PCIM 2016 review - another successful German show
Yet again PCIM proves that trade shows in Germany are not dying: in fact they are doing really well. PCIM 2016 delivered some impressive results: the number of visitors was 10,053 (up over 10% on last year's figure of 8.976) and there was a total of 436 exhibitors (up slightly from the previous year) and 93 other companies represented on these stands. The conference also continues to grow, with 771 attendees, about a 5% increase on the previous year (739).
The conference, which is an important part of the show featured a total of 308 oral and poster presentations: an impressive number, with contributors from academia and industry.
While growing visitors by over 10% in a year is good, the numbers are even more impressive if we look back over a longer timeframe. PCIM 2005 attracted just 5,681 visitors and 538 conference attendees. To be attracting almost twice as many people as they did in 2005 is an impressive achievement.
The PCIM 2016 Experience
I attended PCIM again this year, and was struck by the general happiness amongst exhibitors. I saw quite a few stands where everyone manning the booth was talking to customers, and the feedback that I got was that the quality of visitors was really good: real engineers with real power design problems to solve. The show definitely felt busy, which perhaps isn't surprising when you fit 10% more visitors in roughly the same space as the previous year (the show has about 21 000 sq m of exhibition space).
If you missed PCIM 2016, take a look at the images below to get a flavour of this important event for the power industry.
New publication, electronics+radio, targets students, hobbyists and makers
Ian Poole, the brains behind the successful Radio-Electronics website has just re-launched a sister publication called electronics+radio.
The new site is aimed at students, as well as makers and hobbyists, providing tutorials, reference and insight into a wide range of topics. The design of the site is attractive and engaging, featuring lots of images, and it's written to make the subjects easy to read and understand.
electronics+radio is applicable to a wide range of people learning about electronics, and features topics ranging from analogue design and antennas to ham radio and audio-visual. The site also features an extensive history section, covering key developments and biographies of some of the great inventors and scientists.
Five years ago, this would be seen as a rather uninteresting site by many potential advertisers. Today, however, the maker audience is creating products that achieve significant sales, and so we're delighted to see the relaunch of electronics+radio.
Double Alistair 'trouble' at EPD&T and PBSI
Alistair Winning, Editor at EPD&T and PBSI has been joined by Alistair Hookway who takes on the role of assistant editor.
Alistair Hookway is new to the industry as a recent graduate from the University of Southampton and has a very keen interest in technology which signals that his arrival at these publications will only seek to add to his enthusiasm, especially under the wing of Alistair Winning.
Hookway’s predecessor, Paige West (Now Editor at DP&A) found her feet in the industry with EDP&T and PBSI so Alistair has a bright future ahead of him.
Best of Luck in your first editorial role Alistair, we look forward to working with you soon.
New Editor at Design Products & Applications
Paige West, a well-known name amongst the Napier team, has taken over as Editor at Design Products & Applications after a short term as deputy editor. Her promotion to editor has arisen as Les Hunt has decided to focus on his freelance work.
Paige entered electronics journalism from outside of the industry and has worked her way up the ladder with her clear dedication to publishing founded on a love of reading and delving into new challenges that was fostered through her English Degree.
We work regularly with Paige and look forward to watching her flourish in her new role.
Napier Featured in Apprenticeship Service Video
Recently the Napier office was visited by a filmaker for the National Apprenticeship service. Watch the viedeo to learn more about our apprenticeship scheme and our award-winning Freya!
Bodo's Power Systems Partners with New Publication EE Power
Power system design continues to be the electronics sector that is best served by publications with the launch of new digital title EE Power. This new USA-based title was founded by Adam Pitel, who is also the VP of Operations at Magna-Power Electronics, a high-power DC power supply manufacturer. It's good to see someone who is activity working in the power industry launch a title, and we're also pleased that EE Power has cut a deal with Bodo's Power Systems to be the exclusive English language digital channel for Bodo's content.
EE Power was created for an audience desiring in-depth technical knowledge and practice regarding the latest technological trends in power electronics, with content categories including: electronic assemblies, integrated circuits, passive components, power converters, semiconductors, test and measurement. In addition, a market insights section provides industry directions and viewpoints.
No Digital Magazine: Just RSS
Rather than create a digital magazine format, EE Power has created a number of RSS feeds, allowing readers to view the content in readers such as Feedly or Flipboard. They also offer an email newsletter as well as providing a feed into Apple News. This is an interesting move: will apps such as Flipboard soon mean that publishers no longer worry about creating flip book style digital magazines?
EE Power Advertising Trial Offer
We also understand that potential advertisers will be given some impressions free of charge to try the new platform. I'm sure this isn't going to last very long so book early to avoid disappointment!
Napier passes PRCA CMS audit again
Congratulations to the whole team: we've passed our bi-annual PR Consultants Association (PRCA) Communications Management Standard (CMS) audit again. This is a challenging audit of our processes and procedures, particularly after the changes made a couple of years ago that introduced new auditors and beefed-up the requirements.
Benefits of CMS Accreditation for Clients
The PRCA outlines several benefits for our clients, including:
- You will have peace of mind you are buying a professional service from a PR company that's committed to excellence
- You will have the assurance that all CMS-accredited PR agencies are well-run businesses that adopt best practices in all areas of their organisation
- No PRCA member agency can rest on their laurels once they've attained the CMS standard. Accredited agencies are continually assessed and have a formal review every two years, where they are rigorously tested by an independent auditor
The audit is carried out by Redfin who bring extensive experience and expertise to the audits as they are a leading consultancy to in the creative, media and technology industries.
IDTechEx Proves Shows Are Still Important
Last week I was able to attend the IDTechEx event in Berlin. At the event they combined a number of related shows addressing:
- Sensors
- Wearables
- Electric Vehicles
- IoT
- Energy Harvesting and Storage
- 3D Printing
- Graphine
- Printed Electronics
IDTechEx is a client, so I was in a positive frame of mind, particularly as I knew we'd helped them increase pre-registrations by 15% with a PR campaign that beat our targets for coverage and placements. Even though I knew it was going to be good, I had no idea how good. The show isn't huge, but it has some outstanding exhibitors showing great innovations. It was also busy. Really busy! In fact people were queuing to talk to the exhibitors. This wasn't just on a couple of stands; a lot of the booths had queues.
I talked to a couple of exhibitors and comments ranged from "we've attended for several years and it is always a good show" to "it's the first year we have exhibited and we're astounded by how successful we have been". It's always nice to hear positive comments from our clients' customers, and even better when not one of the people I spoke to had a bad word to say about the event.
This got me wondering: how did IDTechEx manage to deliver such great results. I realised that the show was good because they got so many things right. From the wide aisles, interesting range of exhibitors and impressive conference schedule to the great food and high-speed wifi, the whole event was well planned and well executed. I guess this is the challenge for event organisers: how do you manage to take the time to get so many things right?
It's great to see a show like this thriving in Europe. Take a look at what attendees were saying on social media with our Storify round up and check out the photos below to see how successful the event was this year.
Napier secures HubSpot Partner Certification
We've been HubSpot partners for several months, and have benefited hugely from the training and certification that is on offer. All our account managers, directors and marketing specialists are individually Inbound Certified, which covers topics including:
- Optimizing websites
- Landing page design
- Inbound sales
As an agency, we have also achieved HubSpot certification and Partner Certification. The first qualification demonstrates our knowledge of the HubSpot platform and our ability to use this expertise to achieve optimal results for Inbound marketing and marketing automation. The HubSpot Partner Certification recognises the fact that we know how to effectively plan and build our inbound operations, market and sell our inbound services, as well as deliver on those services to delight our clients.
These qualifications don't just benefit our clients that use HubSpot: we make use of the training and skills we gain on the HubSpot platform when helping clients using Marketo, Pardot, Act-On and other marketing automation platforms.
Congratulations to the whole team for this great achievement!
15,000 People Visit SMT Hybrid Packaging 2016
The organizers of SMT Hybrid Packaging report that 15,000 people attended this year's event, to see the 420 exhibitors at the show. The full analysis will be available in June, but clearly this event remains the biggest European annual show focused on packaging. Next year's event will take place from 16th to 20th May 2017, and unsurprisingly the show will stay at the Nuremberg Messe.
Images from SMT Hybrid Packaging 2016
SELEZIONE DI ELETTRONICA is Getting a Bit Bigger
Starting with the June issue, readers of Italian title SELEZIONE DI ELETTRONICA will get a little more for their subscriptions, as the magazine will change format and layout to be 230 x 285 mm. The publishers promise that this slightly bigger format will allow advertisers to present their products in "an even more suggestive format" - something we're looking forward to seeing.
Other specifications for the title will remain unchanged, including 5 mm bleed and files to be submitted as 300 dpi resolution PDFs.
More information about the title can be found on the elettronicanews.it website.
Understanding the Fundamentals of the Best Inbound Marketing Practices
Entrepreneurs and business leaders have realised that inbound marketing is the most effective way to attract potential customers. It is more relied upon than traditional advertising methods. In the current scenario, business leaders need to understand the fundamentals of the best inbound marketing practices to build brand recognition and increase customer loyalty. HubSpot’s seventh annual State of Inbound report reveals the practice and adoption of inbound marketing methods by various business houses. The data clearly reveals how implementation of the best practices have put the leaders ahead and the laggers far behind. It is a comprehensive global document, covering data from more than 150 countries.
The success the companies surveyed reveals that:
- Inbound marketing efforts help in achieving higher ROI than outbound efforts regardless of company size or the investments made in marketing
- Top marketers are not enticed to go for paid campaigns and have realized that outbound marketing is overrated
- Inbound marketing enabled top marketers to track ROI, follow its growth and secure increased budget as a result of this
- Successes with inbound marketing in the previous year is one big factor that enables?? budget increase
- Since content marketing is one of the best forms of inbound marketing, both staff and guest contributors in a company write marketing content
- Top marketers check their marketing analytics more than three times per week
According to the report, companies that spend less than $5M annually on marketing prefer inbound marketing methods. In fact, most companies saw a higher ROI on inbound marketing campaigns than on outbound. The data revealed by State Inbound shows that 57% of respondents from organisations that saw greater ROI in 2015 than the previous year cited that paid advertising is an overrated marketing tactic. The leading marketers track the ROIs to prove success and reap better results in the future. The research also focused on the increase and decrease of inbound budget. In 2014, no single factor was significant in building a higher inbound budget than previous successful inbound marketing campaigns. However, here it is important to mention that past failure with inbound marketing also resulted in a higher budget. This means that inbound is a long and complicated game. If you start slow, you should not back off but try to double down.
Content marketing has been one of the most successful business strategies. Business organisations that saw an increase in ROI from 2014 to 2015 were most likely to augment their content creation efforts by employing both staff writers and guest contributors.
Research reveals that organisations that achieved greater ROI in 2015 than 2014 were approximately 20% more likely to check their marketing analytics three or more times each week.
Inbound marketing is a slow but long game. To get into the game, here are a few inbound marketing practices that you should implement today.
- Content marketing: Content is an essential component of inbound marketing. Marketers need to create content that they can leverage during follow-up to build credibility and employ prospects. The ROI on quality content is so high that marketers can’t ignore it.
- Social Media Marketing: Rely on social media marketing to disseminate the content. LinkedIn and Twitter are two important social networking sites for B2B marketers. Social networking is mainly used to target the right audience in the right places.
- Creating responsive websites: Nowadays people access sites through tablets and smartphones. So, marketers must ensure that the site and the content is responsive to allow easy access on all devices.
- SEO tactics: It is important to implement the best SEO tactics to ensure higher ranking of the website in the search engine result page.
Marketers have realised that implementing these inbound marketing strategies guarantees a surge in web traffic and enhances online visibility.
Napier Appoints Fiona as Marketing Specialist
Napier are excited to announce that we have appointed Fiona Challen as a marketing specialist, to support the marketing team in a range of areas including email marketing, marketing automation and competitive research.
Fiona has an educational background in art, film and photography and Napier are looking forward to putting these skills to great use. Fiona also has extensive sales & customer service experience gained from working in the financial services sector. Fiona’s move to develop a career in marketing has been sparked by her ambition to combine her creative and analytical skills and Napier provides the perfect platform for this.
On starting her new role Fiona says, “I’m very excited about starting at Napier and moving into a career in Marketing and PR. This is new territory for me but I am looking forward to putting my creative talents to good use for Napier’s Clients.”
Total Lighting joins the MMG Publishing Family
Launched in 2005, independent publisher MMG Publishing is responsible for circulating high quality editorial content and advertising opportunities to the electronics industry across the UK, Europe and North America with an online and offline presence across a number of dedicated regional publications under the banner of Electronics Sourcing.
In February, it was announced that MMG acquired Total Lighting Magazine and its associated website. Total Lighting is a well-known publication, established in 2004 that covers news across the entire lighting spectrum from decorative to architectural and contract projects as well as industry news and technical developments.
MMG’s chairman Mark Leary said of the acquisition, “I am delighted with acquiring Total Lighting which slots in perfectly alongside our Electrical Sourcing magazine and shares similarities in its reader and advertiser base. MMG will also provide TL with the resources it needs to ensure it reaches its full potential. It will also benefit from having a thorough circulation overhaul, carried out by our in-house circulation team who provide the “best in market” databases for advertisers to target”.
The joining of forces between MMG and Total Lighting is a positive progression for both parties, and with well-respected Editor, Gill Anderson remaining at the helm, new possibilities lie ahead for both MMG and Total Lighting.
We look forward to seeing the next issue! To subscribe to Total Lighting Click Here
How can brands differentiate themselves in the World of IoT?
The Internet of Things (IoT) or Internet of Everything, as is probably now more appropriate, was a phrase coined by Kevin Ashton back in 1999, when he was working in marketing for Procter & Gamble. Despite its inauspicious beginnings in the cosmetics industry, by the late 00's onwards, everything IoT was cool.
Connecting devices to the internet is now the norm, with many new connected products being released every day. According to Gartner, in just 4 years’ time we could well see 26 billion IoT devices in existence, that's 3.3 devices per person on the planet! Perhaps this is why the IoT honeymoon is over: today simply announcing another device with connectivity doesn’t guarantee success, as FitBit found out with their recent launch at CES, where new fitness tracker was greeted by a fall in their stock price.
With demands and expectation high, how can B2B brands be sure they can deliver and differentiate in the crowded market that is the IoT?
A Proliferation of Acronyms
As everyone began using the term IoT, companies found that simply slapping the term on a new product did nothing to differentiate it. So we’ve seen almost every sector adapting the IoT moniker for their industry with their own branding with names such as IoHT (Internet of Healthcare Things) and IoGT (Internet of Green Things). We’ve even heard security companies try to sell their products with the rather scary IoTTK (Internet of Things That Kill)!
Where are we now?
The EIoT - The Enterprise Internet of Things (this is the closest we could find to Internet of B2B things!) is set to account for 40% or 9.1 billion devices by 2019 as reported by Business Insider.
There are still people questioning the rush to connect everything. There was the great IP address shortage that never seemed to cause problems (NAT was always going to solve that one), the political battles to make one standard to rule all others (actually it looks like there will be a few different standards that each serve different applications) and the ever-present fear of the risk of software failure (being connected makes updates possible that can fix bugs before the user is even aware they are present).
So the IoT is here to stay, and perhaps this is the problem.
Why IoT is no longer a Compelling Brand
Despite all the branding efforts, using IoT or a version of the term, is fast becoming a way to make journalists start to yawn and look for excuses to finish the briefing. This is particularly true in the B2B world, where buyers and journalists are typically much more technically-savvy than consumers.
With the inevitable progress towards connecting almost everything (most likely including the often maligned internet fridge), why does IoT induce such apathy and disinterest?
The reality is that IoT has already hit maturity, and connectivity is no longer a differentiator or benefit for many products: it’s the entry ticket to be considered. Marketers have to understand that trendy terms can only be trendy for a period of time, and the rapid progression of technology means that it has taken only a few years from the first wave of IoT devices to connectivity becoming a commodity.
The reality is that the internet of things is now just the internet. It’s no longer cool for data to be transmitted automatically, it’s what is expected. Just as a website redesign is no longer a reason to issue a press release, marketers must understand that slapping the IoT brand on a product is not a marketing strategy. To be successful, they must communicate the benefits of their product that are unique and different. Back to good old marketing, I guess!
LinkedIn Groups Just Became Private and More Engaging
LinkedIn promises to provide a more engaging and rewarding experience to its B2B members. With a member base of 400 million across 200 countries and territories, the company has been mulling over the idea to make the platform more professionally engaging, to provide high quality content, and counter spamming. They have decided to making Groups private, paving the way to make the Town Hall like atmosphere in the Groups more professionally engaging for like-minded professionals & businesses.
The Changes in the Groups and the iOS App
From now on, there are two Groups: Standard Groups and Unlisted Groups. The Standard Groups, are easily findable in search and the members can request other members to join or be invited by existing members to join the Groups. The Unlisted Groups are not searchable and membership requires an invite from a manager. The conversations on both the Groups are only visible to the Groups’ members.
LinkedIn also released a standalone IOS app on 14th Oct, 2015 specifically for the Groups. The idea behind the app is to show its members quality content, highlighting the relevance and engagement quotient of the discussion.
What’s more interesting is, all the Groups and their content can’t be indexed by the search engines, and for each Groups the members must vouch first before they get entry to the Groups.
So, how does it change the scenario? Well, from now on there is no easy way out and no question of short term gains. The platform has taken a way, where more active and quality engagement would build more enduring relations. Time and quality do matter here, but the gain would be more enriching and rewarding.
Spammers have destroyed the value of Groups
LinkedIn provides a discussion platform to like-mined professionals, allowing them to engage and discuss relevant and intelligent topics and issues, and to churn out and share quality ideas and relationships for achieving business goals. However, in the recent past, the quality of engagement had drastically deteriorated as spammers began to take over. In a way, it had resulted in an anathema to the very idea of the LinkedIn.
Minal Mehta, LinkedIn’s Product Lead for Groups, described the situation in the most apt way. According to Minal, “We want you to be professional when you’re having conversations, Groups is such a valuable part of LinkedIn. When it works and when I engage, what I get is amazing.”
And it seems, this is what LinkedIn has set out to achieve and offer.
A setback or a more effective opportunity for B2B Marketing?
So, let’s ask the question: is making the Groups private a setback or opportunity for B2B marketers? Will this step seriously jeopardize the opportunities by removing content from Google search results? Would B2B marketers get disenchanted and look for sideways?
In fact, it’s not a setback for B2B marketers, rather an opportunity to build more value based professional network, making the communication and engagement in a partnership like standing. The improved quality of the platform will create a sense of trust and value, inviting more meaningful conversation. Whilst the audience might be smaller, the increased engagement will provide a much more valuable platform.
Quality is never an accident. It is always the result of intelligent effort. And this is what is behind LinkedIn’s decision to make Groups private.
AspenCore acquires ICC Media
Aspencore has quietly acquired ICC Media, creating a European publisher in the Arrow media empire.
The fact that Arrow is building a network of publications around the world is not a surprise - it seemed unlikely that their move into publishing would ignore the European market. However it is interesting that they have not made much noise about this acquisition. Although the reaction to their acquisition of the UTP publications, with most advertisers continuing to support the publications, the lack of fanfare surrounding this acquisition suggests that perhaps ownership by Arrow is not seen as a good thing by everyone.
There is still a long way to go until we know what the move by Arrow into publishing really means for the electronics media in Europe (and across the world), although this move clearly indicates that Arrow has plans to continue to grow their presence.
Call for Papers - E&E Kompendium
Authors have been invited to submit proposals for the E&E Kompendium 2017, the annual reference book for German electronics engineers. Submissions are invited on a wide range of topics, including
- The main "trend topic" - Automotive
- Active components and microcontrollers
- Passive components
- Embedded Systems
- Design tools and software
- Optoelectronics and displays
- Electromechanics and connectors
- Power supply and power electronics
- Measurement technology and EMC
- Manufacturing
- Distribution and services
The Kompendium has a total circulation of 16.900: 7.900 print and 9.000 electronic copies. The deadline for abstracts is 14th March 2016, and submissions can be made by email to: eue.redaktion@publish-industry.net or the online form.
New UK electronics hardware exhibition
Energi Technical has announced a new UK show, H/WExpo, that will run alongside The UK Device Developers' Conference, in Cambourne near Cambridge on the 27th and 28th April 2016.
The new event focusses on board development, hardware validation and production testing, and will include vendors of technologies such as:]
- Circuit design tools
- PCB design tools
- Test and instrumentation
- Production test technology
- Hardware repair technology
- CPU and FPGA development platforms
- LED and display technology
- Off-the-shelf hardware
- Communications modules
- Enclosures
Taking a similar approach to the other successful shows organised by Energi Technical, the event will feature an exhibition, free technical presentations and paid workshops. This formula has worked well in the UK market, where engineers are typically reluctant to leave their desks to attend trade shows, and we'd expect the new event to be as successful as the others in the organiser's portfolio.
For more information visit the H/WExpo website.
Data Protection 'Safe Harbor' Agreement Rejected, January 2016 Datageddon Looms
The European Court of Justice has struck down the Safe Harbor agreement that allows organisations to transfer data from the EU to the USA, a ruling that follows the US authorities’ mass surveillance activities of European citizens, leaked by Edward Snowden back in 2013.
Established in November 2000, Safe Harbor is a policy agreement between the United States Department of Commerce and the European Union, which regulates the way US companies transfer and handle the personal data of European individuals. Simply put, it allows American companies to transfer personal data from Europe to the USA easily, without breeching European law.
What does this mean for US companies?
While the collapse of this transatlantic pact is a victory to European privacy advocates, the decision to make the safe harbour agreement invalid has huge implications on US companies, particularly in the technology, telecoms and cloud space.
With as many as 4,500 companies relying on this transatlantic transfer of personal data, the ruling means that these companies potentially have to restructure how they manage, store and use their data in Europe, a task that will require a lot of time and money. With marketing generating much of this data, it’s a worrying time for marketers who work with American companies.
Fortunately there is no need to panic: at least not yet! The Article 29 Working Party, Europe’s independent advisory body on data protection, has given the US government and European Commission until January to negotiate new safe harbour agreements. If these negotiations aren't successful, Silicon Valley could see some serious legal battles.
Since negotiators have failed to reach a new deal despite two years of discussions, these new time constraints place them under increased pressure. The threat is very real as European privacy regulators could begin issuing fines and banning overseas data transfers in the New Year, if a new agreement has not been reached.
How To Address the Disconnect Between Tech Marketers and IT Buyers
A client recently asked me which content IT buyers value the most when making purchase decisions, and one piece of research used quite frequently, to address this exact question, is Spiceworks’ How to Win Friends and Influence IT Pros report.
According to the 2014 report, there is a significant disconnect between the types of content IT buyers use to guide their purchase decision, and the types of content tech marketers are investing in and using to target this audience.
92% of IT buyers use IT forums, indicating that they value detailed tech content, and while 95% of marketers are in fact using social media, they are predominantly focused on standard platforms, i.e. Facebook, Twitter and LinkedIn, rather than IT specific forums.
Additionally, amongst marketers there is an evident focus on case studies and white paper generation, and while this is certainly valued, IT buyers actually place more value on article placements, suggesting decision makers want more bite size content, and value the editorial endorsement that is implied by getting an article published.
79% of IT buyers use webinars for information consumption at different stages of their purchase journey, however only 70% of marketers are using this as part of their content marketing strategy, suggesting a significant opportunity to reach buyers.
So what’s the best type of content to produce? The reality is there is no “silver bullet”; you should produce a range of content in different lengths and formats, in order to accommodate information preferences and time constraints of IT buyers. That said, there are certainly activities you should be investing in, such as PR to secure article placements, as well being active on IT forums. For more information on the resources B2B buyers consult to guide their purchasing decisions, read our blog post 5 Things B2B Buyers Want From Your Content.
Napier's Recent Apprentice Gets Through First Stage of the National Apprenticeship Awards
Great news, our recent apprentice Freya Ward has been selected as one of the few applicants to go through to the next stage of the National Apprenticeship Awards 2015.
If Freya is successful in this stage, she will become a regional finalist for the South East.
Following the successful completion of her apprenticeship earlier this month, Freya has joined the Napier team on a permanent basis as a marketing specialist, and continues to support the team in a range of areas including ad production management, media buying, email marketing and video editing. She will begin a CIM L4 Certificate in Professional Marketing in September.
Congratulations and good luck with the next stage Freya!
6 Lessons in Managing the Media: Email Training Series
While the ability to deliver clear and compelling messaging is key for an effective PR strategy, great PR campaigns require great media relationships and a thorough understanding of the media landscape.
Napier’s 7 day email training series has been designed to provide guidance on effectively managing the media, and meeting editor expectations in a B2B environment. Each of our lessons draw on over 30 years’ experience working with the business and technology media across Europe, and outline best practices and steps you should take to secure coverage in the business and trade media, handle media interviews and strategically hijack the news agenda.
Subscribe to our 7 day email training series by completing the form below:
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Adobe Questions Value of Mobile Visitors as Webmasters Continue to Freak Out Over Google’s Mobilegeddon
Earlier in the year we were warned that if websites remained non-responsive after April 21st, Google would penalise your site and you would see your ranking position decrease significantly.
Google’s algorithm, also known as Mobilegeddon, was introduced to give mobile-friendly sites higher priority in organic searches, and since implementing this update, sites that have failed to be optimised for mobile have in fact seen a 10% decrease in traffic.
Despite this significant impact, however, Adobe’s Q2 2015 Digital Advertising Report also found that mobile visitors are not as valuable in terms of revenue-per-visitor (RPV), displaying less engagement on a site compared with desktop visitors, who would typically browse more.
The report additionally highlighted that global SEM spend has increased by 17% YoY, with global display ad cost-per-click (CPC) and click-through-rate (CTR) both experiencing growth.
Interestingly, Abobe’s Q2 2015 Social Intelligence Report highlighted that recent algorithm updates across social media platforms have led to declining interaction rates in all industries as marketers adjust. While social media usage across industries continues to differ significantly, as many as 93% of individuals are using social media at least once a week, emphasising the importance for brands to react to updates quickly.
If you’d like any help planning and implementing a digital advertising strategy, give us a call on +44 (0)1243 531123, or send us over an email to mike@napierb2b.com.
Why Doesn't Anyone Read My Content? A Three-Step Process to Building Audience Insight
Generating content that cuts through the noise and grabs attention is integral to the success of any PR and marketing campaign, but many content marketing campaigns fail for the simple reason that the target audience doesn't read or view the content. Creating great content requires a three-step process to build insight about the audience. You must: 1) determine the prospects' position in the ales cycle, 2) understand their needs and 3) profile their interests.
Our full article, as featured in B2B Marketing's Content Marketing Benchmarking Report as well as their Content Marketing Buyer's Guide, provides an in-depth explanation for each of the three steps outlined.
If you need any help implementing an effective B2B campaign, give us a call on +44 (0)1243 531123, or send me over an email to mike@napierb2b.com.