The Cloud may invoke images of effervescence that leaves no trace, but in reality the Cloud means just another data center, along with the accompanying Carbon Footprint. The issue of being Green has never been higher on the agenda, but how do professionals feel about Green IT, and how does this vary either side of the Atlantic? This paper compares the enthusiasm for Green IT between the US and Europe.
A recent report, The Cloud Begins With Coal, calculated that the ICT ecosystem now approaches 10% of world electricity generation. “The zettabyte era already uses about 50% more energy than global aviation.” While in recent years, we’ve seen Greenpeace release the “How Clean Is Your Cloud?” & “How Dirty Is Your Data?” reports, along with a feature-length article in the New York Times entitled “Power, Pollution and the Internet”, which includes the startling quote, “A single data center can take more power than a medium-size town.”
Whether for or against, Green IT has gradually become a major topic within IT in recent years. But has a once passionate and polarised audience become apathetic after years of intense media attention? How does feeling on the subject vary either side of the Atlantic, and do those within IT feel enough is being done to promote the subject? To gauge the levels of enthusiasm and apathy towards Green IT, we surveyed 149 business & IT professionals from Europe and the US and compared the results. Interestingly, the number of US participants proved far lower than European, due to far less enthusiasm for partaking in the survey.
White papers, webinars are leading SMB content pieces used for lead gen
Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.
As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means by which marketers gauge success remains relatively unsophisticated—76% of marketers said their prime definition of a lead is a prospect request to be contacted.
This indication of serious interest was much more appreciated as a hot lead than a request for a white paper (43%), attendance at a webinar (35%) or visits to a company’s website (30%), according to BtoB’s study, which was based on an online poll conducted in June and July of 282 b2b marketing professionals. Overall, marketers placed the least value on being followed or “liked” on social media.
The Content Marketing Report 2013 shows that 82% of organisations are planning on increasing their content production over the next 12 months, whilst Content Marketing is becoming one of the biggest buzz words today. But what does it all really mean for businesses and how can Charles Dickens help today’s marketers tap into an escalating demand?
Put simply, Content Marketing is the art of using really good information to promote brands, products and services. Yet beneath this neat wrapper it is not so simple…
Content Marketing is truly disruptive, flying in the face of conventional smash ‘n’ grab advertising and demanding different skillsets and longer term nurturing techniques to prove successful. And the challenge is growing, because as escalating volumes of content floods online, it is becoming ever more difficult to produce premium quality content that that stands out in a saturated space. Today, truly engaging an audience requires creative storytelling, journalistic fact checking, all coupled the promotional wiles employed by most marketers.
The Brazilian mobile device market is booming – mobile phone penetration levels are reported to be well over 100%. This might not be the full story though – a 2011 Nielsen report into global youth mobile ownership shows the country has a high level of multiple subscriptions among the younger generation, which have skewed the true figures. Despite the size of the market and the popularity of mobile devices, mobility in the workplace is yet to be investigated. To rectify this, IDG Connect interviewed a select group of IT and business professionals to gain an insight into business mobile use in Brazil.
For more international research from IDG Connect, click here
While the large majority of the Western World has access to the internet – whether from mobile, laptop, library or school – things are very different in regions such as Latin America. The UN estimates that 50% of the world has little or no access to a computer, while in Mexico almost 70% of the population lack access to the web. Though Latin America may be a growing market, it still suffers high levels of inequality, and with it comes a severe lack of access to technology and the benefits it can bring. To test feeling around the issue of the Digital Divide, we surveyed 66 local business & IT professionals, asking if they felt the Digital Divide across Latin America was improving. Though the majority agreed that it was indeed getting smaller, a significant number felt that no progress is being made on the issue.
For more international research from IDG Connect, click here