Advertising & Marketing Events
Event Date Location

Digiday Brand Summit

04/27/2014 - 04/29/2014 Nashville TN

Event Marketing Summit

05/07/2014 - 05/09/2014 Salt Lake CIty Utah

Digiday Programmatic Summit

05/14/2014 - 05/16/2014 New Orleans LA

Internet Week New York

05/19/2014 - 05/25/2014 New York NY

Digiday Agency Innovation Camp

06/24/2014 - 06/26/2014 Vail CO

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

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

B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

Content Marketing Institute

Looking for insight into how technology marketers are using content marketing? Check out our newest research report, 2014 B2B Technology Content Marketing Trends — Budgets, Benchmarks, and Trends, North America, sponsored by International Data Group (IDG).

The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure (click to tweet). Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well.

Please or in order to access this content.

 B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

Screen Shot 2014 03 28 at 12.46.05 PM B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America

IT Maturity Increasing Among MEA Manufacturers as They Embrace Technology in Bid to Drive Productivity and Competitiveness

IDC PMS4colorversion  IT Maturity Increasing Among MEA Manufacturers as They Embrace Technology in Bid to Drive Productivity and Competitiveness

16 Mar 2014

With Middle East and Africa (MEA) manufacturers showing considerable enthusiasm for IT and comfortably outspending their counterparts in Central and Eastern Europe, the sector is well set for a significant boost in productivity and increase in competitiveness, according to the latest findings released today by IDC Manufacturing Insights.

A recent end-user survey conducted across MEA by IDC Manufacturing Insights shows that manufacturers in the Middle East, in particular, now view IT as an area that can help accelerate their manufacturing maturity. To this end, more comprehensive and competitive IT strategies are being put in place in core MEA countries, and more mature decisions regarding IT environments are being made, with customer-oriented initiatives and integration across the enterprise resonating particularly strongly. IT solutions that can be developed around the core enterprise resource planning (ERP) suite are also being viewed as powerful tools for fulfilling key strategic objectives.

“MEA manufacturers are becoming more mature in their use of IT,” says Martin Kuban, IDC Manufacturing Insights’ lead research analyst for Central and Eastern Europe, the Middle East, and Africa (CEMA) “Ongoing industrialization and market optimism have translated into increased IT spending, which has helped to accelerate this process. IDC forecasts that 2014 will be a very dynamic year in terms of IT deployments in the MEA manufacturing vertical.”

Continue reading

What You Think You Know About the Web Is Wrong

Time

If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. We race towards new trends like native advertising without fixing what was wrong with the old ones and make the same mistakes all over again

Not an average reader? Maybe you’ll give me more than 15 seconds then. As the CEO of Chartbeat, my job is to work with the people who create content online (like Time.com) and provide them with real-time data to better understand their readers. I’ve come to think that many people have got how things work online quite mixed up.

Here’s where we started to go wrong: In 1994, a former direct mail marketer called Ken McCarthy came up with the clickthrough as the measure of ad performance on the web. From that moment on, the click became the defining action of advertising on the web. The click’s natural dominance built huge companies like Google and promised a whole new world for advertising where ads could be directly tied to consumer action.

Continue reading

 

Computerworld State of the Enterprise

Computerworld

The 2014 Computerworld State of the Enterprise research was conducted with the goal of understanding how today’s enterprises are evolving to be more competitive, through the use of technology:

  • Enterprises are looking to boost productivity, cut operating costs and focus on finding new revenue streams, identifying new markets, and growing their business. However, they struggle to balance business expectations while integrating new technologies.
  • Over the next 1-3 years, there is a commitment to invest in emerging technologies.
  • Overcoming the communication disconnect between business and IT continues to improve with steps begin taken to facilitate better alignment.
  • IT clearly identifies with the role new technologies play in addressing critical business challenges and contributing to creating a competitive advantage.

The 2014 Computerworld State of the Enterprise research was conducted online in November 2013. Responses were collected among the Computerworld audience via email broadcast to Computerworld’s print and online audience. Results are based on a total of 313 survey responses.

Click here to see the the research slides

Screen Shot 2014 03 18 at 1.12.53 PM Computerworld State of the Enterprise

Desktop Search to Decline $1.4 Billion as Google Users Shift to Mobile

eMarketer

Overall desktop ad spending set to decline in 2014 while mobile grows 83.0%

Desktop search in the US is poised for a significant decline this year as paid clicks on Google shift toward mobile devices, according to new figures from eMarketer.

US mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year, according to eMarketer.

eMarketer estimates that desktop search ad spending will drop $1.4 billion this year, a decrease of 9.4% from 2013, while mobile search will increase 82.3% year over year. Mobile search will total $9.02 billion, compared with $13.57 billion for desktop search. Overall, US spending on advertising served to desktops and laptops will decline 2.4% in 2014 to $32.39 billion, down from $33.18 billion in 2013.

Google will have a notable influence on the overall shift from desktop to mobile search spending. In 2013, 76.4% of the company’s search ad revenues came from desktop. However, that share will fall to 66.3% in 2014 due to a $770 million decrease in desktop search ad revenues year over year, eMarketer estimates. At the same time, the company’s mobile search revenues will increase $1.76 billion, totaling approximately one-third of Google’s total search revenues. Key contributors to Google’s mobile search growth include its Enhanced Campaigns and Product Listing Ads (PLAs), both of which contributed to increased click share on mobile throughout 2013 and will continue to do so.

In the scope of Google’s overall ad revenues, mobile search is gaining significant share. Up from 19.4% in 2013, mobile search will comprise an estimated 26.7% of the company’s total ad revenues this year. Desktop search declined to 63.0% of Google’s ad revenues in 2013, having already fallen from 72.7% in 2012.

Advertisers are responding to consumers’ rapidly increasing time spent with mobile phones and tablets. While nonvoice mobile activities accounted for 19.4% of average time spent per day with media by US adults in 2013, only 5.7% of total media ad spending was dedicated to mobile last year, meaning there’s significant room for advertisers to catch up with consumer habits.

Click here to read full article 

Server Market in Asia/Pacific Almost Breaches the US$10 Billion Mark in 2013, Reports IDC

IDC PMS4colorversion 1 Server Market in Asia/Pacific Almost Breaches the US$10 Billion Mark in 2013, Reports IDC

Singapore and Hong Kong, March 13, 2014 – Server revenues in Asia/Pacific excluding Japan (APEJ) region grew a modest 1.3% to total US$9,985 million in 2013, coming in just short of the magical US$10 billion mark, according to IDC.  The modest growth in 2013 was in sharp contrast to the heady 17% growth recorded in 2010 and 2011, fuelled by massive infrastructure buildout by Web 2.0 and cloud service providers in the PRC.  Despite the sharp deceleration in growth in 2013 compared to the previous years, server market in APEJ continued to outperform other regional markets on a worldwide basis.

“Strong adoption of server virtualization and cloud technologies in the enterprise segment, rapidly increasing appeal of public cloud providers for specific workloads, and growing interest in Integrated Systems were some of the key technology disruptions that impacted the server spending growth in 2013,” says Rajnish Arora, Associate Vice President of IDC’s Asia/Pacific Enterprise Computing Research.  “Global economic malaise, lack of aggressive economic reforms in emerging economies, and political turmoil coupled with upcoming federal elections in certain countries were some of the non-technology factors that stymied server spending growth in 2013.”

The PRC, which has increasingly become the bellwether and cornerstone of the APEJ server market since 2008, grew at a much more anemic pace in 2013.  The Web 2.0 and public cloud services providers such as Tencent, Baidu and Alibaba building hyper-scale datacenters, who were responsible for driving the heady demand for servers in the PRC for the past several years, took a breather in 2013 that impacted the spending growth.

Continue reading

White Paper: Top Reasons to Upgrade from Windows XP Now

XP Migration Hub

In this White Paper, Rod Trent, IT Community Manager for Windows IT Pro, examines the current landscape for XP, explains the implications for failing to migrate to a new operating system, and discusses the key steps in the migration process.

Read the white paper now

Explore how migrating from Windows XP can benefit your business by clicking here

Screen Shot 2014 03 13 at 12.18.10 PM White Paper: Top Reasons to Upgrade from Windows XP Now

What Does Latino Technology Use Mean For Your Brand?

MediaPost

At this point, it’s really not a question of whether or not Hispanic consumers utilize mobile technology more than their non-Hispanic counterparts. As recognized “trendsetters,” Hispanic consumers are clearly outpacing non-Hispanics in their adoption of mobile, social and online sources for shopping, especially at the local level, according to a recent BIA/Kelsey study.

But, what is valuable to advertisers are these questions: To what degree? and For what purposes? Hispanic consumers use mobile technology and how that information can help advertisers create content that will capture their attention.

In a recent nationwide study of mobile phone use by Hispanics vs. non-Hispanics, we asked participants to shed a little light on how they used their mobile phones and the results were as expected:

Social Media 

For those engaged in social media, 95.5% of Hispanics used their mobile phone to access Facebook compared to 98.6% of non-Hispanics. The usage numbers are also relatively close for several other sites like Google+, Pinterest and LinkedIn.

Read more

80% of Your Customer Data Will be Wasted

IDC PMS4colorversion 1 80% of Your Customer Data Will be Wasted

Larger and richer collections of customer data are increasing available. That’s the good news. But most of that data is wasted. That’s the bad news. Poor data practices remain one of the biggest hurdles to marketing success.

Here are four ways that companies squander data and recommendations about how to stop the waste:

Data is Missing: A huge amount of customer data is available but is just not collected. Your ultimate goal should be to capture interaction and behavioral data at every touch point.

What to do: Acquire the data. Invest in marketing technology and services that capture data and in data management technology to store it for analysis. IDC finds that tech marketing leaders invest more than three times the amount of funds in marketing technology than their laggard cousins.  Big data is the marketer’s friend.  Providing lots of data to your analysts will enable them to predict the next best offer, discern buyer preferences, determine marketing program attribution, improve conversion rates, and much more.

Data is Unavailable: Some customer data is captured in company systems, but is trapped where marketing can’t access it. Marketing needs information on customers from a broad array of sources from both inside and outside the enterprise. Sales data, purchasing data, and customer service data, are examples of internally available data critical to seeing the full customer picture.

What to do: Aggregate the data. C-Suite executives must rush to the aid of marketing if they want to get full value from the function. To stop measurement at the MQL or even sales “closed loop” is insufficient for the full customer picture. Pay particular attention to converting unstructured data into structured data so it can help drive the content customization and delivery process.

Data is Junk: Sometimes customer data is captured, but is meaningless.

What to do: Analyze the data. You must be able to separate the signal from the noise. The first step is to gain a baseline understanding of the journeys taken by your best customers.  This point of view will give you a filter. CMOs need to invest in the tools and skills needed to gain insight from the data and tell a relevant business story.

Data is Late: Some meaningful data is captured, aggregated, analyzed – but the whole process takes too long for any relevant action to occur.

What to do: Act on the data. The point of data investment is to develop a rich understanding of the customer’s context so the most relevant response (typically content) can be delivered to them. In a digital dialog, a response is expected on the other side of every click.  Data needs to be made readily available to decision engines and content management systems so that they can take action.

For more IDC technology marketing blogs, click here

Top 3 customer experience challenges for marketers

IDC PMS4colorversion 1 Top 3 customer experience challenges for marketers

Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there are three significant forces of fragmentation opposing their efforts: specialization of roles, organizational hierarchies, and tactical technology. These forces threaten every marketing organization with two fatal flaws: they slow everything down and fracture the customer experience.
Three forces of fragmentation that marketers must fight:
1.     Specialization: all areas of marketing execution have become inch wide mile deep endeavors. As a result, there can be many degrees of separation between key roles such as social marketers, event planners, web administrators, technical writers, etc. What do these people talk about when they get in a room together? Does anyone else care how the events person manages food service or logistics?

Click here to see the three forces of fragmentation that marketers must fight