5 Ways How AI Is Changing B2B Marketing

FRANK HAMILTON | March 30, 2020

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You may not agree with the fact that B2B marketing and Artificial Intelligence (AI) are a match made in heaven. The truth is, Artificial Intelligence as it is today is changing a lot of things in our lives, and B2B marketing is no exception. Artificial intelligence is all about equipping machines or computers with certain algorithms and cognitive ability that enables them to perform tasks that are usually executed  with human intelligence. Today, we see manifestations of AI technology already impacting our day to day lives. So many home appliances and children’s toys we see today are already leveraging AI technology. Thus, it doesn’t come as a surprise that AI is poised to change B2B marketing forever.
AI is already being used by B2B marketers to find solutions to the marketing challenges they face daily. Over 80% of B2B marketing executives already agree to the fact that AI will completely transform B2B marketing 5 years from now.
Moreover, a recent survey undertaken by a group of marketers recognized AI as the most likely technology to be utilized by marketing professionals in 2020.

Spotlight

The Richards Group

The Richards Group is the largest independent branding agency in the nation, with a staff of over 700 and annual billings above $1 billion. Creative is our passion, but we do have another love – independence. With zero absentee owners or outside investors, we’re free to focus solely on our work. Which is good, because there’s a lot of work to focus on: advertising, digital, relationship marketing, retail, brand, business-to-business, Hispanic marketing, sports marketing…there isn’t a form of branding at which The Richards Group doesn’t excel.

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Insightful Native Advertising Statistics of 2021

Article | July 29, 2021

The term “native advertising” was first mentioned a decade ago and has gained huge popularity because of its usefulness. Marketers have adapted native advertising to accomplish their business objectives. The native advertising sector is predicted to grow to US$400 billion by 2025 as it is increasingly becoming popular ranging from being found on your favorite publisher sites to your favorite social channels. Digital advertising is a vital marketing tool for approaching and engaging target audiences. But as people become more sophisticated in discovering and interacting with content, native advertising provides businesses with an innovative and new way to get their message out. What Is Native Advertising? Native advertising, also known as sponsored content, is a type of advertising that creates ads that are cohesive with the page content, blended into the design, and are consistent with the platform behavior that the viewer feels the ad belongs there. Native advertising is less intrusive than traditional ads. It assists in producing a high click-through rate (CTR) and boosts conversions. It delivers an exceptional opportunity for innovative exposure, which users enjoy without any intricacies. Native adsenhance your marketing strategy and gain consumer trust rapidly. Kinds of Native Advertisements Businesses have turned to native advertising to promote their brands because of their efficacy and attractiveness. It is divided into various distinct categories. Here are some common types. Promoted Lists In-Ad with Native Element Units Custom Ads Content Recommendation Engine Widgets Paid Search Ads Native Advertising Statistics These native advertising statistics, with their significant benefits, will help you understand how to execute native advertising appropriately. It has been proven to be an impactful strategy adapted by renowned brands. So, let’s take a look at the best native advertising statistics. Native Advertising with Its Unstoppable Growth Retargeting and effective targeting is the vital components of the native advertising growth rate. Retargeting is getting more recognition, as people will return when interested in the product or service provided by the brand. It gets 76% more clicks when compared to regular display ads. A survey conducted by Time Inc. found that GenX, GenZ, and millennials, trust branded content more than traditional ads. GenZ is more receptive to custom content as compared to traditional ads. 90% of the young audience of the internet are from GenZ, Millennials, and GenX. Native Advertising Revenue Approximately 90% of publishers saw native ad revenue increase in Q1. According to an e-market report, US advertisers spent US$43.90 billion for native display ads in 2019, with a 24.6% growth every year. By the end of 2021, native advertising revenue will increase by 46%. According to research done on publishers in the US, direct traffic generates 17% of revenue, accounting for 14% of ad impressions. Native Video Advertising Statistics Numerous studies and anecdotal evidence point towards native video advertising, which is significantly higher than some other advertising formats, such as pre-roll ads. Live streaming is one of the formats which is attracting much interest at present. According to Mark Zuckerberg, Facebook video has been trending and has become an essential factor of a company’s growth. By the end of 2020, 80% of all internet traffic is accounted for native video advertising. 5/5 ad campaigns had a higher brand lift for native videos. Native video advertising is 530% more engaging. 86% Facebook Audience Network Impressions are fromnative ads. The effectiveness seems to have impacted usage, as Facebook native ads take the majority share (89%) of the overall video content on the site. Consumer’s Perspective towards Native Advertising These crucial native advertising statistics indicate its impacts on consumers’ purchase decisions. Marketers consider it the top of the funnel and bottom of the funnel approach, which plays an essential role throughout consumers’ entire journey, including awareness, ad recall, and purchase intent. In a survey, 54% of the respondents have said that they felt deceived in the past by clickingon the ad. Conversely, 41% of the respondents will gain trust when a trusted publisher features a trustworthy brand. 43% of the respondents will lose trust when a trusted publisher features native ads for untrustworthy brands. Some people, around 44%, couldn’t identify the sponsor of the ad they read. Almost 77% of the people did not interpret native ads as advertising. Native Advertising Statistics vs. Other Platforms When choosing the best strategy in terms of experiencing positive ROI, influencing audiences, making a robust connection with the audience, native advertising surpasses other platforms and stands out itself. 53% of consumers look at native ads more frequently than display ads. 32% of the native ads are shareable than display ads which are 19%. Native ads have a 9% lift for brand affinity when compared to banner ads. Native ads have 25% more respondents seeing in-stream native ad placements more than banner ads. Native ads are more noticeable. Native ad formats have been shown to reach CTRs of approximately 0.3%, compared to 0.12% for standard IAB ad formats. Native advertising is the second-best top-performing channel for video campaigns, according to the US publishers. Native recommendations are 27% more trusted than social ads. Native ads are 62% easier to understand than display ads and 31% easier to understand than social ads. Final thoughts Native advertising is one of the most significant, demanding, and successful tactics which delivers value across all stages of the purchase funnel. Native advertising automatically enhances your holistic approach towards your target audience. It is unquestionably advisable to consider adding native advertising into your marketing tactics. Considering the above native advertising statistics, you can take your business to the next level. Frequently Asked Questions How are the statistics used in native advertising? Native advertising statistics are used to understand sales and gain profits. It also helps to enhance your strategy and build the credibility of your brand among consumers. Is native advertising effective? Certainly, renowned brands adapted native advertising as they find it highly effective in terms of positive ROI, consumer perception, and boosting sales. These native advertising statistics will give detailed information about its benefits. What are the important native advertising statistics you should know? These are the most vital native advertising statistics for your better understanding. The native advertising sector is predicted to grow to US$400 billion by 2025. Consumers look at native ads 53% more than display ads. Native ads will account for a whopping 74% of total US display ad revenue by the end of 2021. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How are the statistics used in native advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Native advertising statistics are used to understand sales and gain profits. It also helps to enhance your strategy and build the credibility of your brand among consumers." } },{ "@type": "Question", "name": "Is native advertising effective?", "acceptedAnswer": { "@type": "Answer", "text": "Certainly, renowned brands adapted native advertising as they find it highly effective in terms of positive ROI, consumer perception, and boosting sales. These native advertising statistics will give detailed information about its benefits." } },{ "@type": "Question", "name": "What are the important native advertising statistics you should know?", "acceptedAnswer": { "@type": "Answer", "text": "These are the most vital native advertising statistics for your better understanding. The native advertising sector is predicted to grow to US$400 billion by 2025. Consumers look at native ads 53% more than display ads. Native ads will account for a whopping 74% of total US display ad revenue by the end of 2021." } }] }

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Is Agency Life Right For You?

Article | July 29, 2021

Whether you’re just setting off in your career in public relations or you’re looking for a change in your communications career path, your PR journey can take many shapes and forms. From setting your sights on a particular brand or industry to joining a large company or startup, the possibilities in PR are endless.

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CONTENT MARKETING

The perfect match: what brands should look out for in an influencer

Article | July 29, 2021

The past year has transformed a number of industries, and although the influencer marketing industry has continued to flourish, it hasn’t been without its changes and adaptations. And over the last year, one thing that has become even more apparent is the need to create the perfect match between brands and influencers. Brand love is pivotal to creating a successful influencer marketing campaign, as is building trust and creating an honest and organic relationship between everyone involved. And to help brands find the perfect match, Amelia Neate, senior manager at Influencer Matchmaker, explains how to do exactly that. Finding the right influencer to collaborate with can be a pretty daunting task. It isn’t quite as simple as choosing somebody with a large following. Gathering data, conducting research and developing a relationship with an influencer is all part of the task in hand. Unless, as a brand, you have access to industry insights and invaluable data, it can be difficult to find your dream match. However, by working with an influencer marketing agency, all of the hard work is done for you. Here at Influencer Matchmaker, we have access to industry data and insights which can help aid your search in finding the right influencer. Rest assured that everything will be taken into consideration – from social media platforms, engagement rates and niche to helping form trusting relationships, an influencer marketing agency can do it all. Brand love is pivotal When working with a social media influencer, it is important to decide on your main goals and objectives and what it is you hope to achieve by working with an online creator. The aim of the game is to build brand love, right? And the best, most organic way to do so, is by teaming up with somebody who already knows and loves your brand. Influencers spend their time engaging with their audience, garnering all-important trust and respect. If an influencer has previously spoken about your brand organically, then their audience are much more likely to positively reciprocate paid-for campaigns and collaborations. Explaining that influencer marketing is more effective than the blanket approach of traditional advertising, Liam Chilvers, founder and managing director of OP Talent also says, “They [influencers] have to be relatable. The people watching them largely share the same interests, and if people are watching a YouTube channel, they are there for the creator.” And so, by utilising the power of influencers and their loyal following, brands and business are able to build brand love and more importantly, trust. How to utilise influencers and their content It is no longer viable to simply send an influencer a product in return for free press and content creation. Time, effort and expertise goes into delivering such high-quality content and brands must begin to decipher where they’d like this content to sit. Content can be created and shared across an influencer’s social media platforms in order to raise brand awareness, but it can also be utilised on the brand’s channels, too. In this way, influencers can act as a brand advocate as well as allowing the brand to offer their audiences a friendly and relatable human element, as opposed to using social media as a hard sales tool. When it comes to working on collaborative content, it is crucial to ensure you are not only working with the right influencer, but with the right platforms, too. Just because a social media platform is proving to be particularly popular, doesn’t mean that it will generate positive results for your brand. It is important to ensure that your niche, goals, audience and social media platforms all align in order to achieve the best results. Find out what works for you and if you don’t know, then an influencer marketing agency will be able to do so for you. And not only that, but influencers have wider ties to all aspects of media, too. They are innovative creators, storytellers, advice givers and as 2020 has shown, an influencer’s genuine personality and interests are what sets them apart from the rest. Think outside of the box In the early days of influencer marketing, it was all about promoting a new product and its launch. But today, it is so much more than that. Influencers can be used to raise brand awareness, generate sales, attend events and create an honest and authentic relationship between brands and potential consumers. For example, we recently partnered Celebs Go Dating with a number of popular influencers including Mark Ferris and Rachel Leary. The objective of the campaign was to raise awareness of the TV show ahead of the new series. This is a fine example of combining the efforts of modern and digital media with its more traditional forms, too. It must also be said, that just because an influencer specialises in a certain industry or has a particular niche, it doesn’t mean that that’s all they are capable of. Former SAS: Who Dares Wins Star Ollie Ollerton, for example, is renowned for his efforts within the health and fitness industry. However, he also has a passion for motorcycles, which is another area in which he is able to create interesting and compelling content for brands. Consider influencers who not only share the same interests, but the same values, ethos and end-goals, too. This will make all the difference. So, are you ready to find the perfect match?

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The Agile Path to Engagement: Solving the Personalization Challenge with AI

Article | July 29, 2021

The depth of customer engagement depends, in large part, on how personalized the shopping experience is. If a customer feels like a brand knows them as an individual among thousands of other customers, they will purchase more from that brand, more often, and remain loyal. The path to 1:1 marketing is paved with personalization, and while there are many personalization tools out on the market, it’s hard to understand which one(s) to pick. This can become particularly challenging when distracted by a shiny UI — though usability is, of course, vitally important to the marketing teams who desperately need personalization tools.

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Spotlight

The Richards Group

The Richards Group is the largest independent branding agency in the nation, with a staff of over 700 and annual billings above $1 billion. Creative is our passion, but we do have another love – independence. With zero absentee owners or outside investors, we’re free to focus solely on our work. Which is good, because there’s a lot of work to focus on: advertising, digital, relationship marketing, retail, brand, business-to-business, Hispanic marketing, sports marketing…there isn’t a form of branding at which The Richards Group doesn’t excel.

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