Jun 9th 2014

Cutting through the Big Data Hype

It’s showtime! London Technology Week kicks off next week, complete with Boris Johnson waxing lyrical over London as “the digital capital of Europe”. The Cloud World Forum and Big Data World Congress at Olympia, and the Internet World, Interop and Big Data shows at the ExCel 17-19 June are the biggest items in the line-up.

But with so many other vendors clamoring for attention (1,700 players globally in the case of Big Data), how can you get noticed? Especially when the media’s much more interested in hearing from independent experts, industry heavyweights, and getting coal face insight from in-house IT chiefs.

And another challenge for Big Data is that the hype cycle has now peaked. Few technology market sectors have been so dramatically hyped as big data. But the party’s over.

Our research  (commissioned with Vanson Bourneand Apollo Research) amongst major UK enterprises has found that many businesses are sceptical of the claims made by big data vendors. And nearly a quarter are so turned off that no amount of insight would make them receptive. Meanwhile nearly two thirds of journalists will no longer cover generic stories.

It’s time for big data to grow up and enter the real world. How can you overcome audience fatigue? What stories will get their attention? 

Thought leadership is absolutely key. Despite the apparent audience fatigue, for those companies that drop the Big Data hype and identify, demonstrate and discuss what really matters to their customers, the opportunities are numerous.

See here for full details of the research, plus our top tips on how you can win the battle for mindshare. Areas covered include key topics of interest for the media; and top brand values cited by journalists when covering stories here; and results of our enterprise poll segmented by market sector.

If you’re looking to get ahead here, we’d love to work with you to get you noticed. Do get in touch if we can help.


Babel PR