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Innovation is a Core Competency of a Successful CMO!

IDC PMS4colorversion 1 Innovation is a Core Competency of a Successful CMO!

Technology Marketing Blog

And this was clearly evident as several CMOs shared their success stories at Mass Tech Leadership Council’s recent 2013 Marketing Summit.  CMO’s and other marketing executives shared valuable insight on how to do “more with less” – the theme of the event. Sure, as marketers we’ve been using that term at least since the Internet bust ~13 years ago; however, we’ve come a long way since then. Not only has marketing slimmed down from a staff perspective, but more importantly, we’ve developed a laser focus on being more relevant to our buyers and internal customers. In addition, we’ve developed a healthy obsession with metrics to demonstrate our value to the organization and better manage our precious budget. But even with this greater maturity, the worst thing we can do at this stage is lessen our drive for innovation.  Here are just a few of the key insights from this summit to help you and your marketing team keep innovation at the forefront of your marketing strategy and tactics:
  • Content is King:  Be a source of value for your buyers, even if your content strays from your product offering

Continue reading… 

 

Mobile Still an Untapped Opportunity for B-to-B Media

 

Folio

Industry Dive CEO Sean Griffey on what publishers should focus on.

We’re all aware of the rapid ascent of mobile use—particularly for accessing content. Yet, many publishers in b-to-b media have yet to build out a strategy that fully embraces the platform as both a dedicated asset and revenue generator.

This is precisely why Sean Griffey [pictured], along with Ryan Willumson and Eli Dickinson, startedIndustry Dive, a mobile content producer and tech platform. The company has been making aggressive moves to build out mobile-first content verticals and has also begun licensing its technology to help other b-to-b publishers build their own products.

Griffey, who will be a speaker at FOLIO: and min’s MediaMashup summit on April 16 at the Grand Hyatt in New York, shares some of his insights on mobile publishing and what you’re missing if you don’t yet have a strategy in place.

FOLIO: What’s your general impression of how far along b-to-b media is with its mobile initiatives?

Sean Griffey: It’s wildly varied. Some folks have embraced mobile while others haven’t seriously looked at it.

Overall, the response to mobile is eerily similar to how b-to-b responded to the internet in general. When users first started moving online in the 90s, b-to-b media companies had two main responses. They either ignored online because they didn’t see money in it or they immediately tried to replicate their print magazines.

Read more… 

Connecting the Dots Between Content and Sales

IDGE Connecting the Dots Between Content and Sales

Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.

This whitepaper will provide you with:

  • A better understanding of the role content consumption plays in the purchase process for major technology products and services.
  • Important insights on creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
  • Tips on delivering the right content—in context—to make your brand message stand out in an increasingly crowded landscape.

Download the white paper now

Findable Content Marketing: 3 Google Keyword Tool Tips

Content Marketing Inst.

I love diversity of the arts. It makes the world a beautiful place. It brings us Beethoven and Yiruma, Carravagio andBanksy. But remember there was a time when each of these fellows was unknown and unheard of, until someone discovered, consumed, and shared their work.

The lesson here for businesses is that, whatever content you create, people should know it exists. Even the most epic content is worthless unless someone finds it, enjoys it, and passes it along to his friends and peers. That’s what great content is all about.

Google’s Keyword Tool helps your content get found. It allows you to identify good opportunity keywords (or phrases) that are popular and easy to leverage. When these words are added to your content (in the headline, copy, or both) people can easily find your work online. So before you write your next article, find out exactly what keywords customers are searching for online and incorporate them in your content.

Here are some tips for using Google’s Keyword Tool:

1. Research, filter, and act

Think of a word or general phrase that you want your business to be known for or associated with — for example, pain management. Here’s what that would look like in the Google Keyword Tool if your match type were broad (estimated):

Continue reading… 

2013: Content Gets a Ride as King

MediaShift

Once again, ’tis the season for look-aheads. In that spirit, here are my digital media predictions for 2013.

(QUALITY) CONTENT WILL BE KING

“Experts” once told us that quality had been killed by the need for efficiency and scaling, and that editorial operations would thrive on user- or even machine-generated-content. Now, I see the pendulum swinging back, with media and even tech companies hiring more journalists or “content creators,” and having them create original material to attract people to their websites, apps and mobile pages.

BuzzFeed, which cut its teeth on quick-hit viral images, has been producing serious political journalism. Gawker has moved into longer-form analytical writing. Tumblr, Facebook, Flipboard and other aggregators have been hiring experienced editorial managers who know how to create and present stories.

On the marketing side, media companies like Forbes, The Atlantic’s Quartz, as well as Gawker and BuzzFeed, have been offering advertorial content to sponsors placed within the editorial stream.

Those sponsors, often major consumer-facing companies like Best Buy, Remington, Starbucks or Walmart, are employing “content strategists” to help create winning arrays of words, images and video, wrapped with social media, to attract traffic, start conversations, and impart a glow to the brand. It’s almost a step back to the past, when sponsors like Texaco had singing servicemen to kick off Milton Berle and other hit TV shows, and the sponsor message was also part of the entertainment or information.

Continue reading…

Original Video Content Impacts Technology Purchasing (REPORT ANALYSIS)

ReelSEO

A recent consumer survey by IDGTechNetwork showed that video plays a vital role in the purchasing decisions of today’s electronics and technology consumers. But it’s not just standard video advertising that we are talking about. They look for a variety of content that will help them make a better informed decision and then tend to act on the information that they’ve found. Here’s a quick breakdown of the survey results.

Before I talk about the results I wanted to give you a run down of how the data was collected. It was an online survey aimed at ‘better understanding the demographic profile of the IDGTechNetwork audience.‘ The research was done via online invitations to complete the survey by ‘editorial stakeholders of sites within the IDGTechNetwork.‘ The responses were collected from April 30th to August 24th of this year.

With an audience of 130 million unique visitors and 2,354 respondents we get a margin of error right around 2%. Of course, that’s about half of the US online audience. It’s hard to say what percentage of the online video viewing audience in the US it is though as we don’t know if all 130 million of them watch video online monthly. I haven’t seen IDG on any comScore or Nielsen report as either a publisher (10th place in May was 11.4M video viewers for Nielsen, comScore is much higher) or an online video ad network.

Continue reading… 

Mobile to overtake TV to become first screen

BizReport

YouTube’s Global Head of Content, Robert Kyncl, announced at the recent Abu Dhabi Media Summit that smartphones and tablets won’t be ‘second screens’ for much longer. He is confident that watching video content on mobile devices will soon surpass television. Based on previous mobile traffic figures he could be right. A quarter of total video traffic on YouTube today comes from mobile, up from just 6% eighteen months ago.

Continue reading… 

Research Report on Customer Engagement

IDG Enterprise 

The 2012 IDG Enterprise Customer Engagement survey was completed with the goal of gaining a better understanding of the role content consumption plays in the purchase process for major technology products and services.

Key findings include:

  • Specific types of content are used strategically throughout the IT purchase process.
  • IT decision-makers (ITDM) download an average of nine informational assets throughout the purchase process.

For the complete list of findings, click here

Referrals to Facebook Spike 1000% After Twitter Cuts Off LinkedIn [CHART]

Mashable

After severing ties with LinkedIn, Twitter inadvertently helped opponent Facebook snag 1000% more page referrals from the professional social network. PageLever, an analytics tool for Facebook pages, points to Twitter’s June 29 decision to stop syncing updates with LinkedIn as an explanation for the spike. “The spike happened because without Twitter, there is now a significantly lower volume of content in the LinkedIn News Feed, and therefore less competition for clicks and attention,” Brendan Irvine-Broque, PageLever’s director of growth, tellsMashable in an email. “So any non-Twitter content (including links to Facebook Pages and Page Posts) is performing much better than before.”

Read more…