Advertising & Marketing Events
Event Date Location

Social Media Insider Summit

08/20/2014 - 08/23/2014 LAKE TAHOE CA

iMedia Agency Summit (Malaysia)

08/25/2014 - 08/27/2014 Kota Kinabalu Malaysia

iMedia Brand Summit (Australia)

09/01/2014 - 09/03/2014 Gold Coast Australia

iMedia Brand Summit (India)

09/03/2014 - 09/05/2014 Adao Waddo, Salcette India

iMedia Brand Summit: Marketing in an Always-On World

09/07/2014 - 09/10/2014 Coronado CA

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

Ad Age Digital Conference San Francisco

09/16/2014 San Francisco CA

Ad Age CMO Strategy Summit

09/17/2014 San Francisco CA

CSO Perspectives on Defending Against the Pervasive Attacker

09/17/2014 Boston MA

OMMA Premium Display @ Advertising Week

09/30/2014 New York NY

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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MEDIA VOICES: The Wall Street Journal Shares Best Practices for Video Ads

eMarketer

Trevor Fellows, global head of advertising sales for The Wall Street Journal, spoke with eMarketer’s Danielle Drolet about best practices in digital video advertising.

eMarketer: What have you learned over the years about video advertising that you have developed into a best practice?

Trevor Fellows: The user experience has to be paramount. Interestingly, at the moment, there is significantly more demand for video space than there is inventory.

Everybody’s interests are best served by putting the user experience first. We get better quality impressions. Users trust the video experience that they watch with us, and hopefully they enjoy and trust the video content, too.

Consequently, we ensure that our pre-rolls are relatively short. We’ll run 10- or 15-second pre-rolls. And in some cases there’s video where we won’t place any advertising at all—in very important news stories, for example.

eMarketer: How should advertisers determine video length?

Fellows: It depends on the type of content and the length of the content. There’s a world of difference between long-form and short-form online video. We publish both, but the overwhelming majority of our content is relatively short form, and consequently, we make sure our advertisers know that.

The people willing to sit through 30 minutes are much more likely to watch a 30-second commercial beforehand or to sit through a break at some stage in between. But because most of our video views are coming from clips that are anywhere between 90-seconds and two-and-a-half or 3 minutes, we’re looking at a 10- or 15-second pre-roll.

eMarketer: What creative works well there?

Fellows: What makes good content is hugely subjective. The one thing that we would ask is, “Is this an interruptive experience?” This is classic advertising. We would strongly advise two things: One, the content should be of a very high production quality and interesting; second, the advertisers should provide a significant amount of variety around their commercial messages. When looking at online storytelling, it’s a best practice to look at the propensity of the audiences to watch two, three, four videos in a row. There are some advertisers that make just one creative and expect to repeat that. That’s not good for the advertiser, and it’s not good for the viewer either.

eMarketer: What type of video ads are most effective?

Fellows: Pre-roll is the most effective. There’s an enormous amount of deliberate confusion as to what constitutes a video ad. Some publishers are trying to have videos in-banner and claiming that’s video. To me, that’s not really a video ad. A video ad is when a user has chosen to watch a video on our platforms.

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IDG Launches Proprietary CMS Across Network

Folio

IDG Communications is overhauling its back-end infrastructure with the launch of a new proprietary content management system it’s calling Apollo.

The CMS, officially rolling out on Tuesday, will offer editors a range of tools for multimedia storytelling and simplify access to the company’s extensive trove of content. That latter feature could be big for IDG—the company has more than 2,000 journalists, 460 sites, 200 apps and 180 print titles in its media network.

“We believe that our CMS is a critical core component to our digital strategy,” says Michael Friedenberg, CEO of IDG Communications Worldwide. “Having a modernized CMS will enable us to move and engage with our reader at a much deeper level allowing for greater flexibility, productivity, and innovation.”

Display ad viewability was also an area of emphasis for the company, says Gregg Pinsky, the company’s SVP and GM of digital services.

“In the deconstructed right rail design ads and promotion modules are spaced more widely apart and indent slightly into the body of the article to counteract banner blindness typical on traditional two column article pages,” he says. “The template lazy loads the ads, and as long as the user is scrolling the content, we continue to load additional ads at specific intervals. This not only achieves a higher viewability and engagement rate but also results in reduced page load time for a better user experience.”

Friedenberg notes the need to adapt to an environment that’s increasingly focused on video. The company currently delivers 100 million video streams per month, generating about 7 percent of its revenue come from video, with 50 percent year-over-year growth, he says

Apollo is hoping to be the latest shining-star CMS for a big publisher. Vox’s Chorus, Say Media’s Tempest and Forbes’s Falcon are a few that have garnered attention as cutting-edge content creation tools.

Say Media and Forbes have been pursuing licensing deals that could turn their CMSs into standalone revenue streams, but IDG says it’s not looking into similar opportunities right now.

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Dos and Don’ts of Effective Lead Generation

Marketo

You have a big audience that is ripe with potential leads, but they’re not necessarily volunteering to jump in your sales funnel. How do you generate leads – good leads – out of a crowd?

There are a lot of philosophies and opinions on lead generation. To help you cut through the noise, we spoke to four leading marketing experts and got some of their best insights. Here’s what they had to say about the dos and don’ts of effective lead generation.

STAY FOCUSED

Bryan Eisenberg is a global thought leader and pioneer in online marketing. He has authored three best-selling books, and is a highly sought-after marketing keynote speaker. Eisenberg has been a featured expert in The Wall Street Journal and The New York Times, and has been quoted and recognized by dozens of industry publications and organizations.

Do: Develop content for different stages of your buying process.

From email campaigns to landing pages, and from blog posts to ebooks, your audience is consuming your content from all over your sales funnel. Don’t alienate one group by always talking to another.

“When you’re developing content and landing page strategies, plan different designs based on the different stages of your customers’ buying process. Use personas to understand their particular needs during each stage of the process, and develop different offers and calls-to-action that are most appropriate to their needs.” – Eisenberg (@TheGrok)

This will require a well-rounded content development strategy, one that sales and marketing should probably develop together.

Don’t: Let your lead response get lazy.

Even if marketing could herd every qualified lead into your sales funnel, they’ll fall off track if the response from sales isn’t snappy.

“Marketing and sales need to align to use effective content planning, integrate the customer buying process with the company’s sales process, and distribute leads. Then, marketing can provide sales people with details that matter to them about the prospect’s interests and motivations, and distribute those leads effectively. There isn’t a salesperson in the world who wouldn’t respond to that kind of qualified prospect right away.” – Eisenberg (@TheGrok)

Sales and marketing need to get together (again) to develop a robust lead response strategy that everyone can commit to.

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Infographic: How Tech Marketers Are Using Content Marketing

Content Marketing Institute/ Marketing Profs/ International Data Group (IDG)

Below, is an infographic pulled from CMI’s B2B Content Marketing:  2014 Benchmarks, Budgets, and Trends, North America research.

This report highlights key areas of difference between the most effective technology marketers and their less effective peers. This infographic specifically focuses on content marketing volume, effectiveness, metrics and goals for technology marketers.

To download the original report, click here

CMI goals and effectiveness Infographic: How Tech Marketers Are Using Content Marketing

We are drowning in data about readers and attention, but which metrics really matter? You won’t like the answer

Gigaom

Thanks to the web and real-time measurement tools, the media industry has gone from having virtually no hard data on readers and attention to an embarrassment of riches — not only can we measure what people click on, but we can measure how far down the page they got when they were reading, whether they posted a comment, which social networks they came from, and a hundred other pieces of data. The only problem is that this is very much a double-edged sword.

New York Times media writer David Carr recently looked at some examples of media companies that are rewarding their writers based on traffic statistics and other measurements, including The Oregonian — whose efforts I wrote about here. But is paying your journalists based on pageviews or other metrics a smart way to align their incentives with your goals as a business, or does it poison the well when it comes to enhancing or encouraging creativity?

This fear of well-poisoning has even led some outlets — including The Verge and MIT’s Technology Review — to deny their journalists access to the statistics about readers and attention, because they’re concerned that it might distort their judgement about which stories to cover or how much time to devote to them. But then how do writers know whether their work is reaching an audience?

Be careful what kind of incentives you use

In a piece he wrote for the American Journalism Review this week, Chartbeat CEO Tony Haile (who is also an adjunct professor of journalism at Columbia) looked at both sides of the data sword. One danger of using the wrong metrics to reward your journalists, he noted — as I also tried to point out in a recent post — is that you wind up incentivizing the wrong thing, and that can take your site far away from what its original goals were:

Read more…

New Expectations for CMOs

IDG Connect 0811 New Expectations for CMOs

In a new CMO report from Deloitte and Salesforce ExactTarget Marketing Cloud, the 5 new CMO expectations were discussed. The 5 expectations were:

  1. Take on Topline Growth
  2. Own the Customer Experience
  3. Dig Into Data-Based Insights
  4. Operate in Real Time
  5. Master the Metrics that Matter

Are CMOs ready to face these expectations? Not really, but they’re getting there. 53% of CMOs feel the pressure to enable revenue growth, but they struggle because they don’t completely own the conversion path. This has been one of the bigger problems that CMOs are facing; they have to work across functions in order to get things done. This comes into play with the customer experience, too. CMOs now own the largest share of the customer journey, but they need to work with product and service teams in order to create an optimal customer experience across all channels. There’s no doubt that CMOs are feeling the pressure of the digital era, but with that comes big opportunity for growth and the ability to reach all of these high expectations.

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A Call for Digital Content Standards

IDG Connect 0811 A Call for Digital Content Standards

IT buyer frustration with finding the right marketing content to make informed purchase decisions is of great concern. Irrelevant content is a reality to a degree, but when buyers have to unnecessarily consume it because its title or description is unclear, general, or positioning fluff, it adds length to their decision timelines. For vendors, our voice of the buyer research continues to show that such low relevance is a big barrier to inclusion among a shortlist of finalists. Content creators must clarify the potential relevance of any given asset up front by giving each one some profile information for quick consideration by buyers and/or systems.

Without the ability to pre-judge a piece of content, buyers will be forced to waste more and more time wading through assets that don’t help, which adds over 20% to the time it takes to make decisions.   Want evidence? Only five years ago, buyers found relevant content about fifty percent of the time. New IDG Connect research of enterprise buyers within the US reveals the relevance hovers just over forty percent and it adds about 3.5 weeks to the buying cycle. Add on that buyers want to self-search and are busy and impatient and one thing is clear: vendors, agencies and media organizations must take more responsibility to speed the process of how one confirms the degree of relevance of a piece of content without requiring its consumption to do so. That process of force feeding is simply unfair.

IDG Connect proposes standards around how digital content is cataloged and profile information is shared with buyers and automated systems to speed getting relevant content to those who need it most. A content identification method can be simple and powerful to help increase the value of offered content.

The need is all about unintelligent assets. Beyond a clever title, they carry little that identifies them by audience, buying stage or the recently minted term persona.  Here is how we can do this.

Document-based assets should have a given location that lists its profile attributes. Rich media should do the same through abstract or description information that are attached to audio, video, tools or games. Your identification tag does not have to be like those of every other vendor. In fact, you choose attributes from among many to label the asset. You do this based on how you segment your audience and look for those attributes that will be most helpful. The ultimate number offered will be driven by the product or service, its complexity, the audience and asset scope. Here are some examples where I’ve defined the attribute for example purposes:

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Too Many Value Propositions Don’t Talk About Value

IDG Connect 0811 Too Many Value Propositions Don’t Talk About Value

Think about the challenge to create meaningful value propositions. They are most often me-too single words or one-liners that simply get lost in the competitive noise and do little to motivate behavior.  Vendors need to fix how they create and package value propositions beginning with understanding what a true value proposition should be.

One of the better definitions I’ve seen is from Knowledgence Associates.  A value proposition isa customer-focused description of value that demonstrates your knowledge about the customer’s experience or challenge, your specific offer to address it, underscored by what differentiates your offer from any other.

Value propositions must be defensible, sustainable, differentiating and quantifiable. They should articulate how the vendor is able to deliver needed, distinct value or impact if a buyer invests in a particular solution. It is hard work to create an effective set of value propositions. So, many marketers simply make standard product or service statements, using buzz words that are in common use within a market and tout them as value propositions. A word that often is touted as a value proposition is the word “agility.”  But the reality is that a single word that describes a feature or a capability does not make it a value proposition.  What are the challenges or goals that a prospect or customer has that agility can address?  What about your offering leads to improved agility? What does the prospect have to do to get there? What are the tangible improvements they gain along the way? The value could impact how people are allocated, how processes take place, the types of insight a solution provides that leads to clear action steps.

To define strong, customer-focused value propositions is not a simple exercise. It requires working interactively and collaboratively with a broad team that can come from marketing, finance, product management, sales, operations and customer service. The combined team effort brings forth a more complete view about what drives buyer interest by connecting specific needs directly to your solutions. Working together collaboratively will get everyone in the shoes of the customer – a place where they should stay.

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Where is Artificial Intelligence Heading?

IDG Connect 0811 Where is Artificial Intelligence Heading?

Between Google’s January £400 million purchase of DeepMind and IBM’s recent competition to find new uses for supercomputer Watson, the media spotlight seems to be gradually honing in on Artificial Intelligence (AI). We speak to professional insiders to find out if 2014 really is the year for AI.

“I have a list of things I expect people to do with Watson, but by unleashing it to people in Brazil and Africa and China, as well as Silicon Valley, who knows what they’ll come up with. That’s the intrigue behind having a contest,” said Jerry Cuomo, IBM fellow and CTO for WebSphere about the IBM Watson Mobile Developer Challenge, which invites software developers to produce apps that make use of Watson’s resources.

This certainly opens up a lot of scope for progression in Artificial Intelligence, especially when you consider the increased emphasis on machine learning and robotics from companies like Google, which has been gradually acquiring organisations in this space.  In December there was Boston Dynamics, in January there was UK startup DeepMind, and then there were all those smaller deals like DNNresearch along with seven robotics companies at the tail end of 2013.

So where is Artificial Intelligence likely to go in the near term, medium term and long term?

Neil Lawrence, Professor of Machine Learning at the University of Sheffield who works with colleagues on DeepMind and Google says: “The investments we are seeing [by big companies] are very large because there is a shortage of expertise in this area. In the UK we are lucky to have some leading international groups, however the number of true experts in the UK still numbers in the tens rather than the hundreds.”

“The DeepMind purchase reflects this,” he continues. “Their staff was made up in large part by recent PhD graduates from some of these leading groups. Although even in this context the 400 million dollar price tag still seems extraordinary to many in the field. The year 2014 is not the year in which these developments happened, but it may be the year in which they’ve begun to impinge upon the public consciousness.”

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Marketing 101: How to get started in lead generation

B2B Lead Blog

The challenge for anyone in B2B content marketing is to not only to create content that would impress the most experienced reader, but also to have some content that appeals to someone new to the industry.

For that reason, here is a beginner’s look at lead generation with links to many additional resources so you can dive deeper where you would like to. I’ll focus on some fundamental questions you should answer as you craft your lead gen program.

Experienced lead gen marketers reading this: What did I overlook? Please add your own advice in the comments section of this blog post.

Question #1. What do your potential customers want?

Getting leads isn’t as easy as it sounds, if it sounds easy at all. No potential customer wants to wake up in the morning and become a lead for your company.

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