In the first part of IDG Connect Asks research series, we look at buyer behaviour in the Middle East. We surveyed 495 IT professionals in Middle Eastern countries: Turkey, UAE, Saudi Arabia, Qatar and Bahrain. 372 respondents were from the non-tech industry while the further 107 were from the tech industry. Respondents were asked a multiple choice question; “When you participate in a purchase decision as part of a buying team which of the following phrases best describes your approach?”.
Approaches to digital marketing in the Benelux
IDG Connect surveyed 53 people based in Belgium, Luxembourg and the Netherlands identifying themselves as marketing directors or mangers, chief marketing officers and vice presidents of marketing marketers, roughly of half of whom work at companies employing 1,000 or more people.
You can find the Infographic below, on this page and download the white paper that analyzes the survey results in detail.
Information technology never stands still, and whilst the pace of its evolution presents marketers with significant challenges it also opens up a wealth of opportunity for companies willing and able to exploit new information consumption trends and software tools to get targeted messages in front of their customers.
Digital marketing strategies can include disciplines as diverse as display and search ads, email marketing, SMS messages, digital events, company websites, search engine optimisation, mobile web and web applications, and social media marketing tools, the combination of which offers unparalleled scope to personalise content to attract new customers, keep old ones and improve conversion rates with timely and relevant offers.
Business is evolving. The explosion of new tech is driving new demands on the enterprise and IT has the integral role of determining the appropriate tech adoptions and investments to drive business objectives. Our infographic, “Emerging Technologies Transforming Enterprise IT: Adoption, Integration, and Investments,” highlights Network World research on enterprise network IT and how they are responding to the challenges and opportunities presented by transformative technologies such as Internet of Things, Software-Defined Networking, and more.
Download a full version of the infographic here.
For additional information from the research studies featured in this infographic, check out:
A senior banker – let’s call him Jack — was on a conference call attempting to close out an acquisition. The stakes were high. It was a multibillion-dollar deal and the negotiation of the final price hinged on the measurement of the target’s EBITDA, the Earnings Before Interest, Taxes, Depreciation, and Amortization. Jack argued that the EBITDA was lower; the opposite party asserted it was higher.
In the middle of the lengthy, convoluted discussion of the numbers, a junior associate realized that, in fact, the other side was right. She passed Jack a note letting him know this. Jack stared at the associate with contempt and proceeded to argue even more vehemently for the lower price. He literally just spoke louder than the other party, cutting them off at every opportunity. And he won. The other side just gave up. In the associate’s words, “I knew Jack was wrong. Jack knew Jack was wrong. The other side knew Jack was wrong, and Jack still won!”
How can we build teams and organizations that don’t succumb to the jerk who just yells more, argues louder? We all want to be data-driven instead of being driven by supposition, ego, and ideology
Over the last two years, I’ve had the opportunity to meet with analysts and leaders inside data-driven organizations as well as many that were not so data driven. Surprisingly, I’ve learned that being data driven has little correlation to size or geography and only a marginal correlation to industry. Data-driven companies range from small health care firms to large banks and even include mid-sized non-profits. And while the traditional categorizations of businesses have little to offer, I’ve observed a few common characteristics:
1. Size doesn’t matter, but variety does. You would think that a data-driven organization has a lot of data, petabytes of data, exabytes of data. In some cases, this is true. But in general, size matters only to a point. For example, I encountered a large technology firm with petabytes of data but only three business analysts. What really matters is the variety of the data. Are people asking questions in different business functions? Are they measuring cost and quality of service, instrumenting marketing campaigns, or observing employee retention by team? Just getting a report at month end on profits? You’re probably not data driven.
2. Everyone has access to some data. Almost no one has access to all of it. There are very few cultures where everyone can see nearly everything. Data breach threats and privacy requirements are top of mind for most data teams. And while these regulations certainly stunt the ability of the company to make data available, most data-driven companies reach a stage where they have developed clear business processes to address these issues.
3. Data is all over the place. One would think that the data is well organized and well maintained — as in a library, where every book is stored in one place. In fact, most data-driven cultures are exactly the opposite. Data is everywhere — on laptops, desktops, servers.
Talking New Media
Bombora was created as a new entity to serve as the primary industry source for consolidated intent data for the B2B market
NEW YORK, NY – April 13, 2015 – Madison Logic Data, the premier provider of demographic and intent data solutions for leading B2B marketers worldwide, today announced that it has rebranded as Bombora. Bombora was created as a new entity to serve as the primary industry source for consolidated intent data for the B2B market.
Bombora’s growing database of interest areas for 245 million business decision makers and more than 2 million unique companies worldwide, creates efficiencies across all aspects of the B2B sales and marketing stacks, including email marketing, site personalization, inside sales, lead scoring, and content creation. With more than 1 billion business interactions each month, Bombora has become the B2B standard in providing scale for B2B applications.
“Behavioral intent data has proven its worth as a vital targeting tool, but unfortunately, most B2B marketers’ access to that data is fragmented, making it more difficult to gain a holistic view of one’s customers and prospects,” said Bombora CEO Erik Matlick. “Bombora breaks down the data silos that cause that fragmentation, consolidating data to enable the entire B2B marketing industry to better understand what companies and individual end users are interested in at any given time.”
During its six-month incubation period as Madison Logic Data, Bombora has already provided an unrivaled volume of high-quality B2B intent data that enables marketers to improve efficiencies and boost engagement throughout the customer journey. Here is what partners and customers are saying about Bombora:
“Bombora allows us to offer granular interest-based targeting to our advertising partners, as well as next generation post campaign analytics,” says Ann Marionovich, Vice President, Advertising Strategy at Forbes Media.
Mobile ad spending is on a tear. It will top $100 billion in 2016 and account for more than 50 percent of all digital ads for the first time, according to market researcher eMarketer.
More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.
It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.
The number of tablet users worldwide is growing more slowly than the global smartphone audience. But tablets will reach more than 1 billion users in 2015. eMarketer said that in many emerging and developing markets, consumers are often accessing the Internet mobile-first and mobile-only, driving marketers to mobile advertising.
The U.S. and China will drive mobile ads in the short term. In 2016, U.S. advertisers are expected to spend $40.2 billion on mobile ads, more than doubling the total from 2014. In China, advertisers will spend $22.1 billion next year, triple the amount spent in 2014. In both countries, mobile will become the majority of all digital advertising next year.