The Cloud may invoke images of effervescence that leaves no trace, but in reality the Cloud means just another data center, along with the accompanying Carbon Footprint. The issue of being Green has never been higher on the agenda, but how do professionals feel about Green IT, and how does this vary either side of the Atlantic? This paper compares the enthusiasm for Green IT between the US and Europe.
A recent report, The Cloud Begins With Coal, calculated that the ICT ecosystem now approaches 10% of world electricity generation. “The zettabyte era already uses about 50% more energy than global aviation.” While in recent years, we’ve seen Greenpeace release the “How Clean Is Your Cloud?” & “How Dirty Is Your Data?” reports, along with a feature-length article in the New York Times entitled “Power, Pollution and the Internet”, which includes the startling quote, “A single data center can take more power than a medium-size town.”
Whether for or against, Green IT has gradually become a major topic within IT in recent years. But has a once passionate and polarised audience become apathetic after years of intense media attention? How does feeling on the subject vary either side of the Atlantic, and do those within IT feel enough is being done to promote the subject? To gauge the levels of enthusiasm and apathy towards Green IT, we surveyed 149 business & IT professionals from Europe and the US and compared the results. Interestingly, the number of US participants proved far lower than European, due to far less enthusiasm for partaking in the survey.
Though many often compare the website of a business to a virtual storefront, a great website should actually perform more like a sales force. Beyond displaying your brand, services and products, your website should effectively increase the bottom line. The goal of your website should not only be to attract visitors but also to drive more sales and more revenue.
Traditionally, there are two solutions to an underperforming website:
- Bring more traffic
- Convert more of your traffic into customers or users
People tend to turn to tactics such as A/B testing to find out which version of a page converts best. They test out colors, copy and buttons. Some turn to paid channels to increase traffic but budgets can cause limiting and ineffective results. These methods definitely have value, but there is much more that you can do.
One extremely effective approach is web personalization.
Reach the Right Person with the Right Message at the Right Time
Web personalization involves monitoring the behaviors and actions of those on your site to determine what needs and wants each of them has. Once you have this data, it is used to customize and personalize the messages they see while they are on your site.
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White papers, webinars are leading SMB content pieces used for lead gen
Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.
As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means by which marketers gauge success remains relatively unsophisticated—76% of marketers said their prime definition of a lead is a prospect request to be contacted.
This indication of serious interest was much more appreciated as a hot lead than a request for a white paper (43%), attendance at a webinar (35%) or visits to a company’s website (30%), according to BtoB’s study, which was based on an online poll conducted in June and July of 282 b2b marketing professionals. Overall, marketers placed the least value on being followed or “liked” on social media.
Content marketing is gaining in awareness and importance among marketers, and roughly half have established a formal strategy, according to Please login or create an account in order to access this content. results from IMN’s second annual Content Marketing Survey. As more marketers develop strategies and grow their maturity levels (11% describe themselves as “experts”), their content marketing programs and measures of success appear to have gravitated towards a focus on lead generation.
This year, when asked their most important content marketing goal, a leading 44% of respondents pointed to increased leads, a huge gain from last year, when 16% cited leads, good only for the 4th-most important goal. In fact, lead generation was such a consensus this year that the next-most important goals, awareness and customer and prospect engagement, were each cited by less than half as many respondents (19% each).