Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Ten 2020 Media Trends, in Ten Minutes! (with Sources/Links) - January 2020Richard-Lee Read
A quick top-line overview of Ten Media/Advertising Trends for 2020 - a mixed bag I've gathered from Media Agencies, Owners, Research Firms, etc, with some of my views/comments and handy links at the end!
1) Positive/Increase in Ad Spend in 2020
2) Social Media Ad Spend
3) 'Back to Basics' Approach to Advertising
4) TV
5) Sound
6) Programmatic Out-of-Home
7) Privacy & 'Cookie Crumbling'
8) 'Superapps'
9) eSports
10) Pinterest100
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Ten 2020 Media Trends, in Ten Minutes! (with Sources/Links) - January 2020Richard-Lee Read
A quick top-line overview of Ten Media/Advertising Trends for 2020 - a mixed bag I've gathered from Media Agencies, Owners, Research Firms, etc, with some of my views/comments and handy links at the end!
1) Positive/Increase in Ad Spend in 2020
2) Social Media Ad Spend
3) 'Back to Basics' Approach to Advertising
4) TV
5) Sound
6) Programmatic Out-of-Home
7) Privacy & 'Cookie Crumbling'
8) 'Superapps'
9) eSports
10) Pinterest100
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
Over the last 18+months, consumer behavior has witnessed tectonic shifts owing to the pandemic. Capgemini's recent report highlights these dynamic trends and evolving consumer behavior for consumer products and retails industries as we move forward in the new year.
the presentation shows how the world is consuming media. This report compares all categories of media advertising including audio, digital, mobile and OOH . The report also shows region wise media consumtion
The State of TV Advertising by the NumbersActiveChannel
An overview of the Association of National Advertisers and Forrester Research Report 9th Feb 2010 in regards to TV Advertising and the changing perceptions of marketers to the 30 sec commercial spot. Any feedback is greatly appreciated and can be sent to todd [at] activechannel.tv
Trends in Digital Advertising in North America. Presentation covers overall market trends, industry wise trends and top technology trends.
Data compiled from various sources over the internet.
Chinese are changing their consumer behaviour in response to COVID-19.
Know what trends you should expect to see and make sure your business is ready to adapt.
Car buying landscape: the road ahead by QuoraSocial Samosa
Quora, Talkwalker, and Grant Thornton Bharat collaborate to release a report highlighting the latest car buying trends on digital platforms and how the customer experience will be improved with a shift from physical to digital.
The New Face of Retail: Retail and Consumer Trends Reshaping the LandscapeL.E.K. Consulting
There are several trends reshaping the U.S. retail market today, from the decline of traditional media to smaller, more focused branding. In this webinar with ACG, L.E.K. Consulting’s Rob Haslehurst and Jon Weber discuss the trends reshaping the retail market today.
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
As more consumers shift towards virtual means of engagement and communication with brands, businesses, and other people, marketers were signaled to adopt a digital-first approach to advertising. Get more insights through this presentation.
Full blog here - https://digitalmarketingphilippines.com/digital-advertising-trends-2021-mid-year-report-infographic/
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
Over the last 18+months, consumer behavior has witnessed tectonic shifts owing to the pandemic. Capgemini's recent report highlights these dynamic trends and evolving consumer behavior for consumer products and retails industries as we move forward in the new year.
the presentation shows how the world is consuming media. This report compares all categories of media advertising including audio, digital, mobile and OOH . The report also shows region wise media consumtion
The State of TV Advertising by the NumbersActiveChannel
An overview of the Association of National Advertisers and Forrester Research Report 9th Feb 2010 in regards to TV Advertising and the changing perceptions of marketers to the 30 sec commercial spot. Any feedback is greatly appreciated and can be sent to todd [at] activechannel.tv
Trends in Digital Advertising in North America. Presentation covers overall market trends, industry wise trends and top technology trends.
Data compiled from various sources over the internet.
Chinese are changing their consumer behaviour in response to COVID-19.
Know what trends you should expect to see and make sure your business is ready to adapt.
Car buying landscape: the road ahead by QuoraSocial Samosa
Quora, Talkwalker, and Grant Thornton Bharat collaborate to release a report highlighting the latest car buying trends on digital platforms and how the customer experience will be improved with a shift from physical to digital.
The New Face of Retail: Retail and Consumer Trends Reshaping the LandscapeL.E.K. Consulting
There are several trends reshaping the U.S. retail market today, from the decline of traditional media to smaller, more focused branding. In this webinar with ACG, L.E.K. Consulting’s Rob Haslehurst and Jon Weber discuss the trends reshaping the retail market today.
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
As more consumers shift towards virtual means of engagement and communication with brands, businesses, and other people, marketers were signaled to adopt a digital-first approach to advertising. Get more insights through this presentation.
Full blog here - https://digitalmarketingphilippines.com/digital-advertising-trends-2021-mid-year-report-infographic/
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
Digital Advertising in India and disruptive trendsRedSeer
The advertising industry has found new, unique and effective ways to communicate to the target audience through digital mediums. This mode of communication geared up following the COVID pandemic. Further, a surge in the usage of smartphones and internet services has opened many doors for digital advertising. As per our data, digital ad spending in India is expected to become 2.5X in the next five years to USD 21 Bn.
At the centre of this digital shift is the user-generated content and influencer ecosystems that can drive highly targeted advertising. This strong ecosystem of ~2.5 to 3 million creators is expected to drive marketing spending of $2.8Bn- $3.5Bn by 2028.
Mobile Goes Mainstreet: Consumers Lead the Way — Key Trends and Investment Op...Linda Gridley
The number of smartphone users in the U.S. is consistently growing and the connected user is turning to mobile more and more frequently for everyday consumption. Global mobile data traffic is predicted to increase 26-fold between 2010 and 2015. Smartphone and tablet revenues overtook traditional desktop and laptop revenues in 2013. At the same time, the amount of time users are spending on mobile daily is increasing. Mobile commerce sales are reaching all-time highs, and now represent 12% of total digital commerce, while mobile traffic represent about 40% for major eCommerce retailers such as Amazon, eBay, Apple, and Walmart.
The mobile industry was unquestionably the most important growth channel across digital media. Some of the most important trends we’ve seen in the sector include:
Average mobile (plus tablet) time spend now equal to desktop
Mobile is no longer just for gaming. Growing number
of use cases and apps hitting mass adoption— utilities, productivity,shopping, media & entertainment
Total mobile ad revenue grew twofold in 2013, and still only represents 2% of total ad spend but 12% of total media time spend
Strong M&A and funding environment – First $1bn M&A deal in mobile. Q3’13 was record quarter for mobile
Digital media leaders such as Facebook and Twitter realigned their organizations to mobile over the past two years and now see 40% plus of their revenue from the mobile channel
The evolution of mobile as the next computing platform is just beginning to take shape, bringing new billion market opportunities to the digital media ecosystem. We believe it is still early in this evolution and expect to see new technologies and innovative applications to fuel continued growth over the next five years.
Los números más importantes del 2015 y las tendencias que hay que monitorear en el 2016
The numbers that mattered in 2015 and the trends to watch in 2016
Source: GlobalWebIndex
Marketing Realities in a Growing Digital EconomyJohn F. Abate
Technology is quickly changing the way we view and interact with the world today. The global economy is also aligning with technological innovations at a meteoric pace. Hence, today the world is witnessing a speedy migration from the conventional economic model to the digitized or digital economy. The digital economy refers to the economic activities that stem from the global interconnectedness between people, businesses, and data over the Internet. Therefore, for marketing in the twenty-first century to be relevant and effective, it must align with the various intricacies and demands of the global digital economy.
According to the Interactive Advertising Bureau (IAB), the Internet economy is growing seven times as fast as the larger US economy. The report further provides that the Internet accounts for about 12 percent of the gross domestic product (GDP). Also, the Internet accounted for $2.45 trillion of the US GDP in 2020. Statistica reported that by 2025 about 94.2 percent of people in the United States would have access to the Internet. Also, by 2025 mobile phone subscriptions will hit 154 per 100 individuals in the US. Global digital marketing will reach $786.2 billion by 2026, while digital marketing and advertising in the United States is estimated at $155.3 billion in 2021.
The advancements in Internet technologies and telecommunications has turned the whole world into one global and interconnected digital village. Such interconnectivity has made it easier for people to connect with people and for businesses to connect with people or other businesses. Read more on our presentation the digital advertising trends this 2020.
Check out our original blog post here - https://digitalmarketingphilippines.com/digital-advertising-trends-in-2020-infographic/
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
Mobile and Social Media ( http://www.socialgonemobile.com ) has arrived with new challenges and opportunities and is poised to revolutionize the way organizations deliver, consume, and disseminate on information. The convergence of mobile technology with social networking are empowering more and more people to make real-time decisions. Users can communicate with decision groups or customers while surfing through relevant useful data on their handheld devices and converting them to reach an actionable insight that support to rapid decision-making which is key to improving the profitability of business nowadays .
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
Similar to Time for consumer goods companies to rethink digital marketing (20)
Using Adaptive Scrum to Tame Process Reverse Engineering in Data Analytics Pr...Cognizant
Organizations rely on analytics to make intelligent decisions and improve business performance, which sometimes requires reproducing business processes from a legacy application to a digital-native state to reduce the functional, technical and operational debts. Adaptive Scrum can reduce the complexity of the reproduction process iteratively as well as provide transparency in data analytics porojects.
It Takes an Ecosystem: How Technology Companies Deliver Exceptional ExperiencesCognizant
Experience is evolving into a strategy that reaches across technology companies. We offer guidance on the rise of experience and its role in business modernization, with details on how orgnizations can build the ecosystem to support it.
The Work Ahead: Transportation and Logistics Delivering on the Digital-Physic...Cognizant
The T&L industry appears poised to accelerate its long-overdue modernization drive, as the pandemic spurs an increased need for agility and resilience, according to our study.
Enhancing Desirability: Five Considerations for Winning Digital InitiativesCognizant
To be a modern digital business in the post-COVID era, organizations must be fanatical about the experiences they deliver to an increasingly savvy and expectant user community. Getting there requires a mastery of human-design thinking, compelling user interface and interaction design, and a focus on functional and nonfunctional capabilities that drive business differentiation and results.
The Work Ahead in Manufacturing: Fulfilling the Agility MandateCognizant
According to our research, manufacturers are well ahead of other industries in their IoT deployments but need to marshal the investment required to meet today’s intensified demands for business resilience.
The Work Ahead in Higher Education: Repaving the Road for the Employees of To...Cognizant
Higher-ed institutions expect pandemic-driven disruption to continue, especially as hyperconnectivity, analytics and AI drive personalized education models over the lifetime of the learner, according to our recent research.
Engineering the Next-Gen Digital Claims Organisation for Australian General I...Cognizant
In recent years, insurers have invested in technology platforms and process improvements to improve
claims outcomes. Leaders will build on this foundation across the claims landscape, spanning experience,
operations, customer service and the overall supply chain with market-differentiating capabilities to
achieve sustainable results.
Profitability in the Direct-to-Consumer Marketplace: A Playbook for Media and...Cognizant
Amid constant change, industry leaders need an upgraded IT infrastructure capable of adapting to audience expectations while proactively anticipating ever-evolving business requirements.
Green Rush: The Economic Imperative for SustainabilityCognizant
Green business is good business, according to our recent research, whether for companies monetizing tech tools used for sustainability or for those that see the impact of these initiatives on business goals.
Policy Administration Modernization: Four Paths for InsurersCognizant
The pivot to digital is fraught with numerous obstacles but with proper planning and execution, legacy carriers can update their core systems and keep pace with the competition, while proactively addressing customer needs.
The Work Ahead in Utilities: Powering a Sustainable Future with DigitalCognizant
Utilities are starting to adopt digital technologies to eliminate slow processes, elevate customer experience and boost sustainability, according to our recent study.
AI in Media & Entertainment: Starting the Journey to ValueCognizant
Up to now, the global media & entertainment industry (M&E) has been lagging most other sectors in its adoption of artificial intelligence (AI). But our research shows that M&E companies are set to close the gap over the coming three years, as they ramp up their investments in AI and reap rising returns. The first steps? Getting a firm grip on data – the foundation of any successful AI strategy – and balancing technology spend with investments in AI skills.
Operations Workforce Management: A Data-Informed, Digital-First ApproachCognizant
As #WorkFromAnywhere becomes the rule rather than the exception, organizations face an important question: How can they increase their digital quotient to engage and enable a remote operations workforce to work collaboratively to deliver onclient requirements and contractual commitments?
Five Priorities for Quality Engineering When Taking Banking to the CloudCognizant
As banks move to cloud-based banking platforms for lower costs and greater agility, they must seamlessly integrate technologies and workflows while ensuring security, performance and an enhanced user experience. Here are five ways cloud-focused quality assurance helps banks maximize the benefits.
Getting Ahead With AI: How APAC Companies Replicate Success by Remaining FocusedCognizant
Changing market dynamics are propelling Asia-Pacific businesses to take a highly disciplined and focused approach to ensuring that their AI initiatives rapidly scale and quickly generate heightened business impact.
The Work Ahead in Intelligent Automation: Coping with Complexity in a Post-Pa...Cognizant
Intelligent automation continues to be a top driver of the future of work, according to our recent study. To reap the full advantages, businesses need to move from isolated to widespread deployment.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Welocme to ViralQR, your best QR code generator.ViralQR
Welcome to ViralQR, your best QR code generator available on the market!
At ViralQR, we design static and dynamic QR codes. Our mission is to make business operations easier and customer engagement more powerful through the use of QR technology. Be it a small-scale business or a huge enterprise, our easy-to-use platform provides multiple choices that can be tailored according to your company's branding and marketing strategies.
Our Vision
We are here to make the process of creating QR codes easy and smooth, thus enhancing customer interaction and making business more fluid. We very strongly believe in the ability of QR codes to change the world for businesses in their interaction with customers and are set on making that technology accessible and usable far and wide.
Our Achievements
Ever since its inception, we have successfully served many clients by offering QR codes in their marketing, service delivery, and collection of feedback across various industries. Our platform has been recognized for its ease of use and amazing features, which helped a business to make QR codes.
Our Services
At ViralQR, here is a comprehensive suite of services that caters to your very needs:
Static QR Codes: Create free static QR codes. These QR codes are able to store significant information such as URLs, vCards, plain text, emails and SMS, Wi-Fi credentials, and Bitcoin addresses.
Dynamic QR codes: These also have all the advanced features but are subscription-based. They can directly link to PDF files, images, micro-landing pages, social accounts, review forms, business pages, and applications. In addition, they can be branded with CTAs, frames, patterns, colors, and logos to enhance your branding.
Pricing and Packages
Additionally, there is a 14-day free offer to ViralQR, which is an exceptional opportunity for new users to take a feel of this platform. One can easily subscribe from there and experience the full dynamic of using QR codes. The subscription plans are not only meant for business; they are priced very flexibly so that literally every business could afford to benefit from our service.
Why choose us?
ViralQR will provide services for marketing, advertising, catering, retail, and the like. The QR codes can be posted on fliers, packaging, merchandise, and banners, as well as to substitute for cash and cards in a restaurant or coffee shop. With QR codes integrated into your business, improve customer engagement and streamline operations.
Comprehensive Analytics
Subscribers of ViralQR receive detailed analytics and tracking tools in light of having a view of the core values of QR code performance. Our analytics dashboard shows aggregate views and unique views, as well as detailed information about each impression, including time, device, browser, and estimated location by city and country.
So, thank you for choosing ViralQR; we have an offer of nothing but the best in terms of QR code services to meet business diversity!
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Securing your Kubernetes cluster_ a step-by-step guide to success !
Time for consumer goods companies to rethink digital marketing
1. • Cognizant Reports
cognizant reports | May 2013
Time for Consumer Goods Companies
to Rethink Digital Marketing
Consumer goods companies must reinvent their digital marketing
capabilities to actively engage consumers and move them along the path
to purchase by consistently delivering highly personalized, authentic
and valuable brand experiences across marketing channels.
2. cognizant reports 2
U.S. Media Subscriber Base
Figure 1
* Estimates
Source: eMarketer, Nielsen, Newspaper Association of America, Digital TV Research, Audit Bureau of
Circulations and Media-CMI
60
80
100
120
140
160
180
200
2016*2015*2014*2013*2012*201120102009200820072006200520042003
MillionsofUsers
Social Media Smartphone TV Newspaper
Social media and smartphones outgrow TV and newspapers.
Executive Summary
Social media tools and other digital techniques
are transforming approaches to marketing
across industries. Nowhere is this phenomenon
more pronounced than in consumer goods (CG),
where digital marketing is reinventing brand
relationships by enabling a rich dialog between
manufacturers and consumers. By inserting
themselves into the digital conversation, CG mar-
keters can engage consumers along the entire
path to purchase with economical and person-
alized campaigns derived from vast amounts of
customer behavior data collected across numer-
ous touchpoints. However, this approach requires
marketers to acquire new capabilities.
Many leading companies are embracing a new,
enterprise-level marketing capability model.
This model allows them to craft a holistic and
adaptive digital marketing strategy to deal with
ever-shifting consumer behavior, influenced
by traditional online and fast-growing mobile
technologies. It aims to rewire conventional
marketing structures to create a digital market-
ing factory built for speed, scale and efficiency
in place of today’s fragmented agency-centric
approach. The approach also integrates dispa-
rate sets of customer data as the foundation
for new consumer behavior insights. The model
relies on an integrated digital asset management
foundation that provides marketers with tools to
effectively manage marketing collateral and
create a unified consumer experience, regardless
of channel or device.
Criticaltothismodel’ssuccessisthedeploymentof
talent well-versed in digital marketing tools such as
predictive analytics. Also important is a cross-
functional team within the organization to deliver
a consistent yet differentiated and valuable
consumer experience across channels. A common
characteristic among companies with advanced
enterprise-level digital/social capabilities is a high
degree of collaboration between the CMO and CIO.
Marketers of consumer-facing companies should
begin investing in understanding and mastering
the new enterprise-level digital marketing capa-
bilities to enable the next level of relevant and
authentic interactions with consumers, anytime
and anywhere. To do this, CG marketers must tap
into the potential of social media, mobile, analyt-
ics and cloud technologies (the SMAC StackTM
)
to shape consumer perception of their brands
and improve their market reach and reputation.
Marketers who accurately anticipate and quickly
serve consumer needs will improve their chances
of elevating their brands in the increasingly con-
nected and cluttered digital world, building last-
ing customer engagements that influence shop-
ping and retail buying behavior.
Success will be defined by how well compa-
nies manage and deliver relevant and engaging
consumer experiences. CG companies, there-
fore, need effective digi-social strategies that
clearly differentiate them from their competitors.
As consumers become increasingly digital, CG
companies have only two choices: adapt or
become irrelevant.
3. cognizant reports 3
Consumers Reinvent Marketing
Digital is the single most disruptive force in
consumer marketing since the launch of
television over 50 years ago. It has redefined
how consumers learn, shop, buy, collect and
share their experiences. And the journey has only
just begun. By 2016, users of social media and
smartphones are projected to outnumber TV and
newspaper subscribers (see Figure 1, previous
page). Marketers are rushing to be where their
customers are by increasing spending on digital
media and mobile marketing (see Figure 2).
Embracing a “Digital Life”
Today, there are more active wireless devices
than American citizens.1
Research from Pew Inter-
net reveals that roughly 56% of U.S. cell phone
owners use their devices to access the Internet.2
More than 60% of individual consumers with an
Internet connection in the U.S. visit social media
U.S. Advertiser Spending
Figure 2
* Estimates
Sources: eMarketer and BiaKelsey
High growth estimated for online and mobile.
0
$10
$20
$30
$40
$50
$60
$70
$80
2008 2009 2010 2011 2012* 2013* 2014* 2015* 2016*
Spending(inbillions)
TV Online Newspaper Mobile Social Media
Consumers Moving Toward a Digital Life
• 75.6% of the U.S. population is online.
• Two-thirds of Web users will use social networks.
• 70.8% of Web users will watch online videos.
• 88.1% of Web users over age 14 will browse or research products online.
• 83.9% of these researchers will make at least one purchase.
Average time spent per day with major media by U.S. adults (in minutes)
2009 2010 2011 2012
TV 267 264 274 278
Online 146 155 167 173
Radio 98 96 94 92
Mobile (nonvoice) 22 34 54 82
Print* 55 50 44 38
• Newspapers 33 30 26 22
• Magazines 22 20 18 16
Other 44 47 45 36
Total 632 646 678 699
Note: Time spent does not include multitasking; for example, 60 minutes of multitasking online and with TV counts
as 60 minutes for both TV and online.
*Offline reading only
Source: Chief Marketing Officer Council and eMarketer
Figure 3
4. cognizant reports 4
platforms every day.3
Americans now spend an
average 2.7 hours a day socializing via their mobile
devices.4
This will only increase with the exponen-
tial growth in smartphone adoption, as additional
consumers spend even more time online social-
izing, playing games and researching and buying
products (see Figure 3, previous page).
Growing Digital Spend by Marketers
According to a 2013 Gartner report, “On aver-
age, companies spent 10.4% of their annual 2012
revenue on overall marketing activities,” and, “Digi-
tal marketing budgets total 2.5% of revenue and
will increase 9% this year.”5
Marketers are shifting
more of their spending to Internet and mobile chan-
nels, where consumers are spending more time
than with print, TV and radio (see Figure 4).
This growth is occurring across all interactive chan-
nels. Interactive Advertising Bureau (IAB) reports
that digital advertising revenues in the U.S., across
industries, hit an historic high of $36.6 billion in
2012, with 15.4% year-over-year growth and dou-
ble-digit growth for the third consecutive year (see
Figure 5).6
With 62% of shoppers using at least one
digital deal on over half of their shopping trips, it
is no surprise that investments in traditional trade
promotion are being redeployed to higher-value
digital and shopper marketing7
investments (see
Figure 6, next page).8
Digital Reinvents Brand Relationships
Digital marketing differs from traditional mass
marketing on two critical dimensions (see sidebar,
next page). First, it enables a dialog between
consumers and the brand. However, such a
conversation will only continue if the content
is relevant, timely and authentic. Marketers
must provide consumers with opportunities to
engage with the brand rather than perpetu-
ally “selling” the brand to them. It’s no longer
about features and benefits; rather, consumers
are searching for relevant experiences. Second,
because marketers are able to understand the
Figure 4
Source: Kleiner Perkins Caufield & Byers
Note: Print includes newspapers and magazines. Internet (excluding mobile) advertising reached $30 billion
in the U.S. in 2011 according to IAB, and mobile advertising reached $1.6 billion. The $20 billion opportunity
assumes an equal share of Internet and mobile ad spend.
Percent of time spent in media vs. percent of advertising spending (U.S., 2011)
YOY decrease in spending between 2010 and 2011
%oftotalmediaconsumptiontime
andadvertisingspending
Time Spent Ad Spend
YOY increase in spending between 2010 and 2011
Internet Advertising:
$30B
Mobile Advertising:
$1.6B
7%
15%
43%
26%
10%
25%
11%
42%
22%
1%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
~$20B+
U.S.
opportunity
Not In Sync: Marketers’ Ad Spending vs. Consumers’ Time Spent on
Internet and Mobile
No change in YOY spending between 2010 and 2011
Soaring U.S. Digital Advertising
Revenues
• Double-digit growth for three consecutive years:
14.5% year-over-year in 2010, 22% year-over-
year in 2011 and 15.4% year-over-year in 2012.
• CG contributed 7% of revenues in 2012, up from
6% in 2011.
• Mobile advertising revenues registered 111%
year-over-year growth, with 2012 revenues
of $3.4 billion.
• Digital video, a component of display-related
advertising, grew 29% year-over-year in 2012,
with revenues of $2.33 billion.
• Search revenues grew by 14.5% year-over-year,
with 2012 revenues of $16.9 billion.
• Display-related advertising revenues grew
9% year-over-year in 2012, with revenues of
$12 billion.
Source: Interactive Advertising Bureau
Figure 5
5. cognizant reports 5
consumer’s browsing and engagement behaviors
and location/context, they can and must offer
increasingly personalized, geo-location-relevant
messages and promotions.
The intimacy available through digital reso-
nates with consumers. Consider that for the CG
industry, mobile media outperforms online media
in its ability to drive brand favorability (up 85%)
and purchase intent (up 170%), according to
Insight-Express. Meanwhile, a Bain & Co. study
found that consumers interacting with compa-
nies over social media spent 20% to 40% more
with them compared with other customers.9
Social media is also invaluable as a channel to
facilitate innovation (see Figure 7, next page).
Combined with mobility, social media completes
the consumer feedback loop, allowing consumers
to provide input on their experience and decision-
making process in real-time.
In a recent DataXu study, 82% of respondents
said digital marketing provides superior insights
on consumer behavior compared with other
types of marketing. Also, more than 75% of
respondents said consumer data generated by
digital marketing improves their commercial
success.10
Digital also offers marketers the ability
Quick Take
Six Ways Marketers Can Benefit From Shifting To Digital
1. Engage consumers by interacting with them along the entire path to purchase.
2. Create consumer experiences that redefine brand relevance and value.
3. Tailor campaigns cost-effectively to target niche markets and specific audiences with relevant messages.
4. Aggressively test promotion concepts, tactics and values to determine which combination of factors
yields the best results.
5. Leverage new technologies and advanced analytics to distill insights on consumer behavior,
building a digital factory to quickly and efficiently reach consumers and new channels as they emerge
(e.g., Pinterest), to reduce non working spend.
6. Variabilize and save money on their marketing infrastructure.
Expected Changes in CG Manufacturers’ Advertising and Promotion Mix
Figure 6
Source: Grocery Manufacturers Association and Booz & Co.
* Digital media is an average of mobile marketing, paid search, Internet brand advertising, social media
and owned media.
** Traditional media is an average of TV, print and other paid media.
Note: The numbers do not add up to 100%, as nonrespondents are screened out, and those who respond
do not necessarily indicate their options for all the choices included for a question.
Response base: Includes the following:
Shopper Survey n=~2,706.
Industry Survey n = 34 (CPG manufacturers with +$200 billion in global sales, retailers and shopper
marketing agencies).
Interviews = 28 (senior executives of CPG manufacturers, shopper marketing technology providers
and agencies).
Shopper marketing and digital media lead, while traditional media and trade promotions lag.
Percent of respondents
Trade Promotions
Traditional Media**
Consumer Promotions
Digital Media*
Shopper Marketing
9
3
36
55
10
16
28
40
28
24
18
10
3
7
13
3
40% 20% 0% 20% 40% 60% 80% 100%
Increase >5%
Increase 0-5%
Decrease 0-5%
Decrease >5%
Average annual increase or decrease
over the next three years:
6. cognizant reports 6
data to derive both market insights and per-
formance metrics. CG marketers can leverage
these granular consumer insights to enhance
brand awareness by engaging with customers
at the right place and time. Forward-looking
companies use analytics to identify evolving
market niches and consumer needs and serve
them with customized products. CG companies
should also use analytics to identify inefficien-
cies to improve operational performance.
Getting to these insights is not easy. There
are three essential capabilities required to
succeed. First, companies need to make
sense of all the data sets required to support
insights. This includes structured shipment
and POS data; semi-structured data such as
shopper card data; and unstructured data such
as social media. They need to define how this
data will be collected, sifted and stored.
Second, companies need to determine who
will analyze the data and create new insights.
While analysis is a common capability in CG
companies, advanced analytics is not. A robust
analytics strategy is needed to avoid disjointed
silos, each with individual learning curves.
Finally, companies need to define who will
activate the insights to generate value. Indus-
tries such as life sciences and financial services
are adopting new approaches to analytics,
where third parties do the data and analytics
heavylifting, freeing the marketing and sales
teams to act on the insights.
Without robust analytical capabilities, market-
ers will find it difficult to effectively use the
How Social Media Helps in the Entire Value Chain
Value Chain Step Case / Example Impact
Product development Procter & Gamble • R&D costs: -6% per year
Marketing Old Spice
• Sales: +16%
• Campaign costs: -80%
Sales Ricardo.ch, Sellaround.net • Transactions: +18,000 per month
External communication McDonald’s • Stock price: +5%
Human resources
Allianz, Bertelsmann, Henkel,
McKinsey & Co.
• Reach: +20%
• Cost: -27%
• Quality: +36%
Internal applications Mountain Equipment Co-op • Efficiency gains: >90%
Source: McKinsey
Figure 7
to precisely track and influence consumer behav-
ior along the entire path to purchase.
Digital Marketing’s New Requirements
Personalization has profoundly changed the
digital marketing landscape. In fact, in the
pre-digital era, marketers could not go beyond
targeting broad customer segments, while in
the digital era, they target individuals. Individu-
als can include specialized groups with unique
interests or an entire emerging middle class
(with the opening of global markets), each with
unique preferences and needs. With the advent
of advanced digital tools and social media, CG
manufacturers can either build or reestablish
brand relevance consumer-by-consumer, in ways
that uniquely appeal to each individual. To fully
exploit this opportunity, CG marketers must
rebuild (or in many cases, build) their capabilities.
• Social media: CG marketers must use social
media to build customer communities, feed
them with relevant content and encourage
users to review products and share their
recommendations with friends and peers.
A case in point: Maker’s Mark promised to
restore the original formula for its bourbon
after a weeklong social media backlash from
loyal customers resisting a minor change.11
• Mobile: U.S. consumers increasingly use
shopping apps on their smartphones.12
CG
companies can learn from retailers that use
mobile ads and coupons, as well as customized
e-mail alerts, to influence customers’ shopping
behavior by pushing relevant offers and dis-
counts via location-aware services and apps.
• Analytics: Analytics plays an important role
in making sense of consumer and marketing
7. cognizant reports 7
customer data they gather, thus losing the
opportunity to monetize insights that could be
derived from such data.
• Cloud: When combined with social media,
mobility and analytics, cloud can help CG
companies become more agile, increase
market share, accelerate innovation and
deepen customer relationships at much lower
costs. Companies can quickly and inexpen-
sively deploy IT infrastructure and computing
resources for marketing, set up direct-to-
consumer storefronts, and provide interfaces
with retailers and suppliers to streamline
demand and supply chains. As mentioned
above, we see cloud-based models and analyt-
ics services providers emerging in other indus-
tries. It’s simply a matter of time before this is
adopted by CG companies of all sizes.
An Emerging Marketing Capability
A first step is often to assess the internal
capability landscape. A beverage company found
over 275 Web sites with duplicate capabilities
across brands. This baseline analysis can help
shape the business case for change. Needless to
say, the full support of top leadership is crucial for
accomplishing such a change in culture.
Rewire the ‘Digital Marketing Factory’
According to the CMO Council survey, only 9%
of respondents had a highly evolved digital
marketing model. Mean-
while, 36% of respon-
dents reported embracing
marketing point solutions
that are not unified or
well integrated.13
The avail-
ability and use of multiple
marketing channels adds
to the confusion. A recent
survey by Aprimo sug-
gests that more than 37%
of CMOs believe that inte-
grating and tracking mul-
tiple marketing channels
is their biggest challenge;
28% find it challenging
to do more with less; and
18% rank measurement
and accountability as a top
challenge.14
According to a recent report by DataXu, a sig-
nificant number of respondents see the lack of a
single cross-channel digital marketing platform as
a significant obstacle to their marketing efforts.15
With agency-driven approaches limiting a brand’s
vision, companies will be better served by an inte-
grated marketing platform that allows brand own-
ers to see how shoppers and consumers interact
with individual brands and across the portfolio.
These insights will help marketers understand
what motivates that particular consumer, setting
the stage for more relevant future messages.
CG marketers also stand to benefit from an
end-to-end view of consumer behavior, allow-
ing better segmentation and personalization
through greater access to consumer insight and
intelligence, thus improving spend efficiency
and ROI on advanced analytics initiatives. The
good news is that marketers can start small with
highly structured, hypothesis-based experiments
yielding precise outcomes metrics. Ideas that
fall short create new learning at low cost, and
Model
Leading CG companies are challenging conven-
tional wisdom by embracing a new digi-social
operating model. Core elements of this emerging
marketing capability model include:
• Reinvent digital: Create a holistic digital
marketing vision.
• Rewire: Craft a ”digital marketing factory”
built for speed, scale and efficiency, as well as
integrating data.
• Rebuild: Establish integrated digital asset
management processes for a unified
consumer experience.
• Retool the team: Include analytics profession-
als and tools to derive insights.
• Rethink the organization: Restructure
operations to deliver consumer value vs.
managing brands.
Reinvent Digital
A holistic digital strategy is essential for CG
companies to leverage the full strategic ben-
efit of new channels for innovation, enable
cross-brand promotions and merchandising,
and measure corporate reputation health. CG
companies, therefore, need to quickly formu-
late and then deploy an integrated approach for
contending with continuously shifting consumer
behavior and the onslaught of digital tools and
channels. To succeed, companies must closely
align their enterprise strategy with key business
objectives.
With agency-driven
approaches limiting
a brand’s vision,
companies will
be better served
by an integrated
marketing platform
that allows brand
owners to see
how shoppers and
consumers interact
with individual
brands and across
the portfolio.
8. cognizant reports 8
promising experiments can be scaled quickly,
particularly on a cloud-based enterprise digital
marketing platform.
Rebuild the Foundation with Integrated Digital
Asset Management
As CG companies and marketers deal with the
continuing digitization of the consumer experi-
ence, they will benefit from robust digital asset
management (DAM) (see sidebar). Without solid
DAM capabilities in place, marketers will find it
challenging to prevent unnecessary duplication,
ensure quality of content, improve interactions
with consumers and control production costs.
DAM also helps marketers manage all assets cen-
trally, thus addressing the collateral fragmentation
that is rife at many CG companies. DAM platforms
have advanced to a level where it is possible to
publish content on social channels directly.
One CG company we worked with leveraged a
DAM solution to support ”brand books” to ensure
its creative, content and marketing functions all
have the same look and feel across traditional
and digital agencies, production companies, social
media outlets and other myriad partners. Simi-
larly, a large sales organization that we advised
replaced its three-inch binders of printed sales
materials with a tablet-based, DAM-enabled solu-
tion that allows marketing to tailor messages by
customer and geography. The sales team appreci-
ated having the latest content at their fingertips.
The changing digital marketing landscape has
had a significant impact on agencies. A recent
CMO Council survey reveals that a majority of
traditional advertising agencies have failed to
evolve their capabilities to service the digital
marketing needs of their clients. Marketers must,
therefore, rethink their approach to media buying
to find partners suited for designing, building and
distributing customized content.
Retool Team Talent
Very few companies understand how to harness
the power of digital marketing, largely due to
the significant shortage of talent16
well-versed
with digital marketing (see Figure 8). Similar
implications exist for analytical capabilities.
DataXu reports that more than half of the respon-
dents (300-plus) it surveyed said their companies
struggle to analyze the large amounts of data
generated from their digital marketing initiatives.
It further identifies the lack of analytic skills and
appropriate software/technology as top factors
affecting respondents’ abilities to develop and
act on insights informed by marketing data in
real-time.17
Companies that build the right talent and analytics
capabilities will find it easier to pull ahead of the
competition. CG companies are looking to indus-
The Top 10 Most Difficult Marketing
Positions to Recruit
1. Executive Creative Director
2. Partner / CEO / Managing Director
3. Chief Technology Officer
4. Strategist / Planner
5. Director of Technology
6. User Experience Designer
7. Mobile Developer
8. Creative Director
9. Account Director
10. Chief Sales / Marketing Officer
Source: Society of Digital Agencies
Figure 8
Quick Take
Benefits of Digital Asset Management
• Agility: Helps CG companies achieve faster time-to-market schedules by sharing and using
marketing material across appropriate markets.
• Efficiency: Enables consistency in marketing-related activities; improves the speed of execution and
efficiency.
• Measurability: Makes it easier to track usage of assets across channels and provides data that
enables marketers to understand the effectiveness of the assets.
• Cost savings: Marketing materials can be rapidly vetted and approved for campaigns and quickly and
cost-effectively pushed into the market.
9. cognizant reports 9
tries with deep analytics capabilities, recruiting
from universities with strong analytics programs
and, in some cases, partnering with a third party
to deliver analytics and insights as a service.
Rethink the Organization
Companies must enable partnerships among
cross-functional teams to ensure consistent yet
differentiable and valuable digital experiences
for consumers across channels. However, many
companies lack the necessary talent. Companies
need to build talent well-versed in digital, either
through training or acquisition.
As technology becomes
the key enabler of a
successful marketing
strategy, the case for
symbiotic collaboration
between marketing and
IT is emerging more
strongly. The IT function
should be repositioned as a
strategic partner to advise
on and deploy key mar-
keting technology compo-
nents (see Figure 9).
This collaboration starts
with improved CIO/CMO collaboration. CIOs need
to expand their role from a focus on IT costs or
process enablement to being a thought leader on
As consumers increasingly embrace a “digital
life,” they will continue to seek more convenient,
interactive, personalized and value-added
experiences from digital channels. It is impera-
tive, therefore, for consumer-facing companies
to invest in new digital marketing capabilities,
talent and tools to build nimble, fast and
efficient marketing organizations to deliver such
brand experiences to their customers.
The goal of digital marketing is to create consis-
tently relevant and authentic interactions with
consumers, regardless of time and place. The
emerging marketing capability model is designed
to provide consumers with a seamless experi-
ence across marketing channels, through retail-
ers, in-store and online. In our experience, the
first challenge is to understand current digital/
social activity, investment and metrics across the
business. This can be difficult because spending
data is often held by third-party agencies, and
detail is difficult to achieve. However, conducting
this baseline will provide a fact-based view into
Two Budgets For Marketing Technology
Total enterprise spend
Marketing budgets
(split between marketing
and IT department)
Marketing
budget*
Print
Direct mail, branding
and advertising
IT
budget*
Total
enterprise
spend
Acquisition drivers
Display, e-mail marketing,
online ads, search, affiliation
Digital channels
Social media, mobile marketing,
Web site design
Digital platforms
CRM, collaboration software,
sales force automation
E-commerce
8% of IT budget allocated
to marketing applications**
* Forrester estimates that IT and marketing budgets are approximately 5% of total enterprise spend.
** Forrester estimate
Figure 9
Source: Forrester Research
As technology
becomes the
key enabler of
a successful
marketing
strategy, the case
for symbiotic
collaboration
between marketing
and IT is emerging
more strongly.
using social, mobile, analytics, cloud and big data
to drive top-line sales. As a first step, CIOs could
conduct an assessment of the CMO’s digital mar-
keting landscape, identify areas for scale econo-
mies to reduce nonworking costs and improve
speed to market.
The Goal: Reinvent the Consumer’s
Brand Experiences
10. cognizant reports 10
The biggest challenge is engaging marketers
and agencies in the change. This is similar to the
level of change experienced when media buying
was pulled from agencies and consolidated into
buying services. That move provided brand own-
ers with reduced nonworking costs and improved
flexibility. The most difficult part of the digital
marketing transformation is getting started.
nonworking spend – something that will likely get
the CMO’s attention.
The second challenge is to develop the right
digital/social target capability architecture and
strategy. A wide range of options exists, from
building an on-presence platform, to engaging a
third-party cloud services provider. Each approach
presents pros and cons. Creating a strategy is
straightforward; implementing it is not.
Footnotes
1
“Mid-Year 2012 CTIA Wireless Industry Indices Report Now Available,” CTIA, November 2012,
http://blog.ctia.org/2012/11/15/mid-year-2012-ctia-wireless-industry-indices-report-available/.
2
“Cell Phone Activities 2012,” Pew Internet, November 2012, http://pewinternet.org/Reports/2012/
Cell-Activities/Additional-Demographic-Analysis.aspx?view=all.
3
Chris Barry, Rob Markey, Eric Almquist and Chris Brahm, “Putting Social Media to Work,” Bain & Co.,
September 2011, http://www.bain.com/publications/articles/putting-social-media-to-work.aspx.
4
Elliott Lemenager, “Tapping into Social Gaming,” Microsoft Corp., September 2011, http://tag.
microsoft.com/community/blog/t/tapping_into_social_gaming.aspx.
5
The report is based on a survey of 253 marketers from U.S.-based companies. “Key Findings From
U.S. Digital Marketing Spending Survey, 2013,” Gartner, Inc., March 2013, http://www.gartner.com/
technology/research/digital-marketing/digital-marketing-spend-report.jsp.
6
“Internet Ad Revenues Again Hit Record-Breaking Double-Digit Annual Growth, Reaching Nearly
$37 Billion, a 15% Increase Over 2011’s Landmark Numbers,” Internet Advertising Bureau, April 2013,
http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/
pr-041613.
7
Shopper marketing provides actionable insights into how target consumers behave as shoppers in
different formats and channels all along their path to purchase.
8
“Shopper Marketing 4.0: Building Scalable Playbooks That Drive Results,” GMA and Booz & Co., 2010,
http://www.gmaonline.org/downloads/research-and-reports/Shopper_Marketing_4.0.pdf.
9
Chris Barry, Rob Markey, Eric Almquist and Chris Brahm, “Putting Social Media to Work,” Bain & Co.,
September 2011, http://www.bain.com/publications/articles/putting-social-media-to-work.aspx.
10
“Marketing in the Digital Age; Winning with Data & Analytics,” DataXu, 2012, http://www.dataxu.com/
marketing-in-the-digital-age-the-analytics-advantage-2/.
11
“Breaking Bourbon News: The Public Spoke, Maker's Mark Listened - Returning To Original Formula,”
Forbes, February 2013, http://www.forbes.com/sites/larryolmsted/2013/02/17/breaking-bourbon-news-
the-public-spoke-makers-mark-listened-returning-to-original-formula/.
12
“Which Smartphone Apps Do Savvy Shoppers Use Most?” Nielsen, August, 2012, http://blog.nielsen.
com/nielsenwire/online_mobile/top-mobile-shopping-apps/.
13
“Integrate to Accelerate Digital Marketing Value,” CMO Council, 2012, http://www.cmocouncil.org/
images/uploads/245.pdf.
14
“New Survey Reveals Biggest Challenges Facing CMOs Today,” Aprimo, May 2010, http://www.aprimo.
com/WorkArea/DownloadAsset.aspx?id=603.
11. cognizant reports 11
15
“Marketing in the Digital Age; Winning with Data & Analytics,” DataXu, 2012, http://www.dataxu.com/
marketing-in-the-digital-age-the-analytics-advantage-2/.
16
“Big Data: The Next Frontier for Innovation, Competition, and Productivity,” McKinsey Global Institute,
May 2011, http://www.mckinsey.com/Insights/MGI/Research/Technology_and_Innovation/Big_data_
The_next_frontier_for_innovation.
17
“Marketing in the Digital Age; Winning with Data & Analytics,” DataXu, 2012, http://www.dataxu.com/
marketing-in-the-digital-age-the-analytics-advantage-2/.
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