“Maximizing Business Intelligence in Today’s Mobile, Social and Big Data World” in Boston on 9/26

CIO-LogoIf you are going to be in Boston on September 26, please join Lane Cooper, Editorial Director of BizTechReports and Contributing Editor to CIO, Computerworld and Network World for an executive discussion on the rapidly evolving role of Big Data and Business Intelligence in today’s enterprise environment.

This is going to be a good one. Big Data and BI are fundamentally transforming the value proposition that IT can bring to the enterprise. It will increasingly determine who the winners and the losers are going to be in a market that depends not only on getting the best data first…but on having the best understanding of key trends to drive effective decision-making.

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Impact, Integrity and Integration Are Key in B2B Marketing Success

AN&V_logoFor B2B marketing success today, communication techniques with impact – like video and interactive demos – and sources with integrity – like social posts from colleagues – have grown in importance and effectiveness, according to a survey recently completed by BizTechReports.

In a recent  national survey of B2B buying habits, BizTechReports evaluated the influence of various forms of content in integrated marketing campaigns and social media. Here are some key findings:

• High-impact communication methods are working. While once relatively unimportant in the B2B marketing mix, video is now deemed “very influential” by 67% of B2B buyers during both the awareness and evaluation stages. Additionally, interactive demonstrations are now cited as “very influential” by more than 73% of buyers during these two stages. And, when testimonials and case studies are integrated into video and interactive demos, the communication’s effectiveness is further improved.

• In social media, the source’s integrity is key. Social media has grown in importance in B2B marketing, but not all social media content is created equal. 64% of B2B buyers stated that the most helpful social media content is “relevant posts from peers and colleagues,” followed by information on “new products and solutions” at 61%. “Promotional offers” were identified by 48%, and “corporate news” lags at 27%. B2B buyers also place more value on interactions with peers on community sites (cited as very influential by 72%) than interactions with peers in less-focused communities like LinkedIn, Twitter or Facebook (identified as very influential by 47%, 41% and 49% respectively).

• Multichannel integration and communication consistency are important. The B2B buyer research affirmed that a wide range of communications alternatives can be effective – including industry press, emails, webinars, direct mail, blogs, community sites, word-of-mouth, vendor directories, trade shows, web searches, banners and advertising. However, the reliability of the product itself and the reputation of the company behind the product are paramount. Marketers should make sure their product reliability and brand reputation are consistently reinforced through an integrated communications campaign that leverages channels that have proven effective in the past or are now proving effective for competitors.

G2Market Inside Scoop: While it’s not surprising that impact, integrity and multichannel integration are key elements of successful B2B marketing efforts, it bears repeating. While content marketing is on track to markedly shift the B2B marketing paradigm, it’s critically important to have a strategy that is well grounded not only in the hottest new tactics and technologies, but in how those exiting emerging approaches can enrich your brand’s image and ability to engage your target audience.

(For more information visit http://www.biztechreports.com).

76 Percent of Global Executives Want Their CEOs to be Social

A new study released today found that the majority of global executives (76 percent) believe that it is a good idea for CEOs to actively participate in social media. These executives recognize a multitude of returns when CEOs are social, including improved company reputation, business results and employee engagement. These findings, from global public relations firm Weber Shandwick and research partner KRC Research, demonstrate that social media is quickly becoming a critical leadership tool.

“CEOs are now expected to be chief content providers for their companies. Social media is not only an efficient and engaging way to relay information but is also linked in executives’ minds with being a better leader,” said Leslie Gaines-Ross , Weber Shandwick’s chief reputation strategist.

The report, The Social CEO: Executives Tell All, reveals deep insights on CEO sociability and provides a guide on the Seven Habits of Highly Social CEOs in order to inspire CEOs. The research was conducted through an online survey of 630 senior professionals from 10 countries around the world, including emerging and developed markets.

The survey defined social media participation as “posting messages, videos, pictures, etc. on a social media site.” Executives in the study are described as having a social CEO — those with CEOs who participate in social media — versus those with an unsocial CEO.

Here are a few highlights from the report:

  • CEO sociability yields multiple dividends – internally and externally
  • Executives report that they favor CEO sociability for several reasons: employees, themselves, are already social; CEO sociability instills positive feelings among employees; and social CEOs are considered better leaders than unsocial CEOs.
  • The top-ranked benefit of CEOs’ sociability, according to 80 percent of executives whose CEOs are social, is company news and information-sharing. Other important advantages include improving company reputation (78 percent), demonstrating company innovation (76 percent), “humanizing” the company, improving employee communications and building media relations (75 percent each) and improving business results (70 percent).
  • Unsocial doesn’t mean anti-social. A personal Facebook profile, Twitter or Weibo handle and YouTube/YouKu channel may not be attractive or feasible for every CEO. The study found that many CEOs who don’t participate in social media are actually already communicating with employees through company intranets (50 percent) and making themselves visible to external constituents on their company websites (62 percent).

G2Market Inside Scoop: Executive involvement in social media is an important component in your content marketing strategy – but it’s critically important to do it right. CEOs are the “big guns” and need to be strategic about the digital platforms in which they engage to ensure that they advance their message. That strategy includes planning to avoid disasters before they occur – that spontaneous “drunken tweet” or loose office party video.

(For more information visit www.krcresearch.com or http://www.webershandwick.com.)

- Allison Johnson
VP, Strategic Marketing, G2Market


Social Media and Digital Agencies Will Vanish Within 10 Years, New Grads Say

A pan-European survey of 2,000 marketing students reveals that more than 80% of the current generation of marketers think stand alone social media and digital marketing agencies will disappear within 10 years as the channel becomes a discipline for all marketers

The current crop of graduates now embarking on a career in advertising and marketing doesn’t believe that they are ‘digital natives’. Rather, they believe it is the generation 10 years younger than they are who will be the true masters of digital media.

These are some of the findings from a new report published last week by the MediaSchool Group. Titled the ‘Next Generation of Marcoms’, the report contains a survey of more than 2,000 students aged between 20 and 25 years old studying Advertising, Marketing Communications, Design, PR and Events.
Students in the UK, France, Spain and Belgium were questioned on five different themes covering: ‘Digital and the Next Generation’, ‘The Future of Marcoms’, ‘Career’ ‘Ethics’ and ‘Inspiration’.

The results reveal a generation convinced that social media is something applicable across all marketing functions. Close to 90% said social media was channel that all marketing practitioners should use and that it was not a ‘stand-alone’ discipline. However 70% either agreed or strongly agreed that 20-25 year olds today are not digital natives – and that the generation ten years younger than them represents the ‘true digital natives’.

Eighty-five percent of respondents either agreed, or strongly agreed, that social media and digital agencies would not be stand alone specialists by 2023; they held that by then, these initiatives either will be integrated with other marcoms agencies or morph into full-service firms themselves.

Other findings include: 77% believe Facebook is the most important social media tool a brand can use to communicate to this generation, and only 40% agreed with a recent statement by Sir Martin Sorrell that Twitter was not an advertising medium.

G2Market Inside Scoop: This survey illustrates an emerging mindset among the new crop of marketing graduates: a view that today’s standalone social media agencies will give way to a landscape dominated by content marketing and so-called “PR Thinking”. This is a logical evolution and one that is visible today as a growing number of PR and advertising agencies step up the pace of incorporating digital marketing specialists into their operations at a rapid pace. This is a paradigm shift with legs: over the next decade, expect advertising and PR agencies to acquire a robust, real-time capability to operate across all media channels.

(For more information visit http://www.publicisgroupe.com.)


<p style=”text-align: right;” dir=”ltr”>-Susan Aluise
<strong><span style=”color: black;”>Sr. Editor, </span><a href=”http://g2market.com/”>G2Market</a></strong></p>

Charging Up Executive Interactions with Analysts & Press




If communicating with important influencers in an effective manner is important to your organization’s success…then we need to find an easy and convenient way to prepare your key executive communicators…early and often!

You are not alone If you have to think twice about your answer. But consider this:

A recent BizTechReports survey of 120 business/technology journalists (including CIO magazine, InformationWeek and Computer World) as well as industry analysts (including IDC, Gartner and Forrester) suggests that only between 25-30 percent of media interviews and briefings are considered highly effective. The top reasons cited for poor interview experiences fall into three categories.

  • 43% of analysts and journalists surveyed indicated that poor interviews were the result of interviewees being unprepared to discuss issues and trends in the industry;
  • 32% reported that poor interviews were the result of subjects showing up to present canned messages or sales pitches that were unresponsive to questions.
  • 29% stated that poor interviews resulted from lack of confidence in the credibility of their interviewees. Executives simply were not believable.

- Lane Cooper
Chief Content Strategist, G2Market