02.12.16 – Rise of the machines. European Tech is on the up.
In the week that Netflix finally announced members can download programmes to watch offline (hooray!) we look at what other news dominated the tech and B2B marketing industries.
As 2016 draws to a close, Econsultancy has released its latest B2B Digital Trends report in association with Adobe, highlighting the key digital priorities for B2B marketers this year. Perhaps unsurprisingly, content optimisation has been the biggest priority for B2B marketers, with data-driven marketing also being a key consideration for optimising the customer experience. Following on from this, marketers have been keen to implement strategies to underpin CX, including optimising across multiple touchpoints. It seems this year has really been the year of optimisation in B2B, so this can only translate into better customer experiences next year.
It seems that despite the precarious political environment around us, the tech industry is confidently riding out the storm. A new survey of 1,500 founders, investors and tech employees conducted by venture firm, Atomico, has shown that Europe’s tech scene is being catapulted by three new trends: a well of so-called “deep tech;” a growing number of tech hubs across the continent; and expanding interest by corporate investors, non-tech companies, and foreign giants in European tech start-ups.
In related news, Tech City UK, the organisation set up by David Cameron in 2010 to support the UK’s tech scene, has announced that applications for skilled technology visas have spiked since the EU referendum back in June. The visas were launched back in 2014 in response to a shortage of skilled coders, however since the government relaxed the rules last November there have been over 200 applications since April – the year before had only seen 20.
On average, £42,000 a year is spent on influencer campaigns, yet according to a survey of 500 industry practitioners, 73% of marketing and PR professionals expect influencers to participate in campaign activity without incentive. Maria Heckel, marketing director at the Chartered Institute of Marketing has said: “In an increasingly complex world, we know from our own research that marketers find it hard to keep abreast of regulation and best practice. Being straight with customers wins trust – and trusted brands are the core of successful businesses.”
Do you know your unicorns from your narwhals? Your cockroaches from your decacorns? It seems there’s now a whole array of terms used to describe different types of tech companies, so how do you keep up?! Luckily, Tech City News has come to the rescue and rounded up the latest definitions. Phew! Now get swotting…