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Digiday Brand Summit

04/27/2014 - 04/29/2014 Nashville TN

Event Marketing Summit

05/07/2014 - 05/09/2014 Salt Lake CIty Utah

Digiday Programmatic Summit

05/14/2014 - 05/16/2014 New Orleans LA

Internet Week New York

05/19/2014 - 05/25/2014 New York NY

Digiday Agency Innovation Camp

06/24/2014 - 06/26/2014 Vail CO

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

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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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Digital advertising hits $43B, passing broadcast TV for the first time ever

VentureBeat

This past year, digital advertising online and via mobile crossed the $40 billion mark for the first time ever, according to the Internet Advertising Bureau. Since 2004, the average growth rate has been 18 percent. And this year, digital ad revenues surpassed broadcast television for the first time.

Not shockingly, mobile is leading the charge.

Search remains the largest overall category, at $18.4 billion, and display hit $7.9 billion, according to the IAB’s numbers, but those categories are growing much slower than mobile and digital video ads. Search is “only” growing at 8.6 percent, while mobile ad revenue jumped 110 percent to $7.1 billion last year, and digital video ad revenue has tripled over the past few years to $2.8 billion.

It’s important to note that, while web and mobile advertising revenues beat out broadcast TV for the first time, broadcast + cable advertising revenues still dwarf the digital take. And, of course, networks are aggressively expanding to new digital means of distribution.

While the digital ad market is expanding, it’s also extraordinarily concentrated — perhaps more so than any advertising market since there were just three TV networks.

Read more…

Infographic: Why visual content is better than text

Ragan

Did you know that it’s 50 times easier to get a video to rank on the first page of Google than other content types? Here’s why visuals are an important part of any content strategy.

People process visuals 600,000 times faster than text.

Website visitors typically read only 20 percent of the text on a page.

People retain 80 percent of what they see and only 20 percent of what they read.

If you aren’t incorporating visual content into your organization’s communications strategy, these statistics from an Ethos3 infographicmay be enough to persuade you otherwise.

Here are a few compelling facts:

  • Social media users are 40 percent more likely to share visual content than other types of content.
  • Ninety percent of online shoppers said they find videos helpful when making purchase decisions.
  • It’s 50 times easier to get a video to rank on the first page of Google than other content types.
  • Infographics can improve website traffic by 12 percent.
  • Ninety percent of the information your brain receives is visual.
  • More than 60 percent (65 percent) of people are visual learners.

But there are still more reasons why visual content is important. Check them out in the graphic below:

Click to see infographic

Millennials Trust User-Generated Content 50% More Than Other Media

Mashable

It seems as if millennials have avoided traditional media ever since they learned how to read.

The results of new research by marketing startup Crowdtap and the global research company Ipsos shed new light on how the connected generation gets its news. When it comes to trust, it turns out, millennials almost always choose their peers over professionals.

User-generated content (UGC) is media created by your peers. It includes status updates, blog posts and restaurant reviews — any content from non-professionals without any real motivation besides adding an opinion to the sea of already existing opinions. In a more logical world, it isn’t the type of content we’d trust over a professional’s review.

Ipsos’ study, however, reveals that millennials trust UGC just as much as professional reviews. UGC is also 20% more influential when it comes to purchasing and 35% more memorable than other types of media. You can chalk that up to the fact that millennials spend five hours per day with UGC.

The infographic below gives the visual breakdown of how much time millennials are spending with UGC, where they’re getting it and how it’s affecting the media landscape.

Click to see infographic

The beginner’s guide to measuring social media ROI

Ragan

For a marketer, return on investment defines a campaign’s success, and many executives demand hard numbers.

According to a study of marketing expertsperformed by Domo, however, three out of four marketing experts can’t measure social media ROI.

Let’s look at the basic yet vital aspects of social media marketing ROI.

1. ‘Likes’ and follows: Measuring engagement

The simplest way to gauge social media ROI involves counting followers on Twitter, your “likes” on Facebook, and consumer affiliations on all your other social media sites.

Keeping a spreadsheet to track social media conversions (followers, “likes,” etc.) gives you data to show that your campaign delivered X new social media connections. Facebook shares and Twitter retweets are also vital to documenting a campaign’s success.

Simple tools like Facebook Insights and Twitter Analytics help you track a specific post’s success, pinpointing customers’ response to particular types of content.

To measure the success of a given keyword, hashtag, or unique topic, try Brandwatch, GroSocial, and Keyhole. They explain trends on social networks for the keywords you enter.

Continue reading…

Advertisers Spend Much More With Facebook But Twitter Performs Better

The Wall Street Journal

Advertisers are spending a lot more money on Facebook than Twitter–even though Twitter ads deliver better results.

That’s the conclusion of a new research report issued by Resolution, a social and search advertising focused agency under the Omnicom umbrella. Based on an analysis of 20 clients’ social media activity in 2013 representing $37 million in ad spending, Resolution found that Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.

Still, the agency says that its clients, which include Pepsi, Lowes, State Farm, McDonald’s, HP , Pier 1, Hertz and FedEx, spent 127 percent more ad dollars with Facebook than Twitter.

On the surface, that makes logical sense, as Facebook boasts of 1.2 billion users vs. Twitter’s 241 million monthly users. During its initial earning report in February, Twitter announced solid ad revenue growth--including $220 million in the fourth quarter of 2013, despite a slowdown in new user adoption. Meanwhile, Facebook’s last few earnings reports have been stellar, particularly as its mobile ad business has taken off.

While keeping in mind that Resolution’s data may be skewed by its particular roster of brands and their unique social media goals, Twitter appears to have major ad momentum. Retailers, for instance, boosted their ad spending on Twitter 257% from third quarter to fourth quarter last year, while their spending on Facebook surged by 94 percent over the same period, Resolution said.

Continue reading…

Programmatic Is Eating the (Advertising) World

Re/code

In 2011, renowned entrepreneur and investor Marc Andreessen famously wrote, “Software is eating the world.” Now, in 2014, I would argue that “programmatic” is eating the world. The world of advertising, that is.

For readers unfamiliar with the concept, programmatic — or programmatic advertising — generally refers to an automated, technology-driven method of selling and buying digital advertising that is used to automate either the transaction itself (for example, real-time bidding), the workflow behind this process, or a combination of the two.

It was only about a year ago that Forbes published an article titled “What Is Programmatic Advertising and Is It the Future?” Now, programmatic is definitely the present, with eMarketer predicting that programmatic advertising will grow from less than $5 billion worldwide in 2011 to more than $32 billion by 2017.

You may balk at such a forecast, but if you think that the reach of digital advertising is limited to devices like cellphones, computers and televisions, you need only look out the window of PubMatic’s New York City office onto Times Square to be reminded that this is not necessarily the case. Each time I visit, it seems as though more of the billboard ads have been converted to digital displays — and digital almost always opens the door for programmatic.

With more and more traditional media making the leap to digital, the opportunities for programmatic will only continue to grow. Case in point: Programmatic radio advertising. As music consumption increasingly goes digital, from radio broadcasts over the Internet to digital services like iTunes Radio, Spotify and ClearChannel’s iHeartRadio, all of the audio and visual ad spots that are created are being bought and sold programmatically.

Read more…

YouTube sees money in gaming-video eyeballs

Reuters

To imagine how YouTube might one day become a money-spinner for content producers, consider the power of the irreverent video gamer and online star PewDiePie over his young, free-spending audience.

Each time the wildly popular YouTube impresario has donned Razer headphones in one of the many zany videos that feature him playing games, the product has sold out.

PewDiePie, who is not paid to endorse the brand, “really helped us in terms of getting traction on a much larger audience,” said Min-Liang Tan, chief executive of San Diego-based Razer, which makes gaming hardware. “It’s incredible that YouTube personalities are coming up … and I think it can only grow.”

PewDiePie’s uncanny trendsetting talent highlights the potential that content related to video games holds for Google Inc as it looks for ways to build its YouTube video platform into a powerful new revenue stream.

Advertisers and media companies are indeed already placing big bets on the likes of PewDiePie and others creating gaming-related content in a bid for the prime but underserved audience of 18- to 34-year-olds that devour video games.

Just last week Walt Disney Co agreed to fork over as much as $950 million to buy Maker Studios, one of YouTube’s largest production and distribution networks. PewDiePie, whose real name is Felix Kjellberg, is Maker’s biggest star.

The success of the 24-year-old, with his profanity laced improvisational videos, matches the explosive growth of video-game-based channels on YouTube. His channel has more than 25 million subscribers who can view his content for free, more than Beyonce’s and PresidentBarack Obama’s channels combined.

Read more…

Google+ and LinkedIn drive few, but more engaged social referrals compared to Twitter, Facebook, and Pinterest

The Next Web

Social discovery and sharing platform Shareaholictoday released its first report examining engaged social referrals. Since many of us spend an egregious amount of time using social media, the company was interested in answering the question “What is our behavior post-click, when we actually interact with a link one of our friends shared socially?”

As such, it was necessary to examine the average visit duration, pages per visit, and bounce rate for each of the top eight social media platforms. Here’s the breakdown (data is from September 2013 to February 2014) from Shareholic, which tracks 250 million users visiting its network of 200,000 publishers.

We already know that LinkedIn and Google+ drive very few referrals compared to their competitors. Yet it turns out the traffic they do drive, is actually quite high on the quality scale.

Google+ users spend more than three minutes diving into links shared by their circles, view 2.45 pages during each visit, and bounce only 50.63 percent of the time. LinkedIn users meanwhile spend over two minutes on each link they click, view 2.23 pages with each visit, and bounce 51.28 percent of the time.

Read more…

8 China B2B Marketing Tips For Western Companies

IDG Connect 0811 8 China B2B Marketing Tips For Western Companies

1) Be flexible, listen to the requirements of the market – When entering a new market, consider it a fresh start and gather data accordingly. Be ready to market your products in a different way or even prepare new products. A common problem Western businesses face is that they cannot (or will not) customize their offering as well as local competitors can.

2) Empower your marketing team – Marketers thrive on information. Make sure your marketing team not only has access to quantitative data, such as data from your web analytics platform and sales figures from the sales team, but also qualitative data, such as information about the quality of leads received by the sales team and feedback from clients.

3) Be prepared for a different sales process – The sales process in China is often very different, and the marketing efforts should be adjusted accordingly. Most notably, the sales process is likely to be longer, more complex and more relationship-driven. It’s important to be aware of these differences and be able to build them into the marketing model. Playing the role of a third-party marketing company, it isn’t uncommon for us to hear conflicting advice from the China-based sales team and the Western-based headquarters. While the sales team may tell us “this is an excellent lead. We’re really excited to build a relationship with ABC Company,” the headquarters may say, “ABC Company didn’t buy now because they wanted something different. I don’t think it’s a great lead.” This shows a difference in understanding of the sales process. Chinese salespeople are generally focused on building relationships first, then making sales later.

For the full list of tips, click here

Studies: Digital media thriving, but press releases still most trusted

Ragan

Digital media is growing.

That may be the overarching theme of Pew’s latest State of the News Media report. It also revealed that most Americans now get their news through a digital platform, with 82 percent using their desktop or laptop and 54 percent saying they get news from their mobile device.

Daily newspapers shouldn’t be discounted quite yet. Subscriptions make up 70 percent of audience-driven revenue for media outlets, totaling $10.4 billion last year.

Inkhouse and GMI conducted a similar study recently, and found that 73 percent of news consumers turn to TV for their news, followed by news websites (52 percent), print sources (36 percent) and radio (25 percent), which barely beat out social media (23 percent).

When it comes to sharing news, email and social media are tops, with email representing 34 percent of news media shares and social right behind at 29 percent.

Click to continue reading and see infographic