Research
IDC's Trends, Forecast, and Essential Guidance for Tech Marketers: 2009 Barometer
And What Actions Should Marketing Take in 2009?
1. Use the downturn to permanently eliminate or re-shape entrenched silos of program costs2. Given the forecasted short duration of the downturn: limit staff reductions. Marketing headcount turnover has already exceeded 9% annually for the past two years.
3. Use the downturn to mandate/ effect more aggressive Content Audits
4. Identify and create Shared Services
CMO Advisory Best Practices Series: Marketing's Planning — People, Process, and Technology
Many marketers view planning as an adjunct to their jobs, rather than an integral part of their responsibilities. In addition, technology marketers are lagging in the use of technology to support the marketing planning process, tracking of budget versus spend, and the adoption of consistent processes worldwide.
Click here to obtain the full report.How Online Advertising Works: Whither The Click?
Are low click rates evidence that an ad has not had any impact on consumer behavior? Or, does online display advertising work in a similar manner to traditional offline advertising with multiple exposures over time being needed to effect a change in consumer behavior? Click here to obtain the full report.
Trends
Macworld Introduces “Macworld’s iPhone Superguide Second Edition”
The Ultimate In-Depth Guide for iPhone and iPod Touch Users is Available Now
Macworld, the world’s foremost authority on Apple products, announces the release of “Macworld’s iPhone Superguide, Second Edition,” the latest addition to its popular Superguide series. In this 154-page book, Macworld editors offer updated advice and top tips for mastering the first generation iPhone, the iPhone 3G, and the iPod touch.
IBM Study: Media Companies Falling Behind in Digital Space
A new study from IBM reveals a “growing rift” between advertisers, consumers and content owners, as media companies “struggle to keep pace with” new demands from tech-savvy viewers and marketers.
IDG World Tech Update: Week in review 3/27
Michael Dell hints at the possibility of breaking into a new market, RIM suggests you shut off your Blackberry and a robot graces the catwalk. All that news and more on this week's World Tech Update.
Innovations
Stop Irrelevant Content Creation
State of Content Creation: Overall Impact Marketing content is expensive to create; yet once created, it often is misapplied to drive buyer behavior. In many cases, it is not applied at all. As bad as this sounds, the news gets worse when you consider how often content leads to frustrated prospects.
Three Quarters of Marketers and Agencies Use Ad Networks
IDG Research Services has surveyed 136 tech marketers and agencies to determine their use of ad networks. While 79% of the respondents report that their companies used ad networks in 2008, 85% plan to use ad networks in 2009.
Read the full storyWinner - B2B: IDG - AccelerateResults.com for AMD
When a major manufacturer of computer processors and video cards needs to reach its core constituency, then a combination of reach and targeting is in order. IDG leveraged its massive IT audience as well as its many properties in print and online to make Accelerateresults.com so much more than a custom publishing project or mere “minisite.”
Tech Spheres Blog 
IDC Identifies Major Disconnect between Customer IT Financing Requirements and Channel Partner Capabilities
3/24/09, Business Wire As IT channel providers search for opportunities amid volatile credit and capital markets, the gap between customer IT financing requirements and channel partner capabilities continues to widen. According to new research from IDC, success for channel providers (with $1 to $50 million in annual revenue) hinges on their ability to understand both the [...] Read the full post