70% of B2B marketers are producing more content, but only 21% are able to track ROI

The B2B Content Marketing 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove–say that 10 times fast–is out and provides an interesting, if not concerning, glimpse of how B2B marketers are approaching their marketing strategies.

First, an alarming number haven’t written down their marketing strategy, which means, should they not turn up for work one day, their company is up a certain creek, without a paddle:

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Hoping that more equals more, B2B marketers are pumping out more content this year versus last year:

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Lastly, only 21% of surveyed marketers report any kind of success in tracking their ROI, with 15% not even bothering to track!

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Mobile marketers measure conversions but hope for brand awareness

Every success guru will tell you that goals have to be measurable. If you don’t have a means of measuring results you’ll never know if what you’re doing is effective. And, you can’t get where you’re going if you don’t know where the end point is.

Waterfall asked 155 marketing, CRM and data analytics from a cross-section of industries this question:

mobile-marketing-effectiveness155 answers isn’t a very good sampling but even if they’d asked 155,000 people the answer would have been the same. Why? Because counting and measuring lead conversions is easy. There are tools that tell us when someone clicks through on Twitter. We have tools that tell us if they bought something when they hit the site. We have ways of matching up our customer list with our Facebook follower list.

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Paypal and eBay to split! New CEOs will take the reins

paypal ebayAfter years of saying they’re better together, ecommerce giants eBay and Paypal are splitting up. It’s big news – big as any Hollywood couple divorce announcement and us kids are worried. Will we end up in the middle having to choose which parent we favor over the other? I hope not. eBay and Paypal have been a part of my life since both companies launched.

eBay bought Paypal in 2003 and it was a match made in reseller heaven. Once they combined forces, it became extremely easy to process payments for eBay sales, complete transactions and ship. (I buy all my eBay postage through Paypal with just a few clicks.)

AdWords upgrades with new mobile ads and real-time creatives

Adwords Invitation AdAdWords is upping their game with big changes in mobile design and small changes with big results for display.

Let’s begin with mobile. I just wrote a post about how people pay more attention to ads on a smaller screen but Expanded adsimply shrinking your desktop ads to fit a smartphone isn’t how it should be done. AdWords is rolling out Mobile lightbox Engagement Ads that dynamically resize to fit the screen.

In this example, the ad begins as a thin invitation to click. Then it expands into this intriguing visual with multiple, interactive options. You can watch the video, read more or find a store near you. What more could a customer want?

On a side note, I love the veiled sex appeal in this ad. The soft colors, the bed – it’s positively subliminal.

Study shows consumers are most receptive when they’re out in public

YuMe receptivityIf I’m up against a deadline and I’m pounding away at the keyboard like a mad woman – don’t tell me what you want for Christmas or what we need at the grocery store. I might hear you, but I won’t HEAR you because my mind is closed off to anything but getting that article done.

If you want me to pay attention to what you have to say, you have to wait until I’m in a receptive mood.

The same goes for advertising. The potential customer has to be in a receptive mood before they can pay attention to your ad. And you know where this is going. . . YuMe and IPG Media Lab conducted a study to find out when and where and why people are most receptive to advertising.

Facebook launches Atlas, the anti-Ello ad platform

Facebook Atlas Ad PlatformDid you feel the earth shift on its axis last week? No it wasn’t an earthquake. It was thousands of internet marketers, techies, and gurus all clamoring to gain access to the invite-only, “anti-Facebook” social network, Ello.

I was one of them–although I can assure you I didn’t inhale and only wanted an invite for ORM reasons. ;-)

Unfortunately, Ello was mostly a piece of junk. Sorry Ello, but your user interface is less than impressive.

Why the stampede? Because Ello made the bold claim that it would never sell its users info to advertisers. You’d think that might get the attention of Facebook, right?

It did. And the mega social network has today announced that it is doubling down on its ad targeting with the launch of Atlas.

Friday Roundup: LinkedIn gets chatty, Yahoo retirees and more

Beam me upAnother Friday is upon us and I have a few new tidbits to share. Grab your favorite beverage and let’s get to it:

LinkedIn Hooks up with WeChat

WeChat, the world’s fastest growing social app (says LinkedIn) now has LinkedIn baked-in. The messaging platform launched in China in 2011 and now has 600 million users (or less, depending on who you ask.) The app does appear to be very popular with users outside of the US and could be very handy if you’re doing business in China or India

When you hook your account up to WeChat you can pull over all your contacts with a few clicks and easily share your LinkedIn profile with people all over the world.

HootSuite Has Something to Crow About