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Mobile Insider Summit

08/17/2014 - 08/20/2014 LAKE TAHOE CA

Social Media Insider Summit

08/20/2014 - 08/23/2014 LAKE TAHOE CA

iMedia Agency Summit (Malaysia)

08/25/2014 - 08/27/2014 Kota Kinabalu Malaysia

The 6th annual Mobile World

08/28/2014 Seoul

iMedia Brand Summit (Australia)

09/01/2014 - 09/03/2014 Gold Coast Australia

iMedia Brand Summit (India)

09/03/2014 - 09/05/2014 Adao Waddo, Salcette India

Data+: Analyze, Predict, Monetize

09/07/2014 - 09/09/2014 Phoenix AZ

iMedia Brand Summit: Marketing in an Always-On World

09/07/2014 - 09/10/2014 Coronado CA

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

Video Insider Summit

09/14/2014 - 09/17/2014 Montauk NY

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61% of Consumers Prefer Companies With Custom Online Content

Mashable

Content marketing campaigns have become essential for marketers to engage audiences and generate leads. In fact, more than half of all consumers are more likely to buy from companies that create custom content.

But one of the biggest challenges B2B and B2C marketers face is measuring ROI. Only 27% of marketers track content metrics effectively.

Luckily, the folks at Captora created a graphic visualizing new data on metrics of success, which types of content have the highest ROI, the best days to share content on social media and more.

Take a look at the infographic below to help organize your content marketing goals and make strategic decisions about effective content.

Captora Mashable 61% of Consumers Prefer Companies With Custom Online Content

IDG SMS Wins Social Media Award for Samsung Program

Media Shepherd

mediaShepherd LLC—a web-based company that provides “actionable intelligence” for media brands—announces the winners of the first-ever mediaShepherd Social Media Awards (mSSm Awards). The awards recognize the best of social media efforts focused around a specific campaign, publication, brand or company in various sectors of the media industry.

The 2014 mSSm winners are:

• The Onion. Consumer media brand. The Onion’s overall social media strategy has gained the satirical-news brand millions of followers on Facebook (more than 4.25 million), Twitter (more than 6 million) and Google+ (nearly 2 million). It effectively integrates its YouTube channel with content across all platforms and has a high level of audience engagement.

• Modern Salon. Business-to-business media brand. Modern Salon has an impressive social media following, especially for a b-to-b brand, with more than 34,000 Twitter followers, more than 290,000 Facebook fans, more than 47,000 followers on Instagram, and more than 3,000 pins on Pinterest. It utilizes a variety of techniques and opportunities to promote its brand via social media, including promotion of a live broadcast of the North American Hairstyling Awards ceremony and reliance on unpaid partner promotion (via partners’—such as Aveda, Paul Mitchell and beauty schools—social media sites). Modern Salon also focuses on sharing high-quality images.

• IDG Enterprise. Business-to-business/custom marketing. IDG Strategic Marketing Services created a custom social media marketing campaign on behalf of its client Starcom/Samsung, called “Tablets in the Enterprise.” The campaign included Twitter chats using a unique hashtag to facilitate conversations around key messages and drive awareness of the topic and related solutions. Other components of the campaign included a custom survey on tablet use in the enterprise, infographics, white papers and videos. The campaign, which engaged influential bloggers and IT leaders, reached 513,000 via its #Tablechat discussions, and nearly 8 million impressions.

• MVP Media/Turnbuckle Magazine. Niche/enthusiast media. MVP Media fostered a significant community on Twitter from scratch for the launch of its interactive, digital Turnbuckle Magazine. The campaign achieved a reach exceeding 1 million Twitter users as per reports from SumAll, as well as impressive brand exposure via viral posts that captured hundreds of retweets/favorites. The combined retweet-and-mention reach surpassed 3 million in each of the last two weeks of the campaign, and suprassed 10 million in the last 5 weeks.

• OneName Global (OnG). Publishing industry vendor.  OneName Global utilized a variety of social media platforms, but focused its efforts on Facebook and viral content to grow traffic to OnG’s Facebook page as well as convert traffic to its onenameglobal.com website in advance of the company’s launch in the marketplace. As of Feb. 1, the site averaged 25-30 visitors per day, and via its social media campaign increased that to more than 8,000 visitors a day by the end of February. Since the campaign began, OnG experienced a significant increase in website traffic, totaling 48,745 visitors from the campaign’s start to finish. The company anticipated reaching 30,000 users per day by its launch, a metric which it exceeded (by far). According to Alexa.com, the company was one of the fastest-growing/ranking sites online toward the end of its campaign.

The entries were judged by a panel of social media experts in the publishing industry, and were evaluated based on innovation, campaign execution and level of achievement, budget and staff size, support of the brand, viral nature of the campaigns, among other factors.

US B2B advertising dips

Warc

Overall B2B advertising in the US dipped 0.5% to $10.2bn in 2013 according to a new study which shows the top 100 pulling away from everyone else.

Ad Age DataCenter’s analysis of measured-media spending data from Kantar Media – including estimates of spending across TV, internet (display ads only), magazines, newspapers, radio and outdoor – found that the top 100 B2B advertisers accounted for almost half of the total at $4.9bn. This represented a 3.4% increase on the previous year and stood in marked contrast to the remainder which registered a 3.8% fall in spending.

Advertising Age noted that this mirrored a trend already observed in the overall advertising market which had seen media spending rise fastest among the biggest advertisers (up 3.2% for the top 100, up 33% for 101-1,000 and down 6.6% for the smallest spenders).

Leading B2B advertisers were evidently being increasingly selective about their approach as they increased spending on internet display advertising, TV and outdoor but reduced it in all other media categories.

Internet was the fastest-growing medium for the top 100, up 25.3% in 2013, surpassing magazine spending for the first time. TV and outdoor rose rather more modestly, at 3.0% and 2.4% respectively.

Radio was hardest hit among the remaining media, as spending there declined 13.7%, while newspapers were also badly affected (-9.4%); magazines, however, fared relatively well, as expenditure in both B2B and consumer titles was down only 0.3%.

The top B2B advertiser in 2013 was Microsoft, whose spending jumped 34.6% to an estimated $290.6m. It was followed by Apple, whose B2B expenditure leapt 39% to an estimated $218.1m, and AT&T, up 6.6% to $201.3m.

The top ten B2B advertisers were rounded out by, in order, Verizon Communications, Google, Samsung, IBM Corp., Berkshire Hathaway, Intuit and Office Depot.

Companies Link for Success White Paper

 Companies Link for Success White Paper

Alliance marketing is becoming a critical component in successful technology companies. Often formed to promote a new device, unified solution or concept, alliances can give companies greater market presence in areas that, alone, they may face more competition. Given the growing importance of alliance marketing efforts, IDG Enterprise sponsored research across the B2B Technology Marketing Community on LinkedIn to help marketers benchmark their efforts against those of their peers. The results of that research, plus insights from leading alliance marketers, have been combined into a white paper designed to help elevate your alliance marketing efforts.

This white paper will provide insight into:

  • Key ingredients for strong alliance partnerships.
  • Common challenges faced within alliances.
  • Common tactics used and how are those executed.
  • How success is measured.

Please or in order to access this content.

Navigating Through the Noise of Big Data

IDG Connect 0811 300x141 Navigating Through the Noise of Big Data

Marketing teams all over the world are being tasked with meeting increasingly higher customer outreach goals yet industry data for the last five years show the percentage of marketing representatives hitting their numbers has plateaued. That’s even after accounting for the recovery from the great recession. At the same time, marketers and sales people are being inundated with endless noise and chatter from news sites, analyst reports, Twitter feeds and blog posts. Trying to decipher any meaningful insight about customers, prospects or markets can leave little time for actual interaction.

Tools for conducting business analytics to cut through big data noise do exist but until recently have required “braniac” data scientists to use, but that is slowly changing. Personal business analytics are making their way to the front line of sales, providing access to the exact information they need to drive intelligent conversations with key prospects to help meet ambitious revenue goals.

Focusing on Relevant Content

Time spent on account research and demand generation is, on average, taking up one-fifth of a person’s workweek. Many companies are just starting to use business analytics to help their marketing and sales teams identify how customers will react at certain conversion points in their customer revenue cycle. These insights are typically derived from mining data collected in their CRM, ERP, customer support and other internal information systems as well as unstructured data from the Business Web. In doing a peer group analysis of existing customers, they are able to generate a profile of what a highly qualified prospective customer actually looks like.

Relevant analytics to focus on include

  • Specific vertical opportunities and industry shifts
  • Identifying real-time risks and opportunities that your solutions match
  • Building strategy around changing characteristics of your customers and markets
  • Competitor activity and strategies

If packaged and presented properly, technology can act as a digital research assistant by showing the opportunities to pursue and the insights needed to develop effective and strategic marketing or sales plans.

Maintaining Strategic Outreach

Customers today can get a wealth of information about a vendor’s products or services via a variety of online options including your web site, your competitor’s site, reading analyst blogs, joining networking groups within social media services such as LinkedIn, and more. They also have high expectations for customer engagement by demanding that it delivers value at every interaction with them in order to win their business.

The messaging many hyper-growth companies use is no longer centered on the product they sell, but rather on understanding trending business issues, why those problems exist, and how to have the best solution to effectively deal with those issues. For example, it’s especially important for B2B sales teams to identify real-time deep insights on their customers’ business expansions and exits in order to align with that customers present and future needs.

Being effective at this, and being seen as a solution consultant, can significantly increase lead conversion rates and increase customer retention. By aligning solutions with real customer needs, marketers can deliver to their sales teams valuable tools that will enable them to have strategic conversations with their executive buyers, leading to shorter sales cycles and bigger deals. 

In Practice

Even though business intelligence has been readily available across many functional teams in the past, it has not been fully optimized in support of sales driven activities. If a marketer wanted to gather insight about emerging technologies, industry trends, or competitive moves, they typically had to reach out to a small internal analyst team for help, search a broad internal library, or perform their own searches on the internet. Today, when the entire team can easily access and understand their targeted customer, they can be more effective at achieving overall revenue growth.

By weeding out the influx of unnecessary data and maintaining focus on the relevant emerging customer trends and information, teams are now able to access business intelligence more efficiently and effectively- regardless of when and where they need it. A company’s effectiveness at helping their marketing and sales teams bridge their product expertise to become new business problem solvers is going to be what dictates whom the market leaders are.

Click here for more blogs and research from IDG Connect 

2014 B2B Tech Content Marketing Trends: Tailoring Content, Tactic Effectiveness, Social Media

Looking for insight into how technology marketers are using content marketing? Check out Content Marketing Institute’s newest research report, 2014 B2B TECHNOLOGY CONTENT MARKETING TRENDS — BUDGETS, BENCHMARKS, AND TRENDS, NORTH AMERICA, sponsored by International Data Group (IDG).

This infographic video focuses on how tech marketers tailor content, tactic effectiveness, and social media usage.

Click here to view an INFOGRAPHIC on this research

To register for this event, click here

Please or in order to access this content.

 

Why Giants Aren’t Always What They Seem

IDG Connect 0811 300x141 Why Giants Aren’t Always What They Seem

Success in today’s marketplace hinges on innovation. Behemoth enterprises know that in order to stay competitive they need to constantly diversify and improve on their offerings. They need to harness the latest and greatest technologies – but these technologies can’t be made in these large companies’ labs. 

The new technologies are being built in incubators and startups at lightning speeds. Currently, there are 940 vendors in the marketing technology space offering innovative, disruptive solutions, and a lot of consolidation has already taken place here. The giants are relying on the little guys to drive innovation, which is why these small and mid-sized businesses are so important.

Innovation is moving downstream, and with it, marketing automation. In its 2014 Marketing Automation BuyerView, technology guidance firm Software Advice found that 50% of all businesses interested in marketing automation were in the SMB space, and that 90% were considering the technology for the very first time. Similarly, Forrester Research’s most recent Wave report pointed to several vendors who had already taken notice of this windfall, and had developed platforms specific to the small to mid-market consumer.

The lesson to be learned in all this is a simple one: businesses today are looking to move beyond the monolithic, enterprise-level suites of old, toward smaller, smarter, more flexible marketing solutions. In other words, bigger really isn’t better, and the giants of past eras aren’t nearly as gigantic as they once seemed.

For proof of this point, we need only consider the following facts. The marketing automation industry has grown by 50% annually for a number of years now, but has managed only to penetrate a mere 3% of non-tech companies in the mid-market. This leaves open a segment opportunity worth up to $8bn, and yet it is often passed over.

The few businesses that have been savvy enough to tap into this space have reaped tremendous rewards as a result. Act-On, for instance, has garnered 2100 customers across verticals like finance, insurance, agriculture, and manufacturing. Better still, the deals they’ve won have largely been noncompetitive, and from companies that were familiar with marketing automation already but unsure as to what solutions to choose.

More importantly, a great deal of innovation has already taken place at the mid-market level for this one reason: the more modern their marketing techniques are, the better chance small businesses have of competing against larger peers.

As Forrester notes in its recent Wave report, the B2B space for marketing automation is tipped to explode in the coming year, and will likely be driven by small, tech startups; slightly more than 50% of companies in this space already use automated lead-to-revenue management platforms to fuel sales pipelines, improve process maturity, and improve collaboration between sales and marketing. And it won’t be long before others follow suit.

All signs tell us that the days of marketing giants have come and gone. The future of marketing automation will be shaped by the plucky, ever-agile small and mid-market players.

For more blogs and research from IDG Connect, click here

Irrelevant Digital Content Impacts B2B Vendors in US & UK

IDG Connect 0811 300x141 Irrelevant Digital Content Impacts B2B Vendors in US & UK

By Jessica Maxwell

We recently completed research that looked at how irrelevant content impacts B2B vendors’ bottom lines. We did two separate surveys that were based on technology buyers who had actively made a purchase decision in the last 12 to 18 months; one was to a US audience and one was to a UK audience.

Despite how different these two regions are, we were surprised to see that the results were extremely similar for every question we asked. Content is irrelevant in both of these markets, and no one is happy about it.

Click to continue reading

Here is an infographic view of the US and UK comparison:

irrelevant digital content impacts B2B Irrelevant Digital Content Impacts B2B Vendors in US & UK

For more blogs and research from IDG Connect, click here 

Are UK B2B media businesses becoming more focused on overseas events?

The Media Briefing

One of the more obvious ways UK B2B media firms have tried growing is to buy up or launch new events in countries with higher growth rates and less developed markets.

In a morning briefing on Top Right Group’s 2013 results last month, the word “events” came from CEO Duncan Painter’s mouth many a time – with particular emphasis on Latin America, China, and Asia.

For Top Right Group, events were providing most of the growth last year – the i2i events segment grew 13 percent on an organic basis – but how are things faring for some of its competitors?

We took a look through some annual reports to find out:

  1. Whether these companies are generating more of their money from their events
  2. Whether that international expansion translates to the bottom line.

Reed Elsevier

Although Reed’s events revenue is increasing, from £707 million in 2011 to £862 million last year, its rest of world revenue as a percentage of the whole dropped off considerably last year, from 71 percent over the two years 2011 to 2012, to 57 percent in 2013. UK revenue was up from 29 percent to 43 percent, however.

Reed also launched more events last year than in 2012 – 37 to 30, respectively.

Centaur Media

Centaur’s events revenue has increased from £21 million to £26 million from 2012 to 2013, and its UK revenue also increased from £60.4 million to £64.3 million. Global revenue excluding the UK was also up 48 percent to £7.7 million last year.

Informa Plc

Events revenue for Informa dipped by over £165 million from 2011 to 2012, but appears to have stabilised, increasing slightly from £413.7 million to £414.7 million last year. On the global stage revenues have been declining, from £1.1 billion in 2011 to £973 million in 2012. UK revenue took a dip from 2011 to 2012 of 12 percent year-on-year, but increased to £159.4 million last year.

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Next Up for B2B Email Marketing: Automation

eMarketer

Email is one of the most widely used and established of all platforms and has long been the cornerstone of many business-to-business (B2B) marketing plans. Given the maturity of this medium, spending on email remained flat for years, though its efficiency did draw some B2B dollars during the economic recession, according to a new eMarketer report, “B2B Email Marketing: Benchmarks and Best Practices for 2014.”

166017 Next Up for B2B Email Marketing: Automation

But even as new digital marketing and advertising platforms, formats, and channels draw companies’ attention and budgets, email remains vitally important and is arguably more valued by B2B marketers now more than ever before. While its core function has not changed substantially, there are new developments and challenges marketers must address: mobile, content marketing and automation.

For B2B marketers that use email—and indeed for any B2B marketer today—personalizing messages and integrating channels are vital, and automation is essential for executing those tactics.

With content marketing now table stakes for email marketers and mobile making it critical that B2Bs reach the right individual with the right message at the right moment, it becomes nearly impossible to personalize email marketing without some form of automation.

B2B marketers recognize the value of marketing automation solutions, but many have been slow to fully integrate the technology into their sales and marketing efforts. Data released in November 2013 by BtoB Magazine showed just 26% of US B2B marketers had completely integrated automation into their sales and marketing initiatives at the end of 2013. More than half (52%), however, expected full marketing automation adoption for this year.

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