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CMO vs. CIO? The future of marketing + IT

Central Desktop

Just a few years ago, asking the question whether the CIO and CMO roles were merging would have been madness. They couldn’t have been further apart. The CMO was a key part of a company’s leadership team, driving performance and changing the course of the organization, while in most cases the CIO didn’t even have a seat at the table.

That’s no longer the case – or, at least, that’s what we’ve been led to believe. If you believe Gartner’s January 2012 report entitled “By 2017 the CMO will Spend More on IT Than the CIO” and IBM’s annual CIO surveys, it would seem these two roles are on a collision course. Is it true?

The role of the CMO is changing. Not necessarily because CMOs want to change, but because market conditions are forcing them to adapt. Today’s marketing is increasingly digital in nature – AdWeek anticipates digital will make up “between 25 percent and 49 percent of…overall media mix” in 2013 – and with the adoption of digital marketing come a new set of skills and priorities. Digital marketing is driven by data, made relevant through personalization, creates communities through social media, and evolves through analytics.

As a result, traditional marketers are being replaced by “Marketing Technologists“ – a hybrid-breed that is part marketer and part IT guru – indeed, IDC predicts that: “Starting in 2013, after the CMO realizes that he/she does not have the skill sets in place for data analytics proficiency, 50% of new marketing hires will have technical backgrounds.” Whether this is accurate remains to be seen, but there’s no doubt that a major shift in the make-up of marketing departments is taking place.

Continue reading… 

IDG Communications’ Marketing Clients Earn Marketing Recognition

Market Wire

Five Awards Programs Cited Tech Companies for Their Digital Marketing Excellence

FRAMINGHAM, MA– Avaya, Dell, HP, and Research in Motion (RIM) have been singled out for superior digital marketing and information programs created with IDG Communications. The honors include a year-long multimedia content and social marketing program for the HP Enterprise CIO Forum, The New Fulcrum Point site sponsored by Dell, and The Avaya Thought Leadership Forum.

Web Marketing Association Honors The Web Marketing Association awarded Dell its B2B Standard of Excellence for the New Fulcrum Point produced through the collaboration of Dell, MediaCom, and IDG last year. The New Fulcrum Point tackled the challenge of information overload by putting the right content at the right time in the hands of IT decision-makers to give them “the power to do more.” IT decision-makers accessed a unique content navigation system that filtered and customized a wide range of technology content. Information produced by bloggers, IDG, Dell, and research/analyst firms could be customized based on a visitor’s company size, technology and business solutions of interest, and their vertical industry.

Social media interaction included a “Video Power Hour” built around questions from readers submitted via Twitter to a panel of experts, weekly Twitter chats, and social commentary related to a high-profile event for Dell at South by Southwest (SXSW) in Austin, TX in 2012.

Interactive Media Awards The Interactive Media Awards (IMA) also recognized The New Fulcrum Point with two awards in 2012: Outstanding Achievement B2B and Outstanding Achievement in Social Networking.

In late 2011, IMA recognized Avaya/IDG Thought Leadership Forum for Outstanding Achievement in the Computer Hardware category. The Avaya Thought Leadership Forum site focused on brand awareness and thought leadership. The campaign objectives were to increase brand awareness, perception, and purchase consideration by IT buyers. Avaya is a global leader in enterprise communications systems, software, and services covering unified communications, contact center, networking, and small business.

A key element of the Avaya campaign was the CIO Debate series featured in the Forum web site. IDG’s CIO Executive Council recruited IT executives and produced videos each month that related to Avaya strategy and industry issues. The Forum program was built around four components: timely buyer research, a multimedia content experience, IT executive participation, and extended engagement across the social web.

The Avaya Thought Leadership Forum also earned an Honoree designation by judges for the prestigious Webby Awards. It was recognized in the IT Hardware/Software category. And, the Media Industry Newsletter (Min) gave the Forum honorable mention in Custom Publishing in Min’s Integrated Marketing Awards program.

Wharton Honor for HP Last fall in the first Social Media Leadership Awards program at the Wharton School at the University of Pennsylvania, the HP CIO Enterprise Forum was a finalist in the Advertising/Marketing category. The Forum is designed to raise the awareness of HP as a provider of IT enterprise solutions and services and as an industry thought leader. The program includes web sites in the US, UK, Germany, China, and Japan which provide a forum for “CIOs Driving Transformation.” The sites were designed for IT executives to help them read about, discuss, and implement ways to succeed in business and government.

This peer-based Forum has now attracted more than 23,000 members who represent more than 70% of HP’s major customers worldwide.

RIM Recognized The Enterprise Mobile Hub (EMH) sponsored by RIM has been cited as a top 10 source for enterprise mobility news and information by the Mobile Device Management Solution Review. EMH joined established media sites such as Computerworld and CITEworld as top sources for mobile content. The EMH encourages IT pros and business leaders to discuss mobility issues, exchange ideas and collaborate with peers, experts, and market leaders.

IDG Marketing Services and the Social Web The campaigns are built around IDG’s core expertise in content marketing and services including creation, platform and prospect engagement optimization, and amplification of a marketer’s messages on the social web. “IDG has been at the forefront of marketing services built around paid, owned, and earned media tactics in a cohesive way to accelerate the impact for our technology clients,” said Charles Lee, senior vice president, Strategic Marketing Services & Custom Solutions, IDG Enterprise. “Our programs stimulate brand awareness, develop thought leadership credentials, and drive interactions with prospects across the web and social channels to unify marketers’ messages regardless of the media.”

About International Data Group International Data Group (IDG) is the world’s leading technology media, events and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach an audience of more than 280 million technology buyers in 97 countries.

IDG Communications’ global media brands include ChannelWorld(R), CIO(R), CSO(R), Computerworld(R), GamePro(R), InfoWorld(R), Macworld(R), Network World(R), PCWorld(R), TechHive, and TechWorld(R). IDG’s media network features 460 websites, 200 mobile sites and apps and 200 print titles spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 500 independent websites in an ad network and exchange complementary to IDG’s media brands.

With expertise in branding, lead generation, and social media marketing, IDG marketing services programs are strategically designed and implemented to influence technology vendor prospects worldwide.

A recognized leader in conference and exhibition management, IDG produces more than 700 globally branded technology and entertainment conferences and events in 55 countries.

International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional, and local expertise on technology and industry opportunities and trends in more than 110 countries.

Additional information about IDG, a privately held company, is available at http://www.idg.com

Trademarks and registered trademarks are owned by International Data Group, Inc. All product and company names are trademarks of their respective companies.

Contact:
Howard Sholkin
508-766-5610
Email Contact

SOURCE: IDG Communications

IDC’s Predictions for 2011

IDC NewLogo IDC’s Predictions for 2011

IDC, December 2010

What are some of the predictions? Frank Gens, IDC’s Senior Vice President and Chief Analyst, and IDC’s global research team looked into their crystal ball.. To hear their predictions, click here…

IDC Predicts Cloud Services, Mobile Computing, and Social Networking to Mature and Coalesce in 2011, Creating a New Mainstream for the IT Industry

IDC News Release, 12/2/10

Transformation has been a recurring theme in the annual International Data Corporation (IDC) Predictions over the past several years. During this time, a wave of disruptive technologies has emerged and evolved, forged by the pressures of a global economic recession. In 2011, and certainly beyond, IDC expects these technologies — cloud services, mobile computing, and social networking — to mature and coalesce into a new mainstream platform for both the IT industry and the industries it serves.

“In 2011, we expect to see these transformative technologies make the critical transition from early adopter status to early mainstream adoption,” said Frank Gens, senior vice president and chief analyst at IDC. “As a result, we’ll see the IT industry revolving more and more around the build-out and adoption of this next dominant platform, characterized by mobility, cloud-based application and service delivery, and value-generating overlays of social business and pervasive analytics. In addition to creating new markets and opportunities, this restructuring will overthrow nearly every assumption about who the industry’s leaders will be and how they establish and maintain leadership.”

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Gartner Identifies Seven Major Projects CIOs Should Consider During the Next Three Years

Gartner News Release, 11/9/10

Human Augmentation and Wireless Power Devices Will Become $1 Billion Markets by 2020

With 2011 predicted to be the year when the IT industry will reach nearly $3.5 trillion in revenue and show long-term growth for the next five years, Gartner, Inc. analysts today presented business and IT issues that warrant the greatest attention and demand the clearest strategies for the future.

Gartner analysts examined the future directions of IT during Gartner Symposium/ITxpo 2010, being held here through November 11.

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