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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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How to build audiences with single-subject news products

American Press Institute

As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic.

Topic, not demographics or habits, is now the biggest factor determining where people turn for news. Convenience also matters. These are among the most important findings from the Personal News Cycle research API has conducted along with our partners AP-NORC in our ongoing collaboration called the Media Insight Project.

Readers can now find global, dispersed communities for their passions, which creates new markets for news and media organizations to cover these narrow interests and passions in depth. By creating deep communities around topics that extend beyond geography, publishers can find new business opportunities.

There are many reasons a publisher would want to create a single-subject news site. Among them, single-subject sites can:

  • Attract a new audience and deepen the loyalty of an existing audience
  • Expand upon your existing strengths in a cost-effective way
  • Build a new, innovative product under your company’s brand, but with the flexibility of an independent sub-brand

The single-subject strategy can work well even for relatively small or local publishers. Developing a single-subject news product isn’t just for established brands with endless editorial, technical and sales resources. In this study we specifically sought examples of a wide range of news organizations — from big to small, newspapers and magazines, and examples from around the world.

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Paid, Owned, Earned B2B Content Marketing Trends

How effective is your B2B content marketing strategy? IDG Sponsored 2015 research by Content Marketing Institute and Marketing Profs on how tech marketers have changed their content marketing practices over the last year. This video focuses more specifically on trends within a paid, owned, earned media strategy.

Watch more videos like this.

B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Content Marketing Institute, Marketing Profs, IDG

Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area.

Download the 2015 B2B Tech Content Marketing Report

Watch a VIDEO on paid, owned, earned content marketing trends from this research

 Screen Shot 2015 03 26 at 8.52.05 AM B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Worldwide Cloud IT Infrastructure Market Growth Expected to Accelerate to 21% in 2015, Driven by Public Cloud Datacenter Expansion

IDC

According to the International Data Corporation (IDC) Worldwide Quarterly Cloud IT Infrastructure Tracker, total cloud IT infrastructure spending (server, disk storage, and ethernet switch) will grow by 21% year over year to $32 billion in 2015, accounting for approximately 33% of all IT infrastructure spending, which will be up from about 28% in 2014.

Private cloud IT infrastructure spending will grow by 16% year over year to $12 billion, while public cloud IT infrastructure spending will grow by 25% in 2015 to $21 billion.

For the full year 2014, cloud IT infrastructure spending totaled $26.4 billion, up 18.7% year over year from $22.3 billion; private cloud spending was just under $10.0 billion, up 20.7% year over year, while public cloud spending was $16.5 billion, up 17.5% year over year.

For this second quarterly release of IDC’s Cloud IT market forecast, IDC has expanded its worldwide coverage to include detail for eight regions: Asia/Pacific (excluding Japan), Canada, Central & Eastern Europe, Japan, Latin America, Middle East & Africa, USA, and Western Europe. In 2015, Western Europe is expected to have the highest growth in cloud IT infrastructure spending at 32%, followed by Latin America (23%), Japan (22%), and the US (21%).

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The Power of Knowledge

The Power of Knowledge white paper takes a comprehensive look at the IDG Enterprise 2014 Customer Engagement research to better understand the preferences of the IT buyer. The results find that IT decision-makers do not need more content, but more reliable, credible and accurate information throughout the purchase process.

This white paper will:

  • Explain the challenges IT decision-makers have when it comes to finding useful information.
  • Provide a better understanding of timing, format and relevance of the content that your target audience is searching for.
  • Highlight key ways social sharing of content and social interactions help create a trustworthy brand, and how IT buyers better perceive these brands.
  • Show how technology marketers and sales can better integrate in order to ensure a smoother customer journey.

 

Screen Shot 2015 04 27 at 1.00.24 PM The Power of Knowledge

Click here for your copy… 

IDC Survey Reveals Majority of Manufacturers Worldwide Using Public or Private Cloud

IDC PMS4colorversion 1 IDC Survey Reveals Majority of Manufacturers Worldwide Using Public or Private Cloud

While traditional IT spend is on the decline, manufacturers must update their cloud roadmaps to ensure their investments benefit the business

FRAMINGHAM, Mass., April 13, 2015 – The transition to “cloud also” or “cloud first” is well under way for manufacturers around the globe according to new survey results from IDC.  In fact, in the United States, 41% of manufacturing respondents indicated they are accessing IT resources via the public cloud, based on the IDC Global Technology and Industry Research Organization IT Survey, 2014.  This new IDC study, “Worldwide Cloud Adoption in the Manufacturing Industry,” (Document#MI255221) analyzes the current trends and future plans for cloud adoption among manufacturing enterprises worldwide, based on several IDC surveys including the 2014 IDC CloudView Survey.

  • ClicktoTweet #IDC Survey Reveals Majority of #Manufacturers Worldwide Using Public or Private #Cloud

The advantages of cloud computing for manufacturers are significant, as line of business leaders and their IT organizations increasingly rely on cloud to flexibly deliver IT resources at the cost and speed the business requires.  Traditional IT spend is clearly on the decline, and manufacturers must update their cloud roadmaps to ensure their investments benefit the business.  According to the IDC European Vertical Markets Survey, 2014, almost 50% of European manufacturing respondents noted they have adopted or will adopt ERP in the public cloud.  And in Asia Pacific, 49% of manufacturing respondents are using cloud – public or private – or intend to use cloud, based on the 2014 IDC Manufacturing Insights Asia Pacific Business and IT Priorities Survey.

 

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Mobile ad spending to hit $100B in 2016 and become the biggest digital ad market

VentureBeat

Mobile ad spending is on a tear. It will top $100 billion in 2016 and account for more than 50 percent of all digital ads for the first time, according to market researcher eMarketer.

More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.

It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.

The number of tablet users worldwide is growing more slowly than the global smartphone audience. But tablets will reach more than 1 billion users in 2015. eMarketer said that in many emerging and developing markets, consumers are often accessing the Internet mobile-first and mobile-only, driving marketers to mobile advertising.

The U.S. and China will drive mobile ads in the short term. In 2016, U.S. advertisers are expected to spend $40.2 billion on mobile ads, more than doubling the total from 2014. In China, advertisers will spend $22.1 billion next year, triple the amount spent in 2014. In both countries, mobile will become the majority of all digital advertising next year.

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Not All Social Media Platforms are Equal – How to Pick the Ones That Work for You

Soshable

Launching a new business? Or promoting an existing one? Either way, my guess is that social media figures pretty high on your priority list when it comes to marketing your brand.

Over 70% of all online adults in the United States have a Facebook account. For the first time ever, 56% of senior citizens are on social media. That figure stands at 89% for young ’uns, or users from 18 to 29 years of age. The millennial generation, consisting of young adults born between 1980 to 2000 and accounting for nearly 30% of the US population, see social media as their primary means of connecting with brands. Over half of them claim that “social opinions” directly influence their purchase decisions.

So we all agree that being on social media is unavoidable if you want to be relevant to today’s consumer.

With the explosion of social media platforms, the question now arises, “which social media platforms will give me actual results?” And this, my friends, is the most sensible place to begin your social media journey.

Research Your Options

The first step to social media success lies in being active on the right platforms and engaging with your target audience in the form that they prefer best. But before you make a choice of which platform would work for your business, you need to first figure out what each platform has to offer you and then proceed by eliminating the least attractive ones.

Before we analyze each platform’s pros and cons, let’s see where they all stand with respect to each other.

The data above clearly shows Facebook as the leader in terms of number of users, followed by LinkedIn, Pinterest, Instagram and Twitter – in that order. This data also shows us how in a matter of a couple of years, Twitter has gone from being the third largest network to a lowly number five. At the same time, we see Facebook stagnating in its usage figures in the last year with a barely-there upward blip in 2013.

Let’s arm ourselves with some more facts about the top five social networks before we decide which ones work best for our business.

Facebook offers brands the widest possible reach – with 1.34 billion active users per month, Facebook is light-years ahead of competition. As a platform it is marginally more popular with women than men, it’s also more popular among Hispanics and Whites as compared to African Americans. A trend that has been accelerating in recent years is the exodus of teens from the site with 3 million teens dropping off in the last three years.

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Facebook’s New App That Will Make Video Content HUGE

Quartz

Facebook has rolled out a new app that lets friends (and subsequently their network of friends and so on) add clips to an ongoing video focused on a single topic—April Fool’s Day, for instance. It’s potentially a game-changer for advertisers on the social network, which eventually could use the app to engage directly with consumers. And it’s another example of Facebook’s growing emphasis on video.

It’s easy to envision how the new app, Riff, might have been used during last year’s ALS Ice Bucket Challenge, which over the course of three months generated more than 17 million videos posted on Facebook while raising awareness and money to fight Lou Gehrig’s disease.

The video-driven campaign contributed to the huge increase in the number of video posts on Facebook last year—up 94% in the US and 75% globally. In January, the company said that video views on the social network had reached 3 billion a day. “If you go back five years ago, a lot of Facebook was primarily text, right, and a little bit of photos,” CEO Mark Zuckerberg told investors. “Now, I think the primary mode that people are using to share is photos, and I wouldn’t be surprised if in the future that shifted more and more towards videos.”

Facebook’s challenge is getting users to see the value of Riff. The few companies that have ventured into this niche haven’t seen major success. JumpCam, for instance, ranks No. 1,346 in the App Store’s social networking category, according to App Annie. CompetitorsMixBitCollabraCam, and Vyclone haven’t fared much better in the rankings.

But Facebook is pressing on with its video efforts—at its developer conference last week it announced plans to bring immersive videos with 360° perspective to the social network and its virtual-reality platform, Oculus.

“What really matters is that consumers are using video on Facebook, because that gives us an opportunity, one, to provide a great consumer experience, but two, to have ads match that consumer experience,” chief operating office Sheryl Sandberg said on the company’s most recent quarterly earnings call. “If there wasn’t consumer video on Facebook, video ads in your news feed would be very jarring.”

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