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Regional Research: Latin America Buyer Behaviour

IDG Connect 0811 Regional Research: Latin America Buyer Behaviour

This week’s regional research reveals collaborators dominate Latin America which can neutralise the power of action-oriented advocates.

IDG Connect surveyed 491 IT professionals in Latin American countries; Argentina, Brazil, Colombia, Costa Rica, Guatemala, Mexico, Panama and Peru. Over 400 of the respondents were from the non-tech industry while the further 65 respondents were from the tech industry. Respondents were asked a multiple choice question to discover which buyer type they adopt when participating in a buying team.

From this, the respondent’s answer was categorised into one of the three buyer behaviours:

  • Collaborator: Collaborators seek comfortable team consensus when it comes to a purchase decision. They welcome members’ opinions, including the “pros” and “cons,” considering these to be as valuable as facts and figures. They consider features & benefits comparison charts to be very useful.
  • Challenger: Challengers consider themselves the experts in the group and will not hesitate to challenge points to arrive at the “best” decision. Challengers respect expertise, competence, know-how and the views of industry authorities.
  • Advocate: Advocate are vested in the potential impact the team’s decision will have on company and personal reputations as well as enhanced visibility. Advocates are action-oriented, working to promote their favoured vendor(s) forward. They tend to be impressed with big name clients and famous founders.

This research is part of a global survey that was conducted by telephone to 3420 IT and Business Professionals.

Click to view more survey results…

Why Marketers are Betting Big on Predictive Analytics

IDG Connect 0811 Why Marketers are Betting Big on Predictive Analytics

Give a marketer a sale, and you’ll keep his company afloat for a day; teach him to predict future sales, and you may just ensure his longevity.

That, in essence, is the premise behind predictive marketing, a concept that’s increasingly taking hold in enterprises today.

Tapping into the analytics trend that’s being felt throughout the business world as a whole, predictive marketing applies algorithms and machine learning to big data to help marketers direct their efforts in the most profitable directions. Predictive-analytics tools can help marketers gauge ahead of time what a particular customer will buy, for example, as well as when and how much. Equipped with that information, companies can tailor their campaigns accordingly.

Amazon is a shining example: Its recommendations engine reportedly accounts for roughly 30 percent of the company’s sales.

Successes like that may help explain investors’ excitement about predictive-analytics purveyors such as Lattice Engines.

Lattice on Wednesday announced a fresh US$28 million in Series D funding, bringing its total investment intake so far to $75 million. The company’s software is now used in more than 100 organizations worldwide, it says, resulting in higher sales rates, conversions and cross-sales successes as well as reduced churn.

Predictive analytics can help marketers across the entire customer lifecycle, said Fern Halper, director of TDWI Research for advanced analytics.

For instance, “predictive analytics helps in segmenting customers, finding patterns in their behavior, offering them the promotions that they would be likely to respond to, and predicting what customers would likely churn,” Halper explained.

Marketing and sales are, in fact, among the top areas that organizations start with when deploying predictive analytics, she added, as increasingly easy-to-use tools bring such capabilities within closer reach for nonexpert business users.

Also fueling the technology’s growth is the sheer deluge of data out there today.

“There’s so much data and so many channels that firms like Lattice are now necessary to help marketers interpret and understand and, to some degree, optimize their campaigns in real time,” said Greg Sterling, vice president for strategy and insights with the Local Search Association. “Firms and tools that offer ways to make sense of all the data are increasingly important.”

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Content Marketing: Tech Marketers vs. B2B Marketers

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. This infographic shows thats tech marketers and B2B marketers share similar content marketing challenges and initiatives.

Download the full report here.

diff between tech and b2b marketers4 Content Marketing: Tech Marketers vs. B2B Marketers

The Web is Getting Slower

 

Source: CNN Money

The spinning wheel of death never seems to stop turning these days.

It’s not you. Web pages really are loading slower.

The average site is now 2.1 MB in size — two times larger than the average site from three years ago, according to data tracked by HTTP Archive.

There are a few reasons for this added weight.

Websites are adding more attention-attracting videos, images, interactivity plug-ins (comments and feeds) and other code and script-heavy features that clog up broadband pipes and wireless spectrum.

Sites also have ramped up their usage of tracking and analysis tools to learn more about their visitors. Inserting third-party data trackers not only increases a website’s weight, but also the number of separate data fetching tasks, which leads to slower load times as well.

Photos and videos continue to be the bulkiest part of websites, making up almost three-fourths their size. That proportion has stayed relatively constant over the past three years, even as the total size of websites has grown.

But as more smartphones, tablets, watches and other gizmos are built to go online, developers have to create even more versions of websites and Web components to fit evermore formats. Some websites, for example, have more than 50 different image sizes which can be called upon to load depending on device. This additional complexity requires more code to run, and adds to a website’s bulk.

“The shift from desktop to mobile requests and consumption have had the biggest impact on website performance,” said Craig Adams, VP of Web experience products at Akamai, a content delivery network that services 15% to 30% of all online traffic daily.

On top of all this, websites are using stronger encryption to make themselves more secure. Shielding themselves behind secured protocols requires more code and data crunching power, too.

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Why You Should Share to Social Media in the Afternoon

Source: Buffer Social

I love to see new stats and research about how to best share to social media.

If it’s research-backed or numbers-driven, sign me up. These actionable tips are what drive a lot of our experiments at Buffer as we’re keen to see if the best advice from these studies meshes with our experience, too.

And there’s a lot of new info to go off of.

I’ve collected 10 of the latest surprising, revealing studies on social media here in this post, with takeaways and insight into social media timing, Instagram sharing, Facebook users, and more. If you’ve seen a recent study worth mentioning, I’d love to hear from you!

Social Media research 800x400 Why You Should Share to Social Media in the Afternoon

1. The peak performance of social sharing

Late afternoon to nighttime is the best time to reach people on social

Social traffic substantially underperforms overall traffic from about 5 a.m. to noon, and social substantially overperforms overall traffic from about 3 p.m. until 1 a.m.

Chartbeat reported on the data of the sites it tracks, looking at how social media sharing corresponds to site traffic. The general trend seemed to follow: Traffic and social sharing both increase throughout the early morning, peak midday, then lessen into the evening.

The unique finding here was in the subtle difference in exactly where each metric peaks.

Social traffic outperforms website traffic from 3:00 p.m. Eastern Time to 1:00 a.m.

Chartbeat social trfafic web traffic research 800x533 Why You Should Share to Social Media in the Afternoon

2. What the average Facebook user looks like

The very male, college-educated, heavily IT, somewhat liberal demographic

Only two publishers–BuzzFeed and Yahoo!–have more women than men in their audiences at 51% and 56% respectively.

Only two publishers–Forbes and Wired–exceed a 10% likelihood in their audiences working at management level.

Fractl and BuzzStream collaborated on a study of 20 publishers’s Facebook audiences, looking at the Audience Insights for publishers like The Guardian, Wired, BuzzFeed, Yahoo, Huffington Post, and more.

In the case of these audiences, the results skewed heavily in a few directions:

  • 18 of the 20 publishers had an audience that was more male than female.
  • The majority of active users on these pages has graduated from college.
  • All but one publisher had an audience makeup of more IT workers than the U.S. Facebook average.

Facebook Audience Insights for 20 major publishers 800x586 Why You Should Share to Social Media in the Afternoon

Comparisons might be a little tricky to draw between these pages and yours, though the research does point to the value of understanding your audience. My best guess at the demographics of some of these publishers would be that the audience was more female (I was wrong) and perhaps not as IT focused.

 

Continue Reading…

The Shifting Digital Landscape

Source: AudienceScience

An Advertiser’s Guide to Targeting, Technology, and Transparency

Introduction

Global digital advertising is nearly an £88 billion industry and advertisers continue to spend more and more on digital. AudienceScience® has found that the way in which advertisers buy media and target their digital advertising is changing, helped by advances in technology, but there are still major hurdles that inhibit an advertiser’s digital success. In order to better understand this shifting landscape, AudienceScience worked with both BSB Media and The Vision Network to launch the second annual International Media Image Survey (I-MIS), a unique study conducted during May and June 2014. Run in conjunction with the International Advertising Association, Warc and M&M Global, the study provides insight into advertisers of various sizes, ranging from Small Advertisers (<£12m) to Mega Advertisers (£40m+). Interviews were conducted by InSites Consulting with senior decision makers at over 80 advertisers globally, and were administered via an online questionnaire.

Key Takeaways

Global advertisers are changing the way they buy and target digital media. More than half of Mega Advertisers (£40m+) plan to spend more on programmatic buying and real-time bidding (RTB).

The way advertisers buy media is changing.

Advertisers continue to shift more money towards programmatic buying and RTB, with 88% of advertisers planning on buying as much or more media via programmatic buying and RTB. This shift accompanies advertisers shifting budget away from traditional, content-based ad buys and towards data-driven audience targeting. In fact, 82% of advertisers plan on allocating a larger percentage of their budget to audience-targeted buys.

Advertisers are taking greater advertising ownership.

For greater digital success and increased efficiencies, advertisers are starting to realise that they need a better understanding of digital ad technology. 43% of advertisers plan to bring more responsibility in-house for digital planning and 47% of advertisers feel that having in-depth technology knowledge in-house is a factor that will help make them most successful in digital advertising.

Opacity and complexity remain major problems for digital advertising.

Major advertiser trade groups like the World Federation of Advertisers (WFA) have made advertising transparency a major theme in 2014. This should be no surprise: advertisers see opacity in digital advertising as a significant issue, and one that’s only getting worse. 69% of advertisers said that media trading transparency across the industry has either stayed the same or declined compared to a few years ago. Most advertisers feel that this lack of transparency and the overall complexity of the ecosystem are the biggest problems with digital advertising today.

Check out the PDF here…

New Approaches to Video From Four Digital Leaders

Source: The Media Briefing

If you’ve been paying attention to recent media industry coverage, then you may have been distracted by all this chatter around Facebook Instant.

However, there’s also a much larger tectonic shift happening on the Facebook platform, one that’s not just impacting a tiny pilot group of elite publishers like the Instant experiment: Facebook is pushing video content like crazy.

There are two things going on here.

1)   Facebook is favouring video uploaded through its native player

A Business Insider article claims the social network’s algorithm prioritises videos to make up 30% of the News Feed. And Facebook itself has shared that users are seeing 3.6 times more video compared with one year ago.

2)   Publishers and brands are responding by uploading record amounts of video to Facebook, and getting record engagement.

Liam Corcoran at NewsWhip, a social analytics firm, told me that “average share rates on Facebook native videos are far higher than those of other types of Facebook posts, such as Links and Images.”

Corcoran took the example of BBC News’ Facebook page, where “average share rates per video were over four times higher than those for external links”.

But it’s not just Facebook

Facebook isn’t the only force impacting publishers’ video strategies: newer platforms like Instagram, Snapchat, and Vine are already the focus of much experimentation around new video formats. And of course there’s the continued growth in views and uploads on YouTube, which is still a vital platform for most media.

The one constant across all these platforms is the growing consumption of video on mobile – Facebook COO Sheryl Sandberg said 75% of the network’s 4 billion daily video views come from mobile devices.

In need of a better way

Therefore, the current state of video for publishers is this:

The distribution channels and consumption habits are evolving rapidly, and a new approach to video is required. One that caters to a mobile, social audience, and involves a healthy amount of experimentation around new formats and more efficient workflows.

I spoke to some global leaders in the space, to find out what they consider as the new approach to video. Here’s a selection of key quotes:

Jigar Mehta (@jigarmehta), Engagement Lead at AJ + (USA)

  • When we produce video for Facebook, we have to assume that the audience is going to be watching on their mobile phones with no sound, so we have to optimize video to tell the story with no sound.
  • On Facebook, we know that we are competing for time on a platform where content FOMO [fear of missing out] is rampant, so we strive to make our videos very engaging from the start, and not waste any time getting straight into the stories we tell.

  • We are always thinking about how we can get as much information across and tell the stories we need to tell in the shortest amount of time possible, while still being engaging.

Sven Christian (@sven_christian), Head of Video at Spiegel Online (Germany)

[Disclosure, Spiegel Online is a user of the wochit video creation platform]

  • Our emphasis is on scenes, sound bites, and atmospheres. We show, don’t tell!
  • So we use as little comment as possible, instead utilising bullet points to answer the basic questions: who does what where when and try to explain why.
  • Video has the power to transport information quicker and closer to the viewer than text. But text can explain things more deeply. Fortunately I work with fantastic writers: we can show, they can tell.

 

Continue Reading…

 

Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

Source: Marketing Land

Between smartphones and tablets, mobile devices now play a larger role in product and brand discovery than laptops. According to a new “Mobile Audience Insights Report” from NinthDecimal 54 percent of consumers in 2014 “shopped on a mobile device over a laptop before making a purchase” and 34 percent “preferred to use a smartphone over a tablet or laptop.”

In the context of the waves of data coming out, these findings, which are a mix of behavioral and survey data, shouldn’t surprise anyone. However it remains the case that mobile marketing efforts (and budgets) still don’t reflect the reality of consumer behavior in the market.

In terms of cross-device shopping and buying, NinthDecimal found that the share of mobile commerce purchases grew at the expense of in-store buying, while the PC share remained flat. One interesting thing to understand, not published in the report, would be the location of these mobile buys (was there a pattern? did they occur at home, in stores, elsewhere?).

Screen Shot 2015 06 08 at 8.09.12 AM 800x411 Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

In addition, NinthDecimal found that in-store visits increased 80 percent within 24 hours of mobile ad exposure and stayed above average store-visitation benchmarks for the following six days. We don’t know much about the specific ad creative generating these visits. It appears however that they’re mostly offer-based ads (see bottom chart below).

One of the most interesting sets of findings in the report involves an analysis of ad performance in relation to store proximity. Here it appears performance is measured by CTR, which is a questionable mobile metric for ultimate performance. Nonetheless it can be a directional indicator of intent.

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Interview with Michael Friedenberg, CEO – IDG Communications

Source: MarTech Advisor

Screen Shot 2015 06 09 at 10.41.03 AM Interview with Michael Friedenberg, CEO   IDG Communications

1. Could you tell me a little about your background and how you came to be the CEO at lDG Communications?

Certainly.  I have been involved in the information technology media industry for more than 20 years, and have had the privilege of being with IDG for the past ten in various leadership positions. With the dramatic transformation of media in the digital and mobile age, you can imagine the thrilling ride these two decades have been.

“I’ve always been a passionate advocate of staying relevant for the modern marketer and consumer, and IDG offers more opportunities for doing just that.”

Before joining this remarkable company ten years ago, I held a series of management positions at UBM (formerly CMP Media) including Vice President and Publisher of InformationWeek and, later, Vice President and Group Publisher of the InformationWeek Media Network and Co-Founder of Optimize magazine.  Now as the CEO of IDG Communications Worldwide, I oversee IDG’s B2B and consumer business across 97 countries.

“It’s an exciting time for IDG — and for me — as we continue to make major strides as a modern media company with innovative technology and unparalleled data services that BtoB technology marketers around the world rely on.”

 2. Via ABM360, what is the core marketing technology capability that you are attempting to bring to a marketer? Where does your product fit in vis a vis the customer life cycle?

Technology marketers continue to be challenged by delivering the right message, at the right time, to the right buyer.  ABM360 reflects IDG’s core capabilities across all facets of technology marketing and focuses on identifying company purchasing behavior and the people driving these decisions.  It is the only truly global account-based marketing solution that leverages digital display, data and demand generation, solutions to help marketers identify purchasing intent.

“The ABM360 suite is designed to span the entire customer life cycle, nurturing important prospects and key clients across all phases including acquisition, conversion, retention, and loyalty.”

3. Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?

In the coming months, IDG will be layering new products into the ABM360 suite that leverage predictive analytics and additional advanced data segments. These are just some of the innovations that marketers have come to expect from IDG.

Continue Reading…

For more detail on IDG’s ABM360, click here.

Screen Shot 2015 06 15 at 11.15.37 AM Interview with Michael Friedenberg, CEO   IDG Communications

7 Biggest Content Marketing Mistakes And How To Avoid Them

Source: Michael Brenner, B2B Marketing Insider

One of my favorite aspects of being in content marketing is seeing the next generation of leaders emerge.

And I have had the privilege of working with some of them.

This post comes from Liz Bedor, a Content Strategist we hired just under a year ago. In that time, Liz has totally upped her game on her personal blog, Twitter, Linkedin andInstagram (pretty amazing photos there Liz).

She not only creates amazing content for our sales team, and our content marketing strategy customers, but now she also creates great stuff for our business blog. This is one of her best yet . . .

 

Very few content marketers hit a home run each time they step up to bat. We’ve all had our fair share of strikeouts. Failures, however, are also learning experiences – especially those made by others. Mistakes provide insight into what to avoid in the future. As the content marketing space grows, so have the number of errors we’ve found many marketers make.

Here are some of the most common mistakes we’ve seen brands make and how you can learn from them.

1. Not Documenting Your Content Marketing Strategy 

The importance of documenting your content strategy cannot be emphasized enough. A 1979 Harvard MBA study asked students, “Have you set clear, written goals for your future and made plans to accomplish them?” The result: Only 3% had written their goals and plans; 13% had ideas of goals, but did not have them in writing; and 84% had no goals in their heads or on paper. Ten years later, the same group was interviewed again. The 13% of the class who had goals, but had not written them down, was earning double the amount of the 84% who had no goals. The 3%, however, who had written goals were earning ten times as much as the other 97% of the class combined. The same principles apply to a content marketing strategy. If you write down your content marketing goals and plans to achieve them, you are more likely to do so – in fact, 5x more likely.

2. Forgetting To Build A Business Case Upfront  

According to NewsCred’s own content marketing expert, Michael Brenner“Content marketing ROI starts with a strong business case.” Think about what you are trying to achieve. Are you trying to create affinity for your brand’s products? Are you trying to generate quality leads? Are you trying to engage new buyers with your brand? All of these things are key elements that must be decided upfront as the foundation of your content marketing efforts. Without this, your program will struggle to prove its value and ROI.

3. Ignoring Your Customers’ Questions 

The basic principle of content marketing is to simply answer your customers’ questions. If you’re not doing that, you’re not doing content marketing properly. Sometimes we see brands struggle with understanding what their customers want from them. For example, a health insurance company may think providing healthy recipes would be something their audience would find of interest. It’s possible, but it’s unlikely that a large number of people are looking for their next summer salad recipe from their insurance company. The type of questions they’d be asking their insurance company would be more along the lines of, “How do I choose between an HMO or PPO plan?” or “I’m getting married in a few months, how will my insurance change?”

Shopkeep, a point of sale system for small businesses, finds its blog content topics by going straight to the source. Paul Nugent, Shopkeep’s Director of Content, explains:

“We interview merchants constantly. We ask them their pain points, area of concern, what they would want in their inbox every week. We’ve learned there are subjects that are more compelling, even within the same industry. For example, layout design is more important for a full service restaurant than a quick service.”

With this strategy, there’s no doubt that what they’re publishing will be tremendously valuable to their customers.

4. Not Publishing Enough  

Not surprisingly, companies that commit to regularly publishing quality content reap the biggest rewards in terms of website traffic and leads. At NewsCred, our team found that increasing our posting cadence from 6 pieces of content weekly (1 original, 5 licensed) to 10 pieces of content weekly (5 original, 5 licensed) increased our unique visitors almost 50%. 

 7 Biggest Content Marketing Mistakes And How To Avoid Them

Hubspot’s recent research had similar findings in correlation of publishing frequency and generated leads. For the company’s customer base, brands that published 16+ blog posts per month received about 4.5X more leads than companies that published between 0 – 4 monthly posts.

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