B2B Paid Media

The five main issues that B2B marketers deal with include ad blindness and banner fatigue, accurate targeting, ad quality, ad blockers, and the complexities of attribution and ROI assessment.  In addition to putting marketers’ tenacity and inventiveness to the test, each of these obstacles necessitates a calculated approach to the design and implementation of campaigns.…

Retargeting and remarketing are vital parts of marketing strategies. Consumers are inundated with ads, making it easy for “ad blindness” to set in and keeping them from connecting with the brands that are trying to speak to them. And even if a visitor does click an ad, if it’s their first time to the website,…

Artificial intelligence is seemingly everywhere these days, with 34% of companies already using AI and 42% more exploring its capabilities. And considering tools like ChatGPT have a low barrier to entry and are free to use, it’s not surprising that many teams are trying to figure out how they can use AI to simplify or…

Marketing budgets are often one of the first things to go during a recession, which can be frustrating for marketers who still have goals to meet. In fact, in the second quarter of 2022, marketing budgets shrank by an average of 7%, despite most businesses already underspending. Not only that, but buyers are also watching…

There are some things about the art and science of media buying that haven’t changed much in recent years. But other elements of media buying are in a constant state of flux. Social media is one example. Would you have predicted even one year ago that brands would be skittish of Twitter but taking a…

Since the COVID-19 pandemic, B2B buyers are spending, on average, 33% more time researching products than they did before. This means B2B marketing is more important than ever because buyers are making more thoughtful decisions, and vendors need to ensure their messaging is customer-focused and readily available. But a bombardment of display ads or social…

The great promise of digital advertising was the ability to measure performance and optimize programs. And unlike traditional forms of media, marketers using digital ads would have detailed visibility into attribution. Digital advertising has helped brands big and small reach their target audience using a number of platforms and networks. Self-service tools and reporting allow…

The media strategies that businesses use have a significant impact on how well they can advertise their products and services. With the many options available today, businesses can leverage paid media, earned media and owned media. Out of all the media strategies, owned media is the only form in which a company has control over…

For B2B organizations, determining the right targeting, messaging, and channel for their marketing often requires a great deal of research and testing. And that’s true whether you’re working with paid or organic media. In this episode of B2B Nation we’re talking to Naira Perez, who runs Springhill Digital, a boutique agency that manages paid social…

Media buying is almost as old as marketing itself and it’s undergone similar changes to the larger marketing landscape in recent years. There is, of course, the infusion of data into media buying. We collect it and analyze it in hopes that it will help us find our very niche audiences, which often consist of…

Every marketer knows the importance of social media in today’s world. But there seems to be a lot of confusion when it comes to paid versus organic strategies. The other day I was looking over a survey done by Clutch and was surprised at what I saw: Source It wasn’t that nearly 60% of marketers…

Once upon a time, media advertising meant just a few things: print (magazines and newspapers), radio, television, outdoor (billboards and posters), and direct (flyers and mailings). Digital media has both greatly expanded and greatly limited the ability of these traditional media methods to reach business decision-makers and consumers, which in turn puts B2B media buyers…