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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

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CMOs Focus More On Tech To Automate Media Decisions

MediaPost

Blake Cahill, global head of digital and social marketing at Philips, manages more than 70 marketing technologies.

He is one of a growing number of marketing heads becoming inundated with technology as media silos crumble and data integrates to support cross-channel and cross-device marketing and advertising.

“Just in the customer relationship management sector, we have three or four major pieces of technology, and then underneath another three or four to manage the customer data,” Cahill said. “In the social space, we have about seven or eight pieces of technology to help with social listening, publishing, and analytics.”

Cahill is looking at technology investments to better automate media decisions and ecommerce, because as the company builds more Internet-connected products, consumers will purchase service contracts from the brand, rather than third parties like Amazon. He is also looking at adding technology around affiliate and media marketing as it relates to the triangle between search engine optimization, social optimization, and ad-serving.

For years, Gartner has been touting the majority shift in spend on technology from CIOs to CMOs. Cahill references the research firm’s forecast, which suggests that within the next few years, marketing will see CMOs spend more on new digital technology than CIOs. Not at Philips, he said, admitting that it depends on the company.

“It may be true if you’re a start-up like Uber and the model is built around marketing and customer engagement, but if you’re a larger company with an established infrastructure, the statement isn’t necessarily true,” Cahill said. “Marketing departments are making massive investments in technology to drive customer relationships and media.”

Gartner estimates that the average B2C relies on more than 50 applications and technologies to support marketing. By 2018, CIOs who build strong relationships with CMOs will drive a 25% improvement in return on marketing technology investment.

 

Read More… 

Amazon Goes After Dropbox, Google, Microsoft With Unlimited Cloud Drive Storage

TechCrunch

Last year, Amazon gave a boost to its Prime members when it launched a free, unlimited photo storage for them on Cloud Drive. Today, the company is expanding that service as a paid offering to cover other kinds of content, and to users outside of its loyalty program. Unlimited Cloud Storage will let users get either unlimited photo storage or “unlimited everything” — covering all kinds of media from videos and music through to PDF documents — respectively for $11.99 or $59.99 per year.

And those who want to test drive it can do so for free for three months.

The move is a clear attempt by Amazon to compete against the likes of Dropbox, Google, Microsoft and the many more in the crowded market for cloud-based storage services. It’s not the first to offer “unlimited” storage, but it looks like it’s the first to market this as a service to anyone who wants it. Dropbox, for example, offers unlimited storage as part of Dropbox for Business, Google also aims unlimited options currently at specific verticals, with its enterprise version, Drive for Work, its closest competitor; Microsoft also offers a business user-focused service for those who subscribe to Office 365.

The idea here is to tap into the average consumer who has started to reach a tipping point with the amount of digital media he or she now owns, potentially across a range of devices and in not a very organised fashion (hello, me).

“Most people have a lifetime of birthdays, vacations, holidays, and everyday moments stored across numerous devices. And, they don’t know how many gigabytes of storage they need to back all of them up,” said Josh Petersen, Director of Amazon Cloud Drive, in a statement. “With the two new plans we are introducing today, customers don’t need to worry about storage space–they now have an affordable, secure solution to store unlimited amounts of photos, videos, movies, music, and files in one convenient place.”

Continue Reading… 

Are Smartphones Taking Over?

IDC PMS4colorversion 1 Are Smartphones Taking Over?

According to a new forecast from the International Data Corporation (IDC) Worldwide Quarterly Smart Connected Device Tracker, the combined total market of smartphones, tablets plus 2-in-1s, and PCs is set to grow from 1.8 billion units in 2014 to 2.5 billion units in 2019. During that time, smartphones will grow to represent the overwhelming majority of total smart connected device (SCD) shipments, dwarfing both tablets and PCs in terms of shipment volumes.

As recently as 2010, PCs still made up the lion’s share of the total SCD device market, with the combined desktop and notebook categories accounting for about 52.5% of shipments versus 44.7% for smartphones and 2.8% for tablets. By 2014, smartphones had grown to represent 73.4% of total shipment, while PCs had slipped to 16.8% and tablets had increased to 12.5%. By 2019, IDC expects the distribution to be 77.8% smartphones, 11.6% PCs, and 10.7% tablets.

“Smartphone growth continues at an astounding pace, while growth in the PC and tablet markets is proving to be more challenging,” said Tom Mainelli, Program Vice President for Devices at IDC. “There are clearly some bright spots in both markets: Detachable 2-in-1s show strong growth potential in tablets, and convertible notebooks are beginning to gain traction in PCs. But ultimately, for more people in more places, the smartphone is the clear choice in terms of owning one connected device. Even as we expect slowing smartphone growth later in the forecast, it’s hard to overlook the dominant position smartphones play in the greater device ecosystem. And it’s not likely that anything—including wearables—will unseat it from this dominant position anytime soon.”

“Not all smartphone growth will be equal. Going forward, the future of smartphones lies in emerging markets, sub-US$100 price points, and phablets,” said Melissa Chau, Senior Research Manager for Mobile Devices. “In 2014, 73% of smartphones were shipped to emerging markets, 21% were priced below US$100, and 12% had screen sizes between 5.5 and <7 inches. By 2019, these categories will all increase – 80% of smartphones will be shipped to emerging markets, 35% will be priced below US$100, and 32% will have a 5.5–<7-inch screen size. So far the market has very much focused on premium models and brands, but emerging market consumers are looking for greater value from a single device.”

Read More… 

IDC Introduces Russia ICT Market Outlook

IDC PMS4colorversion 1 IDC Introduces Russia ICT Market Outlook

IDC launched Russia ICT Market Outlook, a new quarterly service tracking the supply and consumption of IСT products and services in the country in the context of recent dramatic economic and political events.

Since the 1990s, suppliers to Russia have had to deal with several periods of instability. However, market declines have always reversed quickly, and it became rather easy to take a stoic view of Russia’s volatility. The situation changed in 2014: The Russian economy, and subsequent IT demand, are now in what looks like a lengthy period of contraction. According to the latest IDC data, the overall IT market in Russia declined 16% in 2014 and an even more dramatic decline is forecast for 2015.

In 2015, Russian ICT consumers will be forced to readjust their spending in the light of the new economic reality. Business customers will be reviewing all aspects of their current spending, including supplier contracts, choice of supplier, and IT consumption models. In the state and state-owned sectors of the economy, additional regulations covering IT procurement and measures favoring local suppliers can be expected.

“Commerce has become politicized, and it’s clear that both market structure and the potential value of deals have been negatively impacted,” says Robert Farish, Vice President of IDC Russia/CIS. “For the last two decades, suppliers to Russia have had to deal with many operational challenges but this has always been within the context of a growing and modernizing economy gradually opening and integrating with the rest of the world,but from 2014, it looks like these long-term processes are stalling or even beginning to reverse.”

With this in mind, IDC today introduced its Russia ICT Market Outlook, designed to address challenges faced by ICT suppliers in re-assessing the situation in Russia and quantifying how ongoing changes are likely to impact demand in the coming quarters. The new service covers the key developments that strongly influence the outlook for Russia in the short and medium terms, including:

• The impact of sanctions against Russia in terms of IT investment

• New government polices introduced as a response to these sanctions

• Currency devaluation and what the overall financial turbulence means for IT demand

• What to expect in different customer segments in 2015

Read More… 

B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

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. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area.

Download the 2015 B2B Tech Content Marketing Report

 Screen Shot 2015 03 26 at 8.52.05 AM B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

CIOs Lead Collaborative Team in Growing Big Data & Analytics Initiatives

 CIOs Lead Collaborative Team in Growing Big Data & Analytics Initiatives

IDG Enterprise’s 2015 Big Data and Analytics research highlights momentum behind big data deployment, investments areas and challenges

Framingham, Mass.—March 9, 2015—IDG Enterprise— the leading enterprise technology media company composed of CIO, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World—announces the release of the 2015 Big Data and Analytics research, which spotlights an increase in the number of deployed data-driven projects over the past year and reveals that many organizations are still planning implementations, as 83% of organizations categorize structured data initiatives as a high or critical priority. IT decision-makers (ITDMs) also provided insight into organizational data and analytics purchase plans, security concerns and the top vendor attributes when evaluating solutions in 2015.

Big Data – A Year Later
Deployment of data-driven projects has increased by 125% in the past year (Click to Tweet), with 27% of organizations already in deployment. The momentum continues with an additional 42% of organizations still planning implementation. As more ITDMs deploy data initiatives, it provides clarity into the amount of data that needs to be managed. Similar to 2014, organizations are currently managing an average of 167.3TB of data, and this amount is expected to increase by 48% over the next 12 to 18 months. The largest contributors to this data growth are customer databases (63%), emails (61%), and transactional data (53%) (View Infographic).

In 2014, with big data showing the potential to create cross-function business opportunities, CEOs were the leading supporter of data-driven initiatives and CIOs were taking the strategic lead. Today, the CEO is still involved however, many individuals collaborate during the decision process, including the CIO (52%), CEO (43%), IT/networking staff (37%), CFO (36%), and IT steering committee (35%). At the end of the day, the CIO still takes the strategic lead and is in charge of data-driven decisions. Even with the CEO’s support, organizations are facing challenges with their big data initiatives, from limited budget (47%), to legacy issues (40%), and limited skilled employees that can analyze data (38%).

“Big data and analytics continues to be a priority and a growth area for organizations. CIOs are deploying data-driven tools that help advance the business through strategic and timely decision-making,” said Brian Glynn, chief revenue officer of IDG Enterprise. “As deployment moves towards mainstream, tech vendors have the opportunity to elevate their customers’ initiatives and potentially alleviate organizational and staffing challenges by providing solutions that integrate into legacy systems and provide an ease of use.”

Continue reading… 

2015 Big Data and Analytics Survey

As Tablets Slow and PCs Face Ongoing Challenges, Smartphones Grab an Ever-Larger Share of the Smart Connected Device Market Through 2019

IDC PMS4colorversion 1 As Tablets Slow and PCs Face Ongoing Challenges, Smartphones Grab an Ever Larger Share of the Smart Connected Device Market Through 2019

According to a new forecast from the International Data Corporation (IDC) Worldwide Quarterly Smart Connected Device Tracker, the combined total market of smartphones, tablets plus 2-in-1s, and PCs is set to grow from 1.8 billion units in 2014 to 2.5 billion units in 2019. During that time, smartphones will grow to represent the overwhelming majority of total smart connected device (SCD) shipments, dwarfing both tablets and PCs in terms of shipment volumes.

To read the full press release, which includes a data table showing shipments, market share, and year-over-year growth for the worldwide SCD market in 2014 and 2019, please click here. 

Follow-up questions can be directed toward these IDC analysts:

Tom Mainelli (tmainelli@idc.com and 650-350-6455)

Melissa Chau (melissachau@idc.com and +65-6829-7713)

Ryan Reith (rreith@idc.com and 650-350-6242)

Google Says Millennial Influence on the Rise in B2B Buying

AdAge

Millennial influence within b-to-b buying decision groups is growing rapidly, according to a new study by Google and the research house Millward BrownDigital.

According to the study, 46% of potential buyers researching b-to-b products are millennials today, up from 27% in 2012. They’re now the biggest generational group researching b-to-b products for potential purchase. “We saw a big shift in a two-year time span in the number of millennials that are in the b-to-b purchase path,” said Mike Miller, Google’s director of business and industrial markets.

 Google Says Millennial Influence on the Rise in B2B Buying

The data comes from more than 3,000 interviews conducted in 2014 and Millward Brown’s multi-million person panel of internet users who allow the collection of their browsing behavior. Mr. Miller said he believes millennial influence is growing as the baby boomer generation moves toward retirement age. He also cited overall economic growth as a factor bringing more millennials into b-to-b businesses.

Digital Signals
Google also studied the digital behaviors of those participating in b-to-b buying decisions and found a big shift in mobile usage. Thirty-four percent of people involved in the b-to-b buying decisions in 2014 used their mobile devices across each stage of the purchase. In 2012, the number was 18%. Mr. Miller said he believes the increase indicates more b-to-b marketers are buying on mobile devices, as opposed to just researching there.

Continue Reading… 

A New Way To Get Your News

Business Insider

Blendle, an exciting Dutch startup that has attracted 200,000 users in the region to a platform that lets readers make micropayments for individual newspaper and magazine articles rather than having to sign up to monthly digital subscriptions, has just got even more exciting.

The New York Times (which is also an investor in Blendle), The Washington Post, and The Wall Street Journal have signed up to the platform.

That’s huge. Until now, only Dutch publishers had signed up to Blendle. The company had managed to convince pretty much all the major newspaper and magazine publishers in the Netherlands to come on board, but its chances of scale were limited at best because its content was restricted to the Dutch language.

But now, as Blendle’s founder Alexander Klöpping states in a press release: “It’s a great honor that three of the most important newspapers in the world will start working with us.”

It also shows that major US newspapers are willing to experiment with how they charge readers to access their content online.

Earlier this week, at the Digital Media Strategies conference in London, Klöpping hinted that Blendle is looking to expand in France or Germany next. Blendle’s press release announcing its new partners confirms the platform will be expanding internationally this year.

Here’s how Blendle works: Users register for Blendle and put in their credit-card details just once at the beginning of the process in which they create a newsfeed of stories about the topics in which they are interested. When they click on a headline, the app/website takes a small payment. And — perhaps the most intriguing part of the whole offer — if readers don’t like an article, they can get an instant refund if they provide feedback.

On average articles cost 20 cents each, according to Blendle. The pricing per article is set by the publisher. The revenue split is roughly 30/70 between Blendle and the publisher.

Infographic: Emotionally Charged B2B Marketing

IDG Connect 0811 Infographic: Emotionally Charged B2B Marketing

Large buying teams and mixed constituencies make it more difficult to sell effectively. Buyers are people first, buying team members second which causes emotion-based goals influence buying decisions.

IDG Connect’s emotional and buyer personas research has found that emotion plays a critical role in the decision making process.

This infographic outlines:

  • The 3 distinct persona types in buying teams
  • Why it pays to arm to the advocates
  • 4 Steps to leverage emotion in your persona pursuit

EmotionalMarketing Infographic: Emotionally Charged B2B Marketing

Download full infographic here…