Advertising & Marketing Events
Event Date Location

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

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, 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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Getting Maximum Value from Data Marketing

IDG Connect 0811 Getting Maximum Value from Data Marketing

A social media expert with over 15 years’ experience in digital, Christian works with some of the biggest platforms and programmes on TV, taking social media data and making it into relevant, interesting and engaging content. He currently works at performance marketing agency Albion Cell, delivering data-driven social media strategies for clients including King.com, Jose Cuervo and Ubuntu.

Marketers are often unduly daunted by the prospect of big data, possibly because the sky really is the limit when it comes to what can be done and how much can be collected. There is also a problem in that despite it being a ‘hot topic’ for so long, most businesses still aren’t leveraging new data technologies and techniques nearly enough.

Data presents an enormous opportunity to better understand your customers and their purchase behaviour, and then hone your marketing based on these insights.

Even if you are planning to outsource your data efforts to a consultant or agency, it’s a good idea for any marketer to have a basic, practical understanding of the key aspects involved. The more intelligently targeted your marketing is, the more efficient it will be.

1) Choose the right data storage for your business

There are effectively two types of data storage: on-premise or off-premise. While off-premise is more cost effective (and used successfully by online-only businesses like ASOS and Amazon, which have been able to create their systems from scratch entirely in the cloud), there are always issues of access and privacy or security. On-premise is more expensive due to high server costs, but gives businesses full control over the data – banks, for example, use data warehouses to minimise risk. When you’re deciding which system to use, consider your priorities and choose accordingly.

It should be noted that some businesses do a hybrid approach, but the challenge here comes when you want to combine your cloud data with any on-premise data to do deeper, more thorough marketing. Lloyds Bank has successfully built a very sophisticated hybrid system but there currently isn’t a way of combining on and off-premise data very easily or efficiently.

2) Only store what you need

The key point you should think about is what, from the enormous volumes of data you can collect, you actually need to collect and store. If you store only the relevant data you can be far more efficient.

Read More Here…

Top Tips To Achieve Best Value From Your Marketing Agency

IDG Connect 0811 Top Tips To Achieve Best Value From Your Marketing Agency

These agencies are, of course, excellent at demonstrating their value to the business, using a raft of measurements to prove the quality of the campaign – from website visits to conversions and brand awareness. These metrics will often look fantastic – and make life far easier for the Marketing Manager to make the case for additional budget. But how much impact does higher numbers of website visits have on a business’ top line revenues?  If the CFO turns the tables and asks the Marketing team that question most, to be frank, will have little or no concrete information.

Below are five top tips to ensure you get the best value from your marketing budget – or marketing agency:

Tip #1 – Track, track, track your leads

Digital marketing offers the compelling promise of accurate measurement and rapid time to market, enabling companies to not only gain new understanding into the value of the marketing investment, but also to ramp up those campaigns that are proving to be incredibly successful. However, take a step back – just where is the value being delivered? Increasing web site visits four fold or delivering 100% more leads looks fantastic – and certainly proves the marketing agency’s skills – but the devil is in the detail, how many of these leads are actually driving sales?

The reality is that most companies simply do not know. They are failing to track these leads through the business and have no idea how many are qualified out by the sales team; at what stage; and why? Without this information not only are the measures of campaign success irrelevant but the marketing agency has no information to use to refine the campaign to truly meet business needs.

Tip # 2 – Scrutinize the detail

Marketers need to scrutinize in detail the ‘leads generated’ and determine whether they are within the company’s key target markets and geographies; whether they convert into the expected sales pipeline at the ratio expected; and ultimately into closed deals. Essentially, companies need to measure, and not just estimate, the true return on marketing investment.

Continue reading for more tips…

 

The future of ‘everywhere ergonomic’ technology

IDG Connect 0811 The future of ‘everywhere ergonomic’ technology

It’s difficult to avoid adverts or news stories about the amazing technological feats the modern ‘intelligent car’ can perform. One of the most impressive is that a vehicle can now ‘know’ its position on the road, sense when it may be veering into another lane and transmit a warning vibration through the seat to jolt a drowsy driver into attention.

This type of technological innovation that makes our lives safer and easier to navigate is set to extend to the workplace. Already, there are smart chairs that measure our posture and how long we’ve been sitting, as well as smart work surfaces that know when we’re present.

In a recent interview with the Economist Intelligence Unit on ‘The Future of Work’, (sponsored byRicoh Europe), Alan Hedge, Director of the Human Factors and Ergonomics Laboratory at Cornell University, points out that this type of technology is just the start, “we are at the very beginning of a revolution in ‘active’ objects and products that have sensors built into them.”

Professor Hedge terms this interaction between people and design technology ‘everywhere ergonomics’. While smart chairs and surfaces may not have made their way to all workplaces just yet, many people will already be using everywhere ergonomics at home. It’s only a matter of time before the boom in wearable devices begins to have a transformative effect on the workplace. Think back to how the widespread adoption of smartphones kick-started the shift to mobile working promised by portable computers years earlier. I believe this boom could be bigger.

Continue Reading…

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… 

 

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… 

Digital Marketing Budgets Increase and Social Media Postings

IDG Connect 0811 Digital Marketing Budgets Increase and Social Media Postings

This week I will be looking at the increase in digital marketing budgets and the most effective times to post content.

80% of Companies Plan to Increase their Digital Marketing Budgets

As more companies see the importance of digital marketing, it’s expected that 80% of companies are planning to increase their budgets in the next 12-18 months according to Mondo’s recent study, The Future of Digital Marketing. It is foreseen that in the next three – five years company revenue driven by marketing will increase by 30%.

Over the past 15 years this dramatic shift from traditional to digital media has caused changes in consumer behaviour. This has lead marketing to rethink its positioning and adopt a digital mindset to meet this shift as 98% of marketers see the role of the traditional marketer continuing to change.

According to study, the main forces that have caused this change are the increased number of channels to reach the audiences, innovative ways to think about customer engagement and the challenge of breaking through the noise of the target audiences.

This has driven a change in marketer’s skillset as more organisations are moving away from the traditional skills. Mondo found marketing departments skill are made up of digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%).

All this goes to show, the evolution of marketing and technology has weakened the traditional marketer’s role as more companies align themselves with the digital age.

Read More… 

Digital Marketing Budgets Increase & Social Media Postings

IDG Connect

80% of Companies Plan to Increase their Digital Marketing Budgets

As more companies see the importance of digital marketing, it’s expected that 80% of companies are planning to increase their budgets in the next 12-18 months according to Mondo’s recent study, The Future of Digital Marketing. It is foreseen that in the next three – five years company revenue driven by marketing will increase by 30%.

Over the past 15 years this dramatic shift from traditional to digital media has caused changes in consumer behaviour. This has lead marketing to rethink its positioning and adopt a digital mindset to meet this shift as 98% of marketers see the role of the traditional marketer continuing to change.

According to study, the main forces that have caused this change are the increased number of channels to reach the audiences, innovative ways to think about customer engagement and the challenge of breaking through the noise of the target audiences.

This has driven a change in marketer’s skillset as more organisations are moving away from the traditional skills. Mondo found marketing departments skill are made up of digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%).

All this goes to show, the evolution of marketing and technology has weakened the traditional marketer’s role as more companies align themselves with the digital age.

Continue Reading…

The New Core of Business: B2B Marketing & Social

IDG Connect

B2B Marketing Budgets to Increase in 2015

More than half of B2B marketers plan to increase their marketing budgets this year, with the average budget increasing by 6%, according to a new report by Forrester Research.

The survey based on 132 B2B marketers found that 51% of marketers plan to increase budgets this year, 30% plan to keep budgets the same as last year, while 8% plan to decrease budgets. However, it looks like the confidence in marketing has increased compared to last year’s findings. The same report delivered last year found only 32% of B2B marketers expected to raise their marketing budgets, 45% planned to keep budgets the same, and 22% said they planned to cut their budgets.

The research also found that marketing budgets will make up 7% of revenue on average, compared with last year’s average of only 4%. While the marketing programs that will be allocated the largest budget are in-person events (14%), followed by digital marketing (10%) and content marketing (9%). These represent a decline from last year findings. With events share declining by 6%, and digital marketing and content marketing decreasing by 3%.

It could be considered this decline demonstrates marketers spreading their budgets across more marketing programs to strengthen their efforts. But the overall increase shows a promising future for the B2B marketing landscape.

Marketers Believe Mobile is the Core to Their Business

If you haven’t started introducing mobile, it’s looking like 2015 is the last call to get started as more marketers are seeing its importance. According to Salesforce’s 2015 State of Marketing report marketers (71%) view mobile marketing as the core to their business.

Continue Reading…

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.

Continue reading… 

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 >