Advertising & Marketing Events
Event Date Location

OMMA Chicago

10/21/2014 - 10/22/2014 Chicago IL

iMedia Breakthrough Summit: The Next Wave of Marketing

10/26/2014 - 10/28/2014 Stone Mountain Georgia

Email Insider Summit

12/07/2014 - 12/10/2014 TBA

iMedia Agency Summit: The Agency Re-Defined: Balancing Scale, Scrappiness, & Innovation

12/07/2014 - 12/10/2014 Bonita Springs FL

Search Insider Summit

12/10/2014 - 12/13/2014 Deer Valley UT

2015 International CES

01/06/2015 - 01/09/2015 Las Vegas Nevada

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Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

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With New Ad Platform, Facebook Opens Gates to Its Vault of User Data

The New York Times

SAN FRANCISCO — Facebook built itself into the No. 2 digital advertising platform in the world by analyzing the vast amount of data it had on each of its 1.3 billion users to sell individually targeted ads on its social network.

Now it is going to take those targeted ads to the rest of the Internet, mounting its most direct challenge yet to Google, the leader in digital advertising with nearly one-third of the global market.

On Monday, Facebook will roll out a rebuilt ad platform, called Atlas, that will allow marketers to tap its detailed knowledge of its users to direct ads to those people on thousands of other websites and mobile apps.

“We are bringing all of the people-based marketing functions that marketers are used to doing on Facebook and allowing them to do that across the web,” David Jakubowski, the company’s head of advertising technology, said in an interview.

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Can This Advertising Innovation at “The New York Times” Save Sinking Ad Revenue?

Remember when newspaper print ads were practically a cultural institution? Stroll to the end of the driveway on a Sunday morning for that several-pounder edition and pore through the articles and the ads. Scan the sales at Macy’s, look for a new job, find a matinee time, decide which store has the best price on rib eyes — the Sunday tome was practically the gateway to the world. Then the Internet relentlessly and almost instantaneously stole print advertising’s relevance, leaving publishers searching for new ways to connect with readers and, just as important, generate revenue.

The New York Times Co. (NYSE: NYT  ) may have finally found that cup-of-coffee-worthy formula for advertising, infusing its smart editorial style into content that resonates with an advertiser’s audience in a way that preserves its integrity as a news source.

It’s been a long road back
It’s safe to say that the heyday of traditional newspaper advertising is over, but looking back at what once worked it seems there are a few ingredients for success: The advertising must be compelling and relevant enough to get consumers to spend time with it. But it must also fit its platform — that is, not compromise the spirit, tone and even journalistic mandate of its publication.

The Times recognized the need for innovation early, building one of the smartest and most clickable Internet portals for its flagship newspaper. Like many of its contemporaries, the company has replaced some lost ad revenue with digital advertising, but not nearly enough. It seemed something was missing. Across the Web, digital ad sales climbed dramatically in recent years, but stayed fairly flat at newspapers. Though moderately successful, banner and display ads and pieces from the ad exchanges never found a comfortable seat in the traditional news format. Ad perusers had plenty of other choices, after all, and consumers had left behind the notion of the newspaper as a place to shop.

 

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5 Infographics to Teach You How to Easily Create Infographics in PowerPoint [+ TEMPLATES]

Hubspot

These days, visual content is all the rage. And considering the fact that people are naturally drawn to pictures, images, and other visuals, it’s no wonder it’s become such a dominant force in the marketing world. Just think about how much more prominently visuals get featured in social networks like Facebook and Google+. And what about the rise of visual-focused networks like Pinterest, Instagram, and Vine? There’s no denying it — visual content is here to stay, and marketers who can learn how to master it will have a leg up on competitors who can’t.

When most marketers hear the term “visual content,” the first type that comes to mind is usually the infographic. But how can those who don’t necessarily have a design background — or budget to commission an agency, hire a dedicated in-house designer, or purchase expensive design software — create professional-looking infographics that enable them to leverage the power of visual content? We’re so glad you asked! Here’s a little secret: You can do it right within software you likely already have loaded on your computer. That’s right!PowerPoint can be your best friend when it comes to visual content creation. And to help you get started, we’ve created five fabulous infographic templates you can download for free and use to customize your own infographics right within PowerPoint — as well as some helpful tips and tricks to help you learn how to use PowerPoint to its full potential.

In this post, we’ll highlight some PowerPoint infographic creation basics as well as four of the infographic templates from the download that explain how to easily create infographics in PowerPoint (how meta, right?). Just be sure to download the PowerPoint templates for yourself so you can easily customize the designs you see here!

 

Tune Audiences Into Your Marketing Video Initiative

IDG Connect 0811 Tune Audiences Into Your Marketing Video Initiative

With video consumption on the rise, audiences today expect to able to receive information that is easy to digest and also engaging. It is predicted that by 2016, 1.6 billion people will be watching video online, and the growth of video traffic on the web will rise from 57% to 69% by 2017. As a result, a million minutes of video content will cross the network every second in 2017.

Given the eminence and influence video content will have over the next few years it could become one of the marketing department’s most powerful tools. Videos can be shared as compelling content that can help attract new customers, encourage existing ones to upgrade to a new product or spread product information quickly and efficiently.

Short videos can even be used as an alternative to lengthy text descriptions, telephone calls and face-to-face demonstrations to help a customer chose the right product for them. James McQuivey from Forrester Research believes that one minute of video can be equivalent to 1.8 million words. Video can provide easily accessible, on-demand information that is also engaging to a wider customer base.

Creating video content that is audience-tailored and accessible across multiple devices can keep digital marketing initiatives on the road to success. One quick and easy method of content creation is screencasting. Screencasting software records everything on your screen from applications and mouse clicks to your audio commentary. Screencasting technology is efficient since little investment is required for equipment and unlike working with video cameras or other videography equipment, very little training is needed.

To make successful screencasts, there are a few factors any marketer should consider:

Know Your Audience

With any video marketing initiative, understanding what makes your audience tick should be a priority. One video might be the right hook for a particular viewer, however could completely miss the mark for someone else.

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11 Elements for Mobile Email Design

Mequoda

Designing email newsletter templates and email promotions for mobile devices has never been more important.

Mobile email design is a hot topic as the usage of mobile devices increases. After researching the topic in depth, I’ve come to some elements of mobile email design that should be considered in the development stage. Whether you’re sending an email newsletter or promoting a product or event, your email design needs to be optimized for mobile if your audience is viewing your content on the go. With the number of mobile users increasing, it’s very likely that a significant portion of your audience is using mobile. Here are a few tips for mobile email design.looking at mobile email design 11 Elements for Mobile Email Design

Mobile Email Design Element #1: Font size - Font for mobile emails needs to be larger than that of standard emails. Apple will automatically increase small font to be the minimum of 13 pixels. On Android devices, 16-18 scale-independent pixels are considered medium and large text sizes. Many designers recommend a minimum of 14 pixel font for body text and minimum of 22 pixel font for headlines.

Mobile Email Design Element #2: Concise headlines – I’m taking a note from app design tips for this one. Try working with a 35-character limit on headlines, and put your most important words up front.

Mobile Email Design Element #3: Design – Single and double column design tend to work the best in mobile, with single being favored by developers looking for complete simplicity. A double column design could work for an email newsletter with a full-text featured article. A single column design would increase clarity for snippet-based email newsletters.

Mobile Email Design Element #4: Proper Separation – Do not put clickable images or links side-by-side or your audience may have trouble clicking the desired link.

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Four great reasons why email will never, ever die

CITEworld

As we come back from vacation to an inbox filled with hundreds of emails, most of which we don’t need to read, we might let out an anguished bellow and ask: when will we fix email?

Everyone knows how awful it is: you get flooded, it’s pretend work, it’s inefficient, and so on. And everyone is looking for a way to fix email. And every once in a while, a new app comes along that promises to fix email. And every time, it fails. The reason why is that it can’t.

Sorry. It bothers me as much as it does you, but it’s just the truth. You’re not going to fix email. Here’s why.

Saturation

The simplest reason why email can’t be replaced is its 100% saturation. In enterprises today, everyone — and that means everyone — has email.

In business strategy, we often hear about network effects, whereby the value of a network is the square of the members of a network. This is thought to be a great competitive advantage, because network effects mean your business grows very fast as the network grows, and then is very hard to displace. eBay, for example, has a network effect: Because all the sellers are there, that’s where the buyers go; because that’s where the buyers are, that’s where the sellers go. That makes eBay’s business very robust.

But actually, very few networks achieve saturation, meaning that (for practical purposes) everyone is on the network. And there is a very big difference between using a communication network with almost everyone, and using one where there is everyone. Email is the latter. Alternatives to email, no matter how popular, are the former.

If displacing an ordinary network is hard, displacing a network with saturation is impossible. The barriers are too high. Everyone is already checking email, so everyone sends email. Because everyone sends email, everybody has to check email. It will never end.

Social networks don’t take care of all use cases and don’t have saturation

One big promise for “fixing email” is enterprise social networks — JiveYammer, and many others. To some extent, they have helped things. But anyone in a company that uses those social networks knows that they haven’t gotten rid of email. They can actually improve on some common use cases for email, like task management or quick-fire collaborative conversations. But they don’t take care of all, or even most, use cases. Your boss wants to send information about a major new corporate reorganization or strategy to all 150 people in his organization at once? That’s an email. A vendor wants to touch base in a semi-formal way without interrupting you via phone or email? That’s an email.

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Publications See Pinterest as Key Ally

NY Times

Autumn is not yet upon us, but Jill Waage, a top editor at Better Homes and Gardens, has already predicted some of the biggest trends of the coming holidays. Painted pumpkins are about to replace carved pumpkins. Snowman cookies with jiggly eyes will overtake traditional gingerbread men. And decorative ribbons on Christmas presents are going to get much more creative.

But instead of spotting these trends by consulting colleagues or outside experts, Ms. Waage has tapped Pinterest, the social media site that lets its members pin, or post, images of their favorite foods, hairstyles and clothes. Pinterest has forged close relationships with magazines, especially those focused on women, who make up 71 percent of Pinterest users. It is a leading driver of traffic to certain magazines, and in some cases — like Self — it serves as a bigger source of reader referrals than either Facebook or Twitter.

“That’s one more piece of brain food that editors have,” Ms. Waage, the editorial director for home content at Better Homes, said of Pinterest. “It’s just a subconscious part of their lives now.”

And Pinterest is redoubling its focus on working with publishers. On Monday, Robert Macdonald will join the company to manage media relationships for the site, a job he previously held at Google, and it plans to hire more people in the coming months to work with digital and print magazines.

Joanne Bradford, a Pinterest executive who runs all of its partnerships, noted that because the majority of the content on Pinterest comes from what she described as “professional content creators” like magazines, it’s crucial to educate these titles on how best to use the service.

“We don’t think we’ve invested enough yet to totally capture the opportunity and to help these publishers,” Ms. Bradford said. “We think that they make a lot of quality content that pinners are very passionate about.”

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Native ads are getting a direct-response makeover

Digiday

Native advertising is often used by publishers as a way out of being held to the direct-response metrics that have long been associated with banner ads.

Native was supposed to be a premium ad format that would bolster falling digital CPMs, and it has mainly been viewed as an image-building format. But it was only a matter of time before advertisers would start to demand more than just a lift in awareness or improved reputation and ask for ads that directly drive sales or leads.

Case in point: this ad for The New York Times that’s running on Mashable. The ad has a direct come-on to new digital customers, with a “subscribe” button that’s prominently placed to the right of its branded article. It’s part of a month-long campaign the Times is running on Mashable to drive audience growth.

 Native ads are getting a direct response makeover

The practice is more established among B2B marketers, for whom the format is well suited for white-paper downloads and webinar signups. Lexis Nexis, for example, used this ad on Law.com to drum up business for its MedMal navigator product. But consumer publishers are increasingly hearing requests for native ads to include calls to action.

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Managing Marketing Assets in Today’s Digital Economy

IDG Connect 0811 300x141 Managing Marketing Assets in Today’s Digital Economy

Samantha Warnes, Senior Solution Consultant of Digital Asset Management & Customer Experience Management at OpenText, looks at how organisations need to re-examine the creation, collaboration, production and distribution of digital media to deliver a richer digital marketing experience.

In today’s connected world, marketers are expected to manage content that caters to a richer digital experience. Digital assets have to be available, agile and consistent. Gone are the days when business departments could operate in silos. Now different units have to work with marketing to make the most of content across every distribution point – regardless of whether that is online, physical, over mobile, or even print.

However, ensuring that marketing content – regardless of size or format – is agile and can move at the speed required, means rethinking how digital assets are managed. Organisations need to automate the management of all assets, across all available mediums and consider the following five key areas:

1. Collecting: In the creation and storage of marketing assets, content should be collected and automated to provide a single, authoritative system for all types of marketing media. The result should be a digital asset management system without silos, massive email files, or guesswork as to the correct asset needed for a specific marketing purpose.

2. Managing: The ability to organise, categorise and apply appropriate rights policies to link related assets ensures rich marketing media can be managed efficiently.

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Media Advertising Sees Largest Growth in Over a Decade

IDG Connect 0811 300x141  Media Advertising Sees Largest Growth in Over a Decade

Media Advertising

Media advertising spending will see its largest growth in over a decade, according to Neustar’s Media Intelligence Report for Q2 2014. Companies are focusing more and more on the data that they can collect, and they are trying to use that data for their marketing. However, half of marketers reported that they’re still having trouble linking the data to actionable insights.  Some of the other areas of interest in the study were social, video, and mobile. Social is the only channel that performed above the indexed average for reach efficiency, and video and mobile are becoming a more normal buy. The three areas that Neustar advises marketers to work on for the upcoming year are mobile, video, and attribution.

Inbound Marketing

Ascend2’s Inbound Marketing Research Summary Report takes a look at what’s next for inbound marketing. Currently, 90% of companies are integrating social, search, and content for inbound marketing purposes, and most of them are doing it successfully. For the next year, the most important objectives for inbound are to increase conversion rates and improve lead quality. One of the challenges of inbound is the lack of an effective strategy, which will begin to change as more companies adopt inbound as a top marketing priority.

 

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