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A 2023 study found only 5% of B2B marketers were using genAI to produce videos, a stark contrast to the 51% who used it for brainstorming and the 45% for researching headlines. However, a Capgemini report from October suggests a shift in perspective, with CMOs and executives worldwide predicting image and video generation will rise to a mainstream generative AI application in the next few years.

Agencies that can carve out a niche (like B2B influencer marketing) or specialize in a creative, truly differentiated offering will remain important. But agencies in the 鈥渕issing middle鈥� that lack the scale and sophistication of larger agencies鈥攐r the specialization and unique expertise of smaller ones鈥攚ill struggle to compete, suggested Jamie Gutfreund, founder of Creator Vision.

Where a AWS is really, it's a B2B product that they're selling to businesses, the advertising business and the health of the advertising business is very much dependent on the continued success of its e-commerce sales.

But did you know eMarketer also has a division focused on B2B Media Solutions? Partner with eMarketer today and connect your brand messaging with our powerful audiences. Visit eMarketer.com/advertise to learn more. (00:23):. Hello, listeners. Today is Wednesday, July 31st. We've reached the end of July. Welcome to Behind the Numbers: Reimagining Retail, an eMarketer podcast.

As publisher-run ecommerce and marketplaces spread, genAI can match and update inventory. GenAI can improve conversions on the storefronts and marketplaces many publishers have introduced as new revenue streams. And publishers are banking on the brand equity of their publications as they build out their ecommerce efforts.

Google updated Google Analytics 4 with new ecommerce dimensions and metrics to build reports, allowing consumers to edit standard reports or build them from scratch. Performance Max AI is now available for Google鈥檚 Dynamic Search Ads and Display Ads features. Google Ads introduced its latest API, with more access to its top Search ad spot and more insights for bidding costs.

B2B and sports are two fast-growing areas for creators. A new policy now allows college athletes to be compensated for their name, image, and likeness (NIL). College athletes already command large audiences and regularly create content on social media, per August 2022 data from Curastory. Meanwhile, industry professionals are increasingly building audiences by sharing B2B content online.

As ecommerce growth normalizes and companies prioritize profit, payments providers are facing slashed valuations and tapering revenue growth. This more challenging environment鈥攚hich particularly affects fintechs鈥攑ortends two potential consequences:. Incumbent-led consolidation.

This includes challenger brands focused on growth, B2B companies, and brands that have dedicated part of their budget to performance marketing channels like paid search and social. The majority of advertisers on the MNTN platform are first-time TV advertisers. They see an opportunity to drive performance metrics like return on ad spend and cost per acquisition just like they would on paid social.

Today, Watson comes in the form of B2B software that IBM sells by subscription, like Watson Assistant, Watson Discovery, that help automate backend processes within customer service, document entry, et cetera. Watson tools are used by over a hundred million people, the piece notes. But Gadjo, the most interesting sentence in this article from Mr.

As inflation hampers consumer spending power and discretionary spending budgets fall, retailers have been forced to come up with innovative and creative ways to entice shoppers. Retailers will need to roll out unusual promotional campaigns and discounts to help reduce excess inventory of products no longer in demand.

And despite relatively strong Q2 results, Amazon鈥檚 weaker guidance for Q3 2024 could be a sign that the retail media business, which is reliant on ecommerce revenues, could face headwinds. Walmart Connect and international expansion power retail giant to 26% advertising growth.

An influencer who has mastered the art of B2B social platform LinkedIn. How is it used? The same way 鈥渋nfluencer鈥� would be used in any creator economy conversations, but specific to LinkedIn. Why should you care? More than 1 in 5 people in the US are on LinkedIn, and both the creator economy and B2B ad spend are growing, according to our forecast.

B2B marketers became more focused on data during the pandemic when in-person events鈥攁 classic way of collecting first-party leads鈥攃eased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

B2B Players. Tech Vendors. Vendors provide asset managers with 鈥渙ut-of-the-box" digital solutions across the front, middle, and back offices鈥攊ncluding digitized client onboarding, regulatory compliance, and trade processing. Major players include InvestCloud and Temenos. Asset Servicers. Asset servicers provide outsourced business processes.

In this Analyst Take, we asked analysts from marketing & advertising, retail & ecommerce, connectivity & tech, digital health, and fintech to share their insights on layoffs, hiring freezes, and hiring trends within those industries. Here鈥檚 what they discovered and what they see in store for the future of work.

It takes time to learn a new technology and sometimes, along the way, stumbles happen. As the role of AI in marketing grows, brands must be transparent about how, where, and when they are using the technology. Nearly half (49%) of CMOs in North America plan to focus more on using AI in strategy, creative, and content development for media use over the next 12 months, according to an August 2023 Dentsu survey conducted by B2B International. Here are three missteps brands have made with AI and content creation and what brands can learn from them.

B2B and personal finance ads in the Super Bowl leverage whimsical, creative ads for tools that aren鈥檛 associated with entertainment. This is an extension of an overarching trend of B2B brands recognizing that their buyers are business people, but they鈥檙e also consumers. That means their ads should be consumer-oriented. 5. That weird celebrity stunt is probably a Super Bowl ad.

Microsoft鈥檚 new AI 鈥淐opilot鈥� lands for marketers: Tool promises to help discover consumer categories and automate processes.

Here are three growth areas in generative AI for marketing and ecommerce. 1. Conversational search. Etailers that mimic the personalized, customer-centric in-store experience stand to convert consumers who prefer shopping from brick-and-mortars.

And so there is no question that all of these platforms are integral to our lives in so many ways, whether that's connecting with friends and family, shopping, customer service, being entertained by creators or publisher content, keeping up with news, and the list really just goes on.

Today, VCs would probably much rather back a B2B fintech with a stable, predictable subscription revenue than a B2C fintech that's growing user numbers like crazy, but has no idea how to monetize them. That's not something we were seeing as much before. Also, I know Alex said earlier, that no one is disputing the disruption narrative.

But did you know eMarketer also has a division focused on B2B media solutions? "What," I hear you say. It's true. You can partner with eMarketer today or tomorrow, we'll still be here, and connect your brand messaging with our powerful audiences. You can head to emarketer.com/advertise to learn too much more. Moitree Rahman (00:35):. It's not just one, not just website or desktop or mobile.