Paul Boughton - Moving on from Engineer Live

As of the end of October Paul Boughton will be moving on from his time with Engineer Live, where he held the role of online editor. Paul has now moved on to a new and exciting project, and is currently putting together a new website called Engineer News Network. It is still in the process of construction, but we will be excited to see the finished product.

The website is a platform to discover the latest engineering news, events and designs. Paul says he’s keen to find his niche in the market and we look forward to seeing what he creates. Since setting up the website Paul has already seen a large variety of traffic coming from 37 countries, which is a great start.

We wish Paul the best of luck in his new venture and look forward to seeing what the future holds for Engineer News Network. Great to see Paul taking a leap of faith and setting up a new business.


The PR Professional's Definitive Guide to Measurement

At Napier, we are always looking at ways of measuring our PR campaigns to ensure they are effective; so we use a range of tools to make sure that we don’t miss anything! We believe evaluation is very important, and ultimately the key to producing a successful campaign.

AMEC, ICCO and the PRCA have combined their extensive knowledge on campaign evaluation and produced the latest edition of the definitive guide to public relations evaluation. The guide is available on all platforms including tablets, phones and PC. The guide they produced is a very effective tool for PR professionals, to measure and demonstrate the success of their campaigns.

The guide will ensure that PR professionals globally are all striving in the same direction and aiming to meet the same expectations. We are strong believers that if you aren’t able to measure something how can you be sure it was successful?

The AMEC framework ensures that you plan campaigns in a way that produces measurable goals and targets as well as showing the impact to the campaign will have by measuring what is most important. Using the framework to understand your brand and the objectives that you want to achieve will put you on the right path.

For a more in-depth insight about the framework and its effectiveness in measuring  success visit the PR Professional’s Definitive Guide to Measurement.


Two Events to Take Place in Germany

The Wireless Congress: Systems and Applications event is taking place in Munich from the 15th-16th November this year.  The Wireless Congress shows the importance of “wireless” in electronic development alongside the magazine Elektronik and the German Electrical and Electronic Manufacturers’ Association.

There is a large selection of technical topics that will be  addressed by this year’s event with a range of presentations and tutorials.

In other news,  the European Frequency Control Congress and Exhibition is coming up on 21st November also taking place in Munich. It’s an internal one day event that will help deliver information on advances, trends and the latest scientific research into frequency control products, and the way they are industrialized and applied. Throughout the day an extensive range of tutorials will be held in both German and French, with even the most specialized topics being covered. The conference wants to provide knowledge for everyone in the industry from novices to those with a huge range of experience, there is going to be something for absolutely everyone at the conference.

The exhibition will provide space for exchanging knowledge.  Everyone is welcomed to this part of the day; it is the prime environment for you all to share experiences and present your product(s) to your potential clientele.


What's New in Electronics Live to Co-locate with 6 Other Industry Events

As of 2018 it has been decided that What’s New in Electronics Live will co-locate with 6 other industry events to create what the organisers hope will be “the ultimate electronics trade show”.

From 2018 we will see some rather big changes to the show. Over the years the What’s New in Electronics Live delivered a popular exhibition in the UK. Although WNIE has suggested that in previous years they have noticed a slight decline in the industry, they are not allowing this to stop them.

What’s New in Electronics Live conducted research which has now resulted in them making the decision to join forces and present a 2 day show from 25th-26th September, taking place at the Birmingham NEC with EMC UK; Embedded Live; Sensors and Instrumentation; Micro Nano MEMS; PPMA; and the TCT show. By collaborating together they will ensure they provide visitors and exhibitors with a more diverse range of platforms and networks than any other trade show. The collaboration seemed inevitable for WNIE as Sensors & Instrumentation and Micro Nano MEMS have several shows for the electronics sector. On the day, you can expect to take part in workshops and conferences, seminars, and panel discussions.

Claire Saunders the event director said "We believe that these events are an incredibly strong complement to WNIE Live. Among many other benefits, it will improve our attendee numbers with the type of audience that will have purchasing influence or decision for your products and services. Our key aim is to deliver a strong event for the UK electronics sector and ensure every relevant visitor is aware of the show, to help industry rediscover UK Electronics."

The trade show and its new partnership is now expected an increase in visitors of more than 100%! This is very positive news for What’s New in electronics Live, and we look forward to a successful event.


John Waddell - A New Representative for Mousers EIU Europe

Here at Napier we are excited to hear that John Waddell (West Ham’s most avid supporter!!) is now one of the representatives for the Electronics Industry Update magazine. Since the partnership between EIU and Mouser Electronics in 2016, the magazine was renamed Mousers EIU Europe.  John has been asked by Mouser Europe to look after their advertising sales for this digital magazine/publication.

We look forward to seeing John thrive in his new role with Mousers EIU Europe magazine and wish him the best of luck for the future.


Electronic Specifier Becomes a Major Stakeholder in Europe’s biggest loT start up Community

Electronic Specifier, the leading digital publisher, has become a major stakeholder in Europe’s biggest loT start up community.

On the 22nd of September it was announced by Electronic Specifier, publisher of information resources on the global electronics industry, that it has attained a 50% stake holding in Hardware Pioneers.

Founded by David and Fabiano Bellisario, their vision is for Hardware Pioneers to connect educate and inspire its members to build a smarter future through the connection of hardware and loT technologies. An assortment of the companies who have supported the community and taken the stage at hardware pioneers conference, include Intel, Texas instruments, NXP, Microchip, Mouser, Avnet and many of the other leading manufacturers and distributors. Both founders expressed their gratitude towards the companies’ collaborations and their long-standing involvement in the startup ecosystem, Electronic Specifier has truly become the center of the loT scene amongst Europe.

This will allow Electronic Specifier to enhance its reach within the global electronics and technology markets by further expanding its relationships within the startup community. They will continue to work with Hardware Pioneers by making contributions to their editing, marketing and sales support network, as well as accessing it’s ever growing database of over 200,000 engineers and developers.

Electronic Specifier’s managing director commented on the announcement saying “We see the agreement with Hardware Pioneers as a fantastic opportunity to accelerate the growth of the company. Our combined vision is to quickly expand the Hardware Pioneer community across the globe, connecting startups with the industry expertise that will help them build a successful businesses.”      

CEO David Bellisario from Hardware Pioneers commented "We are extremely excited about our new business partnership with Electronic Specifier. Together, with our complementary strengths we will be able to grow the community beyond the UK and Europe. Together, we will connect, educate and inspire raising startups and pioneering engineers to build a smarter tomorrow through connected hardware and IoT technologies."

Here at Napier we are pleased to see Electronic Specifier investing in more publications, and it’s interesting to them targeting  professional makers, rather than engineers. We look forward to seeing what the future holds for both Electronic Specifier and Hardware Pioneers.


Interview With PowerPulse's Paul Shepard

Paul hiking with his daughter in the Angeles National Forest.

Since we lasted blogged about PowerPulse, in our post  Darnell Group expands social media presence on LinkedIn, we have been contacted by Paul Shepard, son of Jeff Shepard, who informed us that in 2016 he purchased the publication PowerPulse from Jeff and Traci.

Paul kindly informed us that PowerPulse is no longer being published by Darnell Group, but by Opportunity Media, and he offered us some further information about PowerPulse's website redevelopment.

We decided to ask Paul if he would be willing to participate in an interview with us, so we could learn about this new transition in more depth, and the future of the PowerPulse publication.

Why did you decide to acquire PowerPulse (or why did Jeff and Traci decide to sell)?
Jeff has some other projects and opportunities he'd like to pursue, and while he still refuses to use the word, retirement is among those goals. Jeff and I have been working together for more than 20 years building PowerPulse, with Jeff mentoring me along the way. I've been here since the publication's beginning. Along the way I discovered that power is a relatively small, intimate group, and developed a great affinity for the community I've become part of over the years. I'm still a relatively young 41-years-old, thoroughly enjoy what I do and excited to see what the future holds.

It’s nice that the business remains in the family. What’s the best advice Jeff and Traci ever gave you?
That's a tough question. I couldn't have asked for better mentors. Jeff and Traci's work ethic is second to none. They showed me how to be successful doing things the right way, without compromising our shared values. The one piece of wisdom Jeff shared with me that resonated most is an old publishing axiom, "Content is King." These are words that drive us, and a primary motivation for the website redevelopment.

Do you still ask Jeff and Traci for advice?
Daily. Traci is still the Associate Publisher and Managing Editor of PowerPulse, and is an invaluable resource for creative marketing communications strategies and has a knack for knowing how to most effectively deliver that message. Jeff is still working as our Editor-in-Chief, but we are actively looking for a replacement.
 
Tell us about your background. How did you end up wanting to be a publisher in the electronics industry?
I have been active in the industry working behind the scenes at Darnell Group for 20 years prior to purchasing PowerPulse. I began my professional life as a designer and web developer in the mid-nineties. I have personally designed and developed dozens of websites before taking on more project management and business development responsibilities. Much like an EE, I possess a seemingly endless natural curiosity about how to apply new techniques and technologies to make things work more efficiently, more effectively, or just plain better. But at the end of the day people don't want to do business with technology. They want to do business with other people. It's the people I've met and the relationships I've been able to build along the way that motivated me to remain in the industry.

What were the primary goals of redeveloping the PowerPulse website?
The primary goals of the website redevelopment were to make it mobile friendly, add more design content and increase our circulation, by leveraging a combination of Search Engine Optimization and our new social marketing channels. While we were at it we vastly improved our Content Management System, upgraded the ad server and even found time to tighten up our security a bit.

Why do you think engineers should read PowerPulse? How is it different from other power titles?
There are many reasons, but number one is timeliness. The people we want to reach are extremely busy and their time is exceptionally valuable. Competition is fierce. It's just the nature of the industry we work in and the community we serve. We strive every day to meet and exceed their expectations. PowerPulse is the only place you will find daily news for the global power electronics engineering community, now publishing news throughout the day as it breaks. The website is also now much more engaging with richer content. We've expanded our coverage with more detailed design information and more illustrations. And speaking of expanded content, we're still growing! We're actively looking for new editors/editorial contributors in an effort to expand our coverage even more.

As a publisher based in the USA, how can you serve readers in Europe?
Another advantage we enjoy is PowerPulse was never a regional print pub. PowerPulse was founded 20 years ago as the industry's first 100% digital publication, with the intent of taking advantage of the timeliness the Internet offers in an industry that progresses and evolves by the minute. In addition to timeliness, the beauty of the web is it removes geographic boundaries and limitations as well. Nearly one third (just over 30%) of our traffic comes from Europe. Germany and the U.K. rank #2 and #3 behind the U.S., respectively, with France and Italy also representing the top-10 countries visiting PowerPulse (2017 YTD stats from Google Analytics). We are a truly global publication.

With the growth of marketing technology such as marketing automations, why do you think companies will want to continue to advertise in publications like Power Pulse?
PowerPulse is unique in its' focus and scale. We only cover power. And we've been doing it for 20 years. Digital marketers are often forced to choose between limited reach or risk inappropriate ad placement through automated campaign channels. With over 50,000 of the most engaged daily subscribers, PowerPulse addresses this challenge directly by connecting digital marketers with the influencers and decision makers they want to reach without sacrificing scale.

Databases are becoming even more important. How do you plan to grow and improve your database?
Simply put; by adding more compelling, informative, actionable content. Databases have always been central to our model. We publish more than 2,500 stories annually, and have a fully searchable editorial database containing over 37,000 archived stories that goes back 20 years. "Content is King." Our content is tagged and organized into more than three dozen topics. Moving forward we plan on leveraging our databases to give our readers the control to customize their own personal PowerPulse landing page tailored to their specific interests and needs.

You’ve just launched an initiative on social media. Tell us why you think LinkedIn is an important channel for you.
We have launched a new comprehensive social marketing strategy that includes Facebook and Twitter, in addition to LinkedIn. We've found each acquisition channel has a uniquely different audience we're now connecting with. Being a B2B publication ourselves, we've found LinkedIn's business focus to be most effective in connecting with the most influential decision makers we want to reach.

What do you think engineers will want from a publication like Power Pulse in 5 years? What about 10 years?
The same thing they want today; a place where the power engineering community can find useful information, advice, insights, resources and inspiration to help them keep pace with relentless innovation, influence the conversation and take their insights to another level. We have some ideas on how we can better deliver on that mission statement. Are you familiar with Google Alerts? We are are considering leveraging our databases once more, and developing something similar that caters to the power community, creating deeper engagement and delivering the most pertinent information readers need even faster.

What do you like to do in your spare time/what is your favourite gadget?
I was a guitar playing Boy Scout as a boy who never outgrew his passions. In my spare time you will usually find me exploring the outdoors with my adventure buddy, my daughter, or playing a guitar.


Napier take flight at airport exhibition

Napier recently attended inter airport Europe 2017, one of the biggest airport exhibitions to take place every two years in Munich, as an opportunity to fly out and visit its baggage handling and logistics systems client BEUMER GROUP.

The event brought together over 600 exhibitors; all the important players that make the world’s airports what they are, which includes everything from producers of industrial brushes that sweep the runways, to airport IT services.

The augmented reality set-up.

Napier’s visit to the BEUMER GROUP stand was greeted with an impressive display of technological leadership. The forward-thinking team presented an augmented reality set-up which demonstrated the capabilities of BEUMER baggage systems, and what the future of technology-lead airports would look like.

The stand was also turning heads with virtual reality as visitors stepped into a world that immersed them into a real-life, working example which demonstrated the abilities of BEUMER’s tote-based system in allowing complete baggage tracking from drop-off to pick-up.

Napier supported BEUMER’s presence at the show by providing a host of PR activities including messaging, a pre-show press release, setting up meetings with Editors on the stand, and follow-up actions.

Whilst the Napier team worked their way around the exhibition, taking notes of various ideas for the future of the industry, such as the use of autonomous vehicles, it became obvious that as technologies develop and become more accessible, the question isn’t when they will be used, but how soon will they be used?

Account manager Chloe using the virtual reality headset.

 


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.


A Shuffle Around at ELEKTRONIKPRAXIS

Sebastian Gerstl is making the move to Software-related topics, after announcing that he will no longer be responsible for Embedded Systems at ELEKTRONIKPRAXIS.

Sebastian is taking over the editorial duties for all Software-related topics from Frank Graser who left ELEKTRONIKPRAXIS last month. He is leaving his Embedded Hardware responsibilities to his colleague Michael Eckstein, who will handle all Processing and Embedded hardware related topics.

We wish them all the best of luck in their new roles.


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 [email protected]


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.


Electronics Weekly Announces the Launch of EW TV

Electronics Weekly has announced the launch of a new reader and advertising service EW TV. The publication has previously prided themselves on the video content they host on electronicsweekly.com, and has decided to take this one step further, creating a dedicated TV channel to host all video.

The launch comes after Cisco pronounced that by 2021, IP video traffic will account for 89% of all consumer internet traffic, which is up from 73% in 2016. Additionally, from 2016 to 2021 CAGR will be 21% in Petabytes per month, in the B2B space alone. As a publication, which is continually innovating, and keeping ahead of the curve, Electronics Weekly are embracing the new-found importance of video, as a way to engage and create more opportunities for their audience.

Electronics Weekly has also decided to celebrate their launch across the B2B electronics industry, inviting marketers and businesses to send them a link to their own video, which will be uploaded to EW TV free of charge, subject to the editor’s approval.

Yet, be aware this is a time sensitive offer, as Electronics Weekly will only be accepting video links free of charge until the 30th September 2017. From the 1st October 2017, Electronics Weekly will charge to publish video content on their EW TV channel.

Further to this unique opportunity, Electronics Weekly are offering the services of their in-house video team and studio, to help businesses who are unfamiliar with video content embrace this opportunity. Their help includes creating a variety of video content such as corporate videos, product tests, webinars and lead generation programmes.

To find out more information and how Electronics Weekly can help you bring your products and content to life through video, contact [email protected]


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.