Marketers feel ready for GDPR

The European Union’s General Data Protection Regulation (GDPR) is finally here! But how have marketers been feeling in the final countdown?

Majority of marketers feel prepared for GDPR

Even just a few months ago, it felt like marketers were still concerned about the upcoming implementation of GDPR, but the latest figures from the Direct Marketing Association suggest marketers felt an all-time high of preparedness in the final days before implementation. 

As MobileMarketing reports, 81% felt confident in their own understanding and preparedness for GDPR and 68% believed their employer was on track or ahead of schedule. Worryingly, a fifth (20%) feared their employers would not be compliant on time and a further 7% revealed their organisation still had no plan in place.

Over half (54%) of respondents felt confident that they have received adequate GDPR training, however, a third (34%) believe they needed more training and over a quarter (27%) revealed they hadn’t received any specific GDPR training.

Without guidance, B2B marketers could end up falling for some of the most common GDPR myths. 

Is 2018 the year of B2B influencer marketing?

A recent article from Marketing Land predicts that B2B influencer marketing is about to have its moment. 

It notes that a 2017 study from the Association of National Advertisers and PQ Media forecast total brand spending on influencer marketing to reach $101bn by 2020, up from $81bn in 2016.

There’s no denying that influencer marketing has predominantly been used by the B2C world but it certainly has a role to play in helping B2B brands reach decision-makers. 

B2B brands should consider the following research:

  • A case study by Nielsen Catalina Solutions found that content shared from and created by influencers resulted in 11x higher ROI when compared to the average display ad after 12 months.
  • A staggering 92% of respondents who implemented influencer marketing in 2017 found it to be effective at reaching audiences, according to a Linqia survey.
  • Nearly three quarters (71%) of marketers feel ongoing ambassadorships are the most effective form of influencer marketing, a 2016 Altimeter Research study found. 

SiriusDecisions shines torch on ABM

Kingpin’s senior account manager, Rachael Denman recently attended SiriusDecisions’ ‘Shining a Torch on Account-Based Marketing Event’. So, what is the state of ABM in the B2B world? 

SiriusDecisions’ research director, Nicky Briggs, noted that the overwhelming majority (93%) of research respondents see an increase in average deal size from targeted ABM accounts, with a quarter reporting growth of 50% or more. 

And it seems that B2B marketers are starting to realise the power of ABM. While 40% of marketers spent 10% of their marketing budget on ABM in 2016, over half now spend more than 30%. 

However, ABM is not without its challenges. The biggest barriers to ABM were limited budget, a lack of alignment between sales and marketing teams, and a lack of staff with ABM experience. 

Digital ad revenue grew again in 2017

According to the 2017 year-end state of the digital advertising industry report from the IAB, digital advertising revenue grew 21.4% to $88bn in 2017.

Digital video increased overall share in 2017, reaching $11.9bn, up 33% from $8.9bn in 2016, Marketing Land reports. Search saw further growth, increasing 17.5% in 2017 to $40.6bn. Banner revenues, including banners, sponsorships, and rich media, came in at $27.5bn, up 23% from the previous year. 

Unsurprisingly, mobile is continuing to gain share, accounting for 57% of the overall digital ad mix in 2017, reaching $49.9bn - more than all digital ad revenues in 2014! Since 2010, mobile has seen a CAGR of 71.4%.