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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL
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10 Trends Shaping the Future of Branded Content

ADWEEK

As we wind down the first quarter of 2015, the discussion around content marketing only continues to grow in volume. And it’s moving in so many different directions that it’s tough to divine what’s real and what isn’t. To get a better handle on the branded content landscape, we asked Stacy Minero, head of Twitter’s content planning team, what she is thinking about the space.

Minero is particularly well suited to do this. In her past life, she led content strategy at Mindshare, where she focused on creating a systematic approach to developing and distributing content for her clients. Throughout her career, she’s helped drive dozens of custom content programs with partners like NBC, Fox, Bravo, Condé Nast Entertainment, Apple and YouTube.

What follows is Minero’s list of 10 things to consider when creating content for brands, in her own voice.

Live marketing will transcend tent poles: In 2013, moments like Oreo’s now-famous “Dunk in the Dark” Tweet made live marketing synonymous with big tent-pole events like the Super Bowl, with Twitter acting as the vehicle that encouraged real-time responses from brands. This year, we’ll continue to see brands activate against these major events, but also lean heavily on connecting with their audience in everyday moments. A powerful example of a live, evergreen strategy is Oreo’s #OreoSnackHacks campaign, which gets consumers excited about fun, new snacking occasions and tasty combinations. Continuity and cadence will without a doubt be a big focus in 2015—especially among the CPG, auto and dining industries.

Content will be more participation based: Brands will invite their audience into the content creation process to make for a more immersive and fun experience. We’ve already seen this trend start to catch on. Last year, @TheHungerGames successfully built buzz and anticipation for Mockingjay the movie by launching the trailer on Twitter once enough fans had ‘unlocked’ it with a retweet. And Starbucks launched the #VoteForJoy campaign to encourage its followers to vote for their favorite holiday drink, which was later offered in all U.S. stores for 50 percent off.

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CIOs Lead Collaborative Team in Growing Big Data and Analytics Initiatives

Dataversity

A new article reports, “IDG Enterprise— the leading enterprise technology media company composed of CIO, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World—announces the release of the 2015 Big Data and Analyticsresearch, which spotlights an increase in the number of deployed data-driven projects over the past year and reveals that many organizations are still planning implementations, as 83% of organizations categorize structured data initiatives as a high or critical priority. IT decision-makers (ITDMs) also provided insight into organizational data and analytics purchase plans, security concerns and the top vendor attributes when evaluating solutions in 2015.”

The article goes on, “Deployment of data-driven projects has increased by 125% in the past year, with 27% of organizations already in deployment. The momentum continues with an additional 42% of organizations still planning implementation. As more ITDMs deploy data initiatives, it provides clarity into the amount of data that needs to be managed. Similar to 2014, organizations are currently managing an average of 167.3TB of data, and this amount is expected to increase by 48% over the next 12 to 18 months. The largest contributors to this data growth are customer databases (63%), emails (61%), and transactional data (53%).”

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How Four Top Publishers Use Facebook For Video

The Media Briefing

Facebook video usage has skyrocketed over the past year, which makes it particularly attractive for publishers given what seems to be ever-shrinking organic reach with other types of posts.

According to figures recently released by the social network, Facebook users are seeing nearly 4 times more video in their feeds compared to one year ago. That’s a steady 1 billion video views every day for the network. Crucially, chief operating officer Sheryl Sandberg said during a an earnings call last month that over 65 percent of videos are watched on mobile devices.

As online video continues to rise in importance for the modern media company, I spoke to a handful of top publishers to collect some best practices for using video on Facebook, and to better understand what might be at risk.

The Economist: Marketing the brand with video

“For us it’s about reach and informing people that The Economist doesn’t just write about finance and economics all the time.”

Before posting videos to Facebook, The Economist had the fairly standard practice amongst news outlets of publishing video on its own website and monetising through pre-roll advertising. Last summer however, Tom Standage, deputy editor and head of digital strategy, decided that wasn’t “a viable long-term video strategy”.

After effectively doubling the publication’s video views by posting video content to YouTube, Standage started experimenting with uploading videos via the native Facebook player, which had “a much greater impact” on the number of views. He says:

“We are using this observation that if you post videos with a native player you can get millions of views as the basis of a new video strategy which we are still developing. For us it’s about reach and informing people that The Economist doesn’t just write about finance and economics all the time.”

The Economist’s most successful video on Facebook was a 4 minute-long animated graphic with voice-over about demographics, what Standage calls a “live chart”. The publication has had over 800,000 views on Facebook alone of that video.

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Mobile World Congress 2015: what it means for marketing pros

The Guardian

With Mobile World Congress 2015 (MWC) in full swing, much of the industry is decamping to Barcelona to see the launch of the latest smartphones and tablet innovations. But what does this mean for the mobile marketing business and how will it actually affect marketing strategies?

On the first day of the congress, Facebook and the IAB hosted a full-day conference dedicated to mobile marketing and advertising. This is the first time the event has addressed this topic as a standalone, having previously focused solely on technology. The talk looked at the finest work in mobile advertising and examined new trends and technologies that are destined to influence the mobile landscape in the years to come.

In light of this, I’m going to look at four trends on the lips of most marketers:

1. Social as media
Social media is now part of most people’s lives. Marketers are always looking for more effective and cost efficient ways to reach their audiences.

The truth is social platforms are increasingly being used as media platforms and by now most brands should recognise the power of social media and understand this is not a phase. A recent BI report highlighted that Facebook remains the most popular social platform, boasting 1.2 billion users. Its mobile advertising accounts for 69% of the social network’s revenuesat the latest count and its new ad server Atlas is perceived as a game changer for cross-screen advertising platforms. Its vast amount of logged-in data is enabling advertisers to plan campaigns across screens, as well as link them to actual in-store sales.

Today, more people now own a mobile device than a tooth brush and according to Mary Meeker’s 2014 trends report, mobile data traffic is growing rapidly – up 81% year-over-year – thanks to mainly video, while mobile is now 22% of consumption. Marketers need to add value in social spaces and the only way to interact successfully is to engage immediately and continuously.

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The 4 trends the mobile market will focus on in 2015

Venturebeat

2014 was the year that mobile stopped being the next big thing and became THE BIG THING. Investors poured money into any app that showed the slightest signs of traction, new service providers popped up like mushrooms and most importantly, app developers started seeing some serious profits.

Just thinking back to two years ago, everyone and their neighbor had an idea for a new app. Today, these apps have funding, development teams, and slick demos. The success stories like Flappy Bird and 2048 alone were an inspiration to this generation of app developers showing them how far an original idea can take you.

Generally speaking, in 2015 we can identify four types of apps, each with their own characteristics and challenges.

1. Mobile ecommerce — Shifting the focus from market share to engagement

Ecommerce giants have been adapting quite fast to the mobile world. Most of the major players with a significant desktop operation in place spent millions of dollars in 2014 in paid distribution to secure their customer base and to acquire mobile market share. Nevertheless, there is still a large portion of users who use mobile primarily as a ‘discovery channel,’ browsing apps, and mobile web to get inspired — and are then migrating back to desktop to complete the purchase.

 

Read more trends here… 

Marketing: What’s Hot?

According to this 2014 Tech Marketing Priorities study by IDG Research, native advertising, social media, and video are what’s “hot” in marketing today. Find out what areas marketers will be spending their marketing dollars over the next 12+ months.

For a related video on this research, click here.

For videos on B2B media, technology and marketing, check out our YouTube channel here.

B2B Focuses On Revenue and Customers in 2015

Mediapost

According to the release of the 2015 B2B Marketing Trends, Predictions and Forecasts report from Regalix, B2B marketing leaders in the U.S., Europe, and Asia, are looking closer at deploying a mix of content and channels to get the best yield from marketing efforts. The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals.

While the traditional channels of marketing aren’t going away, they will see reduced investments in the coming years. In the digital marketing space, Search, Email, and Social continue to dominate, signaling a clear need for further innovation that digital agencies and content providers need to address. In addition, videos and webcasts are growing in importance.

According to the release of the 2015 B2B Marketing Trends, Predictions and Forecasts report from Regalix, B2B marketing leaders in the U.S., Europe, and Asia, are looking closer at deploying a mix of content and channels to get the best yield from marketing efforts. The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals.

While the traditional channels of marketing aren’t going away, they will see reduced investments in the coming years. In the digital marketing space, Search, Email, and Social continue to dominate, signaling a clear need for further innovation that digital agencies and content providers need to address. In addition, videos and webcasts are growing in importance.

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Download the 2015 State of B2B Marketing Report

Screen Shot 2015 02 13 at 2.28.31 PM B2B Focuses On Revenue and Customers in 2015

Infographic: APAC Mobility Predictions 2015

International Data Corporation (IDC) expects the Asia Pacific mobility market to continue experiencing strong growth in 2015 as mobile takes center stage for business growth in both consumer and enterprise markets.

Key takeaways

  • M-Commerce will thrive in Asia Pacific excluding Japan (APeJ), accounting for more than 50% of traffic across several markets
  • Asia will see the rise of numerous mobile wallet formats, all enabled by the humble QR code
  • Mobile Enterprise Applications Platform (MEAP) will struggle for growth with customers buying ready-made apps from large vendors and ISVs

Register for live conference February 5th, 2015. IDC Asia/Pacific will explain why conditions couldn’t be better for strong mobility growth in the region in the coming year.

infographickh Infographic: APAC Mobility Predictions 2015

CIO Magazine Tech Poll: Tech Priorities Reveals Next Wave of Tech Spending

 CIO Magazine Tech Poll: Tech Priorities Reveals Next Wave of Tech Spending

Framingham, Mass. – January 5, 2015 – IDG’s CIO—the executive-level IT media brand providing insight into business technology leadership—releases the 2015 CIO Magazine Tech Poll: Tech Priorities (click to Tweet). The poll findings show that a majority of IT leaders (57%) anticipate an increase in IT budgets for the coming year, the highest percent in the past six years, as well as provides insight into how those budgets will be invested.

Results from more than 200 top IT executives reveals that organizations, on average, are seeing an overall increase of 6.2% to their budgets in the coming year, up from 3.9% in November 2012. Edge technologies continue to receive these investment increases.

Garnering more value from organizations’ data has taken over as the greatest area of interest as well as for investments. Currently, 46% of organizations are researching or piloting business intelligence and analytics solutions. Aligning with this, IT leaders plan to allocate more of their budget to this area, with 56% anticipating an increase, up from 48% in 2013. The results show a shift in investments by company size with 65% of enterprise organizations—organizations with more than 1,000 employees—planning to increase investment significantly more than their SMB counterparts—organizations with less than 1,000 employees—(48%). Other edge technologies expecting an increase in budget allocation include SaaS/cloud apps (55%), business continuity/disaster recover (52%), mobile apps (52%), security applications (52%), and enterprise mobility management (52%).

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CIO magazine Tech Poll: Tech Priorities 2015

 CIO magazine Tech Poll: Tech Priorities 2015

The CIO magazine Tech Poll: Tech Priorities study was conducted among heads of IT to gauge for the upcoming year which technology areas will be the focus of IT leaders and to measure the direction of spending within those categories.

Key findings include:

  • An increasing number of IT leaders say their tech budgets are rising in the coming year than in the past six years.
  • BI & analytics is the area of most increased spending with enterprises planning to increase this investment even more than SMBs.
  • Enterprises are further along in regard to technology implementations.
  • While organizations are primarily using traditional development methods and have minimal plans to implement DevOps, they do use a liaison between business units & the development team to facilitate communication.

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