Attribution... the Key to Understanding the Potential and Impact of our Marketing?

This week at Napier we are taking a look at the State of Marketing Attribution Report 2017, produced by AdRoll.

AdRoll believes that attribution is the key to understanding the potential and impact of our marketing. When dealing with a range of campaigns, it isn’t always easy to figure out what is and isn’t working in order for you to make the correct decisions regarding your business!  We are no longer living in an industry when last click or first click is giving us the precise answers we need. AdRoll see this as an opportunity for a new system to arise.

 Attribution Put Simply

For those who are unsure here is a simple definition, “In Marketing, Attribution is the process of identifying a set of user actions (“events” or "touchpoints") that contribute in some manner to a desired outcome, and then assigning a value to each of these events”.

The Current Issue

Businesses currently use a simplistic form of attribution which is delaying their decision making. A more detailed form of gathering data should now be used: last click and first click is becoming more irrelevant. A growing number of companies are making the switch over to custom attribution methods, which we also see as a great move.

The use of custom attribution has  risen from 31% in 2016 to 39% in 2017. Companies implementing custom attribution on all or most of their marketing activities has risen from 31% to 39%, although North America is outdoing the UK with 51% of businesses implementing the strategy. Companies are currently either carrying out multi-channel marketing attribution strategies or ignoring its potential – this is the last thing that we want! We can see there is uncertainty on how to interpret data, but we don’t want this to be what’s stopping companies from moving forward in terms of attribution.

Types of Attribution

The systems of last click and first click are still the most popular, although their use has decreased, with the adoption of a wider range of methods. Both brand and agency respondents report an increase in custom attribution methods. Custom attribution methods are now seen as being the most effective; 48% of respondents agreed.

When companies were asked if they were actually using multi channel attribution, 60% said they did in comparison to 40% in 2016. Agency respondents stated that algorithm-based methods were most effective but difficult to gather for cross channel journeys.

Impact and Benefits of Attribution

From AdRoll’s research,  optimizing media mix was the top goal in 2017. This has overtaken the main priority of 2016, which was understanding the journey and sales cycle. Justifying digital spending was third in line. There is no difference in the list of priorities when comparisons were made between 2016-17. Businesses getting the most out of attribution finally recognize how it is having an impact on their customer contact.

Attribution is said to provide more accountability for marketing, although it is still clear that not all companies are recognizing the positive impact attribution has on building stronger relationships. The respondents stated some of the best outcomes marketing attributions have influenced are, being able to remove activity that doesn’t contribute to customer activity. Having a better view of relative performance on various channels making it possible to relocate any budget to better the campaigns with use of improved resources.

Technology and Effectiveness

Over the years, companies have reduced their confidence in their technology’s ability to support attribution. They have seemingly become more reliant on spreadsheets, vendor technology and custom-built models to carry out attribution. The idea of attribution is to ensure different platforms are able to share relevant data with one another through application programming.

The Challenges of Attribution

One of the biggest issues is the restricted use of marketing attribution due to the lack of knowledge. It is more likely that a business will blame this on the differing data instead of their lack of time. The key to breaking down this barrier is defining the customer journey. This year it has been seen that a more effective use of cross device attribution has undergone, in hope that the right individuals will be employed to take advantage of marketing attribution – although this remains a challenge for many.

A large number of companies blame the lack of technology and too much disparate data. Marketers are struggling to gather the data from different platforms and finding a relevant consistency, there is seen to be a gap in the system somewhere. The report showed that campaign tracking/tagging and statistical modelling were the most frequently selected at 36% and 31%.

Insights to action is the area that was seen as the least biggest issue. Although it is still  a problem area, there are other significant challenges to be dealt with first. It is clear that there are benefits of multi channel attribution, but respondents found it difficult to determine which channel delivers return on investment. 28% of respondents strongly agreed that multi-device behavior has increased focus on attribution.

Where do we go from here?

Well, it is clear attribution is moving forward with more effective models in place. Gathering more information and analyzing the customer journey are key elements to understanding how successful a campaign strategy has been. Ensure that you are using your employees’ knowledge to their full potential and that they fully understand the effects of how successful a new approach can be to gathering data.

To learn more, download the full report here.


Personalised Emails are the Way Forward according to Experian Marketing Services

At Napier, we were recently talking about how things in marketing seem to be changing rapidly. But when we took a moment and began discussing personalization we realised this wasn’t always the case.

Back in 2013,  Experian Marketing Services  released their 2013 Email Market Study report, which formed an analysis of growing trends, stats and proven best practises for how marketers connect with consumers through email.

The most interesting, and seemingly valuable result from this study, was the discovery that personalized emails generate six times higher transaction rates and revenue per email, a significant contrast when compared to non-personalised emails.

The study also revealed that personalized mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalised mailings, with personalised trigger campaigns resulting in more than double the transaction rates. The advantages don’t stop there either, with the study revealing that multichannel retailers are seeing a 37% increase in unique open rates for emails with personalized subject lines.

The study exposed that personalisation was becoming key for marketers, and this hasn’t changed over the years. It seems personalisation has only continued to grow in importance, with consumers beginning to expect content which is tailored to their unique interests and preferences.

For example, within the study, it presented the example of a pop-up to all new visitors on a website inviting them to sign up and receive promotional emails. With marketers using new and inventive ways to collect the information needed for personalisation, it is no wonder why consumers are beginning to expect content tailored to them.

Although marketers have been testing the waters for a while, many still struggle to personalise beyond the name, making their personalisation seem cheesy. Yet these survey results propose a clear case of why marketers should continue to improve and advance their efforts, as with a better insight into how to personalise successfully, marketers will be able to achieve personalisation much more easily in the future.

To discover more and read the full study, please click here.


The Top 15 Things We Learnt at INBOUND 2017

Recently, Napier took a trip to Boston to attend the HubSpot INBOUND conference held from the 25th-28th September 2017. As the biggest INBOUND conference HubSpot has held to date, we took full advantage of the advice and information which was offered to us throughout the event.

We returned home with an overload of information, inspiring us to write the top 15 things we learnt at Inbound 2017.

HubSpot Continues to Improve itself:

The value of look-alike campaigns. HubSpot has added Facebook advertising into the standard product, allowing you to target people who are like your website visitors, and we also had a great presentation about using look-alike audiences when advertising with Google. It’s all about building a sales funnel from the bottom, rather than the top. The next level of retargeting is here now!

Several new integrations were announced at Inbound 2017 one of which was a native integration with Shopify meaning it will be possible to sync products and purchases with HubSpot. They also announced there would be an ecommerce ‘bridge’ for those not using Shopify - HubSpot is aiming to become the platform for a bigger ecosystem.

HubSpot are now taking ‘Delight’ more seriously. A stage of the sales cycle that has been previously overlooked. They are doing this through introducing the ‘Customer Hub’ which was fleetingly introduced at Inbound 2017. Although they may not yet have the software to support this focus on ‘Delight’, the theme of the conference very much seemed to be based around account based marketing and essentially customer retention which again highlights the importance of delighting customers and leveraging this relationship to increase repeat business.

HubSpot’s not the perfect answer for all of our clients, but it’s a blooming good solution for many of them.

SEO:

Paid channels tend to be more measurable than organic. Rand Fishkin gave a great presentation where he highlighted the fact that paid channels tend to be the most measurable. Because they are revenue-generating, the publishers are giving marketers more data. Marketers believe that the organic/unpaid channels are more effective, yet put more effort and money into paid channels because of the measurability.

The importance of a powerful trajectory. A talk by Rand Fishkin, yes the SEO expert himself, revealed that marketers make the mistake of shutting down blog channels or current marketing activities too early. We learnt that it is important to look over the long-term results of an activity, as often when looking at the estimated growth rate, success can be just around the corner.

Topic clusters are the new way to approach SEO. Not to say that traditional methods should be thrown out of the window – they definitely shouldn’t, but there was a lot of buzz around these topic clusters. The idea being that the clusters make it easier for Google to figure out the significance of the pages within a cluster – architect your site so it makes sense to Google.

Writing Content:

Reddit is a great place to steal content ideas! Essentially, you can see what content is doing well and rip it off – I mean, use it to ‘inspire’ your own content ideas. Sub-Reddits get really granular on specific topics, up and down voting allows you to gage popularity and their in-depth search parameters means you can delve deep and gain insight into what is current and popular.

The benefits of a content style guide. HubSpot made the valued point of every business or agency having their own unique style guide, which can be showcased to future clients, whilst being used by our current clients almost immediately.

How to achieve success with content marketing on LinkedIn. From the right call to actions to cohesive and strong visuals, this great presentation revealed how Napier can use compelling content to help our LinkedIn page stand out.

Quality is everything: HubSpot investigated whether the 80/20 rule applies to their blog posts, and found the top 20% of blog posts didn’t produce 80% of the leads. They produced 93% of the leads. It’s the high-quality content that delivers almost all the results. Incidentally HubSpot is now focussing on writing fewer, higher quality posts.

ABM - The Importance of Personalization:

ABM is extremely important. HubSpot hosted many conferences surrounding the subject of ABM. There is a huge focus on nurturing accounts with the Inbound method, and it looks like it is around to stay. With the four main steps: Plan, Create, Nurture and Measure proving to be incredibly successful.

92% of companies recognize the value of ABM and see this strategy as a ‘must have' and B2B organisations that align sales and marketing see a 24% faster growth in revenue. Remember, there are on average, 6.2 stakeholders in the purchasing decisions in B2B organisations – targeting key accounts and moving the account through the buying decision process by having a ‘conversation’ with all stakeholders – personalisation is key!

Personalized emails are a must. HubSpot was able to overhaul their lead nurturing and double their conversions by adding a personal touch to their emails. They pride themselves on creating a human persona who ‘sent’ the emails, in order to form a human connection with their audience.

There are many different things you can do to increase webinar registrations and attendance. The presentation from gotomeeting was great, and we will be using the data to help clients implement tactics that will make their webinar campaigns even more effective. Did you know that 33% of people register for a webinar on the day of the event?

So to End...

Americans and Europeans are different. I didn’t hear one European say they were “super stoked” to be at INBOUND. We were “pleased” to be there, even if we secretly were thinking to ourselves “this is AWESOME”.

 

 


Imagination Technologies

Imagination's Jo Ashford - Marketing Expert Interview

As part of our Marketing expert series, we interviewed Jo Ashford, Technology Communications Manager at Imagination. Similar to our previous interviews, we asked a variety of questions, to learn everything we could about our latest marketing expert. 

  • What do you like to do in your spare time (hobbies)?

I’m a keen baker in my spare time, something which my colleagues, friends and family seem to appreciate. I’d say cupcakes and macaroons are my specialties. I also like going to the gym (probably a good thing considering the baking), photography, cocktails and shopping. Possibly not in that order or as standalone activities/hobbies!

  • What food do you like?

Everything except sprouts, swede and oysters! I’m a total foodie and I’ll try everything once, except for Chicken feet. When I was in China I just couldn’t bring myself to try them, even if they do go well with beer!

  • What other career would you have chosen if you weren’t in marketing?

If I had my time again, I’d probably do something more creative such as photography. I love capturing moments with my camera, whether it’s the Northern Lights in Iceland or my friend’s kids playing in the garden. I think it would be an interesting career, exposing you to lots of cultures, adventures and experiences.

We then asked Jo to share her future thoughts and insights on marketing, asking her questions surrounding effective campaigns, marketing challenges, and the main activity she would spend an increased budget on. 

  • What do you think have been the biggest changes to B2B marketing in the past 3 years?

From my perspective, I don’t think looking back at just the last three years highlights how much things have changed in the world of PR, you must go back further to understand the true evolution that has taken place.

  1. Increased channels. One of the biggest changes in B2B PR is the number of channels that we can now communicate to our audience through. While still highly influential, the media no longer controls everything. Today brands adopted a strategy that embraces both owned and paid media.
  2. Measurement. When I started out in PR Advertising Equivalent (AEV) was used in all reports when highlighting our successes to clients, along with the volume of press clients. Today, it is a completely different world (and that’s a good thing). Personally, I’m intrigued to see how measuring sentiment will evolve as no one seems to have cracked it yet.
  3. Social media. Can you imagine a world without Twitter, Facebook or LinkedIn? Like them or loathe them, social media has changed the face of PR, providing a platform for companies to engage with their audiences, while building awareness, credibility and trust. Social media provides a way for customers to directly speak to brands, as well as acting as a targeting tool. A massive game changer in my opinion.
  • What do you think will be the biggest change in the way you approach your campaigns in the next 3 years?
  1. Will press releases still have a role in campaigns?
  2. Content amplifications will become more critical
  3. Better campaign measurement will mean more effective campaigns
  • What are your 3 biggest marketing challenges?
  1. Budget. Marketers always seem to be trying to do more with less. Sadly, I don’t think this will ever change as budgets will always be squeezed BUT on the positive side, I do think it breeds creativity.
  2. Measuring ROI. Tracking the ROI of every singly marketing activity isn’t always easy or possible.
  3. Reaching customers in a meaningful way. Today audiences are exposed to so much noise it can be hard to cut above the rest and deliver meaningful information that resonates with them on a one-to-one level and ultimately, converts leads into sales.
  • Describe the future of the trade media - will it thrive or do you think there are problems ahead?

The debate about the future of media in the digital age has often been dominated by the fate of national newspapers. I believe often the future of trade magazines has been absent from the discussion.  Many assume that, “if the nationals can’t make it, what hope is there for trade magazines?”

While it’s difficult to generalise about the future of trade magazines because each sector has its own unique set of challenges and opportunities, I do think they have a future. I believe that trade magazines are well placed to identify their respective niches and utilise them. It comes down to how Editors package their offering while ensuring they are profitable businesses.  Quality editorial is not enough, sadly.

  • What is the most over-hyped marketing tactic?

Mobile marketing. While mobile devices have grown massively in popularity in the last few years, it doesn’t mean that traditional PCs will become obsolete in the next few years. Desktops still serve some important purposes and have advantages that cannot be matched by devices with smaller screens. It’s crucial that businesses understand this and don’t get swept away by the idea that mobile devices and mobile advertising are the absolute future of online marketing. While it’s good to have a responsive website that can be viewed equally well on all devices, it’s important that business don’t put all their efforts into a mobile website. At least for the foreseeable future, users on devices of all shapes and sizes will be checking out your website.

  • What was the best campaign you've run?

The campaign that I’m most proud of was for Sensus, who were bidding for the GB smart meter programme. Compared to the likes of Vodafone and O2, they were considerably smaller in terms of budget but their product was better. However, they had limited experience in EMEA. I developed key messaging that appealed to all the audiences involved in the decision-making process, playing on Sensus’ strengths and highlighting the weaknesses of their competitors. The campaign lasted five years and resulted in Sensus winning one of the three regions that were up for grabs. That was a good day in the office.

  • If there is one thing you could change about the electronics press, what would it be?

To be honest, nothing. I know that sounds like a rubbish answer but they are a nice bunch and so far, they have been easy to work to. Ultimately, if do my job properly and get them interesting and timely news then all will be fine.

  • If there was one thing you could change about how agencies work with you, what would it be?

Having been agency side for several years before going in house, my advice would be simple. Make the client’s life easier, don’t add to their workload but make it lighter. Make yourself invaluable so that your client can’t live without you and they’ll love you forever.

  • How important will social media be for your campaigns in the next 3-5 years?

Social media is very important to our campaigns at Imagination and that’s only going to increase. For me, I see social media as a more informal way of engaging with customers and prospects and educating them on who we are and what we’re doing. If they have a question, they can ask us directly and get an honest and informative answer. I see that being more important in the coming years.

  • If you could get more budget, what activity would you spend it on?

Video content. Yes, content is still king but the kind of content the rules the web is changing. People are busy and don’t always have time to read a 1500-word opinion article or whitepaper. Let’s make life easier and give them more digestible content that they can consume when they like, on any device that they like. Let’s tell a story that can come to life through visuals and truly catch their attention.


New Dehli to Host the Largest Gathering of Electronics in Southeast Asia

The leading electronic components and manufacturing technology trade fairs, electronica India and productronica India, has announced that they will hold the largest gathering of electronics in Southeast Asia from the 14th-16th September at Pragati Maidan in New Dehli.

This event will mark a presence of over 450 exhibitors, representing more than 650 companies from 18 different countries. The event creates a platform for the electronics industry to form a global exhibition network that combines innovations and trends with country-specific themes.

This marks a huge success for the electronic components and manufacturing technology industries in India, as both electronica India and productronica India has spent time on promoting electronics manufacturing, in an effort to attract the leading electronic companies from across the globe, and encourage them to showcase their latest technologies in the Indian market.

The event will support the ‘Make in India’ initiative, with the biggest ever investor forum, Advantage India Summit, to be organized with the fairs for the benefit of the electronics industry. The summit will offer the opportunity for potential investors to gain insight into market opportunities, and collaborate with the local technology companies in India.

There will also be a key focus on e-Automotive at the trade fairs, which will highlight and promote the automotive electronics segment in the Indian market.

The event promises to be an interesting three days, and with this much attention on the electronics industry in Southeast Asia, it is almost guaranteed that this event will have nothing but positive effects for the future of the electronics industry in India.

For more information about the event, and how to register as a visitor, please visit http://www.productronica-india.com or http://electronica-india.com/.


Electronics Media Hits 30,000 Visitors

The Indian Publication Electronics Media has hit 30,000 visitors per month to their website.

Focussed on the Indian market, Electronics Media is dedicated to core electronics technology, and prides itself in connecting global manufacturers and distributors within the industry.

With 30,000 visitors per month to their website, it is good to see that Electronics Media is growing strongly, and is sure to grab the attention of engineers and professionals, both within and outside India.


Become a Speaker at the PCIM Europe Conference 2018

PCIM Europe 2018, has issued a call for papers for its conference. The conference is inviting experts from the power electronics industry or academia to present their latest findings and developments in the form of lectures or poster presentations.

As the leading event in the field of power electronics, PCIM offers the chance for experts to present their findings to more than 800 professionals within the industry.  As an added bonus, the chosen papers will also be published in the PCIM Europe Proceedings, IET Inspec-Direct, Compendex, Scopus and IEEEXPLORE.

The conference will be held from the 5th-7th June 2018 in Nuremberg, Germany, and creates a platform for experts to demonstrate their expertise, exchange specialist knowledge and inform an international audience about the latest results and developments in the field of power electronics.

With the abstracts due by the 16th October 2017, this is one opportunity that shouldn’t be missed.

For further information or to find out how to submit your abstract please click here.


B2B Tech Marketing Lunch: Customer Journeys and Personas

After our last successful event in April, we are hosting a lunch for B2B marketing professionals with our sister company Peter Bush Communications on Thursday 5th October 2017 at The London Meeting Rooms, Hallam Street, London.

With customer journeys and personas quickly becoming a key element of many B2B tech companies content strategies, our lunch will ask ‘Why should I care about customer journeys?’

A key component of any successful B2B technology marketing campaign is the analysis of customers’ behaviour and the process they go through when choosing products and services. Attendees at our event will learn:

  • How to target your marketing more effectively by using personas
  • How to map the customer journey
  • Using the customer journey to optimise your content marketing
  • Example customer journeys

 

There is a limited number of places to our event, so Register Now and secure your place.


Exhibitors Drive Changes for WNIE LIVE 2018

What’s New in Electronics Live (WNIE LIVE) has decided to make a few big changes to their 2018 event after receiving some interesting feedback from a post-event survey sent to all previous exhibitors.

The survey has revealed some interesting and surprising results about the industry and exhibitors' opinions, with many revealing that a 2-day event is what this industry needs; as a 3-day long event does not work as successfully for this sector.

Whilst an encouraging 97% of respondents confirmed that they wanted a dedicated UK Electronics Event; WNIE LIVE also discovered that the date line being in the Spring isn’t necessarily the best time of year.

The survey also revealed a few further key results. These included the issue of co-located events, and the belief that they are only good as long as they are relevant. Respondents also revealed that having good features and technical content was also key to achieving a successful exhibition.

This post-event survey has revealed a mixture of results, which will not only help WNIE LIVE for their future events, but also exhibitors, professionals and organisers of other events in the upcoming future. It seems we can all take note and learn from these results, from the length of the event, to the location, we can all learn how to make events and exhibitions in the electronics industry more successful.

This is exactly what WNIE LIVE has done. After successfully seeking exhibitors' opinions, they are responding in the best way possible, using the feedback to implement changes in their 2018 event. To move forward, WNIE LIVE will be co-locating with Sensors & Instrumentation and Micro Nano Mems in a shared hall but as separate events. The Event will also run over 2 days from 25th - 26th September 2018 at The NEC.

With a big focus on good features and technical content for 2018, the WNIE team has invited the industry to propose any ideas or suggestions that will work well for the event. For more information on how to get involved in the exhibition, please call the New Events office on + 44 1428 609 372 or email live@wnie.co.uk


How Can Video have Positive Effects on your SEO?

Video has rapidly grown in popularity, proving itself as a vitally important tool for marketers, that also has a positive effect on SEO.

With some studies saying 90% of a customer’s decision to purchase is made before they contact the sales team, marketers are beginning to understand the need to deliver content using a variety of media, which has driven increased use of video in content marketing strategies to help build relationships with online audiences.

Yet, video marketing isn’t easy. Creating the perfect video content can be a gruelling process for marketers, as they struggle with not only creating original and interesting content, but also knowing where to promote their video.

So how can you ensure your video is improving your website SEO?

Follow our Top 5 Tips to make sure you're using video in the right way to improve your SEO:

  • Make sure Your Video Content is ‘Good’.

Video content needs to be relevant, surprising and helpful to make a positive effect on your SEO.  Make your video stand out from the noise with content that is significant to your targeted audience.

  • Tell People About Your Video Content

  Creating and posting a video isn’t any good, if no one knows it’s there. It is vital to share, tweet and re-tweet your video. Informing your audience over a variety of social media sites, will not only increase the views of your video, but increase the likelihood of your video being found and driving traffic to your site.

  • Host Your Video on Your Website

  Often the presence of the video itself on your website, can be one of the most important factors in increasing your SEO. Video is viewed as evidence of quality content, and helps send signals to search engines that your page or site contains rich media relevant to search requests.

  • Don’t Forget About YouTube

YouTube is the second most popular website in the world, and it is almost essential to post your Video on the site, as well as your own website. Video’s hosted on YouTube have a much larger potential audience, which in turn can translate into more views.

  • Know Why You are Creating Video

The key to achieving successful video content, is to define your goals, and know exactly what you want to achieve from your video. You should set realistic expectations for your video and know who you want to target. Having a defined goal for your video can only help you achieve success in the long run.

 

Have you read our Facts and Figures of Video Content Marketing Tip Sheet yet? For even more Tips Click Here.

 

 

 


Online Display Advertisement Performance: Size Doesn’t Matter

As the B2B Industry has developed and grown over the years, the way marketers and professionals approach advertising has had to change. In a new world, where internet advertising is a vital part of the marketing mix, the performance of online display adverts can be crucial to companies who are trying to reach their advertising goals.

We conducted a study with the University of Chichester, examining the factors that have an impact on the performance of online display adverts in the B2B Electronics Components Industry. The research included interviews with marketing managers and analysis of over 400 campaigns on B2B Electronic Components websites across Europe.

We looked at several factors which could affect the performance of these online display ads, including the advert position and size of the traffic to the website.

The study presented a surprising mixture of results.  A surprising finding of the study, was that the size of the ad unit, has little effect on the advertisement’s performance. Other factors have a far greater influence. Perhaps less surprisingly, the research also revealed that the number of adverts per page is one of the strongest factors influencing the success of CTRs, with sites that have a lot of advert slots reducing the effectiveness of the adverts that run on them.

To learn more and read about the results of the full study, please click here to download the whole report.


Hardware Pioneers Announces Its Second IoT Showcase

Hardware Pioneers, one of the largest IoT communities in Europe, has announced their second IoT and connected hardware showcase for the 5th October 2017.

With over 300 people expected to attend, Hardware Pioneers has invited both leading and emerging technology providers in the IoT sector, to showcase their latest innovations in London.

The showcase is an opportunity for professionals, experts and engineers to connect, educate and inspire other pioneers, while bringing together the major technology providers and most promising IoT and hardware start-ups in this sector.

From components distributors to electronics manufacturers, Hardware Pioneers present a platform where a flourishing community of innovators can connect and share. Held in a new venue in the centre of London’s Tech District, just a five-minute walk away from Old Street’s ‘silicon roundabout’, and with free entry to the event, this is definitely one showcase not to miss.

To find out more about this event and how to register, click here for more information.


Niroshan Rajadurai - The Second in Our Series of Marketing Expert Interviews

Niroshan Rajadurai, Executive Vice President of EMEA and ANZ at Vector Software, is the second interviewee in our marketing expert series. From his 3 biggest marketing challenges to his favourite hobby, we wanted to learn everything about our latest marketing expert.

 

  1. What do you like to do in your spare time (hobbies)?

I enjoy playing cricket, reading business and technology literature and playing the Trumpet.

  1. What music do you like?

My favourite type of music is Jazz, this is influenced by my interest in brass instruments.

  1. What other career would you like to have chosen if you weren't in marketing?

It is an interesting question. Marketing is something that became essential as part of my day to day role. My original background was in Electrical & Electronics Engineer and Computer Science. The industry I work in today uses these skill sets. What I discovered early on when I worked as an engineer is that selling and marketing are essential skills both externally to a business and internally to your management. I think irrespective of any career path, marketing is a critical skill, and with the innovation taking place in digital marketing right now, my back ground and modern marketing are merging together. As a child, aeroplanes and robotics/AI always interested me. If I wasn't doing what I was doing today, I would be more involved in the technology in robotics/AI and it's modern day applications.

 

We then asked for Niroshan 's insights, opinions and expertise into marketing, to help us understand how marketing has developed and changed over the years, especially with reference to Vector Software. We asked him:

 

  1. What do you think have been the biggest changes to B2B marketing in the past 3 years?

There has been an evolution in digital marketing and business intelligence services from that digital marketing data. Most CIOs no longer see "digital marketing" as a separate operation within the marketing team, it's now an integral part and channel for pushing messaging. The use of marketing analytics tools also help identify in real time the ROI on campaigns. An upcoming challenge is the growing trend of AdBlocking which continues to challenge how digital marketing techniques will evolve over time.

  1. What do you think will be the biggest change in the way you approach your campaigns in the next 3 years?

Self enablement for the end customer. We continue to notice the speed at which decisions are made continues to get shorter and shorter in our industry. Our goal is to drive our value through thought leadership, and have our website be a way of disseminating that thought leadership into a focused solution that the customer can quickly and easily identify, evaluate and procure. Part of self enablement could also extend into areas of live chat (seen now on some websites), but could extend to the application of digital intelligence and automation, with further integration into intelligent assistants (e.g. Siri/Cortana/Alexis, etc). Imagine, "Alexis, can you tell me what the current trends in DevOps are for mobile application development."

  1. What are your 3 biggest marketing challenges?

The first one is staying fresh and innovative. It is important to be on top of the research and new trends in the industry. There is a large volume of data that we consume as an organisation to stay on top of industry trends.

The second one is finding new and meaningful ways to engage with clients and customers.

The third one is to stand out from the crowd. Why are we different to our competitors, and the rest of the buzz around major topics.

  1. Describe the future of the trade media - will it thrive or do you think there are problems ahead?

To simplify society, there are two different generations in play at the moment, one is more comfortable with printed news and the other, is happy to get content through digital sources with succinct delivery.

The challenge with a periodically trade media, for instance, is that there is a lag between news occurring and it being published… This leads to a staleness in the news, which becomes old news (as it has been covered in others channels) once it reaches the reader. So, the challenge is to find a way to add value to printed news. The information needs to be solution-based, unique and perhaps driving thought leadership.

  1. What do you think is the most effective and least effective marketing activity you, or your company, undertakes (in terms of ROI)?

The most effective marketing activity is problem-solving based webinars.

The least effective marketing activity is trade show (except for a few countries). It is difficult to get people there, as they have no time to come.

  1. What is the most over-hyped marketing tactic?

Traditional paid advertising. When it comes to generating leads and filling the ales funnel, traditional outbound marketing tactics -- where marketers push their message out far and wide in the hopes that it'll resonate, it  isn't as effective as it used to be.

  1. What was the best campaign you've run?

Problem-solving based webinars. This resulted in a 20 time increase in the number of people participating and follow on engaging with us.

  1. What is the worst campaign you've run/tell us about a time when a campaign went wrong?

We found that 'widget' or 'feature' based webinars provided no context to our customers and prospects. They were poorly attended and very often attendees misunderstood what the goal of the technology that was to be presented was supposed to be.

  1. If there is one thing you could change about the electronics press, what would it be?

To go to the next level, more value needs to be added to the content. The electronics press should create communities to encourage idea and thought exchange. An interesting trend we have noticed is that PodCasts are growing in popularity.

  1. If there was one thing you could change about how agencies work with you, what would it be?

I have a good relationship with Napier. When I first asked Dave to create content for us, which can be challenging as we are an engineering company, he was patient and provided guidance. This resulted in an evolution for us. So, there is nothing that I don’t like. Agencies need to continue to add value, to challenge us in the way we approach marketing. I am very happy with Napier.

The only thing they could do in the future would be to act more enterprising. They could take control of broader industry challenges and problems and harmonise all of the key players in addressing the challenge, just like a project manager would.

  1. Can you explain how you define and measure success for your campaigns?

We define success through people’s attendance and engagement with our content. Ultimately we can trace revenue back to campaigns we do, so from a business perspective this is the ultimate ROI. We use tools like Act-On and Sales Force to measure these KPIs.

  1. How important will social media be for your campaigns in the next 3-5 years?

It's hard to tell. Social media in the traditional sense is over saturated in content. However data contained in Social Media could enable better content delivery to be targeted at individuals. Trends change so quickly, 3-5 years is a very long time away. Decision Engines are growing in popularity and generation one technology in this area is showing promise. Social Media may help drive better decision engines for content delivery to the end prospect/user.

  1. If there was one wish you could make to improve your company's marketing activities, what would it be?

To continue to be strategic by finding new ways and methods to improve strategic thinking within our customers and prospects.

  1. If you could get more budget, what activity would you spend it on?

I would spend it on intelligent social media. We would use it to understand what a person needs and find ways to engage with them.

 

Have you read our first marketing expert interview with David Wright from Microchip? Click here to read the full interview


Napier's Video Editing Capabilities

We understand that video is the future of content marketing. With an overwhelming 92% of marketers watching videos online, and 59% of senior executives preferring to watch a video than read text, Video content is a must for B2B Businesses.

Our infographic featured below, highlights the potential true value and return on investment from developing this video content.  At Napier, we offer full video editing capabilities, to help our clients use successful video content as a useful and realistic campaign medium; or as a way to engage and interact with their audience.

Please take a few minutes to check out our latest Video projects from the Napier YouTube channel. From there you can see great video examples from our designated project playlist.

Check Out Napier’s Latest Video Projects

If we can help you with your video content, Get in Touch and speak to a member of our video team.

 

 

 

 

 


David Wright - The First in Our Series of Marketing Expert Interviews

David Wright, European Marketing Communications Manager for Microchip, is the first interviewee in our series of marketing experts. We asked him a variety of questions, first looking to get to know the man behind the marketing expert. We asked him:

  • What do you like to do in your spare time (hobbies)?

I like DIY, watching football, going to concerts.

  • What football team do you like? What music do you listen to?

Queens Park Rangers is my favourite Football Club. I would say I have a broad taste in music, as it goes from listening to bands such as The Beatles or The Rolling Stones to Philharmonic.

  • What other career would you have chosen if you weren’t in marketing?

I like the car industry. When I started my career, I worked at Chrysler and then, I got to do a lot of different jobs including commercial training, accounting, customer relations etc… These jobs led me to marketing.

We then asked him to share his insights, opinions and expertise of marketing, to help us understand how marketing has developed and changed over the years. We asked him:

  • What do you think has been the biggest change to B2B marketing in the past three years?

Social media has moved rapidly and is more and more significant. Information is now circulating quicker than three years ago.

  • What do you think will be the biggest change in the way you approach your campaign in the next three years?

To have a complete rounded campaign not only based on social media. There are routes to market other than online mechanism. Also, it is important to be flexible in our approach and adapt to the target audience. As they are many differences between North America and Europe, a campaign will be modified to suit the audience.

  • What are your three biggest marketing challenges?

The first one is working across multiple countries with differing cultures. Every country is different and within them people are now using iPads, smartphones and we need to tailor the message differently, depending on the culture and the device. We must look at ways to market and adapt the message to the right media. Also, translation costs are not cheap.

The second challenge is time. Some processes require approval, and it can take a lot of time to obtain it (when people are travelling for instance).

The third one is cost. We have a budget and we need to stick to it, even though we would like to reach the maximum audience.

  • Describe the future of the trade media – will it thrive or do you think there are problems ahead?

There is a totally different approach to trade media in Europe compared to North America.

The biggest problem ahead is the fact that the Data Protection Act (DPA) will be replaced by the EU’s General Data Protection Regulation (GDPR) in May 2018. This implies that we will need to ask customers twice if they agree to provide us with data. This will be difficult to do so during exhibitions, where we collect business cards. This will take a lot of time to inform customers about what will happen to the data and how long we will store it.

  • What do you think is the most effective and least effective marketing activity you, or your company, undertakes (in terms of ROI)?

It depends on what people classify as ROI. For some people, exhibitions are great but others say they are useless. The problem with events is that we cannot measure what we get from them, for instance in terms of visibility for the brand or the value they brought. Also, we can only interpret if the exhibition was good or not. It could be of interest only to a minority.

An effective marketing activity we undertake is emailing, following through.

  • What is the most over-hyped marketing tactic?

Definitely social media. It is not enough to measure the performance of a campaign. Also, it is important to be cautious and craft the message carefully when posting on social media.

  • What was the best campaign you’ve run?

When I worked for Black & Decker, we sold out regularly. At the time, we used printed communication.

  • What is the worst campaign you’ve run/tell us about a time when a campaign went wrong?

I don’t think a campaign ever went wrong. Of course, some campaigns resulted in lower return than what was expected but it really depends on the market sector and the target audience. Also, B2B is different from B2C so return wouldn’t really appear in the earliest months, it is more on the long term.

  • If there is one thing you could change about the electronics press, what would it be?

Electronics press should send less messages and target correctly. Sending three relevant messages a week is enough. No need to send several messages that will, eventually, be deleted.

  • If there was one thing you could change about how agencies work with you, what would it be?

I think that when an agency works with you, it becomes part of the team. Through this partnership, both parties strive to gain the best of each other. An agency brings a valuable expertise and a better view of things changing the market place.

What agencies should not do is saying yes to everything. An agency needs to be aware and should not be afraid to give judgement or views.

  • Can you explain how you define and measure success for your campaigns?

Success includes a lot of elements such as cost effectiveness, the number of contacts made, the exposure number. A campaign involves a lot of activities complementing each other, just like a big jigsaw. You start by writing a press release, then you put a video together, a poster etc… Activities relevant to the target audience. Some have a better result than others. Ultimately, what matters is how these activities complete each other throughout the campaign.

  • How important will social media be for your campaigns in the next 3-5 years?

The importance of social media will be ever-increasing. It will help provide statistics back to people. Also, it will be used for blanket coverage as well as strategically targeted elements.

  • If there was one wish you could make to improve your company’s marketing activities, what would it be?

I would ask for more people. When there is a takeover, the marketing team remains whereas support people are no longer part of the company. This results in loosing expertise and knowledge.

  • If you could get more budget, what activity would you spend it on?

I would spread the budget across all activities. It would depend on what we plan to do each month during a year.

 

 


We Did it!

On the 18th June, members of the Napier team, including Freya Ward, Janice Ashton, Emily Serna, Clare Nicholson, Sian Hogan, Fiona Challen and Debbie McIntosh, took part in the Race for Life. After a gruelling yet enthusiastic run, we are delighted to announce that we have raised a massive £858 for Cancer Research.

Melanie Bright, senior account manager at our sister branch Peter Bush Communications, also raised a huge amount of £225 during her 10K run.

This means Cancer Research now has a further £1,083 to help fund the necessary research needed to help cure cancer. Well done team!


BEEAS and Elektra Awards Extend their Deadline

The British Engineering Excellence (BEEA) and Elektra awards have extended their deadline for award entries.

BEEA awards have extended their deadline by two weeks, now accepting submissions till Friday 28th July, and the Elektra awards have extended their deadline by a week till Friday 21st July.

These extended deadlines allow professionals and experts alike to give further attention to their entries, ensuring they submit award winning submissions.

For further information click here for the BEEA Awards and click here to enter the Elektra Awards.


Google

Google to Stop Scanning Gmail for Targeted Ads

Google have announced a surprising change to their services, choosing to end a practise which they have embraced since 2005, as they revealed that from later this year, they will no longer search Gmail accounts for targeted advertisements.

This decision was outlined in a blog post by Google cloud computing chief Diane Greene, who joined the company in 2015 and has played a huge part in the rapid growth of Google’s cloud business.

Gmail host more than 1.2 billion users worldwide, and Google’s decision to end this practise will bring this popular email service in line with its enterprise offering G Suite. Google’s G Suite business bundle have been gaining more enterprise user in the past year, with more than 3 million companies now paying for the G Suite service.

Previously, Google has been under fire for their practise of analysing incoming and outgoing emails of Gmail users, and has been heavily criticized by their competitors on privacy concerns. With Google’s cloud business growing rapidly, the company is beginning to move into a different direction, and this move seems like a wise decision. Google have acted to ensure they have effective legislation before the newest GDPR regulation takes place, allowing them to focus productively on selling their services.


Social Media and French Journalists Study

A study conducted with 290 French journalists on social media in 2016, between March 1st and April 15th has been released, revealing that a high percentage of French journalists rely heavily on social media. A huge 91% of respondents use social media and over half, 56% said they could not do without social media.

The study revealed that many believe social media is a new indicator for journalists, with 57% using it to measure content effectiveness, whilst 32% of journalists use social media daily to monitor discussions linked to publications.

The two main social media sites used are Facebook to publish and promote articles, and Twitter to research information. It is clear that social media has transformed journalism in France, with 65% considering social media as deeply changing journalism; making it no surprise that the young generation aged between 18 and 27 years old are the main age bracket using social media for more than 4 hours per day.

This obvious dependency on social media, can be a shock to some, especially journalists within the B2B tech industry.  In general, B2B tech professionals will only talk to around 35% of journalists through social media, as many others prefer the almost traditional routes of phone calls or emails.

Although it is good to see French journalists are embracing the digital age, the approach we take with general journalists in the B2B Tech sector suggests other journalists won’t be joining them anytime soon.

To take a look at the report in full, click here.


Sadly, Doug Delvin Has Passed Away

Here are Napier, we are sad to report that Doug Delvin, Drives & Controls advertising sales director has passed away at the age of 64.

Doug Delvin (right) next to Sir Bobby Charlton

Doug was always a pleasure to work with, and highly thought of by his friends and colleagues, with a passion for the industry which will be hard to beat. He will be deeply missed.


What Does HubSpot’s Annual State of Inbound Report 2017 tell Marketers?

As an agency who work closely with HubSpot, we waited patiently for their annual State of Inbound Report for 2017. Each year HubSpot tracks shifts in buying behaviour, marketing challenges and sales strategies, to learn how Inbound Marketing has developed over the past year, and what predictions there is for the future.

70% of marketers surveyed revealed their top marketing priority to be converting leads into customers. This is an unsurprising result, with only a slight decline of 4% compared to last year’s report, suggesting this is still the biggest challenge marketers face when it comes to Inbound marketing.

Last year, we were interested to see that marketer’s biggest priorities for their inbound marketing projects were SEO and blogging. The latest report reinforces this, with 61% of respondents prioritising SEO and 53% prioritising blog creation.

The report highlights the ongoing transformations in inbound marketing, revealing paid advertising to be the highest over rated marketing tactic, and reinforces the co-dependent relationship between marketing and sales, with 44% providing a positive reaction in regards to whether sales and marketing is aligned.

The 2017 report shows that closing more deals has risen in priority for marketers since last year, and 44% of respondents believe improving the efficiency of the sales and marketing funnel is a main priority. Globally a massive 71% primarily conduct inbound marketing, presenting how importance inbound marketing has become for marketers across the globe.

Here at Napier, we were pleased to discover that HubSpot’s findings were closely affiliated with Napier’s focus on increasing the speed of the sales tunnel, to help leads turn into customers faster, and our belief in the importance of increasing SEO.

To download and read the report in full, please click here.

 


Smart Systems Integration 2018 Call for Papers is Now Open

The Smart Systems Integration 2018 has launched its call for papers, meaning experts from science and industry can now submit their manuscripts and apply for one of the coveted speakers’ slots.

The conference will take place in Dresden, Germany from the 11-12 April 2018, and will be accompanied by an exhibition, creating a key platform for the Smart Systems Integration industry to meet and discuss current issues.

A variety of topics will be addressed, including all aspects of smart systems, from the international research on new materials and technologies, innovative smart systems and their manufacturing technologies and issues of integration, to applications in the industry.

The conference will also present application- oriented topics such as, smart mobility, smart health, smart energy, smart production and smart society, with a special focus on software aspects in connection with smart systems.

Awards will be presented to the Best Paper and the Best Poster submissions, and will be rewarded with 500 Euros each, as well as being invited to be a speaker for the event in 2019.

To find out more information about this conference and submission requirements, please click here. 


Electrical Review Magazine Hard at Work

The Electrical Review team has been hard at work the last few months, hosting their second Smart Lighting Summit in March and getting ready to publish their annual Specification Guide alongside their July/August issue.

Electrical Review’s Specification Guide is a valuable source of information for the electrical engineering industry, featuring exclusive editorial content and a directory of the top companies in the sector, from UPS manufacturers to lighting and automation-related specialists.

The magazine has also recently released the videos from their 2017 Smart Lighting Summit, which include all presentations from the day, as well as the panel discussion, featuring some of the day’s presenters and is available on their website www.electricalreview.co.uk.

If you are interested in learning more about Electrical Review’s Specification Guide or taking part in the 2018 Smart Lighting Summit, please contact Elinore Mackay at elinorem@electricalreview.co.uk.


PCIM and SMT Hybrid Declare Exhibitions a Success

As we head towards the end of May, both PCIM Europe and SMT Hybrid Packaging have come to an end for 2017, both declaring their exhibitions huge successes.

PCIM Europe 2017 closed with a record result of 10,836 visitors across 3 days.  The show featured 465 exhibitors and co-exhibitors, as well as 81 represented companies who showcased new trends, developments and innovations from various fields of power electronics.  The exhibition saw a growth from prior years, previously receiving 10,053 visitors in 2016, and only 771 conference attendees, compared to 816 conference attendees this year.

SMT Hybrid Packaging 2017 also achieved considerable success this year, attracting around 15,000 visitors, and featuring 420 exhibitors with 32 represented companies. Their conference featured 259 attendees, which was praised for allowing visitors to refresh their knowledge and have conversations with experts.

With these important exhibitions continuing to grow with each year, I look forward to seeing what PCIM Europe and SMT Hybrid Packaging will bring in 2018.

Both PCIM Europe 2018 and SMT Hybrid Packaging 2018 will be held from the 5th-7th June at the Exhibition Center Nuremberg, Germany.

 


New Consultant Editor at Electronic Product Design and Test

Mark Gradwell has recently joined the IML publisher group, as he replaces Alistar Winning as the new consultant editor of Electronic Product Design and Test magazine (EPDT).

Mark joins EPDT with more than a decade experience in the UK and European marketing leadership roles, previously working within the B2B industrial technology marketing communications market at National instruments, and more recently at an PR agency, Technical Associates.

Although Mark isn’t an engineer, he has wide knowledge and experience of the industry, working alongside engineers in technology communication roles for nearly 15 years. With experience ranging from writing and producing technical content for clients, to communicating with the engineering press through digital and social channels, Mark is sure to be a perfect fit at Electronic Product Design and Test magazine.

Mark will be joined by Sam Holland who has recently started his new role as assistant editor at Electronic Product Design and Test magazine.

Electronic Product Design and Test, has become a permanent fixture in the UK electronics market for over three decades, and is the only monthly publication that covers the whole electronic product development cycle across print, digital and online.

With the new editorial team in place, and plans to enhance the EPDT across all platforms, we wish Mark the best of luck in his new role as consultant editor.