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B2B Insights highlights trends and technologies influencing the business-to-business marketing community.
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B2B Bytes
Research and stats |
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The State of SEM
The North American search engine marketing industry will reach $16.6 billion by year’s end, according to SEMPO’s sixth annual Search Engine Marketing Report. Other findings include 31% of marketers reporting that personalized search results have a highly significant impact on search efforts. Additionally, 59% plan on expanding budgets to match social media interest.
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YouTube Facelift Increases Engagement
Boosting user interaction and removing the visual “clutter” are two major changes to the newly redesigned YouTube site. According to TechCrunch’s preliminary testing of the new website, user engagement increased 7% due to the newly streamlined “Watch” viewing page. Users will also notice a savvier search feature that allows the video currently streaming to stay on the page while results simultaneously display on the right side.
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Search Funnels Benefits B2B Marketers
Google’s latest AdWords reporting feature, Search Funnels, provides B2B marketers with valuable insights. Advertisers can view how many times a visitor clicked on an ad before completing a conversion; keywords visitors searched on and used prior to a conversion; and time passed from when an ad is viewed and a conversion is made.
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B2B Briefs
News and commentary |
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Integrating Online Strategies
Gone are the silos of social media, search marketing and online media. Achieving greater marketing reach means blending all three in creative ways. Ideas include tying your YouTube channel with online media and paid search to drive views and embedding chiclets into online ads and landing pages.
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Overcoming Social Media Fears
For companies hesitant to participate in social networks for fear of complaints, it’s time to confront your fear. Following the two golden rules – acting with integrity and admitting your mistakes – shows customers you have an honest brand. Who knows? Maybe you’ll turn those complaints into successes.
Godfrey’s Ken Jones poses an interesting question for marketers considering experimenting with social media. Is your company comfortable talking about itself? Knowing the answer to this crucial question could make all the difference when developing your integrated marketing communications program. Tell us: is your company ready for a dialogue?
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Boosting Your B2B Online Video
Maximize your b2b online video to increase user views. Always include a URL in your video description; shorter videos are better than one long one; choose a dynamic person for your video; and to ease distribution, use a multi-uploader service.
Is online video part of your marketing plan? View our B2B Ballot Results.
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Read Godfrey’s white paper - B2B Social Media: The Rules of Engagement (184 KB PDF)
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Godfrey provides full-service, integrated business-to-business branding and marketing communications services.
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