Digital Marketing News 8-9-2019: B2B Video Marketing Benchmarks & More

Digital Marketing News 8-9-2019: B2B Video Marketing Benchmarks & More


Welcome to the digital marketing news, I’m Tiffani Allen. And with your first story this week, I am Joshua Nite. Hey,
you’re Tiffani Allen. Oh, yeah. Welcome back. I am back. I hope that your mission
to the dolphins was successful, and I didn’t tell anybody about it. Yeah, no I
can tell, based on that comment. Highly confidential you know what will no
longer be highly confidential Wow coming very soon the total amount of traffic
and conversions between your mobile app and your web traffic yes because Google
is finally rolling out their app plus web which is going to give you a unified
look at your analytics so this is free for analytics users especially for
analytics 360 users possibly for analytics 720 users I think that’s just
Tony Hawk though so but this is going to be great for us
because it gives us a way to measure those total users see where the
conversions are happening and see which channels are more effective at driving
traffic so marketers we’re always looking for that more holistic view of
what is going on with our stuff so I think there’s a great for measurement
and can’t wait to play with it I do like Google News I know me too yeah Google as
I call it I shouldn’t but I do video a new update from Google from
their blog shows that continued focus on image optimization serving images in
search that are relevant and what have you so SEO is everywhere remember do not
forget that images are important I guess so priority so according to their post
when you select an image in image search it appears in a side panel now on the
page next to the search results it stays there as you scroll letting you easily
compare images on that search results page you can do this as many times as
you want without losing track of what you just looked at you can use the back
button to look at the images that you were looking at previously which is
meet one other item when you select an image of a product you can now see the
details about that product like the brand price availability and reviews so
a continuing effort on Google’s part to making never leave the Google search
with page but definitely something for marketers to keep in mind images or SEO
definitely and within that blog post link to the news article there are some
webmaster tips and SEO tips for making sure everything is optimized to display
on that side panel if you are an e-commerce site or you have products to
sell so something to think about as well while you’re reading this whole entire
news post mm-hmm you know once you’re done reading that
news post you might want to listen to something go on and it turns out that
something might be a podcast yes I have been known to say every now again that
podcasts continue to be a big deal we have not yet reached peak podcasts and
especially in the b2b space there’s lots of room for it but one of the reasons
that marketers are excited about podcast or should be sample of 1400 monthly
podcast listeners who were all adults so no like three year olds who are super
into Car Talk for some reason I’m sure they’re out there but so this company
Westwood one put out this research they found that podcast listeners pay more
attention to ads so only 20 percent of them said they actively avoid ads that’s
compared to 44 percent of people avoid ads online 33 percent of email even on
TV 23 percent said they avoid ads so and also listeners are growing more
receptive to ads they are saying that for ads in a 60 minute podcast seems
about right not too much and the most interesting one that I thought that was
over 50 percent so fifty-three percent said that they liked most of the ads
right here on podcasts so if you’re a marketer I think what you need to know
about podcast ads those they are frequently delivered by the host of the
podcast so more in that NPR vein where you’ll be bopping along and suddenly
your host is like hey it’s Bob here just wanted to tell you that this mattress
company is amazing and my wife and I sleep on one and super gray and back to
the show so a slightly different format for ads but they do appear to have a
great deal of effectiveness so PricewaterhouseCoopers also said that
you know the PWC or P Tubbs as I called them said that they
they believe that podcast revenue will outstrip digital newspaper revenue in by
2022 so it’s all happening another sign that
podcasts are happening in a big major way podcasts are now appearing embedded
in Google search so people can listen to them straight ah the search results and
you know where Google goes people tend to follow but Google also tends to be
following the trends of what people want so what do we like podcasts when do we
want to know later sure so speaking of ends no please do
it’s like second wave I’m drunk unite online advertising will account for more
than half of global advertising expenditure by 2021 according to new
research by Zenith oh it’s the tipping point it’s happen indeed internet
advertising is forecast to account for 52 percent of global advertising spend
in 2021 exceeding that 50 percent mark for the first time mm-hmm and there we
go that’s up from 47 percent of global ads but in 2019 and 44 percent in 2018
all right so the United States and China are kind of the biggest drivers here in
terms of ad spend growth so the u.s. is forecasted to be responsible for 46
percent of the additional ad spend with China being responsible for 10% hmm
intra business together China that’s right 10 percent come on however this
tells us a couple of things yes there will be more digital advertising in the
future that also means that your digital advertising platforms are going to
become more competitive some paying attention those best practices using
compelling content having some sort of strategy in place are gonna be very very
important here in the next coming years as they always have been yes but when
there’s less competition it’s easier to let some of those things slide now we
got a catch catch up so speaking of things that we have to catch up on
because there is increasing competition slick and smooth segue makes it even
smoother when you call it out that’s like how explaining your joke makes it
funnier yeah but we have some great b2b video benchmarks from Vidya
good job now b2b videos another thing that marketers really should be paying
attention to given that LinkedIn has its own native format now all of the major
social networks are now promoting made it videos so vidyard is a group of folks
who oughta know their stuff about video and they had some interesting takeaways
from their usage statistics they found that the average length of video on
their site is four minutes but 23% of all the videos on the site are two
minutes or less so that four minute average is kind of skewed by some longer
outliers but really the meat of their videos are 2 minutes or less so in 2016
the average length with over 13 minutes so businesses are figuring out that the
shorter the video the more engagement you are likely get people are dialing
straight into their value proposition a lot more quickly not to say you can’t
have longer video but it should you know you have to justify that for sure that
you have the information that value you’re giving to the audience they did
find that the average completion rate for videos is 52% folks you’re gonna
watch them all the way through but that drops all the way down to 25% for videos
that are 20 minutes or longer yeah so longer the video less likely people are
to watch all the way through I don’t think that’s gonna surprise anybody so
if you have that longer video make sure that your front loading it with stuff to
keep people engaged in watching yeah definitely and maybe plan for more views
during the week our business audiences watching videos you know Thursday I wish
we knew okay crowd during the week peaking on Thursday dropping back on
Friday so of course that makes sense if folks are watching these videos at work
Thursday’s evidently are the best days for this business video consumption
peaks between 9 a.m. and 11 a.m. Pacific time throughout the week and 87% of
consumption occurs on desktop that is huge because so little content is
consumed on desktop now but if you think about b2b content still has that huge
desktop market so I don’t think marketers can’t afford to ignore desktop
in the way that a lot of other Beach folks might yeah definitely so you want
to make sure those videos are a little shorter unless they’re super valuable of
course but you want to make sure that optimized for desktop you should make
more mobile altogether as that is definitely a growth market and b2b right
and get the most views if you post on the weekdays apparently so
think about that as well don’t get out there on the Sunday posting your twenty
minute video at my network out as all just pick you up no it’s not great but
you know what you should do with that longer form content right put in a
podcast hey there you go yeah it all comes back around a podcast all roads
lead to a podcast I’ve seen it well that’s all the news we have for you this
week we’ll be back next week with more news if you need more in the meantime
you can follow me on twitter at tiffany underscore Ellen or top ranked at top
rank that’s true and you can find me on twitter at nitrites that’s an ite WRI
tes and please do make sure to subscribe to the blog and the YouTube channel and
we will see you next time you

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