Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
In today¹s complex digital landscape, a solid content strategy won¹t see success without three core components: search, social and discovery. Many companies focus on just one or two areas without considering how individual tactics can be integrated into one overarching content strategy. It won’t be enough to get your content the exposure it deserves if only one area is emphasized.
Whether it’s time, resources, or budget, investments need to be made in each area, and departments need to be on the same page.
Since the inception of search engines, Internet geeks have explored innovative ways to optimize their content to be seen in expanding search engine results pages by people who were looking for it.
For a long time the SEO conversation was focused on how to optimize through keywords, backlinks, and crawl-ability. While many of the foundational philosophies are still valid today, most of the tactics have changed with search engines cracking down on shady SEO practices and the introduction of social media. People are still performing searches, but the results are a more complex and the users are smarter.
The May 20 conference in New York City will focus on the rise of marketing technology, how it’s changing organizations, and the impact on CMOs and CIOs. The opening keynote is by Eduardo Conrado, who early this year became senior VP, Marketing and IT at Motorola Solutions. Technology and marketing leaders from Nationwide and InterContinental Hotels Group along with executives from Razorfish and GE will discuss new relationships and a transformation underway.
Attendees will hear how savvy marketers and their partners in the tech suite have:
• Removed internal organizational silos
• Adopted marketing-tech platforms
• Unified the consumer experience across multiple channels
• Harnessed real-time data
• Measured performance and attributed growth to various activities
• Improved effectiveness to drive profit
• Justified increased marketing investment
Put “Marketing Technology: The Rise of CMO-CIO Alignment” on your Internet Week New York calendar. Register now for the afternoon conference sponsored by IDG.
SAN MATEO, Calif.– Worldwide tablet shipments continue to surge, growing 142.4% year over year in the first quarter of 2013 (1Q13), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Tablet shipments totaled 49.2 million units in 1Q13, surpassing that of the entire first half of 2012. With growth fueled by increased market demand for smaller screen devices, tablets have shown no sign of slowing down.
Hitachi Data Systems invites employees to become social media ambassadors Sharon Crost discussed the ambassadors program and Hitachi Data Systems social marketing in an interview with IDG Global Solutions Director Howard Sholkin at the BtoB Digital conference in March 2013. She said effective social engagement should involve all levels— executives, technologists, and marketing. Crost explained the companywide program in this interview…
Is the CMO pushing the CIO off the IT budget chair? And if so, how can you forge a relationship with sales and marketing that leverages the best results for all concerned?
There’s a new synergy happening in the boardroom, and while some CIOs are left floundering by fast-shifting demands for them to become more agile, customer-responsive and creative, most are finding that they have more in common with their new best mate, the chief marketing officer, than they ever suspected. Laura McLellan, a research analyst at Gartner Inc, lobbed a grenade into the CIO trenches last year when she claimed that by 2017, the average CMO would control more of the IT spend than would the average CIO.
That’s not an empty promise; at its core, marketing is about communicating. And in today’s hyper-connected world, communicating is about technology.
As commerce becomes e-commerce and direct mail becomes direct email, marketing gains a more central role in organisations. But in a space where customer interaction is increasingly digital and where key technologies are increasingly in the hands of the customer, both the CMO and CIO are working outside their comfort zones.
It only makes sense that they buddy up.
“The CMO lives in the world of art, the CIO lives in the world of science, and today’s market is about a blending of art and science,” says Brock Douglas, who heads IBM Australia’s Smarter Commerce division.
“They each need to develop new skills, and they do that by working across the organisation.”
Apple is rumored to be announcing the fifth generation of its iPad on June 18. Mobile devices account for an increasingly larger share of most publishers’ web traffic – including a whopping 65% for BuzzFeed. Publishers are delivering 1.7 million digital editions a week built with Adobe’s Digital Publishing Suite – a sixfold increase over the past two years.
It may be time to take this whole mobile thing a bit more seriously.
The elements required to justify greater investment in mobile development are falling into place. More people are reading digital magazines; Adobe says per-publication readership across its DPS-based publications has increased by an average of 80% over the past six months. More devices are coming to market, with models such as the iPad mini and Kindle HD extending into the mass market.
“People are more comfortable reading magazine content on tablets,” Lynly Schambers-Lenox, Adobe’s group product marketing manager for digital publishing, said in a recent interview. “That’s not surprising, and we expect it to continue.”
From videos to SlideShare presentations to quotes, consider adding these content types to your editorial or social media calendar
In building my blog over the last four years I have discovered some insights and important principles about creating content that people want to read.
Here are some ideas for creating shareable content:
I can hear some of you yawning. The reality is, in a time-poor world, giving people a list of things to do—for example, 10 tips for creating a great video—is the type of headline and article people click on. Packaging and chunking information tells your readers you won’t waste their time. Lists are also easy to read and view. This type of content works well.
2. Negative stories
It’s sad but true: Most people prefer to hear bad news, or things they shouldn’t do. Take the negative angle of a story, and you’ll be surprised by the traffic.
There’s plenty of great information available when it comes to social media marketing for consumer products, but business-to-business (B2B) presents a much larger challenge. Part of that may have something to do with the fact that 61 percent of B2B marketers describe their social media strategy as “ad hoc,” according to the B2B Marketing Social Media Benchmarking Report. Also, only 44 percent say they calculate ROI “rarely or not at all.”
The most popular platform for B2B marketers is Twitter at 85 percent, followed by LinkedIn (82 percent) and YouTube (77 percent).
There are two big questions about marketing as a discipline at the moment. Firstly, is it becoming more, or less, important within organisations? Secondly, has digital completely changed what marketing is or has it fundamentally remained the same?
As you might expect we at Centaur, under the Marketing Week and Econsultancy brands, champion the cause of marketing, and marketers, globally. We believe the value of marketing is, rightly, in the ascendancy. We have always maintained that digital marketing does not exist in isolation. It is part of the bigger whole that is marketing. But digital has undeniably brought new aspects to that whole. So what if we were to reconstitute marketing as it is today with digital and classic fully fused? What would that look like?
Here follows our Modern Marketing Manifesto with its suggested twelve constituents. Its aim is to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.
We believe marketers should sit at the board table and help set strategy. If you do not believe your understanding of markets, products, customers and positioning plays a vital role in shaping strategy then you are not a modern marketer.
Great businesses look beyond the horizon. Great marketers have the vision to define the horizon.
IBM’s Christine Jacobs says content is the foundation for conversation. Jacobs believes successful marketers need to understand their audience, avoidpush marketing, and focus on creating a dialogue. At a BtoB Digital conference in March 2013, IDG Global Solutions Director Howard Sholkin asked Jacobs to share her advice on how to achieve the promise of conversational marketing…