Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
Microsoft may have a lot riding on its tablet versions of the Windows 8 operating system, but one market researcher thinks the odds are against them. This is not your grandfather’s PC market, London-based Generator Research declares in new forecasts that see tablet shipments doubling from 120 million units shipped in 2012 to 250 million in 2016.
The problem for Microsoft and for hardware makers, analyst Andrew Sheehy writes, is that tablet hardware does not follow the patterns of the traditional portable markets. For two decades it has been all about hardware — making it smaller, faster, lighter but more robust in speed and storage. This simply is not the case with the tablet. “[It] requires that vendors come to market with an overall proposition that encompasses digital content, apps and supporting services,” Generator writes. This is not a strong suit of the Dells and HPs, nor arguably is it a strength of the dominant PC OS provider Microsoft.
As b2b marketers expand their use of digital content on websites and in newsletters, ad campaigns and social media channels, they are setting up labs and implementing rigorous testing processes to optimize that content.
While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.
There’s universal agreement that digital information is very important for vendors and their prospective customers. But, the amount of content is overwhelming for both groups. IDG Connect’s Bob Johnson conducted research this year to better understand how the content could be improved. Johnson spoke with IDG Strategic Marketing Services Director Howard Sholkin about content valued by users…
Even for top executives, digital content is a fact of work life.
Senior executives around the globe have embraced the Internet and smartphones, according to “Decision Dynamics 2010: Tech and Media,” a survey released last month. The survey, conducted online in October by marketing communications company Doremus and the Financial Times, also found these senior executives don’t view all media equally.
“A major theme of this year’s “Decision Dynamics’ survey has been “who do you trust?’ ” Daniel Rothman, the FT’s director of research in the Americas, said in a statement. “Media outlets created by professional journalists are preferred over user-generated content sites three to one, and so we expect that they will remain relevant and vital to decision-makers in the global business community for years to come.”
Marketers continue to focus their attention on digital content and digital marketing. In this webcast, IDC’s Rich Vancil, VP Executive Advisory Group, will discuss the recently released 2011 Tech Marketing Barometer data focusing on the dramatic changes in program spend for digital marketing in 2011. Additionally, Rich will share some examples of tech marketers who are “getting it right”. Watch this webinar now
Traditional VOD not high On list Of distribution choices
Consumers are spending about 20 hours per week accessing digital content-including video games and print content–on a cell phone, computer, or mobile device, with the majority of that TV shows, movies and other videos.
That is according to a just-released consumer research study from PwC (PricewaterhouseCoopers). The study found that across all age groups, respondents watched 12.4 hours of TV shows/videos and movies online, while only 8.9 hours of that content on network TV and basic and pay cable.
Not surprisingly, the 44 and under crowd do the majority of that digital viewing, but even the 45-59 age group was close to even, with 9 hours of traditional video watching vs. 8.3 hours of online video viewing.
The tablet device may become the DVR of digital content, and it may have just as profound an effect on print and online content as that groundbreaking time-shift tool had on TV viewing and programming. According to content sharing and saving tools maker ReadItLater, people are getting in the habit of saving content during the workday to peruse in the evenings on their iPad. Mobile devices, both tablets and smartphones, seem to have become time-shifting tools for people overwhelmed by new information during the day.
Charting 100 million articles saved across its available platforms (Web, iPhone, iPad), the company found that, not surprisingly, users of ReadItLater were encountering new content throughout the day and saving it for later reference. But for users of the company’s programs on computer, retrieving this saved information tended to occur also fairly evenly throughout the day, with surges at midday and in the evening.
With so much publishing content becoming digital content these days, Publicis Groupe’s media agency Zenith Media has taken what it believes is a logical step — merging its magazine and digital divisions.
John Nitti, senior vice president and managing director of digital, who will lead the new unit, stated: “Zenith clients now have an advantage over their competitors to sell their brand and content in unique and holistic approaches.”
He calls the reconfigured entity “a true hybrid of print and digital intelligence, delivering the best ideas and most innovative strategies to advertisers, while increasing their ROI.”