Advertising & Marketing Events
Event Date Location

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

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, 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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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.

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Marketing: What’s Hot?

According to this 2014 Tech Marketing Priorities study by IDG Research, native advertising, social media, and video are what’s “hot” in marketing today. Find out what areas marketers will be spending their marketing dollars over the next 12+ months.

For a related video on this research, click here.

For videos on B2B media, technology and marketing, check out our YouTube channel here.

B2B Focuses On Revenue and Customers in 2015

Mediapost

According to the release of the 2015 B2B Marketing Trends, Predictions and Forecasts report from Regalix, B2B marketing leaders in the U.S., Europe, and Asia, are looking closer at deploying a mix of content and channels to get the best yield from marketing efforts. The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals.

While the traditional channels of marketing aren’t going away, they will see reduced investments in the coming years. In the digital marketing space, Search, Email, and Social continue to dominate, signaling a clear need for further innovation that digital agencies and content providers need to address. In addition, videos and webcasts are growing in importance.

According to the release of the 2015 B2B Marketing Trends, Predictions and Forecasts report from Regalix, B2B marketing leaders in the U.S., Europe, and Asia, are looking closer at deploying a mix of content and channels to get the best yield from marketing efforts. The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals.

While the traditional channels of marketing aren’t going away, they will see reduced investments in the coming years. In the digital marketing space, Search, Email, and Social continue to dominate, signaling a clear need for further innovation that digital agencies and content providers need to address. In addition, videos and webcasts are growing in importance.

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Download the 2015 State of B2B Marketing Report

Screen Shot 2015 02 13 at 2.28.31 PM B2B Focuses On Revenue and Customers in 2015

The New Premium: How Programmatic Changes The Way Advertisers Value Inventory

AdExchanger

Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all picture the same thing: inventory that was bought or sold directly between a media buyer and publisher’s salesperson. Maybe it would be home page inventory or a section front, a page takeover or rich unit. Or perhaps it would just involve a specific publisher that we agreed equated to “premium.”

New programmatic technologies are radically changing how we think of inventory overall, especially the term “premium.” Inventory is no longer one- or two-dimensional – the definition has become much more complex. It is a multidimensionally defined set of attributes that includes traditionally “publisher-controlled” inputs, such as page location, dimensions of the creative, category and content adjacencies. But today there are additional overlaid attributes that flesh out the definition.

Advertisers can bring their own data to the dance, which we’ll hesitantly call “first party,” and overlay additional data sources, which we’ll hesitantly call “third party.” And beneath the surface level attributes are underlying components that can be much more dynamic. These components can help predict how effectively an impression can drive a campaign’s goals or outcomes.

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IDC: 2015 China Internet Industry Top10 Predictions

IDC PMS4colorversion 1 IDC: 2015 China Internet Industry Top10 Predictions

Beijing, February 2, 2015 – The latest research report “Ten Predictions of China’s Internet Industry, 2015″ to be released by IDC reviews the major historical events of China’s Internet market in 2014 and predicts key trends worth noting in 2015. Zhang Yanan, Research Manager of IDC China,believes that “the rapid development of China’s Internet industry relies on three major factors: first, China’s Internet industry is gaining more and more attention nationwide and globally; next, China’s Internet penetration is increasing steadily; finally, the — shifting of consumers from the older generation to the younger one and the changes of consumers’ demands prompt personalized brands and products. With this background, IDC predicts China’s Internet trends in 2015 from multiple angles, including industry, products and technologies.

2015 China’s Internet Industry Top10 Predictions:

  1. China’s Internet will infiltrate into the 3rd- and 4th-tier cities, and dividend brought by these new users will appear
  2. China will become the world’s mobile Internet heartland
  3. The destruction and transformation of traditional industries brought by Internet will no longer be a dream
  4. Online-to-Offline (O2O) will assist traditional E-business suppliers to extend their business to personalized services
  5. Cross-border E-business and mobile E-business remain two highlights in the traditional E-commerce market
  6. Pan-entertainment industry with IP license as the core will be put into practice further
  7. Private banks and equity-based crowd-funding will lead Internet financial market
  8. As the main method for mobile payment, QR codes will impact the elderly and housewives
  9. Internet companies will race to capture car networking and car after-service market
  10. Network security will be elevated to the national security level

Among the numerous predictions, IDC suggests industrial readers to pay special attention to the following keywords:

New demographic dividend, personalized service E-commerce, pan-entertainment, QR code payment

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5 things we learned about magazines’ digital challenges

Digiday

Top magazine companies from Condé Nast to Rodale to Time Inc. convened this week for their annual confab, called the American Magazine Media 360 Conference 2015. The theme, appropriately, was “What’s Next,” as players discussed how they’re grappling with the challenges and opportunities of adapting to the digital upheaval. Here are the top five things we learned.

Magazines still have a lot to learn about digital
The medium’s come a long way in accepting that digital is here to stay, but executives conceded they have a long way to go in getting the skill sets they need to compete against digital natives that aren’t held back by legacy thinking. Companies have dealt with this gap by hiring outsiders or buying digital companies outright, as Condé Nast has in taking executives from its newly formed entertainment group and embedding them into corporate sales, and Meredith Corp. has in buying Selectable Media, an engagement ad company, and installing its executives at the company. “No question, we have to get better at digital,” Condé Nast president Bob Sauerberg said. “We’ve got to find ways for people to help us build great digital products.”

Digital’s the rage, but print’s still important
No one’s denying that print isn’t going to be raking in the dollars like it used to, but the medium still has a place in the advertising ecosystem, as evidenced by the billions the industry took in 2014. It’s in vogue for magazine publishers to call themselves “content companies” or “magazine media companies” (or as Maria Rodale said in the case of Rodale, a “lifestyle company,”), but print is at the core of Hearst Magazines’ business, president David Carey said. “The tactile expression’s very important,” he said. “Why does Schwab open outlets? Because people feel more comfortable with something that has a physical location.” Time Inc. CEO Joe Ripp said, noting that Time magazine’s digital audience surpassed its print audience for the first time in December, said the trusted content that legacy magazines put out still matters in the face of new digital competitors. “We’re not all going to do ’10 ways to feed your gerbil’.”

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Social Media Now Drives 31% Of All Referral Traffic

Forbes

The report suggests that it may be time for Pinterest to rethink its target market if its going to experience growth in the coming year: “Principal Analyst at Forrester, Nate Elliott, calls Pinterest a condundrum. Elliot says, “Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.” Select brands recognize its commercial value and have invested big dollars on ‘Pinfluencers’. But the platform has yet to realize its full potential. To do so, it needs to quickly shed its isolating for-women-only image and develop more mass-market appeal.”

Given these findings, you may be wondering how best to drive social traffic to your own website or blog. Given Facebook’s value as the #1 driver of referral traffic over the past 3 years, here are some strategies you can use to help drive your Facebook traffic to your website or blog.

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5 countries to follow on social media

Digiday

A well-crafted branding strategy from a fast food brand can change your perception about its burgers. But can effective branding change your point of view about a country? Nation-branders hope so.

Nation-branding — a field of branding that extends beyond tourism into highlighting a country’s competitive advantage, whether infrastructure or culture —  isn’t a new thing. But the pervasiveness of social media has allowed governments to take ownership of their own social feeds and engage in niche and real-time conversations online, with most countries’ governments having dedicated social media accounts on Twitter and Facebook.

As Joshua S. Fouts, the former director at USC’s Center on Public Diplomacy said in a Council on Foreign Relations interview: There are plenty of benefits for countries that successfully embrace branding techniques.

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Infographic: APAC Mobility Predictions 2015

International Data Corporation (IDC) expects the Asia Pacific mobility market to continue experiencing strong growth in 2015 as mobile takes center stage for business growth in both consumer and enterprise markets.

Key takeaways

  • M-Commerce will thrive in Asia Pacific excluding Japan (APeJ), accounting for more than 50% of traffic across several markets
  • Asia will see the rise of numerous mobile wallet formats, all enabled by the humble QR code
  • Mobile Enterprise Applications Platform (MEAP) will struggle for growth with customers buying ready-made apps from large vendors and ISVs

Register for live conference February 5th, 2015. IDC Asia/Pacific will explain why conditions couldn’t be better for strong mobility growth in the region in the coming year.

infographickh Infographic: APAC Mobility Predictions 2015

Facebook is bigger than anyone knew, even Facebook

Venturebeat

We all know Facebook is huge, and drives incredible amounts of traffic. But thanks to its recent efforts to uncloak the sources of content with no known referrer, we now know that the numbers are bigger than anyone believed.

According to a report issued today by Bitly, the world’s leading link shortener, Facebook has largely solved the problem of so-called “dark social” links — those that have no referrer data and can’t be measured by web analytics tools — and as a result, the social network’s influence skyrocketed during the fourth quarter.

In the report, Bitly wrote that Facebook’s influence jumped 8.6 percent during the fourth quarter overall and 30.2 percent on mobile. That doesn’t mean Facebook’s influence actually grew that much — it means that clicks formerly attributed to “dark social” are now being correctly counted as Facebook’s clicks. Given that Facebook’s major push in recent quarters has been to expand its reach on mobile and give its marketing partners more ways to monetize their content, this is solid evidence that strategy is working.

 

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