Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area. View the infographic below to see which content marketing initiatives B2B tech marketers are working on today and tomorrow…
In the latest installment of CIO Quick Takes, three IT executives talk about the Internet of Things and the concerns that come with the opportunities offered by billions of connected devices.
When you hear the phrase Internet of Things (IoT), you are probably excited, confused, concerned or tired of hearing the buzzphrase — or maybe all of those things plus a few more. After all, the reality of digital devices acting on their own to capture, transmit and, in some cases, act on data affects everything from home appliances to telehealth is attention-getting.
Just how many “things” are are talking about? Gartner estimates that by 2020, the IoT will consist of 25 billion devices. Those devices, according to Cisco, will dominatethe Internet by 2018. Yep, dominate – meaning machines will communicate over the Internet more than we (i.e. humans) do. So if there’s a little fear, uncertainty and doubt mixed in among the excitement, it’s only natural.
And it’s not just consumer applications driving the technology. While consumer technology will account for the greatest number of connected things, according to Gartner, enterprises will drive the revenue. The research firm predicts that in 2020 the top industries will be utilities, manufacturing and government. The automotive sector is showing the greatest growth currently, Gartner says.
When you think about the IoT, what do you see as the biggest opportunities and the biggest areas of concern?
Gautam Roy, vice president of IT, Waste Management
As the physical and digital worlds integrate more closely, the IoT will enhance and evolve our ability to manage and process information. The IoT has the potential to transform industries and the way we live and work by turning data into collaborative experience.
In the always-on world, the right data at the right time can help businesses to operate effectively and communicate with their customers to provide personalized solutions and optimize supply chain cost. It could help government tackle socioeconomic issues through a better understanding of data.
Issues are plenty: Security, privacy, integration complexity, governance, standards and policies.
Ken Piddington, CIO and Executive Advisor, MRE Consulting
The IoT or better-stated, the Internet of Everything is creating unprecedented opportunities for organizations to achieve great value from a growing network of connected devices. I believe that the biggest opportunities lie in the ability to collect, process and respond to data streams in real-time. For example, the value proposition for supply chain optimization is tremendous.
The biggest challenge is security. With the number of network devices increasing so does the number of attack vectors. A proper balance between security and use must be found for the IoT to deliver all the value envisioned for it.
Beijing, May 7, 2015 – With greater use of big data technology in different industries, China’s business analytics services market will maintain accelerated growth, according to IDC’s latest “China Business Analytics Services Market Forecast and Analysis, 2015-2019”. The study illuminates a strong demand for customized business analytics services from different industries, with financial services and telecommunications leading the way. IDC’s data show that China’s business analytics services market reached US$1.398 billion in 2014, up 16.4% from 2013. IDC forecasts that the market will grow at the CAGR of 16.7% in the coming five years to reach US$3.027 billion in 2019.
Nina Nie, Senior Market Analyst, Services Research, IDC China said, “as enterprises recognize the value of business analytics services in the face of changing management requirements and intensifying competition, business analytics has evolved to more intelligent applications. Precision marketing, risk management and corporate decision-making support are some examples. With the improvement of unstructured data mining and processing capabilities, the meshing of business analytics with big data has given rise to more sophisticated industry applications.” China’s current business analytics services market has taken on the following traits and development trends:
Smart City development and industry transformation promote robust growth of business analytics services. Clients in the financial industry and the telecommunications industry, the top industries of the business analytics services market, have shown a greater need for big data technology and data governance in addition to common services such as data warehouse, decision analysis, inquiry statistics and customer analysis. In industries including government, manufacturing, transportation, healthcare, retail and ecommerce, unique business analytics applications have taken shape. Driven by smart city development and industry transformation, business analytics services in these industries will see robust growth. Meanwhile, business analytics service providers are accelerating deployments to capture emerging application market shares.
Jonathan has been with Tangent for ten years. Responsible for loyalty strategy and CRM planning at the agency, his experience covers Walkers Crisps, Carlsberg, Sky and Wolseley. He has devised, scoped, developed and deployed large scale tech developments, loyalty programmes, as well as advising clients on contact and content strategy.
Having spent many years advising clients on how best to use data to create relevant strategies and campaigns, here Jonathan shares his top tips on how to ensure a personalised customer experience in the b2b sector.
A new stage of personalisation is dawning; one of ‘hyper-personalisation’ and ‘marketing to the segment of one.’ It could be argued that personalisation is now entering its golden age.
Marketing within b2b is particularly suited to data-driven personalised marketing. This is because of the many different customer touch-points, the complex nature of their journeys, and the varying depth of involvement with each business.
However, the large amount of administration required in b2b means that companies have a rich source of vital information: the data. Coupling the data with the tools and your propositions makes for a powerful mix, despite lean budgets and resource.
1. Remember: you’re still dealing with people
The most important thing to remember is that, whomever your audience comprises of – b2b technology marketers and IT decision makers perhaps – you are always dealing with people. The distinction between this, and B2C, is that customers here will be focussed on their company’s objectives, rather than their personal needs. So how do you best address these? By presenting what you do in a humanised way. Reading up on behavioural economics will stand you in good stead here.
2. Invest in your data
Many b2b businesses rely on relationships throughout the organisation to deliver on their objectives. It is key that everyone has the appropriate access to customer data to understand how best to serve that customer. In b2b, customer service is your key differential in often crowded market places. Your data will unlock a great deal of insight.
As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic.
Topic, not demographics or habits, is now the biggest factor determining where people turn for news. Convenience also matters. These are among the most important findings from the Personal News Cycle research API has conducted along with our partners AP-NORC in our ongoing collaboration called the Media Insight Project.
Readers can now find global, dispersed communities for their passions, which creates new markets for news and media organizations to cover these narrow interests and passions in depth. By creating deep communities around topics that extend beyond geography, publishers can find new business opportunities.
There are many reasons a publisher would want to create a single-subject news site. Among them, single-subject sites can:
Attract a new audience and deepen the loyalty of an existing audience
Expand upon your existing strengths in a cost-effective way
Build a new, innovative product under your company’s brand, but with the flexibility of an independent sub-brand
The single-subject strategy can work well even for relatively small or local publishers. Developing a single-subject news product isn’t just for established brands with endless editorial, technical and sales resources. In this study we specifically sought examples of a wide range of news organizations — from big to small, newspapers and magazines, and examples from around the world.
Throughout this report, you’ll see how technology marketers have changed their content marketing practices over the last year and how they compare with the overall sample of B2B marketers who completed our annual content marketing survey. Among all groups we studied this year, technology marketers are the most likely to use content marketing. They’re also the group that is most focused on lead generation as the primary goal for their content marketing efforts. Producing engaging content continues to be a challenge for technology marketers; however, 73% are presently working on initiatives to improve in this area.
According to the International Data Corporation (IDC) Worldwide Quarterly Cloud IT Infrastructure Tracker, total cloud IT infrastructure spending (server, disk storage, and ethernet switch) will grow by 21% year over year to $32 billion in 2015, accounting for approximately 33% of all IT infrastructure spending, which will be up from about 28% in 2014.
Private cloud IT infrastructure spending will grow by 16% year over year to $12 billion, while public cloud IT infrastructure spending will grow by 25% in 2015 to $21 billion.
For the full year 2014, cloud IT infrastructure spending totaled $26.4 billion, up 18.7% year over year from $22.3 billion; private cloud spending was just under $10.0 billion, up 20.7% year over year, while public cloud spending was $16.5 billion, up 17.5% year over year.
For this second quarterly release of IDC’s Cloud IT market forecast, IDC has expanded its worldwide coverage to include detail for eight regions: Asia/Pacific (excluding Japan), Canada, Central & Eastern Europe, Japan, Latin America, Middle East & Africa, USA, and Western Europe. In 2015, Western Europe is expected to have the highest growth in cloud IT infrastructure spending at 32%, followed by Latin America (23%), Japan (22%), and the US (21%).
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?”.
The Power of Knowledge white paper takes a comprehensive look at the IDG Enterprise 2014 Customer Engagement research to better understand the preferences of the IT buyer. The results find that IT decision-makers do not need more content, but more reliable, credible and accurate information throughout the purchase process.
This white paper will:
Explain the challenges IT decision-makers have when it comes to finding useful information.
Provide a better understanding of timing, format and relevance of the content that your target audience is searching for.
Highlight key ways social sharing of content and social interactions help create a trustworthy brand, and how IT buyers better perceive these brands.
Show how technology marketers and sales can better integrate in order to ensure a smoother customer journey.
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.