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Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Reach Global Markets
Through Social Media and
Creative Content
Development
Derek Edmond
Managing Partner
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
What does the online
environment look like for
digital usage and social media
activity, across the globe?
QUESTION
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Global Digital Snapshot: Key Indicators
• +4.66 Billion active users online
• +4.14 Billion active social media profiles
• +5.2 Billion unique mobile users
• ~6 hours and 55 minutes spent on the
internet each day (~3 hours and 37
minutes via mobile phone)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Global Digital Snapshot: Year on Year Growth
• Our population has grown 1% (81 million)
• +7.4% users online (+321 million)
• +2% growth in unique mobile users (+102
million)
• +12.3% social media adoption (+453 million)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
COVID-19: Increase in Online & Digital Activities
Percentage of internet users 16 – 64 (in select
countries) who report spending more time in
select online activities due to COVID-19
• 43% spending longer on social media
• 42% spending longer on messaging services
• 36% spending more time on mobile apps
Source: We Are Social - https://www.slideshare.net/DataReportal/digital-2020-july-global-statshot-report-july-2020-v01
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Adoption Worldwide
Social media accounts for more than one-third
of our connected time. We now spend an
average of almost 2½ hours per day on social
platforms.
This means that collectively, the world now
spends more than 10 billion hours per day
using social media, which equates to more than
1 million years of human existence.
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Adoption Worldwide
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
The world’s most used social media platforms, based on active users, accounts, or
addressable advertising information (in millions, as of mid October 2020).
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
World's Most Visited Websites (September 2020)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Share of Web Traffic by Device
Digital access through mobile devices exceeds
access through desktops and laptops (Sept 2020)
• 50.2% via mobile phones
• 47.1% via desktops and laptops
• 2.6% via tablets
• 0.06% via other devices (such as gaming
consoles)
Image Source: https://penningtoncreative.com/mobile-vs-desktop/
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Average Mobile Internet Connection Speed Rankings
Worldwide, the average mobile connection speed is 36 mbps. In the US it is 46.1 mbps.
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Average Fixed Internet Connection Speed Rankings
Worldwide, the average fixed connection speed is 85.7 mbps. In the US it is 161.1 mbps.
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Online Content Activities
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Percentage of global users 16 – 64 that consume a
specific type of content via the internet each month
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Use of Voice Search and Voice Commands (Q2 2020)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Worldwide an average of 45% of respondents
ages 16 – 64 use voice search and voice
commands each month on any device.
• The US average is 40% or 10th among nations
reporting
• India is highest at 59% and Japan is the lowest
at 14% (of 42 countries reported)
Image Source: https://seo-hacker.com/voice-search-impact-seo-2018/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Use of Image Recognition Tools on Mobile (Q2 2020)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Worldwide an average of 33% of respondents
ages 16 – 64 use image recognition tools (IE
search lenses) on mobile devices.
• The US average is 23% or 31st among nations
reporting
• Columbia is highest at 64% and Germany is
the lowest at 9% (of 46 countries reported)
Image Source: https://techcrunch.com/2014/02/06/amazon-puts-image-recognition-
into-its-main-ios-app-prepare-to-be-even-more-showroomed-retailers/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
What factors impact digital
marketing success in today’s
global environment?
QUESTION
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
B2B Buying Habits: The B2B Buyer Journey
Source: KoMarketing https://komarketing.com/blog/mapping-the-b2b-buyer-journey/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
B2B Buying Habits: The B2B Buyer Journey
Source: KoMarketing https://komarketing.com/blog/b2b-buyers-journey/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
B2B Buying Habits: Discovery
Percentage of B2B decision makers that indicate they discover new
products or services through each channel or activity.
• 42.9% Supplier Websites
• 40.6% Search Engine Results
• 37.6% Video Sites (E.G. YouTube)
• 36.6% Social Media Websites
• 36.4% Printed Newspapers and Magazines
• 36.3% Online Newspapers and Magazines
• 35.9% Online Advertising
• 34.7% Blogs
• 34.0% Television Ads
• 28.1% Radio Ads
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Use of Social Media for Brand Research (Q2 2020)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Worldwide an average of 44% of respondents
ages 16 – 64 use social media websites for brand
research.
• The US average is just 32% or 35th among
nations reporting
• Kenya is highest at 84% and South Korea is
the lowest at 24% (of 46 countries reported)
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
B2B Buying Habits: Research & Validation
Percentage of B2B decision makers that indicate each channel is
“very influential” when researching new products or services to buy.
• 49.1% Recommendations from Experts in my Network
• 46.8% User Reviews
• 46.2% Recommendations from Industry Analysts
• 39.7% Supplier Websites
• 39.2% Recommendations from Colleagues and Friends
• 36.5% Search Engine Results
• 33.5% Video Sites (E.G. YouTube)
• 30.7% Social Media Websites
50.9% that use social media websites go to YouTube, and 48.5% go
to Facebook. This is followed by WhatsApp (38.6%), Instagram
(36.2%), and LinkedIn (33%), rounding out the top 5.
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
B2B Buying Habits: Preferred Ways to Contact Suppliers
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Percentage of B2B decision makers who say they using each
channel to contact a supplier they are interested in buying from.
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Mobile Integration
Source: Google https://www.google.com/webmasters/tools/mobile-friendly/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Mobile Integration
Source: Google https://www.google.com/webmasters/tools/mobile-friendly/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Mobile Integration
Mobile site experience best practices:
• Page Speed (Site Load Times)
• Image Optimization
• Mobile-First Website Layout
• Content Readability
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Facebook
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Facebook by the numbers:
• Reaching 2.14B global users via Facebook advertising
parameters
• 79.9% only access Facebook via mobile phone (versus
18.5% that access on computers and phones and just 1.7%
that only use computers)
• Users average 12 liked posts and 12 advertisements
clicked in the past 30 days, globally, on average.
• Just 0.18% engagement rate (post engagements vs page
followers) on all posts, on average globally
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Facebook
Source: Statista https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Facebook
Source:
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Facebook
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Advertising: Facebook
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Instagram
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Instagram by the numbers:
• Reaching 1.16B global users via FACEBOOK advertising
parameters
• Instagram +1M user growth quarter to quarter in India
(+20M), US (+10M), Indonesia (+5M), Brazil (+4M), Russia
(+3M), Mexico, Japan, Turkey (all +2M), and Vietnam, and
Pakistan
• 0.96% engagement rate (post engagements vs page
followers) on all posts, on average globally
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Instagram
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: LinkedIn
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
LinkedIn by the numbers:
• Reaching +727M global users via LinkedIn advertising
parameters
• LinkedIn as a +1M user growth quarter to quarter in China
(+10M), India and Brazil (+2M), and Australia, Canada,
France, and Indonesia
• US has the largest user base at a +170M reach
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: LinkedIn
Source: Statista https://www.statista.com/statistics/272783/linkedins-membership-worldwide-by-country/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: LinkedIn
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: LinkedIn
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Advertising: LinkedIn
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Twitter
Twitter by the numbers:
• Reaching +353M global users via Twitter advertising
parameters
• Twitter +1M user growth quarter to quarter in the US (+6M),
Japan and Indonesia (+2M), and Germany, India, and the
UK
• Brazil, France, South Korea, and Turkey all have +500K
quarter over quarter growth as well
• US and Japan have the largest user bases at reaches of
+68M and +51M respectively
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Twitter
Source: Statista https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Marketing: Twitter
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Advertising: Twitter
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Advertising: Twitter
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Adoption Worldwide
Source: https://vincos.it/world-map-of-social-networks/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Adoption Worldwide
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot
The world’s most used social media platforms, based on active users, accounts, or
addressable advertising information (in millions, as of mid October 2020).
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
What About “Content Marketing”?
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
What About Successful “Content Marketing”?
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Content Marketing Editorial Calendars
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Content Marketing Tactical Usage
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Content Marketing Distribution
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Content Marketing Distribution
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Content Marketing Performance
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
What’s About Google Search?
• Algorithm updates
• Huge penalties for spammers
(but limited visibility to
impacting factors)
• Better content and marketing
practices
• Trust
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Domain Architecture
Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Language Mapping for Search Engines
Source: KoMarketing https://komarketing.com/blog/seo-strategies-for-multilingual-web-content/ /
• Keep the content for each language on separate web addresses / don’t mix languages on
the web page.
• Avoid side-by-side language translations.
• Consider cross-linking each language version of a page.
• Don’t use cookies to show translated versions of the page and avoid automatic redirection
based on the user’s perceived language.
• Use robots.txt to block search engines from crawling automatically translated pages on your
site.
• If content is duplicate or very similar across regional web pages – such as English variation
content on a German website – utilize the rel-canonical tag to alert Google to the preferred
destination.
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Social Media Strategy Performance
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Digital Marketing Performance
Source: Salesforce https://www.salesforce.com/form/conf/6th-state-of-marketing/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Digital Marketing Performance
Source: Salesforce https://www.salesforce.com/form/conf/6th-state-of-marketing/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Are there any recommended
resources that you use to
support digital marketing
programs that have an
international focus?
QUESTION
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Resources:
• We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide
– https://www.slideshare.net/DataReportal
– https://twitter.com/wearesocial
• Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends
– https://www.salesforce.com/blog/top-marketing-trends-navigate-change/
– https://twitter.com/salesforce
• Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.
– https://www.google.com/webmasters/
– https://twitter.com/googlewmc
• KoMarketing: https://komarketing.com/ and https://twitter.com/komarketing
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
KoMarketing Case Studies:
• L-com Global Connectivity: PPC for B2B E-Commerce
https://komarketing.com/success-stories/navigating-b2b-e-commerce-landscape-l-com-
global-connectivity/
• John Deere MachineFinder: Search, Social, and Content
https://komarketing.com/success-stories/john-deere-machinefinder-case-study/
• Social Media Program for A B2B Trade Organization
https://komarketing.com/success-stories/social-media-program-b2b-trade-organization/
• International Website Optimization: Chinese Site Launch
https://komarketing.com/success-stories/international-website-optimization-chinese-site-
launch/
• KoMarketing: https://komarketing.com/success-stories/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
KoMarketing • @KoMarketing
https://komarketing.com/mass-export-center-2020/
Thank You!
Who has questions?

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Global Digital Landscape and Factors Impacting Digital Marketing Success

  • 1. Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/ Reach Global Markets Through Social Media and Creative Content Development
  • 2. Derek Edmond Managing Partner @KoMarketing – Online Marketing Search • Social • Content Boston, MA Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 3. What does the online environment look like for digital usage and social media activity, across the globe? QUESTION Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 4. Global Digital Snapshot: Key Indicators • +4.66 Billion active users online • +4.14 Billion active social media profiles • +5.2 Billion unique mobile users • ~6 hours and 55 minutes spent on the internet each day (~3 hours and 37 minutes via mobile phone) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 5. Global Digital Snapshot: Year on Year Growth • Our population has grown 1% (81 million) • +7.4% users online (+321 million) • +2% growth in unique mobile users (+102 million) • +12.3% social media adoption (+453 million) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 6. COVID-19: Increase in Online & Digital Activities Percentage of internet users 16 – 64 (in select countries) who report spending more time in select online activities due to COVID-19 • 43% spending longer on social media • 42% spending longer on messaging services • 36% spending more time on mobile apps Source: We Are Social - https://www.slideshare.net/DataReportal/digital-2020-july-global-statshot-report-july-2020-v01 Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 7. Social Media Adoption Worldwide Social media accounts for more than one-third of our connected time. We now spend an average of almost 2½ hours per day on social platforms. This means that collectively, the world now spends more than 10 billion hours per day using social media, which equates to more than 1 million years of human existence. Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 8. Social Media Adoption Worldwide Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot The world’s most used social media platforms, based on active users, accounts, or addressable advertising information (in millions, as of mid October 2020). Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 9. World's Most Visited Websites (September 2020) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 10. Share of Web Traffic by Device Digital access through mobile devices exceeds access through desktops and laptops (Sept 2020) • 50.2% via mobile phones • 47.1% via desktops and laptops • 2.6% via tablets • 0.06% via other devices (such as gaming consoles) Image Source: https://penningtoncreative.com/mobile-vs-desktop/ Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 11. Average Mobile Internet Connection Speed Rankings Worldwide, the average mobile connection speed is 36 mbps. In the US it is 46.1 mbps. Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 12. Average Fixed Internet Connection Speed Rankings Worldwide, the average fixed connection speed is 85.7 mbps. In the US it is 161.1 mbps. Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 13. Online Content Activities Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Percentage of global users 16 – 64 that consume a specific type of content via the internet each month Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 14. Use of Voice Search and Voice Commands (Q2 2020) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Worldwide an average of 45% of respondents ages 16 – 64 use voice search and voice commands each month on any device. • The US average is 40% or 10th among nations reporting • India is highest at 59% and Japan is the lowest at 14% (of 42 countries reported) Image Source: https://seo-hacker.com/voice-search-impact-seo-2018/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 15. Use of Image Recognition Tools on Mobile (Q2 2020) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Worldwide an average of 33% of respondents ages 16 – 64 use image recognition tools (IE search lenses) on mobile devices. • The US average is 23% or 31st among nations reporting • Columbia is highest at 64% and Germany is the lowest at 9% (of 46 countries reported) Image Source: https://techcrunch.com/2014/02/06/amazon-puts-image-recognition- into-its-main-ios-app-prepare-to-be-even-more-showroomed-retailers/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 16. What factors impact digital marketing success in today’s global environment? QUESTION Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 17. B2B Buying Habits: The B2B Buyer Journey Source: KoMarketing https://komarketing.com/blog/mapping-the-b2b-buyer-journey/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 18. B2B Buying Habits: The B2B Buyer Journey Source: KoMarketing https://komarketing.com/blog/b2b-buyers-journey/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 19. B2B Buying Habits: Discovery Percentage of B2B decision makers that indicate they discover new products or services through each channel or activity. • 42.9% Supplier Websites • 40.6% Search Engine Results • 37.6% Video Sites (E.G. YouTube) • 36.6% Social Media Websites • 36.4% Printed Newspapers and Magazines • 36.3% Online Newspapers and Magazines • 35.9% Online Advertising • 34.7% Blogs • 34.0% Television Ads • 28.1% Radio Ads Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 20. Use of Social Media for Brand Research (Q2 2020) Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Worldwide an average of 44% of respondents ages 16 – 64 use social media websites for brand research. • The US average is just 32% or 35th among nations reporting • Kenya is highest at 84% and South Korea is the lowest at 24% (of 46 countries reported) Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 21. B2B Buying Habits: Research & Validation Percentage of B2B decision makers that indicate each channel is “very influential” when researching new products or services to buy. • 49.1% Recommendations from Experts in my Network • 46.8% User Reviews • 46.2% Recommendations from Industry Analysts • 39.7% Supplier Websites • 39.2% Recommendations from Colleagues and Friends • 36.5% Search Engine Results • 33.5% Video Sites (E.G. YouTube) • 30.7% Social Media Websites 50.9% that use social media websites go to YouTube, and 48.5% go to Facebook. This is followed by WhatsApp (38.6%), Instagram (36.2%), and LinkedIn (33%), rounding out the top 5. Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 22. B2B Buying Habits: Preferred Ways to Contact Suppliers Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Percentage of B2B decision makers who say they using each channel to contact a supplier they are interested in buying from. Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 23. Mobile Integration Source: Google https://www.google.com/webmasters/tools/mobile-friendly/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 24. Mobile Integration Source: Google https://www.google.com/webmasters/tools/mobile-friendly/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 25. Mobile Integration Mobile site experience best practices: • Page Speed (Site Load Times) • Image Optimization • Mobile-First Website Layout • Content Readability Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 26. Social Media Marketing: Facebook Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Facebook by the numbers: • Reaching 2.14B global users via Facebook advertising parameters • 79.9% only access Facebook via mobile phone (versus 18.5% that access on computers and phones and just 1.7% that only use computers) • Users average 12 liked posts and 12 advertisements clicked in the past 30 days, globally, on average. • Just 0.18% engagement rate (post engagements vs page followers) on all posts, on average globally Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 27. Social Media Marketing: Facebook Source: Statista https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 28. Social Media Marketing: Facebook Source: Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 29. Social Media Marketing: Facebook Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 30. Social Media Advertising: Facebook Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 31. Social Media Marketing: Instagram Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Instagram by the numbers: • Reaching 1.16B global users via FACEBOOK advertising parameters • Instagram +1M user growth quarter to quarter in India (+20M), US (+10M), Indonesia (+5M), Brazil (+4M), Russia (+3M), Mexico, Japan, Turkey (all +2M), and Vietnam, and Pakistan • 0.96% engagement rate (post engagements vs page followers) on all posts, on average globally Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 32. Social Media Marketing: Instagram Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 33. Social Media Marketing: LinkedIn Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot LinkedIn by the numbers: • Reaching +727M global users via LinkedIn advertising parameters • LinkedIn as a +1M user growth quarter to quarter in China (+10M), India and Brazil (+2M), and Australia, Canada, France, and Indonesia • US has the largest user base at a +170M reach Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 34. Social Media Marketing: LinkedIn Source: Statista https://www.statista.com/statistics/272783/linkedins-membership-worldwide-by-country/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 35. Social Media Marketing: LinkedIn Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 36. Social Media Marketing: LinkedIn Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 37. Social Media Advertising: LinkedIn Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 38. Social Media Marketing: Twitter Twitter by the numbers: • Reaching +353M global users via Twitter advertising parameters • Twitter +1M user growth quarter to quarter in the US (+6M), Japan and Indonesia (+2M), and Germany, India, and the UK • Brazil, France, South Korea, and Turkey all have +500K quarter over quarter growth as well • US and Japan have the largest user bases at reaches of +68M and +51M respectively Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 39. Social Media Marketing: Twitter Source: Statista https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 40. Social Media Marketing: Twitter Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 41. Social Media Advertising: Twitter Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 42. Social Media Advertising: Twitter Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 43. Social Media Adoption Worldwide Source: https://vincos.it/world-map-of-social-networks/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 44. Social Media Adoption Worldwide Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot The world’s most used social media platforms, based on active users, accounts, or addressable advertising information (in millions, as of mid October 2020). Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 45. What About “Content Marketing”? Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 46. What About Successful “Content Marketing”? Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 47. Content Marketing Editorial Calendars Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 48. Content Marketing Tactical Usage Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 49. Content Marketing Distribution Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 50. Content Marketing Distribution Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 51. Content Marketing Performance Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 52. What’s About Google Search? • Algorithm updates • Huge penalties for spammers (but limited visibility to impacting factors) • Better content and marketing practices • Trust Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 53. Domain Architecture Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2 Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 54. Language Mapping for Search Engines Source: KoMarketing https://komarketing.com/blog/seo-strategies-for-multilingual-web-content/ / • Keep the content for each language on separate web addresses / don’t mix languages on the web page. • Avoid side-by-side language translations. • Consider cross-linking each language version of a page. • Don’t use cookies to show translated versions of the page and avoid automatic redirection based on the user’s perceived language. • Use robots.txt to block search engines from crawling automatically translated pages on your site. • If content is duplicate or very similar across regional web pages – such as English variation content on a German website – utilize the rel-canonical tag to alert Google to the preferred destination. Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 55. Social Media Strategy Performance Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 56. Digital Marketing Performance Source: Salesforce https://www.salesforce.com/form/conf/6th-state-of-marketing/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 57. Digital Marketing Performance Source: Salesforce https://www.salesforce.com/form/conf/6th-state-of-marketing/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 58. Are there any recommended resources that you use to support digital marketing programs that have an international focus? QUESTION Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 59. Resources: • We Are Social: Follow their SlideShare account for regular updates on online marketing trends across regions and worldwide – https://www.slideshare.net/DataReportal – https://twitter.com/wearesocial • Salesforce: Every year they release a new “State of Marketing” report covering B2B and B2C marketing trends – https://www.salesforce.com/blog/top-marketing-trends-navigate-change/ – https://twitter.com/salesforce • Google Webmaster Resources: Stay up to date with the latest information and resources from Google, across website-specific topics of interest. – https://www.google.com/webmasters/ – https://twitter.com/googlewmc • KoMarketing: https://komarketing.com/ and https://twitter.com/komarketing Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 60. KoMarketing Case Studies: • L-com Global Connectivity: PPC for B2B E-Commerce https://komarketing.com/success-stories/navigating-b2b-e-commerce-landscape-l-com- global-connectivity/ • John Deere MachineFinder: Search, Social, and Content https://komarketing.com/success-stories/john-deere-machinefinder-case-study/ • Social Media Program for A B2B Trade Organization https://komarketing.com/success-stories/social-media-program-b2b-trade-organization/ • International Website Optimization: Chinese Site Launch https://komarketing.com/success-stories/international-website-optimization-chinese-site- launch/ • KoMarketing: https://komarketing.com/success-stories/ Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 @KoMarketing Search • Social • Content https://komarketing.com/mass-export-center-2020/
  • 61. Derek Edmond • Managing Partner • LinkedIn: in/dedmond29 KoMarketing • @KoMarketing https://komarketing.com/mass-export-center-2020/ Thank You! Who has questions?

Editor's Notes

  1. Kepios analysis reveals that 99 percent of the world’s social media users access via mobile devices, but just 1 in 5 use a laptop or desktop computer.
  2. Much of this quarter’s growth in social media use is the direct result of the new habits that people adopted during COVID-19 lockdowns.  *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020
  3. LinkedIn omission: the platform has +727M users and ranks 7th in this list
  4. 73% listen to music streaming services 53% watch vlogs 47% listen to online radio stations 43% listen to podcasts
  5. Accessible, personalized content that meets buyers’ needs is a good start, but that content must also be tailored for different personas, and for the different team members who typically decide which solution to purchase.
  6. Conferences, tradeshows, and events are actually the highest percentage at 45.8%
  7. Conferences, tradeshows, and events are typically 4th at 40%
  8. Larger the fan base, the lower the engagement rates. For pages less than 10K fans, engagement rates are 0.52% on average. Over 100K the rate is just 0.1% (5 times less)
  9. There are over 310 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked fourth in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 190 million, 140 million, and 130 million Facebook users respectively.
  10. There are over 310 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked fourth in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 190 million, 140 million, and 130 million Facebook users respectively.
  11. There are over 310 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked fourth in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 190 million, 140 million, and 130 million Facebook users respectively.
  12. ORGANIC: Post, update, restriction, select locations… can get to town / city level PAID: Objective, Settings (NOTE – can send me to Messenger and WhatsApp)
  13. 1.55% engagement rate for profiles with less than 10K followers. 0.62% rate for profiles with over 100K
  14. There are over 310 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked fourth in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 190 million, 140 million, and 130 million Facebook users respectively.
  15. Suggest hashtags and literal location if using the mobile application
  16. 79% of B2B marketers reported their organization has a content marketing strategy. Of those, 70% made major or moderate adjustments to their strategy due to the pandemic.
  17. Almost all (94%) top performers measure their content performance (60% of the least successful do). Four out of five top performers use an editorial calendar (only half of the least successful do).
  18. Almost all (94%) top performers measure their content performance (60% of the least successful do). Four out of five top performers use an editorial calendar (only half of the least successful do).
  19. Of all the content types they use, B2B marketers said blog posts/ short articles and virtual events/ webinars/online courses (both tied at 22%) produced the best overall content marketing results for their organization in the last 12 months.
  20. Of all the content types they use, B2B marketers said blog posts/ short articles and virtual events/ webinars/online courses (both tied at 22%) produced the best overall content marketing results for their organization in the last 12 months.
  21. Of all the content types they use, B2B marketers said blog posts/ short articles and virtual events/ webinars/online courses (both tied at 22%) produced the best overall content marketing results for their organization in the last 12 months.
  22. 81% of B2B marketers report their organization uses metrics to measure content performance. Website traffic (90%) is the metric that is used most often.