Issue 132: We’re living in a B2P world now 🌎

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by Melina Panitsidis on September 30, 2020 - 3 minute read

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Battle of the ad channels.

The state of content marketing revenues, rethinking your B2B marketing strategy structure for the buyer journey, advertising channel preferences for consumers and marketers, Facebook removes a legacy advertising rule, the increase of global online content consumption, why you should include digital events in your marketing, why B2P is the new B2B and B2C, P&G is reimagining the media supply chain, and stats to make your case for co-marketing.

Content Marketing Revenues To Decline Nearly 7% In The U.S. In 2020

While the second half of the year is showing a promising recovery in content marketing revenue, overall revenues are expected to dip 6.8% overall, according to PQ Media. Compare that with content marketing’s 14.4% growth in 2019 and it’s a pretty significant difference. Although, other areas of marketing (like advertising) took even bigger hits this year.

Stop Forcing your B2B Marketing Org Structure on your Buyer’s Journey

The structure of your marketing might be the thing that’s getting in the way of your buyer's journey. The B2B buyer journey has changed significantly over the years so it’s clear that B2B marketers must adapt if they want to succeed. And it starts with breaking down marketing silos.

Customers Like Ads On TikTok, But Marketers Prefer YouTube

Kantar surveyed marketers and consumers for its first ever Global Ad Equity study that explores attitudes towards different channels. The global ad equity rank is based off of 11 variables and measures consumers’ preferences of different channels in different environments. To no one’s surprise, consumers favored advertising on TikTok. However, the study found that marketers preferred channels like Youtube, suggesting there is a disconnect with their consumers.

Facebook Removes the 20% Text Limit on Ad Images

Your Facebook ads will no longer be disapproved for having too much text. The tech giant has made the decision to remove the long-standing rule that limits ad images to contain only 20% text. Facebook still suggests marketers keep image text under 20%, but they’re now free to make the call for themselves.

Global Online Content Consumption Doubled In 2020

This might be too obvious but people are spending a lot of time online. In fact, global content consumption online is 2x what it was before the pandemic. Before, the average online content consumption was around 3 hours. Now, people are averaging 7 hours a day. This includes content across channels such as social media, TV, news websites, game apps, and more.

Why Digital Events Should Be Part of your Marketing Mix

Industry challenges bring new ideas and innovation. Since the pandemic, marketers have started to take their in-person events online— and it looks like that trend is here to stay. This article shares why adding digital events to your marketing mix could be a smart move for your business and overall strategy.

Forget B2B and B2C: It's a B2P World Now

Move over B2B and B2C, B2P is taking over. The B2P (business-to-people) approach helps marketers recognize that we’re not marketing to organizations. We’re marketing to individuals who make decisions for their organizations. Here’s how to navigate a B2P approach to your marketing.

P&G is Taking Control in the Media Supply Chain

Marc Pritchard, Chief Brand Officer of Procter & Gamble, is over the TV upfronts. In his speech at the Association of National Advertisers' Media & Measurement virtual conference, he presented a clear vision for a more efficient media ecosystem that also discussed how the new supply chain must include gender, racial, and ethnic equality.

20 Stats That Make the Case for Co-Marketing in 2020

If you’ve ever considered a co-marketing campaign, here are 20 stats from HubSpot that prove its effectiveness. The article also includes success stories from companies like Adidas, Buffer, and National Geographic.