B2B Data Onboarding Insight, Google’s New Ad Formats, Marketing Campaign Performance Study, & LinkedIn’s Employer Branding Guide

Google Shares Sneak Peek At New Advertising Features
Google has offered a look inside several of its new forthcoming Google Ads features, including responsive display and mobile ads that animate static imagery and better white space formatting, highlighted in a showcase of examples from firms that have tested the new tools, Google recently announed. Search Engine Journal

Twitter is testing a new ‘Liked by Author’ label for tweets
Twitter has tested the ability for tweet replies on the platform that have been liked by the post’s author to show a red heart liked-by-author badge and similar text designation, with the aim of making it easier to spot top tweet replies in lengthy reply chains, Twitter recently announced. TechCrunch

Videoconferencing hinders creativity — study
When it comes to conceiving creative ideas among teams of two, brainstorming in person has been shown to produce 15 percent more ideas than doing so over remote video meetings using Zoom or similar technology, according to newly-released report data of interest to digital marketers published in the journal Nature. Philstar

Listeners Like What They Bought From Podcast Ads. But They Have Ad Complaints Too.
Podcast listeners are more receptive to advertising presented in the audio format, with 80 percent of podcast listeners having said that marketing messages heard during a podcast didn’t negatively affect the content’s quality, while 70 percent noted that they preferred ads which were read live during a podcast rather than prerecorded — two of several findings of interest to B2B marketers contained in recently-released survey data. InsideRadio

“Once your podcast has an audience, make sure it’s still fun. But, also consider this: What are you doing with the content after the podcast and livestream?” — Christoph Trappe @CTrappe Click To Tweet

Google to allow users to control brands and topics they see in ads
With a forthcoming new My Ad Center feature, search giant Google will allow users a choice to see either more or less advertising content from specific brands or about certain topics, along with other ad customization features, while retaining the ability to turn ad personalization features off, Google recently announced. Campaign US

LinkedIn Publishes New Pocket Guide to Effective Employer Branding
When it comes to how organizations are succeeding with employer branding on Microsoft’s LinkedIn professional social platform, prospective customers are some six times more likely to convert when they are exposed to a combination of brand and acquisition messaging — one of numerous findings of interest to B2B marketers contained in newly-released data from LinkedIn (client) offered in guide format, along with a selection of digital outreach strategy success stories. Social Media Today

What Do Marketers Think Is Most Important in Influencing Campaign Performance?
Smart audience targeting, ad creative, audience reach, and data quality came out on top as the most important tactics affecting marketing campaign success, according to recently-released Nielsen survey data gathered from global marketing professionals at organizations with budgets of $1 million or more annually. MarketingCharts

Social media tops the charts for brands’ confidence in measuring ROI
64 percent of global brand marketers pointed to social media as the paid media channel that they were the most confident in when it comes to measuring return on investment (ROI), followed by video for online and mobile at 59 percent, and search at 58 percent, according to newly-released report data. eMarketer

New Report Highlights Ecommerce Trends Resulting From Pandemic
Worldwide e-commerce spending is expected to hit $5.4 trillion in 2022, and new survey data explores shifting consumer digital buying trends that also offers insight for B2B organizations, especially as the boundaries between B2C and B2B blur in a digital-first landscape. MediaPost

B2B Marketers Showing Some Concern Over Cookie-Less Solutions’ Impact on Data Onboarding
87 percent of B2B marketers pointed to website analytics as the area that will be most affected by the loss of web browser ad tracking cookies, followed by targeted ads at 76 percent, third-party data integrations at 67 percent, and website personalization initiatives at 64 percent, according to recently-released survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “Who else should we target?” by Marketoonist Tom Fishburne — Marketoonist

Accountant with Wife and Kids Has “guitar” At End of Instagram Username For Unknown Reason — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Joshua Nite — This Week in Marketing: Content Marketing Evolution — LinkedIn (client)
• Lane R. Ellis — The great reshuffle, ABM strategies, and a PMM reading list — Cronycle

Have you found your own top B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thanks for joining us for the week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.