Events
Event Date Location

Video Insider Summit

09/14/2014 - 09/17/2014 Montauk NY

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

IT Roadmap Conference & Expo

09/17/2014 San Jose CA

CIO Perspectives Chicago 

09/18/2014 Chicago IL

 CSO Perspectives on Data Protection and Privacy

09/23/2014 San francisco CA

OMMA Premium Display @ Advertising Week

09/30/2014 New York NY

OMMA RTB (Real-Time Buying) @ Advertising Week

10/02/2014 New York NY

The Hub Brand Experience Symposium

10/07/2014 - 10/08/2014 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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Enough with Random Acts of Content

IDG Connect 0811 300x141 Enough with Random Acts of Content

By Bob Jonhson

About six years ago I began using the phrase “random acts of content.” Imagine that when you fast forward to today we are still stuck in a rut without the ability to be methodical. We still use what I call a “cover the waterfront” mentality with our content assets. That means they try to cover too much ground such as multiple buying stages, decision roles or audience segments.  This makes it far more difficult to discover several things:

  • How a buyers content consumption reveals the current stage of the decision process
  • What particular role a buyer plays in the process
  • What their primary hot button is if it is technical, financial, or business impact
  • What value propositions are most motivating to them

So, you are left with a demographic approach to nurturing, that is, based on their registration or profile information rather than what they are most interested in. This simply does not enable nurturing which must focus on what is most relevant to that individual with sufficient focus.  So who in your organization is going to step up to this?

I had over thirty recent meetings where I asked the sales and marketing people if the current challenge is to fill the funnel or move the buyer through it. One person said both, one new business unit head said fill it, and everyone else said move the buyer through it.  So, why are so many doing nothing about it except buying more lists, sending out more emails, talking about marketing qualified and sales qualified leads and creating false thresholds of time or number of assets downloaded to determine lead viability and when to push them to partner or direct sales.

The keys to nurture is to break up your content into what can be chunked effectively to the buyer  based on preferences, needs and buying stage. In each asset, call out what stage it is for as well as role and interest.  If you open an asset with something like “While you build your shortlist of finalists…” you immediately tell the buyer what stage the asset intends to aid. But just stick to a single stage in any given asset and for the later stages where you most likely have gaps, take shortened versions of earlier stage assets and pull out the elements that address members of the larger buying teams who are likely from the lines of business, finance and operations. Smarter and more concise content reduces a tendency towards randomness. Then, you can nurture more effectively and better gauge where a buyer is in the decision process.

 For more blogs and research from IDG Connect, click here

5 Ways to Speed up Your Website

IDG Connect 0811 300x141 5 Ways to Speed up Your Website

It’s no secret that in the 25 years of the web’s existence, we’ve become increasingly impatient. What used to be the 10-second rule of performance in 1997 has rapidly shrunk from eight, to four, to threeseconds. Now, at the first sign of inconsistency, most of us will decide that a site can’t deliver the experience we want. And, as we have little charity for poor-performing applications, we then disappear. Forever.

Our impatience isn’t necessarily a bad thing. We simply know now what is possible from the applications that are successfully being served up on the web. Sites like Pinterest, Tumblr, Airbnb, Dropbox, Netflix, serve up some of the most popular applications on the web without compromising on performance. As discerning users, we naturally wonder why these sites can accomplish this feat while others seemingly cannot.

The answer? They use an application delivery toolkit to serve their performance hungry users. And not in the way you might think.

Application Toolkits

Many people may be familiar with high-performance webservers for handling the never-ending growth of inbound connections. That’s great—but they can actually do much more. The more sophisticated sites mentioned above, for example, are using the combination of features in high performance webservers and proxies as an application acceleration toolkit.

There is no single “silver bullet” when it comes to increasing performance and improving the end-user experience. But here are five key reasons why application acceleration toolkits work:

1.    Enhance the power of your existing front end
By off-loading the heavy lifting of HTTP from your app servers, you increase your capacity for handling inbound, concurrent traffic—giving you greater efficiency and performance.

2.    Intelligently route traffic to the appropriate back-end resource pools
Every server need not be the same. You can specialize; tune some servers for fast content delivery without authentication; tune others for high-security transaction processing. Route each request to the appropriate resource pool and get responses back to the client without delays. This technique alone can greatly improve performance as well as security.

3.    Load-balance traffic within pools of servers
Many load-balancing disciplines— which allow traffic to spread evenly between servers—are available that will allow you to disperse traffic across multitudes of servers and pools of resources. Again, this improves performance—as well as availability.

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Details emerge about how world’s best media companies innovate routinely

INMA

Innovation is a process more than it is a great idea. That was one of the great lessons from last month’s INMA World Congress in San Francisco.

And it’s especially important for media companies aiming to reinvent themselves in the eyes of readers, advertisers, communities, shareholders, employees, and other stakeholders.

David Kelley, the founder of the global design and innovation firm IDEOtold INMA last month that companies should prioritise the art of “innovating routinely.”

Merging that idea with what I see among media companies worldwide, I would say that it is the willingness to throw down seeds that will multiply that separates the companies that occasionally come up with great ideas using gut instincts akin to the mad scientist in his garage and those that are laying the foundation from which ideas grow systematically via culture and process.

“Innovation” is an over-used word in the media industry these days. For companies to capitalize on innovation’s ramifications, we have to see innovation as a foundation and not an idea. That requires some vernacular gymnastics in the media business.

To this end, INMA this year launched the Global Innovation Awards. This was a contest designed to surface efforts by media companies to innovate routinely.

In today’s blog post, I want to shine a light on the four regional winners and turn the light brighter on some examples that fit David Kelley’s view of innovation as culture and process.

Regional winners of Global Innovation Awards

First, congratulations to regional winners of the INMA Global Innovation Awards. With their permissions, we provide you links below that give descriptions of their innovation programmes.

Fairfax, MittMedia, and state of innovation

What do these case studies tell us about the state of innovation in the media industry?

There is a movement afoot in the media industry to encourage the kind of seed-planting, human resources-facilitated, people-oriented innovation programmes for which Gannett, MittMedia, and Fairfax Media were rewarded.

MittMedia and Fairfax Media won Global Innovation Awards for the comprehensiveness of their programmes.

Read more…

Track Your Brand Performance in New B2B Markets

IDG Connect 0811 300x141 Track Your Brand Performance in New B2B Markets

By Bob Johnson

The Value in Knowing the Good the Bad and the Opportunity

Imagine your company is entering a new market with a new offering. No doubt you ask yourself certain questions prior to entry, but a bigger question is what will you ask buyers in that market periodically after the initial launch? My observation is that too few companies ask critical questions until it’s too late for significant course corrections. I wonder out loud if it is that they prefer not to know, or don’t know what to ask.

No doubt you’ve done your pre-launch homework. But I’ll restate the three most important question across a range of areas so you have all the information in one place:

Where to Target

  1. What target audience is most involved in buying your offering?
  2. What functional areas of the business have involvement in the buying decision?
  3. What degree of influence do those functional areas have in making a choice?

What to Say

  1. What value propositions is the overall audience most interested in that matches their needs?
  2. How do the value propositions vary by audience segment in terms of functions, roles (decision maker vs. recommender) and focus (technical, financial, business)?
  3. How do key topics surround your offering and which are most important?

Where and How to Say It

  1. What content types and formats do your prospects prefer and rely on during each buying stage?
  2. What are your competitors using today for types, formats and messages and what gaps do they have that you can expose to speed interest and penetration?
  3. What sources do they rely on for purchase related information such as you, third parties or peers?

So, you launch and you promote and you begin to fill the top end of the funnel. Competitors react and you amplify, accelerate and do all that you can to build awareness, interest and pipeline. But do you track on a quarterly or periodical basis how you’re doing in terms of awareness, interest and perception?

Speaking with multiple agencies that represent vendors entering new markets there appears a predisposition to not ask the obvious questions beyond looking at funnel and pipeline. Could it be because brand managers are hesitant to know too much too soon? This confuses me, as there is so much that can be done to fine tune your market entry by such tracking.

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Top Tips: How to Engage Customers on the Go

IDG Connect 0811 300x141 Top Tips: How to Engage Customers on the Go

Anthony Wilkey

The way consumers access and interact with content on mobile devices has evolved considerably over the last five years. Indeed, recent figures suggest that by 2019, global smartphone penetration will have exploded to 60%, from the 25-30% it is today. The prevalence of smartphone and tablet use by today’s consumer makes mobile a key channel for marketers to employ, engage and interact with their audience.

In my experience, these five tips are essential to make the most of a mobile marketing campaign:

Get into a mobile state of mind

Just as data is critical for fuelling relevant and engaging campaigns, it is equally critical for marketers to understand the driving factors behind their customers’ mobile mind-set when developing mobile marketing strategies and campaigns. Knowing how subscribers engage with their devices (and marketing channels) and when, will help to create a positive customer experience for those on the go, on their couch, or at their desk.

Optimise your content

As strategies are established, it is important to make sure campaigns are optimised for mobile phones or tablets. If email, web pages or forms are hard to view or slow to load, it will be difficult and often impossible to keep visitors engaged – especially if the information isn’t relevant or of value to them.

Test campaigns, reap the rewards

Testing campaigns in their mobile state can identify which campaign elements are performing well, and which may need tweaking. Use the findings to your advantage. For example, if it is found that most mobile users will access their device during their commute at 8am – why not use this information and inject it into future campaigns and make sure to send a compelling and relevant email when they are most likely to see it, read it and respond to it?

Create a consistent, customer-friendly experience

When bringing a mobile, multi-channel strategy to life, it is important to consider the broader customer experience. Understanding when and how to connect with your mobile customers includes considering the experience your customers will have on their mobile devices across your marketing channels. Is everything you’re developing mobile friendly? To connect with customers, brands should look to create an all-encompassing, consistent and emotional experience from the outset, at all stages of the customer lifecycle.

Use mobile to build on a traditional marketing approach


With the help of modern marketing technology, brands have the opportunity to engage customers with one-to-one personalised, real-time messages. But rather than replace traditional strategies entirely with new online and mobile channels, marketers should consider building on their marketing foundations and extending these offers across the channels with which they engage. It is important to recognise that mobile experiences are one part of a multi-channel marketing approach that is continually evolving. As part of an integrated strategy, it has the ability to complement a brand and become a cornerstone of marketing efforts.

For more blogs and research from IDG Connect, click here 

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.

Continue reading…

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:

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