Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear it plans to allow the blogging service to continue to operate as a separate business and brand. That includes no Yahoo branding on Tumblr. At the same time, the Web portal will look for ways to integrate advertising, search and content management on the back-end to bolster growth across both companies.
Maintaining a separateness while benefiting from the complementary strengths Tumblr provides is the balance Yahoo aims to strike. “I see this as a clear way to accelerate Yahoo’s growth in our core businesses,” said the company’s CEO Marissa Mayer during a Monday conference call on the deal.
Buying Tumblr is Mayer’s biggest gamble to date in revitalizing the Web portal after snapping up several mobile and other startups since taking the reins last July. For the first time, Yahoo owns a fast-growing social media property to challenge larger rivals like Facebook and Twitter.
With its younger demographic and mobile-focused approach, Tumblr also helps Yahoo in other key areas where it’s trying to gain ground. Mayer pointed out that Tumblr brings “great tools” for content creation, which Yahoo can use in connection with the revamp of its home page and other properties
Which social network is the best for B2B marketing? Facebook, Twitter, LinkedIn, Google+, and YouTube each offer B2B marketers value. Let’s review these top sites from a B2B social marketing perspective so we can crown an undisputed champion.
The Keys to Social B2B Victory
When it comes to using social media as a marketing tool for B2B organizations, which have an end goal of qualified lead generation, the underlying key to success is to drive thought-leadership and credibility around a desired market position that will yield target engagement. To do so, a B2B organization must first have a solid social media plan that defines the market position and a review of the online competition.
The online brand that will be delivered in social must align with a B2B organization’s brand promise, mission, and value proposition. Choosing the appropriate channel(s) depends on a number of factors including:
There¹s an awful lot of excitement in the digital publishing world around native advertising and a lot of new marketing dollars being spent on ads that blend seamlessly with or mimic the forms of content. What there¹s not an awful lot of is proof that native ads actually do what they¹re supposed to do, or even consensus on exactly what that is. A new study by Sharethrough and the IPG Media Lab provides some of the former while raising new questions about the latter.
The study surveyed 4,770 consumers on their responses to native ad formats, with 200 of the participants agreeing to have their eye movements tracked as they looked at different arrangements of ads and content. The results overwhelmingly backed up the central contention of companies like Sharethrough, which helps publishers push their native ads across different platforms: that readers are more likely to pay attention to marketing messages that resemble the content around them.
³As far as we could tell from all the things we measured, it was pretty much an equivalent level of engagement for content and native ads,² says Chris Schreiber, VP of marketing and communications at Sharethrough.
To quantify that, study subjects were 25% more likely to look at a native ad than they were at a banner, and they looked at them 53% more frequently, checking them out 4.1 times per session on average, versus 2.7% for banners.
The only metric in which banners significantly outperformed native ads was in brand recall, where they enjoyed a 38% to 25% advantage. Schreiber says the study authors weren¹t surprised ³because, if you think about it, a banner ad is just a big logo, typically.²
The May 20 conference in New York City will focus on the rise of marketing technology, how it’s changing organizations, and the impact on CMOs and CIOs. The opening keynote is by Eduardo Conrado, who early this year became senior VP, Marketing and IT at Motorola Solutions. Technology and marketing leaders from Nationwide and InterContinental Hotels Group along with executives from Razorfish and GE will discuss new relationships and a transformation underway.
Attendees will hear how savvy marketers and their partners in the tech suite have:
• Removed internal organizational silos
• Adopted marketing-tech platforms
• Unified the consumer experience across multiple channels
• Harnessed real-time data
• Measured performance and attributed growth to various activities
• Improved effectiveness to drive profit
• Justified increased marketing investment
Put “Marketing Technology: The Rise of CMO-CIO Alignment” on your Internet Week New York calendar. Register now for the afternoon conference sponsored by IDG.
Research Conducted by CIO Highlights CIO/CMO Relationship Gaps and Misconceptions to Be Addressed at CIO/CMO Agenda Event
FRAMINGHAM, MA–(Marketwired – Apr 30, 2013) - CIO‘s 2013 CIO/CMO Partnership survey digs into the CIO/CMO relationship from how these executives view each other, to future IT spending. Overall, the results stress that CIOs and CMOs must work together now to ensure investments for automating marketing align with enterprise architecture for maximum business results. The growing need for collaboration and alignment between the CIO and CMO for technology solution adoption — highlighted in the survey — has sparked the launch of the CIO/CMO Agenda event, produced by CIO in partnership with The CMO Club.
CIO and CMO Perceptions The majority of CIOs and CMOs (82% and 77% respectively) describe their relationship with the other as excellent/good and 40% of CIOs and 27% of CMOs believe that the relationship will continue to improve over the next year. One reason for this positive view of the relationship is that respondents most often characterized each other as a consultant or strategic player in technology decisions. However, 14% of CMOs see CIOs as a road block and an additional 19% view CIOs as a risk assessor. One-quarter of CIOs view CMOs as a rogue player (view chart). Adoption of cloud solutions without IT’s approval was also highlighted in IDG Enterprise’s CITE research, including employee use of consumer services (41%) and file sharing tools (31%). To benefit the enterprise, CIOs and CMOs believe that collaboration, agility, innovation, customer insight and influence with the CEO are key to developing a closer relationship, which is necessary for results.
Is the CMO pushing the CIO off the IT budget chair? And if so, how can you forge a relationship with sales and marketing that leverages the best results for all concerned?
There’s a new synergy happening in the boardroom, and while some CIOs are left floundering by fast-shifting demands for them to become more agile, customer-responsive and creative, most are finding that they have more in common with their new best mate, the chief marketing officer, than they ever suspected. Laura McLellan, a research analyst at Gartner Inc, lobbed a grenade into the CIO trenches last year when she claimed that by 2017, the average CMO would control more of the IT spend than would the average CIO.
That’s not an empty promise; at its core, marketing is about communicating. And in today’s hyper-connected world, communicating is about technology.
As commerce becomes e-commerce and direct mail becomes direct email, marketing gains a more central role in organisations. But in a space where customer interaction is increasingly digital and where key technologies are increasingly in the hands of the customer, both the CMO and CIO are working outside their comfort zones.
It only makes sense that they buddy up.
“The CMO lives in the world of art, the CIO lives in the world of science, and today’s market is about a blending of art and science,” says Brock Douglas, who heads IBM Australia’s Smarter Commerce division.
“They each need to develop new skills, and they do that by working across the organisation.”
There are two big questions about marketing as a discipline at the moment. Firstly, is it becoming more, or less, important within organisations? Secondly, has digital completely changed what marketing is or has it fundamentally remained the same?
As you might expect we at Centaur, under the Marketing Week and Econsultancy brands, champion the cause of marketing, and marketers, globally. We believe the value of marketing is, rightly, in the ascendancy. We have always maintained that digital marketing does not exist in isolation. It is part of the bigger whole that is marketing. But digital has undeniably brought new aspects to that whole. So what if we were to reconstitute marketing as it is today with digital and classic fully fused? What would that look like?
Here follows our Modern Marketing Manifesto with its suggested twelve constituents. Its aim is to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.
We believe marketers should sit at the board table and help set strategy. If you do not believe your understanding of markets, products, customers and positioning plays a vital role in shaping strategy then you are not a modern marketer.
Great businesses look beyond the horizon. Great marketers have the vision to define the horizon.
IBM’s Christine Jacobs says content is the foundation for conversation. Jacobs believes successful marketers need to understand their audience, avoidpush marketing, and focus on creating a dialogue. At a BtoB Digital conference in March 2013, IDG Global Solutions Director Howard Sholkin asked Jacobs to share her advice on how to achieve the promise of conversational marketing…
One of the most important marketing metrics is leads generated. They’re vital to build a sales pipeline and in many cases support marketing spend.
In an interview with IDG Global Solutions Director Howard Sholkin in March 2013 at the BtoB Digital conference, IBM’s Christine Jacobs talks about the importance of both marketing experimentation and turning prospects into customers….
IBM’s Christine Jacobs said she is laser-focused on paid, owned, and earned media as a marketing director for North America. She gained many insights five years ago when IBM conducted a review of digital marketing. At a BtoB Digital conference in March 2013, IDG Global Solutions Director Howard Sholkin asked Jacobs to explain what she and her colleagues discovered…