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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 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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Join The IDG Contributor Network!

IDG Enterprise—the leading enterprise technology media company composed of CIO, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World—has accepted more than 100 technology experts into the IDG Contributor Network. Launched in June 2014, the IDG Contributor Network provides a platform for technology and security practitioners and experts to share their expertise on the most pressing technology topics—both broad and niche—with their peers through blog posts on IDG Enterprise’s branded sites.

Technology decision-makers often reference peers as a top source of information. This was reconfirmed in the 2014 IDG Enterprise Role & Influence study, highlighting that peers and technology content sites are the top information resources relied on by IT leaders to help them be effective in their role. The IDG Contributor Network unites these two tremendous resources and encourages individuals working in the IT trenches, analysts, researchers, authors, professors and other experts to share their knowledge.

“Technology is transforming business at a breakneck speed. By adding this opportunity for peer voices to our established sites, the IDG Contributor Network provides unique perspectives on technology and leadership issues. We have been very impressed with the blog posts shared by our contributors,” said Joyce Carpenter, director of the IDG Contributor Network, IDG US Media. “As we look to expand the number of contributors to make the IDG Contributor Network one of the largest and most robust communities of tech writers, we encourage individuals who have technology expertise to share to apply.”

 

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12 Breakout Social Media Successes

CITEworld

During the past year, the social media world saw a variety of well-executed ad campaigns, but these 12 standouts, from companies including Coca-Cola, IKEA, Mercedes-Benz and McDonald’s, are the cream of the crop, according to social media experts.

Screen Shot 2015 03 30 at 12.27.01 PM 12 Breakout Social Media Successes

Ice buckets and IKEA catalogs. Girl power and friendships cemented over soft drinks. The resurrection of a cancelled TV show, and an adorable Pomeranian. These were the stuff of successful social media campaigns from major brands and organizations since the summer of 2014, as selected by the group of social media experts we queried.

The following campaigns succeeded on Twitter, Instagram, Facebook, YouTube and other sites because of the fresh thinking and, in some cases, big money and audacious spirit that created them. Without further ado, here are 12 of the most successful social media initiatives of the past year, in alphabetical order. (For examples of earlier successful examples, read “14 Must-See Social Media Marketing Success Stories.”

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B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Content Marketing Institute, Marketing Profs, IDG

Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area.

Download the 2015 B2B Tech Content Marketing Report

 Screen Shot 2015 03 26 at 8.52.05 AM B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

IDC Provides Guidance for Thriving in the Digital Economy as New and Reinvented Competitors Disrupt Industry Leaders

IDC PMS4colorversion  IDC Provides Guidance for Thriving in the Digital Economy as New and Reinvented Competitors Disrupt Industry Leaders

FRAMINGHAM, Mass., March 18, 2015 – By 2018, one third of the top twenty market share leaders in most industries will be significantly disrupted by new competitors (and “reinvented” incumbents) that use the 3rd Platform to create new services and business models. Aside from rapid technological change, businesses will have to cope with geopolitical, economic, and environmental disruptions—some predictable, but many not. To help companies weather such disruptions effectively, International Data Corporation (IDC) has published a new report, IDC MaturityScape: Digital Transformation (DX) (Doc #254721). Digital Transformation (DX) will drive changes in enterprise business models and ecosystems by leveraging digital competencies. The report identifies the stages, dimensions, outcomes, and actions required for businesses to digitally transform themselves.

  • ClicktoTweet: #New & #Reinvented #Competition will Rattle Industry Leaders – @IDC provides framework for thriving in #DX

IDC’s MaturityScape Digital Transformation (DX) Stage Overview

 IDC Provides Guidance for Thriving in the Digital Economy as New and Reinvented Competitors Disrupt Industry Leaders Figure 1

Business leaders are challenged to move their enterprises to the next level, that of digital business transformation, employing digital technologies coupled with organizational, operational, and business model innovation to create new ways of operating and growing businesses.

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How Millennials Get News

American Press Institute

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research

Introduction

For years, researchers and social critics have worried that the newest generation of American adults is less interested in news than those who grew up in the pre-digital age.

ap phone apps 300x200 How Millennials Get News
Social media and mobile play a large role in Millennial news consumption. 94% of those surveyed own smartphones. The average Millennial gets 74% of her news from online sources.

Much of the concern has come from data that suggest adults age 18-34 — so-called Millennials — do not visit news sites, read print newspapers, watch television news, or seek out news in great numbers. This generation, instead, spends more time on social networks, often on mobile devices. The worry is that Millennials’ awareness of the world, as a result, is narrow, their discovery of events isincidental and passive, and that news is just one of many random elements in a social feed.

A new comprehensive study that looks closely at how people learn about the world on these different devices and platforms finds that this newest generation of American adults is anything but “newsless,” passive, or civically uninterested.

Millennials consume news and information in strikingly different ways than previous generations, and their paths to discovery are more nuanced and varied than some may have imagined, according to the new study by the Media Insight Project, a collaboration of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research.

How Millennials get news

Percent of Millennials who…
Say keeping up with the news is at least somewhat important to them 85%
Get news daily 69%
Regularly follow five or more “hard news” topics 45%
Usually see diverse opinions through social media 86%
Pay for at least one news-specific service, app, or digital subscription 40%

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Why Social Media Advertising Is Set To Explode In The Next 3 Years

Marketing Land

Social media advertising has come a long way in a relatively short period of time. When Facebook launched its first advertising option in May 2005, no one could have predicted that social media advertising revenue would be estimated to reach $8.4 billion in 2015, just ten years later.

Online advertising is a natural choice for modern businesses, but after the decline of the banner ad, businesses began searching for alternatives. Paid search is a great online advertising medium for driving visitors to your website based on user intent (i.e. their search query). But what if there are no identifiable (or affordable) keywords you can bid on to drive traffic? And what about those businesses that want to create brand awareness rather than capturing user intent?

Social media advertising helps businesses find new potential clients by using users’ own shared information to identify interest. Rather than reactively targeting users who search a certain term, social media advertising proactively targets relevant users before they even begin their search.

Social networks are a good option for advertisers because of the advanced targeting options, reliable conversion tracking, and prevalence on mobile devices.

Advanced Targeting Options

Because social networks gather such a larger amount of user information, social media advertising is able to target your audience in a wider variety of ways than other online platforms. Stretching beyond general demographic and geographic data, social media advertising has opened the door to deeper interest, behavioral and connection-based targeting methods.

These advanced targeting options increase your ad’s relevance to your users and provide a level of personalization that is not achievable on other advertising channels. Here are four such advanced targeting options:

  • Interest targeting: Reach specific audiences by looking at their self-reported interests, activities, skills, pages/users they have engaged with, etc. Interest targeting is often related to keyword targeting, so some platforms will allow you to enter both. Interests can be as general as an industry (e.g. automotive industry) or as specific as a product (e.g. convertibles). Offered by: Facebook, Twitter, LinkedIn (under “Skill”), Pinterest.

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How Google’s Emphasis On Mobile Will Affect You

MediaPost

When it comes to search algorithm changes, Google has gone from making official announcements to a “this is something we do every day so don’t expect to hear from us” attitude. With this in mind, the upcoming mobile-friendly algorithm change is a very big deal. As background, here is a high-level history of events:

  • June 11, 2013: Google announced specific recommendations for developing mobile-friendly websites. It listed common configuration mistakes and explicitly called out faulty redirects and smartphone-specific errors (incorrectly served 404s, Googlebot Mobile and unplayable videos).
  • September–October, 2014: Google tested several different mobile-specific indicators, using both mobile-friendly and non-mobile-friendly icons.
  • November 18, 2014: Google officially launched mobile-friendly designations to results in mobile search.
  • February 26, 2015: Google announced that, on April 21, it will be expanding its use of mobile-friendliness as a ranking signal.

Google has gotten very serious about mobile search and is taking a primary role in improving the experience. In other words, we’re on notice to clean up our site(s). The good news is that Google is providing instructions and tools to help us do this. Here are the top three things that every website owner needs to do in anticipation of the April 21 deadline:

1)     Make use of Google’s guide to mobile-friendly websites.Google provides a 60+ page guide that discusses why and how to build a mobile-friendly website. There are dedicated guides for several open-source CMS platforms (WordPress, Drupal, Joomla, etc.), as well as a specific guide to mobile SEO, with special emphasis on avoiding common mistakes.

2)     Test your site using Google’s Tools. Users of Google Webmaster Tools (WMT) are already familiar with Google’s emphasis on mobile, as WMT has been alerting users to “fix mobile usability issues found on site xyz.” Clicking on “View details” brings users to a three-step process: 1) Inspect mobile issues, 2) Follow these guidelines and 3) Fix mobile usability issues. For those just starting out or who don’t have a WMT account, Google provides the ability to test a single page. This report groups all of the errors in one page and links on how to fix the errors, based on how the site was built (I built via CMS, I built myself, I had someone build the site).

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A New Way To Get Your News

Business Insider

Blendle, an exciting Dutch startup that has attracted 200,000 users in the region to a platform that lets readers make micropayments for individual newspaper and magazine articles rather than having to sign up to monthly digital subscriptions, has just got even more exciting.

The New York Times (which is also an investor in Blendle), The Washington Post, and The Wall Street Journal have signed up to the platform.

That’s huge. Until now, only Dutch publishers had signed up to Blendle. The company had managed to convince pretty much all the major newspaper and magazine publishers in the Netherlands to come on board, but its chances of scale were limited at best because its content was restricted to the Dutch language.

But now, as Blendle’s founder Alexander Klöpping states in a press release: “It’s a great honor that three of the most important newspapers in the world will start working with us.”

It also shows that major US newspapers are willing to experiment with how they charge readers to access their content online.

Earlier this week, at the Digital Media Strategies conference in London, Klöpping hinted that Blendle is looking to expand in France or Germany next. Blendle’s press release announcing its new partners confirms the platform will be expanding internationally this year.

Here’s how Blendle works: Users register for Blendle and put in their credit-card details just once at the beginning of the process in which they create a newsfeed of stories about the topics in which they are interested. When they click on a headline, the app/website takes a small payment. And — perhaps the most intriguing part of the whole offer — if readers don’t like an article, they can get an instant refund if they provide feedback.

On average articles cost 20 cents each, according to Blendle. The pricing per article is set by the publisher. The revenue split is roughly 30/70 between Blendle and the publisher.

Snapchat’s Discover Publishers Are Asking for Big Ad Rates — And They’re Getting Them

Recode

Snapchat’s Discover platform is one of the hottest properties in media. That’s why Snapchat and its publishing partners are asking for very high prices for ads that run on Discover — and why marketers are paying them.

Industry sources say Discover ad pricing is running around $100 for every thousand views — a rate that’s something like twice what a premium video publisher can get, and many times what a mere Web publisher can command. Perhaps that’s why Alibaba felt comfortable putting $200 million into Snapchat, at a reported $15 billion valuation.

Snapchat launched Discover in late January. It’s a new section of the app where users can watch videos or read stories from a dozen different publishers like CNN, Vice or ESPN.

Snapchat publishers set their own rates and provide a guaranteed view count to ad buyers based on traffic patterns they’ve established in the last few weeks. Industry sources say that on average, publishers are getting around 10 cents a view for their ads, which are seen anywhere from 500,000 times a day to a million times a day. That means publishers are able to command $50,000 to $100,000 a day for their stuff.

The publishers and Snapchat split the revenue differently depending on who sells the ad. If a publisher sells the ad space, they get 70 percent of the revenue; if Snapchat sells the ad, the revenue is split evenly.

Publishers can also bundle the Snapchat buys with inventory on other platforms if they sell it themselves; sources say ESPN’s sales force is taking this tactic, and has been able to sell Discover ads for more than $100,000 a day.

Since Discover is brand-new — Snapchat itself is only four years old — a lot of this pricing and ad buying is experimental. And prices usually run high in the early days of new properties, while publishers and marketers identify a proper balance.

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