Upcoming Events
Event Date Location

Digiday Brand Summit

04/27/2014 - 04/29/2014 Nashville TN

Event Marketing Summit

05/07/2014 - 05/09/2014 Salt Lake CIty Utah

Digiday Programmatic Summit

05/14/2014 - 05/16/2014 New Orleans LA

Internet Week New York

05/19/2014 - 05/25/2014 New York NY

Digiday Agency Innovation Camp

06/24/2014 - 06/26/2014 Vail CO

Content Marketing World

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

advertising-marketing

Subscribe To Latest Posts
Subscribe

B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

Content Marketing Institute

Looking for insight into how technology marketers are using content marketing? Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG).

The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet). Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well.

Please or in order to access this content.

 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

Screen Shot 2014 03 28 at 12.46.05 PM B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

Interview: Insight into Marketing in Australia

IDG Connect 0811 Interview: Insight into Marketing in Australia

Name: Dr. Mathew McDougall

Region: Asia and Australia

Job title: Founder and CEO of Digital Jungle

Experience: 20+ years working with Technology, Internet and Marketing firms around the world. Last 10 years worked as CEO based in China

One of the largest capitalist economies in the world, Australia is the world’s sixth-largest country by total area yet comes 51st in a list of countries by population. So how does marketing in Australia differ to the rest of the world, and what similarities, if any, does a country with less than 0.5% of the world population, have with China, which with almost 20% of the world’s population, tops the same list. Kathryn Cave talks to Dr. Mathew McDougall, Founder and CEO of Digital Jungle to find out more about Marketing in Australia.

What are the unique opportunities in targeting customers in Australia?

One of the unique opportunities in targeting B2B customers in Australia is that the market is relatively small, which leads to great referrals. Most of the major players in the industry know each other, which leads to great opportunities for clients. If you win a client and do an exceptional job, competitors and friends in the industry will notice, because it is easier to monitor a small market. If handled correctly this can lead to many new relationships, but of course, this goes both ways; if you win a client and do not deliver an exceptional product, others in the industry will also take notice.

 Continue reading interview 

14 Great B2B Business Ideas for 2014

Business News Daily

The Business of Helping Businesses

Want to start a business this year? If you’re looking for a great idea, look no further than your fellow entrepreneurs. New and established firms alike need outside help to run their day-to-day operations, and you could be the one to do it. Here are 14 business-to-business (B2B)startup ideas that we think will be successful in 2014.

Click here for the 14 B2B startup ideas

As B2B marketing dollars shift, publishers can fill a void – or get left out in the cold

eMedia Vitals

B2B marketing budgets are rising, but ad pages are declining. This ongoing shift away from traditional advertising creates an expertise gap that publishers should be looking to fill more aggressively with a broad set of marketing services.

Content, of course, lies at the center of this shift – which is good news for publishers. In Ad Age’s annual BtoB marketing outlook survey, 52.5% of marketers said theyplan to increase total marketing budgets in 2014, the first time since 2011 that more than half of B2B marketers expected to spend more than the prior year. Three-quarters said they planned to spend more on content marketing,

The findings are in line with other recent studies. A study by Econsultancy and Adobefound that content marketing was a top priority among 44% of B2B marketers, clearly outdistancing other digital marketing activities. Forrester, in a joint study with the Business Marketing Association, found that that 59% of B2B marketers plan to increase content marketing expenditures in 2014 and that B2B marketers overall expect to spend what analyst Laura Ramos called a “fairly sizable” 12% of budgets on content marketing in the year ahead.

“As buyers rebuff conventional outbound approaches like email and sales calls, marketers must capture their attention through inbound approaches that offer more enticing fare — like benchmarks, social interactions, videos, and games — instead of the conventional product pitch,” Ramos wrote.

Continue reading 

How to measure content marketing success

iMedia Connection

When it comes to content marketing there isn’t much debate about whether or not it’s right for your brand. These days, just about every brand on Earth is using content marketing, whether B2C or B2B. But content marketing isn’t just another tool in a marketer’s bag of tricks.

“Content marketing has changed the way we talk about marketing,” says Matt Wurst, director of digital communities at 360i. “Instead of just speaking at, or to, or even about consumers, brands are leveraging digital and social platforms to communicate with consumers, to hear from them and facilitate more insightful, multi-directional conversations.”

As that conversation grows and becomes more important, Wurst says brands can look to a long list of metrics, like shares and endorsements, to track the success of a campaign or strategy. But there’s a difference between being data-fluent and data-obsessed. After all, the combination of content marketing and digital has given us a seemingly limitless supply of data points, but more than a few marketers have lost the forest through the trees.

“The collection and interpretation of data enables marketers to unlock the currency that motivates a potential consumer to pay attention, or an existing consumer to share a message and advocate for the brand,” says Wurst. “Without these insights, it is much more difficult to understand what is truly discoverable or sharable, which is the key to creating and optimizing quickly and efficiently.”
Read full article 

Infographic: How Millennials Feel About Data Targeting and Online Privacy

ResearchLogoBLACK no 2nd IDG Infographic: How Millennials Feel About Data Targeting and Online Privacy

IDG Research Services conducted a survey of a group of millennials (18-34 years old) who have an interest in technology— e.g. tech marketers, tech decision makers and consumers, in both the B2C and B2B space. The results basically show two perspectives:  Data targeting is OK as long as the millennials save money or get relevant offers; and that data targeting and online privacy is a fact of online life but it makes them uneasy. This infographic also takes a look at/compares the 35+ audience and their thoughts on online privacy.

(click to enlarge image)

Millennials Data Targeting Privacy FINAL Infographic: How Millennials Feel About Data Targeting and Online Privacy

Your top-selling product in 2017 probably doesn’t exist yet

eMedia Vitals

Are media and marketing executives finally committing to innovation as a growth strategy? More than half of senior-level execs responding to Econsultancy and Jordan Edmiston’s 4thannual Media Growth Study (pdf) agree that their top-selling product in 2017 hasn’t been invented yet.

That’s a clear sign not just of the disruptions taking place in the media sector, but also the opportunities that exist for companies to create new markets or build new business models.

“We are focusing on disrupting ourselves, before we get disrupted,” one respondent from a large B2C publishing company said as part of the survey of 339 senior-level executives globally.

Despite this clarion call for innovation, however, most media companies have yet to formalize an innovation process. Only 31% of executives have a defined innovation program for generating new product ideas – even though 71% said launching new products or services would be a top growth driver over the next two years.

Other top growth drivers include expanding market share within existing markets (64%) and making an acquisition (38%). While just over a quarter of executives (27%) cited investing in new IP or technologies as a growth driver, the response rate jumped significantly from last year’s 11%. The report’s authors attribute this jump in part to a growing emphasis on automation, including programmatic buying and selling.

Continue reading… 

B2B marketers take on new demands with mix of anxiety, excitement

BtoB

B2b marketers today are working in a world marked by rapid changes in technology, increasingly empowered customers and heightened accountability in an always-on media environment. All of this makes it both an exhilarating and anxious time to be a marketer, and CMOs are facing the changes with new strategies, systems and talent-development practices.

“There is so much change going on right now, which makes it scary but also incredibly exciting,” said Kathy Button Bell, VP-CMO at Emerson Electric Co. and chairman of the Business Marketing Association for the 2013-14 term. At the BMA’s annual conference in Chicago in June, Button Bell presented joint research from the BMA and Forrester Inc. that found that 97% of b2b marketers are doing things they have never done before as part of marketing, and 34% of senior marketers feel “overwhelmed” by change. (The study was based on an online survey in April of 117 senior b2b marketers.)

“The transparency we are living with, which started with the Sarbanes-Oxley Act [federal legislation passed in 2002 that governs public company financial reporting] and has now become a communications issue through social media and other technologies, means companies have to be much more sophisticated in how they do things,” Button Bell said.

“Within my own company, there is a new appreciation for marketing and a desperate need for people to be more highly developed marketers. There is a heavy amount of communications that marketing people have to take on—not just with customers but with the media, investors, employees and future employees.”

Continue reading…

2013 Tech Marketing Budget Trends: 3rd Platform Companies and Products Lead the Growth

IDC PMS4colorversion 1 2013 Tech Marketing Budget Trends: 3rd Platform Companies and Products Lead the Growth

By 

Yesterday, IDC’s CMO Advisory Service had our annual Tech Marketing Benchmark Webinar. This study goes out to close to 100 senior lever marketing executives and represents the largest B2B Tech companies in the world (this year the average company revenue was $9.1B.) The webinar was packed with great information and was a great success. However the overlying question each year is where will marketing budgets sit at the end of the year and what direction are they moving. The results are some good news mixed with trends that point to hard work that marketers need to do around their budgets.
Good News: More Organizations are Increasing their Marketing Spend Than Decreasing
 
As seen in the graph below, across the entire tech industry a net of 15% of companies are increasing marketing spend versus those decreasing. While it may not always feel like it, there are marketing budget increases out there to be had!
 
 Screen Shot 2013 11 15 at 11.21.43 AM 2013 Tech Marketing Budget Trends: 3rd Platform Companies and Products Lead the Growth

Challenge for Marketers in 2014: Finding the Right Areas that Should Receive More Marketing Budget

Lead Gen Said Top Objective – and Challenge – for B2B Digital Marketing Programs

Marketing Charts

Lead generation ranks as the top objective for B2B companies’ digital marketing programs, according to a study released today by Webmarketing123. Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal, while 27% pointed to sales and revenue generation and 17% to brand and product awareness. Not surprisingly, generating enough leads counted as the leading digital marketing challenge, for 21% of respondents, closely followed by producing enough quality content (20%) and converting leads to customers (19%).

The study notes that compared to last year, more B2B marketers cited revenue generation as a top objective, while fewer identified lead generation. That suggests that their digital marketing objectives are starting to more closely resemble those of their B2C counterparts.

Continue reading…