White papers, webinars are leading SMB content pieces used for lead gen
Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.
As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.
FRAMINGHAM, Mass.– The worldwide smart connected device market, comprised of PCs, tablets, and smartphones, is forecast to grow 27.8% year over year in 2013, slightly lower than the 30.3% growth in 2012. The growth will be driven by tablet and smartphone shipments, while the PC outlook has been lowered by 10% in 2013. As a result, the International Data Corporation (IDC) Worldwide Quarterly Smart Connected Device Tracker expects tablet shipments to surpass total PC shipments (desktop plus portable PCs) in the fourth quarter of 2013 (4Q13). PCs shipments are still expected to be greater than tablet shipments for the full year, but IDC forecasts tablet shipments will surpass total PC shipments on an annual basis by the end of 2015. Smartphones will continue to ship in high volumes, surpassing 1.4 billion units in 2015 and accounting for 69% of all smart connected device shipments worldwide.
In terms of shipment value, the worldwide smart connected device market will again exhibit double-digit year-over-year growth of 10.6% in 2013, but this growth will gradually slow to just 3.1% in 2017. The tapering revenue forecast reflects the increasing impact of low-cost smartphones and the white box tablet market. Worldwide smart connected device value is expected to be $622.4 billion in 2013, of which $423.1 billion will come from the sub-$350 smartphone and sub-$350 tablet segments collectively. “At a time when the smartphone and tablet markets are showing early signs of saturation, the emergence of lower-priced devices will be a game-changer,” said Megha Saini, Research Analyst with IDC’s Worldwide Quarterly Smart Connected Device Tracker. “Introducing new handsets and tablet devices at cheaper price points along with special initiatives like trade-in programs from Apple and BestBuy will accelerate the upgrade cycle and expand the total addressable market overnight.”
With IBM preparing to furlough most of its U.S. hardware staff, computing traditionalists are reminded once again that the personal computer as we know it is on its deathbed. The question for most of us is whether to keep our PCs on life-support or pull the plug.
Last week, Forbes’ Alex Konrad reported that hardware — including servers, power and storage systems — “had been the worst performing division for the company, down 12 percent year to year,” according to IBM’s 2013 Q2 results. No, the news didn’t concern its PC business, which Lenovo bought back in 2006. But the specter of hardware decline in general highlights the decline of the PC.
Make that the accelerating decline of the PC. In March, IDC predicted that the global PC market would shrink by 1.3 percent in 2013. By May, IDC revised its 2013 forecast, predicting a decline of 7.8 percent. And that 7.8 percent fall comes on the heels of the 3.7 percent decline in the global PC market that IDC tracked in 2012.
When it comes to the mobile space, an important line is being drawn in the ether: that of influence by not necessarily conversion. New data out from L2 Think Tank indicates that mobiles are using increasingly using their devices – only not for purchasing Meanwhile, a new study out from ReRez Research on behalf of Symantec shows how quickly – or not – many brands are adopting the mobile space. According to the results:
• 66% say the benefits of mobile outweigh the risks
• For ‘Innovator’ businesses – those adopting mobile early – 28% use Android devices, 26% use iOS devices
• Three-quarters of Innovators have company polices for the use of ‘work’ smartphones/tablets
• Innovators have shown 44% revenue growth and 34% profit growth\
• ‘Traditionals’ – those adopting mobile more slowly – have shown 30% revenue growth and 23% profit growth
On Aug. 30, 1982, 16-year-old V.A. Shiva Ayyadurai was issued a copyright for a computer program he named “EMAIL.” As “email” celebrates its 30th birthday, it continues to evolve in response to the increasing demands and expectations of consumers for personalized service. Marketing has become a 24/7 job, and email is an increasingly important part of that job. In fact, consider the following statistics that show how smart marketers are using email to fuel growth:
However, for the consumer brands and FMCGs on the list having a strong social media presence is an important marketing consideration. Go-Gulf.com has put together the infographic below to highlight the key social media statistics for the big corporate players. It found that 58% have an active corporate Facebook account compared to 62% with an active Twitter account.
Unsurprisingly Coca-Cola has the most number of Facebook ‘likes’ with more than 40m, while Starbucks comes in second with just under 29m. Interestingly, the number of blogs per industry have almost all decreased – perhaps suggesting a focusing of efforts – with only minor growth in terms of new Fortune 500 companies embracing Facebook and Twitter.
Worldwide social network ad revenues are still going strong and set to grow nearly 50% this year, according to eMarketer estimates.
eMarketer forecasts advertisers will spend $7.72 billion on social network advertising this year, including paid advertising on social sites and in social games and applications. This year’s growth will be even faster than in 2011, though in 2013 and 2014 eMarketer expects growth rates to fall—but remain in the double digits.
These three formats will make up upwards of 80% of all spending through 2016, eMarketer predicts. Search is and will remain by far the leading format, although its share of total online ad spending will slip slightly from 2012 to 2016 as online video ad spending nearly doubles its share from 7.9% in 2012 to 15% in 2016.
It is a shame that after so many years of advancement in digital media planning and buying, it is still such a pain to pull USEFUL reach and frequency-related stats from ad servers. Granted that major ad servers like DoubleClick or Atlas all feature reports that would give you reach frequency numbers in some forms. Unfortunately useful insights you can glean from their standard/free offerings can be quite limited. If the standard reports on impressions, clicks, conversions are the benchmark of what a campaign report should look like, reach frequency reports fall far short of that standard in two areas:
First of all, standard ad-server reach and frequency reporting does not always allow the kind of slicing and dicing that planners/analysts need to understand campaign performance. Rather, standard reporting in this area generally contains only campaign-level information at a canned up-to-now or weekly/monthly intervals. The truth of the matter is that measurement of campaign effectiveness for optimization purpose is an exercise that should go far beyond how the campaign has been performing on overall level at a rigid/pre-defined time interval. Good optimization practice is usually preceded by deeper understanding of how each site/placement/creative has been faring, so that intelligent decisions can be made and appropriate fine-tuning can be carried out by pulling such media levers as capping frequency level, shifting media dollars across site/placement, or throwing out non performing creative assets.