蘑菇AV

LinkedIn鈥檚 not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. 鈥淟inkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,鈥� said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

TikTok鈥檚 retail ambitions will go head-to-head with Amazon鈥檚 ecommerce dominance, while LinkedIn鈥檚 ad appeal grows with tech-powered enhancements. Here鈥檚 how our analysts predict the changing social landscape will impact advertisers in 2024.

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%).

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

When you stop looking at the business as having separate products, with siloed B2B and B2C customers, and instead as one whole entity, 鈥渋t really helps to streamline the processes and minimize work,鈥� Jane Musatova, Wix鈥檚 senior marketing automation manager, said on a recent Tech-Talk Webinar.

In the CMI and MarketingProfs study, 31% of B2B marketers worldwide said that wasn鈥檛 happening. This could result in missed revenue targets. Measurement and attribution are critical for success. Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale.

Data center industry growth is on the horizon as AI adoption rises, with cloud giants like AWS leading the shift from the 鈥淐loud Era鈥� to the 鈥淎I Era.鈥�

On today's episode, we discuss the Cannes Lions International Festival of Creativity 2023鈥攖he best conversations from the event, the value of being there, what we heard from marketers, and what we didn't. Tune in to the discussion with our analyst Jasmine Enberg and vice presidents Marissa Coslov and Ina Gottinger.

B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

Nearly half (49%) of CMOs in an August 2024 B2B International survey said they are trying to monetize touchpoints through channels like retail media to drive growth. Similarly, 37% of marketing professionals said in a recent TechValidate survey that they expect retail media spending at their organizations to increase this year.