Mark Allen Group Welcome Charlotte Hathway as New Deputy Editor

Publishing house Mark Allen Group has welcomed Charlotte Hathway to the team.

Charlotte joins as an Deputy Editor and will work across Critical Communications Today, Land Mobile and New Electronics magazines.

We wish her the best of luck in her new role.


Theo Van Gelder Announces Retirement

We were sad to hear that Theo Van Gelder, a well known figure and journalist in the electronics industry, will be retiring at the end of this year.

With Dutch publishers continuing to struggle in an increasingly marginal market, Theo has made the decision to retire early and focus on sailing and his many other hobbies from the beginning of 2020.

We wish Theo all the best for the future, and a happy retirement!


Napier's First Trends Webinar

Here at Napier we've decided to take a new approach to sharing our insights of the industry, with our first recorded trends webinar! Our webinar focuses on the latest marketing news and trends including:

  • Some good news about the financial performance of the B2B publishing companies in Europe
  • The implication of layoffs at Aspencore, the largest global publisher of titles for the electronics design industry
  • News from Inbound 2019 about the growth of Account-Based Marketing (ABM)
  • Other ideas from Inbound 2019, including LinkedIn tips and sales emails as part of marketing nurturing workflows

Give our recorded webinar a listen today and get in touch to let us know your thoughts! You can also follow along with our webinar transcript featured in this blog below.

Webinar 1: B2B Marketing Trends October 2019 Transcript

Hannah: Hello everyone, welcome to our first recorded webinar on the latest trends in the industry. Trends in the industry something we look at quite regularly so we thought would be a good topic for us to chat about. I'm Hannah, the Business Development Manager at Napier, and I'm with Mike, Managing Director of Napier. Mike, let's start with what you think is the most interesting research, we’ve completed this quarter.

Mike: Well, the really interesting thing we did was we actually asked B2B publishers how well they're doing. And I think, you know despite what you hear, and clearly the market isn't easy. But things are not as bad as you might think. And in fact, of all the B2B publishers we talked to 68% grew revenues suggesting they're all in pretty good health.

Hannah: Were you surprised by the results. Is it what you were expecting?

Mike: No, I think when you listen to publishers you do hear you know tales of woe and you know clearly as I say it's not an easy market, but for 68% of grown revenue was pretty impressive. And in fact, only one of the publishers out of the 25 that replied, actually saw a decline in revenue more than 5%. So, you know, even though the guys that lost in revenue didn't lose very much.

Hannah: What about the US is this just research that reflects what's going on in Europe, or does it count for the USA as well?

Mike: So, the truth is, is this is just a European survey. We did look up both Western and Eastern Europe. But I suspect the story is very different in the US and actually one of the things we'll talk about is what's happening with one of the big US publishers in a minute, so I think the US is somewhat different to Europe.

Hannah: So, there has obviously been a big shift in the US, with Aspencore can you tell us a bit more about that?

Mike: Yeah, absolutely. So, the US does seem to be having a tough time, I mean, obviously Aspencore is a global publisher. So, they have titles around the globe, I think 21 IC is one of their better-known titles over in China. But what's happened is they've let go some of their most well-known journalists so people like Rick Merrick, Clive Maxfield and Steve Ravitch have left the publishing house, and in Europe actually Jurgen Hubner who I think is reputed to be you know one of the best publishers over here has also been made redundant. And at the same time one of their I think best known salespeople Bob Dumas also resigned in the state so a lot of people leaving.

Hannah: So why is this significant like how does this affect the future of Aspencore?

Mike: Well I think it's interesting, I mean, most people believe that Aspencore probably isn't profitable and some of the comments that Yoko Rashida made when she was talking about these layoffs suggest that's the case. But I think clearly there's a new editorial strategy. I suspect they're probably looking less to generate high-quality in-depth articles in house. They're more focused on news and without a doubt I think they've got a greater focus on growing their business in the Far East, and all of these may be valid things to do so it may not be a bad idea but obviously for those of us in the West it's disappointing to see, you know, such well known editors, leaving their jobs.

Hannah: Very disappointing so obviously saying we've lost some of the best journalist’s kind of within the industry. What is the impact of this? Are we going to see any change?  Do you think the quality of content is going to decline, or they just put in the trust and that they're still going to produce the same level of content without these journalists?

Mike: I think you know; it's going to be hard to generate the kind of quality of content these guys wrote because they were genuinely some of the best in the industry. Having said that, without a doubt, there are still some great journalists left at EETimes so they still have some very strong resources in terms of generating their own content. But it will be interesting to see. I think perhaps more interesting is the impact that being owned by Arrow has had. So, initially I think Arrow was making use of the publications, to both grow their database, and also influence potential lines. And now I think you know that the reality has come home that under Arrow, the publications aren't making money, and clearly Arrow as a public company needs to do something about it. So I suspect you know there's a little bit of reorganization, a little bit of cost saving and perhaps a little bit of change of strategy as well.

Hannah: Well, it's definitely something that we need to keep our eye on and see what happens in the future.

Mike:  Definitely I agree, it's going to be interesting to see what the next step is from Arrow I mean hopefully they'll continue investing and the publications will start growing again.

Hannah: Well, let’s move away from the electronic press industry for a moment and focus on some of your marketing trends findings. I know you recently attended the HubSpot Inbound event and gained some great insight into the continued growth with Account Based marketing.

Mike: Yeah. It's interesting, actually I read recently that I think it was the VP of Marketing for Pardot has decided that account based marketing should now be called account centric marketing and I always feel that when you've got something that people start rebranding then clearly it's kind of hit the mainstream. And to me, you know, the big thing we saw was the size of ABM campaigns and companies where they saw success with ABM growing the number of target customers in their ABM campaigns.

Hannah: And how are they doing that, what are they doing to target, you know, bigger clients on a on a higher level?

Mike: I think actually ABM is a lot simpler in most instances than people think. Conceptually people are targeting customers either through direct mail which is clearly easy, email if they have contacts or perhaps programmatically using, you know, a platform like LinkedIn, which is clearly one of the biggest for ABM. So, the process is fairly simple. I think what is difficult is scaling up. For example, I listened to a presentation by Sigstr that actually developed 1000 customised landing pages, each one targeting a different specific account, and clearly you know generating one landing page is fairly straightforward, generating 1000, even with tools that are available today is incredibly complicated.

Hannah: And would you say you know spending all that time building these landing pages is actually worth the results that they've gained from the experience or is it just a waste of time?

Mike: Well I guess that's the question we're all wondering about, you know, certainly when you listen to the presentations people are talking about fantastic ROI from their ABM campaigns. And that is, to be honest, backed up by industry research and also backed up by own experience. So, you know, I think it's still early days I think it's very hard to compare, but my honest opinion is  that ABM will be one of the most effective channels in terms of ROI going forward, and certainly something everyone should be looking at.

Hannah: That's a really interesting insight Mike and I'm sure other companies are also seeing great results from ABM. But let's move on, and why don't we have a chat about marketing silos.

Mike: Sure. I mean this is something I've been talking about for a while, you know, previously companies always thought in terms of the way content was distributed because distribution typically was expensive. But now, I mean increasingly as an agency, we are thinking about content development and content distribution as being our two core competencies. And that's really because distribution is becoming easier with digital technology, but content development is still time consuming and expensive particularly high-quality content development. And so, it's so important to, once you've developed something to be able to reuse it across a multitude of different tactics.

Hannah: So, moving forward as an agency, what are we trying to do to cater to clients on this?

Mike: Well, I think the main thing we're trying to do is help clients think beyond, you know, a campaign is a particular tactic, and think much more about reaching a target audience, and all the different ways they could do that. You know, typically once you've generated the content and you've got you know one channel working maybe that's email. It can be very easy to then promote the same content for example, through online advertising or you know even targeted as ABM. So, I think it's all about thinking about content reuse and how you can make use of content through different channels. Rather than thinking about individual tactics and this isn't you know for example; this is an email campaign. This is an advertising campaign.

Hannah: And do we think we're seeing great results from this? Is this approach working?

Mike: I think the thing it absolutely does is massively increase the return on investment. And the reason for that is our clients are having to invest less to run more campaigns. If you're generating content for each campaign it's very expensive. If you're able to reuse and repurpose content, then suddenly the campaign costs can be reduced quite considerably. So, clearly that helps massively increase the return on investment.

Hannah: That sounds brilliant definitely a step in the right direction of what we want to achieve.

Mike: Definitely, I think also, people are finding that having the same clear messaging across a number of channels, also makes the campaign more effective. So it's not just a cost thing it's also, you know, increasing results as well so you kind of get, you know, basically benefit on both sides of the coin,

Hannah: That's some interesting stuff, thank you, Mike. Okay, why don't we talk briefly about some other trends now. You know it's clear to see that both influencers for B2B technology and podcast have gained momentum. Would you agree?

Mike: Yeah, I mean this is interesting. If you looked, you know, a couple of years ago there were virtually no podcasts really targeting the B2B tech market, and perhaps there was some, to be honest in the IT sector but in the engineering side there wasn't, and increasingly now more and more people, I see, you know, listening to podcasts in our industry, as well as consumers so I definitely think that that is a growing trend, and it's an indication of the ability of individuals to become influencers. And to be honest this is still very early stages, particularly in an industry like electronics, where basically most of the content being shared is being shared through conventional media. But I certainly think you know influencers are going to grow, both in importance, and also grow their followings as well.

Hannah:  You know I've heard a rumour that Napier is actually featuring on some podcasts soon.

Mike: Yeah, we've actually been asked to appear on a couple of marketing podcast, but we'll see how that goes if it works out well then we'll obviously share the links but if not, I will try and hide them.

Hannah: So, what else have we seen as we make our way through the last quarter of 2019?

Mike: I think one of the things we're seeing is from my point of view, a little bit of sanity really in terms of measuring campaigns so people are focusing on better and simpler metrics. And increasingly, we're seeing clients and other companies recognising that just going for example for the maximum number of clicks doesn't always make the best campaign. So clients are focusing, you know, very simply down onto metrics that that make a difference. It could be for example, registrations, or it could even be sales in campaigns. And as part of that with simpler metrics, it becomes easier to create marketing dashboards because you've got a more consistent set of metrics across different tactics. And so again we're seeing some clients, looking into building marketing dashboards, really for the whole marketing operation, which is great when you can get that working.

Hannah: So, to finish let's take a look at some key inbound tips and tricks that you've uncovered. Would you like to share?

Mike: Yeah, definitely. So, I'm an inbound we have some great sessions talking about how to you know make campaigns more effective. I think there were there were a couple of things that I found particularly interesting one was a session talking about LinkedIn advertising, and there the speaker was very keen to share the results that he sees through the different formats of advertising. So actually, if you look at what they were seeing for example, sponsored content might get a click through rate of 4%. But text ads were 1/40th of a percent so a massive difference in terms of click through rates. Although actually sponsored content, typically cost more per click. But he was talking about this, and the different approaches, which was very interesting we wrote a blog post on that. I also saw more and more people talking about moving the initial sales approach, away from sales and into marketing so effectively during marketing nurturing campaigns. Companies are increasingly sending emails as though they came from the appropriate salesperson. And this is certainly something HubSpot doing, and claiming it is an incredibly effective tactic and something we're looking at doing both for Napier, and also with our clients.

Hannah: Could you share why do you think the connection emails are so successful?

Mike: So, the connection emails, emails from salespeople, I think it's becoming more of a marketing tech tactic rather than a sales tactic. And clearly you know it's typically is a very simple straightforward email, and it's very focused on getting the recipient to either click through a request a meeting or a call, or maybe reply to the email so I think it benefits from two ways one it's quite personal. And secondly, the email also is very focused and industry focused so it helps marketers write an email that's clearly focused on achieving one objective and we all know, the more you can focus on one objective and any kind of piece of marketing content, the more effective that's likely to be.

Hannah: That’s brilliant thank you. And, you know, this is where we were going to finish today, and we've left a link to our trends page so you can read more detail about what we've discussed today, and we hope our insights have been helpful to you.


Five Stats That Prove Why LinkedIn Should be Part of Your Marketing Strategy

It’s no secret that LinkedIn has significantly increased in popularity over the last couple of years, with B2B marketers flocking to the platform to take advantage of LinkedIn’s specific user base for strategies such as lead generation or to make use of LinkedIn’s publishing platform, as a way to give old content new life.

A staggering 92% of B2B Marketers were recently reported as leveraging LinkedIn over all other social platforms, yet it’s surprising how many companies have still not made the step to integrate a LinkedIn marketing plan into their campaign strategy.

With over 260 million LinkedIn users logging in each month, LinkedIn is one of the fastest-growing social media networks, and provides ample opportunities to marketers looking to target different audiences with specific messaging.

At Napier, we are seeing more of our clients buy into LinkedIn and see the great results it provides for themselves. (Check out our ABM case study to see what I’m talking about) But for the B2B tech marketers who are still on the fence, we wanted to share our top 5 statistics which we believe prove why LinkedIn should be part of your marketing strategy.

45% of LinkedIn Users are in Upper Management

As many marketers can relate, often the biggest struggle is ensuring that specific content is getting in front of the right target audience. Unfortunately, often time and resources can be wasted talking to people who are not influential when making a decision within the company.

According to the latest statistics, in 2019, LinkedIn counts 90 million senior-level influencers, 63 million decision makers and 10 million C-level executives amongst its members.  This data not only reinforces LinkedIn’s vision ‘of all professionals in one place’ but proves that LinkedIn is the right place to get in front of the right people.

The Average Decision Maker Reads 10 Pieces of Content Before Making Their Purchase Decision

Content seems to be at the heart of every marketing strategy, and it’s no different on LinkedIn. In fact, there are 9 billion content impressions in LinkedIn feeds every week.

It’s clear more than ever that customers are evidently doing research online before they buy and are increasingly turning to LinkedIn to get the content they need to make the next step in their journey. With the average decision maker reading 10 pieces of content before they make their final purchase decision, LinkedIn offers companies the opportunity to provide regular content to their target customers, tailored specifically to solve a problem.

If done right the results can be great, with studies showing that 43% of B2B marketers have sourced a customer from LinkedIn.

46% of Social Media traffic is coming to B2B company sites from LinkedIn

On average, studies have revealed that a staggering 46% of social media traffic going to B2B company sites is from LinkedIn.

As B2B marketers make LinkedIn a focus for content distribution, it is pleasantly inevitable that the traffic to your website will grow. Using LinkedIn to link to gated content on your website for example, will not only increase traffic, but also provide quality leads, as the combination of LinkedIn’s advanced audience targeting capabilities and relevant content, can ensure that this increased traffic will convert into leads. In fact, 79% of marketers say LinkedIn is an effective source of generating leads.

LinkedIn InMail has a 300% Higher Response Rate than Email

LinkedIn InMail is being hailed as a new revolutionary sales tactics for B2B Marketers, achieving a 10-25% response rate, 300% higher than emails.

LinkedIn’s ‘sponsored’ InMail’s offer a new channel of communication for companies to interact directly with target decision makers, outside of their saturated inboxes. These sponsored InMail’s offer a unique channel for getting your message in front of high-level decision makers; and with features such as push notifications which alert your target customers when they have a new InMail, to the optimal time feature of only sending InMail’s when your target is online, it’s clear to see why this channel of communication is so effective.

LinkedIn is 277% More Effective for Lead Generation than other Social Media Networks

Social media is often a huge contributor to a company’s lead generation efforts, and a recent study from HubSpot found that LinkedIn is 277% more effective for lead generation than Facebook and Twitter.

The truly great element of LinkedIn is that professionals from all industries are investing time in the platform, and LinkedIn’s range of targeting features from sponsored updates, account-based marketing and InMail’s, means it’s easier than ever to focus on target segments of your audience with tailored ads, content and images.

 

If LinkedIn advertising is something you are looking to implement into your marketing strategy for 2020, or something you want to know a bit more about, why not get in touch today and find out how we can help you.


All About Circuits Unveil New Features with Site Relaunch

EETech has announced the relaunch of its site All About Circuits (AAC), revealing a new sleek design as well as access to a new set of features.

As one of the largest and most active communities for electrical engineers, the site provides free content including technical articles, news, and projects, along with an extensive open-source textbook and a forum moderated by industry experts.

The site’s redesign includes practical updates to site navigation, such as improved category filters that allow users to quickly and easily find exactly what they need. New features include a bookmarking system that allows members to save interesting articles for later, as well as a ‘like’ function so visitors can give the writer and site an indication of which types of content they enjoy the most. Visitors on the go will also notice a difference as the site is now mobile-friendly, for easier reading and engagement on screens of any size.

These updates are accompanied by a suite of new content, including a robust video tutorial series and additional tools and resources for engineers in every stage of their career.

EETech co-founder and CEO Adam LaBarbera commented “From the beginning, AAC has always been about our users. The new version of the website features new tools and functions that make it an even more comprehensive one-stop destination for electrical engineers. With this relaunch, we hope our users see our commitment to remaining the online EE community that best represents their interests and helps them fulfil their needs.”

At Napier, we are often seeing great results from AAC when running client campaigns, and we look forward to seeing how the new website and features will help our clients achieve even more success in the future.

To check out All About Circuits new website, please click here.


Aspencore Increase Networking Opportunities at Power Electronics Summit 2019

Aspencore Media in co-operation with Bodo’s Power Systems, has revealed that this year’s Power Electronics Summit will feature a ‘networking evening’ in response to feedback from last year’s show.

Taking place from Monday 2nd to Tuesday 3rd December at the Hilton Hotel in Munich Airport, this year’s summit will focus on the topic of ‘Technical Trends with Wide Bandgap Semiconductors’. The event will be split into two parts, with the presentation and discussion section of the summit taking place on the Monday; inviting experts to present papers about trends and challenges in the Automotive, Wind Power, Photovoltaic, Industrial and Transportation fields.

The presentations will be followed by a reception and ‘get-together’ evening, providing visitors and exhibitors with plenty of time for networking.

The conference and table-top exhibition will take place on Tuesday 3rd December providing the opportunity for visitors to meet the experts, and share expertise in bringing down barriers and overcoming reluctance to use Wide Bandgap Semiconductors.

To find out more about the Power Electronics Summit and how you can attend, please click here.


WTWH Media Acquire Advantage Business Media Assets

In June of this year, we wrote a blog about the sad closing of publisher Advantage Business Marketing (ABM), with the future of publications like ECN left uncertain. So our interest was peaked when we heard the news that WTWH Media was transitioning long-time brands ECN Magazine, Medical Design Technology, Product Design & Development, and Wireless Design & Development into Design World, EE World Online and Medical Design & Outsourcing.

The announcement also revealed that although the R&D 100 Conference & Awards will continue, the R&D magazine will re-launch on a new platform as R&D World, with a series of targeted vertical technology sites expected soon.

After a quick search, we came across a webinar held on the 15th October and hosted by Scott McCafferty, co-founder of WTWH Media, explaining the acquisition of ABM's assets and what its means for the publications' future.

It seems that shortly after ABM went bust, WTWH Media found opportunity amongst the publisher's assets, acquiring the R&D and ECN 'pillars' of ABM.  Scott explained that WTWH Media want to revitalize the brands and to accomplish this has three focuses for the future. This consists of unwinding the brands, rebuilding them, and growing them. Although many members of the old staff have moved on from ABM, they are engaging with a few of the original staff members, enlisting their help to ensure a smooth transition.

Alongside the acquisition of the R&D and ECN 'pillars', WTWH Media has gained access to ECN's database of 262,303 contacts and ECN's customized list of 83,177 digital subscribers.

It will be interesting to see the approach WTWH Media take with these brands, as if the news of the Aspencore redundancies  is anything to refer to, the growth of publishers and publications is declining in the US.  Perhaps Scott sums it up as best, as he reveals that moving forward they are looking 'to do the opposite of what happened in the past', and with certainly lots of plans for the future, we will be interested to see what they do to achieve success.

 


Elektronik Magazine Introduces New Issues for 2020

Elektronik magazine, has announced 'Elektronik 2.0', as the editorial team has revealed that for 2020 instead of regular and special editions, the magazine will introduce issues that specifically cover the spectrum of trends and 'hot' topics within the industry.

The new issues will feature technology and business/markets themes, and aim to provide readers with a 'one-stop-knowledge-shop' on topics that are currently fundamental to their readers.

With previous editions of the magazine featuring a mix of random topics and resulting in readers 'cherry-picking' the parts of the magazine they are reading; this move means a specific edition of the magazine will offer readers a comprehensive source of information on one topic (e.g: the automotive industry) and advertisers a market-analogue advertising environment.

Elektronik has also announced the introduction of Social Media Plus and Social Media Chinese, offering advertisers LinkedIn, Facebook, Twitter and newsletter advertising.

At Napier, we think its great to see a publication modifying their approach to engage with their readers more successfully, and we look forward to seeing the response this approach receives from the industry.

 


What is Active View Viewability and How Can You Improve its Performance?

Ian Poole, editor of Electronics Notes, has provided some great insight with his blog posts in the past, which is why we were delighted to receive Ian's latest blog detailing what Active View Viewability is, and his journey to adopting Google Ads as the primary form of revenue generation for Electronics Notes.

What is Active View Viewability and How Can You Improve its Performance?

Many advertisers are now opting for programmatic forms of advertising such as Google Ads or one of the variety of other systems available. This is done to reduce costs and increase performance. As a result, advertisers need to be aware of various factors in choosing which websites their advertisements should appear on, if they want to select websites on which their ads should appear. From the other viewpoint publishers need to be aware of factors that make their sites attractive to advertisers whether they use programmatic banner advertising or directly placed ads.

In the electronics industry, companies have traditionally adopted directly placed ads. However, with click through rates diminishing and advertisers wanting to improve their return on investment, many have adopted other tactics including email campaigns and content marketing.

However, banner advertising can still provide some excellent returns - not only does it provide the click throughs directly onto a tailored landing page, but it also gives a high level of branding. Some reports have indicated that the branding aspects of banner advertising are equally or more important than the number of clicks received.

When selecting where to advertise, one of the key metrics now being used is that of Active View Viewability (AVV).

According to Google: "Active View metrics have been created in compliance with industry standards for measuring the viewability of online ads, as developed by the Media Rating Council (MRC). According to MRC guidelines, the standard for measuring the viewability of ads, are as follows:

A display ad is counted as viewable when at least 50% of its area is visible on the screen for at least 1 second. "

Traditionally many advertisers have requested that their ads appear above the fold, and this normally gives better results, but the actual picture is a little more complicated and AVV provides a defined metric to understand what is happening better.

At Electronics Notes, I have adopted Google Ads as the primary form of revenue generation. It enables me to focus on content generation all the time without hassle of managing the ads.

I have been on a journey to improve the overall site performance and improve its attractiveness to advertisers, and I hope that others can learn from this.

One key element of this journey has been to improve the AVV performance, so that advertisers using the Google Display Network (GDN) will want to target the site via Google Ads as what is termed a "managed placement."

It really started when I attended a day at the Google offices in London for AdSense users. (AdSense is the publisher side of Google Ads). Here the topic of AVV came up and returning home, I discovered my AVV was well below 40% - it was hardly surprising that at this time Electronics Notes was not a particularly attractive proposition for advertisers.

At the time, I used a large proportion of the Google delivery below the fold - ads above the fold were used by other advertising schemes. Although there are some advantages to showing ads just below the content, the AVV performance was very poor, so I made a number of changes.

Before detailing the changes, it helps to understand where the ad positions are located on the page:

  • Top leaderboard - a 728x90 slot at the top of the page in line with the logo
  • Top MPU - a 300x250 at the top of the right hand column
  • Bottom MPU at the bottom of the right hand column,
  • Skyscraper - 160x600 to the right of everything else and towards the top of the page
  • Bottom leaderboard - 728x90 underneath all the content

Firstly, I enabled the advertisement positions above the fold for Google Ads - namely the Top leaderboard and Top MPU. Positions below the fold were given to another network that preferred below the fold advertising.

Next, I moved Bottom MPU up to around the page fold and enabled it for Google Ads.

The next stage was to enable the floating or "sticky" right hand skyscraper ad for Google Ads. Permission was required for the use of "sticky ads," and Google requests certain requirements are fulfilled. These were all very sensible and so with this permission gained, I started to show Google ads here. In terms of AVV, this performed very well, and it offered advertisers a good position.

Similar changes were made to the mobile site which was very important because about 45% of my traffic is mobile.

All of these changes required extensive experimentation but significantly improved the AVV performance, and we had a large rise in AVV figures.

A few interesting figures came out of this. The leaderboard at the top of the page did not score the highest AVV figure - people scroll down very quickly, often before the ad had loaded. I could have improved the AVV figure for this position by moving the ad beneath the logo, etc, but I retained it where it was to preserve the page layout and retain the "user experience."

The "sticky" skyscraper had an excellent AVV figure, which is not a surprise as it stays within view all the time.

The MPU at the top of the right-hand column performed well, but again, it suffered from people scrolling down quickly. That was particularly interesting. The most interesting one was the MPU position just on or below the fold. This performed better than the one at the top of the right-hand column. The reasoning for this is that it comes into sight once people start to scroll and remains there for a while.

In view of the MPU performance, I later decided that one ad in the right-hand column would suffice. I moved the top MPU position down almost to the position of the lower one, so that it was virtually on the fold, and removed the lower one.

This probably did not make too much difference to the overall site performance and revenue, but it reduced the ads by one which was useful from a user experience viewpoint and slightly improved the overall AVV figure.

So far, I have not mentioned in-content ads. I enabled these for both the mobile and desktop formats. Introducing these has not made much difference to the AVV figures as Google uses its AI algorithms to select the optimum positions. These have performed well and provide a good click through rate.

With in-content ads in place, it has also been necessary to look carefully at the number of ads appearing, and we are still experimenting with this. I am also trying to improve the quality of the content, so that people still want to visit the site. Pages have to be sufficiently useful to attract people, and I hope we are winning the battle here.

When I started on this journey, I did some research into the typical AVV figures that were being obtained by websites. Figures varied according to the research organisation, the country where the website was located, and the sector, but it appeared that typical figures were in the region of 45 to 55%. With the changes I made to Electronics Notes, I started below 40% and now have been consistently able to maintain figures of between 60 and 65%, although it does vary a little on a day to day basis.

There are a number of messages to take from this. The position of an ad within the page is crucial to its performance, and it is not just the top position that is best. Sometimes positions on the fold work well as they are in view for longer. It also helps to have a reasonable amount of clear space around the ad to prevent accidental clicks, and to make it nicely visible.

Programmatic Ads like Google Ads not only provide very cheap advertising when compared to directly placed ads, but they also give more insights into the performance for the advertiser.  It is possible to select websites with high AVV ratings so that advertising will give the highest ROI.

 

 


Growing B2B Agency Napier Welcomes Two New Hires

30th September 2019: Napier, a leading B2B PR and Marketing agency has welcomed two new hires to its team.

Claire Davis joins the team as an Account Manager with over 15 years’ experience working for London-based client and agency side businesses. Claire has managed extensive marketing activity through-the-line, and her account management skills include B2B and B2C campaigns many of which have Pan-European and global reach.

Hayden Reader also join the Napier team as Marketing Specialist, with a full diploma in Information and communications technology. Hayden brings a creative background to his role, and will support the Napier team in various ways, including content marketing, email marketing and marketing automation. Whilst Hayden is working within his role at Napier, he will be completing a Digital Marketing degree with Chichester College.

Napier is delighted to welcome both Claire and Hayden to the team and we look forward to them settling into their respective roles.

 


PCB Directory Hits 100,000 Views a Month

Online publisher everything RF, has announced that it's PCB Directory website is now receiving 100,000 page views a month, with traffic continuing to grow steadily.

As the largest directory of PCB companies in the industry, the website was launched just over a year ago to enable users to find PCB companies based on their location and capabilities.

GoPhotonics is a web page that can also be found on the PCB Directory, with the aim to keep visitors up to date with the Laser Systems, Laser Modules, Laser Diodes, CMOS Image sensors and other photonics products.

The publication itself has also reported an increase in traffic on its website, receiving 350,000 page views a month. everything RF keeps readers up to date with the RF & Microwave industry, providing comprehensive news coverage, information on new product releases, upcoming events, and white papers. They have also introduced an unique parametric search tool that enables users to find products based on specification; meaning visitors no longer need to go to individual manufacturer websites to find products that meet their requirement.

 

 


Supplyframe Announces Acquisition of SamacSys

Supplyframe, the industry network for electronics design and manufacturing has announced the acquisition of SamacSys, a leading provider of 2D and 3D CAD models for the electronics industry.

The acquisition will combine Supplyframe’s global offering in engineering resources such as component search engines, supply chain software tools and online communities, with SamacSys’s libraries of schematic symbols, PCB footprints and component 3D models.

Steve Flagg, CEO and founder of Supplyframe commented “Our vision has always been rooted in helping people in the electronics industry navigate the complexity of going from an idea to a production-ready product. Welcoming SamacSys under the Supplyframe banner allows us to provide best-in-class symbols, footprints and 3D models directly to our community of 7 million engineers.”

The acquisition will see all London-based SamacSys employees joining Supplyframe and expanding its global footprint with offices in Los Angeles, San Francisco, Shanghai, Austin, Grenoble, and Belgrade.

Founder and CEO of SamacSys, Alex MacDougall has also chosen to remain and help lead the future of Supplyframe, commenting “Our service is contagious! Engineers all over the globe are using it for the simple fact it allows them to spend more time engineering rather than creating component libraries. When Supplyframe approached us and demonstrated their reach, I was certain we could scale our product even faster to help more engineers. Supplyframe is the perfect home for SamacSys because Supplyframe is agnostic, independent, and neutral; all perfect ingredients for fast growth and further adoption of our solution.”

At Napier, we like to see a publisher trying something different from conventional publishing. With Supplyframe having already expanded with tools for purchasers, it's great to see how they are now moving into providing tools for engineers as well.


Shortlist Announced for Elektra Awards 2019

The shortlist for the Elektra Awards 2019 was announced this week, and we were extremely pleased to see that Napier has been shortlisted three times in the best campaign of the year category. We would also like to congratulate our clients Microchip Technology, Yokogawa, and Farnell who have all been shortlisted for an Elektra Award. 

Winners will be announced at the awards ceremony on the 4th December at the Grosvenor House Hotel on London's Park Lane, and we would like to take this opportunity to congratulate all the finalists for this year.


7 Content Marketing Stats Every Marketer Needs to Know

As the B2B marketing world continues to evolve, it’s important to stay up to date with the latest from the content marketing industry. With some marketers doubting that a content marketing strategy is still important, the latest content marketing stats can provide great insight, so you know that the time spent on your content marketing strategy is not only important, but also worth it, to achieve growth.

But with so much research out there, it can be time-consuming to hunt down the most relevant and important stats by yourself. This is why we’ve pulled together the top 7 content marketing stats every marketer needs to know, to show why a content marketing strategy is still so important and how an effective strategy can bring great success for your company.

Content Marketing costs Up to 41% Less Per Lead Than Paid Search

Your current marketing mix might include several campaigns across a variety of platforms, including paid ads, social media marketing and email marketing. So why should your content marketing strategy be a priority over those activities?

Well, according to research by Oracle, content marketing costs up to 41% less than paid search for larger businesses, and 31% for mid-sized companies.

Prospects Want Content – Especially White Papers

White papers and e-books are arguably some of your most valuable resources for attracting leads, and according to Curata, white papers are among the top 10 tactics used by B2B content marketers, with 78% of prospects in the last year, reading white papers to contribute to a B2B purchasing decision.

Custom Content Creates a Relationship Between the Company and a Customer

Demand Metric revealed that 78% of customers perceive a relationship between themselves and a company when receiving custom content, with 90% of customers finding custom content useful.

As a simple yet extremely effective tactic, custom content allows you to tailor content with the company's branding, and provide them with high-quality, relevant and valuable information; and with 82% of customers feeling more positive about a company after reading custom content, it is clear to see this is a tactic that is working.

Content Marketing Generates Three Times as Many Leads as Traditional Marketing

In comparison to traditional marketing tactics, content marketing can generate three times as many leads, while also reducing cost by 62%.

It’s important to understand the different benefits content and traditional marketing can create for your company; but a good content marketer will know that if done right, content marketing will not only help you attract leads, but also nurture them through the funnel at the same time.

59% of B2B Marketers Consider Blogs as the Most Valuable Channel

Blogs should be a vital, if not the main, part of your content marketing strategy. Blogs are an easy yet effective way to inform, and interact with your audience, and are easy to share on different social media platforms.

With 59% of B2B marketers considering blogs as the most valuable channel, and databox revealing that the average conversion rate for a blog is 19% (the survey revealed 1-5% of visitors to blogs turn into a newsletter subscriber), it’s hard to argue that the writing and distribution of blogs shouldn’t be a top priority for content marketers.

48% Of Marketers are Making Youtube Video a Priority

Visual content marketing should also be an essential part of your strategy. From images, infographics and videos, this is another great way to get in front of your audience.

With the HubSpot state of inbound report revealing that 48% of marketers are making YouTube video a priority, and Cisco reporting that by 2021, video will represent 82% of all internet traffic; it's clear to see video isn’t going anywhere, and content marketers should seriously evaluate adding videos to their content marketing strategy.

Content Compliments Traditional Sales Techniques Perfectly

Still not convinced that content marketing is important?  According to WordStream, approximately 49% of marketers are producing content to align closely with various stages of the sales cycle.

If used effectively, your content marketing strategy can target customers at each stage of the sales funnel, providing them with content which answers their pain points at the right time, ensuring you are also nurturing current leads, and retaining the users you already have.

 

Get in Touch

At Napier, we use our four-step approach to design and continually optimise campaigns that convert awareness to opportunity more quickly, increasing your prospects’ momentum through the funnel. If you want to find out how we could help you with your content marketing strategy (or another issue you may be facing), then get in touch in today!

 


New Data Reveals That More Than 50% Of Google Searches End Without a Click to Other Content

We recently read a blog written by Rand Fishkin, co-founder of SparkToro, that discussed new data from an update to Fishkin’s initial Google clickstream data study; revealing that in June 2019, for the first time, the majority of Google searches ended without a click on an organic or paid search result.

Using data from Jumpshot, Rand explored what these latest updates mean for marketers and the future of SEO; and in this blog we’ve pulled together some of his key (and most interesting) findings to share with you.

The updated data revealed that as of June 2019, searches made on both mobile and desktop resulted in 42.25% of organic clicks, 4.42% of ad clicks and an astonishing 50.33% of zero-click searches.

Looking at data from 2016 to 2019, it's clear to see desktop has not changed much over the last three years, with organic only down a few percent, and the results of June 2019 not far off from January 2016.

However, on mobile, where more than half of all searches take place, the results have presented a consistent pattern, with organic falling by almost 20%, while paid has nearly tripled, and zero-click searches have been on a significant rise.

There could be a number of reasons for this, if you consider Google’s increased aggression with how ads and instant answer-type features appear on a mobile device, or perhaps it’s the result of Google sending a huge portion of search clicks to their own properties (according to Jumpshot, Google sends 6.01% of all searches (~12% of search clicks) to websites owned by Alphabet, Google’s parent company).

So, what can a marketer do to ensure they are still achieving SEO success amongst these changes? Rand details three key ways:

  • Make sure you are trying to find new ways to get value from zero-click searches
  • Seek out keywords that have a higher CTR opportunity
  • Get your content optimised on Google’s own properties (YouTube, Maps, Images, AMP, Knowledge Panels, etc.)

To find out more and read Rand’s full blog on the results of the new data, please click here.

 


Napier is Shortlisted for B2B PR Agency of the Year!

We were extremely pleased to receive the news that Napier has been shortlisted for the B2B PR Agency of the Year award at the B2B Marketing Awards 2019! 

At Napier, we work hard to ensure success for our clients, and its great to see our hard work being recognized by B2B marketing.

Mike Maynard, Managing Director at Napier, commented  "We are thrilled to be on the shortlist for the B2B PR agency of the year award, competition is fierce for this prestigious award, and it's great to see the Napier team's hard work being recognized".

The winner of the award will be revealed on the 28th November 2019, at the awards ceremony at Exhibition in London. Wish us luck!

 


WEKA FACHMEDIEN Present WEKA Ad Award for 2019

Publishing house WEKA FACHMEDIEN has announced the introduction of the first ever WEKA ad awards for 2019.

Advertising customers from the ITK, electronics, automotive and automation sectors, who make frequent bookings with magazines under the WEKA FACHMEDIEN brand, were offered the opportunity to submit their original and most appealing ads for consideration.

With four different awards up for grabs (one for each sector) the winners of the WEKA ad awards will be decided by the readers, as they are invited to nominate the tops ads in the following categories:

  • Visual
  • Slogan
  • Content

Participants also have the chance to win a 100 Euro Amazon gift card, a BMW R 90 S-Boxer engine kit by FRANZIS and a robot arm kit from FRANZIS.

The closing date for entries is Friday 13th September 2019, and for more information on the award, and how you can take part, please click here. 

 

 

 

 


Success for Napier's Soft ball Cricket Team!

At Napier we are a close-knit team, and recently some of the Napier ladies took the soft ball cricket world by storm, taking part in the ECB Women's soft ball festival at Goodwood house.

After weeks of practice, the team played fantastically, even managing to bowl out our managing director Mike (a cricket fanatic) in the process!

Well done to everyone involved, and go team Napier!

 

 


elektroniknet.de Extends Reach to the Chinese Market

elektroniknet.de, a WEKA FACHMEDIEN publication, has announced that it is now extending its reach into the Chinese Market, by not only delivering content in Chinese, but also offering advertisers the opportunity to specifically reach the Chinese market through its subpage elektroniknet.de/chinese. 

This move is particularly important for WEKA FACHMEDIEN, as China has been the most crucial trading partner for the Federal Republic of Germany since 2016 - and Germany is the most important European trading partner for the People's Republic.

At Napier, we think its great to see an electronics publication expanding into the Chinese market. With elektroniknet.de already achieving impressive performance figures (the website received a total of 12.17 million page impressions in 2018), this decision can only bring further opportunities for companies to increase their global reach; and we look forward to seeing the results it provides for both advertisers and companies.


Electronics Sourcing UK to Publish First Top 30 UK Distribution Report

Electronics Sourcing has announced the publishing of its first top 30 UK distribution report to be featured in its October 2019 edition.

Following in the footsteps of its sister title Electronics Sourcing North America, Mark Leary MMG’s founder and publisher commented “During my 26 years of publishing print publications in the UK electronics industry, I believe this could be the first printed distribution report published in the UK. For the North American edition of Electronics Sourcing, the Top 50 Report is so popular its by far the largest monthly edition we publish each year”. 

We think its great to see Electronics Sourcing providing distributor companies in the UK with the recognition they deserve. With distributors representing a huge share of the advertising market, this move shows great courage from Electronics Sourcing; and if distributors, and the buyers distributors want to reach, (who will definitely be reading it) respond well to the research, there is a chance that this report will actually drive more advertising.

At Napier, we are big fans of this initiative and hope that distributor companies will recognize the importance of the research and that it’s one of the best opportunities to reach the buying contacts that are so difficult to influence.


Editorial Changes at WEKA FACHMEDIEN

Publishing house, WEKA FACHMEDIEN, has announced three key changes to its editorial team, as Frank Riemenschneider takes over as Editor-in-Chief for Elektronik, Elektronik Automotive and Elektronik Neo magazines.

Joachim Kroll, will take over as Editor-in-Chief for DESIGN & ELEKTRONIK and MEDIZIN+elektronik, with plans to grow and implement new event topics within the magazines, as well as further developing MEDIZIN+elektronik.

The publishing house has also announced Gerhard Stelzer as the new Editor for Elektronik and Elektronik Automotive.

We look forward to seeing the direction the publications will take under new leadership,  and wish them the best of luck in their new roles.

 


electronics weekly logo

Electronics Weekly Welcomes Alex McCarthy to Editorial Team

Electronics Weekly has welcomed a new member to its editorial team, as Alex McCarthy joins as a reporter.

Alex will be covering general news and PR, but will also specifically focus on areas such as start-ups, STEM/undergraduates, new product launches and innovation.

We wish Alex the best of luck in his new role.


Success for IKTEM Conference 2019

The IKTEM Conference 2019, an international development event for ICT, electronics and mechatronics development engineers, has been declared a great success for 2019.

Now in its second year, the conference organised by Svet elektronike & Svet mehatronike magazines, took place at the Rogla Ski resort from the 30th-31st May 2019.

The two-day event offered participants several exciting sessions and workshops, with key-note speaker Professor Janez Bester, PhD, from Faculty of Electronic Engineering Ljubljana, discussing the topic of Industry 4.0 and Society 5.0.  Lectures also included a demonstration of the latest measuring equipment; and on the second day, a live NB hands-on IoT workshop took place for the first time in Slovenia.

Jurij Mikeln, President of the IKTEM Organization Board commented “We look forward to the next IKTEM conference which – I do not doubt - will address many interesting up to date technical topics that professionals from ICT, electronics & mechatronics have to know”.

As the only conference in Slovenia that provides engineers with lectures and hands-on workshops for the ICT, electronics and mechatronics sectors, we think it’s great to see the industry responding so positively. We look forward to continuing to see both the IKTEM conference and industry flourish within Slovenia.

 


PCIM Europe 2019: Another Successful Show

PCIM Europe 2019, the leading international event for power electronics, has delivered some impressive results; welcoming a total of 12,182 visitors and 515 exhibitors over the 3-day event.

It’s clear to see that PCIM Europe has gained traction over the years, with both visitors and exhibitors steadily increasing. (In 2016, the event received a total of 10,053 visitors, and last year the event closed with a record result of 11,000 visitors.)

The conference, which is an important part of the show, featured brand new topics that were presented to the public for the first time, in as many as 333 lectures and poster presentations, with contributors from academia and the industry.

This year, the exhibition also saw an increase in international exhibitors and visitors; as 56% of attendees were revealed to have travelled from abroad. Japan was the strongest-represented country with 15%, and France and the USA were close behind, ranked two and three at 13% and 10% respectively.

With 93% of visitors in favour of recommending PCIM Europe to others, and 75% of them planning to attend the exhibition next year, we look forward to seeing the direction PCIM Europe will take, as trade shows in Germany at least, continue to be an important part of the electronics industry’s marketing mix.


7 CRM and Marketing Automation Mistakes Marketers Need to Stop Making

We all know that the key to making sales is to first generate leads. But at Napier, we also understand that generating high-quality leads is harder than it looks.

This blog details seven common mistakes marketers make within their marketing automation and CRM; and some tips on how you can overcome them, to ensure you are using your marketing automation system to its full potential in order to increase your ROI.

Failing to Segment Your Customers

The benefit of segmenting customers is that you can reach out to them via personalised content to match their current needs at each stage of the funnel. Your customers’ needs will change and evolve over time, so it’s important that your business continuously adapts to provide your customers with the right information. Failing to segment/ group your customers means you risk sending them the wrong information at the wrong time, such as sending irrelevant content that they have no interest in.

Believing It’s a Mass-Produced World

Most recognize that there are no true mass markets anymore. Instead it goes beyond looking at market segments to embrace that ‘every customer has their own market’; with customers demanding a personalised and tailored approach. Here are four top tips towards providing personalised customer service via marketing automation:

  1. Pay close attention to different channels used by your audience
  2. Make sure your customers service team moves between channels to follow the customer
  3. Make sure you are proactive in your customer interactions
  4. Take customer feedback seriously, and provide regular opportunities for customers to leave feedback

Focusing on Your Worst Customers Instead of Your Best Customers

It may seem convenient to accommodate those hard-to-please customers, but a successful business will develop long-lasting relationships with ideal customers. The strategy is effective and simple, give your higher value customers the attention they deserve, and in return they are more likely to buy from your business again. Businesses should focus on customer delight, as it costs a lot less to retain an existing customer than it does to generate a new customer from scratch. When deciding which of your clients are your ideal customers, take into consideration these questions:

  • Are you biggest customers your best customers?
  • Can you find a way to learn which customers will generate the most profit in the near future and focus on them?
  • Will you only focus on the customers that are the most profitable?

It’s important to understand that your best customers will not always be your biggest customers, and it’s imperative to focus on developing long-lasting relationships by ensuring your customers get the attention they deserve.

Fail to Innovate with Your Customers in Mind

Innovation is the willingness to introduce new ideas and take risks; don’t be afraid to seek new opportunities with your customers in mind.

It’s important to keep your content fresh, and to continuously update and change your approach, so your audience are not receiving the same emails or seeing the same posts again and again.

Forgetting to Measure Customer Service

Adapting to your customers’ needs is important, but you also need to track the impact of those changes. Although you may think you are already listening to your customers, measuring your progress is a more reliable source of measuring your growth. Here are five metrics you can use to help measure your performance:

  • Response time – how long does it take you to respond to customer service questions?
  • How long does it take you to resolve the customer’s problem?
  • What percentage of visitors found what they were looking for?
  • Customer rating – ask your customers to give you an overall rating on how good their experience was
  • Watch and monitor the mass volume of customer communication across all channels

It’s important to review your metrics regularly and examine your strengths and weaknesses to improve where necessary.

Being Overconfident with Your Company’s Strengths

Although it is good to understand where your company's strengths lie, there is a fine line between positioning yourself as an expert and being overconfident about what you can achieve. It’s important to understand that every situation is different, and you should never overestimate your ability to impress and delight your customers; as a success for one client, could be a failure for another. To ensure you avoid this situation you can do the following:

  • Make a list of your business strengths and ask/ create a survey to see if your customers agree with you.
  • Revisit old company data to see if you have improved
  • Communicate with stakeholders and discuss how to improve. This will allow you to better focus on your strengths when interacting with customers; an honest discussion will also help you work out what areas need adjusting/amending.

Latching on to the 4Ps

The 4Ps, product, price, promotion, and place are not as relevant as they used to be; when businesses once targeted customers, customers now target businesses. Instead of using the 4Ps, focus on:

  • Getting access to the best customers
  • Acting quickly and effectively – taking as little of the customer’s time as possible
  • Employing the right people who can talk to your customers
  • Associate and collaborate with the right partners
  • Collect and measure customer data to ensure you continuously improve