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Advertising & Marketing Events

Event	Date	Location
Internetweek New York	05/20/2013 - 05/27/2013	New York City NY
OMMA Video	05/21/2013	New York City NY
OMMA Data Driven Marketing	05/23/2013	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

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Tech Marketing Guide to B2B

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Targeting and Measurability Most Important Benefits of Online Advertising

February 7th, 2013

MediaPost

According to a new Marin Software study, conducted by Forrester Research, marketers are using online advertising to drive revenue outcomes, but face challenges without ample visibility into key performance metrics. The study suggests that advanced ad management programs can help advertisers scale ad programs, enable insight into data, offload operational headaches and improve program performance.

Key findings of the study show that advertisers value online advertising because it’s flexible, targetable and drives immediate revenue outcomes. 83% of respondents are already held accountable for revenue outcomes; 79% say that driving revenue is a primary objective for online initiatives. 74% look to technology to ameliorate problems.

View the charts

Categories: Advertising & Marketing Research, Digital Media Research | Tags: 2013, advertising, business, charts, data, digital, digital marketing, digital media, Forrester, information technology, Internet, IT, marketing, media, MediaPost, online, research, tech, technology, web

Samsung Tops In Brand Engagement, Loyalty

February 6th, 2013

MediaPost

Editor’s Note: This week, Marketing Daily brings you exclusive coverage of the Brand Keys 2013 Customer Loyalty Engagement Index (CLEI). Each day, expect a full report on key product/services categories from among the 54 surveyed for this year’s study, including automotive, electronics, retail and technology. This second installment covers electronics, telecommunications and entertainment.

Move over, Apple — there’s a new brand dominating loyalty in the world of consumer electronics.

Samsung, which has scored well in previous years, is now the leader in most of the categories in which it competes (as measured by Brand Keys’ 2013 Consumer Loyalty Engagement Index). The Korean electronics giant comes out on top of the laptop computer (tied with Apple), flat-screen TV and smartphone categories, and was number two among home printers and tablets.

“This is a big turnaround,” Robert Passikoff, Brand Keys founder and president, tells Marketing Daily. “Samsung was always strong, but this is a bit of a switchover. It was a surprise. I guess it shouldn’t have been. I’ve been watching their advertising, and I thought it was really good.”

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: 2013, ads, advertising, Amazon, Apple, business, digital, digital marketing, iPad, iPhone, Kindle Fire, marketing, media, MediaPost, mobile, Samsung, Samsung Galaxy, smartphone, tablet, tech, technology

Marketers: Overworked But Overjoyed

February 5th, 2013

Direct Marketing News

Marketers are an optimistic lot. More than a third (34%) of the 2,620 marketing pros responding to a survey fielded by theAmerican Marketing Association andAquent said their levels of job satisfaction increased in 2012. But–all praise Lennon and McCartney–things appear to be getting better all the time for members of the marketing tribe. Forty-four percent of them expect the situation at the office to become even rosier next year.

Faced with mounting pressure to make better use of advanced data analytics and to adapt to rapidly growing channels such as mobile, one could well assume that the marketer’s lot was one of stress and drudgery. But these new challenges may have had a rousing effect instead. “Big changes like this can often cause people to be invigorated in their jobs. Marketers are now able to use data to predict customer behavior instead of just making guesses,” says Nelson Rodriguez, VP of global marketing for Aquent, an agency that provides companies with temporary marketing talent. “They feel they’ll be learning new skills, and that can be exciting.”

Aquent joined the AMA to sponsor the online survey, conducted last November, which sought to discover salary levels, strategies, and trends in the marketing community. A quarter of the respondents worked at agencies, with the remainder representing industries including healthcare, financial services, and retail. They ranged from entry-level marketers to senior-level executives.

Categories: Advertising & Marketing Research | Tags: 2013, advertising, content marketing, digital, Direct Marketing News, global, HTML5, Internet, marketers, marketing, mobile, online, research, SEO, social, survey, trends, web

Digital Advertising and Marketing: $160B in 2020

February 4th, 2013

Myers Media Business

Total digital advertising and marketing investments are forecast to increase to $160 billion in 2020 from $36 billion in 2012, according to a new report issued by Jack Myers Media Business Report. With average annual compounded increases of 25.4% between 2013 and 2015, and 17.7% annual increases between 2016 and 2020, every media and marketing category is positioned to benefit from digital growth, except yellow pages directories. Digital advertising and marketing growth is forecast by Myers at 25.9% in 2013, compounding 25.3% growth in 2012. While legacy media categories such as network television and magazines are positioned for significant increases in revenues that enable them to compensate for declines in traditional ad revenues, the primary beneficiaries from digital expansion are social marketing, online originated video content, mobile and apps advertising, and interactive TV advertising. Myers’ search marketing forecasts have been published separately.

Click here for Jack Myers Video Report on Marketers Shifting Billions in Promotional Spending to Digital. The full Myers forecast covering 52 legacy and digital media and marketing categories from 2010 to 2020 is available to subscribers at www.jackmyers.com.

Download the chart

Categories: Advertising & Marketing Research, Digital Media Research | Tags: 2013, 2016, business, Chart, digital, digital media, digital technology, growth, information technology, Internet, IT, marketing, media, Myers Media Business, online, PDF, research, tech, technology, web

Global marketing budgets rise

January 24th, 2013

Warc

LONDON/WASHINGTON: Marketing budgets have increased for the first time in more than six months at the worldwide level, according to Warc’s latest Global Marketing Index. The Global Marketing Index, which draws on data from a panel of 1,225 executives, revealed that the monthly index for global marketing budgets stood at 50.4 points in January, on a scale where scores over 50 points indicated a positive trend.

As well as constituting the first growth witnessed on this measure since May 2012, this result marked only the fourth such expansion during the last 16 months.

The Americas enjoyed an increase from 50.2 points to 53.9 points in January month on month. Budgets, however, were being trimmed in Asia Pacific, on 48.1 points, and Europe, on 46.2 points.

“Positive budget setting in the Americas has lifted the index for global marketing budgets into growth territory for the first time since May,” said Suzy Young, Warc’s data editor, said.

Digital Ads Expected To Rise, Mobile Elicits Big M&A Interest

January 23rd, 2013

MediaPost

A broad swath of marketing executives expects interactive advertising to continue its strong growth, this year. According to AdMedia Partners and its 19th annual survey of industry leaders, nearly one-half (45%) of respondents believe digital advertising will grow by 10% to 15% in 2013. The median growth rate remained consistent in the last two years at 13%, reports AdMedia, which surveys executives in the fields of advertising, marketing services, digital marketing, marketing technology, media technology, media or digital media.

Industry heads remain bullish about mobile’s prospects. In fact, four in 10 respondents (40%) say they expect to see an increase of at least 20% in mobile. Plus, the majority (53%) expect video ad spending to grow between 10% to 20%, while over one-half (55%) anticipate social ad spending to grow between 10% and 20%.

For its research, the company surveyed more than 7,400 domestic and international executives late last year — 52% of whom identified themselves as being in the “services/marketing or media technology” fields; 16% of whom said they were in the “content” business; while 32% checked the “multiple/other business” box.

Infographic: The Four Ways Companies Buy IT and How to Sell to Them

January 17th, 2013

This infographic is based on IDC’s 2012 IT Buyer Experience study. It shows how buying teams are structured, how long decisions take, top influencers, and key expectations of vendors. IT sellers can align their sales and marketing activities to these behaviors to help expedite the sales cycle.

For additional resources on the study, including a webinar, click here

Categories: Advertising & Marketing Research | Tags: 2012, 2013, advertising, business, CIO, IDC<, IDG, infographic, information technology, IT, LOB, marketing, research, sales

2013 CMO Predictions Report

January 15th, 2013

This IDC study is part of IDC’s annual top 10 predictions series and focuses on the outlook for the chief marketing officer (CMO) job role. The theme of the study is that the CMO of the future will have to be a “master of data” — capable of collecting and analyzing the streams of data that buyers create as they travel through digital and social pathways. It is IDC’s contention that, in general, this is going to be a difficult journey for many CMOs and their teams as they lack the technical resources to master these skills. As such, a CMO and CIO liaison will need to form, and hiring of technical marketers will ramp up.

According to IDC Group Vice President Rich Vancil, “The challenge for the CMO is dealing with self-educated buyers. These are the smart, resourceful, and socially connected consumers who do their own research before ever entering the formal channels of a vendor’s marketing and selling apparatus. In the wake of all of their self-education is a stream of data that the CMO will have to understand. How much do these buyers know”? Where have they been in their education quest? Where are they going next? What is their sentiment about our products or services?”

“And so the CMO has to become a master of data. The ability to do so is not just a ‘bet the marketing department’ issue: it’s a ‘bet the company’ issue. And for those who do not believe that, just look at the number of companies and industries already transformed by the Internet. And then multiply that rate of change by 5 times or more — and I think you are looking at the very near future.”

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Listen to the webinar: IDC- 2013 Chief Marketing Officer Predictions: Today’s CMO Becomes Master of Data

Categories: Advertising & Marketing Research, Tech Business & Marketing Research | Tags: 2013, advertising, Big Data, business, CIO, CMO, data, digital, IDC<, IDG, information technology, innovation technology, IT, marketing, media, online, web

Content Marketing’s Next Phase

January 8th, 2013

cmo.com

By now, most B2B marketers are well-versed in the benefits of content marketing. The initiative has been steadily growing for a few years, and recent research from Curata’s 2012B2B Marketing Trends Report shows that 87 percent of marketers are currently leveraging some form of this tactic.

Content marketing allows marketers to navigate challenges, such as a limited budget and staff, that would otherwise impact their ability to meet their goals, including driving sales and leads. But aside from driving sales, marketers also cite establishing thought leadership and boosting brand awareness as top marketing objectives. While these goals can be met through content marketing programs, the B2B Marketing Survey found that 43 percent of its respondents do not know whether their content marketing strategies have actually increased inbound leads. Beyond that, the same percentage does not measure the outcome of their content marketing programs.

Categories: Advertising & Marketing Research, Digital Media Research | Tags: 2013, advertising, b2b, business, CMO, CMO.com, content marketing, digital, digital marketing, information technoloty, Internet, IT, marketing, online, research, social, web

Home Page Ads Rise, Ad Base Diversifies

January 4th, 2013

MediaPost

As a result of higher seasonal ad spending, the fourth quarter is typically the strongest of the year for display advertising. But the latest report from Macquarie Securities analyzing home page ad trends suggests that display advertising at the end of 2012 improved in the prior quarter and year-earlier period, too. Overall, more than half (56%) of home page ads running across Yahoo, AOL, MSN and YouTube were oversized/custom units, compared to 45% in the third quarter and 43% in the fourth quarter of 2011. Macquarie uses these units as a proxy for display ad health because they tend to command higher CPMs than traditional ad sizes.

The report noted an increase in purely brand-focused (versus direct-response) advertising in Q4, at 67% of ads — up from 58% in Q3, and 59% a year ago. In terms of industry categories, media and financial services led the way, accounting for 18% and 14% of home page ads, respectively. Holiday promotions in auto, telecom, consumer electronics and retail also drove much year-end advertising.

Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.

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Advertising & Marketing Events

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Tech Marketing Guide to B2B

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Sort Posts By:

Targeting and Measurability Most Important Benefits of Online Advertising

Samsung Tops In Brand Engagement, Loyalty

Digital Advertising and Marketing: $160B in 2020

Global marketing budgets rise

Digital Ads Expected To Rise, Mobile Elicits Big M&A Interest

Infographic: The Four Ways Companies Buy IT and How to Sell to Them

2013 CMO Predictions Report

Home Page Ads Rise, Ad Base Diversifies