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: Forrester Research, Inc. 2015
: B2B marketers will average an increase of 6% in their budgets this year, with 51% expecting budget increases as opposed to just 8% seeing decreases on the horizon, according to a Forrester Research survey of 132 North American B2B senior marketers. In-person trade shows, conferences and events will occupy the largest estimated share of their budgets, at 14%, followed by digital advertising and marketing (10%), content marketing (9%), websites (9%) and direct marketing (9%). But while there will be little change in event budgets (with 18% forecasting an increase versus 19% a decrease), digital advertising/marketing (48% increasing versus 4% decreasing) and content marketing (45% increasing versus 3% decreasing) are set for considerable spending hikes.
: PricewaterhouseCoopers (PwC)
: Some 81% of CEOs from around the globe consider mobile technologies for customer engagement to be strategically important for their organization, according to a recently-released survey from PwC. Data mining and analysis (80%) and cyber security (78%) follow closely in consideration, with the Internet of Things (IoT; 65%), socially enabled business processes (61%) and cloud computing (60%) in the next tier of importance. Separately, the study's results indicate that digital technologies are currently producing the most value in the areas of operational efficiency (88% citing "quite" or "very" high value), data and data analytics (85%), internal/external collaboration (77%) and customer experience (77%).
Facebook continues to be the dominant social platform for content sharing, per the latest quarterly report
from ShareThis, an unsurprising result given its popularity among American adults
. Interestingly, the report finds that of the most prominent social sharing platforms, Facebook's stature rose the most during 2014, while Twitter experienced a decline. And as the report notes, while Facebook is a "fundamental channel," other major channels "serve niche interests."
The biggest way in which B2B content fails to change business executives' perceptions is by too closely resembling a sales pitch
, according to a study released last year by the Economist Group and Peppercomm. Yet, a sizable portion of B2B marketers might be falling into that trap, per new survey results
[pdf] from Corporate Visions.
: Netflix yesterday reported better-than-expected subscriber growth in Q4 2014, adding almost 4 million paid streaming subscribers quarter-over-quarter to reach nearly 54.5 million worldwide (versus its forecast 54.1 million). In the US, Netflix reported 37.7 million paid streaming members, up from 31.71 million in Q4 2013 (19% year-over-year growth) and 25.47 million in Q4 2012. It had a particularly strong quarterly internationally, however, adding more than 2 million paid streaming subscribers, a quarterly increase that appears to be the largest in its history.
: While Amazon.com topped the brand buzz rankings
among US adults overall last year, Netflix topped the charts among Millennials, according to YouGov's segment rankings. Of note, while Nike didn't crack the top 10 among the adult population at-large, it came in 5th among Millennials while taking the top ranking among African-Americans and the second spot with Hispanics. Also interesting: YouTube's ranking among the Millennial generation (#4) was actually 2 spots lower its overall standing among adults.