Digital Marketing News 3-29-2019: Should B2B Companies Take a Stand on Controversial Issues?

Watch this week’s TopRank Marketing digital marketing news with Joshua Nite (@NiteWrites) and Tiffani Allen (@Tiffani_Allen).

This episode: A new survey shows B2B marketers are feeling vulnerable to high-stakes controversy. Also, LinkedIn rolls out new features, Twitter audits API users, and Amazon grabs a bigger piece of the digital advertising pie.

LinkedIn (client) has launched lookalike audience capabilities for greatly-expanded B2B targeting, and the firm also unveiled new audience templates and interest-based ad product integration with Bing.

LinkedIn announced a new partnership with Adobe that will bring a greater selection of LinkedIn’s (client) account-based marketing features to users of Adobe Experience Cloud, and expand ad targeting with Marketo Engage and Microsoft Dynamics 365 for Sales.

Twitter will require certain heavy B2B API users to enter into commercial licensing agreements based on usage, a move the social media platform said is intended to help increase safety, as it announced a three-month time-frame before the new restrictions begin being enforced.

Amazon’s advertising business is expected to see faster growth in 2019 than Google, while the two giants together will expand to control 61.4 percent of global digital ad spend, according to new report data from WARC of interest to digital marketers.

B2B companies aren’t exempt from taking a stand on values, with 80 percent of business leaders saying they would end a business relationship with vendors that didn’t address such high-stakes communications issues as wage gaps and data security, according to newly-released study data.

Thanks for tuning in, and we hope you’ll join us again next week for a new episode of the TopRank Marketing weekly video news.