Media Technologies to Watch
We live and work in a fast-paced, increasingly mobile society, where people need to stay connected to the pulse of what is happening in their business and the world in order to stay competitive. As a resource for these information consumers, media companies must continually evolve and develop the tools that allow us to distribute content and facilitate engagement on the platforms that are in demand. Several technologies that are driving the information and media revolution include: mobile, social media, video and data services.
Much of the rapid technology evolution has to do with access and ease of use. Use of smart phones and other mobile devices are becoming a way of life; 93% of participants in IDG’s new media study state that they use a mobile device, and it’s not just for making phone calls¹. In fact 73% of senior IT managers who regularly use mobile devices have used it to access mobile content in the past 30 days. As people grow to expect the convenience of receiving information anywhere and everywhere, how do we continue to reach them?
At IDG Enterprise we have focused on website enhancements and investing in app development to ensure our content is viewable on mobile devices, so that that our IT and security audiences can access content anytime, anywhere. This evolving medium is quickly becoming an advertising requirement for many marketing plans as evidenced by the growing funding to support it – IDC reports that mobile advertising is projected to grow by 45% between 2009 to 2014 to $4.7 billion².
In many ways, social media and mobile go hand in hand with the growth in social media mobile applications. Community networking and best practice sharing in social media forums has been a tremendous growth area for individuals in business-to-business roles, in fact 83% have an account on at least one networking site¹, making this an important channel for advertisers to engage with customers. Between April 2009 and April 2010 social media mobile applications grew by 240%,³ making it larger than any other applications category, including weather and banking. This is an area to focus on as reflected by the estimated $1.4 billion that will be spent in 2011⁴.
An additional growth area in the overall marketing spend recovery is video, which will grow by 66.4% this year⁵. Video allows the viewer to see a persons or organization’s personality, which at times, is not readily apparent in online communications. Video also is accessible and used in multiple formats from mobile to social media to online sites. Video continues to offer new enhancements to engage the user and provide a speaking platform for vendors and thought-leaders. Whether a presentation or a keynote at a face-to-face or virtual conference, video increases a viewer engagement since they feel as if they are seeing the event first hand.
The fourth media technology growth area is the implementation of advanced data services, which is the ability to provide additional intelligence about online traffic and leads based on content viewed whether it is a video, White Paper, article, activity in a social media forum or browsing using their mobile device. IDG Enterprise is focused on enhancing lead generation programs to help marketers move from marketing to sales ready leads. By increasing the data provided about the lead, the sales and marketing teams will know the best form of outreach and messaging. Even as advertising budgets increase marketers will need to speed up the sales cycle and help justify marketing spend.
As habits morph into a way of life use of mobile, social media, video and the need for data services will help advance the publishing industry by serving both readers and advertisers. As trending and research continues to showcase how these tools are accepted and used it allows publishers to become more creative and explore new ways on engaging and growing their audience, which in turn will benefit the vendor community.
¹IDG New Media Study, IDG Research, Fall 2009
² U.S. Mobile Advertising 2010 – 2014 Forecast and Analysis, IDC Research, June 2010
³ comScore MobiLens as cited in press release, June 2, 2010
⁴US online Social Network Advertising Spending, 2008-2011, eMarketer, July 2009
⁵ Worldwide and U.S. Internet Advertising 2010–2014 Forecast and Analysis, IDC Research, May 2010