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IDG.tv to Unify Global Video Content

Yahoo! Finance

IDG Communications today announced strategic enhancements that will allow IDG.tv to give marketers unprecedented video reach, distribution and targeting in 97 countries and provide even more compelling video content to its audiences.

The company is unifying all of its video content from its tech media properties on a global basis, and recently launched IDG Studios, creating core content for its channels as well as original, episodic programming on IDG.tv for both enterprise and consumer technology audiences.

According to comScore Video Metrix, IDG was the #1 tech property in video in March 2015 with 9.93 million total unique viewers, thanks to its trusted and engaging insights, analysis and reviews from premium trusted media brands including CIO, NetworkWorld, MacWorld, PCWorld and outpacing its the nearest competitor AOL Tech by over 3.5 million unique viewers.

“IDG is a global, tech video content and distribution powerhouse. Our premium owned and operated brands and the broad reach of IDG TechNetwork, is a winning combination,” said Dina Roman, General Manager, IDG.tv. “Add to that a slate of original programming that offers unique sponsorships for marketers, and a unified, scaled global distribution platform that we can curate and control, IDG continues to provide a wide variety of targeting opportunities across an affluent, tech-savvy audience.”

As part of its new unified content strategy, IDG.tv will offer a consistent video programming calendar, with seasonal consumer and technology event-based themes, across all of its properties as well as on more than 500 sites in the IDG TechNetwork. IDG Studios’ new and original episodic programming will include original content for viewers, such as Hardcore HardwareBreakout Startups and WorldTech Update, as well as custom editorial series created on behalf of some of the world’s largest technology marketers.

Kyle Kramer, a proven digital video expert, was recruited from Vox Media to serve as IDG’s VP of Video Programming. Kramer served as Head of Production at Vox Media where he oversaw studio operations and award-winning production for all Vox Media properties, including The Verge, Polygon, SB Nation, Eater, Racked, Curbed & Vox.

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‘Dirty’ Data & Email Subject Lines

IDG Connect Marketers

This week’s marketing news roundup focuses on marketers wasting time on ‘dirty’ data and which email subject lines are most effective.

‘Dirty’ Data

Data is vital for B2B marketing but it looks like marketers could be wasting their time and effort on dirty data. According to a Spear Marketing Group recent poll, 54% of US B2B marketing executives estimated that over 25% of their marketing database included old, inaccurate, unusable or duplicate leads. Furthermore the majority of respondents described the accuracy of their data as “fair,” or “bad”. This problem also often manifests itself as a barrier to marketing across multiple channels.Econsultancy has found that 42% of marketers say inaccurate contact data is the biggest barrier to multichannel marketing.

‘Dirty’ data is not only wasting marketer’s time, it also affects the bottom line. Experian Data Quality research has found that the cost of inaccurate data has a direct impact on the bottom line of 88% of companies, with the average company losing 12% of its revenue.

Even though marketers have identified this problem, it looks like they’re reluctant to use solutions to overcome it. With 46% of respondents not employing such tools to automatically enrich, append, clean or de-dupe leads before they entered the system.

Email Subject Lines

Email subject lines can determine the success of your campaign. With so many emails flooding into mailboxes, competition is getting stiffer. And no matter how good your email design is, it won’t be seen if your email subject if it’s not engaging. Return Path’s recent study analysed nine million subject lines received by more than nine million subscribers to discover which subject lines are gaining the most success.

You may have often heard that shorter subject lines increases your read rate chances however the study has found no relationship between subject line length and read rate. Subject lines with 61-70 characters had the highest read rate and almost twice the read rate of subject lines with more than 100 characters. Even though the study demonstrates a higher read rate in the study, longer character emails only comprised of just 6% and 3% of the study. While the most commonly used length was 41-50 characters, in one-quarter of emails analysed.

The research discussed that even though there isn’t a relationship between subject line length and read rate it explains marketers should not pay attention to length. Mobile devices display subject lines in different ways and the research suggests that it’s more important to place a CTA at the beginning of a subject line if the audience is primarily mobile.

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Why Digital Marketers Must Drive the Customer Journey

IDG Connect 0811 Why Digital Marketers Must Drive the Customer Journey

Handing off customers, from marketing to sales to customer service, seems a bit jolting in today’s digital world. These days, customers own the online social relationship, and they don’t want to be passed around like a hot potato. They demand one group to guide them through the customer journey.

More often than not, this group is the digital marketing team.

Death of a salesman

Already there are signs that marketers are pushing out salespeople. Forrester predicts one million B2B sales jobs will disappear in the coming years, as customers research and purchase goods online. At DEMO Traction in San Francisco last week, many startup tech companies said they don’t even employ salespeople.
On the post-sale side, a fight has broken out on social media between marketers and customer service pros over control of the customer relationship. Customers don’t want to pick up a phone and call customer support anymore. They want answers online, where marketers hold sway yet aren’t good at providing customer service.

“Initially seen as an outbound channel for marketing, social media soon also saw consumers seeking customer service, something marketing teams were ill-prepared to handle,” writes Forrester analyst Ian Jacobs in a brief entitled Take Social Customer Service Beyond Your Own Walled Garden.

See this infographic on the marketing cycle…

5 Words That Will Kill Your Blog

UnMarketing

You’ve done the hardest parts of writing a blog post: Gotten the reader to your site, evoked a strong enough emotion to make them feel they need to add to the discussion and leave a comment, and they submit it and see this:

“Your comment is awaiting moderation”

“Your comment is awaiting approval”

“You need to register first”

Congratulations, you’ve just halted the conversation on your post.

For the most part, moderation is used to stop spam from appearing not necessarily to censor comments, but you’re hurting the voice of the very people that can be your biggest evangelists.

There are many issues with this:

  1. When a commenter sees those five words and has to wait for approval, it will stop them from spreading the post until it has been approved
  2. 99% of the time the commenter doesn’t get a notification that the comment has been approved, and so never spreads the original post at all.
  3. The flow of comments is dictated by the blog owners ability to approve comments in a timely fashion.
  4. As soon as a commenter sees that their original comment is awaiting moderation, they will hesitate to comment on anyone else’s comment in the thread.
  5. The commenter doesn’t know if it’s awaiting approval for being a non-spam comment, or that the blog owner is only allowing positive comments.

If the spam issue is your main reason for moderating blog comments, there are a few quick fixes.

  1. Install the Askimet plugin. This well-known, and free for personal use tool is amazing for filtering out spam comments. I average 100+ comments per post, and have only ever had to delete one spam comment that made it past Askimet’s filter.
  2. Use a comment management system like Disqus. That’s the system I use here. It allows threaded comments, meaning I or others can reply in-line to a comment and it makes it linked as a conversation, including emailing the original commenter that someone has replied, so they can return and continue the engagement. It also emails me every time someone comments, and I can reply on my Blackberry in the email, and it will post it as a comment. Not to mention if a spam comment slips through (or a troll) I just reply to the email with “delete” and it’s gone instantly.

There are some valid reasons to moderate comments, such as very sensitive topic-based sites (especially religion, politics, parents against Justin Bieber) and also large corporate blogs that have certain topics that bring out the “special” folks of the world.

But for the most part I see moderation being done on the very blogs that need comments: the ones that don’t have many at all. Especially when you’re starting out, let the conversation flow. Create community and engagement. The comments on my posts are 10X better than my original post. Why would I want to stifle that?

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How to build audiences with single-subject news products

American Press Institute

As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic.

Topic, not demographics or habits, is now the biggest factor determining where people turn for news. Convenience also matters. These are among the most important findings from the Personal News Cycle research API has conducted along with our partners AP-NORC in our ongoing collaboration called the Media Insight Project.

Readers can now find global, dispersed communities for their passions, which creates new markets for news and media organizations to cover these narrow interests and passions in depth. By creating deep communities around topics that extend beyond geography, publishers can find new business opportunities.

There are many reasons a publisher would want to create a single-subject news site. Among them, single-subject sites can:

  • Attract a new audience and deepen the loyalty of an existing audience
  • Expand upon your existing strengths in a cost-effective way
  • Build a new, innovative product under your company’s brand, but with the flexibility of an independent sub-brand

The single-subject strategy can work well even for relatively small or local publishers. Developing a single-subject news product isn’t just for established brands with endless editorial, technical and sales resources. In this study we specifically sought examples of a wide range of news organizations — from big to small, newspapers and magazines, and examples from around the world.

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The King of Late Night… and of Content Marketing: What your B2B brand can learn from Jimmy Fallon

Dix & Eaton

As the Content Marketing World conference and expo descends upon Cleveland this week, I can’t help but think about who’s doing content marketing well. I’ll tell you who I think is doing a great job of content marketing: Jimmy Fallon. He has mastered the art of repurposing content and distributing it across multiple channels, all while keeping the ultimate goal – his audience, not himself – in mind.

So what can your B2B brand learn from Jimmy Fallon’s content marketing efforts?

Create bite-sized pieces of content

fallon facebook examples The King of Late Night… and of Content Marketing: What your B2B brand can learn from Jimmy Fallon

Fallon does an excellent job of breaking apart his hour-long show into smaller, more consumable pieces of content, then distributing them across multiple platforms. (Check out The Tonight Show’s Facebook page if you want to see some examples.) How can you apply that concept to your organization? I’d suggest starting with pieces of content you already have which may be large or overwhelming in their totality. For example, do you produce technical or white papers? Consider creating an infographic breaking down one of the concepts talked about in that paper, or having an engineer do a short video explaining it. It’s about making the content you have consumable – think in terms of many small bites rather than one huge, heavy meal.

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B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Content Marketing Institute, Marketing Profs, IDG

Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area.

Download the 2015 B2B Tech Content Marketing Report

Watch a VIDEO on paid, owned, earned content marketing trends from this research

 Screen Shot 2015 03 26 at 8.52.05 AM B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Worldwide Cloud IT Infrastructure Market Growth Expected to Accelerate to 21% in 2015, Driven by Public Cloud Datacenter Expansion

IDC

According to the International Data Corporation (IDC) Worldwide Quarterly Cloud IT Infrastructure Tracker, total cloud IT infrastructure spending (server, disk storage, and ethernet switch) will grow by 21% year over year to $32 billion in 2015, accounting for approximately 33% of all IT infrastructure spending, which will be up from about 28% in 2014.

Private cloud IT infrastructure spending will grow by 16% year over year to $12 billion, while public cloud IT infrastructure spending will grow by 25% in 2015 to $21 billion.

For the full year 2014, cloud IT infrastructure spending totaled $26.4 billion, up 18.7% year over year from $22.3 billion; private cloud spending was just under $10.0 billion, up 20.7% year over year, while public cloud spending was $16.5 billion, up 17.5% year over year.

For this second quarterly release of IDC’s Cloud IT market forecast, IDC has expanded its worldwide coverage to include detail for eight regions: Asia/Pacific (excluding Japan), Canada, Central & Eastern Europe, Japan, Latin America, Middle East & Africa, USA, and Western Europe. In 2015, Western Europe is expected to have the highest growth in cloud IT infrastructure spending at 32%, followed by Latin America (23%), Japan (22%), and the US (21%).

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