Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.
This whitepaper will provide you with:
- A better understanding of the role content consumption plays in the purchase process for major technology products and services.
- Important insights on creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
- Tips on delivering the right content—in context—to make your brand message stand out in an increasingly crowded landscape.
Download the white paper now
Do you read marketing news, analysis or opinion? What materials do you find most useful when you commission a service? Please complete our quick six-question survey and let us know what works for you. This will help IDG Connect deliver the best possible marketing content in the future.
Take this 6 question survey now
Thanks for your participation!
Too many advertising budgets are still weighted towards printed newspapers and magazines, while mobile and online platforms should be getting a bigger slice of the marketing pie, according to Sir Martin Sorrell, CEO of WPP. Meanwhile, success in media in 2013 means developing your own technology to manage and monetise audience data instead of relying on the likes of Google, says Sorrell.
Presenting the company’s preliminary 2012 results on Friday – a good if “ugly” set of results, the key details of which are below – Sir Martin spelled out the progress the company is making in becoming more digital and even more international: one third of revenue is digital and emerging markets make up 29.4 percent. The target for both is between 35 and 40 percent.
“The two big discontinuities are in print, where clearly clients and agencies are spending too much, and internet and mobile, where they are investing too little,” he says. Echoing Mary Meeker’s now infamous slide from last year, Sorrell points out that print has 25 percent of advertising spend but only accounts for seven percent of consumers’ media time. Conversely, mobile devices account of 10 percent of media time but get just one percent of ad spend.
Real-time bidding—serving up display ads from a winning bidder within milliseconds directly to a targeted prospect—promises to reach mainstream maturity this year. “The advantage of RTB to the marketer is that it takes less effort than standard display ad placements,” said John Dietz, VP-applications at ad verification company Adometry Inc. “You can go to a platform and say, “This is what I want to achieve,’ and you automate the estimated price to achieve that.”
Dietz said RTB, also known as programmatic ad buying, will never capture 100% of the ad-buying market and that there will always be room for agency media buying desks. “I don’t know if the branding guys will be very involved, but for those marketers with performance-based campaigns, I would see budgets for programmatic buying going upwards of 50% of their ad budgets,” he said.