State of the Market Report: Internet of Things 2016

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IoT Coffee MachineThe Internet of Things is said to have a major impact on the business world according to Jared Newman. Goldman Sachs even thinks that IoT opportunity for industrials could amount to $2 trillion by 2020. Connected cars, connected utility, connected houses, connected vineyards, connected streets, connected everything – the opportunities seem incredable bearing in mind that with IoT everyting can be addressed in the future.

Now, a recent report called „State of the Market: Internet of Things 2016,“ shows that the Internet of Things (IoT) is already mainstream.

The motivation behind the high adoption rate is quite obvious: The opportunity for revenue growth drives many managers towards IoT adoption with data being the monetization engine behind it. Still, just 8% of the respondents make use of more than 25% of their IoT data these days.

Not suprisingly, the report also highlights that enterprises are turning to startups to help accelerate their IoT growth. In 2015, enterprise IoT startup companies outpaced funding for consumer startup companies by 75%.

Verizon’s experts think that IoT will continue to be a revenue driver for businesses both large and small due to the confluence of five macrotrends:

1. Consumer usage of smartphones.
High expectations to automation possibilities as of simplified interface. 81% of IoT adopters in the public sector believe that their citizens increasingly expect them to offer enhanced services from data and IoT.

2. Data monetization is wanted.
By 2018, almost 50% of businesses expect to be using more than 25%of their data. Descriptive data collection will become predictive and prescriptive data analytics. Paradigm shift from „big data“ to domain experts expected.

3. Regulatory landscape will bring right ecosystem partners together to drive industry standards.
In the US, with the Drug Supply Chain Act manufacturers until late 2017 will implement systems to electronically transfer and store transaction histories for their prescription drugs including shipment information across their distribution and supply chain. Result: Thwart counterfeiting drugs and savings of $75 billion annually according to the World Health Organization.

4. Democratization of innovation by network connectivity, low power devices and IoT platforms.
Businesses can scale their IoT deployments from millions to billions of connections more cost-efficiently. With the new 5G, autonomous solutions such as cars and robotics will become a reality and new categories of uses cases will evolve, such as virtual and augmented reality for IoT deployments.

5. Security experts keep up with the development of technology by looking to arising threat vectors
Some old, some new – that will impact IoT deployments and ongoing operations. Data privacy, protection and processing will remain the biggest challenge for security experts.

Spot On!
Sometimes reports do not look at the data challenge of the IoT development in my eyes. The interesting aspect is that IoT offers some incredible opportunities to improve our lives, simplify our ways of health tracking and be informed about the status of our cars and houses. However, most of the use cases are often based on some cloud services that people do not trust in as the generated data is stored in some unknown data center somewhere in the world. I sometimes wonder, why companies don’t start to save the data in a personal private cloud that can be added as an add-on service to the IoT business.

But hey, maybe I am asking for too much at this stage of the IoT status. Thoughts?

Social Selling is a Team Sport

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Credit: © vege – Fotolia.com

Credit: © vege – Fotolia.com

On the surface, social selling seems like an initiative reserved exclusively for the sales team. And while, yes, social selling is typically championed by a Chief Revenue Officer or VP of Sales, it integrates best into a business with organization-wide support.

Social selling is a team sport
The sales team impacts all departments of an organization, including client success, product and IT. But arguably the place where sales – and social selling – has the greatest influence is on the marketing team. And vice versa.

According to Sirius Decisions, 58% of marketing and sales teams say they are seriously misaligned. Some of the repercussions of a sales-marketing duo with no alignment? Lost leads, bad content and blind decision-making.

Sales and marketing teams need to get on the same page to ensure efforts aren’t going to waste (and feelings aren’t getting hurt). To be successful, sales and marketing must focus on 3 key aspects of a strong social selling initiative:

Content
A crucial aspect of social selling is the sales professional’s ability to provide valuable content – articles, white papers, videos, podcasts and more – to prospects in their network. Misaligned marketing departments can spend time and resources creating content for sales, but it is useless if the content doesn’t meet the needs of the prospect or if sales can’t even find it.

How do you fix it? By understanding the buyer’s journey, sales and marketing can together determine what types of content fit best for prospects at different levels of the funnel. Then, marketing can curate a database of content that is easily accessible and relevant for salespeople to use throughout their process.

Process
Implementing a well-run social selling program provides the sales organization a predictive, guided approach to everyday sales. In an environment where nearly 60% of the B2B buying process is done by the prospect before they ever speak to sales, reps need guidance on how, when, and where to connect on social networks. Marketing and sales need to understand and agree on their buyer persona so marketing can provide the resources that will guide sales to success.

How do you fix it? For social selling to become part of a sales professional’s everyday process, it must be easy for them to identify the best way to engage with prospects online. Marketing and sales must collaborate to identify the ways in which their buyers navigate the buying process. This enables marketing to develop relevant campaigns and channels for sales to leverage in their social selling practices, resulting in the most important aspect of all…

Leads
Too often, misaligned sales and marketing teams hurt themselves and end up doing more work when they let good leads slip through the cracks. Whether it’s marketing campaigns missing the mark on the right buyer, or sales failing to follow up on solid marketing leads, it’s a lose-lose situation.

How do you fix it? First and foremost, clearly define what each team will commit to accomplishing in order to support each other. As the saying goes: Build the social selling process, and the leads will come. When marketing provides sales the resources and tools to become problem-solving thought leaders in their networks, everyone wins.

„Never leave Social media to marketing alone. Marketing spreads the brand and product messages. Sales plants conversations, seeds solutions and harvests on needs.“ (Martin Meyer-Gossner on Social Selling)

This is a guest blog post by PeopleLinx CEO Kevin O’Nell. PeopleLinx helps B2B enterprise sales teams activate socialselling with individualized guidance.

Study: B2B executives believe they are not delivering on demand generation

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It is a poor testimonial that B2B enterprise executives give their demand generation efforts. According to recent survey conducted by ANNUITAS, most of their campaigns aren’t meeting the goals oft he leading company heads. When just 2.8% of rsurveyed respondents say their campaigns are effective, most of us will wonder what needs tob e done to become more effective.

The study titled „Enterprise B2B Demand Generation Research Study“ focussed on marketers in the B2B enterprise space with 500+ employees and over $250 million in annual revenue.

The study shows that there is obviously a massive disconnect between what marketing departments want to deliver and how the results should look like. Measurement, metrics and KPIs seem not at all aligned with the business goals which somehow surprises bearing in mind that the industry is talking about this phenomon for quite some time now.

Still, marketing decision makers are not very much successful with their demand generation. When 60% state they don’t feel successful with their tactics and just under three percent feel very effective, it speaks a clear language.

The study comes alongside some recent survey by… which also shows that one oft he challenges ist he alignment with sales departments and their leaders. Many companies still are not clarifying what needs tob e done to deliver on demand generation efforts.

Especially when it comes to lead generation, the quality of leads is a point of unalignment. In terms of goals, the quality of leads is for 77% the most pressing goal, followed by customer cross-sell/upsell (56.6%), volume of leads (51.9%), and brand awareness (50.9%).

Spot On!
The survey proves that demand generation is not meeting buyer expectations. Whether it i content marketing or the creation of buyer personas, marketers need to improve their knowledge and capabilities in demand generation in order to meet business expectations. Companies need to invest in coaching and training when they keep up with the market and have a clear demand generation strategy.

Ann_B2bSurvey_Infographic_r3_v2

Forecasting the Internet of Things and IoT start-ups to watch

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The forecasts sound almost incredible. Gartner estimates that Internet of Things (IoT) products and services suppling companies will generate incremental revenue of over $300 billion by 2020.

The analyst company IDC sees the worldwide market for IoT solutions to grow from $1.9 trillion in 2013 to $7.1 trillion in 2020.

Brands like the electric company GE predict the Industrial 4.0″ will add somewhat between $10 to $15 trillion to the overall global GDP over the coming 20 years.

Samsung will invest more than $100 million for IoT startups that will help the technology manufacturer establish new ecosystem for connected devices.

The Internet of Things is at an all-time high until today. Companies want to connect consumer devices, appliances, and services in order to connect their services with devices and then generate some smart data to leverage their value chain.

Interestingly enough Google owns some of the most promising IoT companies (Nest and Dropcam) already which will make some people look sceptic how the search giant will move more and more into their lives.

Smart devices are definitely the big trend for 2015. Whether it will be Jawbone though. After testing the wristband and it’s usability, I am not quite sure if this will be the way into the future. The car industry seems to be catching up though with their smart watches replacing keys and other driver necessities.

Even the whisky industry works with smart bottles now telling us how old the whisky really is, according to Venturebeat.

The guys at WRIKE just recently pulled together the 11 most ambitious IoT start-up companies should have an eye on. Furthermore, they added to their infographic three established brands which they think will have their big breakthrough in 2015.

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dmexco 2014 – Flashback in Quotes & Discussions

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dmexco 2014 Debate HallThe growth trend of the digital marketing show dmexco is impressive and continues to write a promising (hi)story.

Visitors: 31.900 – increase by 16% compared to 2013
Exhibitors: 807 – means over 65 exhibitors more than 2013
Speakers: 470 – as of various stages with new start-up village and work labs

This year I wanted to wait some days before I am writing my little review to see what really stayed in my mind, and what people were talking about after the event. This is what stayed in the brains of my friends – maybe it should reach you.

1. „dmexco is like the Lumascape brought to life.“
#Quote in Breaking Down Silos for Brands Panel
Damian Burns, Director of Global Strategic Partnerships, Google

2. „Nerd is the new black“
Brad Rencher, SVP & General Manager Digital Marketing, Adobe

3. „Online is the new offline.“
Quote by Joko Winterscheidt, TV-Moderator

4. „The play is to work out the first against the second screen.“
Quote in „Addressable TV – A Marketers‘ Dream Panel“
Jim Clayton, Executive Vice President, HE New Business Division, LG Electronics

5. „The digital revolution is over, we are now in the digital evolution.“
Quote in Digital Revenue optimization 2.0 Panel
Sital Banerjee, Global Head of Media, Philips

6. „The brand in many ways need to take the back-seat. It can’t be all about the product if you move into the content section.“
Quote in „The Content Summit“
Jimmy Maymann, CEO, Huffington Post

7. „@ft presence at #DMexco so big they don’t even have a stand! They are on every phone and tablet! @dmexco @ftbized“
Quote from #FT rep/via Oliver Matthews

The three main takeaways from the event for me were…
a) Trend: dmexco stages are challenging global TV stages.
b) Topics: TV goes mobile. Digital is leading corporate strategy.
c) Town: Cologne needs more taxi drivers and/or UBER subscribers.

Really looking forward to moderate the next dmexco, 16th and 17th of September 2015.

CU there!

State of Marketing 2014 Report: Social Media and Video Ads up, Mobile down, Programmatic low at 1%

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Compared to some previous study, this years CMO Council’s „State of Marketing“ (sponsored by NetBase and Infor) shows that confidence to be a trusted source for the C-level is back with marketers. The online study that asked 525 global marketers in the first quarter 2014 shows that 69% of senior marketers see themselves as a trusted, strategic member of the C-suite and/or are increasing their credibility with the main business decision makers inside their companies. Furthermore, 81% of senior marketers responded that they’re confident to meet management expectations and goals for top-line revenue growth and market share in the next 12 months.

„The level of confidence and optimism is very high. We are seeing the CMO role being elevated to a much larger degree.“ Donovan Neale-May, Executive Director, CMO Council

From a budget perspective, the main areas of marketing spending growth for this year will be social advertising (71%), online video (71%), social engagement campaigns (69%), retargeting (67%) and search engine marketing (66%). However, mobile will go down in the attention of marketing spendings this year. Only 62% said they plan to increases and just 25% project increases of over 5% for 2014. 45% said they expect no change for mobile banners. The report makes no commments on reasons for this stagnating mobile budget growth. In general, 54% of marketers plan to increase their marketing budgets over the next 12 months, 27% will keep budgets stable. The most funding will go into new products and program launches (54%), corporate branding and identity building (53%), lead generation and qualification (50%), and customer retention and monetization (44%).

State of Marketing 2014 What tactics is most effective

When asked to identify where marketers will allocate marketing budget across

From an operational and process point of view 12% of the responding marketers said they will invest in product marketing, 12% said in strategy and branding, almost 7% in marketing and planning, 7% in sales and lead management, and 5% in market research, among other areas. It seems that programmatic buying has still not reached the marketing department. Only 1% sees programmatic advertising technology systems an interesting topic to invest in. Maybe they just do not have the right arguments for their C-Suite on programmatic yet.

The senior management expects from their CMOs over the next 12 months to drive top-line growth (56%), grow or retain market share (52%), better define the brand and value proposition (44%), and further customer insights and analytics (37%). As the leading areas of responsibility the marketers see for themselves strategic planning and forecasting (74%), branding (71%), digital (68%), budgeting and mix modeling (68%) and market research (67%). from a C-level perspective the marketers state that their main tasks from the business leaders are driving top-line growth (56%); growing or retaining market share (52%); better defining the brand and value proposition (44%); and furthering customer insights and analytics (37%).

Spot On!
The challenge for marketers as of the cloud technology evolution is to connect with other departments inside the company. Interesting to see from the report to which people marketers are reaching out these days for partnerships. The marketers responded that the CFO (58%), CIO (53%) and chief sales officer (51%) are their main three touchpoints inside the organization to form partnerships with.

State of Marketing 2014 Collaboration

The report also states that 55% of marketers want to hire in 2014. Their main focus of reecruiting people or getting knowledge will be on customer analytics (40%), social media (36%) and content development (27%). Interestingly enough, a trend that we also experience with our clients is that B2B marketers (60%) are very active finding new staff. Their main interest is in people on topics like customer analytics (33%), product marketing support (33%), content development (32%) and social media (32%).

The YouTube revenues (and more) in a minute (Infographic)

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The guys at YouTube Downloader Blog have created a very interesting infographic. Where they have recently explained why Saudi Arabians are the most engaged YouTube viewers in the world, this new infographic shows us the YouTube world in one minute in order to reveal what happens during 60-seconds on the world’s leading video sharing site.

The infographic shows the amount of video uploaded to YouTube each minute and gives insights in the ad revenue that the site’s top channels generate in that minute. Thus, we get to know that PewDiePie earns more than $13 a minute.

According to the infographic, YouTube generates more than $10,000 in revenue per minute. A figure that is base on the site’s estimated annual revenue of $5.6 billion, which means over $14 million of revenue each day.

Youtube-In-A-Minute

The Challenge: Measuring ROI on Social Media (Infographic)

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After three years, the guys at MDG Advertising have updated their last infographic on ROI on your social media „The ROI of Social Media: Is Social Media Marketing Effective?“ This new version will be helpful to challenge your business objctives, your metrics and the understanding of how to leevrage your social media reccruiting efforts. The good thing about this infographic is that it shows 45% of social media marketers can build new partnerships through social media. Furthermore, an astonishing 72% of respondents claim that Social Media has helped “closing business.” And, 6% more respondents state they used successfully Social Media to recruit people for their business.

These are their 3 main factors of measuring from MDG Advertising which can be used as a guideline to foster your social media program.

Social Media Understanding
Look beyond the sales numbers and cost structure. Do your brand monitoring first, not for one month but for at least three in a row and on a daily basis. Then, try to figure out how your brand perception and recognition has changed latey (with or without latest social media efforts). Which significant issues have changed your brand perception? Which tools have help identify the changing brand perception?

Business Objectives
Most companies and their leaders start and change their social media program when the trial-and-error mode has proven the fail of the social media strategy. You better start defining your business objectives first, and one thing is for sure. You do not start, just because your competitors are active in social media platforms. Maybe you want to have a look at your brand perception and web conversations first, then you ask what engagement do your customers show in the various channels. Does all this engagement make an impact on sales? And how is your brand perceived along the social web clutter?

Measuring Figures
According to the infographic, CMOs use the following metrics to measure their social marketing efforts. It shows that as in earlier years, quantity comes first, however I would suggest you better go with quality. How says what and when, and how does this affect other consumers of your brand.
68% Site traffic
66% Conversion
63% Number of members
50% Revenue
43% Number of page views

You have good different thoughts about it? How does your company or brand measure the ROI on Social Media? Share them with us, or just have a look at the infographic, and maybe some ideas on the ROI of Social Media will come up then.

MDG Advertising 2014 ROI SOcial Media

Facebook & the „Freemium“. What if Facebook charges one dollar a month?

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money-sepiaStop reading this blog post if you are a Facebook fan. You might hate it. You might like it. Stop it! You won’t? Well then, don’t try to be a consultant and just read this and act like a Facebook user. This is our idea how Facebook could become even better…

When I wrote about The Social Globe -a world of paid social networks- some years ago, people called me „mad“ and „crazy“ teasing such „wild“ and „early“ paid ideas around social networks. Sometimes, I wondered why The Social Globe – a „network“ of social networks like the broadcasting network Sky (earlier Premiere in Germany) never kicked off, bearing in mind all big social networks needed revenue. Maybe it was too big an idea. Maybe too superficially explained. Maybe… Whatever. I never found an answer. Well, maybe one. All major networks want to outplay their competitors. Collaboration is out. Although, we all have the social media philosophy in our heads: Sharing is caring. It does not count for social networks it seems.

Some years are gone since, and we all think about and discuss the value of Facebook. We wonder about it’s algorythm deciding what we see, watch and read. And we blame their advertising programs which often don’t make the user happy, nor does it seem to meet the personal targeting criteria. Well, in case people even notice the ads.

Traveling a lot, I have discussed a new monetization approach with social media and social networking insiders all over Europe. What happened if Facebook would change their business model according to the following „freemium“ scenario. Yes, I know that Mark Zuckerberg has said, Facebook will never cost the user anything.

But what is the value of restricted and filtered content? What if I cannot see the content of my real friends? What if I don’t see (the ads of) my favorite love brands anymore on Facebook? What if Facebook loses it’s personal benefit and value for me more and more?

So, this is the moment of truth. Users get two account options on Facebook in the future…

a) Free Account
Filtered user account. Ads and branded content to be displayed according to Facebook’s targeting system. Facebook decides what content the user sees. Who your „real friends“ are is decided by the algorithm.
Costs: 0 EUR per month

b) Paid Account
Unfiltered user account. Opportunity to personalize the own stream. Ads and branded content of the user’s favorite brands will be displayed according to their love brand personalization. The users decide what content they see. Who their „real friends“ are is decided by the user.
Costs: 1 Dollar per month

Facebook has opened up a new field of communication, a new way of bringing people closer to each other. No matter how far separated they are. It is a great way to make us aware how close we are living, breathing and experiencing our daily lives.

The idea of paid for Facebook accounts is out there to being discussed. Go ahead and give us your thoughts.

Maybe this is the start of a new way of thinking about Facebook. Maybe we can start a real discussion on how to make Facebook a better social networking place with more personal value, less self-glorification, and so on. One that leverages „real“ personal connections.

Would you use such a paid version, or stick with the old free account?

Study: Combination of social and search campaigns upgrade performance

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According to a recent study by Marin Software, search campaigns get significantly better results when they are aligned with social campaigns. These findings are based on an analysis of $6 billion in annualized marketing campaign spendings which came from different global brands via Marin’s platform.

The study shows that integrated search campaigns that were managed in combination with social advertising campaigns achieved a 26% higher revenue per click on average compared to search campaigns which were standing on their own, so called in isolation. Furthermore, the brands got a average of 68% higher revenue per conversion through their search campaigns by combining them with social advertising campaigns.

Marin Software 2014 Search and Social Combo

Some more findings make clear that users who click on an advertiser’s search and social campaign convert faster. People who saw both campaigns showed 2x greater conversion rate on average than users who click on a search ad only. Thus, users who click on both a search and social advertisements have a conversion rate approximately 4.5x times higher on average than users who click only on a social advertisments.

Marin Software 2014 Search and Social Conversion

The revenue per click is also higher with users who click on both a search and social advertisements. They made 2x more revenue per click on average than users who click on only a search ad. Moreover, users who click on both a search and social advertisements achieved 4x more revenue per click on average than users who just click on a social ad only.

If you do you your own findings on social and search campaigns, let us know. It helps the whole community.

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