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Getting Maximum Value from Data Marketing

IDG Connect 0811 Getting Maximum Value from Data Marketing

A social media expert with over 15 years’ experience in digital, Christian works with some of the biggest platforms and programmes on TV, taking social media data and making it into relevant, interesting and engaging content. He currently works at performance marketing agency Albion Cell, delivering data-driven social media strategies for clients including King.com, Jose Cuervo and Ubuntu.

Marketers are often unduly daunted by the prospect of big data, possibly because the sky really is the limit when it comes to what can be done and how much can be collected. There is also a problem in that despite it being a ‘hot topic’ for so long, most businesses still aren’t leveraging new data technologies and techniques nearly enough.

Data presents an enormous opportunity to better understand your customers and their purchase behaviour, and then hone your marketing based on these insights.

Even if you are planning to outsource your data efforts to a consultant or agency, it’s a good idea for any marketer to have a basic, practical understanding of the key aspects involved. The more intelligently targeted your marketing is, the more efficient it will be.

1) Choose the right data storage for your business

There are effectively two types of data storage: on-premise or off-premise. While off-premise is more cost effective (and used successfully by online-only businesses like ASOS and Amazon, which have been able to create their systems from scratch entirely in the cloud), there are always issues of access and privacy or security. On-premise is more expensive due to high server costs, but gives businesses full control over the data – banks, for example, use data warehouses to minimise risk. When you’re deciding which system to use, consider your priorities and choose accordingly.

It should be noted that some businesses do a hybrid approach, but the challenge here comes when you want to combine your cloud data with any on-premise data to do deeper, more thorough marketing. Lloyds Bank has successfully built a very sophisticated hybrid system but there currently isn’t a way of combining on and off-premise data very easily or efficiently.

2) Only store what you need

The key point you should think about is what, from the enormous volumes of data you can collect, you actually need to collect and store. If you store only the relevant data you can be far more efficient.

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Tablet Adoption in Commercial Segment to Drive Growth in Western Europe

IDC PMS4colorversion  Tablet Adoption in Commercial Segment to Drive Growth in Western Europe

According to figures published by International Data Corporation (IDC), the commercial tablet market will reach more than 11 million units by 2019 in Western Europe, achieving more than 130% growth (2014–2019) (IDC EMEA Tablet Tracker Forecast, 4Q14, February 2015). Tablets continue to represent a significant opportunity for device makers in the coming years.

Since their launch in 2010, tablets have been strong in the consumer segment and have benefited from early adopters in enterprises. The introduction of tablets contributed to an ever-growing number of computing devices increasingly differentiated in terms of screen size and product features as demand is influenced by end users’ differing mobility needs. Among other things, innovation has brought new product designs, with devices becoming lighter and better connected, and with greater input options, including keyboards. With traditional PC vendors expanding their offerings to include tablets, devices are increasingly coming with the features requested by IT departments (security, for example), while Apple and Samsung have been promoting some of their features for enterprise use.

Based on IDC’s latest survey of tablets in enterprises, their adoption rate is expected to double between 2014 and 2015 and to grow significantly until the end of the forecast period. “Tablets are used in companies of all sizes,” said Chrystelle Labesque, research manager, IDC EMEA Personal Computing. “While the first perception might have been that tablets were entering enterprises mostly as employees were bringing in their own devices, the reality is that more than two-thirds of the enterprises surveyed in France, Germany, and U.K. have already deployed tablets.” (For more information, see IDC’s Western European multiclient study Tablets in Enterprise: The Big Opportunity.)

While the volume of sales remained limited in 2014, IDC expects the market to thrive in 2015, benefiting from continuous price erosion and innovation. In addition, with 2-in-1s meeting productivity needs similar to notebook and providing longer battery life, their penetration in the corporate and SMB areas is expected to increase. The launch of Windows 10 will also facilitate the integration of the device as a notebook replacement, additional mobile device, or computing device in the new era of digital processing. Interestingly, Apple announced in 2014 a partnership with IBM to meet demand from the commercial sector, and earlier this year Google introduced Android for Work, which is expected to increase the relevance and integration of Android in the enterprise area.

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Is posting a photo the worst way to interact on Facebook

Business Insider

Data provided to Business Insider by the social-media analytics company Socialbakers shows just how badly photos perform compared with videos, links, and even simple text-only posts in terms of reach on Facebook.

What makes this data so remarkable is that it wasn’t so long ago that posting photos used to give brand page owners the best chance of their posts being seen by their fans (indeed, a Socialbakers study dated April 2014 declared “Photos Are Still King On Facebook”). Now the algorithm has changed, punishing photos, perhaps in response to page owners trying to game the system by constantly posting photos, or maybe because Facebook has been shifting its strategy ever more toward video in recent months.

The Socialbakers data, which covered 4,445 brand pages and more than 670,000 posts between October 2014 and February 2015, shows that video is now the most effective way to reach users in Facebook’s News Feed, driving more than twice as much reach as photo posts.

Photos had the lowest organic reach (the percentage of a page’s fans who see a post without the page owner’s needing to pay for advertising) over the period, with an average of just three out of every 100 (3.7%) page fans seeing a photo post.

Read more here… 

Smartphone Sales To Stall In Russia

Bloomberg Business

(Bloomberg) — Smartphone sales in Russia are set to stall this year as Apple Inc.’s iPhone volumes decline while households bear the brunt of the blowback from the Ukraine crisis and falling oil prices, according to researcher IDC.

Sales of devices surged 46 percent last year in the country to 27 million smartphones and will remain at that level this year, Simon Baker, a Moscow-based analyst at IDC said in an e-mailed response to questions. “We expect Apple volumes to drop after the boom.”

Apple doubled iPhone shipments to Russia to 3.25 million last year, garnering $2.14 billion in sales, according to the researcher’s Worldwide Mobile Phone Tracker.

While Samsung Electronics Co. remained the market leader, shipping more than 6 million smartphones last year, its revenue share was overtaken by Cupertino, California-based Apple.

In the fourth quarter, when Russians rushed to spend their tumbling rubles on big-ticket items including premium handsets, iPhone sales reached $827 million, or a record 46 percent share in the Russian smartphone market, versus Samsung’s 18 percent slice, according to IDC.

“Cheaper Android handsets will undoubtedly do well this year as consumers cut outlays,” Baker said, declining to comment specifically on Samsung. Lenovo Group Ltd., LG Electronics Inc. and Sony Corp. increased their share in Russia last year, according to IDC.

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How to Promote your Business Away from the Internet

IDG Connect 0811 How to Promote your Business Away from the Internet

Marc Michaels is Director of Behaviour and Planning at the GIG at DST. As a marketing professional and procurement expert with extensive experience, Marc has become a champion for marketing communications for 28 years. As Director of Direct and Relationship Marketing and Evaluation at the COI, he managed a team of 50 professionals delivering hundreds of high profile government behaviour change campaigns involving direct mail, door drops, e-mail, contact centre and fulfilment, household distribution, field marketing, customer relationship management and campaign evaluation across all major COI clients. Now at the GIG at DST Marc now provides ‘end to end’ consultancy across strategy development, planning, implementation and evaluation. 

Marc is a life-time Fellow of the Institute of Direct Marketing and industry speaker. His extensive experience in marketing has provided Marc with a unique stance. He believes wholeheartedly that marketing doesn’t just have to be digital.

In a tough economic climate where competition is rife it can be difficult to generate business exposure. From large businesses to SMEs, companies are constantly trying to market themselves better. Often this will be through the multitude of emerging digital channels that have opened up a wealth of opportunity for the savvy marketer. Channels like Twitter, Instagram and Facebook, to name only three, have made it easier and less expensive for businesses to promote themselves, if they have the skills and time to exploit them. However, whilst these new and flashy channels may look attractive and appear cheaper, it is important not to be seduced by them exclusively. Too many marketers are too quick to abandon physical marketing, perhaps because these particular methods are seen as outdated or untrendy compared to an eye-grabbing Vine or promoted Facebook post. Relying solely on social channels exclusively is flawed. Even within our continually and rapidly evolving digital world, offline solutions can still be right for your business.

Check out his tips here… 

 

IDC’s 10 Predictions for CMOs for 2015

IDC PMS4colorversion 1 IDCs 10 Predictions for CMOs for 2015

By, Kathleen Schaub

What does IDC predict for tech CMOs and their teams in 2015 and beyond?

Sunrise%2B1 IDCs 10 Predictions for CMOs for 2015

Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictionshighlights insight and perspective on long-term industry trends along with new themes that may be on the horizon. Here’s a summary.

1: 25% of High-Tech CMOs Will Be Replaced Every Year Through 2018
There are two dominant drivers behind the increased CMO turnover over the past two years. One driver centers on the cycle of new product innovations, new companies, and new CMO jobs. The second (but equal) driver centers around the required “fit” for a new CMO in the today’s tumultuous environment and the short supply of CMOs with transformational skill sets.

Guidance: Everyone in the C-Suite needs to “get” modern marketing to make the CMO successful.

2: By 2017, 25% of Marketing Organizations Will Solve Critical Skill Gaps by Deploying Centers of Excellence
The speed of marketing transformation and the increased expectations on marketing have left every marketing organization in need of updating its skill sets. In the coming years, CMOs will not only have to recruit and train talent but also create organizational structures that amplify and share best practices. Leading marketing organizations will become masters of the centers of excellence (CoE).

Guidance: Get out of your traditional silos and collaborate.

3: By 2017, 15% of B2B Companies Will Use More Than 20 Data Sources to Personalize a High-Value Customer Journey
Personalization requires a lot of data. CMOs do not suffer from a lack of data — quite the contrary. Today’s marketer has dozens, if not hundreds, of sources available. However, companies lack the time, expertise, and financial and technical resources to collect data, secure it, integrate it, deliver it, and dig through it to create actionable insights. This situation is poised for dramatic change.

Guidance: One of your new mantras must be – “do it for the data”.

4: By 2018, One in Three Marketing Organizations Will Deliver Compelling Content to All Stages of the Buyer’s Journey
CMOs reported to IDC that “building out content marketing as an organizational competency” was their #2 priority (ROI was #1). Content marketing is what companies must do when self-sufficient buyers won’t talk to sales people. While it’s easy to do content marketing; it’s hard to do content marketing well. The most progressive marketing organizations leverage marketing technology and data to develop a buyer-centric content strategy.

Guidance: Remember that it’s the buyer’s journey – not your journey for the buyer.

5: In 2015, Only One in Five Companies Will Retool to Reach LOB Buyers and Outperform Those Selling Exclusively to IT
IDC research shows that line-of-business (LOB) buyers control an average of 61% of the total IT spend. LOB buyers are harder to market to and are even more self-sufficient than technical buyers. To succeed with this new buyer, tech CMOs must move more quickly to digital, incorporate social, broaden the types of content, and enable the sales team to maximize their limited time in front of the customer.

Guidance: Worry less about how much video is in your plan and worry more about your message.

6: By 2016, 50% of Large High-Tech Marketing Organizations Will Create In-House Agencies
Advertising agencies have been slow to recognize the pervasive nature of digital. While many digital agencies exist and many have been acquired by the global holding companies, these interactive services typically managed as just another part of the portfolio of services the agency offers. Modern marketing practitioners realize that digital is now in the DNA of everything they do and are ahead of their agencies.

Guidance: Don’t wait. Take the lead.

Continue reading… 

 

Two-Thirds of Global Competitive Strategies Will Require a 3rd Platform IT

IDC

New IDC PlanScape outlines framework for mature business-oriented service management strategy

FRAMINGHAM, Mass., January 28, 2015 – International Data Corporation (IDC) predicts that by 2016, 65% of global competitive strategies will require real-time 3rd Platform IT as a Service (ITaaS). The ability of CIOs and IT organizations to grasp how business wants services that serve actual business needs, not traditional IT components, is significantly altering the ways in which service management is defined as successful. A new report, IDC PlanScape: Accelerating IT’s Progress to Business Maturity (Doc #253401) offers clear guidance about the business justification for creating a more mature, business-oriented service management strategy.

  • ClicktoTweet:  65% of Global #CompetitiveStrategies Will Require #3rdPlatform #ITaaS by 2016 @IDC – #IDCPlanScape outlines framework

3rd Platform technologies are fundamentally altering how IT organizations function, how business is conducted, and how enterprises compete. This demands restructuring IT to deliver ITaaS 3rd Platform services that are focused on realizing the enterprises’ competitive strategies. The ability of IT to immediately achieve a maturing business focus within its strategic planning and execution process is now an imperative. In this IDC PlanScape study, IDC explores a planning framework that enables CIOs and IT organizations to prepare for and respond to these transformative 3rd Platform imperatives. Moreover, the document details the key stakeholders and their roles and responsibilities in creating a more mature, business-driven IT organization to deliver service innovation to customers.

Additional key findings from this PlanScape include the following:

  • Without question, maturing the IT business dimension requires the active participation of top IT management. Equally imperative is to ensure all stakeholders and beneficiaries of IT within the enterprise are kept abreast of the business dimension maturity process and actively solicited for feedback whenever possible.

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A New Year’s Fitness Plan for Your CMO (Content Marketing Operations)

IDC PMS4colorversion 1 A New Years Fitness Plan for Your CMO (Content Marketing Operations)

By, Rich Vancil

Over the past few months, IDC has worked to define “Content Marketing” and to espouse its vital role in the execution of marketing campaigns.

If you’re not on-board yet as to the necessary role of Content Marketing — read no further !  But if you are, your next step is to assess your operational readiness for Content Marketing Operations. In a nutshell: does your marketing organization have the people, the tools, the process competency, and the leadership mandate, to roll-out Content Marketing capability across campaigns and product-lines?

IDC defines Content Marketing Operations as: “The execution of repeatable and coordinated processes to plan, create, develop, curate and distribute, and maintain the content assets and properties used for content marketing.”
Using IDC’s new MaturityScape framework, here is a 5-step model to help you assess where you are on the arc of “CMO” competency:
Figure A New Years Fitness Plan for Your CMO (Content Marketing Operations)
Stage 1: Ad Hoc — Business as Usual
Description: Business as usual — Content marketing does not exist. Assets are created by marketing, but they are mainly product marketing and corporate marketing assets and very rarely content marketing assets (refer to Figure 2). There is no strategy, governance, or process around asset creation, and most activities exist in silos of execution.
Business impact: Marketing, and in turn the entire company, is misaligned with the buyer. There is a lack of successful engagement with the marketplace, which leads to diminishing bookings and, in marketing’s case, defunding.
Stage 2: Opportunistic — Houston, We Have a Problem !
Description: Houston, we have a problem  !  Marketing acknowledges that content marketing as a function must be developed and that it must be differentiated from product marketing. Movement begins around content marketing, mainly focusing on the initial steps to understand and organize around the topic. Efforts are made to assess what assets currently exist within the organization.
Business impact: The marketing organization begins the process of reorganizing around content marketing; this includes new executives, new titles, and new initiatives. Significant “wins” do not occur in this stage, but initial momentum toward change can be observed.

 

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Top 10 Predictions for Malaysia Telecom Market in 2015

IDC PMS4colorversion 1 Top 10 Predictions for Malaysia Telecom Market in 2015

International Data Corporation (IDC) revealed the top 10 predictions that IDC believes will have the biggest impact on the telecommunications industry in Malaysia this year. Service providers are expected to redefine its strategies, transform its organizations, launch new solutions and technologies to retain its growth and stay relevant in market.

“2015 will be a critical year for telecom service providers. The telecom market is undergoing a major revolution driven by the changes of user requirements, revenue drivers and new technologies. Service providers with the right strategy will begin to see returns of their transformation investment while traditional providers will continue to struggle,” says Alfie Amir, Research Manager, Telecoms, IDC Malaysia.

The top 10 predictions are:

  1. Total Telecom Spending Will Experience Slower YoY Growth From 5.5% To 2.8The total spending on telecom services is expected to continue to grow but at slower rate, with only 2.8% YoY increase from RM34.3 billion in 2014 to RM35.3 billion in 2015. This is due to the slow growth in mobile services market, which accounts to 74% the total telecom revenue in 2014.
  2. Business Segment Will Continue To Dominate Fixed Line Market Accounting To 59% Of The Total RevenueBusiness segment has been the key driver for fixed line services. 60% of the total fixed line revenue in 2015 is expected to be from this segment. The 3rd platform adoption will drive higher requirements from enterprise users to their telecom providers, and hence creating new opportunities for telecom providers to expand their services beyond connectivity.
  3. Fixed Line Service Providers Will Expand Their Services To ICT Solutions And Triple The Addressable Market Fixed line providers are expected to expand their existing services to ICT solutions, addressing the changes in market requirements. This will triple their total addressable enterprise market in 2015 to around RM16.4 billion. The focus is expected to be on ICT solutions integrated with connectivity services, such as unified communications, cloud and network management services.
  4. Fixed Line Service Providers Will Customize Their ICT Solutions Focusing On High Potential VerticalsAs fixed line providers are expanding their products and solutions to ICT, addressing the market requirements for different vertical industries become more challenging. In 2015, fixed line providers are expected to customize their solutions based on different vertical requirements, and focus on high potential verticals such as banking and government.
  5. Managed Services Trend Will Begin To Rise In Telecom MarketEnterprises in Malaysia are beginning to look for more efficient delivery model for their ICT solutions, as part of their cost saving initiatives. Managed services market in Malaysia is expected to grow strongly by 9.3% to RM6.4 billion in 2015. Telecom players are expected to explore this opportunity with their large connectivity customer base.
  6. Mobile Voice Revenue Will Start To Decline For The First Time EverAfter a very slow growth of only 2% in 2014, mobile voice revenue is expected to finally decline for the first time ever in 2015. This is driven by over-the-top players (OTTP) and LTE adoption, as LTE provides comparable VoIP experience compared to the traditional voice service.

Continue reading…. 

The New Core of Business: B2B Marketing & Social

IDG Connect

B2B Marketing Budgets to Increase in 2015

More than half of B2B marketers plan to increase their marketing budgets this year, with the average budget increasing by 6%, according to a new report by Forrester Research.

The survey based on 132 B2B marketers found that 51% of marketers plan to increase budgets this year, 30% plan to keep budgets the same as last year, while 8% plan to decrease budgets. However, it looks like the confidence in marketing has increased compared to last year’s findings. The same report delivered last year found only 32% of B2B marketers expected to raise their marketing budgets, 45% planned to keep budgets the same, and 22% said they planned to cut their budgets.

The research also found that marketing budgets will make up 7% of revenue on average, compared with last year’s average of only 4%. While the marketing programs that will be allocated the largest budget are in-person events (14%), followed by digital marketing (10%) and content marketing (9%). These represent a decline from last year findings. With events share declining by 6%, and digital marketing and content marketing decreasing by 3%.

It could be considered this decline demonstrates marketers spreading their budgets across more marketing programs to strengthen their efforts. But the overall increase shows a promising future for the B2B marketing landscape.

Marketers Believe Mobile is the Core to Their Business

If you haven’t started introducing mobile, it’s looking like 2015 is the last call to get started as more marketers are seeing its importance. According to Salesforce’s 2015 State of Marketing report marketers (71%) view mobile marketing as the core to their business.

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