Digital Marketing News: Google Gets Adaptive Banners, LinkedIn Engagement Climbs, Mixed Mobile Reality Grows, & Forrester’s New B2B Predictions

30% of B2B marketers own up to delivering a ‘poor’ digital experience
Legacy system and lack of funding have led 30 percent of B2B marketers to delivering poor digital customer experiences, according to newly-released survey data, with 54 percent also noting that disjointed technology has held back their efforts. The Drum

Global B2B Firms Say It’s Tough Producing Content
71 percent of B2B marketers said they face more competition than five years ago, and 51 percent of B2B decision makers also said that poor product information and content has been their leading challenge — two of several findings in recently-released study data of interest to digital marketers. MediaPost

Responsive ads come to Facebook with Multiple Text Optimization
Facebook has rolled out new types of responsive ads in its new Multiple Text Optimization feature, allowing advertisers to test a variety of ad type and audience combinations using the new multivariate features, which are primarily served up dynamically incorporating the social giant’s machine learning. Marketing Land

LinkedIn Engagement Continues to Rise, as Per Microsoft’s Latest Performance Report
LinkedIn (client) saw a 22 percent increase in user sessions and revenue growth of 25 percent in the latest financial year 2020 first quarter report from parent company Microsoft, adding to the professional social platform’s 645 million members worldwide. Social Media Today

Mixed Mobile Reality Delivers Big Profits To Social Platforms
Mixed mobile reality — combining superimposed interactive images and video with mobile apps — has quickly grown into a sizable and profitable emerging market, now forecast to top $43 billion by 2024 according to newly-released predictions from Juniper Research. MediaPost

Google Launches ‘Adaptive Anchor Banner’ Ads to Better Cater to Varying Screens
Google has rolled out Adaptive Anchor banner advertisements, which take into account and adapt to various aspect ratios, device types and performance levels, the search giant recently announced. Social Media Today

New Study Seeks to Determine When Consumers are Most Open to CTAs and Ads in Content
There is an eight percent drop in cognitive load when a reader reaches the end of an article, which correlates with a greater likelihood to engage with a call-to-action (CTA), according to new study data looking at when consumers are most likely to engage. Attention spans have continued to drop, while continuous scroll feeds produce greater attentiveness and emotional response, according to the Nielsen/Taboola study. Social Media Today

Some 39 percent of e-commerce advertiser search budgets went to shopping campaigns while 37 percent of social budgets went to product ads during the third quarter of 2019, two of several findings of interest to digital marketers in newly-released report data from Kenshoo. Marketing Land

Forrester Releases Five Surprising Predictions For B2B Marketers In 2020
Market research company Forrester sees a B2B shift towards audience-based structures and a greater number of seller transactions closing digitally, two of the new B2B marketing predictions the firm has recently released. Forbes

Mobile ads accounted for 88 per cent of social spending in Q3 2019: report
A full 88 percent of social media spending went to mobile ads during the third quarter of 2019, and overall social spending increased by 32 percent year-over-year with social impressions up 36 percent, according to newly-released quarterly trend report data. Mobile Marketing Magazine

ON THE LIGHTER SIDE:

A lighthearted look at always be testing by Marketoonist Tom Fishburne — Marketoonist

Kind’s first TikTok Hashtag Challenge clocks nearly 20 million views in 24 hours — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

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