Digital Media Events
Event Date Location

2015 International CES

01/06/2015 - 01/09/2015 Las Vegas Nevada

tech-business-marketing

Tech Marketing Guide to B2B

News, video, events, blogs about Social Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Advertising and Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Subscribe To Latest Posts
Subscribe

IDC’s 10 Predictions for CMOs for 2015

IDC PMS4colorversion 1 IDCs 10 Predictions for CMOs for 2015

By, Kathleen Schaub

What does IDC predict for tech CMOs and their teams in 2015 and beyond?

Sunrise%2B1 IDCs 10 Predictions for CMOs for 2015

Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictionshighlights insight and perspective on long-term industry trends along with new themes that may be on the horizon. Here’s a summary.

1: 25% of High-Tech CMOs Will Be Replaced Every Year Through 2018
There are two dominant drivers behind the increased CMO turnover over the past two years. One driver centers on the cycle of new product innovations, new companies, and new CMO jobs. The second (but equal) driver centers around the required “fit” for a new CMO in the today’s tumultuous environment and the short supply of CMOs with transformational skill sets.

Guidance: Everyone in the C-Suite needs to “get” modern marketing to make the CMO successful.

2: By 2017, 25% of Marketing Organizations Will Solve Critical Skill Gaps by Deploying Centers of Excellence
The speed of marketing transformation and the increased expectations on marketing have left every marketing organization in need of updating its skill sets. In the coming years, CMOs will not only have to recruit and train talent but also create organizational structures that amplify and share best practices. Leading marketing organizations will become masters of the centers of excellence (CoE).

Guidance: Get out of your traditional silos and collaborate.

3: By 2017, 15% of B2B Companies Will Use More Than 20 Data Sources to Personalize a High-Value Customer Journey
Personalization requires a lot of data. CMOs do not suffer from a lack of data — quite the contrary. Today’s marketer has dozens, if not hundreds, of sources available. However, companies lack the time, expertise, and financial and technical resources to collect data, secure it, integrate it, deliver it, and dig through it to create actionable insights. This situation is poised for dramatic change.

Guidance: One of your new mantras must be – “do it for the data”.

4: By 2018, One in Three Marketing Organizations Will Deliver Compelling Content to All Stages of the Buyer’s Journey
CMOs reported to IDC that “building out content marketing as an organizational competency” was their #2 priority (ROI was #1). Content marketing is what companies must do when self-sufficient buyers won’t talk to sales people. While it’s easy to do content marketing; it’s hard to do content marketing well. The most progressive marketing organizations leverage marketing technology and data to develop a buyer-centric content strategy.

Guidance: Remember that it’s the buyer’s journey – not your journey for the buyer.

5: In 2015, Only One in Five Companies Will Retool to Reach LOB Buyers and Outperform Those Selling Exclusively to IT
IDC research shows that line-of-business (LOB) buyers control an average of 61% of the total IT spend. LOB buyers are harder to market to and are even more self-sufficient than technical buyers. To succeed with this new buyer, tech CMOs must move more quickly to digital, incorporate social, broaden the types of content, and enable the sales team to maximize their limited time in front of the customer.

Guidance: Worry less about how much video is in your plan and worry more about your message.

6: By 2016, 50% of Large High-Tech Marketing Organizations Will Create In-House Agencies
Advertising agencies have been slow to recognize the pervasive nature of digital. While many digital agencies exist and many have been acquired by the global holding companies, these interactive services typically managed as just another part of the portfolio of services the agency offers. Modern marketing practitioners realize that digital is now in the DNA of everything they do and are ahead of their agencies.

Guidance: Don’t wait. Take the lead.

Continue reading… 

 

7 Key Marketing Trends for 2015 and Tactics for Succeeding in the New Year

Silverpop

As we enter the second half of the 2010s, the buyer journey continues to evolve. More than ever before, customers and prospects are shopping online and engaging with businesses through mobile and social media.

Email is still the preferred method for receiving content from companies, but people expect this content to be engaging and personalized — nearly 60 percent say they won’t even open an email if they think it’s irrelevant to them. In this landscape, enhancing the customer experience at every touch point has rarely been more important. To that end, “digital pacesetter” CMOs surveyed in 2014 cite enhancing customer loyalty and encouraging satisfied customers to advocate their brands as their current top priorities.

Likewise, more than 60 percent of CIOs plan to focus more heavily on improving the customer experience and getting closer to customers in the year ahead. Many of today’s leading digital marketers are using behavioral marketing automation to help them enhance the customer experience, building rulesbased programs and scoring models that reflect the actions customers and prospects take. And they’re using automation and strategically created content to deliver the right message at the exact time contacts need it
based on their behaviors.

The core tenets of behavioral marketing will continue to serve marketers well in 2015, and as marketing technologies have grown in sophistication and buying patterns have continued to evolve, exciting new opportunities have arisen for marketers to engage with their customers. Here’s a look at seven key trends that will help define digital marketing in 2015, plus some quick-hit tactics to help you start thinking about how you
might address these areas.

Download the guide now… 

Holiday gift guide 2014: Top-notch tech for $150 or more

Computerworld

Part 1 of Computerworld’s annual roundup of holiday gift ideas features best-in-class phones and tablets, ingenious cameras and other premium tech gear for your family and friends. (Or maybe for you?)

Find the perfect tech gift

Maybe we’re biased, but we think tech gear always makes a great present. Who wouldn’t want to open up a gift-wrapped package to find a sleek new smartphone or a colorful speaker that can fill a room with sound?

The cleverly designed, exactingly made gear in Part 1 of our holiday gift guide will please technology lovers of all stripes, from party-givers to lifeloggers. When possible, we’ve included a range of prices as offered by various retailers, but be aware that prices fluctuate. As always, be careful of false deals and scams.

Note that you won’t find any smartwatches or fitness bands in this roundup. There are so many new and interesting products in these hot categories that we found it impossible to choose just one or two products for our gift guide. Instead, we’re devoting a separate story to the latest and greatest in high-tech wristwear — check back for that soon.

Also coming up are Parts 2 and 3 of our holiday gift guide, featuring midpriced gear and stocking stuffers.

Meanwhile, feast your eyes on the best over-$150 tech presents to give and get this year.

Top five tips for this year’s tech Santa

Macworld

Perhaps, between this month’s tinselly advertisements, you’ve heard that this is the Season of Giving. While many people consider the name nothing more than an invitation to pass poinsettias between friends, some understand that it also means giving of your time and talents. For example, as a Macworld reader there’s every chance that you have technical knowledge to spare—some of which would be deeply appreciated by those family and friends you visit over the holidays. Might I suggest, in the spirit of sharing, that you lend a hand in the following five ways?

Give a faster Mac for not much money

There is no better way to speed up an older Mac than to add a solid state drive (SSD) as a boot volume. It matters not at all which modernish Mac model you’re talking about. If it currently uses a spinning mechanical drive, replacing that drive with an SSD will produce jaw-dropping results.

how to buy a gaming laptop ssd 100531179 large Top five tips for this years tech SantaSANDISK
Shove an SSD into a loved one’s Mac and they’ll love you forever.

If installing such a thing is beyond your ken, you can find instructions from bothiFixit and OWC (and each can sell you a drive).

Note that Yosemite doesn’t support TRIM on third-party drives (see the linked article for details) so you’ll want to be careful about which SSD you choose.

Also, as an SSD is likely to have less capacity than the drive you’re replacing, you should consider storing items found within the Home folder on another volume. And if this Mac holds just one drive, don’t fret. In Giving the gift of speed: The SSD upgrade I discuss adding a second drive to certain Macs.

Power to your people

This next suggestion is more or less helpful depending on where the target of your holiday affection lives. Country dwellers with questionable power lines and those subject to weather-related outages will find it the most useful. And that suggestion is that you carefully wrap an uninterrupted power supply (UPS) and shove it under the mistletoe. Both you and it are likely to get a kiss.

apc ups 100534205 medium Top five tips for this years tech Santa
When the lights go out, your friends and family will think of you.

For those unfamiliar with these devices, a UPS is essentially a large battery that provides additional power outlets and a measure of surge protection. Should the power suddenly go out, a UPS can keep a computer running for awhile—long enough to save your work and then safely shut down the computer. APCis probably the most well known brand, but other companies make these things too.

When giving the gift of power you’ll want to be on hand when it’s put to use. And no, not just so you can receive warm thanks. Rather, you should be there to help ensure that the right devices are plugged into it. For example, only key components should pull power from the battery. There’s no reason to attach a laser printer to it, for example. Nor should you tax the battery with a nearby TV. Instead, be sure that the computer’s power cord is attached as well as any peripherals that the computer absolutely requires—a monitor if it’s attached to a Mac mini, for instance. You could also attach the broadband modem and router to it so that your family can continue to use the Internet until such time that the battery drains (helpful for checking a power company’s website to learn when power might be restored).

 

Continue reading… 

Meet the Virtual Sales Rep

IDC PMS4colorversion 1 Meet the Virtual Sales Rep

By, Kathleen Schaub

Air%2BTraffic%2BControl Meet the Virtual Sales Rep

Robert sits in an office near Provo, Utah at what looks like the console of an air traffic controller. But instead of directing jets through the airspace, he’s using Twitter to guide a software company’s buyer through her decision-journey. Part marketer, part sales, part tech service, Robert is one of an emerging breed of “virtual” sales reps. Could this be the dream team that B2B has been waiting for?

The B2B “Genius Bar”® as a Role Model

The “virtual” sales rep role in its ideal form provides the personalized, anticipatory, service of a five-star hotel. Think of it as the B2B version of an Apple Genius Bar – using virtual tools. The Apple executive team modeled the Genius Bar after Ritz-Carlton’s customer service. Hallmarks of this exemplary concierge service include a personal touch; a warm, friendly, attitude; and attention to satisfying customer needs at every step. Sales expert Anneke Seley says the “virtual” sales rep culture is a far-cry from the historical “me and my quota” rep.

Sales teams are finally coming to grips with digital age facts. The culture shift recognizes that engagement must be sensitive to the appropriate stage of the buyer’s decision-journey. “Buyers aren’t ready to buy until they are ready to buy”. Marketers all know by now that buyers prefer self-sufficiency and they avoid talking to sales people until the decision-journey is substantially complete.  IDC research shows that for tech products averages this distance averages about 50%. Now sales is also starting to appreciate that buyers are alienated when by placed prematurely into the arena. At the same time sales leaders don’t want to waste an expensive sales resource on someone who isn’t ready to buy.

Digital May Not be Enough

Content marketing is what companies must do to fill the gap when buyers won’t talk to traditional sales people.  Content marketing is a hugely important communication strategy and companies will not be successful without mastering it.

Yet, for B2B companies, a completely digital engagement solution may not ever be the right answer. For one thing, content marketing capabilities in most companies is still ramping. Even when content marketing becomes excellent, digital may never be personal enough. Some B2B solutions are so complex, customized, or require so much trust that a human must intervene for the buyer to be truly served.  It may also be in the vendor’s best interest to involve a good sales person early. One tech CMO told me that although the company could offer eCommerce, a human touch tripled the size of the deal.

Continue reading… 

11 technologies Apple has killed

CITEworld

Out with the old

One of the things that makes Apple so successful is that it’s not afraid to abandon/kill popular technologies in the interest of something new. In doing so, the company often creates a bit of controversy, even if in the long run it seems to pan out well. At the same time, Apple’s revolutionary products have helped bring down entire product categories. Here is a rundown of technologies and products that Apple has killed (or is in the process of killing) over the last 17 years.

Floppy Drive

The first product released during Steve Jobs’s second stint at Apple was the Bondi Blue iMac. The all-in-one design was an immediate hit with consumers, and the machine was notable as much for its iconic look and performance as it was for the features it didn’t include. Specifically, the first iMac shipped without a floppy drive. At the time, back in 1997, this was a huge deal. To some critics, Apple was running a huge risk by completely doing away with what was then a common storage medium. Jobs and Apple, though, had the foresight to realize that computing was rapidly becoming Internet-centric, thereby eliminating the need for old-fashioned floppy drives.

Apple’s 30-pin connector

For over a decade, iPod, iPhone, and iPad users alike relied on Apple’s tried-and-true 30-pin connector for charging and to connect their devices with computers and accessories. But Apple said goodbye to the 30-pin connector in 2012 when it introduced the Lightning connector, a superior standard for a number of reasons. In addition to being smaller and more robust, the Lightning connector is reversible, which makes for a more efficient user experience. Naturally, abandoning the 30-pin connector on new iOS devices caused temporary problems for individual consumers and even large companies who had spent lots of money on older iOS accessories.

Netbooks

Remember Netbooks? A few years back, these hyper-small laptops were poised to be the next big thing in computing. In fact, back in 2008 and 2009, netbooks were flying off the shelves. As a result, there was a lot of pressure for Apple to enter the netbook market. Apple, however, went a different route when it released the iPad. Rather than opting for a compromised device, the company entered a new product category entirely with the iPad. The end result was a rather quick demise for the netbook, and in parallel, a reinvigorated market for tablets.

FireWire

FireWire was a proprietary Apple technology which allowed for incredibly fast transfer speeds between devices. Indeed, it was one of the features that made the original iPod so compelling. Beyond that, FireWire was, for a time, the de-facto standard for transferring digital movie footage to Macs.

Unfortunately, Apple ultimately began phasing out FireWire on Macs in 2008 as transitioning to USB expanded the company’s pool of potential users. It’s a shame, though, because USB 2.0, while decent, was vastly inferior to FireWire. The staggered abandonment of FireWire ultimately gave way to Thunderbolt.

View the other seven items… 

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.”

Continue reading… 

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.

 

Continue reading… 

Google News: still a major traffic driver

Digiday

Publishers may increasingly focus their traffic growth on optimizing their content for social networks, but the Google News’ influence on traffic is still hard — and foolish — to deny.

On Thursday, Axel Springer, Germany’s biggest news publisher, said that it’s rolling back its two-week experiment that prevented Google from using excerpts of its content within Google News listings. While many European publishers have bristled at Google’s ability to freely use their content on its own sites, CEO Mathias Doepfner said preventing Google from indexing its content was tanking its traffic numbers: Traffic from Google dropped 40 percent during the experiment, and 80 percent from Google News.

The continued influence of Google News on publishers’ traffic might come as a surprise considering all the attention paid to the traffic coming from social channels like Facebook, Twitter and, most recently, Pinterest. Publishers today are spending far more time trying to get social readers to click and share than they are on landing Google searchers or Google News visitors.

“I’ve heard people call SEO dead literally since I started writing about it in 1996 — no joke. It’s sure taking its time dying,” said Danny Sullivan, founding editor of SearchEngineLand.

But it wasn’t always this way. The 2002 birth of Google News also launched a cottage industry of tactics and techniques aimed at helping publishers land the site’s top spots. Publishers knew that scoring a single story on Google News could help drive more traffic than any story could get organically. But Google News has always been a black box, and while publishers did their best to get in Google’s good graces, it was never a sure thing that Google would respond the way they wanted.

Continue reading… 

China Interview: Insight for Western Marketers

IDG Connect 0811 China Interview: Insight for Western Marketers

As the Alibaba IPO has reminded international businesses afresh of the vast potential in China, we catch up with Tait Lawton, who hails from Canada but has been working in People’s Republic for over a decade. He founded the Nanjing Marketing Group  to help Western companies get into the marketplace and now provides some useful insights for marketers worldwide.

Following the highly publicized Alibaba IPO have you noticed an increase in Western clients looking to target China?

We’ve noticed a steady increase overall, but not a large jump around the Alibaba IPO necessarily. Tough to say.

Has the attitude of Western clients looking to target China changed in the time you have been based there?

I’ve been helping Western clients with Chinese marketing for five years. I’d say they have the same basic concerns, but are more willing to accept our advice when it comes to tailoring their campaign more to the Chinese market.

We prefer to plan the China marketing campaign anew from the ground up as opposed to using more of a one-size-fits-all globalization strategy, and more people are willing to accept this now. Tough to say if it’s because of a change in the overall mind set of Western marketers or it’s just because we have more people that have been reading our articles on our blog and other websites.

How does the way Chinese consumers use technology differ from the way technology is used in your native Canada?

They haven’t gone through the same process of adoption. Since China developed so quickly, lots of people in China have just skipped whole stages of technology that Canadians, Americans and other Westerners are used to. For example, some years ago I was surprised to see that my girlfriend’s family never used a VCR and instead just went straight to using DVDs. Now, of course, people may be skipping VCRs, DVDs and even streaming on laptops and just go straight to streaming on mobile devices.

What’s most relevant for our digital marketing efforts is that there are plenty of internet users that started using the internet on mobile devices. Mobile marketing is essential. Sometimes people ask me “do you do mobile marketing?”, and I’m like “well, ya. 100% of the marketing we do is relevant to mobile. All of our SEM, SEO and social media services are relevant to mobile.”

People in China also use QR codes a lot. You’ll see QR codes for Weibo and WeChat campaigns on subway ads, restaurant menus, everywhere.

What do you think Western businesses most misunderstand about China?

For one, they may underestimate the competition and the amount they should invest to be successful. China is very competitive and for most market entry cases we see, there are Chinese competitors that are entrenched and willing to invest much much more than the foreign company planning to enter China. Chinese companies are very confident in their business opportunities and willing to invest in branding.

And Chinese advertising is not cheap, nor is marketing talent. Great Chinese marketers can make as much money as great marketers in USA or other places.

Continue reading…