B2B Marketing News: Trust in 2021, Top Content Marketing Goals, Twitter Alternative, Cookieless Targeting
By Lee Odden
2021 Edelman Trust Barometer: Plague of mistrust follows COVID-19
After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Edelman
What Are B2B Marketing Leaders Measuring: Five Key Takeaways from Forrester’s SiriusDecisions 2020 Metrics Study
Forrester’s study asked worldwide B2B leaders which metrics appear on their company’s top-level dashboards. Key insights include: Leadership attention is precious, High-growth companies focus more on the customer lifecycle and others. Forbes
New Study from SEMRush Shares Top Goals for Content Marketers in 2021
79% more quality leads, 74% more website traffic, 57% improve brand reputation, 47% improve customer engagement and loyalty. eMarketer
Twitter Is Helping To Build An Alternative To Twitter, Says CEO Jack Dorsey
The move by Twitter on @bluesky is one of several in the works by blockchain developers in the wake of the takedowns by social media services and providers like Amazon. The surprise is that Twitter would contribute to a concept that may lead to its own demise. Deadline
88% of marketers say collecting first-party data is a 2021 priority, Merckle study says
Forty-one percent of marketers say digital media activation will be the area most impacted due to the rise of privacy-related data restrictions, per Merkle’s 2021 Customer Engagement Report that was emailed to Marketing Dive. In addition, web analytics (39%), digital media measurement (35%) and direct marketing activation (35%), among other areas, are expected to be impacted. MarketingDive
Buyer Survey: Global Digital Spend To Rise 18% In 2021
Global digital advertising growth is expected to accelerate to about 18% year-over-year during 2021, up from about 10% growth in 2020 — and continue to show annual growth in the low double digits over the next five years, according to Cowen’s 9th Annual Ad Outlook report. MediaPost
LinkedIn Launches ‘LinkedIn Marketing Labs’ to Provide Education on the Platform’s Ad Tools
LinkedIn has launched a new education platform to help marketers learn more about effective use of LinkedIn ads, and the tactics that they can employ to generate better results. Social Media Today
Comscore To Intro Cookie-Less Targeting Solution
Comscore announced that it will launch a cookie-free audience targeting solution sometime during the first quarter, called Predictive Audiences. MediaPost
The Big Trends That Will Influence Creativity in 2021, According to Adobe Stock
The creative trends slated to dominate 2021 include compassionate, psychedelic, gradient and electronic audio content, according to Adobe Stock, the software company’s stock image platform. The 2021 Visual & Creative Trends Report is an annual forecast compiled by Adobe Stock’s creative team informed by consumer behavior from the previous year. AdWeek
Father of the Web Tim Berners-Lee prepares ‘do-over’.
Sir Tim Berners-Lee, the British computer scientist who was knighted …read more
Source:: Top Rank Blog
