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Showing posts from February 15, 2020
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B2B buyers consume an average of 13 content pieces before deciding on a vendor

The average B2B buyer’s journey involves consumption of 13 pieces of content. That’s the principal finding of a new survey from market research firm FocusVision. The company polled marketing executives at companies with at least 500 employees and $50 million in annual revenue who had purchased a martech solution in the past year.A mix of 1st and 3rd party content. The 13 content pieces breaks down into an average of eight vendor-created pieces and five from third parties. This content ranges from video to blog posts, white papers and customer testimonials to software reviews and analyst reports.According to the report, the B2B buying process takes on average two to six weeks and involves 3 – 4 internal decision makers. The top source of content was the vendor’s website, followed by search and social media. Asked “how did you find content,” these survey respondents said:Directly through vendor website — 70%Internet search — 67%Social media  — 53%Sent to me via email — 41%Word of mouth …

Social shorts: Instagram tests new Stories trimming tool, WhatsApp hits 2B users, Pinterest to verify merchants

This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter.Click here to subscribeand get more news like this delivered to your inbox every morning.YouTube tests a donate feature for creators, WhatsApp hits a milestoneYouTube mirrors Twitch with new donate feature.YouTube is testing a clap feature that lets fans donate to creators, the Verge reported. Officially referred to as “viewer applause,” the feature allows people to purchase a clapping animation that appears over the video they’re choosing to support. The animation is only shown privately to the buyer. While Twitch doesn’t have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch’s streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue).  WhatsApp hits 2B users, emphasizes privacy focus. The Facebook-owned messaging app announce…

Marketers struggle to stay ahead of technology advancements

When asked how difficult it will be over the coming year to stay ahead of new technological advancements, remain competent across multiple programs and avoid long-term experience debt, 88% of the CMO consultants surveyed by executive service firm Chief Outsiders said it would be difficult — with 10% claiming it will be “very” difficult.The survey polled more than 50 of the C-level marketing consultants who serve in fractional and part-time CMO roles.Technical difficulties. Following resource constraints and organizational inertia, the group ranked “technical acumen” as the third biggest challenge in terms of deploying digital marketing strategies.What’s to come for predictive analytics. The CMO consultants do believe that predictive analytics powered by AI will have a broad effect on marketing campaigns, especially in the following three areas:Predictive modeling of customer behavior.Qualification and prioritization of leads.Customer targeting and segmentation.More responsibility for …

500+ Malvertising Google Chrome Extensions Disabled, Removed from Web Store

Harmful malvertising Google Chrome Extensions were active over at least 8-months. The extensions redirected millions of users to malicious sites, including to affiliate links or to a GDPR announcement site in an apparent attempt to misdirect investigations and appear legitimate.Malicious ads. Security researcher Jamila Kaya and Cisco’s Duo Security team identified the group of extensions. When a user installs any one of the 500+ extensions, a network of downstream malware sites will act in concert for a command and control scenario to redirect in such a way as to masquerade as ordinary, but intrusive, looking ads.“The user’s host regularly checks in at an asynchronous interval to the other domains to receive new instructions, locations to upload data, and new domain and feed lists for advertisements and future redirects.”Jamila Kaya and Jacob Rickerd (Duo.com)Google response. The researchers alerted Google of the problem, and together, they reached a high confidence level that all rog…