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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… 

Customer Experience Tops Asia/Pacific CMOs’ Investment Agenda

IDC PMS4colorversion 1 Customer Experience Tops Asia/Pacific CMOs Investment Agenda

Singapore and Hong Kong, February 16, 2015 – International Data Corporation (IDC) announces today that this year customer experience will become the number one customer-related priority for organizations in Asia Pacific (excluding Japan) or APEJ. However, the CMO and CIO will need to partner and align their goals to guarantee success.

“Today, being first to market, having the lowest price, or being the best does not necessarily help. Businesses need to be agile and give customers what they want 24/7. Customers may buy your products or services, but what keeps them coming back is the experience,” says Daniel-Zoe Jimenez, Senior Program Manager, Big Data, Analytics, Enterprise Applications & Social Lead IDC Asia/Pacific.

He advises marketers to become savvier about the business, data, and customers to address the “empowered buyer” needs. CMOs are expected to lead the enterprise transformation around customer experience. In fact, IDC Asia/Pacific CMO Barometer shows that 31% of CMO roles are expanding to include customer experience and support.

Jimenez notes, “The CMO role is evolving to incorporate new responsibilities. In other regions, we have seen organizations completely replacing this role with a Customer Experience Head.”

There is no denying there has been a lot of hype around customer experience and many organizations still struggle with the concept, since there are many moving pieces and intangibles. However, customer experience is far from being just today’s buzzword; it is a top priority for CMOs in 2015.

“If you are not already thinking about this then you are not listening to your customers. The idea of delivering greater experiences is not new; but what is different now is that organizations are increasingly focused on ensuring these initiatives are tracked and are using metrics that are closely aligned to the business,” says Jimenez.

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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… 

 

How To Hire A Data Scientist

ReadWrite

We’re getting Big Data all wrong, and it’s holding us back. By making a fetish of the volume of data we’re collecting, we’ve completely overlooked the most important aspect of our data: analyzing it.

Such analysis is often assumed to be the province of data scientists, those magical unicorns that take one look at a company’s data and declare, “Buy low, sell high!”

Because data scientists can be the difference between success and failure in a company’s use of its data, finding the right kind is critical. It turns out that discovering the right data scientist is similar to analyzing one’s data: you need to make sure you’re hiring the right kind, and that you ask them the right questions.

Continue Reading…

Marketers: Storytellers or Scientists?

According to this 2014 Tech Marketing Priorities study by IDG Research, a successful marketer needs to be the proper balance of storyteller and data scientist.  This is a challenge media companies can assist with on several fronts through the design of custom marketing programs to fuel the “storytelling” … to help with the “science” of designing and managing data-driven marketing strategies.

Software Marketers Blaze Trails in Data-Driven Marketing

IDG Connect 0811 Software Marketers Blaze Trails in Data Driven Marketing

Technology is changing marketing in a hurry, and some CMOs have acknowledged that the unrelenting pace of the transformation intimidates them.

In a survey conducted by Forrester Research and Erickson Research, 85% of 117 CMOs surveyed said their responsibilities had changed significantly in the past few years. Amazingly, 97% of respondents only expected the pace of change to accelerate. The change is coming so fast and so furious, in fact, that 34% of the CMOs in this survey described the changes as “overwhelming.”

There’s one group of CMOs, however, that seems undaunted by the pace of change, and that’s software marketing executives. Because of their comfort with the world of technology, software and tech marketers, in fact, are far ahead in embracing marketing technology and the data-driven, customer focus this technology enables.

A study we conducted last year at my company, Bizo, before it was acquired by LinkedIn, provided some insight into just how far software marketers are ahead of their peers. Software companies have long been pioneers in B2B digital marketing. They were among the first to build websites back in the early days of the World Wide Web in the mid-1990s. They blazed trails with display advertising and were among the first to see the value in search advertising, content marketing, and social media. Even when they made missteps, such as jumping on the MySpace bandwagon, the experience of these early adopters allowed them to quickly grasp the significance of other social media launches, such as LinkedIn, Facebook, or Twitter.

The Bizo special report, “The Data-Driven Marketer,” indicated software marketers are also leading the way in adopting data-driven marketing practices. In The Data-Driven Marketer survey, Bizo queried more than 850 marketers. The responses showed that the subset of software marketers is far ahead of all respondents in virtually every aspect of data-driven marketing.

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5 big data technology predictions for 2015

CITEworld

Big data technologies have evolved at a torrid pace that shows every sign of continuing in 2015. MapR CEO and co-founder John Schroeder predicts five major developments will dominate big data technology in the new year.

n just a few short years, big data technologies have gone from the realm of hype to one of the core disruptors of the new digital age. 2014 saw big data initiatives inside the enterprise increasingly move from test to production. In 2015, big data will push further into the enterprise with even more use cases — specifically real-time use cases — says John Schroeder, CEO and co-founder of Hadoopdistribution specialist MapR.

“This is the year that organizations move big data deployments beyond initial batch implementations and into real time,” Schroeder says. “This will be driven by the realization of the huge strides that existing industry leaders and soon-to-be new leaders have already made by incorporating new big data platforms into their analytics with “in-flight” data to impact business as it happens.” Schroeder says five major developments will dominate 2015.

1. Data Agility Emerges as a Top Focus

Data agility has been one of the big drivers behind the development of big data technologies, as the processes around legacy databases and data warehouses have proven too slow and inflexible for many business needs. In 2015, Schroeder says data agility will become even more central as organization shift their focus from simply capturing and managing data to actively using it.

“Legacy databases and date warehouses are so expensive that DBA resources are required to flatten summarize and fully structure the data,” he says. “Upfront DBA costs delay access to new data sources and the rigid structure is very difficult to alter over time. The net result is that legacy databases are not agile enough to meet the needs of most organizations today.”

“Initial big data projects focused on the storage of target data sources,” he adds. “Rather than focus on how much data is being managed, organizations will move their focus to measuring data agility. How does the ability to process and analyze data impact operations? How quickly can they adjust and respond to changes in customer preferences, market conditions, competitive actions and the status of operations? These questions will direct the investment and scope of big data projects in 2015.”

2. Organizations Move from Data Lakes to Processing Data Platforms

data lakes 100537348 large.idge 5 big data technology predictions for 2015Thinkstock

In some ways, 2014 was the year of the data lake (or data hub), an object-based storage repository that stores raw data in its native format — whether structured, unstructured or semi-structured — until it’s ready for use. Data lakes have a strong value proposition in that they represent a scalable infrastructure that’s economically attractive (with a reduced per-terabyte cost) and extremely agile.

Schroeder says that the data lake will continue to evolve in 2015 with the capability to bring multiple compute and execution engines to the data lake to process the data in-place. That’s not only more efficient, it creates a single point of governance and a single point of security.

Continue reading… 

 

Infographic: Top Challenges & Attributes for Tech Marketers

ResearchLogoBLACK no 2nd IDG Infographic: Top Challenges & Attributes for Tech Marketers

IDG’s Tech Marketing Priorities Survey was conducted from 200+ senior marketing leaders around the globe to provide better insight into the state of marketing among technology marketers. This infographic focuses on the top challenges facing tech marketers and how media companies can better serve their needs.

For more infographics and marketing resources, click here

3 challenges marketers face FINAL Infographic: Top Challenges & Attributes for Tech Marketers

IDG TechNetwork Expands Programmatic Media Buying Into China

MediaPost

The IDG TechNetwork has expanded its global online advertising network into China, following its parent company International Data Group (IDG), which has supported the market for 34 years.

The launch of IDG TechNetwork China, announced Monday, means that IDG now supports data-driven marketing and premium programmatic buying to more than 60 Chinese language magazines, newspapers and Web sites.

Peter Longo, CEO of U.S. Media for IDG Communications, believes the move makes the company the first global technology-focused ad network to enter the Chinese market. The network supports more than 570 publisher sites and reaches more than 130 million tech enthusiasts, enterprise tech buyers and gamers.

Based in Beijing, IDG TechNetwork China is a fully owned business unit of IDG China led by CEO William Xu.

For brands, the move means an easier transition into China to reach the local market and better access to premium inventory they can purchase and optimize through one media group, the IDG TechNetwork China.

Marketers will have access to auctions and private marketplaces, data management platform and demand side platform services, along with increased targeting capabilities and multiple ways of acquiring inventory through direct placements and exchange based trading, per Longo.

“They will be able to buy with confidence against premium inventory from IDG, a media company that has been doing business in China for over 30 years,” he said.

All owned-and-operated Web sites in China become part of the IDG TechNetwork China along with selected premium partners that we have chosen to work with us. This provides increased scale to offer their advertising partners, as well as the ability to do business with new partners, such as DSPs and agency trading desks.

The company will now collect first-party data for its network of Web sites, allowing for better performance and return on investments for advertisers.

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Top Tips: Creating Effective Personalised Marketing Campaigns

IDG Connect 0811 Top Tips: Creating Effective Personalised Marketing Campaigns

04 12 2014 creating effective personalised marketing campaigns Top Tips: Creating Effective Personalised Marketing Campaigns


Julie Hesselgrove is group president, Communication and Marketing Services at
Xerox. Julie has over 30 years’ experience and in that time has seen industries evolve and adapt to meet changing customer demands. Today, she believes that the biggest challenge facing organisations across Europe is their communications infrastructure. Julie’s passion for innovation and improvement is put to good use in her current role – leading and developing a team with considerable market experience – to deliver solutions that will help our clients overcome their biggest marketing challenges. 

Julie shares her top tips on creating effective personalised marketing campaigns.

 

As consumers we are bombarded with marketing messages every waking hour. Our commutes, our choice of shop, the TV we watch, the devices we use; everything is a marketing channel.

As a result we are increasingly adept at ‘tuning out’ marketing noise. It’s an act of self-preservation. Which means capturing our attention and cutting through the noise relies almost entirely on being engaging and personally relevant.

On the whole, consumers are spending more in the UK. Which means that the opportunity for returns from personalised marketing is real. Creating satisfied customers equates to improved conversion, increased retention and higher customer spend. In other words, a win-win.

To create a truly personalised campaign, as ever, the devil is in the detail. But the good news is that personalisation is now more achievable to marketers than ever, thanks to new abilities to track, measure and respond to consumer interactions in real time, while deploying data analytics to get a real understanding of traction. Here are five steps towards giving your communications that personal touch.

1.       Live in the now
In the age of the ‘always on’ customer, the expectation is that every web page, mobile or tablet interaction, and piece of printed communication will acknowledge the customer’s real-time preferences. As a consequence, the focus is on real time interaction management – creating content in ’the now’ that responds to the customer’s current actions – not just historic preferences.

Using data analytics will help you move from being descriptive (based on past transactions) to being contextualised and predictive (based on what’s happening now). But also consider creating pre-written content to push out when your customer’s circumstances change to build a more intuitive personalisation that responds to the customer as if in a conversation.

2.       Think digital
One of the biggest challenges for many businesses is embracing the digital business model and changing cultural norms within the organisation. We still see companies that are too comfortable with monolithic, legacy systems that are difficult to update. Moving to more agile, customer-centric platforms creates an ecosystem where the business does not have to own all parts of the system.

3.       Outsource the process
More and more large organisations are turning to third-party experts to handle the huge amounts of data that they now need to act upon. Through outsourcing they are able to make short-term gains by reducing costs, replacing platforms and helping a business unit solve problems. For the customer this translates to a more seamless and agile communications experience.

Continue reading…