NBCUniversal Owned Television Stations is launching Spot On to enable brands to purchase local and regional connected TV and over-the-top ads for 42 NBC and Telemundo stations and their digital assets, which reach 38% of US households and Puerto Rico. "By supplementing our owned inventory with directly acquired premium third-party inventory, clients can now, through a single buy, achieve the needed scale and efficiency for even the most complex buys," says NBC Spot On Senior Vice President Shawn Makhijani.
Nextiva's Gaetano DiNardi outlines 11 trends in business-to-business marketing for 2020, including the rise of affiliate marketing, the importance of review sites and the top brand differentiator being customer experience. He also explains why B2B marketers must stop prioritizing new customer acquisitions and turn their attention to onboarding, retention and customer advocacy instead to leverage true growth.
MultiView CEO Andy Keith acknowledges artificial intelligence's importance in business-to-business marketing for superior data aggregation at scale but cautions against it being used for analysis, creative or relationship-building. "Developing brands and the relationships that are so important in B2B businesses require human and emotional connections," he writes.
Brands and marketers are shifting toward the use of "identity gardens" featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM's Krystal Olivieri says, "It's still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented 'identity garden' approach."
Influencer marketing has advanced to become a mainstay in most brand toolkits, but with the demise of "like" counts, executives have had to become more sophisticated and scientific in their approach, writes Patrick Ward. He predicts the next trend will be a move toward "micro-interactions," a greater focus on return on investment supported by "long-term campaigns from smaller, niche creators" and an increasing reliance on microinfluencers.
Uber and Lyft's recent move into vehicle-top advertising will incentivize drivers with additional revenue for installing the technology and could be "a data gold mine," writes John McCarthy. While the ride-share companies have brand recognition, Andrew Jude Rajanathan, a global director at Zenith, notes, "What isn't clear at this stage is ad pricing, formats and ultimately proving effectiveness for advertisers from these units."
Oribi analytics firm is reporting that Google drives more e-commerce traffic and sales than Facebook and Instagram because it "reaches consumers who are more intent on making a purchase," writes Robert Williams. The primary drivers of e-commerce site traffic are email and apps, and consumers tend to gravitate toward less expensive products on Facebook and Instagram, Oribi reports.
This year, new apps in the Google Play store will first need approval from Google before they can collect user location data when users are not aware that the data is being gathered, and Google is extending the policy to include all apps in November, according to a corporate blog post. The move "should further squeeze an already rattled location-based ad market, which has been forced -- through consumer awareness, regulation and the actions of operating systems -- to reduce its reliance on GPS signals to target consumers," writes Lara O'Reilly.
Constant challenges marketers face today include return on investment, scaling relationships with influencer marketing, communication across verticals and measures of success, according to a handful of marketers interviewed at a recent summit. "If you are clear about your brand, if you spend the effort in socializing and communicating externally and internally, it should make everything else work so much better and more effectively but being able to attribute the cause and effect is difficult and ... how can we make that case compellingly is what keeps me up at night," says Erica Chan of Alibaba Group.
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