|10/02/2014||New York NY|
|10/07/2014 - 10/08/2014||New York NY|
|10/21/2014 - 10/22/2014||Chicago IL|
|10/26/2014 - 10/28/2014||Stone Mountain Georgia|
|10/28/2014 - 10/29/2014||New York NY|
|11/11/2014||San Jose CA|
|11/18/2014 - 11/20/2014||San Jose CA|
With video consumption on the rise, audiences today expect to able to receive information that is easy to digest and also engaging. It is predicted that by 2016, 1.6 billion people will be watching video online, and the growth of video traffic on the web will rise from 57% to 69% by 2017. As a result, a million minutes of video content will cross the network every second in 2017.
Given the eminence and influence video content will have over the next few years it could become one of the marketing department’s most powerful tools. Videos can be shared as compelling content that can help attract new customers, encourage existing ones to upgrade to a new product or spread product information quickly and efficiently.
Short videos can even be used as an alternative to lengthy text descriptions, telephone calls and face-to-face demonstrations to help a customer chose the right product for them. James McQuivey from Forrester Research believes that one minute of video can be equivalent to 1.8 million words. Video can provide easily accessible, on-demand information that is also engaging to a wider customer base.
Creating video content that is audience-tailored and accessible across multiple devices can keep digital marketing initiatives on the road to success. One quick and easy method of content creation is screencasting. Screencasting software records everything on your screen from applications and mouse clicks to your audio commentary. Screencasting technology is efficient since little investment is required for equipment and unlike working with video cameras or other videography equipment, very little training is needed.
To make successful screencasts, there are a few factors any marketer should consider:
Know Your Audience
With any video marketing initiative, understanding what makes your audience tick should be a priority. One video might be the right hook for a particular viewer, however could completely miss the mark for someone else.
This in spite of tech marketing turmoil and transformation, as half of tech companies replaced CMO in last 24 months
FRAMINGHAM, Mass. – The 12th Annual Tech Marketing Benchmark Study from the International Data Corporation (IDC) CMO Advisory Service finds that marketing budgets among the 101 technology companies surveyed will increase by an average of 3.5% in 2014. Those same companies expect a revenue increase of 3.7% for the same period. Despite this momentum, the CMO role remains very fluid as marketing organizations attempt to reinvent their capabilities and effectiveness in a new era of marketing. In a related study, IDC finds that 51% of tech CMO’s have been in their position for fewer than two years.
Two-thirds of the companies surveyed by IDC will increase their marketing budgets in 2014 while only 20% of the companies will decrease their marketing budgets with the remainder indicating no change in budget levels. Notably, companies with a high percentage of 3rd Platform products (cloud, social, mobile and Big Data and analytics) will receive marketing budget increases upwards of five times that of the average tech company, increasing their budgets 10-20% year over year.
“For the first time in eight years, IDC is seeing that marketing budgets are increasing at about the same rate as revenues. This is positive news for tech marketers and also a clear indication that the C-suite is ready to put additional marketing investment up against more promising business prospects,” saidSam Melnick, Senior Research Analyst, IDC CMO Advisory Service. “However, both the CMO and CEO must understand that momentum is being driven by success in 3rd Platform solution areas. To continue this growth, executives must continue to invest to be competitive in these high-upside segments.”
“We examined 152 tech companies with a current CMO in place and found that 77, just over half, have replaced their CMO in the last 24 months – an astonishing rate of change. CMOs must own the digital disruption of buyer experience for their companies. Those CMOs able to rise to the challenge will be provided more resources and given more power. The unprepared will be replaced,” said Kathleen Schaub, Vice President, IDC CMO Advisory Service. “However, tech CEOs must also wake up to the impact marketing now wields over revenue and reputation. It’s their job to pick the right person for today’s challenges. To get CMO selection right means the CEO needs to understand and get closer to marketing.”
The 12th annual 2014 Tech Marketing Benchmark Study was recently completed by IDC’s CMO Advisory Service and seeks to capture the full marketing spend and marketing headcount allocations of global companies within the technology sector. The research effort surveyed 101 companies, with the average company’s revenue surpassing $7 billion. IDC’s 2015 Marketing Investment Planner containing study details will be published in November and will be available on IDC.com. In a parallel study, the CMO Advisory Service studied 152 tech companies ranging from $50 million to $100 billion in revenue to observe their CMO tenure.
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. In 2014, IDC celebrates its 50th anniversary of providing strategic insights to help clients achieve their key business objectives. IDC is a subsidiary of IDG, the world’s leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com. Follow IDC on Twitter at @IDC.
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.
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.
The Economist has introduced new mobile advertising analytics that focus on user attention to measure campaign success as the call grows louder for measurement standards addressing the unique qualities of smartphone engagement better than impressions served and click-through rates.
The need for different data sets to measure mobile advertising is supported by a new report from xAd, which reveals that click-through rates on mobile are a poor indicator of whether or not someone will engage in post-click activities or visit a store. The Economist sees offering new metrics as a way to help its clients run more successful mobile ad campaigns.
“We’re offering TimeGuarantee and ViewGuarantee, and highlighting attention metrics more generally with clients, because we think it is a much better performance indicator for brand campaigns than just impressions and clicks,” said Audra Martin, vice president of digital advertising at The Economist.
Native advertising is often used by publishers as a way out of being held to the direct-response metrics that have long been associated with banner ads.
Native was supposed to be a premium ad format that would bolster falling digital CPMs, and it has mainly been viewed as an image-building format. But it was only a matter of time before advertisers would start to demand more than just a lift in awareness or improved reputation and ask for ads that directly drive sales or leads.
Case in point: this ad for The New York Times that’s running on Mashable. The ad has a direct come-on to new digital customers, with a “subscribe” button that’s prominently placed to the right of its branded article. It’s part of a month-long campaign the Times is running on Mashable to drive audience growth.
The practice is more established among B2B marketers, for whom the format is well suited for white-paper downloads and webinar signups. Lexis Nexis, for example, used this ad on Law.com to drum up business for its MedMal navigator product. But consumer publishers are increasingly hearing requests for native ads to include calls to action.
Samantha Warnes, Senior Solution Consultant of Digital Asset Management & Customer Experience Management at OpenText, looks at how organisations need to re-examine the creation, collaboration, production and distribution of digital media to deliver a richer digital marketing experience.
In today’s connected world, marketers are expected to manage content that caters to a richer digital experience. Digital assets have to be available, agile and consistent. Gone are the days when business departments could operate in silos. Now different units have to work with marketing to make the most of content across every distribution point – regardless of whether that is online, physical, over mobile, or even print.
However, ensuring that marketing content – regardless of size or format – is agile and can move at the speed required, means rethinking how digital assets are managed. Organisations need to automate the management of all assets, across all available mediums and consider the following five key areas:
1. Collecting: In the creation and storage of marketing assets, content should be collected and automated to provide a single, authoritative system for all types of marketing media. The result should be a digital asset management system without silos, massive email files, or guesswork as to the correct asset needed for a specific marketing purpose.
2. Managing: The ability to organise, categorise and apply appropriate rights policies to link related assets ensures rich marketing media can be managed efficiently.