Are you looking to create an impactful content marketing strategy that results in high levels of engagement? This white paper explores the evolving role of content in marketing strategies and the IT purchase process — and how making the right moves directly impacts success.
This white paper will provide insight into:
The role content consumption plays in the purchase process for major technology products and services.
Creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
Technical publications and technical content sites are one of the most popular means of accessing relevant decision-making information for IT professionals. A recent IDG Enterprise survey found that 73% of IT pros use sites where they can keep up-to-date with new technologies and enhance the knowledge needed to be effective in their roles.
Check out these 10 key reasons why they turn to ITworld as a trusted source!
FRAMINGHAM, Mass.– International Data Corporation (IDC) today released the latest forecast from the Worldwide Semiannual Software Tracker. Year-over-year growth in the worldwide software market for 2013 has been revised to 4.3% in current U.S. dollars. The forecast was lowered from the 5.7% year-over-year growth projected in May because of an important currency exchange rate depreciation in the Japanese yen announced during the second quarter. In constant U.S. dollars, the expected growth rate for 2013 remains very close to the forecast of 5.9%. Despite the fluctuation in currency exchange rates, IDC believes that the compound annual growth rate (CAGR) for the 2012-2017 forecast period will remain close to 6%.
Collaborative Applications along with Structured Data Management Software and Data Access, Analysis and Delivery solutions are expected to show the strongest growth over the five-year forecast period with over 8% CAGR from 2012-2017. “Leveraging the social dimensions of the Internet keeps fueling the collaboration growth, much of which is in the form of software as a service. This is complementary to the increased attention to Big Data & Analytics solutions, which help enterprises to understand and act on anticipated customer behavior and provide new insights into product reliability and maintenance,” said Henry Morris, Senior Vice President for Worldwide Software, Services, and Executive Advisory Research.
On a second tier, Enterprise Applications such as CRM, ERM, SCM, and Operations and Manufacturing Applications show CAGR rates around 6%. “Enterprises are starting to implement applications that either didn’t exist or weren’t needed in the past, such as commerce applications in all industries, not just retail, but also manufacturing, hospitality, food and beverage, and even the public sector. IDC is also seeing applications in categories that didn’t exist in the past (e.g., subscription billing, spend optimization, and revenue management) for requirements that may have been met using custom applications or manual processes,” said Christine Dover, Research Director, Enterprise Applications and Digital Commerce.
On a regional basis, the emerging economies continue to experience stronger growth than the mature economies. The average 2012-2017 CAGR for Asia/Pacific (excluding Japan), Latin America, and Central Eastern, Middle East, and Africa (CEMA) is 8.2% while the average CAGR for the mature regions – North America, Western Europe, and Japan – is 5.4%.
The Cloud may invoke images of effervescence that leaves no trace, but in reality the Cloud means just another data center, along with the accompanying Carbon Footprint. The issue of being Green has never been higher on the agenda, but how do professionals feel about Green IT, and how does this vary either side of the Atlantic? This paper compares the enthusiasm for Green IT between the US and Europe.
A recent report, The Cloud Begins With Coal, calculated that the ICT ecosystem now approaches 10% of world electricity generation. “The zettabyte era already uses about 50% more energy than global aviation.” While in recent years, we’ve seen Greenpeace release the “How Clean Is Your Cloud?” & “How Dirty Is Your Data?” reports, along with a feature-length article in the New York Times entitled “Power, Pollution and the Internet”, which includes the startling quote, “A single data center can take more power than a medium-size town.”
Whether for or against, Green IT has gradually become a major topic within IT in recent years. But has a once passionate and polarised audience become apathetic after years of intense media attention? How does feeling on the subject vary either side of the Atlantic, and do those within IT feel enough is being done to promote the subject? To gauge the levels of enthusiasm and apathy towards Green IT, we surveyed 149 business & IT professionals from Europe and the US and compared the results. Interestingly, the number of US participants proved far lower than European, due to far less enthusiasm for partaking in the survey.
B2b marketers today are working in a world marked by rapid changes in technology, increasingly empowered customers and heightened accountability in an always-on media environment. All of this makes it both an exhilarating and anxious time to be a marketer, and CMOs are facing the changes with new strategies, systems and talent-development practices.
“There is so much change going on right now, which makes it scary but also incredibly exciting,” said Kathy Button Bell, VP-CMO at Emerson Electric Co. and chairman of the Business Marketing Association for the 2013-14 term. At the BMA’s annual conference in Chicago in June, Button Bell presented joint research from the BMA and Forrester Inc. that found that 97% of b2b marketers are doing things they have never done before as part of marketing, and 34% of senior marketers feel “overwhelmed” by change. (The study was based on an online survey in April of 117 senior b2b marketers.)
“The transparency we are living with, which started with the Sarbanes-Oxley Act [federal legislation passed in 2002 that governs public company financial reporting] and has now become a communications issue through social media and other technologies, means companies have to be much more sophisticated in how they do things,” Button Bell said.
“Within my own company, there is a new appreciation for marketing and a desperate need for people to be more highly developed marketers. There is a heavy amount of communications that marketing people have to take on—not just with customers but with the media, investors, employees and future employees.”
Yesterday, IDC’s CMO Advisory Service had our annual Tech Marketing Benchmark Webinar. This study goes out to close to 100 senior lever marketing executives and represents the largest B2B Tech companies in the world (this year the average company revenue was $9.1B.) The webinar was packed with great information and was a great success. However the overlying question each year is where will marketing budgets sit at the end of the year and what direction are they moving. The results are some good news mixed with trends that point to hard work that marketers need to do around their budgets.
Good News: More Organizations are Increasing their Marketing Spend Than Decreasing
As seen in the graph below, across the entire tech industry a net of 15% of companies are increasing marketing spend versus those decreasing. While it may not always feel like it, there are marketing budget increases out there to be had!
Challenge for Marketers in 2014: Finding the Right Areas that Should Receive More Marketing Budget
Big Data is “the next frontier for innovation, competition, and productivity,” says McKinsey & Company. But companies and executives rushing into data collection and analysis expecting immediate payoffs are bound to be disappointed. Most companies are years away from being able to effectively profit from data—and not simply for a lack of technology. Instead, at least three entrenched challenges need to be addressed before Big Data can have real impact.
First is the gut-driven approach to strategy that pervades the business world. Leadership by the “highest paid person’s opinion” is a common organizational weakness that should ultimately be remedied by Big Data. But that will happen only when the mindset also shifts so that this person’s decisions are based on real data, not gut assumptions. Simply having more data will not be enough to overturn this mentality and could even make the transition more difficult.
A second challenge is the talent shortage. Currently, not enough people have the necessary skills to make rigorous use of data. A recent survey of IT professionals by SAS and IDG Research found that 57 percent of respondents said they lacked the skills and experience to properly analyze data. And this lack of confidence in analysis is only part of the deficiency. Those working with data must also be skilled in collecting the appropriate metrics with adequate precision.
Computerworld’s 2014 IT Salary Survey: What’s your earning power? How does your salary compare with your IT peers? Computerworld’s 28th Annual IT Salary Survey will feature the latest IT salary trends and advice on where to find the best-paying jobs. This year’s survey participants can enter a drawing to win one of 3 American Express Gift cards for $500! The drawing is open to legal U.S. residents, age 18 or older.
Series of Worldwide IT Spending Guides focus on banking, capital markets, and insurance industries
FRAMINGHAM, Mass. – IDC Financial Insights today announced an updated set of Worldwide IT Spending Guides that provide an analysis on the current status and projected growth of IT spending in the banking, capital markets, and insurance industries. These reports, published bi-annually, offer an outlook on IT spending over the next five years. According to the new guides, IDC Financial Insights forecasts worldwide financial services IT spending will top $430 billion in 2014.
Additional highlights from the guides include:
Banks will account for half of the worldwide total in 2014 with IT spending forecast to be $215 billion.
Asia/Pacific, Latin America, Middle East and Africa will see growth exceeding 7% while Europe and North America remain well below 5%.
Capital Markets firms will invest $110 billion in IT in 2014, with North America accounting for almost half of that amount.
Insurance companies will spend $100 billion on IT worldwide in 2014
$3 billion is the amount of venture capital (VC) funding that has flowed into information management, access, and analysis software vendors since the beginning of the slow economic recovery in 2009 and through August of 2013. Does this level of VC funding denote irrational exuberance or a wave of unprecedented innovation?
The answer, of course, is that these don’t have to be mutually exclusive outcomes. On the one hand most of the information management, access, and analysis software vendors that have received VC funding over this time period have positioned their software to address requirements of Big Data use cases.
Big Data is a multi-billion dollar opportunity for software but also hardware infrastructure and services vendors. IDC estimates the Big Data technology and services market to be a $11 billion dollar market. IDC also tracks the much broader Business Analytics market that is expected to reach $104 billion by the end of 2013.