Why Doesn’t B2B Content Marketing Focus on Customer Experience?

| May 09, 2016

Why Doesn’t B2B Content Marketing Focus on Customer Experience?
Chances are, if you’ve had any sort of social media account for more than a couple months, than you have at one point or another been the recipient of an unsolicited message. Long lost classmates, ardent admirers, recently deposed kings looking for help with a back transfer—these messages can come in any shape or size from welcome surprise to unintelligible garbage. Most social networks try to prevent this sort of communication because they understand that these messages serve to poke a hole in the social media experience.

Spotlight

The report is based primarily on behavioral measurement from comScore Media Metrix® Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from comScore MobiLens®.  Custom analytics data derived from the aforementioned products’ data streams is also included.  The report also incorporates results from a survey of 1,084 smartphone users to understand their habits. Important Definitions: o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly. o All mobile data is based on Age 18+ population. o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a “monthly active user/MAU”. A “daily visitor” is similar to a “daily active user/DAU.”


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MULTI CHANNEL MARKETING

InfluencerActive Launches the World’s First Business-to-Business Influencer Marketplace

InfluencerActive | October 06, 2021

Leading Business Influencers with Extensive Networks Join Global Digital Platform to Help Boost Marketing Campaigns of B2B and B2C Brands InfluencerActive, Inc. today announced the global launch of the world’s first business influencer digital marketplace, featuring more than 200 highly networked, leading business influencers for B2B and B2C brands. These influencers are spread across 15 countries in the U.S., Asia-Pacific, Latin America, and Europe. The marketplace offers a combined first-level reach of over 20 million people and a network reach of more than 250 million people, numbers that are growing daily as more influencers join the platform. The InfluencerActive digital marketplace is available around the globe. According to Business Insider, the influencer marketing industry will grow to $15 billion by 2022. Additionally, a recent survey conducted by Influencer Marketing Hub shows that 75% of brands said they intend to dedicate a budget to influencer marketing in 2021, and 90% of survey respondents said they believe influencer marketing is an effective form of marketing. “Consumer-oriented social media channels like Instagram, YouTube, and more recently, TikTok, have been generating engagement for some time, while business-focused influencers have largely flown beneath the radar,” said Anthony James, CEO of InfluencerActive. “On sites like LinkedIn and Twitter, business leaders, executives, coaches, and even CEOs have built networks of influence that regularly reach millions of people around the world. But until now, there has been no easy way for B2B brands to engage and activate business influencers.” “The launch of InfluencerActive will change the influencer marketing game for both B2B and B2C brands, particularly with small businesses and medium-sized enterprises,” James continued. “Our focus is on curating a cadre of ‘hyper-networked’ business people – real professionals who have a vested interest in their professional network and the ability to generate high levels of engagement. As a digital marketplace, we have global scope and our influencers have worldwide reach through their networks of influence. In general, our customers don’t engage our influencers for their local expertise but for their regional and international scale.” An Easier Way to Leverage the Power of Influencer Marketing InfluencerActive was founded by CEO Anthony James, who for nearly 30 years, on four continents, has worked with organizations of all types and sizes to learn the art of leadership, influence, and technology disruption. The digital marketplace makes it easy for marketing leaders, brands, and agencies to work with influencers, giving them a direct line of communication and a simple process for integrating them into a campaign to increase awareness and impact. With the InfluencerActive marketplace, B2B and B2C marketers can quickly book an influencer, send the desired media and messaging, and see their content pushed live by the influencer within a matter of hours. "I knew nothing about influencers prior to connecting to InfluencerActive,” said Red Welke, Founder, T-Rex Hammer. “Our first experience with the platform was absolutely mind-blowing. We received hundreds of inquiries almost immediately. The platform delivers amazing value through professional recognition and brand awareness. We will be utilizing InfluencerActive consistently as part of our long-term marketing and growth strategy." “Advertising just doesn’t offer the same value as it once did,” said James. “Sponsored posts simply take the old ‘interruption marketing’ model and apply it to digital news feeds. But people don’t want to be interrupted. They want context, a story, entertainment, and trust. Our influencers are well-positioned to do that, and our platform is the ideal vehicle for making that happen.” The InfluencerActive digital marketplace is available at marketplace.influencer-active.com About InfluencerActive InfluencerActive is an influencer marketing platform that directly connects brands and businesses with curated and vetted business influencers to create a seamless marketplace for both buyer and influencer to engage. Influencers in the InfluencerActive network have built significant followings over traditional business channels such as LinkedIn and Twitter. Their trusted voices are valued in both the B2C and B2B contexts. In engaging with influencers through InfluencerActive, business owners can cut through the channel noise and marketing challenges of a fragmented media world. With Influencer Active, engagement is direct between business and influencer, and there is a cost only if an influencer agrees to engage. For more information, please visit Influencer-Active.com. Follow us on Twitter @InfluencerActi3, LinkedIn, and Instagram @influencer_active.

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MARKETING ANALYTICS

CLG and Samsung Announce Marketing Partnership

Samsung | April 13, 2021

CLG, a top-tier North American esports organization, and Samsung Electronics America, announced a partnership in which Samsung will be the Official Computer Memory Hardware Devices Partner for all CLG teams. The partnership includes an editorial-style digital content series and premier brand integration throughout CLG’s team and player digital channels across Twitch, Twitter and Instagram. Samsung is also the Presenting Partner for CLG’s Amateur Competition Platform “Samsung Open Tournament Series,” where Samsung will be involved in all marketing assets and throughout the livestreams of Samsung Open Tournament Series events on the CLG Twitch Channel. The series is coed and provides an opportunity for everyone to gain experience in a competitive and comfortable environment. The first Samsung Open Tournament Series will take place on April 24, with Amateur players competing in League of Legends. The monthly tournaments will alternate between League of Legends and fan-voted games.

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MARKETING ANALYTICS

WiSA Wave Marketing Program Continues to Drive and Grow Consumer Traffic to WiSA and Member Websites

WiSA | April 14, 2021

WiSA LLC, founded by Summit Wireless Technologies (NASDAQ: WISA), today announced strong, continued website traffic and category exposure driven by the WiSA Wave Marketing Program. The program, launched on September 1, 2020, creates specific digital marketing assets and campaigns and provides Association members access to WiSA’s analytics and growing consumer database. WiSA is forecasting website traffic to reach one million visitors in 2021. WiSA Wave has shown significant web traffic growth quarter to quarter and year over year. Nearly 140,000 visitors were driven to websites for WiSA or brands and retailers in Q1 2021 versus over 34,000 in Q1 2020, representing a 234% increase. In Q1 2021, nearly 18% of all WiSA website visitors continued their journey to a member or retailer website to learn more about or buy a WiSA Certified™ product. Even with WiSA Wave exposing a large number of new, in-market enthusiasts to the category, organic, direct and referral traffic remains strong in the 18%-21% range, reinforcing the growing awareness of WiSA. “We are constantly working with our members to add value to their initiatives through advancements in technology, product development support, distribution, category and product marketing, and consumer awareness,” said Tony Ostrom, President of WiSA. “Over the next year, we will grow the wireless home cinema category through effective consumer outreach and communication, education, increased distribution of WiSA Certified solutions from WiSA members, and the continued expansion of WiSA Certified and WiSA Ready™ products.”

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CONTENT MARKETING

Quad Expands Partnership With Package InSight to Help Brands Better Understand the Impact of Design on Consumer Behavior

Quad | April 14, 2021

Quad/Graphics, Inc. (NYSE: QUAD) today announced it is enhancing its integrated marketing solutions offering through a newly expanded relationship with Package InSight, an organization that studies brand packaging performance, consumer attention and shelf impact. Through this partnership, brands and marketers who work with Quad will have access to a unique, data-driven view of how consumers engage with products during the shopping experience to aid in decision-making. Package InSight, a trusted source of consumer research, uses the latest in biometric technology, such as mobile eye-tracking, facial coding and brain activation, to study package performance, consumer attention and shelf impact. The organization uses a strict methodology to provide marketers with the proprietary data they need to optimize ROI on brand creative. This complements Quad’s existing measurement and analytics capabilities, giving brands and marketers an end-to-end view of the customer journey.

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Spotlight

The report is based primarily on behavioral measurement from comScore Media Metrix® Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from comScore MobiLens®.  Custom analytics data derived from the aforementioned products’ data streams is also included.  The report also incorporates results from a survey of 1,084 smartphone users to understand their habits. Important Definitions: o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly. o All mobile data is based on Age 18+ population. o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a “monthly active user/MAU”. A “daily visitor” is similar to a “daily active user/DAU.”

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