Google to encrypt keyword data for paid clicks
A couple of years ago, Google started "hiding" the keywords used when someone visited your website as the result of a search and a click on an organic link. The company has now confirmed that it will be doing the same thing for paid search results.
This will prove a real challenge to marketers as the data is essential to identify the effectiveness of broad-match keywords used in campaigns.…
Forget royalty-free, Getty Images opts for simply free
In a very interesting move, Getty Images has decided that threatening small organisations that use its copyright images without payment isn't working and so they've decided to allow the embedding of millions of their images on blogs and social media without payment.
You need to use the embed code, which "frames" the image and links back to the Getty Images website, but this seems a small…
Successful Start to 2014 for Napier with 3 New Client Wins
Napier continues to grow as a successful B2B PR & marketing agency, with 3 recent client wins – Testo Limited, Zybert Computing and DocCentrics. Testo Limited has chosen Napier, following a completive pitch. The first campaign will drive awareness of the company’s food processing division. Napier will also provide the test equipment company with a full range of integrated marketing services,…
Facebook competes for B2B marketing spending
In a move that will see them compete more directly with LinkedIn, Facebook has upped its game by allowing advertisers to target users through more advanced segmentation, including employer and job title. By providing businesses with new options to target their one billion users worldwide, the social network giant is hoping to attract more B2B marketers and recruiting professionals. While…
Gmail Adds Unsubscribe Button: Implications for Marketers
Google has rocked the marketing world once again by adding a more prominent “unsubscribe” feature to Gmail. The button will appear at the top of the email, directly beside the sender’s email address, in order to help email recipients remove themselves from unwanted promotional lists. This modification will make it easier for users to find the unsubscribe link, and more conveniently opt-out of…
IAB gives advice for post-cookie world
The IAB has released a white paper titled ‘Privacy and Tracking in a Post-Cookie World’. The white paper highlights the over-reliance on cookies, particularly by publishers, and an explores alternative technologies that could perform similar functions.
Online privacy is certainly a major issue for publishers and brands alike, and with legislation likely to place tighter limits on how people…
The top 5 IT industry trends for 2014
Whilst we are well into the New Year, it's still earlier enough to consider the trends that will drive our marketing campaigns for the next year. We’ve looked at some of the key IT publications to see which trends they are all forecasting, as well as those that are only highlighted by a couple of publications. Which ones do you think will really happen?
Emphasis on Security
In 2013 various…
It’s still all about getting printed magazines in the post!
OK, we're a long way from the days when your marketing campaigns relied on printed magazines being posted out to readers. But there are still many people in Europe who like - or even prefer - to receive their news in print, so publishers will be facing the challenge of physical distribution of magazines for some time.
Svet mehatronike has just celebrated it's first birthday and I loved the…
Top 3 Marketing Trends of 2014
52% of executives view business related videos on YouTube every week With 2014 drawing to a close, you can most definitely expect to see the usual predictions, expectations and even the occasional questionable opinion, into next year’s key marketing trends. In this past year alone we have seen digital get even bigger, content get crowned king…again, and the accelerated success of the six-second…
Two promotions and an addition to the team
Some exciting news about the Napier team: we've promoted Debbie Norton from senior account manager from her recent role as account manager.
Debbie joined the agency as account manager in 2006, and has since used her extensive knowledge of the industry to demonstrate tangible success for a portfolio of clients, including LEM, Crowcon, and Marachel.
As a Senior Account Manager, Debbie will…
Improve Your ROI by Getting Creative with Geo-Targeting
Standard geo-targeting using city, state or Zip code declined from 64% to just 13% in 2012, but campaigns that leveraged precise geo-targeting increased to 55%*
Geo-targeting in PPC advertising is, and will continue to be, an effective way for a company to pinpoint the best leads. I don’t want to teach people to suck eggs, but for those of you who aren’t using geo-targeting; Google AdWords…
New Napier tip sheet explains tactics to increase open rates
We've just published a new tip sheet that describes how to increase your email open rates by getting your subject line noticed. Marketers are often guilty of spending lots of time developing email designs that aren't seen by many of the recipients because the subject line wasn't compelling. Our tip sheet explains proven techniques that will help you create urgency and engagement with a compelling…
Silverpop releases email benchmarking study
The average open rate for emails about Industrial Manufacturing & Services is less than 18%
We often get asked by clients to rate their email marketing campaigns. Whilst each campaign is different (and we'd never aim to be "just average"), benchmarking is a very useful exercise. One of the best resources to benchmark email campaign is the annual Silverpop Email Metrics Benchmarking Study, and…
New Napier videos on marketing technology
Having problems getting up to speed with the latest marketing technology? Perhaps our videos can help. If you're thinking of using QR codes in your next campaign, this video will explain the basics of QR codes, and also give you some ideas of where to use them.
A topic that generates lots of questions from our clients are the reports that they receive from publishers about their online…
New video – how to brief your agency
Want to get the best out of your agency? Improving your campaign briefs is one great way of getting other results. If your agency isn't helping you improve your briefs, then why not have a look at this short video we've produced to help our clients clearly explain the results they expect from campaigns we run.
View more of our videos on the Napier YouTube Channel.
Great model of the engineer’s product selection process from SupplyFrame
I really like this model of how engineers select and buy products from SupplyFrame. In their full article about the engineer's design-in journey, they also pull out some great stats from research conducted by other companies. For example, as much as 67% of the buying process can be conducted online! Well worth a read.
It's also worth checking out the three-part series of articles that…
Getting into the business press: new Napier video
Although the trade media is key to most B2B technology campaigns, it's often important to reach influencers through the business press. But how do you get business journalists interested in B2B tech? This video explains how we help our customers secure this valuable coverage.
View more videos on the Napier YouTube Channel.
Marketing Research
Marketing Research
Good campaigns are built on insight. Our research helps you understand the customers, markets and technologies you are addressing, providing the deep insight that drives great campaigns. We help you determine the most effective channels to reach the target audience and find “hot buttons” that excite and engage journalists and influencers, allow you to take…
Website Development
Website and Microsite Development
We offer a creative website development and microsite design service, backed up by programmers who build technical solutions that allow sites to integrate with your marketing activities. Using off-the-shelf content management systems (CMSs) such as WordPress and Drupal, we build stunning websites quickly and cost-effectively.
Websites that…
Issues & Crisis Management
Issues and Crisis Management
Whether it's product failure, an accident or a pandemic, businesses must deal with many different crises. We now live in an age when prompt, empathetic and informed responses are essential to a successful outcome. Poor handling of a crisis not only results in bad press, but also long-term reputational damage that can harm your business years from now.…
Fare Elettronica switches to 100% digital distribution
The March issue of Fare Elettronica will be the last as a print magazine, and starting from the April issue, Fare Elettronica will be only available in PDF format as a digital magazine. Readers of the publication have been encouraged to switch to a digital subscription since the first digital version. The publishers have also decided to focus on education, with about 6,400 more digital copies…
Press Room
Thanks for visiting our media centre. We love you hard-working journalists and want to try to make your job easier! If you have any questions or suggestions, please do let us know.
Not getting the right releases? To be added to or removed from a distribution list for a particular client please email Clare@napierb2b.com
Want an article, or need copy in your own language? Send an email to…
Marketing Automation
Marketing Automation
Manually controlling marketing activities is a waste of time and money. B2B marketers must work smarter and harder than ever before. With studies showing B2B technology customers don’t contact suppliers until most of the purchasing and decision-making process is complete, marketers need to use technology to identify, reach and nurture potential customers from…
Content Marketing
Content Marketing
Great content marketing does much more than deliver sales messages to your prospects. We breathe life into your content, collaborating with you to generate attention-grabbing content that your target audience wants to engage with again and again. This tactic moves people through the buyer’s journey by providing valuable and relevant information to a targeted…
SEM
Search Engine Marketing (SEM)
Get to the top of Google (or Bing, or DuckDuckGo, or...) Paid search engine marketing is one of the most effective ways to identify and capitalise on users' intent signals, so any effective online marketing strategy should include search engine marketing (SEM). SEM consists of ads that are displayed when users search for a keyword, with the largest…