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Cloud Computing Adoption Continues Accelerating In The Enterprise

Forbes

A recent study by IDG found that 69% of enterprises have either applications or infrastructure running in the cloud today, up 12% from 2012.  The IDG Enterprise Cloud Computing Study 2014 found that cloud investments have increased by 19% in large-scale enterprises (1,000+ employees) spending on average $3.3M MMM -0.96% a year.  In 2015, 24% of IT budgets will be allocated to cloud solutions, with the highest percentage being allocated to SaaS models.

These and other findings are from the IDG Enterprise Cloud Computing Study 2014 published earlier this month. You can download the study and methodology here (PDF, no opt in).

Additional key take-aways from the study include the following:

  • 69% of enterprises have at least one application or a portion of their computing infrastructure in the cloud, up from 57% of enterprises in 2012. 18% plan to use cloud-based applications and/or computing infrastructure via the cloud in the next 12 months, and 13% are planning to use cloud-based applications and/or computing infrastructure via the cloud within 1 to 3 years.  The graphic below compares three years of survey data:

cloud adoption business staple Cloud Computing Adoption Continues Accelerating In The Enterprise

  • Enterprise investment in cloud computing have increased 19% since 2012, with the average investment of large-scale enterprises (+1,000 employees) reaching $3.33M in 2014. Mid- and smaller scale enterprises with less than 1,000 employees spent $400K this year on cloud solutions and technologies.  The following graphic shows the spending breakouts by size of companies:

cloud spending Cloud Computing Adoption Continues Accelerating In The Enterprise

 

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How technology is changing the way we plan and experience events

Mashable

Events and event planning are evolving into new, dynamic formats. Old models are falling away and technology is giving both planners and event participants an opportunity to grow and revisit the underlying ideas about how event spaces work.

“It’s been fascinating watching just how fast things have changed,” said Brian Solis, principal at Altimeter Group, at a New York conference this year. He spoke about next steps and generational shifts in the ways we approach and interact with the events we attend.

“We all have to think — as planners, as organizers, as experience-architects — what that will look like,” Solis said. “There was a time we’d ask you to turn your phones off. There was a time when we wouldn’t provide Wi-Fi. And there was a time when we actually expected you to make eye contact with the person on a stage. Now, I’m actually better off if I just see your foreheads lift up. It means you’re sharing the experience.”

Let’s look at some of the new roles technology is playing in the events landscape — key fronts where it’s changing the planning and experience we’ve come to expect.

1. From passive to engaged

The ways attendees’ expectations have changed is due largely to technology in the event space.

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,”

“Event planners have mostly embraced the shift of thinking about attendees as passive audiences to engaged participants,” says Brent Turner, vice president of solutions atCramer. “The expectation for attendees is that they can be engaged. From the easy stuff — polling, contests, social curation — to environmental changes, such as how IBM has changed their product-demonstration approach at events, or a recent augmented-reality experience we created for UPS … to nuances like RFID tags that personalize digital signage, people expect to see themselves as part of an event.”

2. Social media as a shared planning tool

Event participants already share their in-event experiences in real time via Twitter, Facebookand the like. With that as a given, now comes a newer drive on the planner’s side: To place more control of events in their audience’s hands.

TwitterFeed1 How technology is changing the way we plan and experience events

South by Southwest, for example, allows registrants to interact in the social space to pick panelists; some 30% of its panels are crowd-chosen in this way. Twitter contests can push for conversions by offering prize registrations, sure — but at your event, social platforms can create opportunities as well. Place prizes or gift cards at key locations and tweet a photo of them, for example. Attendees who find the rewards will be pleased, but perhaps even more importantly, planners can use the tech-augmented action to direct traffic to spots and programming that they want to emphasize.

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DEMO Fall 2014 Conference Wraps Day Two of Launching New Startups — and Crowned DEMO Gods

 DEMO Fall 2014 Conference Wraps Day Two of Launching New Startups — and Crowned DEMO Gods

Technology Innovators and Venture Capitalists Like Matt Rogers, Keith Rabois, Steve Papa Share Knowledge at Tech Launchpad Event

SAN JOSE, CA–(Marketwired – Nov 20, 2014) – DEMO Fall 2014 (www.DEMO.com) today welcomed the launch of another 20 technology products and services focused on solving real-life problems. The conference showcased a hand-selected group of entrepreneurs demonstrating new technologies in the areas of Bitcoin and personal finance, cloud, messaging and the Internet of Things, and setting the pace for future technology. Executives, founders, engineers and investors all gathered at the San Jose Convention Center in San Jose to crown the DEMO Gods.

DEMO God Award™ Winners
The Fall DEMO God Awards are presented to the DEMO Fall companies that exhibit exceptional potential to thrive in the market while inspiring and stimulating the DEMO audience. Congratulations to the following companies that were honored with Fall DEMO God Awards during DEMO Fall 2014:

The Work Cloud: Student Loans (www.goslb.com)
Wearables & Hardware: Curb (www.energycurb.com)
Mobile: PathSense (www.pathsense.com)
Smart Data: Celect (www.celect.net) and Ghostery (www.ghostery.com)
Traction Showcase Winner: Templafy (www.templafy.com)

“We traveled the world, meeting with promising startups to look for solutions that harness emerging technology to tackle big problems,” said DEMO executive producer Erick Schonfeld. “The core concept of creativity is looking at problems in new ways, and that is what we celebrated onstage at DEMO Fall.”

Speaker highlights of day two included key executives as well as “founder judges” who provided critiques and feedback to each demonstrating company:

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What’s the right news experience on a phone? Stacy-Marie Ishmael and BuzzFeed are trying to figure it out

Nieman Journalism Lab

Few weeks ago, we wrote about BuzzFeed’s hiring of Stacy-Marie Ishmael, formerly of the Financial Times, as the editorial lead for their forthcoming news app. Product leadNoah Chestnut, formerly of The New Republic, has been working on building a product that will serve news in a mobile context to core BuzzFeed News readers for a few months now.

stacy marie ishmael1 300x177 What’s the right news experience on a phone? Stacy Marie Ishmael and BuzzFeed are trying to figure it out

Ishmael helped start one of the FT’s first blogs, Alphaville, which allowed the paper to experiment with tone for the first time. Connecting with digital financial communities eventually inspired Ishmael to look into how the paper could build a deeper relationship with its readership offline. As vice president of communities, Ishmael worked closely with teams including FT Live, the events business of the FT which hosts some 200 conferences a year.

But BuzzFeed offers Ishmael the opportunity to explore an area she’s never taken on directly — general news. She’s been thinking a lot about ways to reach BuzzFeed’s audience on mobile, like push notifications, email newsletters, and Twitter cards. Both she and Chestnut want to find a way to predict users’ information needs without asking them to commit time to establishing preferences and to provide an overall delightful experience on par with Instagram or Tinder.

As Ishmael has been preparing to leave the FT, Chestnut has been busy building up a staff of developers and researching competitors. During that transition, I had the chance to talk with Ishmael about her plans for the app, including her own mobile media diet, management philosophy, and experience in audience development. Here’s a lightly edited version of our conversation.

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Social Brands: The Future of Marketing

We Are Social

A very smart ebook was produced by the team at We Are Social (a social agency) to talk about how brands need to become social businesses. This ebook is a fantastic read for all. Below is a quick summary from their site, as well as a link to download the full ebook. Our clients are going through this revolution to become social businesses… what more can we do to help?  / Colin Browning, Director, Social Media Marketing Services at IDG

Social Brands: The Future of Marketing
Social brands aren’t just brands with a social media presence; they’re brands that put social thinking at the heart of all their marketing.

They’re brands that are social, not just brands that do social.

They’re brands that always strive to be worth talking about.

But how can marketers actually build a brand worth talking about?

Building a Social Brand
This is the topic we explore in “Social Brands: The Future of Marketing“, our in-depth eBook that explains how to put social thinking at the heart of yourbrand.

You can download the complete book by clicking here, but here’s a quick overview to get you started:

1. Social equity drives brand equity
The brands that drive the most favourable conversations are the brands that can command the greatest and most enduring price premiums.

01 Everything should drive conversation 500x374 Social Brands: The Future of Marketing

2. Communities have more value than platforms
Marketers need to use new technologies to add new kinds of value; not just to interrupt people in new ways with new kinds of advertising.

3. All marketing must add value
When it comes to people’s attention, interest and engagement, your brand isn’t competing with your competitors – it’s competing with everything that really matters to people. Marketing that doesn’t add value will simply be ignored.

4. Go mobile or stand still
Mobile devices are already vital to half the world’s population. Very soon, if you’re not bringing your strategy to life on a mobile, it’ll never come to life at all.

02 Todays media reality 500x374 Social Brands: The Future of Marketing

5. The rise of the comms leitmotif
Now that marketers are no longer constrained by the crippling costs of broadcast media, we don’t need to distill all our communications down into lowest common denominator messaging. We can tell more complex – and more engaging – brand stories that evolve over time and across channels.

6. From selective hearing to active listening
Social media monitoring isn’t just about post-campaign reporting; the real value lies in listening to the organic conversations of the people that matter to you, and using these insights to develop richer, more tailored strategies.

06 Social listening can add value everywhere 500x374 Social Brands: The Future of Marketing

7. Experiences are the new products
Product differentiation is no longer enough to ensure lasting success; brands need to deliver a more holistic set of emotional and functional benefits that engage people’s hearts as well as their heads.

8. Civic-minded brands are best placed to succeed
Society increasingly expects brands to give back at least as much as they take. As a result, marketers’ concept of CSR needs to evolve away from one of mere guilt relief. We need to see CSR as an opportunity, and use resources to build and nurture communities where people will welcome brands’ presence and participation.

07 Rethinking the concept of brand value 500x374 Social Brands: The Future of Marketing

B2B Marketing: Where Are We Now?

IDG Connect 0811 300x141 B2B Marketing: Where Are We Now?

Often, the more you read, hear and write a word the less it begins to mean. Its cadence and calligraphy repeated ad infinitum become little more than shapes and white noise. The word ‘digital’ has dogged the marketing profession for the last few years, used in every event, article and plan to complete exhaustion. However despite its repetition, it seems we’re still only just unpacking what ‘digital’ will mean for the B2B marketing community. In fact, according to the 2014 Marketing Perspectives report, 9 out of 10 marketers believe the digital revolution is still gearing up – when it’s actually already here.

Over the next year marketers expect to see even more disruption from a younger generation, completely at home with on-demand technology, dominating the buying market. This disruption will grant even more power to those making purchase decisions as they obtain more information and make more knowledgeable choices. This empowered consumer is set against the challenge of an increasingly fragmented audience as the volume of marketing channels continues to grow.

However, there are two sides to the digital coin and this proliferation of channels and digitally savvy consumers provides marketers with an unprecedented opportunity to know their customer. With increasingly diverse demographics, marketers need data analytics to better understand the behaviour of the digital native, or ‘millennials’, as well as an ageing population and everyone else in between. Marketers are able to use the real-time insights from a huge range of digital channels to their advantage.

It’s no surprise then that web and customer analytics have been identified as the most important disciplines for marketers to master. The ability to mine data for crucial customer insight is a skill set that businesses prize, not just in the marketing function. But despite this, many marketers lack the competence and skills in data analytics that would help them incorporate insights from digital and mobile channels into their overall marketing mix.

Despite the recognition that mobile and on-demand media is changing the marketing landscape, marketers are still not confident with developing mobile strategies and activating mobile-ready campaigns. In fact, 1 in 3 marketers say their organisation’s mobile competence is below average or poor. This needs to change quickly if the brand wants to capture the attention of a mobile driven marketplace.

The Marketing Perspectives report by SAS and Marketing Week reveals that B2B marketers are more digitally inclined than their consumer focused counterparts, reporting more use of social, location based and mobile marketing. Thirty-five per cent of B2B marketers fell into the ‘SoMoLo Maven’ category (those who invest more, have greater skill and confidence in social, mobile and location marketing) compared to 19% of B2C marketers. However, with empowered buyers and digital natives driving change, the requirement for real-time data analytics skills is only set to grow. And yet, many still struggle with it.

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The New Breed of Marketers: the Digital Native

IDG Connect 0811 300x141 The New Breed of Marketers: the Digital Native

The rise of the digital native and empowered consumers is transforming the marketing landscape, and marketers are responding to this change in very different ways. Many marketers lack the digital skills to fully adapt to this rapidly burgeoning breed of consumer and its always-on culture. They can build websites and design banners for example, but are they able to optimise the design and improve targeting? First generation digital marketing may have been achieved, but they now need to accomplish digital marketing 2.0.

Under pressure to deliver ROI against limited budgets, many tend to choose channels or approaches that have been tried and tested before. Whilst this gives them confidence to generate results, it prevents them from truly engaging with a millennial generation moving fast into the social and mobile arena.

But, as a new breed of consumer takes centre stage, so too does a new breed of marketer need to emerge. As millennials take up position on both sides of the buyer- supplier relationship, the current and future marketer needs to learn new skills and master a different set of tools. Understanding data analytics will be the key to success.

The behaviour of the millennial demographic is distinctly different from its predecessors in many respects. A strong relationship with technology, social media and a willingness to impart personal information in exchange for better services, are some of the most defining traits. Digital natives expect to converse, interact and purchase as, when and via the channel that they choose. In return they expect marketers to remember their likes and preferences; to understand them. Understanding and assimilating these differences and the behaviours that accompany them is crucial if marketers are to survive the digital revolution.

The always-connected nature of the millennial generation is a behavioural gold-mine for marketers – providing both the means to engage and a source of information to guide that engagement.

Assailed with marketing messages from an early age, these empowered buyers are experts at filtering out irrelevant, poorly timed or boring marketing campaigns. Social and location data is providing the means for marketers to connect with millennials in a way that is instantaneous, personal and relevant.

Effective digital marketing relies on big data analytics and real-time decision-making. These twin pillars help businesses to identify, understand, hone in on and engage their customers by providing them with crucial and timely customer insight. Coincidentally, they are also two of the weakest areas amongst marketers today according to research of nearly 600 marketers, which is why many are struggling to engage their customer in a digitally driven world.

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Control over personal info nearly dead, Pew survey respondents say

PCworld

Internet companies have run amok with our personal data, and people aren’t entirely sure what to do about it, judging from the results of a new survey.

More than 90 percent of Americans feel they’ve lost control over how their personal information is collected and used by companies, particularly for advertising purposes, according to the results of a survey by the Pew Research Center, published Wednesday.

Eighty percent expressed concern over how third parties like advertisers accessed the data they share on social media sites. Pew did not gather the names of which sites specifically respondents meant, but you could likely venture a guess.

The survey, which polled 607 adults online, was the Washington, D.C.-based think tank’s first in a series to tackle Americans’ views toward surveilance 100042486 medium Control over personal info nearly dead, Pew survey respondents sayprivacy after the leaks around government surveillance made by Edward Snowden last year.

The majority of respondents did indeed say that people should be concerned about whether the government is listening in on their phone calls, or viewing their online communications and other sensitive data.

But beyond government surveillance, the findings also reflect people’s attitudes amid the increasing sophistication by which Internet companies leverage people’s data for advertising.

“It’s a bundle of concerns,” said Lee Rainie, one of Pew’s lead researchers on the project, in an interview. “It’s partly surveillance, it’s partly tracking, and this generalized sense that I’m losing control of my identity and my data,” he said.

The constant flood of stories related to data breaches, whether it’s at Target, Snapchat, or P.F. Chang’s, don’t help either.

But voicing concern about the level of access companies, governments and other groups have to data is one thing; taking action in response is another.

Some respondents said they have taken actions to protect their privacy, like using a pseudonym, but a majority of respondents agreed that achieving anonymity online is not possible.

People’s concerns around privacy might be part of the trade-off in using a free service. Some 55 percent of respondents said they were willing to share “some information about myself with companies in order to use online services for free.”

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Wearables: When Technology & Popular Culture Collide

IDG Connect 0811 Wearables: When Technology & Popular Culture Collide

Something very special happened at last month’s Dreamforce conference in San Francisco. Will.i.am, one of the world’s biggest pop stars, launched his new smartband wearable device, the i.am.PULS – and the worlds of music, fashion, technology, mainstream and enterprise culture well and truly collided.

“I’m an ideas guy,” he said, and it’s true that will.i.am has been extremely busy in recent years investing in game-changing technologies as well as producing award-winning music. A true innovator, he contributed to the massive success of Beats headphones and developed the concept behind Ekocycle, Coca-Cola’s sustainable living brand.

This is a man whose vision of the future, as he explained on-stage with Marc Benioff earlier this year, has been influenced heavily by the pace of innovation in technology. Echoing Facebook’s mantra that technology’s evolutionary journey is only “1% finished,” will.i.am argued that the tech landscape will be “unrecognisable” in ten years’ time: “The thing on your wrist that talks to a phone…is not the future, it’s a starting point.”

The next revolution in connected devices

Shipments of wearables are projected to reach almost 112 million units in 2018, up from less than 20 million this year (IDC). As wearables proliferate, they will add to a vast universe of interconnected, smart devices. And when the inevitable take-off of wearables does arrive, the opportunities for brands will reach a new stratosphere as they look to own the customer journey.

Wearables are set to provide marketers with the purest view of the customer yet, in terms of the volume and immediacy of the data gathered. The rise of mobile and social prompted talk of always-on marketing, and the proliferation of wearables will further enable marketers to deliver the right message to the right user at the right time. Even better, because wearables are, by nature, deeply integrated into a daily lifestyle, marketers have an opportunity to learn more about their users than ever before.

Imagine what this could mean for your brand. How might you exploit this massive opportunity to improve customer service and make marketing messages more relevant?

Data, data, data

The key to cracking wearable tech for marketing lies in – you guessed it – data. If Mark Zuckerberg’s law (the rate of increase for social sharing) is accurate, in 10 years there will be more pieces of content shared every day (95 billion) than we currently share each month (89 billion).

Of course, as marketers we’ve been talking for a few years now about the importance of data in digital marketing. The challenge comes in tracking, filtering and measuring this data so that you have a true single view of the customer. The need to effectively leverage your customer data – including social data – is only going to increase as the number of consumer devices increases, and as wearables move into mainstream adoption. This will be crucial to providing the deeper levels of personalisation that customers now expect.

 

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IDC’s 2015 CIO Predictions: Demand For Analytics Continues To Skyrocket

Forbes

By 2017, 80% of the CIO’s time will be focused on analytics, cybersecurity and creating new revenue streams through digital services .

These and other insights were shared today by IDC during the webinar, IDC FutureScape: CIO Agenda Leading the 3rd Platform business and technology transformation through 2015 and beyond.  IDC sees the shift to a service paradigm in IT accelerating, along with a greater reliance on partners, clouds and global sourcing through 2017.  Based on how often analytics was mentioned in the webinar, it’s clear IDC is getting a large number of client queries in this topic area.  Demand for analytics continues to skyrocket according to Joseph Pucciarelli, Group Vice President of IT Executive Programs Research.

The research firm also sees active cognition from smart analytics replacing passive analysis and interrogation, and the proliferation of analytics applications that are more contextual than today.

IDC also is predicting that by 2017, each person will have 24 digital IDs and five or more Internet-connected devices.  The research team emphasized that these devices will require more extensive platforms than exist today for supporting the wide array of services these devices will deliver. The proliferation of devices will lead to IT departments embracing a more flexible cost model that has the potential to reduce fixed costs and permit multiple sourcing arbitrage.

IDC’s methodology included interviews with 209 CIOs globally. IDC mentioned that a full report of the results will be available later in the week.  I will update this post with the link once it is available.

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