The Evolving Role of LinkedIn in B2B Marketing

"The key thing that I realize every time I look at the data is that the media is telling us a lot of nonsense. I think that the one thing I know is that the data tells a very different story to the media headlines. So I suppose my advice there is, never to accept clickbait at face value. If you're building a marketing plan, do your due diligence, and check the data because the data always surprises me. The one thing I know is that I'm always surprised. There's your key takeaway.” - Simon Kemp

Fresh out of the studio, Simon Kemp, co-founder and CEO of Kepios joined us for the 7th year to discuss the Digital Report 2024 and its pivotal insights. The dialogue kicked off with Simon pondering AI's potential impact on his job, then swiftly moved to the report's core findings. Simon also explored how digital marketing and content strategies are evolving due to generational differences, underscoring the necessity for content creators to adapt across diverse social media channels. Last but not least, Simon addressed the current lack of comprehensive data to include generative AI in this year's report. Last but not least, Simon shared his anticipation for what's on the horizon in the coming year.

Episode Highlights: [0:55] Quote of the Day #QOTD by Simon Kemp. [1:22] Introduction to Simon Kemp, co-founder and CEO of Kepios. [2:59] Are we going to be replaced by AI? [3:57] Key Takeaways for Digital 2024 report. [5:14] TikTok is still growing quickly despite the headwinds. [10:20] Mobile and social media are still growing especially in India. [12:43] Trendlines for e-commerce and search engine use. [15:22] How do you add generative AI to search engine use, for example, Perplexity AI? [17:51] Do generational differences in online behaviour change how digital marketing and content strategies work? [21:14] How do content creators adapt and decide which social media platforms to use? [23:43] Why the horizontal approach of broadcasting across all social media does not work anymore? [28:16] Success on any social media platform is based on chance and preparation. [32:04] Implications of TikTok’s potential ban in the US and how users shift from one platform to another. [35:25] From X (formerly known as Twitter) to Threads and TikTok to YouTube Shorts and Instagram Reels. [36:39] Insights on WeChat, Discord, and Telegram. [44:59] LinkedIn: a B2B social media platform for engagement but don’t discount YouTube. [48:57] The One Thing that Simon Kemp knows about Digital Report 2024 that very few do? [50:04] Why Generative AI usage is not in the Digital 2024 report. [54:59] Is Generative AI a new paradigm or should it be incorporated into existing digital use cases? [60:30] How Generative AI changes digital marketing, branding and advertising. [64:17] What Simon wished to add in the Digital 2024 but could not. [65:40] Closing.

You can find Simon Kemp at X (formerly known as Twitter): https://twitter.com/eskimon and LinkedIn: https://www.linkedin.com/in/eskimon/ and the Digital Report 2024: https://wearesocial.com/sg/blog/2024/01/digital-2024-5-billion-social-media-users/

Podcast Information: Bernard Leong hosts and produces the show. Proper credits for the intro and end music: "Energetic Sports Drive" and the episode is mixed & edited in both video and audio format by G. Thomas Craig.

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