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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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FreeWheel Video Monetization Report: Q4 2014 Report

FreeWheel

Digital video’s impressive growth this quarter was headlined by the crown jewels of the TV industry; first-run shows and live events. With considerable growth in both the digital monetization of the Broadcast networks’ Fall programming and live streaming, there is ample evidence to indicate that the TV ecosystem is expanding and becoming screen-agnostic.

Key Highlights:

 

  • Live viewing grew 297% year-over-year, driven by strong growth in Sports streaming and News simulcasts.
  • First-run broadcast shows attracted far more viewers this quarter than the year prior, as seen by a 67% increase in digital video ad views.
  • Over-the top (OTT) streaming devices, overwhelmingly used for long-form and live viewing, overtook tablets, accounting for 8% of all video ad views.
  • Authenticated viewing grew 591% year-over-year, as 56% of all video ad views on long-form and live content now come from behind authentication walls.

Screen Shot 2015 03 09 at 1.08.06 PM FreeWheel Video Monetization Report: Q4 2014 Report

Download the full Video Monetization Report Q4 2014

Personalisation – four steps to put the customer at the centre of marketing

The Drum

One topic that we’re seeing a lot of debate about currently is personalisation, but it’s actually a fairly simple concept and one that has been around for decades.

Personalisation simply refers to the focusing and tailoring of a brand’s interactions with an individual, based on what they know about them. The key factor here is ‘relevancy’. Making sure a brand is being relevant ranges from something as basic as using customer’s name in an email, right through to tailoring content pages to reflect an individual’s browsing activity and/or demographics.

The potential of personalisation increases exponentially when applied to digital marketing. This is because the ability to personalise relies on two things; the amount of information available and the ability to deliver a tailored experience… Both things that we know the digital environment more than caters for.

While getting personalisation right is by no means an easy task, it is probably more straightforward than you might think – especially if you break it down into manageable steps and don’t over complicate things. With this in mind, here are the four key steps to help personalise digital marketing:

1) Think about context

Start with your business needs (e.g. lifecycle programmes, sales conversion) and establish the benefit personalisation will provide to the customer, such as; better brand experience, relevant offers or reminders. This is pretty fundamental and should be considered whenever personalisation is discussed.

Once you have identified both of these, you need to define the KPIs and metrics which will prove ROI. That way, you know if the investment in personalisation has worked or indeed is the right (or best) thing to do to meet your business objective. From there, identify what data and insights are required to drive personalisation rules, decide whether you have the content assets available to personalise interactions and finally, check that you have the right tools and people to action these changes.

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Can print media make it ‘over the top’?

Capital New York

On a Tuesday afternoon in early February, Time Inc. C.E.O. Joe Ripp was onstage in a ballroom at the New York Marriott Marquis, gabbing with several other top magazine executives—during a discussion moderated by the ever-skeptical media critic Michael Wolff—about the precarious state of their business.

As with most panels that parse the trials and tribulations of media companies married to print, it wasn’t long before the conversation turned to that younger, sexier, more … animated medium they’ve all been getting in bed with: digital video. Ripp, for one, was particularly hot on the type of emerging technology that’s been steering people away from cable boxes and into the on-demand world of mobile viewing and devices like Roku and Apple TV.

“Everyone’s coming out with a subscription, over-the-top model,” said Ripp, using the industry jargon that describes a growing array of streaming Internet television services. “In this new world,” Ripp continued, sprinkling on an extra dash of jargon, “I look at this as an opportunity to create new video opportunities.”

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Infographic: Does Social Media Really Influence Consumer Behavior?

Social Media Today

content marketing sales funnel Infographic: Does Social Media Really Influence Consumer Behavior?

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Mobile World Congress 2015: what it means for marketing pros

The Guardian

With Mobile World Congress 2015 (MWC) in full swing, much of the industry is decamping to Barcelona to see the launch of the latest smartphones and tablet innovations. But what does this mean for the mobile marketing business and how will it actually affect marketing strategies?

On the first day of the congress, Facebook and the IAB hosted a full-day conference dedicated to mobile marketing and advertising. This is the first time the event has addressed this topic as a standalone, having previously focused solely on technology. The talk looked at the finest work in mobile advertising and examined new trends and technologies that are destined to influence the mobile landscape in the years to come.

In light of this, I’m going to look at four trends on the lips of most marketers:

1. Social as media
Social media is now part of most people’s lives. Marketers are always looking for more effective and cost efficient ways to reach their audiences.

The truth is social platforms are increasingly being used as media platforms and by now most brands should recognise the power of social media and understand this is not a phase. A recent BI report highlighted that Facebook remains the most popular social platform, boasting 1.2 billion users. Its mobile advertising accounts for 69% of the social network’s revenuesat the latest count and its new ad server Atlas is perceived as a game changer for cross-screen advertising platforms. Its vast amount of logged-in data is enabling advertisers to plan campaigns across screens, as well as link them to actual in-store sales.

Today, more people now own a mobile device than a tooth brush and according to Mary Meeker’s 2014 trends report, mobile data traffic is growing rapidly – up 81% year-over-year – thanks to mainly video, while mobile is now 22% of consumption. Marketers need to add value in social spaces and the only way to interact successfully is to engage immediately and continuously.

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Why Do Marketers Find the Cloud Dreamy?

eMarketer

Technologies to create, manage and measure marketing and advertising have become essential tools to reach and engage increasingly connected audiences. As a result, in addition to being brand builders and message crafters, modern marketers now also wear the hat of technologist, according to a new eMarketer report, “Marketing Technology: Nine Important Trends for Brands and Agencies in 2015.”

180508 Why Do Marketers Find the Cloud Dreamy?

Through piecing together the products, platforms, solutions, suites, stacks and other analogs for the software and services that help power their operations, marketers have become more seasoned and strategic with their approach to marketing technology. Even so, the technological landscape continues to grow and advance at breakneck speed, posing new challenges as marketers work to assimilate newfound capabilities.

Cloud-based software in particular has helped marketers be more agile and experiment with new channels and tactics. A bevy of tech providers have even adopted the “marketing cloud” moniker to position and promote their vision of a truly integrated marketing software system, causing intrigue but also some consternation among users.

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Snapchat stories: Here’s how 6 news orgs are thinking about the chat app

Nieman Lab

When Sam Sheffer, The Verge’s social media editor, launched the site’sSnapchat account at the end of July last year, he meant it to be a small-scale experiment.

“I only promoted it on my personal Twitter account,” Sheffer told me. “I didn’t make it an official thing that it was our account, I just told my followers, ‘Hey guys, I’m going to be doing this thing. Follow if you want to.’”

But soon the audience started growing; today, The Verge’s snaps each get about 10,000 views. The Verge, like many news organizations that are active on Snapchat, still views it as an experiment, trying out new ways to use the format — from covering live events like the NBA All-Star Game or the Oscars to a regular series where Sheffer has Verge staffers explain what’s on their desks.

Snapchat’s popularity is booming. Last year, it said that its users sent more than 700 million snaps daily; the company is reportedly in a new funding round that would value the company at $19 billion.

Snapchat’s potential for news outlets became more clear last month with the launch of Snapchat Discover, which lets a small number of publishers reach new younger audiences with well-produced stories that are made specifically for the platform and utilize slick graphics and video. No one is releasing hard numbers yet, but the buzz is they’re amazing. (“But from speaking to people at several other news organizations, I can tell you secondhand that the numbers, at least for the initial launch period, were enormous. We’re talking millions of views per day, per publisher.”)

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IDC: Android and iOS accounted for 96.3% of global smartphone shipments in 2014

VentureBeat

Android and iOS accounted for 96.3 percent of all smartphone shipments in Q4 2014, and coincidentally, 96.3 percent for all of last year as well. That means the duopoly grew 0.6 percentage points compared to the same period last year (95.7 percent in Q4 2013) and 2.5 percentage points on an annual basis (93.8 percent in 2013).

The latest figures come from IDC, which puts together these estimates every quarter. Here is the breakdown for the full year:

idc smartphones os 2014 IDC: Android and iOS accounted for 96.3% of global smartphone shipments in 2014

Above: Volume units are in millions.

Google’s mobile operating system remained the clear leader in 2014, pushing past the 1 billion unit mark for the first time. This was a significant milestone in itself, but also because it meant that total Android volumes in 2014 beat total smartphone shipments in 2013. Samsung retained the leadership position “by a wide margin,” shipping more than the next five vendors combined, but its total volumes for the year remained essentially flat as Asian vendors (including Huawei, Lenovo and its subsidiary Motorola, LG Electronics, Xiaomi, and ZTE) took up the task of fueling growth for Android.

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With Numerous Product Launches, India Tablet Market Grows Steadily In Q4 2014: IDC

IDC PMS4colorversion 1 With Numerous Product Launches, India Tablet Market Grows Steadily In Q4 2014: IDC

After witnessing strong growth in the festive third quarter, the India tablet market posted further growth in Q4 2014, ending the year on a positive note. According to International Data Corporation (IDC), the India tablet market reported shipments of 0.96 million units in Q4, a quarter-on-quarter gain of 3.6%. Strong performance by local vendors as well as increasing interest among PC OEMs in the tablets space contributed to the expansion of the market over Q3. The share of PC OEMs in the market has more than doubled from one year ago. Despite the gains in the second half of the year, shipments for all of 2014 declined -15% year over year at nearly 3.5 million units.

Click To Tweet: With Numerous Product Launches, India Tablet Market Grows Steadily In Q4 2014: IDC

“The market saw a correction after the introduction of BIS regulation in July 2013. Unbranded tablets were wiped off from the market, thereby contracting the bubble of growth witnessed in 1H 2013 and hence resulting in year-on-year decline in growth,” said Tanvi Mann, Market Analyst, Client Devices IDC India.

Form Factor Highlights: 7 inch tablets in the less than $150 price band populated the market and will continue to do so in the foreseeable future. While Android still has majority of the pie, we do see vendors exploring the 8-9 inch segment.

“Consumers are driving the wave of adoption of low-cost tablets as a preferred mobility solution. We are also witnessing a higher inclination of consumers towards online buying platforms and vendors are keeping up with the trend,” said Kiran Kumar, Research Manager, Client Devices IDC India.

 With Numerous Product Launches, India Tablet Market Grows Steadily In Q4 2014: IDC Figure 1

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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…