Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there are three significant forces of fragmentation opposing their efforts: specialization of roles, organizational hierarchies, and tactical technology. These forces threaten every marketing organization with two fatal flaws: they slow everything down and fracture the customer experience.
Three forces of fragmentation that marketers must fight:
1. Specialization: all areas of marketing execution have become inch wide mile deep endeavors. As a result, there can be many degrees of separation between key roles such as social marketers, event planners, web administrators, technical writers, etc. What do these people talk about when they get in a room together? Does anyone else care how the events person manages food service or logistics?
Click here to see the three forces of fragmentation that marketers must fight
The US is still the spam capital of the planet, according to a new study. However, using a different set of metrics, it is being outperformed by the like of Belarus, Peru and Iran. In other words, developing countries are punching above their weight and out-polluting America in the online anti-social behaviour markets. On the other hand, the economic powerhouse of the West is ahead on sheer volume in the race to be the number one conduit of commercialised electronic junk. But, say the experts who produced this report, it’s the developing economies that could be hardest hit by the rise of spam.
America is the biggest spam source in the world, according to The Spampionship, a new league table of the 12 biggest spam-producing nations compiled by security vendor Sophos. China is fast emerging as a major source of unwanted email and Russia is in at number three after doubling its share of the spam market. To paraphrase music chart compilers, America has held onto the number one spot but China is in at number two with a bullet. (Or should that be a botnet?)
The Spampionship is not intended to be a roll call of shame, according to Sophos’s head of technology, Paul Ducklin. He claims that the table is meant to be a thought provoking study rather than a finger-pointing exercise.
“We want people to think about security and the consequences of spam,” says Ducklin. “People tend to think it’s harmless, but it’s damaging of lot of economies.”
B2B marketing budgets are rising, but ad pages are declining. This ongoing shift away from traditional advertising creates an expertise gap that publishers should be looking to fill more aggressively with a broad set of marketing services.
Content, of course, lies at the center of this shift – which is good news for publishers. In Ad Age’s annual BtoB marketing outlook survey, 52.5% of marketers said theyplan to increase total marketing budgets in 2014, the first time since 2011 that more than half of B2B marketers expected to spend more than the prior year. Three-quarters said they planned to spend more on content marketing,
The findings are in line with other recent studies. A study by Econsultancy and Adobefound that content marketing was a top priority among 44% of B2B marketers, clearly outdistancing other digital marketing activities. Forrester, in a joint study with the Business Marketing Association, found that that 59% of B2B marketers plan to increase content marketing expenditures in 2014 and that B2B marketers overall expect to spend what analyst Laura Ramos called a “fairly sizable” 12% of budgets on content marketing in the year ahead.
“As buyers rebuff conventional outbound approaches like email and sales calls, marketers must capture their attention through inbound approaches that offer more enticing fare — like benchmarks, social interactions, videos, and games — instead of the conventional product pitch,” Ramos wrote.
Mobile advertising is twice as effective as desktop among the general population and up to four times more effective when targeted towards affluent consumers, a global study from BBC World News has claimed.
The study also found that more affluent consumers around the globe were more connected to the internet via mobile than less affluent users, with 39 per cent accessing the internet via mobile devices at least once and hour – 18 per cent higher than the general population.
In addition, more than half (51 per cent) of affluence consumers use their mobile phone for business, compared to 40 per cent of the population. A third of affluent consumers agreed that brands need to be on mobile if they wish to be considered modern and dynamic – 15 per cent more than the general population.
Furthermore, high income earners were found to be marginally more positive towards advertising on mobile (19 per cent) ahead of desktop (18 per cent). For sites where content is free, 41 per cent said they would be happy to see ads on mobile websites.
MUMBAI: Advertising expenditure in India is forecast to rise by 11.6% during 2014, with spending on digital media growing between three and four times as fast as that on TV and print, a new report has said.
Media investment business GroupM made the prediction in the latest edition of its annual report This Year, Next Year. Digital media were projected to increase 35%, with TV slowing to 12% from last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013.
The report highlighted several factors behind the improvement, the Business Standard reported, including a good monsoon and higher rural incomes and increased spending in an election year.
“We are cautiously optimistic about the media industry in 2014,” said CVL Srinivas, GroupM South Asia. He expected some uncertainty in the first half of the year because of the economic and political environment but added that advertising by political parties ahead of state and general elections would boost adspend by as much as 2.5%.
A stronger second half would drive increased spend in other areas. “Sectors like FMCG, auto and retail will continue a stable increase in ad spends,” he said, “and we will see an increase in rural spending by FMCG and telecoms.”
The report noted that retail’s growth would be helped by the entry of more businesses into the food and beverage sector, regional players stepping up to the national stage and ecommerce reaching into smaller towns.
Read full article
Search Engine Watch
Global mobile advertising is projected to rise 37.4 percent in 2014 to reach spending of $18 billion.
Brazil and Russia will be among the front-runners of this growing industry, as technology advances and large emerging economies stabilize. Meanwhile, mobile advertising in China and India will increase heavily due to expansion of the middle class.
Here’s an overview and some tips on mobile advertising opportunities in BRIC nations.
The number of smartphone users continues to grow in Brazil. Almost 16 million smartphones were purchased in Brazil in 2012 and another 21 million bought in 2013. It was projected that 5 million tablets would be purchased in 2013 and that about 67 million Brazilians would utilize the mobile Internet.
This evidence clearly shows the importance of implementing mobile advertising campaigns in Brazil.
When delving into a mobile campaign in Brazil, take note that the leading operating system for smartphones is Android. Android dominates the industry by making up 56 percent of the market share with Nokia following with 31.5 percent of market share.
Brazilians are receptive to mobile advertisements, according to Nielsen’s Mobile Consumer: A Global Snapshot study. Brazilians enjoy ads that: Contain geographically relevant information Don’t send them to a website out of the app. Give them access to free content. Use simple text or multimedia.
Most Brazilians use smartphones for gaming apps, social media apps, and maps.
By, Gerry Murray
Are IT Buyers so self sufficient that sales people will no longer be needed? Much was made in 2013 of the notion that IT Buyers make a large percent of their decision before engaging with sales. Every major market research company had its own number but they all ranged north of 50%, a scary thought especially if it represented a rising trend.
As shown in the figure below, enterprise IT buyers actually rely very heavily on vendor input for enterprise solutions. Buyers can make categorical decisions like “we need a new CRM or billing system.” But they need a great deal of information from marketing, sales and technical sales in order to complete their decision making processes.
Finding the Right Mix of Marketing and Sales Engagement
Q. What percent of your decision for an enterprise-level purchase when multiple vendors are competing for your business has been made by the time you first speak with a salesperson?
Source: IDC’s 2013 IT Buyer Experience Survey, n = 193
The implications for supporting customer journeys is significant. For purchases that are low cost, familiar and low risk customers want to be as self sufficient as possible. And sellers need them to be because it costs too much for even telesales or online chat to support these transactions. At the other end of the spectrum of course it gets far more complex and that translates into opportunity for vendors - if they are truly aligned with the buyer’s journey.
One of the most important value adds that most sales and marketing lacks is the need toeducate customers on how to buy as much as what to buy. For costly complex purchases, customers need guidance on:
- How to evaluate the strategic priority of the solution as well as the technical and business benefits
- How to build consensus across line of business, corporate IT and other key players in the decision making process
According to our latest IT Buyer Experience research, marketing and sales teams that provide this insight early and often will help buyers make their decisions up to 40% faster, putting them ahead of the competition and ahead of forecast.
For more information on this and related research please contact me at email@example.com.
Network World’s State of the Network gauges IT focus areas within existing and emerging tech
Framingham, Mass. – IDG’s Network World—the premier technology media brand providing network strategy for the connected enterprise—reveals the 2014 results of the Network World State of the Network study (click to Tweet). The annual research provides a comprehensive view of technology adoption trends among the Network World audience. The study indicates that IT decision-makers are seeing budget increases over the next year, with three-quarters anticipating budgets will increase or hold firm for 2014. As IT budgets continue to rise, IT staff headcount is expected to increase as well to meet demands of new IT models and technologies. Those expecting staffing increases estimate headcounts will increase by an average of 17% over the next one to three years.
Emerging Technologies Influence on IT
The quickly advancing next generation technology landscape is driving organizations to invest and prepare for changes made possible by these emerging technologies. Almost half (49%) of IT decision-makers anticipate that emerging technologies will enable their IT organizations to pool resources and drive up utilization, while reducing siloed resources. In fact, IT sees Software-Defined Networking (SDN) as a top technology opportunity with 57% actively pursuing SDN and 46% planning implementation within the next 3 years. WiFi is another substantial driver with 47% in agreement that 802.11ac, an evolutionary wireless LAN specification that leverages several ways to dramatically boost WiFi throughput, will be critical to their organizations’ ability to keep up with demands for wireless access.