Thursday, May 12, 2011 Digital Marketing Planning According to a new study from Adobe Systems, almost three-quarters of businesses plan imminent investments in website redesigns or significant site enhancements to improve ROI. The study, "Digital Marketing in the Next Decade," found the most-deployed tactic to date, used by 55% of respondents, was analytics tools for measuring and optimizing website experiences. 82% say they plan to adopt the enhancements this year, up 8% from a year ago.
1,941 participants in this year's survey represent businesses across diverse industries including advertising and interactive agencies, media and publishing computer hardware, software and services and retail, headquartered primarily in North America, Western Europe and Japan. 73% of the businesses surveyed say they plan to invest in site redesigns or would otherwise make significant enhancements to improve their site's ROI. 82% say they plan to deploy those enhancements within the year, up 8% from a year ago. Analytics tools for measuring and optimizing website experiences represent the most deployed tactic globally, used by 55% of the respondents. Social media and rich media tactics also rank among the most adopted. At least a quarter of all respondents have applied some executions in analytics, social media and rich media. Mobile cracks the top planned deployments for the first time since the survey first began measuring its executions in 2009. iPhone apps are the most planned deployment, cited by 27% of the respondents. It shares the top spot with interactive catalogs, which leads planned deployments for the second year in a row.
The features that drew the most "very effective" ratings (actual or expected) by respondents who have deployed or plan to deploy them are:
In the digital advertising category, serving impressions in social networking sites ranked first as the top planned execution at 25%, while in the analytics category, tools for measuring social ROI is the top planned at 21%. The top investment priorities focused on mobile applications and branded social community presence:
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SGB Media Group's blog covering the overall social media and social networking industry. SGB Media Group is a social media marketing firm specializing in niche social network development, performance marketing, strategic alliance management, public relations and developing social network aggregation applications.
Saturday, May 14, 2011
Research Brief on Digital Marketing Planning
Wednesday, May 11, 2011
Top 10 Articles from CMO.com as of 5/11/11
| Top 10 Stories | |
The convergence of traditional TV and streaming Internet video is becoming a mainstream reality. Here's a look at how CMOs should prepare for the day when consumers watch more content from the Web than from a TV network.
Curation is part of the DNA of the Web from its very origin, we have strong evidence that curation is at the beginning of the democratization process, and investors are providing the capital to ensure that this process continues.
When customers see an online ad for a product they previously looked at on a different Web site, they've been retargeted. Making that happen is the business of companies like TellApart, whose founders came from Google, where they had both worked on AdWords and other advertising platforms.
Although the term "conversion" is typically considered synonymous with sales, on the Web the concept covers plenty more--for example, a Facebook "like" or form completion. But no matter how you define conversions, the first step is, of course, getting them.
To date, no one has found a sure-fire solution to the online advertising Rubik's Cube. Squeezing users' attention for a cheap view is one way to go, but it's a dangerous game, inducing cheating, dependence, and a distaste for something they once loved.
How do you attract the search engine attention that brings in new customers and keeps the existing ones coming back? How do you optimize your site to lead an exodus of customers away from the competition and to your site? Here are a trio of strategies to make you stand out as the promised land for your client businesses.
Granted, CMOs and other marketing stakeholders working closely with sales executives to foster a culture of collaboration is often easier said than done, but the long-term ROI potential definitely makes this effort worthwhile.
Publishers are pretty confident that once they have some experience and competence on all kinds of platforms--iPad, Android and the Nook (which has been a big stealth seller of magazines)--that they will be able to show advertisers that a magazine is a magazine, even when it arrives wirelessly.
The era ushered in last year by Apple's iPad has upended the personal computing world. Retailers and manufacturers think tablet sales will outpace laptop sales in the U.S. as early as next year. And ads featuring tablets and smartphones have flooded the airwaves as manufacturers battle for a piece of the burgeoning tablet market.
Consumers love low prices, but retailers shouldn't overlook the way shoppers perceive value online and in stores, even for the most competitive product categories.
| Inside CMO.com |
You work hard to put an edge on your company's products so they'll stand out from the competition. So why use a dull resume that gets buried among others when you're job hunting? No, that doesn't mean you should use salmon-colored paper or fancy borders on your resume doc. Don't make your resume another piece of junk mail. Fill it with substance.
In addition to finding that most providers and attendees like virtual events for trade shows, training sessions, networking, customer engagement, a new Unisfair survey uncovered some surprising findings.
"The key to marketing is to understand that the market knows the answers; you just need to figure out the right questions. And to do that you need to listen to the market, and social media is a great way to do that," says AMD CMO Nigel Dessau, in an exclusive interview conducted by the CMO Journal and CMO.com.
Are there three simple lessons you can learn that will help you succeed as your company's chief marketer? How about we turn that 180 degrees: What three marketing lessons do you think CMOs have been responsible for teaching over the last few years? Gary Scheiner, chief creative officer at digital agency Rosetta, knows the answer, because he's been a good listener. In his recent article for CMO.com, "3 Lessons CMOs Taught An Unlikely Student," Scheiner enumerates what he's picked up from years of conversations with leading CMOs. Teacher, get ready to be the student.
Related articles
- 3 Critical to Success Recommendations for CMOs (customerthink.com)
Thursday, April 8, 2010
iPad Wish List: 10 Things I’d Like on iPad 2.0 | NetworkWorld.com Community
The iPad has only been out for four full days, but in this world it’s never too early to start speculating about what features and functions should be on the next version. You know, the one that EVERYONE will want to buy, not just those of us in the “early adopter / Apple fanboy / IT media” space. (sidetrack: Is it weird that 300,000 iPads sold feels like not many because of all the hype?)
I think Apple will probably want to sell the current version of the iPad for a while, but once they start thinking about the version that will come out next year, here are my suggestions on what it should include, as well as the odds the feature will make it into the next device:
1) A video camera: I don’t need a camera for taking pictures or videos (that's what my iPhone and Flip are for), but I would like to have an integrated Webcam on the top of the iPad that could make iChat and Skype video phone calls. The portability of the iPad compared with notebooks would make video calls more enjoyable, especially in those calls when you have multiple people (like when my wife and kids want to talk with my brother and his family). Odds: 2-1.
2) A USB port: I know Apple isn’t big on putting ports and drives onto their devices, but one USB port would do a lot towards allowing for additional functionality on the iPad. A USB port would let you connect a keyboard (not just the Apple one) to make typing and content creation more feasible. A USB port would let you connect an external hard drive for quick data transfer and backup. Odds: 4-1.
3) USB 3.0 support: If Apple does decide to put a USB port on it, I hope they go with USB 3.0, which offers faster transfer speed of data, which will be helpful when we download and transfer even more video and music files to the device. Also, while you’re at it, Apple, fix the charging cable issue where the iPad can only recharge when it’s in sleep mode – I’d like to be able to synchronize with iTunes and recharge the iPad at the same time. Odds: 5-1 (depends on if they add a USB port).
4) A kickstand: When you are holding the iPad, you quickly realize that 1.5 pounds sounds light, but after a while of holding it you want to just set it down somewhere. Sure, there are a bunch of third-party iPad stands and other accessories that can help, but a kickstand like the one on a photo frame would solve that problem immediately. Imagine something that slides or pops out from the back of the device to let you set the iPad on the table in portrait or landscape mode, and you don’t have to adjust your legs or lap to get that right viewing position. Odds: 4-1 (depends on engineering and weight requirements, but I have faith that Apple could do it).
5) Flash support: I only mention this as a true "wish list" item, it would be nice to be able to view Web sites that use Flash, making for a true Web surfing experience. I know Apple will probably be able to bully convince Web sites to support HTML5, and this becomes a non-issue, but it’s really irritating from the end user standpoint. Odds: 600-1.
6) Increased storage capacity: On the high-end iPad models, 64GB of space seems like a lot, but if you really are into buying movies, TV shows, music and have lots of photos, this can run out quicker than you’d think. I figure that by next year, 128GB and maybe even 256GB flash memory will be on for the iPad, so it seems natural they would offer something in these capacities. Odds: 2-1.
7) VPN support: Like the iPhone before it, the second generation of the iPad should at least acknowledge the enterprise and some of its needs for secure access to enterprise data. A VPN client that could let a worker (or even IT guy) use the iPad in order to give quick access to a system (like to reset a server, update a Web site or some other short-term process) would be nice to have. Odds: 6-1 Update: A reader pointed me to the Apple iPad in Business area, which points out it does have VPN support. My bad - I assumed that the first product in the series wouldn't care about business. And in case someone points out that I'm left with 9 items on the list, I'll add LTE network support as my replacement wish.
8) A cleaning pad/cloth: I loved it when I opened my iPhone 3G and Apple had included a cloth that could quickly clear the glass screen from all of my fingerprints. The larger iPad screen only enhances the number of fingerprints on the display, and the increased interest in the iPad from my young children means more grubby fingerprints on the screen. Come on, Apple, spring for the cloth on the next version! Odds: 4-1 (would the cost really go up that much?)
9) Improved Wi-Fi antenna: There’s lots of early complaints from other iPad owners that the Wi-Fi antenna on the iPad isn’t as good as the ones on the iPhone, notebooks or even the iPad Touch. Some speculate the aluminum backing case is shielding some of the Wi-Fi signal. Fortunately I haven’t noticed a performance hit on my iPad with a weaker Wi-Fi signal (I also don’t live in a mansion, and I have an 802.11n router which covers me). But if they can’t fix this with a software update, Apple should fix this in hardware design for the next iPad. Odds: 3-1.
10) Multiple user accounts: The iPad is designed more as a sharing device than an iPod, iPod Touch or an iPhone. With increased usage from multiple people, it makes sense for Apple to include the ability for separate user accounts, so you don’t have to show clients the coloring book application that your kids like so much, or the romance novel that your wife downloaded. This could be a software update (maybe in the next iPhone OS upgrade?), so should be an easy fix for iPad 2.0. Odds: 3-1 (I’m not fully confident that Apple wants to provide this – they’d solve the issue by saying, “Just buy a separate iPad”).
Those are my 10 suggestions – what else would you like to see on the next iPad? Let me know!