AUSTIN, Texas — For some forward-thinking advertisers, refrigerators are hot.
Smart refrigerators, that is. So are thermostats and your car’s dashboard or even the lock on your front door, provided they’re all connected to the Inernet. All this Jetsons-type stuff is coming. Actually it’s already here. Advertisers and their agencies are trying to figure out where they fit in.
At SXSWi this year, talk of “mobile” was old hat. Instead, marketing-focused sessions dwelled on wearables, penetrating real-time conversations and “the Internet of cars.” No self-respecting representative from the ad world these days gets too excited about a new iPhone app.
Talk about the Internet of Things, a term coined in the mid-’90s, is also a bit passé. What’s replacing it is a unified theory of a connected life. Imagine if your appliances, your thermostat, your personal fitness tracker, the locks on your doors and your car and all the devices you use to be productive, worked together, seamlessly. Shiv Singh, SVP global brand and marketing transformation for Visa, foresees a day when you can complete a 10-mile run and your devices will know to order a Gatorade to be delivered to your door when you’re done.
It’s true: that addictive little app you play in the palm of your hand can teach us a lot about managing massive amounts of critical data. What’s the connection between a mobile gaming app and a robust and effective enterprise infrastructure? Countless (and growing) amounts of critical data and the pressure to constantly meet high customer experience expectations.
Rovio (creators of Angry Birds) deals with more data than many enterprises. As of last year, Angry Birds experienced over two billion downloads, 263 million monthly users, and was downloaded on 50% of new mobile devices. Now, consider all the data these users bring (personal information, player stats, etc.). The numbers get big fast.
Gamers are arguably the most challenging audience – with extremely high expectations that demand low latency gameplay and 24/7 access to their accounts on all of their devices. Gaming companies like Rovio have nailed down critical data by focusing on the key factors—performance and availability—that affect business revenue, attrition rates, and user experiences.
The number one factor in gaming success is performance. A few seconds of downtime or latency can be disastrous: Do you think a gamer who has great skills but can’t shoot fast enough due to game latency will hang around? Not a chance.
Content Marketing World, the largest content marketing event on the planet, is coming back to the United States for a fourth year.
Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. You will leave with all the materials you need to take a content marketing strategy back to your team – and – to implement a content marketing plan that will grow your business and inspire your audience. Register today for the best price (and save)!
Already confirmed 2014 speakers include such brands as Kraft Foods, Microsoft, Facebook, SAP, Cisco Systems, Coca-Cola Braziland more than 100 content marketing experts from around the globe. SPECIAL ANNOUNCEMENT: Actor, Director, Producer Kevin Spacey to be closing keynote speaker.
Click here for Content Marketing World Fact Sheet
Guy Consterdine, FIPP’s research consultant, outlines analysis from GfK on Dutch ROI plus Germany, PPA’s Magonomics and the Australian Magazine Audience Performance Predictor providing evidence on magazines’ role in mixed-media campaigns.
A new Dutch analysis of the return on investment (ROI) of advertising in each of five media has shown that the printed media proved to be the most cost-effective. Magazines achieved the highest value for money, with an ROI index of 130. Newspapers were close behind with 120. Online banner advertising scored 110, while radio achieved an index of 90. Television advertising was least cost-effective, with an index of only 60. Or to put it another way, magazines were roughly twice as cost-efficient as television.
Name: Dr. Mathew McDougall
Region: Asia and Australia
Job title: Founder and CEO of Digital Jungle
Experience: 20+ years working with Technology, Internet and Marketing firms around the world. Last 10 years worked as CEO based in China
One of the largest capitalist economies in the world, Australia is the world’s sixth-largest country by total area yet comes 51st in a list of countries by population. So how does marketing in Australia differ to the rest of the world, and what similarities, if any, does a country with less than 0.5% of the world population, have with China, which with almost 20% of the world’s population, tops the same list. Kathryn Cave talks to Dr. Mathew McDougall, Founder and CEO of Digital Jungle to find out more about Marketing in Australia.
What are the unique opportunities in targeting customers in Australia?
One of the unique opportunities in targeting B2B customers in Australia is that the market is relatively small, which leads to great referrals. Most of the major players in the industry know each other, which leads to great opportunities for clients. If you win a client and do an exceptional job, competitors and friends in the industry will notice, because it is easier to monitor a small market. If handled correctly this can lead to many new relationships, but of course, this goes both ways; if you win a client and do not deliver an exceptional product, others in the industry will also take notice.
Continue reading interview
Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there are three significant forces of fragmentation opposing their efforts: specialization of roles, organizational hierarchies, and tactical technology. These forces threaten every marketing organization with two fatal flaws: they slow everything down and fracture the customer experience.
Three forces of fragmentation that marketers must fight:
1. Specialization: all areas of marketing execution have become inch wide mile deep endeavors. As a result, there can be many degrees of separation between key roles such as social marketers, event planners, web administrators, technical writers, etc. What do these people talk about when they get in a room together? Does anyone else care how the events person manages food service or logistics?
Click here to see the three forces of fragmentation that marketers must fight
The US is still the spam capital of the planet, according to a new study. However, using a different set of metrics, it is being outperformed by the like of Belarus, Peru and Iran. In other words, developing countries are punching above their weight and out-polluting America in the online anti-social behaviour markets. On the other hand, the economic powerhouse of the West is ahead on sheer volume in the race to be the number one conduit of commercialised electronic junk. But, say the experts who produced this report, it’s the developing economies that could be hardest hit by the rise of spam.
America is the biggest spam source in the world, according to The Spampionship, a new league table of the 12 biggest spam-producing nations compiled by security vendor Sophos. China is fast emerging as a major source of unwanted email and Russia is in at number three after doubling its share of the spam market. To paraphrase music chart compilers, America has held onto the number one spot but China is in at number two with a bullet. (Or should that be a botnet?)
The Spampionship is not intended to be a roll call of shame, according to Sophos’s head of technology, Paul Ducklin. He claims that the table is meant to be a thought provoking study rather than a finger-pointing exercise.
“We want people to think about security and the consequences of spam,” says Ducklin. “People tend to think it’s harmless, but it’s damaging of lot of economies.”
Business News Daily
The Business of Helping Businesses
Want to start a business this year? If you’re looking for a great idea, look no further than your fellow entrepreneurs. New and established firms alike need outside help to run their day-to-day operations, and you could be the one to do it. Here are 14 business-to-business (B2B)startup ideas that we think will be successful in 2014.
Click here for the 14 B2B startup ideas
Value Creator, Brian Vellmure
We’ve talked in the first two posts about how the digitization of everything is disrupting marketing and changing the face of commerce. Organizations are having to change the way they operate, and that’s causing roles in the C-suite to evolve.
The digitization of everything is doing three primary things:
- Increasing the speed and access for everyone to find and interact with relevant people, information, and products/services.
- Creating a fast-paced, never-ending game of “survival of the fittest” among corporations.
- Moving more of the customer journey into digital channels.
These three factors are forcing organizations to focus on being found among an ever growing sea of competitors – and also on responding in context to their audience with something that resonates.
This requires an increasing depth of customer understanding. Companies need to understand what customers want to accomplish, the motivations behind their actions – and be able to provide meaningful responses, at scale, across a growing spectrum of channels.
Each time a vendor does this well, it raises the collective bar of customer expectations, until someone does it better. This constantly repeating, ever shortening cycle puts an enormous amount of pressure on every company to relentlessly innovate. Those that don’t, struggle or die.
The increasing reliance of the CMO on technology to help them know and respond to customer needs, coupled with the availability of cloud infrastructure and applications, is forcing both the CMO and CIO to re-evaluate their roles.