16.12.16 – Goodbye 2016, hello 2017.

In the last review of 2016, we delve into the stories that have dominated the tech and B2B industry this week, including 2017’s top 5 marketing technology trends, news that one billion accounts have been affected by a Yahoo hack, and Google’s most popular search terms of 2016.

Brexit, Toblerones and Bowie: Google’s year in search 2016

It’s that time of year when we love to reflect on the year that was (perhaps less so this year though…). However, as is tradition Google has unveiled its most popular search terms, offering us insight into what’s piqued the interest of the nation. Highlighting the increasing popularity of augmented reality technologies, one of the most commonly searched questions of the year was “What is Pokémon Go“. Understandably, the most popular news trend in the UK was Brexit, whereas in tech, Brits were searching for the new iPhone, Samsung Galaxy S7 and the Google Pixel.

Two- thirds of marketers struggling to measure ROI on mobile

It seems that despite mobile’s growing dominance in the customer journey, marketers are still struggling to integrate it in the wider marketing mix. In fact, a new report has revealed that 67 per cent of marketers say they can’t measure ROI on mobile. Furthermore, only 15 per cent of marketers surveyed were able to measure mobile-influenced sales. With the growth of technologies such as augmented reality and IoT, mobile’s influence is only set to rise so it’s clear that marketers must get to grips with this channel in 2017.

European cloud adoption grows thanks to Microsoft Office 365 push

Off the back of last week’s news of Microsoft’s acquisition of LinkedIn, it seems the tech giant is increasing its share of the cloud-based office suite market compared with its rival, Google’s G Suite. In fact, adoption of Microsoft Office 365 across Europe has more than doubled over the last year. The study reported that 49% of organisations with more than 1,000 employees have deployed Office 365, while only 20% have deployed Google’s G Suite.

InsideView predicts top 5 B2B marketing technology trends in 2017

The B2B buyer journey has changed, in part down to disruptive innovations in social media, mobility, cloud and analytics, not to mention an increase in noise in the market and information available to buyers. So as we look to next year, more businesses will begin to invest in five key marketing technologies according to Sesha Rao, MD of India Operations at InsideView. These technologies are; real time marketing, predictive analytics, digital marketing hubs, virtual reality, and personalisation. Find out what Octopus Group’s predictions are for 2017 here.

‘One billion’ affected by Yahoo hack

News has emerged that more than one billion Yahoo user accounts may have been hacked back in 2013. Data including names, email address and phone numbers were stolen, but not bank details or payment data. Cyber security expert Troy Hunt told the BBC: “This would be far and away the largest data breach we’ve ever seen. In fact, the 500 million they reported a few months ago would have been, and to see that number now double is unprecedented.” The hack was disclosed after an investigation into a breach in 2014 when 500 million accounts were accessed. Merry Christmas and a Happy New Year from us all at Octopus Group!