Set up a proper test to enhance campaign effectiveness, and improve programs for specific audiences. Evaluate and accurately report on your results to make informed decisions. Presenter:. Jonathan Woodward is head of demand generation and account-based marketing (ABM) at Adobe Digital Experience Cloud, Americas.

Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.

For TikTok, this is a natural progression of its paid advertising as it looks to improve the effectiveness of campaigns run on its platform. Among the major short-video platforms, TikTok is the furthest along in developing its ad business. Aside from Triller, TikTok is the only short-video venue that offers paid advertising.

Last year, almost every marketer surveyed (95%) curated an organic content marketing presence on LinkedIn, more than they did on all other social platforms, including YouTube. LinkedIn was the most-used platform for paid content marketing as well, with 76% of respondents reporting such investments. Building an Organic Presence.

According to the Incite Group’s May 2019 research, 36.1% of B2C brand marketers and 34.4% of agency respondents said they considered ephemeral content such as Stories critical to their content marketing efforts. (As mentioned above, B2B respondents were significantly less likely to consider ephemeral content critical.).

However, standards are still lacking for more precise consumption metrics that will allow better measurement of advertising effectiveness. Downloads are still the currency in ad buying, but they lack specificity in listening patterns. Brands have made podcasting a key part of their digital audio strategies.

Social media platforms that once encouraged the use of vanity metrics such as “likes” and followers as surrogates for marketing effectiveness are now becoming data-driven performance marketing machines.