The news of the week has certainly been the announcement by Oracle of its agreement to purchase Sun for $7.4B. After the much publicized negotiations with IBM that fell through last week, this was surprising - yet, much in the character of Oracle’s bold and big acquisition style. Oracle has acquired around 50 technology companies worth more than $40B [...]

I attended the TechTarget Online ROI Summit ‘09 East yesterday in Boston. Thanks to the TechTarget organization for a complimentary invite.
Here are my takeaways from the event -
The shift to online media is showing up in the topline and bottomline of media publishers like TechTarget. In a year where more than 120 print magazines closed shop in 2008,  TechTarget [...]

Last week wrapped up the 5th annual Web 2.0 Expo in San Francisco – the place to be for the movers and shakers of Social Media. Although attendance was down (as is the trend), there were many interesting discussions and presentations on the changing shape of Social Media – which may very well effect the [...]

Social media is rapidly changing the face of traditional B2B communication and PR as we know it. For example, it’s not unusual to see blog and Twitter discussions on the possibility of traditional PR being killed by Social Media. While firing your PR company may be a little drastic – it is certainly good to [...]

Tracking clicks and opens just doesn’t do it anymore; in today’s economy these metrics are too far removed from the end goal of a sale. They still tell us how well our campaigns are received, but as a standalone set of metrics to measure marketing effectiveness, they fall short.
So how should we measure ourselves? Our [...]

Online videos are an effective marketing tool because they acquire, engage and convert customers in a compelling way. In an interesting article in Mashable, the world’s largest blog focused exclusively on Web 2.0 and Social Networking news, David Rich of TurnHere says, “It [online video] offers … reach and emotional engagement with potential customers. And, [...]

Last week, Gartner released a report discussing four different ways enterprises can use Twitter for business. The two obvious methods include “Direct,” where the company uses a Twitter account as a direct marketing and PR channel, and “Indirect,” where employees Tweet as representatives of the company.

 
Social technologies have quickly gained prominence as an effective tool for B2B technology marketing. We have advised clients on launching new products using social media, generating demand for their products and services, augmenting or replacing their traditional PR outreach, and building customer loyalty through user community development. We have also been exposed to projects where social technologies have been [...]

As long-time marketers of IT management products and services, we know it’s an exciting and challenging environment to work in. IT management products and solutions are complex, interdependent, and fragmented into many niches. Each niche is highly competitive with several enterprise level and many mid-to-small business plays competing for the same customer. With a technical [...]