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Research Highlights Goals and Challenges of Alliance Marketing

 Research Highlights Goals and Challenges of Alliance Marketing

Companies are turning to alliance partnerships to help drive revenue and demand generation according to the 2014 B2B Alliance Marketing Report produced by the B2B Technology Marketing Community on LinkedIn and sponsored by IDG Enterprise—the leading enterprise technology media company comprising Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld. The study was conducted to gain insight into the tactics, success measurements, funding and resources needed for alliance marketing.

“We have seen a surge in alliance partnerships as companies look to provide unified solutions instead of disparate products,” said Michael Latchford, vice president of IDG Enterprise’s Alliance Marketing Services. “We are excited to sponsor this research and share insights into how companies are addressing alliance marketing so that marketers can compare their efforts with their peers and build strategies for going forward.”

Alliance Marketing Report Highlights

  • Alliance partnerships are growing. A majority of respondents (62%) anticipate increasing the number of partners they work with in the coming year. (Click to Tweet)
  • The top alliance marketing goals are revenue generation (87%), demand generation (72%) and joint sales engagement (66%). (Click to Tweet)
  • To accomplish these goals, most organizations spend between 10-20% of their marketing budget on alliance marketing. (Click to Tweet)
  • Alliance marketers cannot do everything alone; over the next year they will outsource video production, event planning/execution and lead generation. (Click to Tweet)

Click to read more…

Measuring Sales and Marketing based on Customer Outcomes

IDC PMS4colorversion 1 Measuring Sales and Marketing based on Customer Outcomes

Have you ever used Uber X, the freelance taxi service? Half the cost of a cab and twice the level of service. The cars are immaculate. The drivers are almost overwhelmingly nice. They care deeply about your experience. Not because they want a tip. They want your 5-star feedback. That’s so important to their success that they will do almost anything to make sure you are happy. It is a customer first model that works because customers have the ability to give feedback that has direct business impact. It’s the eBay model applied to real world human interaction.
Think of your salespeople as Uber drivers, they interact with customers every day. Your marketing is like the car – is it in the right place at the right time and taking the customer where they want to go? These things matter tremendously to customers and yet we have no means to empower them to drive the behavior of marketing and sales at the moment of engagement. We have customer satisfaction surveys. They are important but lack immediacy and context for sales and marketing.
I recently came across two articles that may be the proverbial starting gun for measuring customer focus. The first from the HBR blog, “Bonuses Should be Based on Customer Value not Sales Targets,” profiles how GlaxoSmithKline no longer calculates sales bonuses based on prescription drug sales but on a basket of metrics related to patient outcomes. The second on the Forbes blog, “The 5-Star Employee, Why we need a Yelp for Business” presents a provocative picture of why employee ratings should be standard practice.
Clearly there are cultural and generational issues at stake and a lot of education needed to make these transformations acceptable and actionable in a way that improves outcomes for everyone. As customer facing technology coalesces around the CX Cloud model, marketers should think about how to get customer feedback more frequently. It will require innovation born of experimentation. Of course, no one wants to rate every piece of collateral. But maybe every third touch or at specific points in the nurturing process. Companies that figure it out will have the great advantage of being able to monitor customer experience and course correct in flight as opposed to relying on satisfaction surveys that are too little too late. Best of all, customers will feel the power of the relationship, something they won’t get from traditional models. Uber X is not better just because it costs less, it delivers more at the same time.

This Megabyte Is Brought to You By: Consumers Ready For Sponsored Data?

MediaPost

The quest for sponsor-underwritten calling and data plans has been with us as long as have outrageous cellular bills and especially cash-strapped youth. There have been three or four schemes I have covered over the year that sought to trade ad views for minutes and megabytes. Some even more ambitious projects like the early 3G, video-centric MVNO Ampd had advertising baked into the model. And arguably we have already seen the ad-supported communications model flourish in VoIP services and the messaging apps.

But as 4G networks get many of us addicted to rich media and speed, the text message or email about nearing your data limit has become all too familiar to many of us. In a survey of 1,000 U.S. smartphone users by Wakefield Research on behalf of Citrix, 82% say they are aware of and fear that their app usage impacts the monthly data limit and have avoided using an app because of this. iPhone owners are even more concerned than Android owners.

For video consumers the caps are real, with a clear majority of those who have viewed at least one mobile stream in a month saying they have passed their monthly package. Only 36% of those who watch fewer than a clip a month have exceeded their limit. Still, that latter figure is perhaps even more revealing. If even more than a third of non-video users are being charged overages, then the issue is a greater quiet concern than many of us expect.

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IDC Analyst Greg Ireland: TV Everywhere Offerings Risk Consumer Confusion

Beet.TV

While an increasing number of cable operators and programmers are making their channels available on digital devices, to cable and satellite subscribers via TV Everywhere, the industry is confusing consumers with a vast array of apps and OTT scenarios, explains  Greg Ireland, Research Manager at IDC, in this interview with Beet.TV taped a the NAB Show.

He also addresses the issue of credential sharing, where log-in information for cable subscriptions are passed around.  While the industry is concerned, he says the sharing is exposing more consumers to access television via digital devices, which he thinks ultimately is a good thing.

Click to view interview with Greg Ireland, Research Manager, IDC

Microsoft CEO Nadella Unveils Data-Analysis Tools

Bloomberg

Microsoft Corp. (MSFT) Chief Executive Officer Satya Nadella touted new products at an event in San Francisco for the third time in as many weeks, part of an effort to re-establish the software maker as an innovator.

Nadella, who took the top job in February, unveiled new tools and software for sifting through large amounts of data to identify trends and patterns at a meeting with developers today at the Bentley Reserve Building.

The company has been rolling out products for corporate clients that are seeking to manage Web-linked devices and crunch the information they generate. Nadella, who took the top job in February after leading the cloud and enterprise group, is working to remake Microsoft for an era where mobile gadgets have become central, corporations run software from remote servers and household electronics get more connected.

“The most imporant thing is to create a data culture,” Nadella said at the event.

Analytics tools are in demand as a greater number of hardware devices, from personal-fitness monitors to thermostats to industrial equipment, connect to the Web, generating a sea of data. By 2020, the amount of information created may reach 5,247 gigabytes per person, according to Microsoft. That’s twice as many bytes of data than liters of water in the world’s oceans, the Redmond, Washington-based company said last month.

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You can’t stop shadow IT, so here’s how to manage it

CITEworld

The traditional walled-garden approach to IT simply won’t work in a world where any user can sign up for a free Dropbox account or put an Amazon Web Services server instance on her credit card. But IT managers will still get fired for embarrassing data leaks. So what can a modern IT department do?

David Hoff, the cofounder and CTO of cloud integration providers Cloud Sherpasand a speaker at the upcoming CITE Conference, says the key is to stop fighting the shadow and establish clear lines of communication with business owners.

“The more walls you put up, the more difficult it is to enforce them,” he told CITEworld. “Take an advisory role. That way the business will come to you and say ‘I need a storage solution, I need something that works from my iPad,’ rather than thinking ‘If I talk to IT they’re going to limit me.’”

Hoff says the most common services used without IT permission are collaboration and file-sharing solutions like Dropbox, Box, SugarSync, and Google Drivem, but he also says it’s “common” for sales and marketing departments to go rogue with products like Salesforce or web hosting services for public-facing web sites. “It goes on the marketing guy’s credit card and nobody’s the wiser until there are integration needs.”

The same goes for departmental iPad apps that go through some API to interact with corporate data. Even developers are getting into the act.

“In some organizations, developers will go start building on Amazon.com because of frustration levels in their own departments with getting the resources they need. Even though they’re in the IT department, a lot of times still gets put on a personal credit card and expensed.”

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How a mobile-first word processor could beat Word for iPad

CITEworld

Bret Taylor got the idea for a mobile-first word processor back when he was the CTO at Facebook, and launched the result, Quip, last summer. But that was before Microsoft really got into the game with a full-featured, touch-first version of Office for the iPad. So does that eliminate the need for products like Quip?

Not at all — the startup says it hasn’t seen any effect on demand at all. “It reflects the fact that people are less interested in typesetting words on a piece of 8.5 by 11 paper,” Taylor told CITEworld. “They did quite a good job on the software, it’s quite well crafted in my opinion. But it doesn’t change collaboration. You can’t have two people edit the same thing at the same time, you still have to go to email to edit anything. They brought PC software to a tablet but didn’t solve the fundamental problem people wanted to solve, which is more effective communications and collaboration.”

That’s the whole design principle behind Quip — it’s not just a word processor, it’s a new way of working with documents that takes full advantage of the way people work with mobile devices.

For example, explains Taylor, “When you share a Quip document, the first time they open it, you get a push notification on your phone.” Then you can open the same document and comment on it with them in real time; the comment stream appears in the left hand side of the app, right next to the document itself. “It’s like walked to the person’s desk and walked through it with them, you’re reading with them, they’re asking question. It changes dynamic. It’s much more informal.”

Taylor says that a lot of early Quip users have said it’s “faster” than using other word processors. “Not faster performance in a technical sense, but because they can expect a response immediately.”

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2014 Mobile Search Advertising Benchmark Report

Arin Software

Working with some of the world’s largest and most sophisticated advertisers, our research uncovered many interesting trends that highlight the increased value of mobile devices as a mission critical channel for advertisers.

Sampling the Marin Global Online Advertising Index, composed of advertisers who invest more than $6 billion in annualized ad spend on the Marin platform, we analyzed data from around the world to create this report.

Use this benchmark data to measure your current campaigns, or review it to help you plan entry into new markets.

The informative report includes 18 data charts covering important trends, including:

  • Increased competition, as cost-per-click on mobile devices rose at a much higher rate than that of the desktop
  • Improving performance, as mobile conversion rates climbed on tablets and smartphones showing consumers have become increasingly comfortable with mobile commerce
  • Mobile click through rate, cost per click, click share, spend share, and conversion rate by device type
  • Click share and spend share by region, featuring data from 13 countries, including USA, Eurozone, UK, Australia, China, Brazil and Japan

Click to get your copy of the white paper now

NIELSEN KICKS OFF FINAL PRE-LAUNCH TEST OF MOBILE AD MEASUREMENT SOLUTION

Nielson Press Release

Nielsen today announced the launch of the final technical trial as it gears up to expand Nielsen Online Campaign RatingsTM to mobile this summer. BrightRoll and TubeMogul, two of the largest video ad platforms in the digital space, will participate. Both companies have been using Nielsen Online Campaign Ratings in an always-on, fully integrated manner for the past eighteen months.

Nielsen Online Campaign Ratings measures the audience of digital advertising and has emerged as the standard for buying and selling online ads, including video ad guarantees. With the addition of mobile, Nielsen Campaign Ratings will become the first and only measurement suite to offer robust insight into a campaign’s full digital and cross-platform audience.

“Mobile has grown quickly to become an important part of brands’ marketing strategy, and as such, advertisers are seeking ways to more accurately measure campaign impact and engagement,” Tim Avila, SVP of Marketing Operations, BrightRoll. “Our clients rely on Nielsen Online Campaign Ratings for independent, third party measurement and we are pleased to be working with Nielsen as they bring this important mobile offering to market.”

“Cross-screen audience measurement is critical for advertisers to leverage the trend of increasing mobile video consumption,” said Jason Lopatecki, Chief Strategy Officer, TubeMogul. “We’re excited to be at the forefront as a beta participant for the Nielsen Online Campaign Ratings mobile offering.”

The expansion of Nielsen Online Campaign Ratings to measure mobile devices will use a similar approach to Nielsen’s Media Rating Council-accredited methodology* for measuring computer and tablet browsers, which combines Nielsen’s industry-leading Cross-Platform Homes panel with data from third-party providers, to measure all ads, including video and display. In addition to mobile browsers, this release will explicitly measure in-app ads for the iOS and Android app eco-system. Other clients, including ABC, have participated in earlier technical trials.

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What’s The Point Of Multi-screen?

MediaPost

I have been writing about second screen before and the definition of what the first screen is and what it can do. Obviously, this topic becomes more interesting to me, now that I work for a company offering the sync between TV and 2nd screen, or TV and digital if you like. But this isn’t a sales pitch, rather an evaluation of what’s happening in the market.

Emarketer’s recent report confirms what many studies have shown over the past few months: our engagement with TV, particularly during the ad breaks, is moving from the TV screen to the mobile, tablet, laptop screens or even portable gaming devices. Interesting enough, though, this particular reports says, the engagement is primarily on the TV screen and not the mobile screen.

Again, this is the chicken-and-egg situation, as most things in digital, whether the main screen is the TV or the mobile one. I use the mobile screen as a synonym for “portable” screens. The study further suggests that when using predominately smartphones we are engaging more on searching the web than on social media. And of social media, sites like Facebook and Twitter seem to be on top, and it could be non-related to what’s happening on TV at all, e.g., no hashtag or show following or liking.

In many discussions, I found out that everyone knows of a correlation between TV and mobile screens. No one knows exactly what and how but, of course, knows there is one. I am not disclosing my secrets here if I say that those screens go hand in hand. We as a nation, as humans, engage more and more with our mobile devices. We use them to check our bank statements, our social status, our text messages, emails, forums, or search for ideas, order books or toys or groceries. The mobile is our daily device with wearable tech usage and usability growing to become connected to mobiles and monitoring us 24/7.

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