Global B2B Content Marketers Facing Challenges in Creating the Right Content for the Audience
24%
In 2024, Meta plans to focus on AI and aggressively invest in technology across various aspects of the business, resulting in a 24% YoY increase in Q4 ad revenue, making up $38.7 billion. The company has also experienced a surge in user growth, daily watch time with a 25% YoY increase, as users reshared Reels 3.5 billion times per day, attributing that engagement growth and investment in AI are now paying off.
57%
A July 2023 survey by the Content Marketing Institute and MarketingProfs, sponsored by Brightspot, reveals that 57% of global B2B content marketers struggling to create the right content for the audience. The study also highlights that 54% face challenges in maintaining consistency and differentiation. About 51% of B2B marketers use AI to brainstorm and 45% use it for headline and keyword research and 45% for draft writing.
36%
According to Q3 2023 data from Integral Ad Science, US consumers exhibit the highest receptivity to ads on shopping (36%), news (35%), social media (35%), and entertainment (34%) websites. However, the overall reluctance to embrace ads, with no category exceeding 36%. For retail media, converting the audience to news and entertainment sites may pose challenges as consumers typically not browsing with shopping intent.
17%
Pinterest's Q4 and full-year 2023 results reveal substantial growth and operational efficiency, with a notable increase in net income to $201 million for Q4. Anticipating Q1 2024 revenues in the range of $690 million to $705 million, which would represent 15% to 17% YoY growth, leading to a record-breaking 498 million global monthly active users. The company's adjusted EBITDA saw impressive growth, reaching $365 million in Q4 and $683 million for the full year, demonstrating successful cost management alongside revenue growth. Pinterest's strategic partnership with Amazon is proving fruitful, with approximately 30% of search term ads now featuring Amazon, showcasing the potential of collaborative efforts in digital advertising.
250
Instacart announced a restructuring that includes laying off around 250 employees, constituting about 7% of the workforce, and aligns with reporting Q4 earnings in line with analyst’s estimates. The layoffs, targeting middle management, aim to create a flatter organizational structure and refocus teams on significant projects like advertising efforts on platforms such as Roku and Google Ads.
15.9%
Marketing Week’s 2024 Career & Salary Survey reveals that the socio-economic pay gap for full-time workers has decreased to 15.9% down from 18.2% in 2023 and 19.1% in 2022. Despite the improvement, marketing's class pay gap remains higher than the 12% average identified by the Social Mobility Foundation in 2023. Marketing Week also highlights a gender pay gap of 16% (down from 16.5% in 2023) and an ethnicity pay gap of 8.5%, showing slight improvement from the previous year's 10.2%.
0.8%
The Commerce Department's report indicated a notable 0.8% decline in advanced retail sales for January, signaling a potential early warning for the economy. Despite an anticipated 0.3% drop, the pullback was more significant, with sales, excluding autos, falling 0.6%, well below the expected 0.2% gain. The report, not adjusted for inflation, reveals spending trailing behind price increases, with year-over-year sales up by just 0.6%, while restaurants and bars reported a 0.7% increase. Despite the recent consumer spending decline, U.S. growth has been resilient, with a 2.8% acceleration in spending during Q4 2023, defying recession predictions.