B2B brands focus on new media channels

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 04, 2021, 5:18 AM UTC

Warc and Spotify’s recent study surveyed more than 330 B2B marketers worldwide.

With companies pivoting towards innovation and experiments for their media mix, B2B marketing is being altered. The report finds that two-thirds of B2B marketers worldwide in the tech and telco sectors plan to increase their digital audio budgets in 2021.

The impact caused by COVID-19 has steered marketers away from live events and in-person meetings leading to changes in decision-maker behaviour and accelerating digital disruption. Half of the survey participants reported experimenting with channels they’ve never tried before to boost reach.

Additionally, half of the marketers are trying to find new channels to convey brand stories, while four-fifths are focusing on building stronger brands. Marketers should adapt to the changing audience behaviour, experiment with new channels like audio, and emphasise on creativity in stories and content.

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