蘑菇AV

Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark.

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.

53% of B2C CMOs and 41% B2B CMOs worldwide said poor corporate financial performance would likely impact marketing planning and spending, per Q1 2024 data from CMO Council and Zeta Global.

The No. 1 factor that impacts marketing and planning spending is the economic climate for B2B marketers and corporate financial performance for B2C marketers.

鈥淥ther鈥� includes political ad spending and numerous B2B categories, along with a host of smaller B2C categories, such as real estate. This category鈥檚 digital share of ad spending fluctuates wildly between even, federal election years, and odd, off-cycle years due to political ad spending. Political ads overwhelmingly go to traditional channels.

While the non-intrusive format is an attractive play, a clear downside is the creative brevity, said Michael Katrenak, media director at B2B agency Transmission. Pause ads can support brand recall and frequency, but more involved storytelling is crucial in building memorable brands, he said. 鈥淚 don鈥檛 think it鈥檚 the time to tell a story,鈥� said Katrenak.

Cryptocurrency volatility has tempered expectations for crypto payments. But it hasn鈥檛 erased them: Retail, remittance, and cross-border B2B payments remain in growth mode.

B2B and B2C marketers agree on the top three factors. The No. 1 factor that impacts marketing and planning spending is the economic climate for B2B marketers and corporate financial performance for B2C marketers, according to a Q1 2024 survey from the CMO Council. These influences on success are not within the control of a CMO. Consumers tend to focus on the short term.

Respondents identified their company's business focus as B2B product (30.1%), B2B services (28.2%), B2C product (29.7%), or B2C services (12.0%) with sales revenues of less than $25 million (18.7%) or more than $26 million (81.3%) with number of employees of fewer than 100 (19.6%) or more than 100 (80.4%) from various industries.

On the advertising front, Instacart鈥檚 Carrot Ads is growing its B2B reach by partnering with food service ecommerce platform Cut+Dry. What it means: The new partnerships signal Instacart鈥檚 priorities in 2025 as it contends with slower growth.

LinkedIn flexes B2B advertising鈥檚 strength. After hitting 1 billion global users thanks to strong growth abroad, LinkedIn looks to video to increase engagement and ad revenues. Sports drove streaming and CTV to a record quarter. The Olympics drove heavy ad spending and viewership for streaming services, which continue to make inroads with users. YouTube gives streamers a run for their money.

Respondents were from companies with fewer than 50 employees (48%), 50 to 500 employees (29%), or more than 500 employees (23%) in a job role of owner/partner/C-level (55%), vice president/director/manager (28%), or nonmanagement professional (17%) at companies with a business focus of B2B (22%), B2C (51%), or both (27%).

For searches in categories where subject area expertise is valued鈥攕uch as healthcare, education, and B2B technology鈥擥oogle has added AIO to most result pages. In May, only healthcare-related search had AIO in the majority of results. Even when an AIO result includes a link, a May report by the Growth Memo found that it produced 8.9% fewer clicks.