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Brand marketing matters, even for B2B companies. Focusing only on performance marketing works only in the short term, said Angelique Temple, CMO of WeTransfer. B2B buyers are real people, so maintaining a social presence the same way a D2C company might is vital.

And what we're seeing and what Kelsey are B2B analysts has written about extensively is that the B2B buyer is getting younger. So we're not going to see quirky fun videos with TikTok like stars, but I do think there's a place for educational content from thought leaders, employees, product advocates, and even c-level executives that I think will move the needle among B2B buyers.

Marcus Johnson (00:00):. eMarketer is your trusted partner, if you would like, for actionable data and insights on marketing, advertising, commerce, and more, if that's possible, but did you know eMarketer also has a division focused on B2B media solutions? "What?" I hear you say. It's true. You can partner with eMarketer today or tomorrow.

The grocery question: While Amazon鈥檚 earnings release highlighted the company鈥檚 achievements in ecommerce, AWS, advertising, generative AI, and even its B2B business, it stayed mum on grocery鈥攁n indication that the company is struggling to figure out a path forward in that highly competitive sector.

JPMorgan also launched Commerce Solutions, a suite of payments infrastructure and applications, including cloud-based payments tech, aimed at helping merchants accept consumer and B2B payments. Biometric benefits:. Biometric payments could save time for merchants while boosting sales and user loyalty. For consumers, JPMorgan claims the payments will be quick, phone-free, secure, and simple.

Cash is no longer king in Brazil after being dethroned by the central bank鈥檚 instant payments system, Pix. This report explores who鈥檚 using Pix (nearly two-thirds of the population), what鈥檚 fueling its immense popularity, and how it will reshape Brazil鈥檚 payments landscape this year and beyond.

More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

But did you know eMarketer also has a division focused on B2B media solutions? "What," I hear you say. It's true. You can partner with eMarketer today or tomorrow, we'll still be here, and connect your brand messaging with our powerful audiences. You can head to emarketer.com/advertise to learn too much more. Moitree Rahman (00:35):. It's not just one, not just website or desktop or mobile.

B2B and personal finance ads in the Super Bowl leverage whimsical, creative ads for tools that aren鈥檛 associated with entertainment. This is an extension of an overarching trend of B2B brands recognizing that their buyers are business people, but they鈥檙e also consumers. That means their ads should be consumer-oriented. 5. That weird celebrity stunt is probably a Super Bowl ad.

A 2023 study found only 5% of B2B marketers were using genAI to produce videos, a stark contrast to the 51% who used it for brainstorming and the 45% for researching headlines. However, a Capgemini report from October suggests a shift in perspective, with CMOs and executives worldwide predicting image and video generation will rise to a mainstream generative AI application in the next few years.

For example, CMOs at B2C companies stay an average of four years, while CMOs at Fortune 500 B2B companies stay four and a half years. The CMO role is evolving amid the rise of AI, and sometimes, even being phased out altogether. In March, Starbucks got rid of its global CMO position, following other companies such as Johnson & Johnson and Uber. Use this chart:. Illustrate the changing role of the CMO.

How Can B2B Marketers Take Advantage of AI in Email Marketing? (蘑菇AV subscription required). Answering 4 questions marketers have about personalization and generative AI. Methodology: Data is from the February 2024 ActiveCampaign and Ascend2 report titled "Coupons, Discounts & BOGOs, Oh My!" 1,044 US adults ages 18+ were surveyed online during October 2023.

More Chart of the Day:. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. Note: Respondents were asked, "Which generative AI platforms are local marketers experimenting with most?".

Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers. More Chart of the Day:. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads.

More Chart of the Day:. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags.

More Chart of the Day:. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save.

鈥淚 personally don鈥檛 believe in my 2024 plan I鈥檓 going to have a bunch of prompt engineers on my team,鈥� Lynn Tornabene, CMO of Anteriad, said during our 鈥淯nderstanding the New Buyer Journey: Insights Into B2B Marketing鈥檚 Omnichannel Transformation鈥� Tech-Talk Webinar. 鈥淚鈥檓 excited about the creativity that this drives.鈥�. 2. Data (75%).

鈥淓xternal factors, such as the quality of backlinks, online reviews, and social media mentions, can influence a search algorithm鈥檚 view on the trustworthiness of a website,鈥� our analyst Kelsey Voss wrote in our B2B SEO and the Impact of AI on Organic Search report. Managing reviews.

More Chart of the Day:. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

Text-based app struggles could be LinkedIn鈥檚 gain as B2B audience gets younger. TikTok鈥檚 Search Ads Toggle could lower CPA while increasing conversions. Video dominates social time鈥攂ut it鈥檚 reaching a saturation point. The top reasons Gen Z downloaded Threads.

The company also announced initiatives including Instacart Business, its B2B marketplace offering, and Instacart Health, which aims to address food insecurity and expand access to healthy options. Later this year, Instacart plans to roll out a chatbot powered by ChatGPT to answer food-related questions and help shoppers find products, per The Wall Street Journal.

Both of these shifts have forced marketers (both B2C and B2B) to find ways to game technology to stay attractive, even when some element of consumer choice is taken away. AI agents will require a shift in thinking for marketers, said Stephanie Gilbert, senior vice president of marketing and communications at Digitas. 鈥淚f you're a brand, where is your role? Are you now marketing to the agents?鈥�.