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Email Insider Summit

12/07/2014 - 12/10/2014 TBA

iMedia Agency Summit: The Agency Re-Defined: Balancing Scale, Scrappiness, & Innovation

12/07/2014 - 12/10/2014 Bonita Springs FL

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12/10/2014 - 12/13/2014 Deer Valley UT

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01/06/2015 - 01/09/2015 Las Vegas Nevada

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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, ideas and blogs about Lead Generation 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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The Value Of Video For Social Advertising

MediaPost

The value of video in digital marketing is growing as video consumption continues to rise across channels and connected devices. In the first half of 2014, the Interactive Advertising Bureau reported digital video ad spending increased by 24% compared to the first half of 2013.

While TV is not dead — consumers still watch on average 4.5 hours of TV per day — users are spending significant amounts of more time viewing video content on other devices like desktop, smartphone and tablet. Mobile now accounts for 22% of overall digital video consumption, expected to rise in 2015 with ad spending in social expected to exceed $26 billion dollars globally.

Enter Social Media: A Channel Capable of Widespread Impact

As marketers, we need to stop thinking in silos and start media planning with complete storytelling in mind. Using video content and social channels together to tell a cohesive, engaging narrative that leverages the mind-set of the user, based on the screen and platform they are viewing, should be the norm.

Once content creators begin to develop video based on channel and device, engagement and video completion rates skyrocket. Adding videos to landing pages can increase conversions by nearly 90 percent—especially across the ever-increasing landscape of social platforms, where video has become a strategic way to break through the daily clutter of 58 million tweets, 4.75 billion pieces of Facebook content, and 60 million Instagram posts.

Few advertising channels outside of social allow a brand to maximize distribution of short- and long-form content and get users to watch nearly an entire video clip. Video is a tool to help change perception and sentiment among a brand’s target audience, while leveraging established advocates to relay influential opinions to their peers across multiple channels.

Given the usage of social platforms, high engagement with content and the ability to target audiences on a one-to-one level, it’s surprising that video and social are so commonly planned separately. As marketers, isn’t it our job to find the right user and deliver the right message to them at the right time? If so, why are we not planning video strategies on Facebook and Twitter in conjunction with our broader video buys? It is time to tear down the channel walls and start building smarter media plans inclusive of social user behavior and each platform’s unique capabilities.

Video-based social media offerings are becoming more advanced and marketers should continue to adjust their strategy accordingly. Recent research from SocialBakers found that more marketers are opting for Facebook video over YouTube, and Twitter’s native Video Card outperforms YouTube links — emphasizing the huge opportunity for brands to develop engaging content that resonates with each social network’s unique audience and format.

Continue reading… 

Wearables: When Technology & Popular Culture Collide

IDG Connect 0811 Wearables: When Technology & Popular Culture Collide

Something very special happened at last month’s Dreamforce conference in San Francisco. Will.i.am, one of the world’s biggest pop stars, launched his new smartband wearable device, the i.am.PULS – and the worlds of music, fashion, technology, mainstream and enterprise culture well and truly collided.

“I’m an ideas guy,” he said, and it’s true that will.i.am has been extremely busy in recent years investing in game-changing technologies as well as producing award-winning music. A true innovator, he contributed to the massive success of Beats headphones and developed the concept behind Ekocycle, Coca-Cola’s sustainable living brand.

This is a man whose vision of the future, as he explained on-stage with Marc Benioff earlier this year, has been influenced heavily by the pace of innovation in technology. Echoing Facebook’s mantra that technology’s evolutionary journey is only “1% finished,” will.i.am argued that the tech landscape will be “unrecognisable” in ten years’ time: “The thing on your wrist that talks to a phone…is not the future, it’s a starting point.”

The next revolution in connected devices

Shipments of wearables are projected to reach almost 112 million units in 2018, up from less than 20 million this year (IDC). As wearables proliferate, they will add to a vast universe of interconnected, smart devices. And when the inevitable take-off of wearables does arrive, the opportunities for brands will reach a new stratosphere as they look to own the customer journey.

Wearables are set to provide marketers with the purest view of the customer yet, in terms of the volume and immediacy of the data gathered. The rise of mobile and social prompted talk of always-on marketing, and the proliferation of wearables will further enable marketers to deliver the right message to the right user at the right time. Even better, because wearables are, by nature, deeply integrated into a daily lifestyle, marketers have an opportunity to learn more about their users than ever before.

Imagine what this could mean for your brand. How might you exploit this massive opportunity to improve customer service and make marketing messages more relevant?

Data, data, data

The key to cracking wearable tech for marketing lies in – you guessed it – data. If Mark Zuckerberg’s law (the rate of increase for social sharing) is accurate, in 10 years there will be more pieces of content shared every day (95 billion) than we currently share each month (89 billion).

Of course, as marketers we’ve been talking for a few years now about the importance of data in digital marketing. The challenge comes in tracking, filtering and measuring this data so that you have a true single view of the customer. The need to effectively leverage your customer data – including social data – is only going to increase as the number of consumer devices increases, and as wearables move into mainstream adoption. This will be crucial to providing the deeper levels of personalisation that customers now expect.

 

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Video blogs, podcasts help marketers reach niche audiences on mobile

Mobile Marketer

NEW YORK – Video blogging and podcasting are experiencing rapid growth, with many consumers being reached via mobile, said a panel of podcasters and video bloggers at the ad:tech New York conference.

Because the mobile and Web video industry has seen a significant rise in the last several years, marketers and brands can effectively use those kinds of platforms to reach niche audiences. Videos and podcasts offer consumers control, which makes marketing appear more natural.

“Consumption has really gone mobile,” said Rob Walch, vice president of Podcaster Relations, Libsyn, Pittsburgh, PA. “More people are consuming now on mobile devices, and the media has become more aware of it.

“Podcasting is about consumers being able to consume the podcast when they want, how they want. Podcasting is the antithesis of streaming – you are in control.”

Tips for engagement
The way in which podcasts are being consumed has changed drastically in the past two years, with large numbers coming from mobile, said Mr. Walch. Video podcasts have decreased, with audio leading the way in building up listeners.

“Consumption has switched over to audio from the podcast side, and a lot of that has to do with people streaming from smartphones,” Mr. Walch said.

However, podcasters and video bloggers must be cognizant about which devices they are marketing towards. The iOS platform has over 500 million devices that have native-built podcast mobile applications, but Android does not.

“On the mobile side, it really is still an Apple world,” Mr. Walch said. “For podcasters, Apple is your friend. Google is not.”

Marketers seeking to use the podcast or video platforms should also make sure to keep the URLs simple, but unique for each show within the campaign.

Relevant marketing
Podcasters seeking to build a substantial fan base should ensure to focus on gaining listeners and followers rather than number of listens. Subscribers are also directly related to return on investment.

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James Foulkes: Why Mobile Marketing Is Important

IDG GlobalSolutions Color James Foulkes: Why Mobile Marketing Is Important

We have asked the IDG Mobile Advisory Board why mobile marketing is crucial in the advertising mix. This is what James Foulkes, Co-Founder of Kingpin Communications, said…

Today our phones are as vital to us as our wallets. But a wallet can’t browse the web, compare products, or watch catch-up TV. Extending this further, the mobile revolution is no longer just about one single deivce. The rise of tablets and technology like Apple TV mean we need to talk to a multi-screen audience and that has to drive us to think about context even more than we ever have. For example, during daytime working hours desktop banners may have validity. We might need to share video/snacking content around commuter time and more research driven content for home in the evening and weekends – each have different call to actions and responses. This means the key questions we ask before we commence any campaign haven’t changed – we still need to know what defines success and how to measure it. The big shift will be to acknowledge that with the context being more widespread and complex – our metrics will also have to adapt.

james foulkes mobile quote short James Foulkes: Why Mobile Marketing Is Important

  • See what JON HOOK, Head of Mobile at Mediacom International and Mediacom Beyond Advertising, says about mobile marketing…
  • See what CHRISTOPHER CARMICHAEL, Director of Media & Digital Marketing at HP, says about mobility for business…

DOWNLOAD THE COMPLETE MOBILE@IDG PLAYBOOK 

Chris Carmichael: Why Mobile Marketing Is Important

IDG GlobalSolutions Color Chris Carmichael: Why Mobile Marketing Is Important

We have asked the IDG Mobile Advisory Board why mobile marketing is crucial in the advertising mix. This is what Christopher Carmichael, Director of Media & Digital Marketing at Hewlett-Packard, said…

Mobility is one of HP’s core solutions within what we call the “New Style of IT” along with Cloud, Security and Big Data. Mobile is a trend that is not going to go away, and is equally important across the Consumer and Business worlds. From a marketing perspective, it’s early days still for the medium. And, as it is so often the case with a new medium or technology, people resent being interrupted with advertising at first, but gradually over time they start to accept it.

For mobile marketing, that means 3 things:

1. Some of the processes surrounding the medium are not there yet – the mechanics of planning and buying, the metrics and reporting etc.

2. Tech favours interruption rather than engagement or adding value in some way for consumers.

3. Brands need to take care not to annoy people, and to use the medium thoughtfully in a way that adds value.bit of thought can go a long way!

chris carmichael mobile quote short Chris Carmichael: Why Mobile Marketing Is Important

  • See what James Foulkes, Co-Founder of Kingpin Communications, says about mobile marketing…
  • See what Jon Hook, Head of Mobile at Mediacom International and Mediacom Beyond Advertising, says about mobility for business…

DOWNLOAD THE COMPLETE MOBILE@IDG PLAYBOOK 

 

Jon Hook: Why Mobile Marketing Is Important

IDG GlobalSolutions Color Jon Hook: Why Mobile Marketing Is Important

We have asked the IDG Mobile Advisory Board why mobile marketing is crucial in the advertising mix. This is what John Hook, Head of Mobile at Mediacom International and Mediacom Beyond Advertising, said…

Mobile marketing offers us the ability to deliver data driven cross-screen advertising programmes like never before.  By 2018, 40% of all paid media in the UK will be on mobile, according to eMarketer, and it’s vital that we prepare ourselves for the opportunities this will bring.  In particular, how we are able to use data to ensure we build media programmes around user journeys. For example, as they seamlessly move between tablet to desktop, to mobile – do our media plans reflect this? How are we creating content that suits the screen they are on? And how we use this data to build attribution models that help us distribute our media channels that contribute and drive to purchase. Perhaps most importantly, mobile delivers brands’ accountability. We know (based on that person’s Device ID) not only who they are, but a lot of other personal information. Think about TV, OOH, print advertising – a lot of assumptions and unknowns with these channels. Where to start? Invest in your mobile infrastructure (ad serving/mobile sites/creative), plan effectively and embrace the mobile opportunity.

John Hook mobile quote short3 Jon Hook: Why Mobile Marketing Is Important

  • See what James Foulkes, Co-Founder of Kingpin Communications, says about mobile marketing…
  • See what Christopher Carmichael, Director of Media & Digital Marketing at HP, says about mobility for business…

Download the complete Mobile@IDG playbook 

Top 10 Mobile Marketing Tips

Why is mobile marketing important?

Today people have the ability to shop around the globe at the touch of a button. They can find out more than ever before about the brand they’re engaging with and talk about their experience, sharing their views with millions of people just like them. Their expectations (and demands), whether they are consumers or business customers, are soaring. Channeling into their needs and connecting with them both in the spaces they frequent, and on the devices they use to make purchase decisions, is now mission critical.

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Screen Shot 2014 10 29 at 3.22.26 PM Top 10 Mobile Marketing Tips

To download the complete mobile playbook with IDG global mobile research, a practical guide to mobile marketing, tips using a mobile app, infographics, real world case studies, and more, click here

Mobile video to accelerate mobile advertising value proposition

Mobile Marketer
Recent comScore data indicates mobile media consumption is the most used form of digital media consumption, which should intuitively correlate to a tipping point in spend. Yet, there still remains debate as our industry struggles to allocate traditional brand marketing dollars to this opportunity.
While we study location, search and programmatic ways to streamline and simplify mobile advertising transactions, the most immediate opportunity will occur within the mobile video space, which remains the highest growth medium in the digital landscape.
As such, it bears mentioning some fundamental factors to best leverage your video message.
Friendly post
Whether brands elect to play in the comfort zones with premium off-network mobile video applications from the big networks and cable providers or elect to jump into the emerging, somewhat unknown and more fragmented space of mobile gaming publishers with upstarts such as Viggle or anime stalwarts, the opportunity is substantial.

How to get your mobile marketing strategy ready for the holidays

CITEworld

October is here and, simply put, if your holiday marketing plans are not finalized and ready to be executed, you are sunk.

That said, it seems that every year marketers let the same small details fall through the cracks. With that in mind, we’ve put together a checklist for companies as they run down their last minute planning for mobile campaigns — an area that still seems to be hit or miss for many retailers.

Remember — email marketing messages can be opened on mobile devices.Often they are only opened on mobile devices. Make sure messages are optimized for smartphones and during the holiday season especially, make the headline simple and short — and easily searchable. Consumers pull up their messages looking for offers while actually shopping and needless to say, their inboxes are bulging this time of year.

Optimize your mobile site. Why, oh why, retailers, are you ignoring the biggest subtrend in e-commerce, which is mobile commerce? Too many retail sites are still not optimized for mobile devices, a process that often requires an entirely new ground up development project but is well worth it in the end. Web optimization company Yottaa found that many of the top 500 e-tailers use unique m-dot sites, according to MobileCommerceDaily. These URLs redirect users an average 3.03 times before taking them to the right site, resulting in a poor user experiences and ultimately, lost retail sales. As MobileCommercialDaily noted, research has found that just a one-second delay in site response time can reduce conversions by 7 percent. Another data point is provided by The Search Agency, which reports in its latest quarterly report, “The Mobile Experience Scorecard — Restaurants & Catering” that the top 50 restaurant and catering companies’ mobile sites were very slow to load (on average over 70 seconds) and 40 percent don’t have a button to click to order or reserve. Some 32 percent of the sites analyzed use Responsive Web Design — Google’s recommended format — but no site serving the updated format were able to pass the page speed test, with average page load time over one minute, according to The Search Agency.

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11 Elements for Mobile Email Design

Mequoda

Designing email newsletter templates and email promotions for mobile devices has never been more important.

Mobile email design is a hot topic as the usage of mobile devices increases. After researching the topic in depth, I’ve come to some elements of mobile email design that should be considered in the development stage. Whether you’re sending an email newsletter or promoting a product or event, your email design needs to be optimized for mobile if your audience is viewing your content on the go. With the number of mobile users increasing, it’s very likely that a significant portion of your audience is using mobile. Here are a few tips for mobile email design.looking at mobile email design 11 Elements for Mobile Email Design

Mobile Email Design Element #1: Font size - Font for mobile emails needs to be larger than that of standard emails. Apple will automatically increase small font to be the minimum of 13 pixels. On Android devices, 16-18 scale-independent pixels are considered medium and large text sizes. Many designers recommend a minimum of 14 pixel font for body text and minimum of 22 pixel font for headlines.

Mobile Email Design Element #2: Concise headlines – I’m taking a note from app design tips for this one. Try working with a 35-character limit on headlines, and put your most important words up front.

Mobile Email Design Element #3: Design – Single and double column design tend to work the best in mobile, with single being favored by developers looking for complete simplicity. A double column design could work for an email newsletter with a full-text featured article. A single column design would increase clarity for snippet-based email newsletters.

Mobile Email Design Element #4: Proper Separation – Do not put clickable images or links side-by-side or your audience may have trouble clicking the desired link.

 Continue reading…