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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 Digital 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, 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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Yahoo! Finance

IDG Communications today announced strategic enhancements that will allow to give marketers unprecedented video reach, distribution and targeting in 97 countries and provide even more compelling video content to its audiences.

The company is unifying all of its video content from its tech media properties on a global basis, and recently launched IDG Studios, creating core content for its channels as well as original, episodic programming on for both enterprise and consumer technology audiences.

According to comScore Video Metrix, IDG was the #1 tech property in video in March 2015 with 9.93 million total unique viewers, thanks to its trusted and engaging insights, analysis and reviews from premium trusted media brands including CIO, NetworkWorld, MacWorld, PCWorld and outpacing its the nearest competitor AOL Tech by over 3.5 million unique viewers.

“IDG is a global, tech video content and distribution powerhouse. Our premium owned and operated brands and the broad reach of IDG TechNetwork, is a winning combination,” said Dina Roman, General Manager, “Add to that a slate of original programming that offers unique sponsorships for marketers, and a unified, scaled global distribution platform that we can curate and control, IDG continues to provide a wide variety of targeting opportunities across an affluent, tech-savvy audience.”

As part of its new unified content strategy, will offer a consistent video programming calendar, with seasonal consumer and technology event-based themes, across all of its properties as well as on more than 500 sites in the IDG TechNetwork. IDG Studios’ new and original episodic programming will include original content for viewers, such as Hardcore HardwareBreakout Startups and WorldTech Update, as well as custom editorial series created on behalf of some of the world’s largest technology marketers.

Kyle Kramer, a proven digital video expert, was recruited from Vox Media to serve as IDG’s VP of Video Programming. Kramer served as Head of Production at Vox Media where he oversaw studio operations and award-winning production for all Vox Media properties, including The Verge, Polygon, SB Nation, Eater, Racked, Curbed & Vox.

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IDC: Industry Adoption of 3rd Platform Technologies Drive China’s ICT Markets

IDC PMS4colorversion  IDC: Industry Adoption of 3rd Platform Technologies Drive China’s ICT Markets

Shenzhen, April 24 2015 –2015 is the year of deepening reform, the last year of the “12th Five-Year Plan”, and the inaugural year of the “13th Five-Year Plan”. The policies and initiatives set by the Chinese government will have a tremendous impact on China’s economic development and global technology markets in the future. Amidst this macro situation, International Data Corporation (IDC) highlighted the key enterprise and consumer technology trends of the global and China’s ICT markets at IDC 2015 ICT Directions Conference in Shenzhen today. The roadshow will continue in Beijing (May 13), Shanghai (May 20), Guiyang (May 27) and end in Dalian (June 17). What are the key trends of the 3rd Platform supporting and accelerating technology and business innovation?  Below are some highlights from IDC 2015 ICT Directions event:


  • Everyone Needs an IoT Business Plan

The Internet of Things (IoT) is rapidly becoming reality for every business, as it enables new business models, creates low barriers to entry for competitors, and drives disruption in product development, while challenging the security and value of corporate data. According to Vernon Turner, Senior Vice President, Enterprise Infrastructure, Consumer, Network, Telecom and Sustainability Research (IDC), “ICT suppliers must align their traditional IT product road maps to include nontraditional markets in industry, government, and consumer.  Critical information and emerging industry standards must be shared to better develop supply chains, security data basis and predictive outcomes. Business outcomes will be driven by better connected IoT business plans shared by technology partners and their customers.”



  • The Next Wave of Mobile Devices

As mobility continues to change the way day-to-day activities are performed, so do the devices in which we interact with. According to Ryan Reith, Program Director, IDC’s WW Mobile Device Trackers (IDC), “As devices used for work and pleasure all migrate towards a more mobile world, device OEMs, IT buyers, consumers, and industry affiliates are all struggling to understand which form factor and platform will win out.”  The current landscape of consumer devices includes shifting dynamics within consumer buying trends, product pricing, platform wars, and hardware aesthetics for PC’s, tablets, detachables, smartphones, and wearables.


  • New Business Processes Drive New Workloads in the Digital Enterprise

According to Matt Eastwood, Group Vice President and General Manager, Enterprise Platforms (IDC), “The 3rd Platform brings new technologies together, while at the same time creating a perfect storm for business leaders looking to compete effectively in the market. Digital transformation is creating new workloads as organizations leverage mobile, social, cloud, and analytics to enhance customer engagement and improve business decision making. IDC believes that many companies will need to develop entirely new technology infrastructures with radical impacts on the IT department as well as the datacenter.” According to Matt Eastwood, Group Vice President and General Manager, Enterprise Platforms (IDC), “The 3rd Platform brings new technologies together, while at the same time creating a perfect storm for business leaders looking to compete effectively in the market. Digital transformation is creating new workloads as organizations leverage mobile, social, cloud, and analytics to enhance customer engagement and improve business decision making. IDC believes that many companies will need to develop entirely new technology infrastructures with radical impacts on the IT department as well as the datacenter.”


  • European Telecom Operators Must Capitalize on 3rd Platform Opportunities

According to Eric Owen, Group Vice President, EMEA Telecommunications & Networking Research (IDC), “The connectivity market in Europe has been in decline for several years now. However, as the ICT industry consolidates around the 3rd Platform, telecom operators are examining the opportunities this offers them in markets beyond connectivity.  Operators are looking at markets such as Cloud, Datacenter, Security and Mobility services to figure out where they can effectively compete.” Telecom operators cannot do this on their own and will need help from partners if they are to be successful in their transformation and their quest for revenue growth once again.

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The Transformation Equation

 The Transformation Equation

Digital business initiatives are illuminating the value of the enterprise infrastructure. At the same time, these business demands are increasing the pace at which IT must deploy new capabilities. In order to deliver, IT has to transform itself. The Transformation Equation explores how Enterprise IT is responding to this digital disruption. According to Network World’s 2015 State of the Network Survey, Network IT is already changing: 60% of technology and business professionals agree that collaborative teams are taking control of the network, especially at large companies.

Screen Shot 2015 05 18 at 12.01.12 PM 232x300 The Transformation Equation

This white paper will:

  • Provide a better understanding of how IT decision-makers are responding to digital disruption through integrating emerging technologies.
  • Present an in-depth look at the enterprise IT agenda, from cloud computing to mobile and security.
  • Show how software-defined networking (SDN) can add flexibility to the network.

Download the full white paper here

Matching Expectations In The Millennial Generation

IDG Connect 0811 Matching Expectations In The Millennial Generation

This is a contributed piece from Eneas Bernardo, Managing Director Brazil, RED

This article is the story of a conflict, between what the Millennial generation of IT staff is expecting, and what the business environment is demanding. It’s about what’s happening in Brazil – but it applies to some extent everywhere in the world.

Does IT matter?

The story starts a few years ago in 2003, when, in an article, Nicholas Carr stated, “IT doesn’t matter”. With this statement, Carr threw cold water over the industry. His article brought to light the darkest fear of the IT sector: that rather than be recognized as a business advantage, it was being seen mostly as a cost.

This fear had already been felt to some extent by the ‘mainframe generation’, also known as baby boomers. It might have been sensed, and probably ignored, by their younger cousins, the ‘Downsizers’ or ‘Generation X’.

But the youngest generation in the workforce, the ‘Netties’ or ‘Generation Y’, had grown up in a world where IT was all around and to them it was ever-present. Regardless of Carr’s predictions, IT continued to play a key role, at least for the time being.

Increasing pressures

Moving forward to the next scene in our story, we see the pressure over IT projects increasing on staff. And, as they struggle to gain the elusive benefits of IT that they still believe are there, many companies are spending more and more money on ERP and other buzzwords that promised competitive advantage and best practices – and the gold ticket for growth and profitability.

Cut to the next scene: the global financial crisis of the 2000s and 2010s. To respond, organisations kicked off a desperate pursuit for cost cutting, and strove to innovate in order to survive – let alone be profitable.

What it means for staff

What’s been the impact on staff of these recent trends?

With unemployment at the highest rates since the great depression, there are also more people to educate, more people to feed, and more people to employ. At the same time, businesses are looking for fewer employees.

Business targets and plans are also piling on the pressure. Projects are shortened, costs are reviewed, and staffing is reduced – so the people who remain need to handle more and more duties. Staff must take on more projects, deliverables and targets. They need to handle quality assurance, to consider new issues such as sustainability, and to evaluate information and data coming from many sources such as financials, manufacturing, human resources, customer relationship management and the supply chain.

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‘Dirty’ Data & Email Subject Lines

IDG Connect Marketers

This week’s marketing news roundup focuses on marketers wasting time on ‘dirty’ data and which email subject lines are most effective.

‘Dirty’ Data

Data is vital for B2B marketing but it looks like marketers could be wasting their time and effort on dirty data. According to a Spear Marketing Group recent poll, 54% of US B2B marketing executives estimated that over 25% of their marketing database included old, inaccurate, unusable or duplicate leads. Furthermore the majority of respondents described the accuracy of their data as “fair,” or “bad”. This problem also often manifests itself as a barrier to marketing across multiple channels.Econsultancy has found that 42% of marketers say inaccurate contact data is the biggest barrier to multichannel marketing.

‘Dirty’ data is not only wasting marketer’s time, it also affects the bottom line. Experian Data Quality research has found that the cost of inaccurate data has a direct impact on the bottom line of 88% of companies, with the average company losing 12% of its revenue.

Even though marketers have identified this problem, it looks like they’re reluctant to use solutions to overcome it. With 46% of respondents not employing such tools to automatically enrich, append, clean or de-dupe leads before they entered the system.

Email Subject Lines

Email subject lines can determine the success of your campaign. With so many emails flooding into mailboxes, competition is getting stiffer. And no matter how good your email design is, it won’t be seen if your email subject if it’s not engaging. Return Path’s recent study analysed nine million subject lines received by more than nine million subscribers to discover which subject lines are gaining the most success.

You may have often heard that shorter subject lines increases your read rate chances however the study has found no relationship between subject line length and read rate. Subject lines with 61-70 characters had the highest read rate and almost twice the read rate of subject lines with more than 100 characters. Even though the study demonstrates a higher read rate in the study, longer character emails only comprised of just 6% and 3% of the study. While the most commonly used length was 41-50 characters, in one-quarter of emails analysed.

The research discussed that even though there isn’t a relationship between subject line length and read rate it explains marketers should not pay attention to length. Mobile devices display subject lines in different ways and the research suggests that it’s more important to place a CTA at the beginning of a subject line if the audience is primarily mobile.

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4 Media Types Every Marketer and PR Professional Needs

Heidi Cohen

Media is a key element of any marketing or PR plan. Marketers and PR professionals monitor, create and place content and their messages via different media types in order to expand their audience reach to attract and convert prospects.

Due to technology and the dynamic nature of online communications, media has evolved. As a result, how you use the different types of marketing media to achieve your goals and reap measurable results has changed.


4 Key types of media

In today’s information landscape, 4 key marketing media types have emerged. All 4 key types of media are critical to reaching your maximum potential target market and persuading prospects and retaining customers and fans. (BTW: (Here’s a snapshot of how we consume content and media.)

4 Key Types of Media Heidi Cohen Actionable Marketing Guide 4 Media Types Every Marketer and PR Professional Needs

1. Owned media

Includes all of the content and information you publish on platforms you own regardless of whether you’re an individual or an organization. It’s at the heart of content marketing (and here are 35 tactics to improve your content marketing). Here’s an example from Gini Dietrich’s Spin Sucks.

Key marketing characteristics of owned media:

  • Full control and discretion over content published. You decide what, when and how to publish your content.
  • Extends your own brand. This is critical reason to build and distribute content marketing on your own platforms. If you publish your content elsewhere first, ensure that you retain permission to post it on your own website later.
  • Tends to have a smaller reach, especially compared to third party media, unless you’re an influencer or a top brand. Build your housefile to ensure that you can contact your prospects and audience if other options are closed for reasons beyond your control.
  • Encompasses any information your organization creates. This includes website, blog, catalog, email newsletters, magazines, product manuals, employee handbooks and investor relations.

Communications direction:

  • Either one-to-many or one-to-one. They generally go from the media owner to individuals who’ve agreed to receive them, customers, employees, investors and the public.


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5 Words That Will Kill Your Blog


You’ve done the hardest parts of writing a blog post: Gotten the reader to your site, evoked a strong enough emotion to make them feel they need to add to the discussion and leave a comment, and they submit it and see this:

“Your comment is awaiting moderation”

“Your comment is awaiting approval”

“You need to register first”

Congratulations, you’ve just halted the conversation on your post.

For the most part, moderation is used to stop spam from appearing not necessarily to censor comments, but you’re hurting the voice of the very people that can be your biggest evangelists.

There are many issues with this:

  1. When a commenter sees those five words and has to wait for approval, it will stop them from spreading the post until it has been approved
  2. 99% of the time the commenter doesn’t get a notification that the comment has been approved, and so never spreads the original post at all.
  3. The flow of comments is dictated by the blog owners ability to approve comments in a timely fashion.
  4. As soon as a commenter sees that their original comment is awaiting moderation, they will hesitate to comment on anyone else’s comment in the thread.
  5. The commenter doesn’t know if it’s awaiting approval for being a non-spam comment, or that the blog owner is only allowing positive comments.

If the spam issue is your main reason for moderating blog comments, there are a few quick fixes.

  1. Install the Askimet plugin. This well-known, and free for personal use tool is amazing for filtering out spam comments. I average 100+ comments per post, and have only ever had to delete one spam comment that made it past Askimet’s filter.
  2. Use a comment management system like Disqus. That’s the system I use here. It allows threaded comments, meaning I or others can reply in-line to a comment and it makes it linked as a conversation, including emailing the original commenter that someone has replied, so they can return and continue the engagement. It also emails me every time someone comments, and I can reply on my Blackberry in the email, and it will post it as a comment. Not to mention if a spam comment slips through (or a troll) I just reply to the email with “delete” and it’s gone instantly.

There are some valid reasons to moderate comments, such as very sensitive topic-based sites (especially religion, politics, parents against Justin Bieber) and also large corporate blogs that have certain topics that bring out the “special” folks of the world.

But for the most part I see moderation being done on the very blogs that need comments: the ones that don’t have many at all. Especially when you’re starting out, let the conversation flow. Create community and engagement. The comments on my posts are 10X better than my original post. Why would I want to stifle that?

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Internet of Things connections to quadruple by 2020


Here in 2015, the Internet of Things (IoT) is already having a massive effect on business, according to a recent report by Verizon, and by 2025 it predicts best-in-class organizations that use IoT extensively will be up to 10 percent more profitable than they are today.

“We see the Internet of Things as an extension of our machine-to-machine business, as does everyone else in the marketplace today,” says Mark Bartolomeo, vice president of IoT Connected Solutions at Verizon. “When you think about machine-to-machine, what you’re really looking at is connecting devices and collecting data from those devices. The next big leap for IoT is really about the use case. IoT is about interconnecting these devices for specific use cases and deriving value from the data.”

On the road with IoT

For instance, transportation companies are using data to reduce fuel consumption, while local governments are turning to smart LED street lighting that doesn’t need regular maintenance but automatically reports when it needs repairs. Utilities are deploying smart meters that provide more granular data on energy usage while minimizing or eliminating the need for home visits.
One highly recognizable example of IoT in action is the way automotive insurers have begun setting premiums for commercial and fleet customers though usage-based insurance (UBI). Rather than rely on broad indicators like the driver’s age and gender, these insurers are installing devices in the users’ vehicles. These devices can track how many miles a driver drives in a year, when and where they take their trips and how safely they drive. With this data, insurers can align their premiums against measured risk.

Bartolomeo is quick to note that while machine-to-machine technologies have been around for some time, the game-changer is the way new IoT technologies are reducing the complexity of deployment. After all, machine-to-machine technology is just a first step toward IoT. To complete the IoT circuit, machine-to-machine technology must be enabled by secure network connectivity and cloud infrastructure that can transform the data generated into information and insight for people, businesses and institutions.

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Ready or Not, the Internet of Things Is Coming


Think the net neutrality debate is all about streaming videos? Think again. It’s actually much more than that: It’s about streaming your life. Internet connectivity might seem ubiquitous today, between the use of PCs, mobile devices, and smart TVs, but there are major swaths of daily life that aren’t connected yet that soon will become so, such as homes and cars, according to a new eMarketer report, “Key Digital Trends for Midyear 2014: The Internet of Things, Net Neutrality, and Why Marketers Need to Care.”

Connecting all the unconnected devices, machines and systems will involve vast numbers of new internet-enabled objects and large sums of money. In a relatively untapped market with seemingly limitless potential, forecasts tend toward the sky-high:

  • International Data Corporation predicts the worldwide market for “internet of things” (IoT) solutions will grow from $1.9 trillion in 2013 to $7.1 trillion in 2020.
  • MarketsandMarkets gives the IoT market a more conservative—but still lofty—valuation of $1.029 trillion in 2013, increasing to $1.423 trillion by 2020.
  • Gartner forecasts 26 billion connected objects worldwide by 2020 (a figure that does not include PCs, smartphones and tablets).
  • IDATE projects 80 billion internet-connected things in 2020, up from 15 billion in 2012. This figure does include PCs, TVs and smart devices, but the vast majority (85%) will be objects like car tires or shipping pallets that may communicate with the web via an intermediate device. Devices that communicate directly, such as PCs, TVs and mobile phones, will make up 11% of the total in 2020.
  • Cisco Systems predicts 50 billion things will be connected by 2022, yielding $19 trillion in new revenues ($14.4 trillion of which will accrue to private-sector corporations).

“There’s no doubt the world is moving toward a more connected future, but the speed with which consumers and enterprises make the transition to the internet of things is still to be determined,” said Noah Elkin, executive editor at eMarketer. “The timing of adoption will determine just how much money and how many things are involved.”

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