Are you looking to create an impactful content marketing strategy that results in high levels of engagement? This white paper explores the evolving role of content in marketing strategies and the IT purchase process — and how making the right moves directly impacts success.
This white paper will provide insight into:
The role content consumption plays in the purchase process for major technology products and services.
Creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
FRAMINGHAM, Mass.– International Data Corporation (IDC) today released the latest forecast from the Worldwide Semiannual Software Tracker. Year-over-year growth in the worldwide software market for 2013 has been revised to 4.3% in current U.S. dollars. The forecast was lowered from the 5.7% year-over-year growth projected in May because of an important currency exchange rate depreciation in the Japanese yen announced during the second quarter. In constant U.S. dollars, the expected growth rate for 2013 remains very close to the forecast of 5.9%. Despite the fluctuation in currency exchange rates, IDC believes that the compound annual growth rate (CAGR) for the 2012-2017 forecast period will remain close to 6%.
Collaborative Applications along with Structured Data Management Software and Data Access, Analysis and Delivery solutions are expected to show the strongest growth over the five-year forecast period with over 8% CAGR from 2012-2017. “Leveraging the social dimensions of the Internet keeps fueling the collaboration growth, much of which is in the form of software as a service. This is complementary to the increased attention to Big Data & Analytics solutions, which help enterprises to understand and act on anticipated customer behavior and provide new insights into product reliability and maintenance,” said Henry Morris, Senior Vice President for Worldwide Software, Services, and Executive Advisory Research.
On a second tier, Enterprise Applications such as CRM, ERM, SCM, and Operations and Manufacturing Applications show CAGR rates around 6%. “Enterprises are starting to implement applications that either didn’t exist or weren’t needed in the past, such as commerce applications in all industries, not just retail, but also manufacturing, hospitality, food and beverage, and even the public sector. IDC is also seeing applications in categories that didn’t exist in the past (e.g., subscription billing, spend optimization, and revenue management) for requirements that may have been met using custom applications or manual processes,” said Christine Dover, Research Director, Enterprise Applications and Digital Commerce.
On a regional basis, the emerging economies continue to experience stronger growth than the mature economies. The average 2012-2017 CAGR for Asia/Pacific (excluding Japan), Latin America, and Central Eastern, Middle East, and Africa (CEMA) is 8.2% while the average CAGR for the mature regions – North America, Western Europe, and Japan – is 5.4%.
The Cloud may invoke images of effervescence that leaves no trace, but in reality the Cloud means just another data center, along with the accompanying Carbon Footprint. The issue of being Green has never been higher on the agenda, but how do professionals feel about Green IT, and how does this vary either side of the Atlantic? This paper compares the enthusiasm for Green IT between the US and Europe.
A recent report, The Cloud Begins With Coal, calculated that the ICT ecosystem now approaches 10% of world electricity generation. “The zettabyte era already uses about 50% more energy than global aviation.” While in recent years, we’ve seen Greenpeace release the “How Clean Is Your Cloud?” & “How Dirty Is Your Data?” reports, along with a feature-length article in the New York Times entitled “Power, Pollution and the Internet”, which includes the startling quote, “A single data center can take more power than a medium-size town.”
Whether for or against, Green IT has gradually become a major topic within IT in recent years. But has a once passionate and polarised audience become apathetic after years of intense media attention? How does feeling on the subject vary either side of the Atlantic, and do those within IT feel enough is being done to promote the subject? To gauge the levels of enthusiasm and apathy towards Green IT, we surveyed 149 business & IT professionals from Europe and the US and compared the results. Interestingly, the number of US participants proved far lower than European, due to far less enthusiasm for partaking in the survey.
The smartphone industry is full of jargon that is difficult for non-insiders to understand. Charles Arthur at The Guardian recently posted a comprehensive explanation of a few terms that are the most confusing to casual observers, including “market share,” “installed base,” and “shipments.”
It’s easy to get caught up in headlines that point to Android phones having a dominant 80% “market share” in the global smartphone market, and Arthur wants people to dig deeper into that number by understanding what it really means, rather than take it at face value.
His article is a great read but at BI Intelligence we thought it would be useful to summarize his main points, with our definitions in bold:
1. Market share numbers are usually only a snapshot of smartphones shipped by manufacturers in a given quarter. Quarterly market share updates are not very useful on their own.
An example is IDC’s announcement Nov. 12 that phones running the Android operating system account for an 81% share of the global smartphone market.
It’s wrong to extrapolate from these quarterly market share numbers and think that 81% of phones in people’s hands are Android phones. The number just means that 81% of phones shipped in the quarter were Android devices. As Arthur explains, it’s ultimately sales that impact the installed base of devices, but most research firms and press reports actually discuss shipments.
Yesterday, IDC’s CMO Advisory Service had our annual Tech Marketing Benchmark Webinar. This study goes out to close to 100 senior lever marketing executives and represents the largest B2B Tech companies in the world (this year the average company revenue was $9.1B.) The webinar was packed with great information and was a great success. However the overlying question each year is where will marketing budgets sit at the end of the year and what direction are they moving. The results are some good news mixed with trends that point to hard work that marketers need to do around their budgets.
Good News: More Organizations are Increasing their Marketing Spend Than Decreasing
As seen in the graph below, across the entire tech industry a net of 15% of companies are increasing marketing spend versus those decreasing. While it may not always feel like it, there are marketing budget increases out there to be had!
Challenge for Marketers in 2014: Finding the Right Areas that Should Receive More Marketing Budget
Social networks facilitate brand discovery, research and connection
Although social media users’ top methods of discovering, researching and keeping in touch with brands vary, they rely heavily on social networks throughout the entire customer life process, according to a September 2013 study by Wildfire.
Investments in the social advertising space are paying off for companies looking to boost awareness of their brand, product or service. The Wildfire report, which was conducted by Forrester Consulting, found that paid ads on social networks are the top method of brand and product discovery for social network users who engage with brands on social media. Forty-one percent of them reported that’s one way they typically become aware of new goods on the market.
The likes of Bing and Google are consistently beneficial to 34% of social network users in the discovery phase, but opinions from friends and followers on social networks are almost just as useful. Thirty-three percent of those surveyed said they typically discover new brands and products by reading and posting messages on social networks.
Lead generation ranks as the top objective for B2B companies’ digital marketing programs, according to a study released today by Webmarketing123. Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal, while 27% pointed to sales and revenue generation and 17% to brand and product awareness. Not surprisingly, generating enough leads counted as the leading digital marketing challenge, for 21% of respondents, closely followed by producing enough quality content (20%) and converting leads to customers (19%).
The study notes that compared to last year, more B2B marketers cited revenue generation as a top objective, while fewer identified lead generation. That suggests that their digital marketing objectives are starting to more closely resemble those of their B2C counterparts.
Cloud platform provider Citrix released its 4Q 2013 “Citrix Mobile Analytics Report,” offering readers insight into mobile data subscriber usage patterns and their impact on service providers’ networks. Turning to the Android mobile OS and platform, Citrix found that three apps – Media Player, Mobile Browser, and Google Play – account for 83% of Android device mobile data volume. Media Player alone accounts for more than 50%.
Mobile advertising has grown substantially along with the proliferation of smartphones and tablets, according to the report. Mobile advertising now accounts for 1.6% of iOS data traffic and 2.2% of Android mobile data traffic, the report says. For 1Q 2012, those numbers were 1% and 2%, respectively.