2024 Trends in Media and Analytics

Technology and advanced analytics are pivotal for B2B marketers. Reach your intended audience and maximize ROI by leveraging these trends.

Account Based Experience (ABX)

Account based marketing has evolved into experienced-based approaches, incorporating enhanced targeting, personalization, and engagement-driving elements. Artificial intelligence (AI)-powered technology can help marketers identify accounts with higher conversion potential. These solutions improve outcomes and drive down the average cost per conversion. Another aspect of the experienced-based approach is dynamic content personalization. Users have come to expect personalized, relevant content; automating this saves time and improves cost efficiency. Achieving these positive outcomes requires expertise, investment in the right technology and alignment between sales and marketing teams.

Streaming

B2B marketers can leverage the streaming channels that define how we shop and consume news and entertainment. Podcasts are an excellent way to share industry insights and educational content to position a brand as a thought leader. Streaming audio and video advertising offers various targeting options, including placing your message in contextually relevant programming or finding content with a high concentration of relevant viewers or listeners.

Search Engine Marketing (SEM)

AI has played a significant role in Google Ads for years. There are some recent trends worth paying attention to, including uses of AI and machine learning that are designed to maximize results. Now more than ever, it’s important to ensure marketers are using quality assets (ad copy, images, etc.) and giving Google the right signals (quality conversions, keywords/keyword match types) to mitigate wasted spend on unqualified conversions. This is especially critical for B2B marketers since Google searches tend to skew heavily to consumer products and services.

Understanding solutions, identifying which technology is the right fit and working with the right partners for a successful media campaign. Having the right tools to track and analyze performance, and respond in real-time, are other essential components of a comprehensive digital marketing program. ABI