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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Tech Marketers Embrace Social Media

Screen Shot 2014 07 16 at 10.35.17 AM Tech Marketers Embrace Social Media

According to this 2014 Tech Marketing Priorities study by IDG Research, metrics are key to social media marketing for tech marketers. Although 3/4 of marketers claim to accurately leverage social media as part of their marketing strategy, measurement/ROI is still a top concern when initiating a social media campaign.

This IDG Research survey was conducted of global senior tech marketing leaders providing insights into key marketing priorities for 2015 and beyond.

Why Ad tech is complicated and is going to get more complicated

DIGIDAY

There are over 2,500 companies on the many advertising- and marketing-tech industry landscape slides produced by investment bank Luma Partners, from display to search to video to native. Yet Luma’s own analysis is that little more than one in 20 will likely exit for more than $75 million.

You’d think that means the collapse of the ad-tech bubble. You’d be wrong. A separate Luma analysis found that for every one company that is consolidated, another 1.5 are spawned. Yes, the landscape is horribly complicated, with many downsides for brands and agencies, but that doesn’t mean anything’s going to change anytime soon, according to Luma CEO Terry Kawaja, who spoke to Digiday editor-in-chief Brian Morrissey and platforms editor John McDermott in this week’s Digiday Podcast.

“We’ve seen a period of time over the last 10 years where companies got ample funding and most of the business models in advertising technology have been fueled by a media model,” Kawaja said. “When you do that it’s easy to garner share and spend, therefore the perceived growth of your company is very fast. Companies go from zero to five to 10 to 20 to $50 million in revenue with a fair degree of ease.”

Here are some excerpts from the 25-minute conversation with Kawaja. Subscribe for future episodes, published weekly, at iTunes.

Few ad tech companies will amount to much.
Luma has to determine where to spend its time and focus its attention. In a strategic planning process completed in November, it found only a fraction of the many companies in advertising and marketing technology warranted Luma attention. It drew the line at companies likely to be bought at $75 million or more. Only 148 made the cut, or less than 6 percent of the companies analyzed.

“That was surprising to us,” Kawaja said.

Read More… 

How to Promote your Business Away from the Internet

IDG Connect 0811 How to Promote your Business Away from the Internet

Marc Michaels is Director of Behaviour and Planning at the GIG at DST. As a marketing professional and procurement expert with extensive experience, Marc has become a champion for marketing communications for 28 years. As Director of Direct and Relationship Marketing and Evaluation at the COI, he managed a team of 50 professionals delivering hundreds of high profile government behaviour change campaigns involving direct mail, door drops, e-mail, contact centre and fulfilment, household distribution, field marketing, customer relationship management and campaign evaluation across all major COI clients. Now at the GIG at DST Marc now provides ‘end to end’ consultancy across strategy development, planning, implementation and evaluation. 

Marc is a life-time Fellow of the Institute of Direct Marketing and industry speaker. His extensive experience in marketing has provided Marc with a unique stance. He believes wholeheartedly that marketing doesn’t just have to be digital.

In a tough economic climate where competition is rife it can be difficult to generate business exposure. From large businesses to SMEs, companies are constantly trying to market themselves better. Often this will be through the multitude of emerging digital channels that have opened up a wealth of opportunity for the savvy marketer. Channels like Twitter, Instagram and Facebook, to name only three, have made it easier and less expensive for businesses to promote themselves, if they have the skills and time to exploit them. However, whilst these new and flashy channels may look attractive and appear cheaper, it is important not to be seduced by them exclusively. Too many marketers are too quick to abandon physical marketing, perhaps because these particular methods are seen as outdated or untrendy compared to an eye-grabbing Vine or promoted Facebook post. Relying solely on social channels exclusively is flawed. Even within our continually and rapidly evolving digital world, offline solutions can still be right for your business.

Check out his tips here… 

 

The 4 trends the mobile market will focus on in 2015

Venturebeat

2014 was the year that mobile stopped being the next big thing and became THE BIG THING. Investors poured money into any app that showed the slightest signs of traction, new service providers popped up like mushrooms and most importantly, app developers started seeing some serious profits.

Just thinking back to two years ago, everyone and their neighbor had an idea for a new app. Today, these apps have funding, development teams, and slick demos. The success stories like Flappy Bird and 2048 alone were an inspiration to this generation of app developers showing them how far an original idea can take you.

Generally speaking, in 2015 we can identify four types of apps, each with their own characteristics and challenges.

1. Mobile ecommerce — Shifting the focus from market share to engagement

Ecommerce giants have been adapting quite fast to the mobile world. Most of the major players with a significant desktop operation in place spent millions of dollars in 2014 in paid distribution to secure their customer base and to acquire mobile market share. Nevertheless, there is still a large portion of users who use mobile primarily as a ‘discovery channel,’ browsing apps, and mobile web to get inspired — and are then migrating back to desktop to complete the purchase.

 

Read more trends here… 

Who needs a website? Will Facebook become a new content provider

Mashable

Go to where the audience is — that’s the common refrain of 21st century media. Consumers are fragmented, and its up to journalists and editors to bring the news to them.

Video startup NowThis News announced last week that it would take that this idea to its logical extreme by eliminating its website. Its audience resided primarily on social media anyway, so that’s where the company now lives. Going forward, it will focus on publishing work directly to platforms like Facebook and Twitter instead of looking to drive consumers to its website.\

For years, the digital media model relied on getting people to come back to a website and then showing them ads. Early on, publishers looked to appear high on the results for search engines (so called search-engine optimization) or on major portals like AOL and Yahoo in order to take advantage of their audiences. The emergence of social as a traffic driver in the past few years has caused digital publishers to put resources into building out their followers on platforms like Twitter and Facebook.

As audiences have shifted to mobile, social media’s influence has grown.

“The reality is all the action is in the stream, whether it’s your Facebook stream or Twitter or Instagram. That’s where you’re spending your time,” said Andy Wiedlin, an entrepreneur-in-residence at venture capital firm Andreessen Horowitz and the former chief revenue officer atBuzzFeed, in an interview with Mashable.

Continue reading… 

 

 

UK startup Clippet targets millennials with audio news to go

DigiDay

Clippet News has emerged as the U.K.’s first serious contender offering on-demand, audio news for young mobile audiences.

The London-based startup was launched in September and comes with an impressive pedigree: James MacLeod, grandson of Rupert Murdoch, is a co-founder. Each day Clippet offers a selection of 10 news stories digested into one-minute audio clips. It is an interesting twist on the current vogue for daily news digests, such as Yahoo News Digest, NYT Now and others.

The further, perhaps inevitable, twist: Clippet is going after millennials. Its team of six journalists are all under the age of 28. Young, often regional newscasters stand in contrast to the typical tone of British radio news bulletins. Eventually, it’s planning to pursue content syndication and sponsorship deals to turn a profit.

 

Continue Reading…

IAB Launches Guidelines To provide Greater Transparency in Digital Advertising

IAB
The Internet Advertising Bureau (IAB UK) has released part one of a set of guidelines to help the marketing industry provide more transparency to consumers around ‘native’ advertising.
See the guidelines here
See the research here

The guidelines provide advertisers, publishers, agencies and advertising technology companies with clear and practical steps to make it easier for consumers to spot native advertising – digital ad formats designed to look and feel like editorial content.

Supported by ISBA – the voice of British advertisers – the Association for Online Publishers (AOP) and the Content Marketing Association (CMA), the guidelines meet the UK advertising industry’s CAP code, which is enforced by the Advertising Standards Authority (ASA).

Two of the key guidelines for native advertising formats are:

  • Provide consumers with prominently visible visual cues enabling them to immediately understand they are engaging with marketing content compiled by a third party in a native ad format which isn’t editorially independent (e.g. brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content)
  • It must be labelled using wording that demonstrates a commercial arrangement is in place (e.g. ‘paid promotion’ or ‘brought to you by’).

Continue Reading… 

 

Linkedin is the Favorite, Internet of Things & The Importance of Email

IDG Connect 0811 Linkedin is the Favorite, Internet of Things & The Importance of Email

While a lot of last week’s spotlight was on Katy Perry’s infamous Superbowl left shark, in the marketing world there was much talk about LinkedIn, the Internet of Things and Email.

Linkedin is the Favourite for B2B Tech Content

IT buyers still heavily rely upon traditional content to educate themselves throughout the customer journey. White papers are viewed as the most popular type of content buyers consume to receive analysis of technology or business issues and trends. However, more buyers are beginning to see the value of accessing content through social platforms.

As buyers are seeing this value, more marketers are beginning to adapt their content to social with 81% of marketers now creating content specifically for social media, according Eccolo Media report. However, when it comes to their platform of choice, their behaviour doesn’t match their expectations.

The report found while 21% of buyers receive vendor collateral through tweets, only 6% expect Twitter to be a source of content. Similarly, when asked which social channels they have received vendor content through, more respondents say Facebook than LinkedIn. But when asked which social channels they’re most likely to consume vendor content from, LinkedIn is the most popular platform. In other words, technology buyers actually receive more vendor content through Facebook but perceive LinkedIn as the more likely channel to receive such content.

This perceived preference for LinkedIn is supported from IDG Enterprise’s recent research which shows three-quarters of B2B technology buyers rely on LinkedIn, while less than half turn to Facebook. Demonstrating a brand victory for LinkedIn and opportunities for marketers in the future.

Read More… 

The Power Of Location Is In Sharpening The Marketing Mix

MediaPost

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker, founder, Wanamaker’s

The 2014 CMO Digital Benchmark Study from Leapfrog Online says CMOs’ lack of experience with emerging mobile technology is keeping their organizations a step behind the modern consumer. While that may be true in some cases, it’s not the intricacies of mobile technology that matter most. CMOs are in a position to know and do more in mobile than they may think. Why? Because the real power of mobile is revealing what to do to sharpen the entire marketing mix and get the right 50% working for them.

This comes from mining location for a deeper understanding of consumers and the dynamics of advertising. Since many marketers haven’t yet established the systems for getting the real value out of the medium, they tend to overlook location as an organizing principle.

This is where CMOs can set up for advantage. With a simple shift in perspective and using readily available mobile data, they can increase intelligence on what’s working, improve performance based on insights (re: when and how to reach people), and stretch resources further.

 

Continue reading here…