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LinkedIn Publishes New Report on Marketing Challenges for Tech Brands

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LinkedIn Publishes New Report on Marketing Challenges for Tech Brands

LinkedIn has published a new report on the rise of ‘Tech Challengers’ in the B2B space, which are mid-market tech brands that utilize emerging technologies to take on much bigger, more well-resourced incumbents in their respective sectors.

As explained by LinkedIn:

Bigger than start-ups, but smaller than enterprise firms, Tech Challengers face the same customer expectations as their larger siblings, but without the gargantuan budgets. To stand out, they need to be agile as a startup, and make their marketing budget stretch further, through innovative, creative, and increasingly digital strategies.”

Given these parameters, Tech Challengers are a good segment to study for marketing examples and tips, which could help in your strategy.

To glean more insight, LinkedIn surveyed more than 200 marketing managers, directors, VPs, executives and CMOs from these challenger brands to learn about their digital advertising goals and challenges, which has culminated in a new, 21-page overview.

You can download the full Tech Challenger guide here, but in this post, we’ll take a look at some of the highlights.

First off, LinkedIn looks at the marketing budgets of Tech Challengers, to get some comparative scope on available ad spend.

LinkedIn says that Tech Challengers spend between 31% and 60% of their marketing budget on digital marketing, with the average being 44%. That equates, on average, to $57,900 per month, with 67% of brands in the segment spending between $10k and $100k.

The majority of that budget goes towards product launches and growth initiatives, with building company profile (brand awareness) not too far behind in the priority list.

LinkedIn Tech Challenger report

In terms of key challenges, the majority still struggle with maximizing conversion, with 70% of marketers selecting ‘converting engagement to sales’ as their biggest issue.

Which is fairly universal. It’s one thing to get people to Like and comment on your posts, but it’s a whole other level when you get them to actually take real action as a result, and get in touch with your brand. That’s long been a confusing element in the digital marketing sector, with some brands hiring people that are great at generating engagement, but not so great at optimizing for sales.

It’s worth considering this in your process, and ensuring that your efforts are focused on the end goal, rather than simply feeding into on-platform metrics.

The report also looks at the most popular CRM and marketing automation platforms used by Tech Challenger brands, as well as the top sources for insights about digital marketing approaches

LinkedIn Tech Challengers report

I’m gonna’ assume that Social Media Today fits into the ‘Digital Marketing Influencers’ category so I can feel good about our input in this respect.

LinkedIn finally delivers some key action points, including crafting the right message relative to each platform and tracking your results to measure marketing spend.

Which, in all honestly, is a little disappointing – I was hoping for some more specific, practical action points based on this pool of marketers, but instead, the action notes are fairly generic, with improving collaboration between marketing and sales being another key point in the summary.

Like, yeah, using the right messaging for each platform is pretty obvious, as is measuring performance. If you’re not doing these, you’re unlikely to see much success – but if you’re working in marketing at all and you’re not focusing on these elements, what exactly are you doing?

Maybe I’ve just read one too many of these reports (and I have read a lot), but again, I was hoping for more specific info from these innovative brands, when instead, this is a more a summary report of their challenges, as opposed to providing solutions.

There are some interesting data points either way, and if you’re working for a Tech Challenger brand, it provides some additional industry perspective for your planning.

You can read LinkedIn’s full Tech Challenger guide here.

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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