Advertising & Marketing Events
Event Date Location

2015 International CES

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

lead-generation

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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Customer-Focused Teams Are Secretly Daunted By Data Demands

IDG Connect 08111 Customer Focused Teams Are Secretly Daunted By Data Demands

One of the top goals for business leaders today is to better understand, engage with and retain their customers[i]. This involves making the most of the ever-growing volume of customer data available to build integrated, three-dimensional profiles of customers and to identify patterns and trends. Many firms turn to the roles closest to the customer to deliver this insight.

Recent research undertaken with PwC[ii] reveals that nearly two-thirds of European and just under half of North American mid-market firms believe their marketing teams have the best skills to extract insight from information, and around half (46% and 57% respectively) say the same for their customer service and insight teams.

Yet conversations with marketing leaders reveal that the teams in question are far less confident about their ability to achieve this.

One study[iii] found that a third of executives believe that being able to use data analytics to extract predictive findings from big data is the top skill required of their marketing professionals. However, just under half admit their own team lacks this skill. Another[iv] discovered that an overwhelming 82% of marketing leaders feel unprepared to deal with the data explosion, and only 59% say they have the skills to analyse and understand customer behaviour across all channels.

Despite this clearly recognised skills gap, only one in five marketing professionals is expected to receive formal training in data analysis this year[v].

In short, many firms could be passing data to teams that are ill-equipped to do it justice. Missing out on rich customer insight is just one of the risks. Our research found that marketing teams are increasingly given free access to sensitive and confidential customer information in order to extract intelligence, but are rarely held accountable for keeping it safe.

We discovered that less than one per cent of mid-market firms think teams such as marketing and customer insight should have a responsibility for information protection. Many (39%) place this responsibility firmly at the door of the IT security manager.

This is all the more worrying when you consider the fact that marketing departments are often at the forefront of flexible working practices[vi], allowing staff to work from home or while travelling – often without providing adequate guidance and support.

We found that one in three marketing professionals works from home two-to-four days a week, more than most other job roles. A third undertake confidential or sensitive work while travelling on public transport; one in four throw documents into insecure bins away from the office – and 48% send or receive work documents over a personal email account, at times using an insecure wireless network (12%). However, just a third of the employers surveyed provide secure remote intranet access for marketing professionals working from home, or offer guidelines or policies on how to handle sensitive information.

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Wearables: When Technology & Popular Culture Collide

IDG Connect 0811 Wearables: When Technology & Popular Culture Collide

Something very special happened at last month’s Dreamforce conference in San Francisco. Will.i.am, one of the world’s biggest pop stars, launched his new smartband wearable device, the i.am.PULS – and the worlds of music, fashion, technology, mainstream and enterprise culture well and truly collided.

“I’m an ideas guy,” he said, and it’s true that will.i.am has been extremely busy in recent years investing in game-changing technologies as well as producing award-winning music. A true innovator, he contributed to the massive success of Beats headphones and developed the concept behind Ekocycle, Coca-Cola’s sustainable living brand.

This is a man whose vision of the future, as he explained on-stage with Marc Benioff earlier this year, has been influenced heavily by the pace of innovation in technology. Echoing Facebook’s mantra that technology’s evolutionary journey is only “1% finished,” will.i.am argued that the tech landscape will be “unrecognisable” in ten years’ time: “The thing on your wrist that talks to a phone…is not the future, it’s a starting point.”

The next revolution in connected devices

Shipments of wearables are projected to reach almost 112 million units in 2018, up from less than 20 million this year (IDC). As wearables proliferate, they will add to a vast universe of interconnected, smart devices. And when the inevitable take-off of wearables does arrive, the opportunities for brands will reach a new stratosphere as they look to own the customer journey.

Wearables are set to provide marketers with the purest view of the customer yet, in terms of the volume and immediacy of the data gathered. The rise of mobile and social prompted talk of always-on marketing, and the proliferation of wearables will further enable marketers to deliver the right message to the right user at the right time. Even better, because wearables are, by nature, deeply integrated into a daily lifestyle, marketers have an opportunity to learn more about their users than ever before.

Imagine what this could mean for your brand. How might you exploit this massive opportunity to improve customer service and make marketing messages more relevant?

Data, data, data

The key to cracking wearable tech for marketing lies in – you guessed it – data. If Mark Zuckerberg’s law (the rate of increase for social sharing) is accurate, in 10 years there will be more pieces of content shared every day (95 billion) than we currently share each month (89 billion).

Of course, as marketers we’ve been talking for a few years now about the importance of data in digital marketing. The challenge comes in tracking, filtering and measuring this data so that you have a true single view of the customer. The need to effectively leverage your customer data – including social data – is only going to increase as the number of consumer devices increases, and as wearables move into mainstream adoption. This will be crucial to providing the deeper levels of personalisation that customers now expect.

 

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China Interview: Insight for Western Marketers

IDG Connect 0811 China Interview: Insight for Western Marketers

As the Alibaba IPO has reminded international businesses afresh of the vast potential in China, we catch up with Tait Lawton, who hails from Canada but has been working in People’s Republic for over a decade. He founded the Nanjing Marketing Group  to help Western companies get into the marketplace and now provides some useful insights for marketers worldwide.

Following the highly publicized Alibaba IPO have you noticed an increase in Western clients looking to target China?

We’ve noticed a steady increase overall, but not a large jump around the Alibaba IPO necessarily. Tough to say.

Has the attitude of Western clients looking to target China changed in the time you have been based there?

I’ve been helping Western clients with Chinese marketing for five years. I’d say they have the same basic concerns, but are more willing to accept our advice when it comes to tailoring their campaign more to the Chinese market.

We prefer to plan the China marketing campaign anew from the ground up as opposed to using more of a one-size-fits-all globalization strategy, and more people are willing to accept this now. Tough to say if it’s because of a change in the overall mind set of Western marketers or it’s just because we have more people that have been reading our articles on our blog and other websites.

How does the way Chinese consumers use technology differ from the way technology is used in your native Canada?

They haven’t gone through the same process of adoption. Since China developed so quickly, lots of people in China have just skipped whole stages of technology that Canadians, Americans and other Westerners are used to. For example, some years ago I was surprised to see that my girlfriend’s family never used a VCR and instead just went straight to using DVDs. Now, of course, people may be skipping VCRs, DVDs and even streaming on laptops and just go straight to streaming on mobile devices.

What’s most relevant for our digital marketing efforts is that there are plenty of internet users that started using the internet on mobile devices. Mobile marketing is essential. Sometimes people ask me “do you do mobile marketing?”, and I’m like “well, ya. 100% of the marketing we do is relevant to mobile. All of our SEM, SEO and social media services are relevant to mobile.”

People in China also use QR codes a lot. You’ll see QR codes for Weibo and WeChat campaigns on subway ads, restaurant menus, everywhere.

What do you think Western businesses most misunderstand about China?

For one, they may underestimate the competition and the amount they should invest to be successful. China is very competitive and for most market entry cases we see, there are Chinese competitors that are entrenched and willing to invest much much more than the foreign company planning to enter China. Chinese companies are very confident in their business opportunities and willing to invest in branding.

And Chinese advertising is not cheap, nor is marketing talent. Great Chinese marketers can make as much money as great marketers in USA or other places.

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How to Develop Digital Content – 4 Analyst Insights

IDG Connect 0811 300x141 How to Develop Digital Content – 4 Analyst Insights

With digital content so widely consumed online it’s important to create relevant and interesting content for your audience. These four insights from our Principle Analyst, Bob Johnson, will help you build a content strategy that works for your brand.

1. Do You Have a Digital Content Strategy?

Today many are clamoring for a content strategy. The trouble most organizations do not understand that it is a lot harder to implement than it is to conceptualize. Read more >

2. Do You Follow these Five Senses?

What does your content tell you about the people who consume different assets? Is each asset a good listener, does it have a sense of taste, can it smell a buyer from non-buyer, does it see where the buyer’s interest lies and can it feel the readiness of a buyer to engage with sales? Read more >

3. Do Misuse Your Content?

You spend so much time, money and effort on creating digital content but too much of that effort goes wasted as we see multiple issues. See you if stand out from the crowd by thinking about your content against these common mistakes. Read more >

4. Do You Organize Your Content Effectively?

As you focus on how to organize your digital assets on your website, you face a multitude of options. But when you ask buyers how they prefer to see content organized, they speak very clearly that they have a primary preference. Read more >

Brand Publishers Are Ditching Facebook in Favor of Microsites

ADWEEK

Brand publishers are more aware that they’re really just renting social media space on Facebook and are moving resources away from the social network.

One agency said its clients are pulling away from Facebook in “dramatic numbers”—reallocating their resources to microsites and alternate social channels like LinkedIn—after the agency’s social media managers saw a “dramatic dip” in reach for their messaging over the last 16 months. They attributed this decline to Facebook’s EdgeRank algorithm, which curates the content users see in their News Feeds.

“Brands don’t own what happens on Facebook, and as organic reach has been absolutely eviscerated, they remain aware of that,” said Forrester analyst Nate Elliott, adding that marketers have been telling him that they no longer see Facebook as a viable marketing channel.

Facebook’s complete control of content on the platform can also wreak havoc on brand campaigns developed specifically for the social network. In March 2012, Elliott said the mandatory Timeline layout change wrecked some custom brand page experiences. “Just changing one pixel can ruin the entire thing,” he pointed out.

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Tune Audiences Into Your Marketing Video Initiative

IDG Connect 0811 Tune Audiences Into Your Marketing Video Initiative

With video consumption on the rise, audiences today expect to able to receive information that is easy to digest and also engaging. It is predicted that by 2016, 1.6 billion people will be watching video online, and the growth of video traffic on the web will rise from 57% to 69% by 2017. As a result, a million minutes of video content will cross the network every second in 2017.

Given the eminence and influence video content will have over the next few years it could become one of the marketing department’s most powerful tools. Videos can be shared as compelling content that can help attract new customers, encourage existing ones to upgrade to a new product or spread product information quickly and efficiently.

Short videos can even be used as an alternative to lengthy text descriptions, telephone calls and face-to-face demonstrations to help a customer chose the right product for them. James McQuivey from Forrester Research believes that one minute of video can be equivalent to 1.8 million words. Video can provide easily accessible, on-demand information that is also engaging to a wider customer base.

Creating video content that is audience-tailored and accessible across multiple devices can keep digital marketing initiatives on the road to success. One quick and easy method of content creation is screencasting. Screencasting software records everything on your screen from applications and mouse clicks to your audio commentary. Screencasting technology is efficient since little investment is required for equipment and unlike working with video cameras or other videography equipment, very little training is needed.

To make successful screencasts, there are a few factors any marketer should consider:

Know Your Audience

With any video marketing initiative, understanding what makes your audience tick should be a priority. One video might be the right hook for a particular viewer, however could completely miss the mark for someone else.

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U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

IDC PMS4colorversion 1  U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

FRAMINGHAM, Mass., September 16, 2014IDC Government Insights today announced the availability of a new report, Perspective: Looking Up – U.S. Federal Cloud Forecast Shows Sustain Growth Through 2018 (Doc #GI250735). The detailed report, a follow-up to IDC Government Insights’ inaugural cloud spending forecast in July 2013, evaluates how the U.S. Federal Government is spending part of its IT budget on cloud-based solutions. According to the new forecast, cloud spending now represents about 5% of all IT spending by the federal government. IDC Government Insights expects that the growth will continue into FY2015.

  • ClicktoTweet:  IDC U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

For five years, both the U.S. Federal CIO Council and the Office of Management and Budget (OMB) have been pushing government agencies to move some types of IT systems to the cloud, particularly new systems, stored data, and mobile solutions. The ongoing level of spending on cloud solutions indicates that this effort is finally having a significant long-term effect. Total cloud spending is going up and the nature of cloud spending itself is changing.

Key highlights from the forecast include:

  • Federal cloud spending for FY2014 will come in higher that originally predicted. A year ago, OMB stated that agencies are slated to spend a little over $2.2 billion on cloud solutions for 2014. By the end of this fiscal year, that number will grow to more than $3.0 billion.
  • As in the previous two years, OMB has predicted a slight pull-back on cloud spending for upcoming FY2015. The current estimate is just under $2.9 billion for next year, however, IDC Government Insights believes that cloud spending will actually increase, not decrease, for FY2015, rising to perhaps to as much as $3.4 billion.
  • Software as a Service (SaaS) is passing Infrastructure as a Service (IaaS) as the largest type of cloud spending. Last year, OMB estimated that agencies would spend $1.2 billion on IaaS and $724 million on SaaS for FY 2014. This meant that government was different than other industries, since most spend more of their cloud dollars on SaaS. But by the time FY2014 ends on September 30th, the federal government will have spent just $986 million on IaaS, and over $1.3 billion on SaaS.

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Media Advertising Sees Largest Growth in Over a Decade

IDG Connect 0811 300x141  Media Advertising Sees Largest Growth in Over a Decade

Media Advertising

Media advertising spending will see its largest growth in over a decade, according to Neustar’s Media Intelligence Report for Q2 2014. Companies are focusing more and more on the data that they can collect, and they are trying to use that data for their marketing. However, half of marketers reported that they’re still having trouble linking the data to actionable insights.  Some of the other areas of interest in the study were social, video, and mobile. Social is the only channel that performed above the indexed average for reach efficiency, and video and mobile are becoming a more normal buy. The three areas that Neustar advises marketers to work on for the upcoming year are mobile, video, and attribution.

Inbound Marketing

Ascend2’s Inbound Marketing Research Summary Report takes a look at what’s next for inbound marketing. Currently, 90% of companies are integrating social, search, and content for inbound marketing purposes, and most of them are doing it successfully. For the next year, the most important objectives for inbound are to increase conversion rates and improve lead quality. One of the challenges of inbound is the lack of an effective strategy, which will begin to change as more companies adopt inbound as a top marketing priority.

 

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Digital Marketing Strategy: The Importance of Language

IDG Connect 0811 300x141 Digital Marketing Strategy: The Importance of Language

There’s no doubt that we’re living in an increasingly multilingual society. It actually takes 20 languages to communicate with 80% of the world’s online population. However, according to a report from Common Sense Advisory (CSA), content in English has dominated the web “while companies have catered to Anglophone markets and the enormous spending they generate”. Despite this, English isn’t in fact the only prime language of ecommerce.

When it comes to business, people like being marketed to in their native language and, more often than not, that’s not English. We’ve commissioned a year-long study into the behaviour of the millennial generation (aged 18-36) looking at how their behaviour is forcing businesses to adapt their digital marketing approaches. A key focus for us within this has been the impact language has on marketing techniques. We surveyed 1,800 millennials and found that 32% of the millennial generation in English-speaking markets actually prefer a language other than English. What’s more, 46% are more likely to make a purchase if information is presented in their preferred language. These findings are supported by the CSA’s report which highlighted that 75% of online shoppers are more likely to buy products from websites in their language and 74% are more likely to purchase from the same brand again, if the after-sales care is in their mother tongue.

More so than any generation previously, it’s the millennials who are causing the biggest headache for marketers. They’re far more demanding than their predecessors and expect content to be delivered to them across their preferred device, channel and more importantly, in their preferred language. Figures like those above demonstrate just how language needs to be an integral part of any global digital marketing and customer experience strategy. If you don’t have this factored in then you risk alienating a significant proportion of your target audience, reducing the likelihood of driving brand advocacy and sales.

But how can marketers easily deliver high-quality multilingual content to their customers? It often seems particularly difficult to accomplish this in such a fast-moving, multinational market where millennials interact online and through social media. Digital marketers need to implement solutions that will enable them to translate potentially high volumes of high quality content into multiple languages, and deliver this at speed.

A great example of a business committed to offering its customers this service is B2B travel providerGTA, part of the Kuoni Group. GTA is growing fast, with already thousands of customers in 185 countries worldwide and processes over 21,000 bookings per day in more than 25 languages online. The company has recognised the importance of localising its content – tens of thousands of hotel and ground travel descriptions – to its global customer base, particularly as it continues to grow exponentially. It aims to deliver a seamless and personalised customer experience by addressing cultural differences.

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The 5 mistakes marketers make that prevent them from becoming leaders

MarketingWeek

The job of turning that aspiration into a reality is fraught with obstacles – some self-imposed and others dictated upon marketers by their organisations. Business leaders speaking at The Marketing Academy’s inaugural “Inspire” event in London this week outlined the five challenges and how they can be overcome in order for marketers to get to the top of their careers.

Mistake #1: marketers are underselling marketing

Marketers are “best placed” to become future CEOs, but they need to reframe how they and the skills they have are seen within the business, according to founding partner of creative agency 101 Phil Rumbol, who also draws on his experience as marketing director at Cadbury and alcohol giant InBev.

He said: “Part of the problem is too often people equate marketing to advertising and promotions, but I think marketing is about a whole lot more than that. It’s about doing things that make a brand or service relevant, but the whole image of marketing is skewed to the fluffy, spin, marketing men getting people to buy things they don’t really want. Marketers need to go back to basics and use [and talk about] advertising once the core and basics are as strong as they can possibly be.

That warped image of what a marketer does (or should be doing) in their role, is affecting their ability to influence the finance director.

As Rory Sutherland, executive creative director and vice chairman of OgilvyOne, acerbically framed it: “There’s a  danger marketers are suffering from kind of Stockholm Syndrome, it’s a bit like being [Josef] Fritzl’s [- found guilty of imprisoning his daughter for 24 years, alongside four of the children he had fathered with her -] children to the finance director. It’s been going on for so long [marketers] have started to take on some of the attributes of their oppressors”.

The result has seen marketers trying to speak the “deranged” language of economists – a lexicon that implies human behaviour is predictable – in justifying their actions, which means many finance directors still see marketing as a cost centre: a source of inefficiency rather than competitive advantage, Sutherland said. In order to obtain the budgets required for marketing innovation, marketers would do well to learn behavioural economic theory and apply it to marketing, using the “scientific terminology finance directors have come to expect”, giving them the opportunity to fight back with case studies of marketing effectiveness.

Mistake #2: marketers aren’t curious enough about other areas of the business

Former Procter & Gamble marketer and now CMO of holiday rental site Housetrip Zaid Al-Qassab said a good marketer is “insatiably” curious about people, but for many marketers that stops at their customers rather than looking internally too.

“An awful lot of people have a major blind spot where they’re not insatiably curious about all the other people in the business around them. I speak to a lot of marketing directors who do not know what they key performance measures are for their finance director and other departments…it’s hard to make it on to the board if you’re not curious about what they are trying to achieve,” he added.

Richard Robinson, managing partner at marketing consultancy firm Oystercatchers, shared Coke’s mantra: “the only brand you will ever manage is yourself”.

“That stuck with me, knowing who the hell you are, what your personal brand was and managing your career across all those different brands: it’s all about you and how you can enable all the other people around you to succeed. To do that you have to be hungry, hoover up as much information as you can to be interesting and have a point of view,” he added.

Mike Hughes, director general of ISBA, advised marketers to be particularly curious about the procurement department – not least because they report into the chief financial officer.

He added: “Procurement has to be embraced, cuddled or part of the team, one thing a marketing director should not do is be excluded in the conversation about the agency…because procurement can completely undermine what you get from an agency as if their margins are slashed wafer thin, you won’t get the best people.”

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