftly at 23 percent, with video ads predicted to rise by 17 percent, according to the forecast data. The Drum Facebook Launches New 'Creative Guidance Navigator' To Provide Marketing Stats and Tips Facebook has launched a new mini-site of interest to digital marketers, highlighting a variety of the social giant's ad campaign options, with best-practice examples of how many of the formats are being put to use by top brands, Facebook recently announced. Social Media Today Text Marketing On The Rise, 61.8% Of Consumers Have Opted In To Messages: Study 78 percent of consumers say they most often use their phones for texting, with 61.8 percent having chosen to receive texts from a business over the past year, while 59.5 percent said the top reason they've opted out of business texts was for receiving too many texts, according to newly-released survey data. MediaPost US Ad Spend Projected to Soar This Year A 23.3 percent increase in advertising spending is expected in the U.S. in 2021, with some 57 percent of the entirety of U.S. ad spending going to pure-play online channels, according to recently-released forecast data of interest to online marketers. MarketingCharts Gen Z and millennials seek diverse voices in audio 58 percent of millennials and some 48 percent of the Gen Z demographic say that they have actively looked for audio content from more diverse creators over the past year, with 40 percent of the two demographic groups saying that they have greater trust for podcasts than tradition sources of news, according to data from Spotify’s Culture Next report. Campaign US IBM CMO is taking ‘a completely new approach’ to B2B marketing Telling B2B technology marketing stories and creating relationships that add value are key in a fully new approach to B2B marketing, according to Carla Piñyero Sublett, senior vice president and chief marketing officer at IBM. Campaign Asia Microsoft Debuts Multimedia Ads For Search Microsoft has launched new responsive machine-learning Bing advertising options for its Microsoft Advertising program, which bring more multimedia ad format choices to digital marketers, the firm recently announced. MediaPost Augmented Reality Ads See Better Reception Than Other Digital Formats Some 75 percent of consumers say that they are more likely to notice ads that utilize augmented reality (AR) features, with 70 percent noting they'd like to view more AR ads in the future — two of several statistics of interest to digital marketers contained in recently-released survey data. Adweek 2 in 3 B2B Marketers to Up Their MarTech Spend 68 percent of B2B marketers say they plan to spend more on marketing technology in the coming year, with more than a quarter planning to significantly increase their martec budgets during the same timeframe, according to newly-release survey data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at the “marketing myopia and brand choice” by Marketoonist Tom Fishburne — Marketoonist AT&T Fiber Drafts Kevin Garnett to Poke Fun at Slow Web Connections — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lane R. Ellis — What’s Trending: Summer Standouts — LinkedIn (client)
• Lee Odden — 10 Online Marketing Tips to Gather and Convert More Leads — Small Business Trends
• TopRank Marketing — 4 SEO Factors to Consider Before Removing Outdated Website Content — Content Marketing Institute
• Lee Odden — GUEST COLUMN: What marketers will need to learn about voice and audio — Indian Television
• TopRank Marketing — Are there lessons to be learned from Love Islanders? Brand influencing confirms its worth in the B2B space — IBA International
• Lee Odden — The 12 Best Ecommerce Marketing Strategies You Should Try in 2021 — eCommerce Fastlane
• Lee Odden — Your Website – Another Business Asset — WrightIMC

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