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01/06/2015 - 01/09/2015 Las Vegas Nevada

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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… 

 

7 Key Marketing Trends for 2015 and Tactics for Succeeding in the New Year

Silverpop

As we enter the second half of the 2010s, the buyer journey continues to evolve. More than ever before, customers and prospects are shopping online and engaging with businesses through mobile and social media.

Email is still the preferred method for receiving content from companies, but people expect this content to be engaging and personalized — nearly 60 percent say they won’t even open an email if they think it’s irrelevant to them. In this landscape, enhancing the customer experience at every touch point has rarely been more important. To that end, “digital pacesetter” CMOs surveyed in 2014 cite enhancing customer loyalty and encouraging satisfied customers to advocate their brands as their current top priorities.

Likewise, more than 60 percent of CIOs plan to focus more heavily on improving the customer experience and getting closer to customers in the year ahead. Many of today’s leading digital marketers are using behavioral marketing automation to help them enhance the customer experience, building rulesbased programs and scoring models that reflect the actions customers and prospects take. And they’re using automation and strategically created content to deliver the right message at the exact time contacts need it
based on their behaviors.

The core tenets of behavioral marketing will continue to serve marketers well in 2015, and as marketing technologies have grown in sophistication and buying patterns have continued to evolve, exciting new opportunities have arisen for marketers to engage with their customers. Here’s a look at seven key trends that will help define digital marketing in 2015, plus some quick-hit tactics to help you start thinking about how you
might address these areas.

Download the guide now… 

5 B2B lead nurturing mistakes and how to fix them

Bizo

In the business-to-business (B2B) marketing landscape, sales don’t come easily. Before customers sign on, your marketing and sales teams must collaborate to build brand awareness and trust, demonstrate value, and help prospects make an informed decision.

That’s a challenge — especially in the digital age, when prospects have instant access to huge amounts of conflicting information and reviews from multiple sources. Today’s prospects are often reluctant to reach out to your sales team until they’ve completed a significant amount of independent research.

To maximize potential sales opportunities, your marketing team needs to master the lead nurturing process. Here are five common mistakes that many B2B companies make during the lead nurturing process—and practical tips for how to avoid them.

MISTAKE #1

WAITING FOR YOUR TARGET PROSPECT TO REACH OUT TO YOU
If you wait for customers to find you, you could be waiting forever. A recent
Forrester survey found that prospects are now as much as 90% of the way
through their buying journey before they ever reach out to a sales rep—so if
you’re not making an active effort to generate and nurture leads, you’ll likely see
them slip away to your competitors.

THE BIG FIX: Engage prospects earlier in their journey. To fill your marketing
funnel with new qualified leads, you’ll need to focus on generating awareness
among a wide pool of targets. To that end, invest in broadly targeted display
advertising campaigns, which are paired with thought leadership content offers
designed to appeal to each segment group you’re targeting. As viewers fill out
forms for white papers, webinars, or free trials, you’ll be able to nurture these
new leads through your marketing funnel.

Download the lead nurturing marketing guide now…

Marketing News Roundup: Facebook News Feed, Personalisation & Email Still the Most Effective Tactic

IDG Connect 0811 Marketing News Roundup: Facebook News Feed, Personalisation & Email Still the Most Effective Tactic

These are my top pick of marketing stories from the last week. I will be focusing Facebook’s update to its news feed, what data marketers use for personalisation and email marketing still the most effective digital marketing tactic.

Update to Facebook News Feed

Facebook has announced that it will be making changes to its news feed so users will see less promotional content. Mentioned in a recent blog post, the company is responding to a survey it held of users. The findings found that Facebook users view the news feed too promotional with a lack of context. And with Facebook’s declining popularity it’s important for the company to listen to its users.

But what does this mean for business page advertising? By eliminating the advertising from its news feed, advertisements will just appear on right column of any page on the site and in the right column on the sites search results. In its blog, Facebook says that Pages will still be important as ever. It also plans to increase its investment in Pages by building new features such as messaging, customised industry pages and video and photo content.

Marketers Use Personal Data for Personalisation

Personalisation is becoming a popular topic amongst marketers. As vast amounts of content is being continuously produced, marketers have begun to see the need to personalise. Over five in 10 marketers agree that the ability to personalise content is a fundamental to their online strategy according to Econsultancy’s recent report.

The report found that 65% of marketers are using personal data such as name, gender and location to personalise their web experiences. Which isn’t surprising as this is the most common personalisation seen across web content. Other forms of personalisation marketers are beginning to adopt is user preferences (45%) and purchase history (38%).

The report also discovered which personalisation has the most impact on ROI. This showed that while personal data is the most commonly used personalisation, 70% of respondents find purchase history has had the biggest impact on ROI.

This demonstrates that while marketers are using the common types of personalised content this always doesn’t mean it’s the best. It could be considered that consumers expect basic personalisation from their web experiences but its marketing’s job to enhance the experience by offering additional personalisation.

Check out our recent top tips blog post to help create an effective personalised marketing campaign.

Email is Still the Most Effective Type of Digital Marketing

While there has been many digital marketing tactics added to marketing’s tool belt, email is still seen as the most effective digital marketing type. In fact, 54% of marketers see its effectiveness in Ascend2 recent digital marketing strategy report

Continue reading…

2014 B2B Content Marketing Report

 2014 B2B Content Marketing Report

IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.

Key findings include:

  • Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
  • Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
  • The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
  • Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
  • LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)

This new Content Marketing Report is based on over 600 survey responses from marketing professionals.

View the slides now… 

Top 10 tech stories of 2014

ITWorld

Backlash! Disrupting the disruptors

Blowing up entrenched business models and picking up the profits that spill onto the floor is a time-honored tradition in tech, these days known by the cliche of the moment, “disruption.” This year everyone was trying to push back against those upstarts, whether by buying them like Facebook did, reorganizing to compete with them like HP and Microsoft have done, or just plain going out against them guns blazing, as it seemed that every city and taxi company did with Uber.

European courts fought the disruptive effect Google search has had on our very sense of the historical record. But meanwhile, legions of net neutrality supporters in the US spoke up to save the Internet’s core value of disruption against the oligopoly of a handful of communications carriers.

Here are our picks for the top stories of a very, well, disruptive year….

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… 

What is Content Marketing? IDC’s Definition of Content Marketing

IDC PMS4colorversion 1 What is Content Marketing? IDCs Definition of Content Marketing

By, Sam Melnick

If you looked away for a split second you may have missed the rise of Content Marketing from “buzz word” to “must have”. In fact, at the beginning of 2014 CMOs at the largest technology companies reported that “Building out content marketing as an organizational competency” was the 2nd most important initiative, only behind measuring ROI. Since then, they have responded by putting more budget, staff, and energy into the area, yet there is still confusion around the topic. What exactly is Content Marketing? Is it a type of marketing asset? Is it a process or a technique? Or something else?


IDC’s CMO Advisory Service, has seen this issue first hand and to help remedy the situation the group has  published a document, What Is Content Marketing? IDC Defines One of Marketing’s Most Critical New Competencies. Included within is a formal definition for Content Marketing.

IDC’s Definition of Content Marketing

Content marketing is any marketing technique whereby media and published information (content) are used to influence buyer behavior and stimulate action leading to commercial relationships. Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a “pitch.”

What is Included Within Content Marketing?

A definition is a great start, but the question that follows is, “What is, and is not Content Marketing?” To help marketers become more grounded in this definition of content marketing the CMO Advisory Service has also published a guide for “Types of Marketing Assets.” In the graphic below you can see the break out of marketing assets into three categories:

  • Content Marketing Assets
  • Product Marketing Assets
  • Corporate Marketing Assets

Each is important to the company and within the marketing mix, but only content marketing is new in purpose and new in form. Also, key to remember is Content Marketing Assets are not replacements for Product Marketing Assets or Corporate Marketing Assets.

Types%2Bof%2BMarketing%2BAssets What is Content Marketing? IDCs Definition of Content Marketing

 

Meet the Virtual Sales Rep

IDC PMS4colorversion 1 Meet the Virtual Sales Rep

By, Kathleen Schaub

Air%2BTraffic%2BControl Meet the Virtual Sales Rep

Robert sits in an office near Provo, Utah at what looks like the console of an air traffic controller. But instead of directing jets through the airspace, he’s using Twitter to guide a software company’s buyer through her decision-journey. Part marketer, part sales, part tech service, Robert is one of an emerging breed of “virtual” sales reps. Could this be the dream team that B2B has been waiting for?

The B2B “Genius Bar”® as a Role Model

The “virtual” sales rep role in its ideal form provides the personalized, anticipatory, service of a five-star hotel. Think of it as the B2B version of an Apple Genius Bar – using virtual tools. The Apple executive team modeled the Genius Bar after Ritz-Carlton’s customer service. Hallmarks of this exemplary concierge service include a personal touch; a warm, friendly, attitude; and attention to satisfying customer needs at every step. Sales expert Anneke Seley says the “virtual” sales rep culture is a far-cry from the historical “me and my quota” rep.

Sales teams are finally coming to grips with digital age facts. The culture shift recognizes that engagement must be sensitive to the appropriate stage of the buyer’s decision-journey. “Buyers aren’t ready to buy until they are ready to buy”. Marketers all know by now that buyers prefer self-sufficiency and they avoid talking to sales people until the decision-journey is substantially complete.  IDC research shows that for tech products averages this distance averages about 50%. Now sales is also starting to appreciate that buyers are alienated when by placed prematurely into the arena. At the same time sales leaders don’t want to waste an expensive sales resource on someone who isn’t ready to buy.

Digital May Not be Enough

Content marketing is what companies must do to fill the gap when buyers won’t talk to traditional sales people.  Content marketing is a hugely important communication strategy and companies will not be successful without mastering it.

Yet, for B2B companies, a completely digital engagement solution may not ever be the right answer. For one thing, content marketing capabilities in most companies is still ramping. Even when content marketing becomes excellent, digital may never be personal enough. Some B2B solutions are so complex, customized, or require so much trust that a human must intervene for the buyer to be truly served.  It may also be in the vendor’s best interest to involve a good sales person early. One tech CMO told me that although the company could offer eCommerce, a human touch tripled the size of the deal.

Continue reading… 

7 ways to use social media to attract holiday shoppers

CITEworld

Marketing and social media experts share their tips on how to use social media to get people talking about – and buying – your products this holiday season.

How can social media help businesses drive traffic to their ecommerce or bricks-and-mortar sites this holiday season? CIO.com posed that question to dozens of marketers and social media experts. Following are their top seven strategies for how to use Facebook, Twitter, Pinterest, Instagram and YouTube to engage customers and get them – and their friends – to check out (and hopefully buy) your holiday offerings.

1. Use a festive cover photo on your Facebook page (Twitter, too). “One of the best pieces of real estate to leverage [this holiday season] is your Facebook cover photo,” says Melissa Ward, managing partner, NewWard Development, which provides social media and Internet marketing and website design help. “Change your Facebook cover photo to [something that you are promoting this holiday season] and be sure to include a link to the URL in the description.”

When choosing a holiday cover image, “consider seasonal photos that will connect emotionally with your audience, highlighting both your brand and message,” says Jay Hawkinson, senior vice president, Emerging Products, SIM Partners, which provides digital marketing solutions. Just remember to “be subtle and discerning with holiday colors and themes, and avoid being garish.”
2. Create holiday-related boards on Pinterest. “Create gift idea boards on Pinterest with gifts from all around the Web and a few of your own products thrown into the mix,” say Michelle Friedman, director of Marketing, Medical Scrubs Collection. “Add Pin It buttons to product pages on your site and feature ‘most pinned items’ on your home page.” And “make sure that your Pinterest pins feature well photographed, [attractive] images” that will appeal to holiday shoppers.

3. Create a fun holiday YouTube video and include a hidden offer code. “Create a fun [holiday] video with a hidden offer code,” for, say, 10 or 20 percent off a purchase, or free shipping or a free gift, suggests Juan Velasquez, marketing specialist, DoItWiser, a provider of toner cartridges and green office supplies. Just be sure to “let people know there is a discount code hidden somewhere in the video to encourage active viewing and sharing” – and include a link to a dedicated landing page in the description.

4. Use holiday-related hashtags on Twitter and Instagram. On both Twitter and Instagram, “be sure to research and use appropriate holiday hashtags, e.g., #HoHoHo and #Christmas2014, with your posts,” says Michelle Garrett, owner, Garrett Public Relations. “Experiment to see what works best. And include a dedicated URL to track those who click through.”

Other popular holiday Twitter and Instagram hashtags include #holidayshopping, #christmasgifts, #stockingstuffer and #wishlist.

5. Blog or post about holiday-related topics of interest to your audience. “Write blog posts that tie into the holidays,” suggests Garrett.

For example, you could “provide advice on what to wear and/or bring to family parties or corporate events or [provide suggestions on] gift giving,” says Adam Forrest, senior director, Americas Marketing, Demandware, a scalable commerce platform for enterprise retail.

Continue reading…