Advertising & Marketing Events
Event Date Location

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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The New Premium: How Programmatic Changes The Way Advertisers Value Inventory

AdExchanger

Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all picture the same thing: inventory that was bought or sold directly between a media buyer and publisher’s salesperson. Maybe it would be home page inventory or a section front, a page takeover or rich unit. Or perhaps it would just involve a specific publisher that we agreed equated to “premium.”

New programmatic technologies are radically changing how we think of inventory overall, especially the term “premium.” Inventory is no longer one- or two-dimensional – the definition has become much more complex. It is a multidimensionally defined set of attributes that includes traditionally “publisher-controlled” inputs, such as page location, dimensions of the creative, category and content adjacencies. But today there are additional overlaid attributes that flesh out the definition.

Advertisers can bring their own data to the dance, which we’ll hesitantly call “first party,” and overlay additional data sources, which we’ll hesitantly call “third party.” And beneath the surface level attributes are underlying components that can be much more dynamic. These components can help predict how effectively an impression can drive a campaign’s goals or outcomes.

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5 things we learned about magazines’ digital challenges

Digiday

Top magazine companies from Condé Nast to Rodale to Time Inc. convened this week for their annual confab, called the American Magazine Media 360 Conference 2015. The theme, appropriately, was “What’s Next,” as players discussed how they’re grappling with the challenges and opportunities of adapting to the digital upheaval. Here are the top five things we learned.

Magazines still have a lot to learn about digital
The medium’s come a long way in accepting that digital is here to stay, but executives conceded they have a long way to go in getting the skill sets they need to compete against digital natives that aren’t held back by legacy thinking. Companies have dealt with this gap by hiring outsiders or buying digital companies outright, as Condé Nast has in taking executives from its newly formed entertainment group and embedding them into corporate sales, and Meredith Corp. has in buying Selectable Media, an engagement ad company, and installing its executives at the company. “No question, we have to get better at digital,” Condé Nast president Bob Sauerberg said. “We’ve got to find ways for people to help us build great digital products.”

Digital’s the rage, but print’s still important
No one’s denying that print isn’t going to be raking in the dollars like it used to, but the medium still has a place in the advertising ecosystem, as evidenced by the billions the industry took in 2014. It’s in vogue for magazine publishers to call themselves “content companies” or “magazine media companies” (or as Maria Rodale said in the case of Rodale, a “lifestyle company,”), but print is at the core of Hearst Magazines’ business, president David Carey said. “The tactile expression’s very important,” he said. “Why does Schwab open outlets? Because people feel more comfortable with something that has a physical location.” Time Inc. CEO Joe Ripp said, noting that Time magazine’s digital audience surpassed its print audience for the first time in December, said the trusted content that legacy magazines put out still matters in the face of new digital competitors. “We’re not all going to do ’10 ways to feed your gerbil’.”

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Social Media Now Drives 31% Of All Referral Traffic

Forbes

The report suggests that it may be time for Pinterest to rethink its target market if its going to experience growth in the coming year: “Principal Analyst at Forrester, Nate Elliott, calls Pinterest a condundrum. Elliot says, “Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.” Select brands recognize its commercial value and have invested big dollars on ‘Pinfluencers’. But the platform has yet to realize its full potential. To do so, it needs to quickly shed its isolating for-women-only image and develop more mass-market appeal.”

Given these findings, you may be wondering how best to drive social traffic to your own website or blog. Given Facebook’s value as the #1 driver of referral traffic over the past 3 years, here are some strategies you can use to help drive your Facebook traffic to your website or blog.

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5 countries to follow on social media

Digiday

A well-crafted branding strategy from a fast food brand can change your perception about its burgers. But can effective branding change your point of view about a country? Nation-branders hope so.

Nation-branding — a field of branding that extends beyond tourism into highlighting a country’s competitive advantage, whether infrastructure or culture —  isn’t a new thing. But the pervasiveness of social media has allowed governments to take ownership of their own social feeds and engage in niche and real-time conversations online, with most countries’ governments having dedicated social media accounts on Twitter and Facebook.

As Joshua S. Fouts, the former director at USC’s Center on Public Diplomacy said in a Council on Foreign Relations interview: There are plenty of benefits for countries that successfully embrace branding techniques.

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Facebook is bigger than anyone knew, even Facebook

Venturebeat

We all know Facebook is huge, and drives incredible amounts of traffic. But thanks to its recent efforts to uncloak the sources of content with no known referrer, we now know that the numbers are bigger than anyone believed.

According to a report issued today by Bitly, the world’s leading link shortener, Facebook has largely solved the problem of so-called “dark social” links — those that have no referrer data and can’t be measured by web analytics tools — and as a result, the social network’s influence skyrocketed during the fourth quarter.

In the report, Bitly wrote that Facebook’s influence jumped 8.6 percent during the fourth quarter overall and 30.2 percent on mobile. That doesn’t mean Facebook’s influence actually grew that much — it means that clicks formerly attributed to “dark social” are now being correctly counted as Facebook’s clicks. Given that Facebook’s major push in recent quarters has been to expand its reach on mobile and give its marketing partners more ways to monetize their content, this is solid evidence that strategy is working.

 

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Designing Twitter Video

Paul Stamatiou Blog

In mid-2011, Twitter rolled out the ability to natively tweet photos. 2013 brought media-forward timelines with inline photos. 2014 ushered in multi-photo tweets and animated GIF support. We’ve just announced Twitter Video to help you capture the moment and tweet video from within the iOS and Android apps.

In this article, I will provide a sneak peek into my design process for Twitter Video. This is not yet another boring sketches and mockups iteration article. Why is that? Because we truly embraced prototyping.

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Top 10 Smart Connected Device Predictions For China

IDC PMS4colorversion  Top 10 Smart Connected Device Predictions For China

Beijing, February 2, 2015 — The shipment of China’s smart connected devices (“SCDs”, including PCs, tablets and smartphones) in 2014 was around 510 million units, a year-on-year (YoY) increase of 16.2%. Wherein, the shipment of PCs was 61.02 million units, down by 5.5% YoY; the shipment of tablets was 27.86 million units, up by 7.5% YoY; the shipment of smartphones was 420 million units, up by 20.9% YoY. IDC predicts that in 2015, the shipment of China’s SCDs will reach 540 million units, and the YoY growth will slow down.

According to Nick Mu, Senior Analyst of IDC China, “2014 witnessed the rapid integration of China’s SCD products. In 2014, many factors changed China’s SCD market, including the penetration of SCD products into lower tier cities, changes in sales channels, as well as the impact of smartphones and tablets on PCs. ”

Although the overall growth of China’s SCDs will slow down a little bit, the real question is what will  occur in regional markets and urban markets, at different tiers of cities as well as different products and channels? Which trends will determine how consumers and suppliers adapt to the market changes? Bearing these questions in mind, IDC concluded the following 10 predictions for China’s SCD market in 2015:

1.    PC demands will recover 1st- to 3rd-tier cities
In the recent two years, PCs were impacted by smartphones and tablets, in the way that the sales of the smartphones and tablets were greatly stimulated by the demand for the mobile Internet. Thus far, PCs didn’t fare well in the mobile Internet age, and consumers’ PC-upgrading cycle was undoubtedly prolonged. Recently though, Microsoft has formally issued Windows 10, which was advertized as the universal OS compatible on PCs, tablets, smartphones and all desired devices. It is expected to become the standard in the PC industry in 2015, especially for the corporate users in the 1st- to 3rd-tier cities and the individual consumers pursuing interconnectivity. Hardware manufacturers will begin to see the redemptive recovery resulting from the consumers’ accumulated demands to upgrade their PCs.

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Fix Programmatic So It Solves Marketing Problems

ClickZ

Programmatic platforms should help advertisers deliver performance at scale, but several proposed “fixes” are actually preventing the technology from doing its job.

At a recent conference, the chief marketing officer (CMO) of a major food and beverage brand said, “I don’t have an ad-tech problem, I have a marketing problem.”

This is right on.

We need to focus on making sure that advertising technology delivers performance at scale. Programmatic will only exit its awkward teenage stage if we focus on solving real marketing problems instead of wasting time thinking up new ad-tech buzzwords to package into media buys.

If 2014 marked the year that programmatic “arrived,” 2015 should be the year that it actually solves some marketing problems. Unfortunately, two leading proposed programmatic “fixes” actually prevent programmatic platforms from unleashing their potential – delivering advertiser performance at scale.

Viewability Is Not an End Unto Itself

Impression fraud is the major issue crippling programmatic traffic, and yet the industry’s response seems hung up on something else: viewability tracking. “Pay us to guarantee that you only pay for ads that are viewable!” goes the battle cry of ad-tech vendors after they terrify marketers with made-up statistics about purchased impressions that no one ever sees. It’s a ruse.

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Two-Thirds of Global Competitive Strategies Will Require a 3rd Platform IT

IDC

New IDC PlanScape outlines framework for mature business-oriented service management strategy

FRAMINGHAM, Mass., January 28, 2015 – International Data Corporation (IDC) predicts that by 2016, 65% of global competitive strategies will require real-time 3rd Platform IT as a Service (ITaaS). The ability of CIOs and IT organizations to grasp how business wants services that serve actual business needs, not traditional IT components, is significantly altering the ways in which service management is defined as successful. A new report, IDC PlanScape: Accelerating IT’s Progress to Business Maturity (Doc #253401) offers clear guidance about the business justification for creating a more mature, business-oriented service management strategy.

  • ClicktoTweet:  65% of Global #CompetitiveStrategies Will Require #3rdPlatform #ITaaS by 2016 @IDC – #IDCPlanScape outlines framework

3rd Platform technologies are fundamentally altering how IT organizations function, how business is conducted, and how enterprises compete. This demands restructuring IT to deliver ITaaS 3rd Platform services that are focused on realizing the enterprises’ competitive strategies. The ability of IT to immediately achieve a maturing business focus within its strategic planning and execution process is now an imperative. In this IDC PlanScape study, IDC explores a planning framework that enables CIOs and IT organizations to prepare for and respond to these transformative 3rd Platform imperatives. Moreover, the document details the key stakeholders and their roles and responsibilities in creating a more mature, business-driven IT organization to deliver service innovation to customers.

Additional key findings from this PlanScape include the following:

  • Without question, maturing the IT business dimension requires the active participation of top IT management. Equally imperative is to ensure all stakeholders and beneficiaries of IT within the enterprise are kept abreast of the business dimension maturity process and actively solicited for feedback whenever possible.

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Stock photo trends: expect more selfies, blurred pics in 2015

Digiday

Shutterstock’s repository of stock photos, videos and music makes it an indispensable source for many in the creative industry: designers, art directors publishers and filmmakers are just as apt to deploy Shutterstock images as marketers, advertisers and businesses. And it is its 47 million item-strong database that also enables the company to predict and forecast industry trends.

Shutterstock released its 2015 Creative Trends report Monday, which explores how its photos, video and music are used throughout the world. The big takeaway this year: We’re all hipsters now.

“We’ve been tracking data using our internal tools over the years to see what’s on the rise,” Sarah Maloy, Shutterstock’s content marketing manager, told Digiday. “We also looked toward our in-house design team to identify trends from within the data.”

Pictures with blurred backgrounds, unique perspectives and linear styles were all the rage in 2014. Searches for “blur” increasing by 144 percent over the past year, according to Shutterstock data. The growing affinity for blurred lines was attributed to the popularity of apps like Instagram, which incorporate techniques like blur, deep focus and tilt shift.

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