The firings “generated press coverage and publicity that would cost the company millions of dollars to obtain otherwise via the traditional methods of advertising," said Jason Hennessey, CEO of marketing agency Hennessey Digital.

At customer experience intelligence company Calabrio, marketing does mapping of the buying committee to determine which stakeholders are likely to be involved in the purchase. This is done through first-party and third-party data sources, but also by manually searching on LinkedIn, said CMO Rebecca Martin.

Clubhouse has buzz, but social audio isn’t as simple as it looks. The most promising marketing use cases are for thought leadership, virtual events, and influencer marketing.

Integrating Salesforce’s Customer 360 and its mix of marketing, commerce service, and IT features might have sounded good on paper, but it will be a massive multi-year undertaking. Merging parts of disparate solutions like Salesforce and Slack is a delicate and risky task.

Microsoft is acquiring healthcare voice recognition company Nuance Communications in a blockbuster $19.7 billion deal—its second-largest acquisition to date behind its $26.2 billion LinkedIn buy in 2016. The tech giant plans to use Nuance’s AI voice assistant tech to augment its healthcare cloud products.

We also expect LinkedIn to generate over $4 billion, up from $1.58 billion in 2019. Surging Search Advertising. Retail media will boom as advertisers and retailers look to capitalize on growing ecommerce sales. But Google, with its dominant search engine, and other incumbents will benefit from the upstarts’ growth too.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Infutor Data Solutions' Zora Senat, senior vice president, marketing and partnerships, and Ross Epstein, vice president, new projects at SafeGraph, for this Tech-Talk Webinar. They discussed how first- and third-party data can be combined to increase customer engagement.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

No. 8: Pandemic-Driven Pivots Bring New Growth to LinkedIn and Pinterest. LinkedIn and Pinterest may not have much in common when it comes to their use cases, but what they did have in common in 2020 was their ability to pivot during the pandemic to find new ways to grow.

While that growth is from a relatively small base, TikTok has quickly risen among the ranks of major social networks and will overtake LinkedIn this year to seize the No. 3 spot in ad revenue share, behind only Facebook (No. 2) and Instagram (No. 1). TikTok’s explosive growth in ad revenue correlates with its swiftly expanding user base.

From a marketing perspective, we're looking at the holidays like Thanksgiving. We're trying to, through research, understand what food we have coming in and how to serve our customers' needs best. Will this year’s Thanksgiving efforts differ from what you've done in the past? I think we still have some thought to put into that. We have our traditional marketing mix, and we're very flexible.

Earlier this year, Crossover Health launched 17 new clinics near Amazon’s distribution centers across different states—and its roster of clients also includes Apple, Facebook, and Linkedin. Similarly, One Medical has teamed up with Google and Lyft to offer tech-enabled primary care services.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Chris Jacob, director of product marketing at Salesforce. He shared the latest insights from the trailblazers that can help marketers transform their strategy and campaigns—and compete successfully in the new decade ahead.

Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one. To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.

Marketer Takeaway: Think of it as Google Trends meets TikTok hashtag search that brands can use to inform marketing strategy. Marketers can also use it for competitive intelligence, giving brands insight into how their competitors are faring and how their product offering might fit into a market. TikTok.

His authentic and creative approach to marketing himself proved successful, as his video went viral, securing Bonjee 14.8K likes, 192 comments, and most significantly a full-time job within two days.

Twitter was a distant second with 7.9% share, followed by Pinterest with 6.3%, Snapchat with 4.5%, and LinkedIn with 4.3%. A key reason why social advertising has grown rapidly is the ease with which ad buyers can purchase inventory on the platforms.

LinkedIn users, user share, and user penetration by race and ethnicity. TikTok users, user share, and user penetration by race and ethnicity. Time spent on Reddit. The growth rates for social video time are remarkable. In 2017, around 23% of all social network time was spent with video. This jumped to almost 40% in 2020. By 2024, 56.5% of all social network time will be spent watching video.

We said there would be 21.0% US ad revenue growth for Facebook this year, 49.1% for Instagram, 37.1% for Snapchat, 17.6% for LinkedIn and 15.6% for Twitter. But with the effects of the pandemic in play, those growth targets will be incredibly difficult to achieve.

Insights West polling from May 2019 found a similar social media appetite for this age group, which outpaced the older groups for usage on every platform (excluding Twitter, Pinterest and LinkedIn). That’s true for Facebook, too, which was presumed to have lost significant users among younger age groups.

January 2021 research from Opinion Box found social media users in Brazil were most likely to follow brands on Instagram and Facebook than other social media platforms like TikTok or LinkedIn. Data from Mexico told a similar story.

In September 2020 research on the state of performance marketing conducted by market research firm Ascend2, 69% of marketing professionals worldwide said social media marketing was the most effective channel for performance-based marketing programs. That marketers value social platforms for their performance-marketing effectiveness is also apparent in these platforms’ Q3 2020 results.

Given that social audio is already a difficult format for marketing, it’s worthwhile for advertisers to wait and see how Facebook’s plans pan out before implementing a social audio strategy on the platform.