In April 2016, WeCom launched as WeChat Work in China, to only moderate success. The pandemic has turbocharged its user growth, however. The app’s integration with WeChat and arsenal of business features will make it a valuable asset for marketers even after offices reopen.
On today's episode, we discuss how LinkedIn is evolving, how successful its creator initiative can be, whether its upcoming social audio platform can compete with Clubhouse, and how user growth and ad revenues are performing. We then talk about whether we can expect nearly all events this year to be virtual, making B2B events more appealing, and how robots can make our lives easier in the office. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.
LinkedIn joins the race against Clubhouse: The platform is the latest to announce its own live social audio feature. It could stand out in the audio wars by focusing more heavily on structured events like conferences and webinars, which would also help it attract B2B marketers.
On today's episode, we discuss in-person events in 2021, how to put on an engaging hybrid conference, and how to consider making money from virtual events. We then talk about Twitch's "Brand Safety Score," new ads envisioning post-pandemic life, and TV makers leaving no ad spot unturned. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.
It’s now easier to reach a considerably wider audience thanks to virtual events. But to garner a strong ROI, event sponsors need to be proactive in generating leads and solid data.
A B2B company’s brand does a lot of heavy lifting. It is the embodiment of who the company is, what it stands for, and how it will serve its customers, employees, and (in a more grandiose fashion) its industry and society.
Top reasons B2B professionals seek external expertise
A common misconception by first-time virtual event organizers is that digital is easier to execute than in-person. But the reality is virtual is just a different beast.
Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.
eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.
Toni Schmelzle, senior marketing manager, team lead, US SMB acquisition at SAP Concur, talks with Rimma Kats, executive editor at eMarketer, about how the company shifted their strategy without the impact of bad data.
For knowledge workers, the coronavirus pandemic brought an abrupt change to daily work life. As many companies shut down their corporate offices—some out of regard for employee safety and others due to government mandates—the norm of conducting business from an office ceased. Without an in-person option, teams were forced into a distributed work model and given little to no time to prepare.
Roughly 69.0% of US companies with over 100 employees will use communication and collaboration tools this year, according to our estimates. That’s an increase of 15 percentage points from 2019, when 54.0% of such companies utilized these tools.
Amid disinformation campaigns over the coronavirus pandemic and the upcoming presidential election, most US buy-side decision-makers are concerned about their ads potentially running up against controversial content on social media.
LinkedIn is the modern professional’s digital Rolodex. Since launching in 2003, it has afforded its users professional network continuity in an era of fluid career movement. In fact, it’s LinkedIn that has helped facilitate greater career mobility from company to company, and even industry to industry.
B2B digital ad spending is bucking the general trend this year and actually accelerating its growth. Jillian Ryan, eMarketer principal analyst at Insider Intelligence, joins fellow principal analyst Nicole Perrin to discuss why that is, and what the future holds for in-person events.
Roughly seven in 10 (71.2%) US ad and marketing executives think it’s at least somewhat unlikely that in-person business events, including conferences and large industry shows, will take place by the end of 2020.
Though the B2B digital ad market represents a small slice of total US digital ad spending in 2020, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.
Selling to influencers and decision-makers isn't easy when done remotely.
Business and marketing plans conceived earlier in the year seem to be no longer suitable in a COVID-19 world.