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

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Tech Marketing Guide to B2B

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News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

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Are Online Communities On Media Sites Doomed To Fail

Martinbelam.com

I’ve spent a long time over the years working at media companies and specifically around the software and design that supports commenting and forums. Having watched the Guardian close the “You Tell Us” thread last week, I thought I might jot down some thoughts I have about the experience.

I want to say up front, I love the interactivity of the web. And I think it is a mistake that news companies currently seem to be out-sourcing a lot of the commenting on their articles out to Twitter and Facebook, rather than run it themselves. A lot of people think comments on news sites are toxic, but I’d argue that’s often because they are poorly run, and the company doesn’t really know why it has them. I certainly get annoyed at journalists who are sniffy towards “below the line” commenters, a snobbish attitude that I think belongs back when it was much harder for readers to question your pieces.

At the moment we don’t have comments on the Mirror site where I work, and I must confess it is a slight relief not to be immediately called a twat every time I press publish, but equally I find sites without comments don’t feel as alive. You know an article has had an impact when it has generated hundreds of comments.

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Top 10 Smart Connected Device Predictions For China

IDC PMS4colorversion  Top 10 Smart Connected Device Predictions For China

Beijing, February 2, 2015 — The shipment of China’s smart connected devices (“SCDs”, including PCs, tablets and smartphones) in 2014 was around 510 million units, a year-on-year (YoY) increase of 16.2%. Wherein, the shipment of PCs was 61.02 million units, down by 5.5% YoY; the shipment of tablets was 27.86 million units, up by 7.5% YoY; the shipment of smartphones was 420 million units, up by 20.9% YoY. IDC predicts that in 2015, the shipment of China’s SCDs will reach 540 million units, and the YoY growth will slow down.

According to Nick Mu, Senior Analyst of IDC China, “2014 witnessed the rapid integration of China’s SCD products. In 2014, many factors changed China’s SCD market, including the penetration of SCD products into lower tier cities, changes in sales channels, as well as the impact of smartphones and tablets on PCs. ”

Although the overall growth of China’s SCDs will slow down a little bit, the real question is what will  occur in regional markets and urban markets, at different tiers of cities as well as different products and channels? Which trends will determine how consumers and suppliers adapt to the market changes? Bearing these questions in mind, IDC concluded the following 10 predictions for China’s SCD market in 2015:

1.    PC demands will recover 1st- to 3rd-tier cities
In the recent two years, PCs were impacted by smartphones and tablets, in the way that the sales of the smartphones and tablets were greatly stimulated by the demand for the mobile Internet. Thus far, PCs didn’t fare well in the mobile Internet age, and consumers’ PC-upgrading cycle was undoubtedly prolonged. Recently though, Microsoft has formally issued Windows 10, which was advertized as the universal OS compatible on PCs, tablets, smartphones and all desired devices. It is expected to become the standard in the PC industry in 2015, especially for the corporate users in the 1st- to 3rd-tier cities and the individual consumers pursuing interconnectivity. Hardware manufacturers will begin to see the redemptive recovery resulting from the consumers’ accumulated demands to upgrade their PCs.

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The Push For Web Ad Viewability Proving To Be Nightmare For Publishers Early On

The Wall Street Journal

The online ad world is racing to make viewable ads–ads people can actually see–the standard currency for the industry. And that race is causing major pain for Web publishers while wreaking general havoc in the ad marketplace, say executives from major media companies, digital native sites and top ad agencies.

Making viewable ads the standard that Internet advertisers transact upon is theoretically a mission everyone would agree upon. Marketers would benefit from knowing that their ads are actually being seen, rather than falling outside the view of a person’s computer screen or rendering only after a person has scrolled past them. And top Web publishers would benefit because eliminating non-viewable ads should reduce the supply of advertising inventory and thereby raise prices.

But in the near term, the issue has caused contentious negotiations and rocked how many big publishers manage and forecast inventory for 2015, which in turn effects how they project revenue for the year, top online ad executives say. Publishers say that while they have been out in front of the viewability issue, they are getting hit with reports from agencies and third parties claiming that significant chunks of their ad inventory are not viewable. That’s requiring these websites to deliver advertisers significant make-goods, or additional advertising to make up for deficiencies.

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CIO Magazine Tech Poll: Tech Priorities Reveals Next Wave of Tech Spending

 CIO Magazine Tech Poll: Tech Priorities Reveals Next Wave of Tech Spending

Framingham, Mass. – January 5, 2015 – IDG’s CIO—the executive-level IT media brand providing insight into business technology leadership—releases the 2015 CIO Magazine Tech Poll: Tech Priorities (click to Tweet). The poll findings show that a majority of IT leaders (57%) anticipate an increase in IT budgets for the coming year, the highest percent in the past six years, as well as provides insight into how those budgets will be invested.

Results from more than 200 top IT executives reveals that organizations, on average, are seeing an overall increase of 6.2% to their budgets in the coming year, up from 3.9% in November 2012. Edge technologies continue to receive these investment increases.

Garnering more value from organizations’ data has taken over as the greatest area of interest as well as for investments. Currently, 46% of organizations are researching or piloting business intelligence and analytics solutions. Aligning with this, IT leaders plan to allocate more of their budget to this area, with 56% anticipating an increase, up from 48% in 2013. The results show a shift in investments by company size with 65% of enterprise organizations—organizations with more than 1,000 employees—planning to increase investment significantly more than their SMB counterparts—organizations with less than 1,000 employees—(48%). Other edge technologies expecting an increase in budget allocation include SaaS/cloud apps (55%), business continuity/disaster recover (52%), mobile apps (52%), security applications (52%), and enterprise mobility management (52%).

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CIO magazine Tech Poll: Tech Priorities 2015

 CIO magazine Tech Poll: Tech Priorities 2015

The CIO magazine Tech Poll: Tech Priorities study was conducted among heads of IT to gauge for the upcoming year which technology areas will be the focus of IT leaders and to measure the direction of spending within those categories.

Key findings include:

  • An increasing number of IT leaders say their tech budgets are rising in the coming year than in the past six years.
  • BI & analytics is the area of most increased spending with enterprises planning to increase this investment even more than SMBs.
  • Enterprises are further along in regard to technology implementations.
  • While organizations are primarily using traditional development methods and have minimal plans to implement DevOps, they do use a liaison between business units & the development team to facilitate communication.

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Stock photo trends: expect more selfies, blurred pics in 2015

Digiday

Shutterstock’s repository of stock photos, videos and music makes it an indispensable source for many in the creative industry: designers, art directors publishers and filmmakers are just as apt to deploy Shutterstock images as marketers, advertisers and businesses. And it is its 47 million item-strong database that also enables the company to predict and forecast industry trends.

Shutterstock released its 2015 Creative Trends report Monday, which explores how its photos, video and music are used throughout the world. The big takeaway this year: We’re all hipsters now.

“We’ve been tracking data using our internal tools over the years to see what’s on the rise,” Sarah Maloy, Shutterstock’s content marketing manager, told Digiday. “We also looked toward our in-house design team to identify trends from within the data.”

Pictures with blurred backgrounds, unique perspectives and linear styles were all the rage in 2014. Searches for “blur” increasing by 144 percent over the past year, according to Shutterstock data. The growing affinity for blurred lines was attributed to the popularity of apps like Instagram, which incorporate techniques like blur, deep focus and tilt shift.

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Three Alternatives to Improve A Reader’s User Experience

Medium

At De Correspondent, a Dutch journalism platform with 30,000 paying subscribers (60 p/y), we’re all about providing context to the world in a thoughtful and in-depth way. This takes an effort, both from our writers as our readers. Because, after years and years of being bombarded with ever easier content, how do you get readers to take the time again to start reading longer publications online?

One of the most distracting phenomenons during reading are links. They keep pointing us to directions that are probably valuable, but at the same time force us to make a decision: to click or not to click.

These links are the backbone of the internet. And yet, no improvements have made to this quintessential part of the web for decades. We took up the challenge. Here’s how.

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Digital Marketing Budgets Increase & Social Media Postings

IDG Connect

80% of Companies Plan to Increase their Digital Marketing Budgets

As more companies see the importance of digital marketing, it’s expected that 80% of companies are planning to increase their budgets in the next 12-18 months according to Mondo’s recent study, The Future of Digital Marketing. It is foreseen that in the next three – five years company revenue driven by marketing will increase by 30%.

Over the past 15 years this dramatic shift from traditional to digital media has caused changes in consumer behaviour. This has lead marketing to rethink its positioning and adopt a digital mindset to meet this shift as 98% of marketers see the role of the traditional marketer continuing to change.

According to study, the main forces that have caused this change are the increased number of channels to reach the audiences, innovative ways to think about customer engagement and the challenge of breaking through the noise of the target audiences.

This has driven a change in marketer’s skillset as more organisations are moving away from the traditional skills. Mondo found marketing departments skill are made up of digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%).

All this goes to show, the evolution of marketing and technology has weakened the traditional marketer’s role as more companies align themselves with the digital age.

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What The Mobile Tipping Point In Search Means For Marketers

MediaPost

The era of cheap mobile clicks is coming to an end. Not that long ago, Google’s Enhanced Campaigns were, in part, designed to level the gap between mobile and desktop cost-per-clicks (CPC).

But in 2015, search as a whole will cross the “mobile tipping point” with the number of mobile queries exceeding those made via desktops or tablets, according to a study conducted by iProspect, part of Dentsu Aegis Network.

This means paid search in 2015 will be less about purely tactical delivery and more about high-level strategy and brand experience. “If all you’re doing is targeting keywords that align with your consumer and shouting a marketing message at them, you’re losing in search — you need to use strategic audience insights built into a granular, detailed account structure and process to set yourself up to be a good conversation partner in search,” says Jeremy Hall, Director of Paid Search, iProspect.

iProspect’s report, based on data from over 1,250 AdWords accounts representing more than 135,000 active campaigns, showcases trends for 2014 as a whole with a special focus on Q4 2014 year-over-year trends.

From 2013 to 2014, paid search impressions decreased while click-through-rates (CTRs) and cost-per-click (CPC) increased. Across all verticals, year-over-year impressions for 2014 vs. 2013 are down (-9%) and clicks are up (+9%), resulting in a CTR increase of 20%.

“The first thing I saw when I dug into the results was the drastic dip in impressions, which really surprised me since I knew we were spending more aggressively—but when I saw that clicks had increased, the impression drop made sense,” says Hall.

“In the past year, iProspect has really increased usage of Remarketing Lists for Search Ads (RLSA) in order to focus our spend on the most qualified audiences—and the result was a decrease in lower-value impressions and an increase in quality traffic.”

Clients that incorporate mobile into their efforts are increasingly able to see growth, not just from user adoption, but from marketer success, and they’re able to drive tangible, measurable results. To that end, mobile CPCs across iProspect’s performance-based clients increased 67% year-over-year in Q4, driven by this better mobile and cross-device reporting and insights into online-to-offline trends.

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3 Mobile Marketing Resolutions To Maximize Your Impact

MediaPost

Understanding how mobile fits into the path to purchase has never been more important for brands. People increasingly use their mobile devices to research and discover content as well as products.

In fact, according to recent research by Flurry from Yahoo, consumers now spend more time on their mobile devices than watching TV. It’s clear that mobile offers massive opportunity to reach consumers when they’re actively engaged.

But are marketers really maximizing the potential of this platform? PriceWaterhouseCoopers recently reported that 37% of mobile users say they’ve never clicked on a mobile ad.

The new year is a great time for marketers to revisit their mobile strategies and set goals to ensure their ads are as engaging and impactful as possible. Studies show that 1/4 of resolutions don’t survive through the end of January. Don’t be a statistic: Here are three mobile marketing resolutions marketers should resolve to keep in 2015.

Put the user first:

Consumers today expect richer content and ad experiences that fit the devices they’re using. This year, the key for brands is to focus on creating advertising that is a seamless part of the mobile experience and enhances the way people consume content on smaller screens.

Native ads will be an even bigger part of this conversation going forward. Because native ads align with the mobile content experience and are directly integrated within the news streams, article pages or image galleries that mobile consumers may be browsing, they can deliver a more relevant and engaging experience.

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