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The heart of online communication is the people at both ends of the conversation. The specific tools theycustoms come and go as the seasons change and in my years of online digital communication this fact has become more apparent.  Ann recently told our chief executive and co-founder Lee Odden in Inside B B Influence MarketingProfs Ann Handley on Content Marketing and Influence. bctt tweet= Incorporating influencer content is a direct line to building trust and customer confidence. —toprank digital communications Advertisers consumers brands and virtually everyone in between have all had to massively increase their use of digital communications during these challenging recent years leading to more competition than ever before.
  
For advertisers the pandemic has pushed digital ads above percent and the gap between digital and all other formats is now widening. Even among B B marketers US advertising mobile number list spending is expected to reach $ billion by nearly half of which will be on digital advertisinggoes  eMarketer However just because we have great communication tools doesn t mean we use them fully in our marketing efforts. The combined art and science of effective B B marketing communications is a topic we ve explored in the following articles marketing and communications leaders to inspire you in Remote communication capabilities for B B marketers The universal translator how marketers can improve communication.



However just because we have great communication tools doesn t mean we use them fully in our marketing efforts. —  username toprank — Elevated customer journey expectations The touchpoints what B B customers are now looking for during their coronavirus-era purchase journey runs from well before the start line to well past the finish line of sale. Before the pandemic B B buyers had long-established go-betweens for predictable interactions with brands. Now companies that rely solely on those traditional touchpoints for customer interaction risk not being there for their potential customers in the new places where buyers expect to find brands — be it a new set of social media platforms like Clubhouse Human or chatbot live chat or text.