B2B Marketing, Digital Media and Marketing Strategy
We like to measure ourselves against something. We want to know that we are doing good work.
Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average?
Ummm, but what are you comparing yourself too? A number in some book or website, based on the results of businesses nothing like yours?
Stop. Now. [Read more…]
“Overall, a 30% increase in positive Tweets is four times more effective in driving sales than a 30% increase in existing above-the-line advertising.”
That is an impressive statistic, quoted directly from a Twitter infographic and attributed to a study by Deloitte. With the inclusion of a big name audit and consulting firm doing a study of 100 different game releases, it has all of the marks of credibility.
Unfortunately, it isn’t true. [Read more…]
Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach.
Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction.
Here are four mistakes marketers make when using market research data. [Read more…]
An efficient and well targeted online advertising program often means the difference between merely average and outstanding results. However, there is very little quality research available for online planning in B2B.
Here are some of the common challenges marketers face planning a B2B advertising program: [Read more…]
This morning, eConsultancy posted Twitter isn’t very social: study, a review of recent research from Yahoo, taking the position that Twitter is not a social network. In fact, they question if Twitter is more of a broadcast medium than a social medium.
The statistic circulating through Twitter (by the way, being shared between connections on Twitter, but I won’t belabor the point) is that 50% of all content consumed on Twitter is generated by only 20,000 users. The elite, the top 0.05% of twitter users, create 50% of all content consumed on Twitter. Sound impressive? It’s not.
IDG Enterprise released its Cloud Computing Research results at the end of last year, and I finally had the opportunity to review it recently. I just wish I had looked at it earlier. The research is based on a survey of approximately 1,500 IT and business professionals, with good representation of senior IT management and large companies. There is a lot of great data in the research, if you market cloud computing services, it is worth downloading and spending a few minutes with the slides.
Beyond the data points, I saw four key themes. Each is an opportunity for marketers to differentiate their offerings or position in the cloud marketplace.
IT Expects Control
For CIOs, the top concerns are security (two-thirds), followed by access, governance, and meeting standards. And IT is a key stakeholder in cloud decisions at larger companies (more than 80% of the time). In contrast, concerns about business and employee receptiveness is cited by less than 15% of respondents. [Read more…]