How effective is your B2B content marketing strategy? IDG Sponsored 2015 research by Content Marketing Institute and Marketing Profs on how tech marketers have changed their content marketing practices over the last year. This video focuses more specifically on trends within a paid, owned, earned media strategy.
IDG Communications considers itself “a best-kept secret” in the world of tech video, with aggregate viewership higher than CNET or The Verge — but far less recognition for it. Now, the company has a plan in motion to bring its video more visibility.
IDG launched IDG.tv in December to serve as a hub for video content from its media properties, which include Macworld, PCWorld, NetworkWorld and CIO. Now, it’s in the process of building out a dedicated video-production arm untethered to any individual publication, with roughly a dozen full-time staffers working out of studios in Boston and San Francisco. The team’s mandate: Make top-notch video content about consumer and enterprise technology for IDG’s global brands, whether that means creating new series or bringing a smart, differentiated take to tech event coverage.
“We really decided the time was right to leverage our audience and become the dominant creator of tech video on the Web,” said Dina Roman, general manager of IDG.tv.
Alongside the launch of IDG.tv, the company hired Kyle Kramer, formerly head of production at Vox Media, to serve as vp of video programming, spearheading its video content strategy. IDG has already rolled out a few video series, such as “Breakout Startups,” which examines tech startups innovating in their field, and “Hardcore Hardware,” which spotlights the most powerful new gaming tech for PC gamers. It plans to launch “many more series” over the next several months, according to Roman.
How are vendors, IT enterprises, and investors making decisions with 3rd Platform technologies? Since 2012, M&A deals have been skyrocketing in both deal volume and value. In 2014, total IT disclosed deal volume jumped to $476 billion and had almost 1,300 deals associated with cloud, mobile, social, and big data technologies.
IDC’s Vendor Watch Service provides expert guidance on smaller, private tech vendors before they hit the public radar.
Shutterstock shares the biggest design trends in 2015. It covers everything from the well known “selfie” to various video effects like “slow motion.” This report is helpful to anyone interested in design or those curious what will be popular online in the coming year.
Brands are taking Facebook video as seriously as YouTube. But what performs well on each platform differs, according to new data from digital video analytics company Tubular.
For a second week running, Air France’s “France is in the air” video soared on YouTube, racking up more than 17.8 million views on the platform from March 14 to March 20. That makes the playful, 45-second spot the current top brand video on YouTube. On Facebook, meanwhile, a clip from Marvel’s upcoming “Avengers: Age of Ultron” film topped the charts, attracting 9.4 million views between its Thursday upload date and the end of Friday.
“There was obviously significant spend behind [the Air France video], because you see there was only a tiny amount of [likes, comments and shares],” said Allison Stern, vp of enterprise at Tubular Labs. More paid promotion leads to a lower engagement rate, she said.
During the past year, the social media world saw a variety of well-executed ad campaigns, but these 12 standouts, from companies including Coca-Cola, IKEA, Mercedes-Benz and McDonald’s, are the cream of the crop, according to social media experts.
Ice buckets and IKEA catalogs. Girl power and friendships cemented over soft drinks. The resurrection of a cancelled TV show, and an adorable Pomeranian. These were the stuff of successful social media campaigns from major brands and organizations since the summer of 2014, as selected by the group of social media experts we queried.
The following campaigns succeeded on Twitter, Instagram, Facebook, YouTube and other sites because of the fresh thinking and, in some cases, big money and audacious spirit that created them. Without further ado, here are 12 of the most successful social media initiatives of the past year, in alphabetical order. (For examples of earlier successful examples, read “14 Must-See Social Media Marketing Success Stories.”
Snapchat’s Discover platform is one of the hottest properties in media. That’s why Snapchat and its publishing partners are asking for very high prices for ads that run on Discover — and why marketers are paying them.
Industry sources say Discover ad pricing is running around $100 for every thousand views — a rate that’s something like twice what a premium video publisher can get, and many times what a mere Web publisher can command. Perhaps that’s why Alibaba felt comfortable putting $200 million into Snapchat, at a reported $15 billion valuation.
Snapchat launched Discover in late January. It’s a new section of the app where users can watch videos or read stories from a dozen different publishers like CNN, Vice or ESPN.
Snapchat publishers set their own rates and provide a guaranteed view count to ad buyers based on traffic patterns they’ve established in the last few weeks. Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day. That means publishers are able to command $50,000 to $100,000 a day for their stuff.
The publishers and Snapchat split the revenue differently depending on who sells the ad. If a publisher sells the ad space, they get 70 percent of the revenue; if Snapchat sells the ad, the revenue is split evenly.
Publishers can also bundle the Snapchat buys with inventory on other platforms if they sell it themselves; sources say ESPN’s sales force is taking this tactic, and has been able to sell Discover ads for more than $100,000 a day.
Since Discover is brand-new — Snapchat itself is only four years old — a lot of this pricing and ad buying is experimental. And prices usually run high in the early days of new properties, while publishers and marketers identify a proper balance.
He let his fans dictate his agenda, sending collages of visual messages, or snaps, at each tourist stop. “At the end of the day,” he said, “I’d give a shout-out to Marriott for hooking me up with the hotels.”
That kind of brand marketing thrives on the platform, explained the 27-year old, who was commissioned for similar work byDisney and has worked for AT&T and Samsung. To demonstrate what he won’t do on Snapchat, he adopts a salesman patois: “Ten dollars off at your next stay!”
Brands must be hands-off, giving social-media savants like him one brief: “be true to yourself.”
This was the overarching message from Mr. McBride and a trio of even younger players gathered on Wednesday by 360i, the Dentsu Aegis digital agency, for a panel on “Gen Z Influencers.” The agency roughly defines the generation as those born between 1997 and 2002, and while the influencers in question might not be in the generation, they’re definitely reaching them.
And marketers want to reach them, too, which is why they are increasingly turning to content creators with fame on mobile platforms such as Snapchat, Instagram and Vine. And they’re shelling hefty fees to do so — sometimes as high as five figures per snap, photo or video. The market’s potential became clearer two weeks ago, when Twitter agreed to buy Niche, a digital talent agency for social influencers.
It makes sense. The influencers, like the YouTube stars before them, understand the platforms. And they can often execute two of the most desirable, difficult tasks for advertisers targeting younger audiences: mobile and native.
With his off-kilter images, Mr. McBride, who tucks his stringy, long hair in a backwards cap and cultivates a surfer dude image, has amassed a huge following of over 350,000 Snapchat “friends” known as “Shonduras.” His most-engaged fans, he says, are often “14-year old girls.”
In this week’s marketing news roundup I will be focusing on LinkedIn’s new B2B ad services and B2B marketers turning to digital.
LinkedIn Launches B2B Ad Services
Last week LinkedIn launched two new ad products, Lead Accelerator and Network Display. These allow B2B brands to search for sales leads and place ads across various websites as well as its own. The professional social network has partnered with AppNexus to deliver ads based on LinkedIn data not only on LinkedIn’s site and apps, but a network of 2,500 of other business-focused websites.
This announcement follows LinkedIn’s recent acquisition of B2B marketing platform Bizo. The acquisition, which cost the social media company $175 million, looks like it has been busy with its new toy as it’s set to take on the advertising world.
To reach these users, LinkedIn’s Network Display will use its targeting insights to retarget visitors to third party websites and on its own platform. This will allow marketers to deliver relevant content to the right audience.
It seems this is just the beginning of LinkedIn’s expansion into the B2B marketing space. With these type of offerings and access to 347 million professionals, LinkedIn’s positioning looks promising.
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.