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Why First Party Data is Valuable to Marketers

IDG Global Solutions

Learn what some of the key sources of data are and how marketers should use this first and third party data for maximum return.

Infographic: The Trillion Dollar Consumer Opportunity

IDC PMS4colorversion 1 Infographic: The Trillion Dollar Consumer Opportunity

Are telecom service providers savvy enough to modernize and transform themselves in ways that will give them the edge in a consumer driven economy?

For more infographics with global research, click here

telecom billion dollar consumer opportunity Infographic: The Trillion Dollar Consumer Opportunity

Adobe 2013 Mobile Consumer Survey results – Using mobile sites, apps, and emerging technologies to build loyalty


With the meteoric rise of mobile devices and tablets, it’s no surprise that mobile is a way of life and is here to

stay. In 2012, there were 121 million smartphone users and 94 million tablet users in the United States alone,

representing a 31% and 180% increase over 2011, respectively.


Mobile devices have changed the way  consumers interact with businesses, and today’s digital marketers must understand how consumers use

different devices to be able to build and optimize mobile marketing strategies that deliver the right mobile

experience to each mobile user.  In addition, 2013 marked a significant shift in how mobile users are accessing websites. According to the Adobe

Digital Index,global websites are now getting more traffic from tablets than smartphones, with 8% and 7% of

monthly page views respectively. Given that tablet visitors spend more per online purchase with U.S. retailers

than visitors using smartphones, tablet traffic is proving to be more valuable in terms of e-commerce and

engagement and represents significant implications for the development and optimization of mobile strategies.


Results from the Adobe 2013 Mobile Consumer Survey show that consumers are using their smartphones and

tablet devices to connect with brands in a variety of ways, and they are increasingly moving back and forth

between different devices and form factors.

See the results 

Infographic: Emerging Markets Mobile Attitudes


The 2013 Emerging Markets Mobile Attitudes Report from marketing technology company Upstream, which commissioned YouGov and Vanson Bourne to poll the views of a representative sample of 3,670 adults in Brazil, India, Nigeria and Saudi Arabia, revealed that while Apple’s success in the West has been predominately shaped by its premium brand status, the door is open for others such as Nokia to stake its claim on the emerging market audience.

The report reveals that Apple (21 per cent) only secures third place on emerging market consumers’ wish lists – after Samsung (32 per cent) and Nokia (22 per cent). Despite its recent decline in Western markets, Nokia has been named the brand most Nigerians would like to own (37 per cent), and second favourite in Brazil after Samsung. While an appetite for high-end smartphone devices exists throughout emerging markets – 16 per cent willing to spend more than $450 on a device – the report finds that brand desirability cannot guarantee success in these new markets. The report reveals that almost a third of consumers (27 per cent) with less purchasing power will ultimately bypass their favourite brands and buy devices with similar functionality, but at a cheaper price.

Continue reading… 

research 2013 YouGov emerging Infographic: Emerging Markets Mobile Attitudes

‘Traditional still trumps “annoying” digital advertising’


Marketers should not overlook traditional marketing in the rush to become digital-led businesses as the majority of consumers currently find brands’ online efforts ‘annoying’, ‘invasive’’ and ‘distractive’, a report suggests. Adobe’s “Click Here: State of Online Advertising” study found consumers still prefer “old school” – print, TV, outdoor – advertising to newer online channels, suggesting brands have “a lot of work to do” to capture consumer attention in the digital world.

Print magazines were voted the most popular advertising medium (39 per cent of the poll) in the UK, ahead of TV ads (23 per cent) and websites (12 per cent).

The popularity of print magazines seems to be at odds with where marketers are placing their spend. Ad expenditure on print magazine brands fell 9.4 per cent year on year in 2012 to £1.1bn, according to the latest quarterly AA/Warc report. “Internet spend” – which excludes digital ad spend on news and magazine brands – grew 13.2 per cent year on year at £5.2bn.

Some seven in 10 consumers (70 per cent) said they thought TV ads are “more important” than online ads, particularly those from John Lewis and Guinnes.

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CIOs and CMOs Must Collaborate for Business Results

CIO Press Release

Research Conducted by CIO Highlights CIO/CMO Relationship Gaps and Misconceptions to Be Addressed at CIO/CMO Agenda Event

FRAMINGHAM, MA–(Marketwired – Apr 30, 2013) – CIO‘s 2013 CIO/CMO Partnership survey digs into the CIO/CMO relationship from how these executives view each other, to future IT spending. Overall, the results stress that CIOs and CMOs must work together now to ensure investments for automating marketing align with enterprise architecture for maximum business results. The growing need for collaboration and alignment between the CIO and CMO for technology solution adoption — highlighted in the survey — has sparked the launch of the CIO/CMO Agenda event, produced by CIO in partnership with The CMO Club.

CIO and CMO Perceptions
The majority of CIOs and CMOs (82% and 77% respectively) describe their relationship with the other as excellent/good and 40% of CIOs and 27% of CMOs believe that the relationship will continue to improve over the next year. One reason for this positive view of the relationship is that respondents most often characterized each other as a consultant or strategic player in technology decisions. However, 14% of CMOs see CIOs as a road block and an additional 19% view CIOs as a risk assessor. One-quarter of CIOs view CMOs as a rogue player (view chart). Adoption of cloud solutions without IT’s approval was also highlighted in IDG Enterprise’s CITE research, including employee use of consumer services (41%) and file sharing tools (31%). To benefit the enterprise, CIOs and CMOs believe that collaboration, agility, innovation, customer insight and influence with the CEO are key to developing a closer relationship, which is necessary for results.

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Brand Social Outreach Must Walk a Fine Line


Consumers are sensitive to how much companies listen and respond to them online

Most US internet users across all age groups are aware that businesses frequently listen to what they say online. According to a December 2012 study conducted by J.D. Power & Associates for NetBase, US internet users between the ages of 45 to 54 were most cognizant of this phenomenon, at 72% of respondents. Millennials between 18 to 24 years old were least likely to be aware of companies listening in, although still over three in five knew this went on.

What’s more, most consumers reported that they actually wanted companies to listen to online conversations. A majority of respondents in every age group except for those 55 and over reported this preference.

152578 Brand Social Outreach Must Walk a Fine Line

Consumers may want to catch the ear of brands online, but they have decidedly mixed expectations for what kind of engagement is appropriate. This means companies must tread carefully.

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Big Brands on Big Data: Bigger Marketing Is Not Better


With so much data and automation technology available to marketers, there is a temptation to do more, more often. Yet, the most effective uses of big data are usually not bigger marketing, but leaner, more efficient marketing.

The biggest challenge now is to wrestle big data down into actionable insights. We need to get to the data that counts. Grazia Ochoa, director of global digital marketing at Starwood Hotels and Resorts said in a recent panel on data-driven marketing that I was lucky enough to moderate here in New York City, “We view consumer behavior in multiple models in order to understand the full experience in each visit in a particular property, but also over time to see how we can improve the return rate. If I can move a guest from four visits a year to six, that is better than just optimizing the four visits we already have. We strive to do both.”

Similarly, Charlie Swift, VP of marketing analysis and operations at Hearst says, “As we move forward inventing the new world of publishing – between digital editions of our magazines and the shift to deeper consumer relationships – data is at the heart of our ability to learn and react faster to the market dynamics. Speed to learn and change is critical to our long-term success.”

Continue reading… 

Tech Consumers Speak and What They Tell Us


By, Matthew Yorke

It was not that long ago that the biggest challenge for publishers and marketers was to understand the dynamics of the print and the online worlds. Today, it is far more complex both from the medium and message standpoints.

The Echo Effect
Late last year, IDG Research Services released the results of its latest study: The Echo Effect : Understanding the Value of Tech Buyers. More than 3,100 visitors to IDG U.S. technology media sites such as PCWorld, Macworld, CIO, and Computerworld, participated.

Before I get into buyer behaviors, just surveying the modern reader’s journey is a dizzying experience filled with insights.

Ninety-five percent of the respondents use one or more social platforms. No surprises there you might say. However, in terms of what those interactions mean for brand engagement, that’s the exciting part: Forty-two percent are willing to recommend a company and 40% of the respondents experience increases in their brand loyalty.
Screen Shot 2012 11 27 at 10 13 48 AM Tech Consumers Speak and What They Tell Us
Social Selection
But, from a marketer’s point of view this means more than just putting up a Facebook page or a Twitter stream. IDG’s social research revealed why users are on certain platforms and what their expectations are for each. For example, in the consumer tech category, we discovered that Facebook is used for sharing, Google+ for seeking (although this data may be influenced by brand associations with search), LinkedIn for networking, and Twitter for dynamic sharing. Consumers also expect vendors to use these platforms to respond to their questions, offer insights into products, and provide product reviews/rankings.

Mobile Taking Over for PCs
Print and online are no longer the game. It’s a mobile world, and smartphone/tablet activities are replacing PC-based usage. Two-thirds of the respondents own and regularly use two or more mobile devices, and about 33% of their browsing for technology content is via mobile. We know they are researching products, seeking in-store price comparisons, and purchasing products with their smart mobile devices. Mobile and social are two legs of a stool; the third is video.

Lights, Camera, Action
We discovered that our readers cannot resist tech-related videos, with 93% of them watching and 72% commenting on and sharing videos or posting them.

Mobile is driving this new-found appetite for video with 40% watching tech videos on their tablets and smartphones. Video is not just an entertainment factor. It drives tangible purchase behaviors with 64% of the respondents moving from watching a video to seeking further product-related information.

Puzzle Pieces from IDC’s Audience Segmentation
So that’s all very interesting, but what really counts is segmenting users by their social and technology behaviors to understand exactly what kind of messaging and marketing engages prospects. That’s the real challenge. In conjunction with the IDG Research Services Echo survey, we worked with our sister company, IDC, and its ConsumerScape360 practice and segmentation model. We discovered three audience segments among online readers: New Media Influencers, Enthusiastic Adopters and Needs-Based Buyers. Briefly, here’s how they differ and what can be learned from each category.

New Media Influencers are the highest value segment as they are natural brand champions and research products extensively before buying. They are active contributors to social/new media and are twice as likely as an average consumer to give brand or product advice to others.

Enthusiastic Adopters are key to driving sales in the early stages of a product’s lifecycle. This segment is most excited by technology and they own a lot of it. They rely on information from a variety of sources including social media, but are more likely to be following others (such as New Media Influencers) through the social web rather than actively contributing to the conversation. They respond well to marketing that is feature or function focused.

Lastly, the Needs-Based Buyers, who are the smallest segment, are more price sensitive and only buy technology when older devices no longer work. This group of prospects relies heavily on the advice of others.

Based on the Echo research and IDC’s ConsumerScape360, I have several recommendations for tech marketers, and marketers in general, since technology has become a part of so many products and services: Consider how you integrate social interactions and social content, including video, into your more traditional marketing. Think of ways to actively target and activate the New Media Influencers to become brand champions, and tailor messaging to reach those all-important Enthusiastic Adopters.

Life is certainly not easier in the digital and social worlds, but insights needed to turn prospects into customers are now clearer and can help you choose your priorities.

With buyout set, Dell needs to lay out PC strategy – Rivals HP and Lenovo could use market uncertainty to their advantage


Computerworld – Dell’s buyout deal should give the company renewed business flexibility and stealth, but its customers need to know if Dell will be in the PC market for the long haul.

“Now, Dell will be able to better compete with HP, Lenovo, IBM and Cisco,” said Patrick Moorhead, an analyst with Moor Insights & Strategy. “They can do what they want without the scrutiny of Wall Street and the SEC, and do it under the radar, making it harder for competitors to guess at Dell’s next moves and then making defensive moves to thwart them.”

However, whether Dell, the third-largest PC maker in the world, plans to continue to be a major player in the PC business is an open question. That question has customers – both enterprises and consumers – concerned.

“It’s too early to tell how much Dell wants to remain in PCs,” said Moorhead. “They could more easily reduce or exit the business as a private company… Dell customers, specifically business PC customers and channels, could be a little edgy until Dell announces it’s in the PC business for the long haul.”

Hewlett-Packard, which has been barely hanging on to its number one position in the PC market, used the news of Dell’s buyout announcement to take a jab at its competitor.

“Dell has a very tough road ahead,” HP said in a released statement. “The company faces an extended period of uncertainty and transition that will not be good for its customers. And with a significant debt load, Dell’s ability to invest in new products and services will be extremely limited. Leveraged buyouts tend to leave existing customers and innovation at the curb.”

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