Meta Verified, New FT App & Data Competency Learning  

Published 29/09/2023 / FRESH INK

FT Launches New Digital App and opens up FT Weekend to global readers 

The Financial Times has launched a new app for the digital edition of its print newspaper. Readers can choose between five regional editions, plus FT Weekend and HTSI (formerly How to Spend It). It will be the first time FT Weekend will be available on a weekly basis to readers outside the UK. The launch follows the paper’s 9% year on year growth in paid-for readership, as well as its strongest year for advertising since 2015. 

Press Gazette – FT launches new app to recreate print edition for international readers 

Over a Third of B2B Content Marketers Are Spending More time on Content Amplification  

37.2% of B2B marketers are spending more time on content promotion/amplification, than in 2022. 53.5% of are spending the same time – and only 9.3% are spending less. This is despite the advent of generative AI; and figures also show that only around 25% of B2B marketers spend more than 4 hours per week on content promotion. The platform that saw the biggest decline in content promotion, was X.  

Converge – B2B Content Promotion Report 2023 

Experiences build brands, but there’s not enough entertainment say CMOs  

Nine in ten global CMOs believe brands are built through experiences, according to Dentsu Creative. That every aspect of the customer journey should tell the brand story. And more than one-third (35%) are utilising generative AI and social commerce (34%) in their customer experience strategies. There is a healthy consensus that advertising as it stands today doesn’t entertain enough.  

Marketing Charts – Almost 9 in 10 CMOs Around the World Agree That Brands Are Built Through Experiences 

Meta Verified Programme Expands to Facebook and Instagram   

Meta is expanding its Meta Verified program to include businesses, following its launch for creators earlier this year. Initially available on Facebook and Instagram, businesses can purchase a subscription to Meta Verified at $21.99/month per Facebook or Instagram page. Meta plans to extend the program to WhatsApp in the future but did not disclose pricing.  

Tech Crunch – Meta is expanding its verification program to businesses 

B2B Tech Decision-Makers Disappointed by Gated Content from Vendors  

71% of senior business tech decision-makers are disappointed with marketing content, according to the Informa Tech Trust in Marketing Index. The study uncovers the preferences of senior technology decision makers, with 88% believing that high-quality thought leadership improves B2B brand perception. Yet, 71% are often or sometimes disappointed in the value of B2B gated content.    

MarTech Series – Informa Tech Trust in Marketing Index 

CMOs Invest in Data Competency Learning  

Three out of four CMOs say they have elevated their technical competencies significantly (29%) or moderately (47%) in the past three years. More specifically, they are using data analytics to make informed decisions, measure the effectiveness of marketing strategies and understand data integration.  

LinkedIn Collective – A Review of Current CMO Trends Surfaces Key Priorities for Marketing Leadership 


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