This infographic from TD Insights displays facts and trends that business-to-business marketers should know for 2020, spanning customer experience, personalization, new technologies, automation and data-driven marketing. Insights include just 27% of B2B buyers think companies are exceeding their experience expectations and 86% are prepared to spend more for a superior experience.
This infographic from Fundera offers advice on how marketers can handle eight types of customers who leave reviews on social or digital channels. Advice includes taking reviewers who reference other people's reviews in their posts seriously and committing to improving the issue, and thanking customers who leave long, detailed posts but only respond to what's relevant.
Major League Soccer strives to differentiate itself from other US sports leagues by examining what others do and then doing the "polar opposite," says David Bruce, senior vice president of brand and integrated marketing. Bruce is focusing on creating "our regional version of the global game," establishing rituals and traditions such as playoffs and chants, and helping all 26 clubs develop a "compelling brand."
Steinway & Sons is working to develop recognition of its 166-year-old niche brand among younger consumers by relying on influencer initiatives, search and Facebook marketing, public relations and a WeChat channel operated by Chinese-speaking consultants. "In 20 years from now, we don't want to be saying: 'Where have all our customers gone?' And we don't want that to be because Steinway -- as a brand name -- has disappeared from the mainstream," said Anthony Gilroy, senior director of marketing.
T. Garland Stansell, APR, says his theme as PRSA's 2020 chair is "Vision 20/20: Moving PRSA Forward!" He believes "the rapid acceleration of innovation, change and discipline convergence are all challenges that must be addressed" as is "attracting diverse individuals to the profession."
Instagram is rolling out a tool that enables marketers to track brand-related user-generated content in Stories and then promote it within their own Stories. Marketers may find the tool beneficial for amplifying influencer content and customer feedback, and for public shout-outs.
US ad spending will increase 3.8% and global spending will grow 3.9% this year, according to Dentsu Aegis Network, driven by US elections, Tokyo Olympics and the NFL. Fueled by social video, US video advertising should grow 15.8%, while TV ad spend, driven by over-the-top advertising, is forecast to grow 1.3%.
Google's Dataset Search has emerged from beta with access to almost 25 million public data sets. It has also been made available on mobile, and it comes with improved search results, as well as the ability to filter results by type, such as images, text or tables.
Taco Bell is teaming up with Certona to integrate artificial intelligence into its app to enhance customer experience. AI will enable the fast food chain to personalize its marketing, factoring in time of day, weather and previous purchases.
Madison Logic CEO Tom O'Regan outlines three priorities for business-to-business marketers this year, including the alignment of sales and marketing teams to maximize tighter budgets for lead generation. Data-driven marketing will be essential to stand out from the competition and artificial intelligence should be adopted to improve personalization, content creation and more, he writes.
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