Advertising & Marketing Events
Event Date Location

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

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.

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The New Premium: How Programmatic Changes The Way Advertisers Value Inventory

AdExchanger

Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all picture the same thing: inventory that was bought or sold directly between a media buyer and publisher’s salesperson. Maybe it would be home page inventory or a section front, a page takeover or rich unit. Or perhaps it would just involve a specific publisher that we agreed equated to “premium.”

New programmatic technologies are radically changing how we think of inventory overall, especially the term “premium.” Inventory is no longer one- or two-dimensional – the definition has become much more complex. It is a multidimensionally defined set of attributes that includes traditionally “publisher-controlled” inputs, such as page location, dimensions of the creative, category and content adjacencies. But today there are additional overlaid attributes that flesh out the definition.

Advertisers can bring their own data to the dance, which we’ll hesitantly call “first party,” and overlay additional data sources, which we’ll hesitantly call “third party.” And beneath the surface level attributes are underlying components that can be much more dynamic. These components can help predict how effectively an impression can drive a campaign’s goals or outcomes.

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IDC: 2015 China Internet Industry Top10 Predictions

IDC PMS4colorversion 1 IDC: 2015 China Internet Industry Top10 Predictions

Beijing, February 2, 2015 – The latest research report “Ten Predictions of China’s Internet Industry, 2015″ to be released by IDC reviews the major historical events of China’s Internet market in 2014 and predicts key trends worth noting in 2015. Zhang Yanan, Research Manager of IDC China,believes that “the rapid development of China’s Internet industry relies on three major factors: first, China’s Internet industry is gaining more and more attention nationwide and globally; next, China’s Internet penetration is increasing steadily; finally, the — shifting of consumers from the older generation to the younger one and the changes of consumers’ demands prompt personalized brands and products. With this background, IDC predicts China’s Internet trends in 2015 from multiple angles, including industry, products and technologies.

2015 China’s Internet Industry Top10 Predictions:

  1. China’s Internet will infiltrate into the 3rd- and 4th-tier cities, and dividend brought by these new users will appear
  2. China will become the world’s mobile Internet heartland
  3. The destruction and transformation of traditional industries brought by Internet will no longer be a dream
  4. Online-to-Offline (O2O) will assist traditional E-business suppliers to extend their business to personalized services
  5. Cross-border E-business and mobile E-business remain two highlights in the traditional E-commerce market
  6. Pan-entertainment industry with IP license as the core will be put into practice further
  7. Private banks and equity-based crowd-funding will lead Internet financial market
  8. As the main method for mobile payment, QR codes will impact the elderly and housewives
  9. Internet companies will race to capture car networking and car after-service market
  10. Network security will be elevated to the national security level

Among the numerous predictions, IDC suggests industrial readers to pay special attention to the following keywords:

New demographic dividend, personalized service E-commerce, pan-entertainment, QR code payment

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Social Media Now Drives 31% Of All Referral Traffic

Forbes

The report suggests that it may be time for Pinterest to rethink its target market if its going to experience growth in the coming year: “Principal Analyst at Forrester, Nate Elliott, calls Pinterest a condundrum. Elliot says, “Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.” Select brands recognize its commercial value and have invested big dollars on ‘Pinfluencers’. But the platform has yet to realize its full potential. To do so, it needs to quickly shed its isolating for-women-only image and develop more mass-market appeal.”

Given these findings, you may be wondering how best to drive social traffic to your own website or blog. Given Facebook’s value as the #1 driver of referral traffic over the past 3 years, here are some strategies you can use to help drive your Facebook traffic to your website or blog.

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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

Facebook is bigger than anyone knew, even Facebook

Venturebeat

We all know Facebook is huge, and drives incredible amounts of traffic. But thanks to its recent efforts to uncloak the sources of content with no known referrer, we now know that the numbers are bigger than anyone believed.

According to a report issued today by Bitly, the world’s leading link shortener, Facebook has largely solved the problem of so-called “dark social” links — those that have no referrer data and can’t be measured by web analytics tools — and as a result, the social network’s influence skyrocketed during the fourth quarter.

In the report, Bitly wrote that Facebook’s influence jumped 8.6 percent during the fourth quarter overall and 30.2 percent on mobile. That doesn’t mean Facebook’s influence actually grew that much — it means that clicks formerly attributed to “dark social” are now being correctly counted as Facebook’s clicks. Given that Facebook’s major push in recent quarters has been to expand its reach on mobile and give its marketing partners more ways to monetize their content, this is solid evidence that strategy is working.

 

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Worldwide Tablet Shipments Experience First Year-Over-Year Decline in 4th Quarter

IDC PMS4colorversion 1 Worldwide Tablet Shipments Experience First Year Over Year Decline in 4th Quarter

FRAMINGHAM, Mass., February 2, 2015 – Worldwide tablet shipments recorded a year-over-year decline for the first time since the market’s inception in 2010. Overall shipments for tablets and 2-in-1 devices reached 76.1 million in the fourth quarter of 2014 (4Q14) for -3.2% growth, according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Although the fourth quarter witnessed a decline in the global market, shipments for the full year 2014 increased 4.4%, totaling 229.6 million units.

“The tablet market is still very top heavy in the sense that it relies mostly on Apple and Samsung to carry the market forward each year,” said Jitesh Ubrani, Senior Research Analyst, Worldwide Quarterly Tablet Tracker. “Although Apple expanded its iPad lineup by keeping around older models and offering a lower entry price point of $249, it still wasn’t enough to spur iPad sales given the excitement around the launch of the new iPhones. Meanwhile, Samsung’s struggles continued as low-cost vendors are quickly proving that mid- to high-priced Android tablets simply aren’t cut out for today’s tablet market.”

Apple’s lead over other vendors has yet to be truly challenged as it shipped 21.4 million tablets, accounting for over a quarter of the market with 28.1% volume share. Despite Samsung’s woes, it managed to hold on to the second place with 11 million units shipped. Lenovo (4.8%), ASUS (4%), and Amazon (2.3%) rounded out the top 5 although only Lenovo managed to grow annually when compared to Q4 2013. Lenovo maintained its tight grip on the Asia/Pacific market thanks to its massive scale in the PC business and the success of its low-cost tablet offerings.

“Despite an apparent slow-down of the market, we maintain our forecast about tablet growth in 2015,” said Jean Philippe Bouchard, Research Director, Tablets. “Microsoft’s new OS, a general shift towards larger screen form factor and productivity focused solutions, and technology innovations such as gesture interface that could be introduced in tablets will help the market maintain positive growth in 2015.”

 

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Don’t Forget About B2B Tech Buyers Post-Purchase

eMarketer

Business-to-business (B2B) technology sellers need to keep up the work after closing a deal. According to an October 2014 study by Eccolo Media, 80% of US B2B tech decision-makers said it was important or very important to receive ongoing content after making a purchase.

184536 Dont Forget About B2B Tech Buyers Post Purchase

An additional 18% of respondents noted that it was at least somewhat important to receive ongoing content post-purchase, leaving just 2% who didn’t think it was important at all.

B2B tech buyers want a blend of content, too—not just follow-ups. Fully 36% said they were most likely to consume thought leadership content after a purchase.

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Cloud Is The Engine For Innovation For the Digital Enterprise

IDC PMS4colorversion  Cloud Is The Engine For Innovation For the Digital Enterprise

Sydney, Australia, February 02, 2015. Digital Business in its simplest form, is the process of transforming products and services, business processes, and relationships with customers, partners, and employees to leverage the new possibilities of modern technology. In 2011, IDC predicted a massive structural shift in ICT — from an era of “2nd Platform” client/server and PC based technologies to the “3rd Platform”, one built on a foundation of mobile, social, big data, and cloud that would foster great innovation. This shift is now accelerating, opening up new market opportunities and disrupting traditional ones.

With competitive differentiation a primary goal of the Digital Business it’s  inevitable that Australian organisations embrace this change and embark upon a journey that will ultimately challenge traditional thinking, enhance productivity and enable new operating models, leveraging a 3rd Platform foundation. IDC is seeing organisations leverage cloud services as a foundation element in this strategy and layering on advanced analytics, collaboration capabilities and new technologies to drive rich customer experience, speed to market in of new products/services, creative digital marketing, mobile commerce and optimisation of operational efficiencies amongst others.

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How To Produce Value and Revenue With Digital Video

American Press Institute

Digital video has become a market imperative — something every publisher must understand and do well, regardless of one’s history.

Consider three statistics:

  • More than 62 billion videos were viewed online in December 2014, according to data measurement company comScore.
  • Digital video advertising continues to skyrocket, up 56% in 2014 to reach $5.96 billion, according to eMarketer.
  • Cisco projects that video will account for 79 percent of all consumer internet traffic in 2018, up from 66 percent in 2013.

David Plotz, former editor of Slate Magazine, says video is now “a necessary condition for almost any brand advertiser we’re working with.”

This “necessary condition,” however, is not so easily achieved, even for those whose professional roots lie in visual journalism. Like every new medium that’s come before, digital video is unique and evolving. It shapes technology and is shaped by technology. We’re learning as we go.

Continue reading… 

Digital Marketing Budgets Increase and Social Media Postings

IDG Connect 0811 Digital Marketing Budgets Increase and Social Media Postings

This week I will be looking at the increase in digital marketing budgets and the most effective times to post content.

80% of Companies Plan to Increase their Digital Marketing Budgets

As more companies see the importance of digital marketing, it’s expected that 80% of companies are planning to increase their budgets in the next 12-18 months according to Mondo’s recent study, The Future of Digital Marketing. It is foreseen that in the next three – five years company revenue driven by marketing will increase by 30%.

Over the past 15 years this dramatic shift from traditional to digital media has caused changes in consumer behaviour. This has lead marketing to rethink its positioning and adopt a digital mindset to meet this shift as 98% of marketers see the role of the traditional marketer continuing to change.

According to study, the main forces that have caused this change are the increased number of channels to reach the audiences, innovative ways to think about customer engagement and the challenge of breaking through the noise of the target audiences.

This has driven a change in marketer’s skillset as more organisations are moving away from the traditional skills. Mondo found marketing departments skill are made up of digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%).

All this goes to show, the evolution of marketing and technology has weakened the traditional marketer’s role as more companies align themselves with the digital age.

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