Digital Marketing News 4-5-2019: Email Marketing Trends, a New CMO Survey & More

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

This week, get the latest stats on email marketing, digital advertising, and CMO priorities & challenges.

Adobe* and Microsoft have joined forces to better compete against Salesforce.com in the sales and marketing software arena, with the LinkedIn* platform’s recently-expanded targeted audience advertising featuring heavily in the new alliance.

The next generation of hybrid B2B and B2C marketing is focusing on B2E — or “business to everyone” — according to Adobe vice president of digital experience Steve Lucus, with the melding of Adobe Campaign Manager and Marketo a likely prime future goal.

By 2019 global digital advertising spending is expected to increase 4.7 percent, up from the 4 percent predicted in December 2018, while by 2021 spend will reach $329 billion, some of the trends of interest to digital marketers among new forecast data released by Zenith.

Google has begun rolling out automatic transcription to some podcasts on its Google Podcasts app, providing a boon to discoverability via search that will likely help attract new audiences to podcast episodes that include the new Google metadata.

63 percent of B2B companies plan to moderately raise spending on email marketing, with top goals being increased engagement, conversion, and lead generation, according to newly-released survey data.

74 percent of CMOs plan to encourage peer engagement and the transfer of knowledge among talent, while improving digital marketing capabilities and boosting go-to-market processes are the most important agenda items for 2019, according to newly-released research data from the CMO Council.

*Disclosure: LinkedIn and Adobe are TopRank Marketing clients.