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Marketing News Roundup: Facebook News Feed, Personalisation & Email Still the Most Effective Tactic

IDG Connect 0811 Marketing News Roundup: Facebook News Feed, Personalisation & Email Still the Most Effective Tactic

These are my top pick of marketing stories from the last week. I will be focusing Facebook’s update to its news feed, what data marketers use for personalisation and email marketing still the most effective digital marketing tactic.

Update to Facebook News Feed

Facebook has announced that it will be making changes to its news feed so users will see less promotional content. Mentioned in a recent blog post, the company is responding to a survey it held of users. The findings found that Facebook users view the news feed too promotional with a lack of context. And with Facebook’s declining popularity it’s important for the company to listen to its users.

But what does this mean for business page advertising? By eliminating the advertising from its news feed, advertisements will just appear on right column of any page on the site and in the right column on the sites search results. In its blog, Facebook says that Pages will still be important as ever. It also plans to increase its investment in Pages by building new features such as messaging, customised industry pages and video and photo content.

Marketers Use Personal Data for Personalisation

Personalisation is becoming a popular topic amongst marketers. As vast amounts of content is being continuously produced, marketers have begun to see the need to personalise. Over five in 10 marketers agree that the ability to personalise content is a fundamental to their online strategy according to Econsultancy’s recent report.

The report found that 65% of marketers are using personal data such as name, gender and location to personalise their web experiences. Which isn’t surprising as this is the most common personalisation seen across web content. Other forms of personalisation marketers are beginning to adopt is user preferences (45%) and purchase history (38%).

The report also discovered which personalisation has the most impact on ROI. This showed that while personal data is the most commonly used personalisation, 70% of respondents find purchase history has had the biggest impact on ROI.

This demonstrates that while marketers are using the common types of personalised content this always doesn’t mean it’s the best. It could be considered that consumers expect basic personalisation from their web experiences but its marketing’s job to enhance the experience by offering additional personalisation.

Check out our recent top tips blog post to help create an effective personalised marketing campaign.

Email is Still the Most Effective Type of Digital Marketing

While there has been many digital marketing tactics added to marketing’s tool belt, email is still seen as the most effective digital marketing type. In fact, 54% of marketers see its effectiveness in Ascend2 recent digital marketing strategy report

Continue reading…

2014 B2B Content Marketing Report

 2014 B2B Content Marketing Report

IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.

Key findings include:

  • Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
  • Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
  • The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
  • Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
  • LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)

This new Content Marketing Report is based on over 600 survey responses from marketing professionals.

View the slides now… 

Top Tips: Creating Effective Personalised Marketing Campaigns

IDG Connect 0811 Top Tips: Creating Effective Personalised Marketing Campaigns

04 12 2014 creating effective personalised marketing campaigns Top Tips: Creating Effective Personalised Marketing Campaigns


Julie Hesselgrove is group president, Communication and Marketing Services at
Xerox. Julie has over 30 years’ experience and in that time has seen industries evolve and adapt to meet changing customer demands. Today, she believes that the biggest challenge facing organisations across Europe is their communications infrastructure. Julie’s passion for innovation and improvement is put to good use in her current role – leading and developing a team with considerable market experience – to deliver solutions that will help our clients overcome their biggest marketing challenges. 

Julie shares her top tips on creating effective personalised marketing campaigns.

 

As consumers we are bombarded with marketing messages every waking hour. Our commutes, our choice of shop, the TV we watch, the devices we use; everything is a marketing channel.

As a result we are increasingly adept at ‘tuning out’ marketing noise. It’s an act of self-preservation. Which means capturing our attention and cutting through the noise relies almost entirely on being engaging and personally relevant.

On the whole, consumers are spending more in the UK. Which means that the opportunity for returns from personalised marketing is real. Creating satisfied customers equates to improved conversion, increased retention and higher customer spend. In other words, a win-win.

To create a truly personalised campaign, as ever, the devil is in the detail. But the good news is that personalisation is now more achievable to marketers than ever, thanks to new abilities to track, measure and respond to consumer interactions in real time, while deploying data analytics to get a real understanding of traction. Here are five steps towards giving your communications that personal touch.

1.       Live in the now
In the age of the ‘always on’ customer, the expectation is that every web page, mobile or tablet interaction, and piece of printed communication will acknowledge the customer’s real-time preferences. As a consequence, the focus is on real time interaction management – creating content in ’the now’ that responds to the customer’s current actions – not just historic preferences.

Using data analytics will help you move from being descriptive (based on past transactions) to being contextualised and predictive (based on what’s happening now). But also consider creating pre-written content to push out when your customer’s circumstances change to build a more intuitive personalisation that responds to the customer as if in a conversation.

2.       Think digital
One of the biggest challenges for many businesses is embracing the digital business model and changing cultural norms within the organisation. We still see companies that are too comfortable with monolithic, legacy systems that are difficult to update. Moving to more agile, customer-centric platforms creates an ecosystem where the business does not have to own all parts of the system.

3.       Outsource the process
More and more large organisations are turning to third-party experts to handle the huge amounts of data that they now need to act upon. Through outsourcing they are able to make short-term gains by reducing costs, replacing platforms and helping a business unit solve problems. For the customer this translates to a more seamless and agile communications experience.

Continue reading… 

7 ways to use social media to attract holiday shoppers

CITEworld

Marketing and social media experts share their tips on how to use social media to get people talking about – and buying – your products this holiday season.

How can social media help businesses drive traffic to their ecommerce or bricks-and-mortar sites this holiday season? CIO.com posed that question to dozens of marketers and social media experts. Following are their top seven strategies for how to use Facebook, Twitter, Pinterest, Instagram and YouTube to engage customers and get them – and their friends – to check out (and hopefully buy) your holiday offerings.

1. Use a festive cover photo on your Facebook page (Twitter, too). “One of the best pieces of real estate to leverage [this holiday season] is your Facebook cover photo,” says Melissa Ward, managing partner, NewWard Development, which provides social media and Internet marketing and website design help. “Change your Facebook cover photo to [something that you are promoting this holiday season] and be sure to include a link to the URL in the description.”

When choosing a holiday cover image, “consider seasonal photos that will connect emotionally with your audience, highlighting both your brand and message,” says Jay Hawkinson, senior vice president, Emerging Products, SIM Partners, which provides digital marketing solutions. Just remember to “be subtle and discerning with holiday colors and themes, and avoid being garish.”
2. Create holiday-related boards on Pinterest. “Create gift idea boards on Pinterest with gifts from all around the Web and a few of your own products thrown into the mix,” say Michelle Friedman, director of Marketing, Medical Scrubs Collection. “Add Pin It buttons to product pages on your site and feature ‘most pinned items’ on your home page.” And “make sure that your Pinterest pins feature well photographed, [attractive] images” that will appeal to holiday shoppers.

3. Create a fun holiday YouTube video and include a hidden offer code. “Create a fun [holiday] video with a hidden offer code,” for, say, 10 or 20 percent off a purchase, or free shipping or a free gift, suggests Juan Velasquez, marketing specialist, DoItWiser, a provider of toner cartridges and green office supplies. Just be sure to “let people know there is a discount code hidden somewhere in the video to encourage active viewing and sharing” – and include a link to a dedicated landing page in the description.

4. Use holiday-related hashtags on Twitter and Instagram. On both Twitter and Instagram, “be sure to research and use appropriate holiday hashtags, e.g., #HoHoHo and #Christmas2014, with your posts,” says Michelle Garrett, owner, Garrett Public Relations. “Experiment to see what works best. And include a dedicated URL to track those who click through.”

Other popular holiday Twitter and Instagram hashtags include #holidayshopping, #christmasgifts, #stockingstuffer and #wishlist.

5. Blog or post about holiday-related topics of interest to your audience. “Write blog posts that tie into the holidays,” suggests Garrett.

For example, you could “provide advice on what to wear and/or bring to family parties or corporate events or [provide suggestions on] gift giving,” says Adam Forrest, senior director, Americas Marketing, Demandware, a scalable commerce platform for enterprise retail.

Continue reading… 

How technology is changing the way we plan and experience events

Mashable

Events and event planning are evolving into new, dynamic formats. Old models are falling away and technology is giving both planners and event participants an opportunity to grow and revisit the underlying ideas about how event spaces work.

“It’s been fascinating watching just how fast things have changed,” said Brian Solis, principal at Altimeter Group, at a New York conference this year. He spoke about next steps and generational shifts in the ways we approach and interact with the events we attend.

“We all have to think — as planners, as organizers, as experience-architects — what that will look like,” Solis said. “There was a time we’d ask you to turn your phones off. There was a time when we wouldn’t provide Wi-Fi. And there was a time when we actually expected you to make eye contact with the person on a stage. Now, I’m actually better off if I just see your foreheads lift up. It means you’re sharing the experience.”

Let’s look at some of the new roles technology is playing in the events landscape — key fronts where it’s changing the planning and experience we’ve come to expect.

1. From passive to engaged

The ways attendees’ expectations have changed is due largely to technology in the event space.

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,”

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,” says Brent Turner, vice president of solutions atCramer. “The expectation for attendees is that they can be engaged. From the easy stuff — polling, contests, social curation — to environmental changes, such as how IBM has changed their product-demonstration approach at events, or a recent augmented-reality experience we created for UPS … to nuances like RFID tags that personalize digital signage, people expect to see themselves as part of an event.”

2. Social media as a shared planning tool

Event participants already share their in-event experiences in real time via Twitter, Facebookand the like. With that as a given, now comes a newer drive on the planner’s side: To place more control of events in their audience’s hands.

TwitterFeed1 How technology is changing the way we plan and experience events

South by Southwest, for example, allows registrants to interact in the social space to pick panelists; some 30% of its panels are crowd-chosen in this way. Twitter contests can push for conversions by offering prize registrations, sure — but at your event, social platforms can create opportunities as well. Place prizes or gift cards at key locations and tweet a photo of them, for example. Attendees who find the rewards will be pleased, but perhaps even more importantly, planners can use the tech-augmented action to direct traffic to spots and programming that they want to emphasize.

Continue reading… 

BuzzFeed says social rules and it is bigger than most TV networks

Gigaom

Although it is still relatively new as far as media entities go, BuzzFeed has become one of the leading new-media players, thanks in large part to its command of the social web, an ability to craft viral content and a large fan base among millennials. True to form, the company has created a visually-rich index of factsabout its size and reach — numbers which help explain how it was able to raise $50 million in a recent financing round.

As a caveat, it’s worth noting that the presentation is clearly designed to be a sales pitch for the company’s native advertising efforts, and so there are no links to or discussion of any of the data used to compile the charts. Most of the figures come courtesy of the site’s Google Analytics data, or from firms like Nielsen and comScore.

One of the core principles behind BuzzFeed is that social sharing is more important than search, so it’s no surprise that the main driver of traffic (which is estimated to be about 150 million unique visitors per month) is social — in fact, the company says that its social traffic is five times larger than its search traffic.

 BuzzFeed says social rules and it is bigger than most TV networks

Although social has grown to become one of the leading sources of traffic to most web content, the advertising industry still hasn’t quite caught up to this development, as shown by a BuzzFeed graph courtesy of eMarketer and Shareaholic — which says that social accounts for 30 percent of referral traffic but only 14 percent of advertising budgets.

 BuzzFeed says social rules and it is bigger than most TV networks

The other major shift in content consumption is mobile, and according to BuzzFeed the two are interconnected, in the sense that a majority of the site’s social traffic comes from mobile, and its share rates on mobile are twice as high as they are from its desktop users.

What’s the right news experience on a phone? Stacy-Marie Ishmael and BuzzFeed are trying to figure it out

Nieman Journalism Lab

Few weeks ago, we wrote about BuzzFeed’s hiring of Stacy-Marie Ishmael, formerly of the Financial Times, as the editorial lead for their forthcoming news app. Product leadNoah Chestnut, formerly of The New Republic, has been working on building a product that will serve news in a mobile context to core BuzzFeed News readers for a few months now.

stacy marie ishmael1 300x177 What’s the right news experience on a phone? Stacy Marie Ishmael and BuzzFeed are trying to figure it out

Ishmael helped start one of the FT’s first blogs, Alphaville, which allowed the paper to experiment with tone for the first time. Connecting with digital financial communities eventually inspired Ishmael to look into how the paper could build a deeper relationship with its readership offline. As vice president of communities, Ishmael worked closely with teams including FT Live, the events business of the FT which hosts some 200 conferences a year.

But BuzzFeed offers Ishmael the opportunity to explore an area she’s never taken on directly — general news. She’s been thinking a lot about ways to reach BuzzFeed’s audience on mobile, like push notifications, email newsletters, and Twitter cards. Both she and Chestnut want to find a way to predict users’ information needs without asking them to commit time to establishing preferences and to provide an overall delightful experience on par with Instagram or Tinder.

As Ishmael has been preparing to leave the FT, Chestnut has been busy building up a staff of developers and researching competitors. During that transition, I had the chance to talk with Ishmael about her plans for the app, including her own mobile media diet, management philosophy, and experience in audience development. Here’s a lightly edited version of our conversation.

Continue reading…

Year of Accelerating Innovation on 3rd Platform: IDC India

IDC PMS4colorversion 1 Year of Accelerating Innovation on 3rd Platform: IDC India

IDC envisions 2015 will be a year of accelerating innovation on the 3rd Platform

Jaideep Mehta, Managing Director, IDC South Asia says, “It has been about two years since organizations started to explore the benefits 3rd Platform technologies could unlock for them. 2015 is finally expected to be a year of widespread adoption of the 3rd Platform – Social, Mobile, Cloud and Big Data. IDC expects the businesses to move from a saturated 2nd Platform to a now thriving 3rd Platform era. Recovering markets, growing capabilities and innovating leaders will act as catalyst during this transition phase making 2015 a significantly positive year for the India IT eco-system.”

IDC revised IT spending growth in the Asia/Pacific (excluding Japan) (APeJ) region down from 8.7% to 5.8% in 2014 followed by a very modest increase to 6.0% in 2015. IT spending growth for the rest of the 2014-2018 forecast period is expected to climb upwards to 6.4% in 2017.

IDC expects the APeJ region to remain a most reliable engine for growth with multinational companies (MNCs) and Asian enterprises alike continuing to relentlessly look to Asia for future opportunities.

More insights will be revealed in a forthcoming report, “IDC Asia/Pacific (excluding Japan) ICT 2015 Top 10 Predictions”.

Drawing from the latest IDC research and internal brainstorming sessions amongst IDC’s regional and country analysts, the following are the top 10 key ICT predictions in 2015 that IDC believes will have the biggest commercial impact on the APeJ ICT market.

1) US$15 billion of government funding in 2015 will turn ICT plans into battlefields innovators

In 2015, IDC expects government ICT investments to be focused on the consolidation and streamlining of scarce ICT resources, the attainment of better management tools for effective decision making, and cyber-security.

In the next two to three years, IDC expects several regional authorities to utilize new sourcing models for transformational ICT, such as 3rd Platform technologies (i.e. cloud, Big Data/ analytics, mobility and social), continued Smart City programs, connected smart machines and intelligent sensors (i.e. edge computing), and the Internet of Things (IoT).

2) 60% of enterprises in 2015 will structure IT into core vs Lines of Business (LoB) IT

In 2015, IDC predicts that 60% of enterprises will structure their IT departments into two functional groups: Core IT and a separate LoB IT function. For larger organizations, these groups will become physically distinct entities, but for most Asia/Pacific enterprises this separation will be logical, as the two kinds of roles will be distinctly different but the reporting structure may not differ.

3) The software-defined battle lines will get defined in 2015

The hybrid cloud, or federated datacenter, is still the current architecture of choice for organizations trying to align their IT infrastructure to the demands of the business.

Looking ahead to 2015 and based on the IDC Asia/Pacific Transformative Infrastructure (TI) Index, between 20-25% of all organizations will already have adopted Software-Defined Networking (SDN), Software-Defined Storage (SDS), or Software-Defined Datacenter (SDDC) to deliver on their hybrid cloud architecture (such as automation, showback and service catalog capabilities) across the region.

4) The agile development team will be in high demand in 2015 with growth in DevOps adoptions

IDC’s IT Services Survey found that 45% of businesses are undergoing or planning to undergo application modernization projects. Their ability to scale up 3rd Platform adoption will require changes to IT operation that bring agility and overcome siloed legacy systems. This need for speed will bring the first big wave of DevOps adoption in the region and will make agile development the de facto norm.

Continue reading… 

Global Social Case Study: C Level Spain LinkedIn Group

DIRECTIVOS DE ESPANA C LEVEL EXECUTIVES LINKEDIN GROUP
ENHANCED COMMUNITY THREADING – SPAIN

GOAL:

IBM NEEDED TO GET 300 ATTENDEES WITHIN ONE WEEK OF THEIR DIRECTIVOS DE ESPANA EVENT

EXECUTION:

IDG SENT EMAIL PROMOTIONS LINKING TO THE DIRECTIVOS DE ESPANA LINKEDIN GROUP AND POSTED POLLS/QUESTIONS TO THE GROUP WEEKLY TO DRIVE ENGAGEMENT

RESULTS:

Screen Shot 2014 11 18 at 6.23.25 PM Global Social Case Study: C Level Spain LinkedIn Group

For more about Enhanced Community Threading…. 

 

 

Social Brands: The Future of Marketing

We Are Social

A very smart ebook was produced by the team at We Are Social (a social agency) to talk about how brands need to become social businesses. This ebook is a fantastic read for all. Below is a quick summary from their site, as well as a link to download the full ebook. Our clients are going through this revolution to become social businesses… what more can we do to help?  / Colin Browning, Director, Social Media Marketing Services at IDG

Social Brands: The Future of Marketing
Social brands aren’t just brands with a social media presence; they’re brands that put social thinking at the heart of all their marketing.

They’re brands that are social, not just brands that do social.

They’re brands that always strive to be worth talking about.

But how can marketers actually build a brand worth talking about?

Building a Social Brand
This is the topic we explore in “Social Brands: The Future of Marketing“, our in-depth eBook that explains how to put social thinking at the heart of yourbrand.

You can download the complete book by clicking here, but here’s a quick overview to get you started:

1. Social equity drives brand equity
The brands that drive the most favourable conversations are the brands that can command the greatest and most enduring price premiums.

01 Everything should drive conversation 500x374 Social Brands: The Future of Marketing

2. Communities have more value than platforms
Marketers need to use new technologies to add new kinds of value; not just to interrupt people in new ways with new kinds of advertising.

3. All marketing must add value
When it comes to people’s attention, interest and engagement, your brand isn’t competing with your competitors – it’s competing with everything that really matters to people. Marketing that doesn’t add value will simply be ignored.

4. Go mobile or stand still
Mobile devices are already vital to half the world’s population. Very soon, if you’re not bringing your strategy to life on a mobile, it’ll never come to life at all.

02 Todays media reality 500x374 Social Brands: The Future of Marketing

5. The rise of the comms leitmotif
Now that marketers are no longer constrained by the crippling costs of broadcast media, we don’t need to distill all our communications down into lowest common denominator messaging. We can tell more complex – and more engaging – brand stories that evolve over time and across channels.

6. From selective hearing to active listening
Social media monitoring isn’t just about post-campaign reporting; the real value lies in listening to the organic conversations of the people that matter to you, and using these insights to develop richer, more tailored strategies.

06 Social listening can add value everywhere 500x374 Social Brands: The Future of Marketing

7. Experiences are the new products
Product differentiation is no longer enough to ensure lasting success; brands need to deliver a more holistic set of emotional and functional benefits that engage people’s hearts as well as their heads.

8. Civic-minded brands are best placed to succeed
Society increasingly expects brands to give back at least as much as they take. As a result, marketers’ concept of CSR needs to evolve away from one of mere guilt relief. We need to see CSR as an opportunity, and use resources to build and nurture communities where people will welcome brands’ presence and participation.

07 Rethinking the concept of brand value 500x374 Social Brands: The Future of Marketing