Welcome!

Microservices Expo Authors: Aruna Ravichandran, Elizabeth White, Liz McMillan, Carmen Gonzalez, Pat Romanski

News Feed Item

Companies Leverage Social Media to Drive Marketing Improvement

New Aberdeen Report Investigates How Companies Improve Return on Marketing Investment, Make Smarter Marketing Decisions, and Benefit in Multiple Other Ways by Deploying Technology Solutions to Harness the Power of Word of Mouth

BOSTON, MA -- (Marketwire) -- 08/06/08 -- With the rise of social media, the speed and reach of word of mouth with respect to consumer products and services is increasing by orders of magnitude. At the same time, a growing number of companies are deploying technology solutions to harness the power of word of mouth to raise brand awareness, drive marketing improvement and, ultimately, increase shareholder value.

Between June and July 2008, Aberdeen, a Harte-Hanks Company (NYSE: HHS), examined the use, the experiences, and the intentions of more than 300 diverse enterprises to create a roadmap for companies that aim to leverage social media to drive marketing improvement. The new benchmark report, entitled "Social Media Marketing: The Latest Buzz on Word of Mouth," places particular emphasis on how Best-in-Class companies launch successful viral campaigns, form and participate in niche communities, and spur brand advocacy through various other approaches to social media marketing, all the while gleaning valuable customer insights from consumer-generated content to inform future marketing actions.

The report reveals striking performance disparities between Best-in-Class organizations and Industry Average and Laggard companies. For example, Best-in-Class organizations are nearly 18 times more likely than Laggards to gain visibility into consumer-generated content, resulting in greater breadth and depth of customer insights. They are also 19 times more likely than Laggards to increase marketing effectiveness and 80 times more likely than Laggards to increase return on marketing investment (ROMI). Given the declining effectiveness of traditional marketing programs due to channel proliferation, audience fragmentation, advertising fatigue, and a host of other factors, any opportunity to drive incremental improvement in ROMI is cause for celebration in the corporate boardroom.

"Companies are enamored with the possibilities of social media marketing as the foundation for consumer-driven referrals and brand advocacy," said Jeff Zabin, Research Fellow at Aberdeen Group. "The challenge lies in identifying key influencers, engaging them as brand evangelists, and then tracking the impact of their words and actions over time. Social media marketing can also mean extending the reach of a brand through viral videos or by joining the conversation. To that end, companies need to understand peoples' motivations for having a conversation and then contextually engage with that audience. Making marketing programs conversational and contextualized to niche audiences that naturally gravitate around a specific theme or shared passion is the essence of social media marketing, and perhaps the future of marketing itself."

A complimentary copy of this report is made available due, in part, to the support of the following underwriters: BuzzParadise, RelevantMind and Visible Technologies. This report is also co-sponsored by the Word of Mouth Marketing Association. To access a copy, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5133

To access all of Aberdeen's complimentary research, please visit http://research.aberdeen.com.

About Aberdeen Group, a Harte-Hanks Company

Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen™ for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen http://www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.

© 2008 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts  02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@MicroservicesExpo Stories
As the race for the presidency heats up, IT leaders would do well to recall the famous catchphrase from Bill Clinton’s successful 1992 campaign against George H. W. Bush: “It’s the economy, stupid.” That catchphrase is important, because IT economics are important. Especially when it comes to cloud. Application performance management (APM) for the cloud may turn out to be as much about those economics as it is about customer experience.
Updating DevOps to the latest production data slows down your development cycle. Probably it is due to slow, inefficient conventional storage and associated copy data management practices. In his session at @DevOpsSummit at 20th Cloud Expo, Dhiraj Sehgal, in Product and Solution at Tintri, will talk about DevOps and cloud-focused storage to update hundreds of child VMs (different flavors) with updates from a master VM in minutes, saving hours or even days in each development cycle. He will also...
When you focus on a journey from up-close, you look at your own technical and cultural history and how you changed it for the benefit of the customer. This was our starting point: too many integration issues, 13 SWP days and very long cycles. It was evident that in this fast-paced industry we could no longer afford this reality. We needed something that would take us beyond reducing the development lifecycles, CI and Agile methodologies. We made a fundamental difference, even changed our culture...
“RackN is a software company and we take how a hybrid infrastructure scenario, which consists of clouds, virtualization, traditional data center technologies - how to make them all work together seamlessly from an operational perspective,” stated Dan Choquette, Founder of RackN, in this SYS-CON.tv interview at @DevOpsSummit at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and E...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Synthetic monitoring is hardly a new technology. It’s been around almost as long as the commercial World Wide Web has. But the importance of monitoring the performance and availability of a web application by simulating users’ interactions with that application, from around the globe, has never been more important. We’ve seen prominent vendors in the broad APM space add this technology with new development or partnerships just in the last 18 months.
The unique combination of Amazon Web Services and Cloud Raxak, a Gartner Cool Vendor in IT Automation, provides a seamless and cost-effective way of securely moving on-premise IT workloads to Amazon Web Services. Any enterprise can now leverage the cloud, manage risk, and maintain continuous security compliance. Forrester's analysis shows that enterprises need automated security to lower security risk and decrease IT operational costs. Through the seamless integration into Amazon Web Services, ...
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
A lot of time, resources and energy has been invested over the past few years on de-siloing development and operations. And with good reason. DevOps is enabling organizations to more aggressively increase their digital agility, while at the same time reducing digital costs and risks. But as 2017 approaches, the hottest trends in DevOps aren’t specifically about dev or ops. They’re about testing, security, and metrics.
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and containers together help companies achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of Dev...
True Story. Over the past few years, Fannie Mae transformed the way in which they delivered software. Deploys increased from 1,200/month to 15,000/month. At the same time, productivity increased by 28% while reducing costs by 30%. But, how did they do it? During the All Day DevOps conference, over 13,500 practitioners from around the world to learn from their peers in the industry. Barry Snyder, Senior Manager of DevOps at Fannie Mae, was one of 57 practitioners who shared his real world journe...
"Plutora provides release and testing environment capabilities to the enterprise," explained Dalibor Siroky, Director and Co-founder of Plutora, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Docker containers have brought great opportunities to shorten the deployment process through continuous integration and the delivery of applications and microservices. This applies equally to enterprise data centers as well as the cloud. In his session at 20th Cloud Expo, Jari Kolehmainen, founder and CTO of Kontena, will discuss solutions and benefits of a deeply integrated deployment pipeline using technologies such as container management platforms, Docker containers, and the drone.io Cl tool...
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, contrasted how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He showed how the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He also demoed building immutable pipelines in the cloud ...
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...