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2015 International CES

01/06/2015 - 01/09/2015 Las Vegas Nevada

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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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Top five tips for this year’s tech Santa

Macworld

Perhaps, between this month’s tinselly advertisements, you’ve heard that this is the Season of Giving. While many people consider the name nothing more than an invitation to pass poinsettias between friends, some understand that it also means giving of your time and talents. For example, as a Macworld reader there’s every chance that you have technical knowledge to spare—some of which would be deeply appreciated by those family and friends you visit over the holidays. Might I suggest, in the spirit of sharing, that you lend a hand in the following five ways?

Give a faster Mac for not much money

There is no better way to speed up an older Mac than to add a solid state drive (SSD) as a boot volume. It matters not at all which modernish Mac model you’re talking about. If it currently uses a spinning mechanical drive, replacing that drive with an SSD will produce jaw-dropping results.

how to buy a gaming laptop ssd 100531179 large Top five tips for this years tech SantaSANDISK
Shove an SSD into a loved one’s Mac and they’ll love you forever.

If installing such a thing is beyond your ken, you can find instructions from bothiFixit and OWC (and each can sell you a drive).

Note that Yosemite doesn’t support TRIM on third-party drives (see the linked article for details) so you’ll want to be careful about which SSD you choose.

Also, as an SSD is likely to have less capacity than the drive you’re replacing, you should consider storing items found within the Home folder on another volume. And if this Mac holds just one drive, don’t fret. In Giving the gift of speed: The SSD upgrade I discuss adding a second drive to certain Macs.

Power to your people

This next suggestion is more or less helpful depending on where the target of your holiday affection lives. Country dwellers with questionable power lines and those subject to weather-related outages will find it the most useful. And that suggestion is that you carefully wrap an uninterrupted power supply (UPS) and shove it under the mistletoe. Both you and it are likely to get a kiss.

apc ups 100534205 medium Top five tips for this years tech Santa
When the lights go out, your friends and family will think of you.

For those unfamiliar with these devices, a UPS is essentially a large battery that provides additional power outlets and a measure of surge protection. Should the power suddenly go out, a UPS can keep a computer running for awhile—long enough to save your work and then safely shut down the computer. APCis probably the most well known brand, but other companies make these things too.

When giving the gift of power you’ll want to be on hand when it’s put to use. And no, not just so you can receive warm thanks. Rather, you should be there to help ensure that the right devices are plugged into it. For example, only key components should pull power from the battery. There’s no reason to attach a laser printer to it, for example. Nor should you tax the battery with a nearby TV. Instead, be sure that the computer’s power cord is attached as well as any peripherals that the computer absolutely requires—a monitor if it’s attached to a Mac mini, for instance. You could also attach the broadband modem and router to it so that your family can continue to use the Internet until such time that the battery drains (helpful for checking a power company’s website to learn when power might be restored).

 

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What is Content Marketing? IDC’s Definition of Content Marketing

IDC PMS4colorversion 1 What is Content Marketing? IDCs Definition of Content Marketing

By, Sam Melnick

If you looked away for a split second you may have missed the rise of Content Marketing from “buzz word” to “must have”. In fact, at the beginning of 2014 CMOs at the largest technology companies reported that “Building out content marketing as an organizational competency” was the 2nd most important initiative, only behind measuring ROI. Since then, they have responded by putting more budget, staff, and energy into the area, yet there is still confusion around the topic. What exactly is Content Marketing? Is it a type of marketing asset? Is it a process or a technique? Or something else?


IDC’s CMO Advisory Service, has seen this issue first hand and to help remedy the situation the group has  published a document, What Is Content Marketing? IDC Defines One of Marketing’s Most Critical New Competencies. Included within is a formal definition for Content Marketing.

IDC’s Definition of Content Marketing

Content marketing is any marketing technique whereby media and published information (content) are used to influence buyer behavior and stimulate action leading to commercial relationships. Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a “pitch.”

What is Included Within Content Marketing?

A definition is a great start, but the question that follows is, “What is, and is not Content Marketing?” To help marketers become more grounded in this definition of content marketing the CMO Advisory Service has also published a guide for “Types of Marketing Assets.” In the graphic below you can see the break out of marketing assets into three categories:

  • Content Marketing Assets
  • Product Marketing Assets
  • Corporate Marketing Assets

Each is important to the company and within the marketing mix, but only content marketing is new in purpose and new in form. Also, key to remember is Content Marketing Assets are not replacements for Product Marketing Assets or Corporate Marketing Assets.

Types%2Bof%2BMarketing%2BAssets What is Content Marketing? IDCs Definition of Content Marketing

 

Meet the Virtual Sales Rep

IDC PMS4colorversion 1 Meet the Virtual Sales Rep

By, Kathleen Schaub

Air%2BTraffic%2BControl Meet the Virtual Sales Rep

Robert sits in an office near Provo, Utah at what looks like the console of an air traffic controller. But instead of directing jets through the airspace, he’s using Twitter to guide a software company’s buyer through her decision-journey. Part marketer, part sales, part tech service, Robert is one of an emerging breed of “virtual” sales reps. Could this be the dream team that B2B has been waiting for?

The B2B “Genius Bar”® as a Role Model

The “virtual” sales rep role in its ideal form provides the personalized, anticipatory, service of a five-star hotel. Think of it as the B2B version of an Apple Genius Bar – using virtual tools. The Apple executive team modeled the Genius Bar after Ritz-Carlton’s customer service. Hallmarks of this exemplary concierge service include a personal touch; a warm, friendly, attitude; and attention to satisfying customer needs at every step. Sales expert Anneke Seley says the “virtual” sales rep culture is a far-cry from the historical “me and my quota” rep.

Sales teams are finally coming to grips with digital age facts. The culture shift recognizes that engagement must be sensitive to the appropriate stage of the buyer’s decision-journey. “Buyers aren’t ready to buy until they are ready to buy”. Marketers all know by now that buyers prefer self-sufficiency and they avoid talking to sales people until the decision-journey is substantially complete.  IDC research shows that for tech products averages this distance averages about 50%. Now sales is also starting to appreciate that buyers are alienated when by placed prematurely into the arena. At the same time sales leaders don’t want to waste an expensive sales resource on someone who isn’t ready to buy.

Digital May Not be Enough

Content marketing is what companies must do to fill the gap when buyers won’t talk to traditional sales people.  Content marketing is a hugely important communication strategy and companies will not be successful without mastering it.

Yet, for B2B companies, a completely digital engagement solution may not ever be the right answer. For one thing, content marketing capabilities in most companies is still ramping. Even when content marketing becomes excellent, digital may never be personal enough. Some B2B solutions are so complex, customized, or require so much trust that a human must intervene for the buyer to be truly served.  It may also be in the vendor’s best interest to involve a good sales person early. One tech CMO told me that although the company could offer eCommerce, a human touch tripled the size of the deal.

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IDC Reveals Worldwide Internet of Things Predictions for 2015

IDC PMS4colorversion 1 IDC Reveals Worldwide Internet of Things Predictions for 2015

Within the next five years, more than 90% of all IoT data will be hosted on service provider platforms as cloud computing reduces the complexity of supporting IoT “Data Blending”

FRAMINGHAM, Mass., December 3, 2014 – International Data Corporation (IDC) today hosted the IDC FutureScape: Worldwide Internet of Things 2015 Predictions Web conference. The presentation provided organizations with insight and perspective on long-term industry trends along with new themes that may be on the horizon. The Predictions Web conference series and accompanying IDC FutureScape reports are designed to help company leaders capitalize on emerging market opportunities and plan for future growth. An audio replay of today’s Web conference will be available this afternoon. To access the replay, please visit: http://bit.ly/IDCioTFutureScape2015.

  • ClicktoTweet:  @IDC Reveals #Worldwideinternetofthings #Predictions2015 – Register for the webcast replay here http://bit.ly/IDCioTFutureScape2015

The predictions from the IDC FutureScape for Internet of Things are:

  1. IoT and the Cloud. Within the next five years, more than 90% of all IoT data will be hosted on service provider platforms as cloud computing reduces the complexity of supporting IoT “Data Blending”.
  2. IoT and security. Within two years, 90% of all IT networks will have an IoT-based security breach, although many will be considered “inconveniences.” Chief Information Security Officers (CISOs) will be forced to adopt new IoT policies.
  3. IoT at the edge. By 2018, 40% of IoT-created data will be stored, processed, analyzed, and acted upon close to, or at the edge, of the network.
  4. IoT and network capacity. Within three years, 50% of IT networks will transition from having excess capacity to handle the additional IoT devices to being network constrained with nearly 10% of sites being overwhelmed.
  5. IoT and non-traditional infrastructure. By 2017, 90% of datacenter and enterprise systems management will rapidly adopt new business models to manage non-traditional infrastructure and BYOD device categories.
  6. IoT and vertical diversification. Today, over 50% of IoT activity is centered in manufacturing, transportation, smart city, and consumer applications, but within five years all industries will have rolled out IoT initiatives.
  7. IoT and the Smart City. Competing to build innovative and sustainable smart cities, local government will represent more than 25% of all government external spending to deploy, manage, and realize the business value of the IoT by 2018.
  8. IoT and embedded systems. By 2018, 60% of IT solutions originally developed as proprietary, closed-industry solutions will become open-sourced allowing a rush of vertical-driven IoT markets to form.
  9. IoT and wearables. Within five years, 40% of wearables will have evolved into a viable consumer mass market alternative to smartphones.
  10. IoT and millennials. By 2018, 16% of the population will be Millennials and will be accelerating IoT adoption due to their reality of living in a connected world.

“The Internet of Things will give IT managers a lot to think about,” said Vernon Turner, Senior Vice President of Research. “Enterprises will have to address every IT discipline to effectively balance the deluge of data from devices that are connected to the corporate network. In addition, IoT will drive tough organizational structure changes in companies to allow innovation to be transparent to everyone, while creating new competitive business models and products.”

The IDC FutureScape report that this Web conference is based on will be published and available within the next 24 hours. To learn more about IDC Predictions and IDC FutureScapes, please visit:www.idc.com/Predictions2015.

For additional information about these predictions or to arrange a one-on-one briefing, please contact Sarah Murray at 781-378-2674 or sarah@attunecommunications.com. Reports are available to qualified members of the media. For information on purchasing reports, contact insights@idc.com; reporters should email sarah@attunecommunications.com.

Read the original release… 

 

The state of native ads on mobile in 5 charts

Digiday

Mobile monetization is causing a big headache for publishers. While consumers spend more of their time on their devices, the platform isn’t getting a proportionate share of ad revenue:ad rates are nearly one-fifth what they are on desktop.

And while banner ads perform badly on small screens, native ads are showing promise as a way to get consumers’ attention on mobile devices. Consider Facebook’s experience with mobile: according to a study by Marin Software, click-through rates of Facebook’s mobile-only newsfeed ads are 187 percent higher on mobile than on desktop.

There are catches, of course. Native ads’ performance is driven by a lot of factors. Ads do better when they appear on article pages and blend in with the host publisher’s editorial style, but if they look too much like the surrounding editorial, they could turn readers off. Their formats aren’t standardized like banners are, which makes them harder to scale.

Here, then, are five things to know about the current state of native ads on mobile.

Polar, whose native ad platform is used by The Huffington Post, Condé Nast, Bloomberg and others, packaged up a set of benchmarks that show how the format is performing on mobile, tablet and desktop. Polar found that native ads do better on mobile than on desktop, where native ads have to compete with so many other elements for attention. However, mobile devices aren’t all created equal when it comes to native’s performance. Click-through rates are higher on smartphones than on the desktop and tablets, which is closer to the desktop experience than the smartphone.

That trend carries through to engagement. On average, time spent on native ads also is higher on smartphones than on tablets and desktop.

Polar also compared performance of mobile native ads in the content categories of finance, lifestyle and news. The click-through rate was highest in the news category, but time spent was lowest. Finance, meanwhile, had the lowest click-through rate but the longest time spent per ad. (Numbers are averages.)

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Publishers Struggle with Email Marketing Basics

eMarketer

Today’s digital consumers have forced publishers to move some of their marketing efforts away from print and toward online and mobile. However, September 2014 research from FOLIO:, sponsored by Lyris, found that publishers were still struggling with email marketing—a more “traditional” digital channel.

182124 Publishers Struggle with Email Marketing Basics

US publishing professionals’ responses indicated that they were facing challenges with simple email marketing tactics including list growth and list maintenance. List growth was the most common hurdle, cited by the majority of respondents, while 41% had problems maintaining the lists they did have.

Publishers aren’t ignoring their list problems though—good news considering that without the right recipients, email marketers won’t see the success they desire, according to FOLIO:. When asked about their email marketing priorities for the next 12 months, list growth and improving list data and quality were the top two responses, cited by 60% and 58% of publishing professionals, respectively.

When running digital campaigns, marketers can’t forget mobile, another problem area for some publishers. One-third of respondents said that mobile optimization was a challenge, but once again, they planned to make an effort to fix this in the coming year. Fully 39% of respondents said that email optimization across all devices was a top priority—the third most popular response.

182126 Publishers Struggle with Email Marketing Basics

The study found that publishing professionals were making strides toward mobile-optimized emails, albeit slowly. More than one-third of respondents said their emails were fully optimized for mobile. An additional 31% had started working on this and planned to complete mobile-optimized email efforts in the next 12 months. Still, the remaining 35% hadn’t started, and nearly half of respondents in this group weren’t even sure where to begin.

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11 technologies Apple has killed

CITEworld

Out with the old

One of the things that makes Apple so successful is that it’s not afraid to abandon/kill popular technologies in the interest of something new. In doing so, the company often creates a bit of controversy, even if in the long run it seems to pan out well. At the same time, Apple’s revolutionary products have helped bring down entire product categories. Here is a rundown of technologies and products that Apple has killed (or is in the process of killing) over the last 17 years.

Floppy Drive

The first product released during Steve Jobs’s second stint at Apple was the Bondi Blue iMac. The all-in-one design was an immediate hit with consumers, and the machine was notable as much for its iconic look and performance as it was for the features it didn’t include. Specifically, the first iMac shipped without a floppy drive. At the time, back in 1997, this was a huge deal. To some critics, Apple was running a huge risk by completely doing away with what was then a common storage medium. Jobs and Apple, though, had the foresight to realize that computing was rapidly becoming Internet-centric, thereby eliminating the need for old-fashioned floppy drives.

Apple’s 30-pin connector

For over a decade, iPod, iPhone, and iPad users alike relied on Apple’s tried-and-true 30-pin connector for charging and to connect their devices with computers and accessories. But Apple said goodbye to the 30-pin connector in 2012 when it introduced the Lightning connector, a superior standard for a number of reasons. In addition to being smaller and more robust, the Lightning connector is reversible, which makes for a more efficient user experience. Naturally, abandoning the 30-pin connector on new iOS devices caused temporary problems for individual consumers and even large companies who had spent lots of money on older iOS accessories.

Netbooks

Remember Netbooks? A few years back, these hyper-small laptops were poised to be the next big thing in computing. In fact, back in 2008 and 2009, netbooks were flying off the shelves. As a result, there was a lot of pressure for Apple to enter the netbook market. Apple, however, went a different route when it released the iPad. Rather than opting for a compromised device, the company entered a new product category entirely with the iPad. The end result was a rather quick demise for the netbook, and in parallel, a reinvigorated market for tablets.

FireWire

FireWire was a proprietary Apple technology which allowed for incredibly fast transfer speeds between devices. Indeed, it was one of the features that made the original iPod so compelling. Beyond that, FireWire was, for a time, the de-facto standard for transferring digital movie footage to Macs.

Unfortunately, Apple ultimately began phasing out FireWire on Macs in 2008 as transitioning to USB expanded the company’s pool of potential users. It’s a shame, though, because USB 2.0, while decent, was vastly inferior to FireWire. The staggered abandonment of FireWire ultimately gave way to Thunderbolt.

View the other seven items… 

Cloud Computing Adoption Continues Accelerating In The Enterprise

Forbes

A recent study by IDG found that 69% of enterprises have either applications or infrastructure running in the cloud today, up 12% from 2012.  The IDG Enterprise Cloud Computing Study 2014 found that cloud investments have increased by 19% in large-scale enterprises (1,000+ employees) spending on average $3.3M MMM -0.96% a year.  In 2015, 24% of IT budgets will be allocated to cloud solutions, with the highest percentage being allocated to SaaS models.

These and other findings are from the IDG Enterprise Cloud Computing Study 2014 published earlier this month. You can download the study and methodology here (PDF, no opt in).

Additional key take-aways from the study include the following:

  • 69% of enterprises have at least one application or a portion of their computing infrastructure in the cloud, up from 57% of enterprises in 2012. 18% plan to use cloud-based applications and/or computing infrastructure via the cloud in the next 12 months, and 13% are planning to use cloud-based applications and/or computing infrastructure via the cloud within 1 to 3 years.  The graphic below compares three years of survey data:

cloud adoption business staple Cloud Computing Adoption Continues Accelerating In The Enterprise

  • Enterprise investment in cloud computing have increased 19% since 2012, with the average investment of large-scale enterprises (+1,000 employees) reaching $3.33M in 2014. Mid- and smaller scale enterprises with less than 1,000 employees spent $400K this year on cloud solutions and technologies.  The following graphic shows the spending breakouts by size of companies:

cloud spending Cloud Computing Adoption Continues Accelerating In The Enterprise

 

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How technology is changing the way we plan and experience events

Mashable

Events and event planning are evolving into new, dynamic formats. Old models are falling away and technology is giving both planners and event participants an opportunity to grow and revisit the underlying ideas about how event spaces work.

“It’s been fascinating watching just how fast things have changed,” said Brian Solis, principal at Altimeter Group, at a New York conference this year. He spoke about next steps and generational shifts in the ways we approach and interact with the events we attend.

“We all have to think — as planners, as organizers, as experience-architects — what that will look like,” Solis said. “There was a time we’d ask you to turn your phones off. There was a time when we wouldn’t provide Wi-Fi. And there was a time when we actually expected you to make eye contact with the person on a stage. Now, I’m actually better off if I just see your foreheads lift up. It means you’re sharing the experience.”

Let’s look at some of the new roles technology is playing in the events landscape — key fronts where it’s changing the planning and experience we’ve come to expect.

1. From passive to engaged

The ways attendees’ expectations have changed is due largely to technology in the event space.

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,”

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,” says Brent Turner, vice president of solutions atCramer. “The expectation for attendees is that they can be engaged. From the easy stuff — polling, contests, social curation — to environmental changes, such as how IBM has changed their product-demonstration approach at events, or a recent augmented-reality experience we created for UPS … to nuances like RFID tags that personalize digital signage, people expect to see themselves as part of an event.”

2. Social media as a shared planning tool

Event participants already share their in-event experiences in real time via Twitter, Facebookand the like. With that as a given, now comes a newer drive on the planner’s side: To place more control of events in their audience’s hands.

TwitterFeed1 How technology is changing the way we plan and experience events

South by Southwest, for example, allows registrants to interact in the social space to pick panelists; some 30% of its panels are crowd-chosen in this way. Twitter contests can push for conversions by offering prize registrations, sure — but at your event, social platforms can create opportunities as well. Place prizes or gift cards at key locations and tweet a photo of them, for example. Attendees who find the rewards will be pleased, but perhaps even more importantly, planners can use the tech-augmented action to direct traffic to spots and programming that they want to emphasize.

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BuzzFeed says social rules and it is bigger than most TV networks

Gigaom

Although it is still relatively new as far as media entities go, BuzzFeed has become one of the leading new-media players, thanks in large part to its command of the social web, an ability to craft viral content and a large fan base among millennials. True to form, the company has created a visually-rich index of factsabout its size and reach — numbers which help explain how it was able to raise $50 million in a recent financing round.

As a caveat, it’s worth noting that the presentation is clearly designed to be a sales pitch for the company’s native advertising efforts, and so there are no links to or discussion of any of the data used to compile the charts. Most of the figures come courtesy of the site’s Google Analytics data, or from firms like Nielsen and comScore.

One of the core principles behind BuzzFeed is that social sharing is more important than search, so it’s no surprise that the main driver of traffic (which is estimated to be about 150 million unique visitors per month) is social — in fact, the company says that its social traffic is five times larger than its search traffic.

 BuzzFeed says social rules and it is bigger than most TV networks

Although social has grown to become one of the leading sources of traffic to most web content, the advertising industry still hasn’t quite caught up to this development, as shown by a BuzzFeed graph courtesy of eMarketer and Shareaholic — which says that social accounts for 30 percent of referral traffic but only 14 percent of advertising budgets.

 BuzzFeed says social rules and it is bigger than most TV networks

The other major shift in content consumption is mobile, and according to BuzzFeed the two are interconnected, in the sense that a majority of the site’s social traffic comes from mobile, and its share rates on mobile are twice as high as they are from its desktop users.