Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
Marketers should not overlook traditional marketing in the rush to become digital-led businesses as the majority of consumers currently find brands’ online efforts ‘annoying’, ‘invasive’’ and ‘distractive’, a report suggests. Adobe’s “Click Here: State of Online Advertising” study found consumers still prefer “old school” – print, TV, outdoor – advertising to newer online channels, suggesting brands have “a lot of work to do” to capture consumer attention in the digital world.
Print magazines were voted the most popular advertising medium (39 per cent of the poll) in the UK, ahead of TV ads (23 per cent) and websites (12 per cent).
The popularity of print magazines seems to be at odds with where marketers are placing their spend. Ad expenditure on print magazine brands fell 9.4 per cent year on year in 2012 to £1.1bn, according to the latest quarterly AA/Warc report. “Internet spend” – which excludes digital ad spend on news and magazine brands – grew 13.2 per cent year on year at £5.2bn.
Some seven in 10 consumers (70 per cent) said they thought TV ads are “more important” than online ads, particularly those from John Lewis and Guinnes.
SAN MATEO, Calif.– Worldwide tablet shipments continue to surge, growing 142.4% year over year in the first quarter of 2013 (1Q13), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Tablet shipments totaled 49.2 million units in 1Q13, surpassing that of the entire first half of 2012. With growth fueled by increased market demand for smaller screen devices, tablets have shown no sign of slowing down.
Research Conducted by CIO Highlights CIO/CMO Relationship Gaps and Misconceptions to Be Addressed at CIO/CMO Agenda Event
FRAMINGHAM, MA–(Marketwired – Apr 30, 2013) - CIO‘s 2013 CIO/CMO Partnership survey digs into the CIO/CMO relationship from how these executives view each other, to future IT spending. Overall, the results stress that CIOs and CMOs must work together now to ensure investments for automating marketing align with enterprise architecture for maximum business results. The growing need for collaboration and alignment between the CIO and CMO for technology solution adoption — highlighted in the survey — has sparked the launch of the CIO/CMO Agenda event, produced by CIO in partnership with The CMO Club.
CIO and CMO Perceptions The majority of CIOs and CMOs (82% and 77% respectively) describe their relationship with the other as excellent/good and 40% of CIOs and 27% of CMOs believe that the relationship will continue to improve over the next year. One reason for this positive view of the relationship is that respondents most often characterized each other as a consultant or strategic player in technology decisions. However, 14% of CMOs see CIOs as a road block and an additional 19% view CIOs as a risk assessor. One-quarter of CIOs view CMOs as a rogue player (view chart). Adoption of cloud solutions without IT’s approval was also highlighted in IDG Enterprise’s CITE research, including employee use of consumer services (41%) and file sharing tools (31%). To benefit the enterprise, CIOs and CMOs believe that collaboration, agility, innovation, customer insight and influence with the CEO are key to developing a closer relationship, which is necessary for results.
To remain successful, IT leaders must perpetually investigate, prioritize, fund, adopt, and integrate multiple new technologies to support key business objectives. Cognizant commissioned IDG Research to conduct a survey of 200 leading CIOs and IT executives that highlights new technology trends this year. These results give you the 2013 IT outlook of top strategies, priorities and investments.
The rapid increase in smart device penetration in the US means that 26% of Americans surveyed late last year reported owning a laptop, smartphone and tablet, up from 10% in 2011, per results from Deloitte’s latest “State of the Media Democracy” survey. The biggest jump came in tablet penetration, almost tripling between 2011 (13%) and 2012 (36%). The results come on the heels of a report from the NPD Group that the combined number of smartphones and tablets owned by American consumers has surpassed the installed base of computers for the first time.
The NPD Group press release has since been taken down from the researchers’ site, but the release had mentioned that desktop/laptop penetration was at 93% of internet households, tablets at 53%, and smartphones at 57% of cell phone users. A representative from the NPD Group also cautioned that the installed base data refers to the number of devices owned and in-use, rather than household penetration (% of households with at least 1).
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Many still have not begun optimizing email for mobile
The rising prevalence of mobile technology is the top factor affecting email marketing programs in 2013, according to a December 2012 Marketing Sherpa survey of marketers worldwide, sponsored by Vocus. Fifty-eight percent of respondents said that the pervasiveness of smartphones and tablets will affect their email marketing plans in the next 12 months.
Doesn’t anyone want to talk with the Chief Information Officer?
PricewaterhouseCoopers, the big consulting firm, on Tuesday published its fifth annual survey of “Digital IQ,” or how well executives understand the capabilities of modern technology. It also tries to identify what it will take to realize those capabilities (often, not surprisingly, with the kind of services a big consulting firm can provide).
The key technologies in this year’s survey included mobile, social media, big data and cloud computing. The goal, the report said, is not just to employ these emerging technologies to automate or streamline processes, but to use them in innovating faster and better, and to create more valuable products and services. Making this happen, the authors said, requires open and effective communication at the highest ranks.
“We asked business leaders and information technology professors how strong the relationship was between the chief information officers and others at the top of the organization. Then we had them rate it, on a scale of one to five,” said Chris Curran, one of the study’s authors. “We were looking for the characteristics of companies that had a 4.5 or more.”
Of 1,100 companies surveyed, with both information technology and nontechnical executives surveyed in equal measure, just 13 percent had that strong relationship. At least you can’t accuse these respondents of grade inflation.
The greatest top-level disconnect, Mr. Curran said, appears to be between corporate chief information officers and chief marketing officers. “Which is weird, because there is so much energy around big data and analytics,” he said. “It’s creating a conflict.”
Marketers are an optimistic lot. More than a third (34%) of the 2,620 marketing pros responding to a survey fielded by theAmerican Marketing Association andAquent said their levels of job satisfaction increased in 2012. But–all praise Lennon and McCartney–things appear to be getting better all the time for members of the marketing tribe. Forty-four percent of them expect the situation at the office to become even rosier next year.
Faced with mounting pressure to make better use of advanced data analytics and to adapt to rapidly growing channels such as mobile, one could well assume that the marketer’s lot was one of stress and drudgery. But these new challenges may have had a rousing effect instead. “Big changes like this can often cause people to be invigorated in their jobs. Marketers are now able to use data to predict customer behavior instead of just making guesses,” says Nelson Rodriguez, VP of global marketing for Aquent, an agency that provides companies with temporary marketing talent. “They feel they’ll be learning new skills, and that can be exciting.”
Aquent joined the AMA to sponsor the online survey, conducted last November, which sought to discover salary levels, strategies, and trends in the marketing community. A quarter of the respondents worked at agencies, with the remainder representing industries including healthcare, financial services, and retail. They ranged from entry-level marketers to senior-level executives.
As major economies continue to struggle and previously up and coming markets such as Brazil and China mature, IDG Connect investigates opinion on the next emerging markets. With expanded background on Indonesia, Vietnam, Myanmar and Qatar, this paper also presents local opinions from experts on the ground.
IDC predicts that emerging markets will contribute for 53% of 2012’s global ICT growth. Knowing which of these countries is next to boom is invaluable for companies looking to expand or balance lack of growth in more established environments. To test opinion, IDG Connect conducted a straw poll of 675 global IT and business professionals on which country they felt was about to boom and why. This report provides an overview of the results, highlighting the views of the voters, as well as analysing the findings and giving background on the featured countries.