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Advertising & Marketing Events

Event	Date	Location
Internetweek New York	05/20/2013 - 05/27/2013	New York City NY
2013 Cause Marketing Forum Annual Conference	05/29/2013	Chicago IL
CMO Strategy Summit	06/04/2013	San Francisco CA
The Corporate Social Media Summit	06/12/2013 - 06/13/2013	New York City NY
Mobile Commerce World	06/24/2013 - 06/26/2013	San Francisco CA
CIO/CMO Agenda	06/26/2013
2012 ANA Digital & Social Media Conference	07/15/2013 - 07/17/2013	Dana Point Ca
OMMA Premium Display	07/23/2013	Los Angeles CA
OMMA RTB	07/25/2013	Los Angeles CA
Digiday Exchange Summit	09/18/2013 - 09/20/2013	Austin TX

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Tech Marketing Guide to B2B

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Yahoo To Ramp ‘Native’ Ads On Tumblr

May 21st, 2013

MediaPost

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

Categories: Advertising & Marketing Blog, Digital Media Blog, Mobile Blog | Tags: 2013, advertising, business, digital, digital media, Facebook, marketing, media, MediaPost, mobile marketing, mobile social marketing, social, tech, technology, Tumblr, Twitter, Yahoo

Which Social Network is Best for B2B Marketing?

May 14th, 2013

Search Engine Watch

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:

Categories: Advertising & Marketing Blog, Digital Media Blog, Social Media Blog | Tags: 2013, advertising, b2b, b2b marketing, blog, BtoB, business, digital, digital marketing, Facebook, Google, Internet, LinkedIn, marketing, media, online, Search Engine Watch, social, social marketing, social media, Twitter, web

CIOs and CMOs Must Collaborate for Business Results

May 1st, 2013

CIO Press Release

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.

Categories: Advertising & Marketing Blog, Digital Media Blog, Tech Business & Marketing Blog | Tags: 2013, advertising, blog, branding, business, CEO, CIO, CMO, consumers, event, IDG, IDG Enterprise, information technology, IT, marketing, media, survey, tech, technology, technology innovation

Mixing with marketing: The CIO-CMO partnership

April 24th, 2013

CIO/CMO.COM

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.”

Categories: Advertising & Marketing Blog, Tech Business & Marketing Blog | Tags: 2013, advertising, blog, business, CIO, CMO, digital, digital marketing, email, IDG, information technology, Internet, IT, marketing, online, ROI, tech, technology, technology innovation, web

Introducing the Modern Marketing Manifesto

April 24th, 2013

eConsultancy

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.

1. Strategy

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.

Categories: Advertising & Marketing Blog, Digital Media Blog | Tags: 2013, advertising, Big Data, blog, business, content, content marketing, data, digital, digital marketing, Econsultancy, Globally, Internet, marketing, multi-screen, online, social, social media, tech, technology, technology innovation, web, Worldwide

Media companies focus on centralizing audience data, adopting responsive design

April 18th, 2013

Media Business

The technology to-do list for business media companies is lengthy, but many have made centralized audience databases and responsive design websites a priority in 2013. The goal behind these complex initiatives? To get a simplified view of customers and to reach them wherever they may be, whether at the office or on the go.

Faced with a multitude of technology options that promise to make their companies more profitable or efficient, business media executives must choose their priorities. This year, publishers with different sizes, business models and vertical markets are focusing their efforts on two technology-driven projects in particular: building out centralized audience databases and creating websites using responsive design.

Other technology initiatives remain on the to-do list, of course, including those that will unlock the potential of publishers’ content assets, help companies use powerful analytics or make magazines more exciting for readers and more targeted for advertisers.

But single customer-portrait databases and responsive design hold particular appeal for media companies because of their potential to help address some thorny issues.

Brent Pearson, CTO at UBM Tech, explained that his company has a private cloud solution that combines both a physical data warehouse and applications that can bring together data from different databases. Pearson has spent years consolidating and merging a succession of databases, he said, starting with the division formerly known as UBM Electronics, then adding the electronics business acquired from Canon Communications and now incorporating data from the formerly separate TechWeb division. “The end goal, to have all of UBM Tech in a single-user database, is still months away,” he said.

Categories: Advertising & Marketing Blog, Advertising & Marketing News, Digital Media Blog, Digital Media News | Tags: 2013, ads, advertising, business, CMO, CTO, data, digital marketing, digital media, digital online, IDG, marketing, media, media business, publishers, response design, tech, technology, UBM, web

76% of the World’s Largest SaaS Companies Use Marketing Automation

April 10th, 2013

ClickZ

If I hear “SaaS” or “cloud” in the news one more time, I’m going to scream! Cloud computing has become a hugely overused buzzword over the past few years, although probably for good reason. Cloud companies have taken the technology world by storm, and have seen growth rates unlike any other sector in software. So why not study their adoption of marketing technologies to see if they are changing the way they go to market just as much as they are changing the tech world?

Software as a service (SaaS) had such an immediate impact because it allowed companies to use software over the Internet. Instead of large, upfront capital investments in hardware and software, companies could simply pay a monthly “lease” and use software via the Internet. Gmail is a great example of a SaaS technology. In the list of the largest SaaS companies, you might also recognize companies like Salesforce.com, VMware, and ExactTarget. Taking a closer look at the 17 largest SaaS companies can give us some interesting insight into adoption trends when it comes to marketing technologies.

Categories: Advertising & Marketing Blog, Advertising & Marketing Research, Digital Media Blog, Digital Media Research, Lead Generation Blog, Lead Generation Research | Tags: 2013, ad management, advertising, blog, business, ClickZ, cloud, digital, digital marketing, Internet, lead generation, marketing, marketing automation, media, online, re-targeting, research, SaaS, salesforce, targeting, tech, technology

Upgrade Your Content Strategy: 3 Brand Builders

April 9th, 2013

Content Marketing Inst.

The term content marketing has been gaining a lot of attention over the last few years, and rightfully so. Content is a lifeline in today’s social ecosystem, so its rise in popularity makes perfect sense. But content marketing holds little benefit if it isn’t supported with a strong content strategy that enables a brand to tell a very consistent story across the media landscape.

Your content strategy should help draw parallels between what’s important to customers and what your brand stands for; it enables marketing teams to create more relevant content based on what your brand is comfortable talking about (and what it’s not comfortable talking about). And it provides opportunities for your employees, partners, and customer service reps to be a part of your story, too.

If you are ready to upgrade your content strategy — or create one from scratch — here are 3 considerations that will help keep your business in line with current content marketing best practices.

1. Move past the content marketing mainstream

Content marketing is more than just fodder for SEO; it’s more than tweeting out a cool photo in real-time during the Super Bowl Halftime Show, and it’s so much more than an infographic that blesses your site with a multitude of back-links. Content must be emotional, tell a story, and aim to impact consumers’ behavior, attitudes, or perception of your brand. And, while search is certainly important, your brand story encompasses much more than what you write on your blog or website.

Marketing 2013: No More Neanderthal Mobile Ads

April 1st, 2013

IDG Connect

Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.

Mobile users have evolved, and mobile advertisers need to catch up.

If 2012 taught the industry anything, it’s that sitting in front of a computer isn’t necessarily a consumer’s preferred means of consuming content. While the mobile uptick was already apparent prior to this passing year, the numbers for 2012 solidify that things are indeed changing. With end-of-the-year mobile analyst reports coming out every day, there appears to be no shortage of data, and all of it points to double-digit increases in smartphone and tablet penetration.

The rise in the popularity of these devices has been married to a fundamental change in the way that people think about, consume and share digital content. The increased acceptance and use of mobile devices has also been accompanied by a change in the mental models of users. Priorities and interaction habits of mobile consumers are changing with the ability to be on the go and with smaller hardware. Bottom line: people’s mobile behavior has evolved and mobile advertisers need to catch up.

From the perspective of cost savings and reduced technical implementation, it may seem like a good idea to just dish up the same experiences to mobile devices that were originally created specifically for the Web. After all, mobile browsers can generally render most of the content out there. While that is the case, just relying on legacy digital display ads or linking people to a bloated Web site with a design that isn’t optimized at all for mobile viewing is out of sync with the expectations of mobile users. Mobile should no longer be an afterthought. While I wouldn’t go so far as to argue that “Mobile First” makes complete strategic sense when thinking about marketing, it is fair to say that mobile should be treated with at least the same priority as Web and in certain scenarios mobile should take precedence.

Categories: Advertising & Marketing Blog, Lead Generation Blog, Mobile Blog | Tags: 2013, ads, advertising, business, digital, IDG, IDG Connect, information technology, Internet, IT, lead generation, Lead-gen, leads, marketing, mobile, online, smartphones, tablets, tech, technology, web

Marketing 2013: No Room for Mad Men

April 1st, 2013

IDG Connect

Marketers have been trying to understand consumer behavior and motivations since the dawn of advertising and propaganda. Technology – from the earliest form of radio broadcasts and then TV – has had a deep impact on how marketing campaigns are strategized and executed. Today’s marketers have resources at their fingertips to get deep consumer insights based on their online and mobile behavior – capabilities that Don Draper and his team would do anything to get their hands on.

Each year, technology gets more precise at targeting the most interested consumers with the highest purchase intents. What trends will we see in 2013?

Mobile ads will grow
I might as well start the predictions off with the most obvious one. Unless you’ve been living under a rock, you’ve heard that mobile advertising is growing at an exponential rate. That’s because it works, and it works because the technology to enable it keeps getting more precise. As companies are able to discern more granular information about mobile users’ behaviors (device, location, etc.) the success of mobile ads will grow.

Reliance on first-party cookies
In the desktop world, marketers had things figured out. By attaching their cookies to popular sites such as NYTimes.com, they could track a user’s behavior, learn more about them and target ads specific to their behaviors. But iOS doesn’t allow third-party cookies, and neither does Android (it’s possible to get around this on Android, but it’s not reliable). But now brands realize the value of mobile ads, and that means they’re ready to do something about it.

Categories: Advertising & Marketing Blog, Digital Media Blog, Lead Generation Blog, Mobile Blog | Tags: 2013, advertising, Big Data, blog, digital, digital ads, digital media, IDG, IDG Connect, IDG Connect Marketing, Internet, marketing, Marketing Trends, media, mobile, mobile ads, online, real-time bidding, RTB, smartphone, TV, web

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Tech Marketing Guide to B2B

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Sort Posts By:

CIOs and CMOs Must Collaborate for Business Results

Mixing with marketing: The CIO-CMO partnership

Media companies focus on centralizing audience data, adopting responsive design

Marketing 2013: No More Neanderthal Mobile Ads

Marketing 2013: No Room for Mad Men