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Research
Gartner hype cycle: what happened to social technologies?
In my previous post I reflected on the comparison between the 2009 and 2011 editions of Gartner’s hype cycle[1] for emerging technologies. I already noticed social technologies to largely have moved off the Gartner hype cycle altogether. This would imply their adoption has grown to at least 30% market penetration. Surprisingly indeed, when looking … Continue reading
Gartner’s Hype Cycle in emerging technologies: 2009 vs 2012
Global analyst Gartner issues various annual hype cycles, including the famous one in Emerging Technologies. Whilst most reviews and blogs focus on the one ‘picture’ of this year’s hype cycle (sometimes without any reference to the year, eg Jeff Bullas’ weblog), I thought it’d be more interesting to draw a … Continue reading
ZMOT | why Zero Moment Of Truth applies to Business to Business too
The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made. In B2C ZMOT may happen in the … Continue reading
Psychology in B2B marketing
‘Magnetic marketing’ is both fact- and psyche-based. Instead of being based on the combination of hard facts on the one hand, and true insights into customer behavior on the other, marketing and marketing communications too often are based on assumptions. Leveraging psychology in marketing is the central topic of this … Continue reading
Social media most influential channel in B2B (GlobalWebIndex Research)
Social media play a pivotal role in B2B, even more so than in B2C. This is the key conclusion from the GlobalWebIndex Research involving interviews with 17,425 decision makers in 27 markets from July 2009 to June 2011 (this, by the way, makes one wonder why the results seem to … Continue reading