Advertising & Marketing Events
Event Date Location

Digital Summit Phoenix

02/04/2015 - 02/05/2015 Acottsdale AZ

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

digital-media

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 Advertising and 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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5 Tips For A Successful Conversion Rate Optimization Program

Marketing Land

If your business is struggling to compete online, it might have less to do with your competitive landscape than with your conversion optimization program.

The simple fact is that many companies can — and do — impede their website optimization efforts by having information silos, territorial teams, groups with tactical mindsets, aversion to change, and an unproductive focus on vanity metrics.

All of the above derail progress even before you factor in other companies who may have better or more mature conversion practices than your own.

Sound familiar? Here are five tips for tackling these internal conversion killers.

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6 tips on Facebook analytics

Sarah Marshall (social media editor, EMEA, WSJ)

It’s tempting to look at the large ‘reach’ number displayed on a Facebook post and conclude your post has been successful. In my view, ‘reach’ is an easy-to-see vanity metric and not what you should be focusing on.

It’s much more useful to look at the percentage of people who actually clicked through to your news site or engaged in some other way after the post had reached them.

Facebook Insights provides some handy numbers, but the most useful ones are somewhat hidden.

Here are my 6 tips in using Facebook analytics and a steer on the numbers to focus on.

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2015 Will See The Rise Of Dark Social

MediaPost

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

A majority of focus today is on social broadcast platforms such as Facebook and Twitter. With the tides shifting toward ephemeral social communication applications as a key driver of sharing, the attribution data of the share — and all of the value that comes with it — is essentially untapped and, in some cases, simply unknown.

According to a recent Radium One study, 59% of all online sharing is via dark social. Further, a whopping 91% of Americans regularly share information via dark social methods. This study also showed that 72% of sharing is simply users copying and pasting long URLs and either e-mailing or texting the information.

 

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Why Apps for Messaging Are Trending

The New York Times

A team at BuzzFeed, the news and entertainment site, knew it had struck gold when it came across a decades-old photo of Dwayne Johnson, the musclebound wrestler and film star known as The Rock, wearing a fanny pack and dated bluejeans.

To drum up more attention, the team changed the picture’s background to a holiday theme and added “Rockin’ around the Christmas Tree” in big lettering. But then, instead of posting the image to BuzzFeed, the team uploaded it to Instagram, the hugely popular photo-sharing service.

The image then took on a life of its own. Mr. Johnson quickly embraced the joke, reposting the picture to his own Instagram account. Nearly 390,000 people indicated they liked the post, and the image became the top topic of conversation on the message board site Reddit.

“We didn’t pour gas on it. We didn’t post it to the home page,” said Summer Anne Burton, editorial director of the 10-person BFF team at BuzzFeed that is dedicated to posting photos and videos to photo and messaging apps. “We just stuck it on Instagram and it took off all over the place. That’s the dream.”

Continue Reading…

2015 Will See The Rise Of Dark Social

MediaPost

Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.

A majority of focus today is on social broadcast platforms such as Facebook and Twitter. With the tides shifting toward ephemeral social communication applications as a key driver of sharing, the attribution data of the share — and all of the value that comes with it — is essentially untapped and, in some cases, simply unknown.

According to a recent Radium One study, 59% of all online sharing is via dark social. Further, a whopping 91% of Americans regularly share information via dark social methods. This study also showed that 72% of sharing is simply users copying and pasting long URLs and either e-mailing or texting the information.

There are a significant number of conversations — and more importantly, potential intent — from a marketing perspective that is simply being ignored and untapped. Currently, there’s an over-reliance on retargeting. Dark social could represent an opportunity to bring balance to the equation.

Read more here… 

Why Apps for Messaging Are Trending

The New York Times

A team at BuzzFeed, the news and entertainment site, knew it had struck gold when it came across a decades-old photo of Dwayne Johnson, the musclebound wrestler and film star known as The Rock, wearing a fanny pack and dated bluejeans.

To drum up more attention, the team changed the picture’s background to a holiday theme and added “Rockin’ around the Christmas Tree” in big lettering. But then, instead of posting the image to BuzzFeed, the team uploaded it to Instagram, the hugely popular photo-sharing service.

The image then took on a life of its own. Mr. Johnson quickly embraced the joke, reposting the picture to his own Instagram account. Nearly 390,000 people indicated they liked the post, and the image became the top topic of conversation on the message board site Reddit.

“We didn’t pour gas on it. We didn’t post it to the home page,” said Summer Anne Burton, editorial director of the 10-person BFF team at BuzzFeed that is dedicated to posting photos and videos to photo and messaging apps. “We just stuck it on Instagram and it took off all over the place. That’s the dream.”

BuzzFeed’s tactics could also offer a glimpse into how some personal messaging apps like Instagram, WeChat and Snapchat — already used by millions of people sharing text or images among friends — will be used in the future.

Read More… 

How To Hire A Data Scientist

ReadWrite

We’re getting Big Data all wrong, and it’s holding us back. By making a fetish of the volume of data we’re collecting, we’ve completely overlooked the most important aspect of our data: analyzing it.

Such analysis is often assumed to be the province of data scientists, those magical unicorns that take one look at a company’s data and declare, “Buy low, sell high!”

Because data scientists can be the difference between success and failure in a company’s use of its data, finding the right kind is critical. It turns out that discovering the right data scientist is similar to analyzing one’s data: you need to make sure you’re hiring the right kind, and that you ask them the right questions.

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Where Viewability Is Today — And Why It’s Critical For Digital’s Tomorrow

Mediapost

On Dec. 16, 2014, IAB released “State of Viewability Transactions 2015,” a position paper that put forth seven principles for viewability transactions in 2015. Since then, the press and the ecosystem at large have engaged in worthy debate and discussion about the meaning of the paper for viewability, measurement, and ongoing deal-making.

Still, with some stakeholders jockeying for position and disparate perspectives aplenty, misleading chatter erupted — and even more than a month out, misconceptions persist.

In order to put everyone back onto the same page, the following is a guide to the basics.

Why did the IAB issue the position paper?

We wanted to explain how viewability measurement is currently performing at an individual publisher level and provide guidance on what is realistic for near-term transactions.

The IAB membership aspires to 100% viewability of all digital ads.  However, we know that technical and measurement challenges make it unreasonable to expect that every ad in a campaign will be 100% t viewable and that individual publishers will deliver 100% viewability across a given campaign.

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How Social Media Marketing Will Change in 2015

Huffington Post

Eight years ago I began my career as a social media marketer. To give this time frame some context, the year was 2007. Myspace was king, as was Digg, both of which are totally obscure today. Facebook was on the rise, Twitter was virtually unknown and Instagram, Google+, Snapchat, Pinterest and Vine didn’t exist.

It’s also important to note that when I say I’m a “social media marketer,” it’s important to emphasize that I began my career working with a credible and reputable agency, which is a far-cry from the fly-by-night so-called ‘social media guru’s’ who run around the Internet these days prophesying about things they have no experience in.

In the 8 years since I’ve started my career, I’ve seen social media marketing change quite a bit, but I have yet to see any of the big changes that will take place this year.

In 2015, social media marketing will change in a major way.

Here’s how you will need to adjust your strategy to stay ahead of the game:

1. Forget the Following:
For the past eight years, businesses have been enticed by social media sites to build their audiences on their platforms. Facebook was the first to roll out an ad platform that allowed page admins to advertise their pages to attract more fans. On a more organic level, many businesses, blogs and personal brands have built their followings through years of shareable content and consistent posting. This all sounds like a perfect recipe for success right? In the end you reap the reward of thousands or millions of fans you can leverage to share and spread your content for free. Here’s the problem… This no longer works and hasn’t worked for years, yet marketers, agencies and businesses are continuing down this terrible bridge to nowhere. It no longer works because social media feeds are crowded more now than ever before. More users have joined as well as businesses, so your ability to compete for attention is now at an all-time low. That being said, don’t waste your time building your following anymore. While it’s still important, keep these efforts in the back of your mind because you’re not going to get the organic reach you once did years ago.

2. Pay to Play:
Once upon a time, I fell in love with the fantasy that social media was free like everybody else, until I realized that it wasn’t. In 2015, you will need to embrace advertising. I’ve talked a lot about Facebook, and I’m about to do it again. Facebook and YouTube have fantastic ad platforms. Give them a try. The thing about advertising that I want to very heavily emphasize is that success in social media in 2015 and beyond will weigh heavily on brand’s being able to develop shareable content and disseminate it quickly. Brands will also need to control the velocity at which content spreads and stays alive in the social space. This is why advertising is so critical. It gives brands the ability to toss out several pieces of content, advertise them, see which ones perform the best and then fire on all cylinders with a larger ad spend to keep things moving. As you consistently pump out content in 2015 that increases in engagement, your following will grow organically and because your content is being engaged with more heavily, it will have a higher organic reach.

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3 Easy Ways to Put Mobile First in B2B Marketing

ClickZ

The world is increasingly mobile, but many B2B brands are lagging behind. Here are three steps to take your business mobile-first.

The Radicati Group predicts that by 2018, 80 percent of email users will access their email accounts via a mobile device — and this goes for all email, not just B2C email. B2C brands already understand the rise in mobility within their user base, and mobile-first strategies are proving to be big winners. In fact, Savings.com, a B2C website, reported a 1000 percent increase in revenue by adopting a mobile-first marketing strategy. But this mobile-centric strategy still evades many B2B brands, often because B2B brands feel their demographic isn’t engaging on mobile devices.

Russell Glass, head of marketing products for LinkedIn, says, “Mobile is becoming increasingly important to B2B marketers because they recognize the captivating nature of that experience. We’ve seen this phenomenon on our own platform with 47 percent of our traffic now coming through mobile.” Meeting your customers where they are is the best way to provide a better experience, and gives you the highest probability for engagement.

Many B2B brands may have forgone a mobile-first strategy because they may not fully understand what “mobile-first” really means. In these three easy steps, any B2B brand can put mobile first in their 2015 marketing strategies, and easily provide a better marketing product — and a better experience — for their customers.

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