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Which Content Marketing Initiatives Are B2B Tech Marketers Working On?

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. View the infographic below to see which content marketing initiatives B2B tech marketers are working on today and tomorrow…

Download the full report here

WATCH A VIDEO on paid, owned, earned content marketing trends from this research

CMI Initiatives 19 Which Content Marketing Initiatives Are B2B Tech Marketers Working On?

IDG Communications Launches ABM360™ for Comprehensive Account-Based Marketing

Business Wire

–World’s Leading Tech Media, Data and Services Company Will Provide Sophisticated Lead Generation, Engagement and Targeting Solutions for BtoB Marketers–

IDG Communications today announced the launch of ABM360, a powerful suite of account-based marketing solutions. ABM360 combines IDG’s industry-leading knowledge of the BtoB technology buying cycle with IDG’s 1st party intent data, account-based media, demand generation and marketing services to enable marketers to identify purchasing intent at the company and decision maker level.

Technology marketers continue to be challenged by delivering the right message, at the right time, to the right buyer. ABM360 is the only truly global account-based marketing solution that leverages digital display, demand generation, and data solutions to help marketers identify purchasing intent.

“Mediacom has already come to rely upon IDG’s ABM solutions as an integral part of our clients’ campaigns,” said LaShena Huddleston, Media Director, Mediacom. “We’ve run dozens of campaigns using these tools, and they have proven to deliver a winning combination of innovation and most importantly, results.”

ABM360 reflects IDG’s core capabilities across all facets of technology marketing. By combining IDG’s 1st party personal and contextual data with its demand generation, media, and creative services, ABM360 gives marketers unprecedented global access to the companies and decision makers that matter most.

“IDG’s focus on delivering results has been a game-changer for HP Fortify,” said Majken Pullin, Americas Security Campaign Manager at Hewlett-Packard. “Our use of IDG Sonar, a component of ABM360, shows us that IDG understands the technology industry and buyer intent better than anyone.”

The comprehensive solutions in the ABM360 suite include:

  • Target Account Media – A media targeting solution that helps reach account lists at scale to drive awareness and interest
  • High Intent Media – A solution that applies intelligence to surround high intent accounts with targeted media
  • Creative Personalization – A creative solution that drives better engagement through the use of media that dynamically personalizes based on company data
  • Target Account Lead Generation – A lead generation solution that helps marketers focus on only the accounts with the greatest potential for their business
  • IDG Sonar– A data-enhanced demand generation program which provides actionable sales intelligence at the company and individual decision-maker levels. Sonar intelligence derives intent from IDG’s 1st party data combined with 3rd party data and validates that intent with a BANT-style qualification
  • Deep Media Nurturing – A content marketing program that uses highly-targeted, personalized media to nurture individuals through the purchasing cycle

“IDG knows the technology purchase process better than anyone,” said Michael Friedenberg, CEO, IDG Communications. “This expertise led us to create a suite of ABM products that specifically helps technology marketers identify company purchasing behavior and the people driving these decisions. IDG is the only company to leverage digital display, data and demand generation on a global basis to unlock revenue for marketers and deliver real ROI.”

In the coming months, IDG will be layering new products into the ABM360 suite that leverage predictive analytics and additional advanced data segments.

 

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IDG.tv to Unify Global Video Content

Yahoo! Finance

IDG Communications today announced strategic enhancements that will allow IDG.tv to give marketers unprecedented video reach, distribution and targeting in 97 countries and provide even more compelling video content to its audiences.

The company is unifying all of its video content from its tech media properties on a global basis, and recently launched IDG Studios, creating core content for its channels as well as original, episodic programming on IDG.tv for both enterprise and consumer technology audiences.

According to comScore Video Metrix, IDG was the #1 tech property in video in March 2015 with 9.93 million total unique viewers, thanks to its trusted and engaging insights, analysis and reviews from premium trusted media brands including CIO, NetworkWorld, MacWorld, PCWorld and outpacing its the nearest competitor AOL Tech by over 3.5 million unique viewers.

“IDG is a global, tech video content and distribution powerhouse. Our premium owned and operated brands and the broad reach of IDG TechNetwork, is a winning combination,” said Dina Roman, General Manager, IDG.tv. “Add to that a slate of original programming that offers unique sponsorships for marketers, and a unified, scaled global distribution platform that we can curate and control, IDG continues to provide a wide variety of targeting opportunities across an affluent, tech-savvy audience.”

As part of its new unified content strategy, IDG.tv will offer a consistent video programming calendar, with seasonal consumer and technology event-based themes, across all of its properties as well as on more than 500 sites in the IDG TechNetwork. IDG Studios’ new and original episodic programming will include original content for viewers, such as Hardcore HardwareBreakout Startups and WorldTech Update, as well as custom editorial series created on behalf of some of the world’s largest technology marketers.

Kyle Kramer, a proven digital video expert, was recruited from Vox Media to serve as IDG’s VP of Video Programming. Kramer served as Head of Production at Vox Media where he oversaw studio operations and award-winning production for all Vox Media properties, including The Verge, Polygon, SB Nation, Eater, Racked, Curbed & Vox.

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‘Dirty’ Data & Email Subject Lines

IDG Connect Marketers

This week’s marketing news roundup focuses on marketers wasting time on ‘dirty’ data and which email subject lines are most effective.

‘Dirty’ Data

Data is vital for B2B marketing but it looks like marketers could be wasting their time and effort on dirty data. According to a Spear Marketing Group recent poll, 54% of US B2B marketing executives estimated that over 25% of their marketing database included old, inaccurate, unusable or duplicate leads. Furthermore the majority of respondents described the accuracy of their data as “fair,” or “bad”. This problem also often manifests itself as a barrier to marketing across multiple channels.Econsultancy has found that 42% of marketers say inaccurate contact data is the biggest barrier to multichannel marketing.

‘Dirty’ data is not only wasting marketer’s time, it also affects the bottom line. Experian Data Quality research has found that the cost of inaccurate data has a direct impact on the bottom line of 88% of companies, with the average company losing 12% of its revenue.

Even though marketers have identified this problem, it looks like they’re reluctant to use solutions to overcome it. With 46% of respondents not employing such tools to automatically enrich, append, clean or de-dupe leads before they entered the system.

Email Subject Lines

Email subject lines can determine the success of your campaign. With so many emails flooding into mailboxes, competition is getting stiffer. And no matter how good your email design is, it won’t be seen if your email subject if it’s not engaging. Return Path’s recent study analysed nine million subject lines received by more than nine million subscribers to discover which subject lines are gaining the most success.

You may have often heard that shorter subject lines increases your read rate chances however the study has found no relationship between subject line length and read rate. Subject lines with 61-70 characters had the highest read rate and almost twice the read rate of subject lines with more than 100 characters. Even though the study demonstrates a higher read rate in the study, longer character emails only comprised of just 6% and 3% of the study. While the most commonly used length was 41-50 characters, in one-quarter of emails analysed.

The research discussed that even though there isn’t a relationship between subject line length and read rate it explains marketers should not pay attention to length. Mobile devices display subject lines in different ways and the research suggests that it’s more important to place a CTA at the beginning of a subject line if the audience is primarily mobile.

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5 Words That Will Kill Your Blog

UnMarketing

You’ve done the hardest parts of writing a blog post: Gotten the reader to your site, evoked a strong enough emotion to make them feel they need to add to the discussion and leave a comment, and they submit it and see this:

“Your comment is awaiting moderation”

“Your comment is awaiting approval”

“You need to register first”

Congratulations, you’ve just halted the conversation on your post.

For the most part, moderation is used to stop spam from appearing not necessarily to censor comments, but you’re hurting the voice of the very people that can be your biggest evangelists.

There are many issues with this:

  1. When a commenter sees those five words and has to wait for approval, it will stop them from spreading the post until it has been approved
  2. 99% of the time the commenter doesn’t get a notification that the comment has been approved, and so never spreads the original post at all.
  3. The flow of comments is dictated by the blog owners ability to approve comments in a timely fashion.
  4. As soon as a commenter sees that their original comment is awaiting moderation, they will hesitate to comment on anyone else’s comment in the thread.
  5. The commenter doesn’t know if it’s awaiting approval for being a non-spam comment, or that the blog owner is only allowing positive comments.

If the spam issue is your main reason for moderating blog comments, there are a few quick fixes.

  1. Install the Askimet plugin. This well-known, and free for personal use tool is amazing for filtering out spam comments. I average 100+ comments per post, and have only ever had to delete one spam comment that made it past Askimet’s filter.
  2. Use a comment management system like Disqus. That’s the system I use here. It allows threaded comments, meaning I or others can reply in-line to a comment and it makes it linked as a conversation, including emailing the original commenter that someone has replied, so they can return and continue the engagement. It also emails me every time someone comments, and I can reply on my Blackberry in the email, and it will post it as a comment. Not to mention if a spam comment slips through (or a troll) I just reply to the email with “delete” and it’s gone instantly.

There are some valid reasons to moderate comments, such as very sensitive topic-based sites (especially religion, politics, parents against Justin Bieber) and also large corporate blogs that have certain topics that bring out the “special” folks of the world.

But for the most part I see moderation being done on the very blogs that need comments: the ones that don’t have many at all. Especially when you’re starting out, let the conversation flow. Create community and engagement. The comments on my posts are 10X better than my original post. Why would I want to stifle that?

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What Google’s Mobile-First Rules Mean For Your Marketing Strategy

Marketing Land

The news that Google was rolling out a mobile-friendly algorithm should have come as no surprise. As the search giant revealed yesterday, mobile search queries on smartphones now outnumber those on tablets and desktops.

Nonetheless, the announcement was unprecedented in one respect: Google ostensibly manages some 200 algorithms that govern how websites are ranked in its search engine, but changes or adjustments rarely, if ever, trigger public notice. This time, Google announced the change in mobile search months ahead to give companies time to optimize websites for mobile users.

It’s a clear signal. We now live in a world in which mobile increasingly comes first — and that means marketers need to deliver mobile-friendly experiences.

Google Redefines Mobile-Friendly

What’s at stake? Portent, a market-research firm, ran tests based on the new rules and found that, “40% of the leading sites failed Google’s ‘mobile-friendly’ test and may be down-ranked in search.”

Under the new mobile rules, Google will be giving preferential search rankings to sites optimized for mobile. Or, as Google said, “This test will analyze a URL and report if the page has a mobile-friendly design.” The change will affect mobile searches in all languages, Google says, and have a “significant impact on search results.”

Google defines “mobile friendly” as sites featuring readable text without zooming, content sized to a smartphone screen (no horizontal scrolling required), easy use of links and the absence of applications not customary in mobile like Flash. Sites not meeting this standard will likely fall in search rankings, although strong content will continue to be rewarded.

At this point, the rules relate to searches on smartphones, but it’s likely only a matter of time until tablets are added.

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How to build audiences with single-subject news products

American Press Institute

As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic.

Topic, not demographics or habits, is now the biggest factor determining where people turn for news. Convenience also matters. These are among the most important findings from the Personal News Cycle research API has conducted along with our partners AP-NORC in our ongoing collaboration called the Media Insight Project.

Readers can now find global, dispersed communities for their passions, which creates new markets for news and media organizations to cover these narrow interests and passions in depth. By creating deep communities around topics that extend beyond geography, publishers can find new business opportunities.

There are many reasons a publisher would want to create a single-subject news site. Among them, single-subject sites can:

  • Attract a new audience and deepen the loyalty of an existing audience
  • Expand upon your existing strengths in a cost-effective way
  • Build a new, innovative product under your company’s brand, but with the flexibility of an independent sub-brand

The single-subject strategy can work well even for relatively small or local publishers. Developing a single-subject news product isn’t just for established brands with endless editorial, technical and sales resources. In this study we specifically sought examples of a wide range of news organizations — from big to small, newspapers and magazines, and examples from around the world.

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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

Watch a VIDEO on paid, owned, earned content marketing trends from this research

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

The infographic below states which content marketing initiatives B2B tech marketers are working on today and tomorrow. Click here for more info. 

CMI Initiatives 19 B2B TECHNOLOGY CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA

Middle East Buyer Behavior

In the first part of IDG Connect Asks research series, we look at buyer behaviour in the Middle East. We surveyed 495 IT professionals in Middle Eastern countries: Turkey, UAE, Saudi Arabia, Qatar and Bahrain.  372 respondents were from the non-tech industry while the further 107 were from the tech industry.  Respondents were asked a multiple choice question; “When you participate in a purchase decision as part of a buying team which of the following phrases best describes your approach?”.

IDG Connect Buyer Behaviour Regional Research – Middle East

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