Therefore, Well, LinkedIn proves to be effective for B2B but not for B2C brands. B2B brands are seeing ROI on Tiktok, with 58% of B2B marketers planning to increase their investment in this channel.
Facebook ads come out as the biggest ROI generator among other social media platforms for both B2B and B2C organizations. Meanwhile, 62% of marketing budgets this year were used on Tiktok, Instagram, and Youtube because of the rise in video consumption.
Influencers on these platforms are partnering with B2B and B2C brands to reach new customers, foster trust, and raise brand awareness. And the research backs this decision. Hubspot Research shows the response of B2B clients to be positive, finding that co-branded or sponsored 3rd-party content is more trustworthy than receiving content straight from a company.
Influencers typically fall into two categories: 1) Nano or Micro-influencers with 10K-100K followers and 2) Mega or Macro-influencers with 100K-1+M followers. Due to their niche following, micro-influencers have 60% higher engagement, more affordable rates, and are better at promoting products and services specific to their followers’ interests.
3. Stronger Privacy Strategies
Therefore, Third-party cookies will be out by 2023. It’s a wake-up call for any company or marketing team that has not prioritized managing their customers’ privacy concerns. Marketers realize they have to create stronger privacy strategies while building customer trust. Brands are looking for ways to prioritize acquiring zero and first-party data through email preference centers, segmentation, and email interaction.
Advocating Diversity, Equity, and Inclusion
Therefore, Expectations are higher than ever amid growing concerns for sustainability, workplace ethics, inclusivity, and responsibility. Deloitte reports the most impactful results from DEI initiatives including increased employee acquisition/retention, improved brand reputation, and improved stakeholder relationships.
Social responsibility has become a marketing tactic for those organizations that understand the impact. It’s a longer-term Email Data strategy as buyers are more likely to be loyal to companies that share their values and demonstrate those values thru business initiatives and even philanthropic endeavors.
Another aspect of inclusivity is to contribute to accessible web space for all. Web accessibility considers the needs of those with disabilities, using technologies designed and developed to aid in better perception, navigation, and understanding of web content. You’ll see more and more websites are investing in this web accessibility trend, evidenced by high-contrast text and background color, breadcrumb navigation, font size, and similar techniques.