Marketing communications process No change in 100 years Research Audience - Message Measure Results Define Message Data collection and A consistent platform interpretation plus segmented messages Deliver Message Choosing the right channels
What has changed? Outbound Inbound Marketing Marketing Announce to Get found by customers customers Content, content, content….
Channels are more complicated….driving web traffic is the key goal of PR Direct visitors Other sources Web site Search B2B media: engines Database online & print Direct marketing Individual Forums blogs
Where to electronics engineers go first for information? “How-to” New New product design technologies information information Industry news Industry/trade magazines - digital 21 16 8 31 Industry/trade magazines - print 17 15 8 24 Search engines – general 12 11 16 9 Conferences – in person 9 11 5 4 Face-to-face meetings with suppliers 8 11 6 2 Industry/trade websites 7 5 6 9 Vendor websites 6 11 15 2 Distributor websites 5 9 5 4 Search engines – industry-specific 5 4 5 4 Your peers 3 2 13 3 Conferences – virtual 3 2 3 3 Webcasts 2 1 5 1 Social media 2 1 1 2 Videos 1 0 4 1 * Source: Hearst Design Engineer and Supplier Interface Study 2012
Blogs and Twitter• Around 50 independent blogs for B2B electronics• Most linked to print/online media• Twitter followers typically just a few percent of publication circulation or web site visitors• Regional/cultural differences: – EETimes has 6022 followers – Electronics Weekly has 9937 followers – Elektroniknet.de has 1045 followers
Some top web sites for electronics engineers * Source: Google.com/AdPlanner (August 29, 2012) Site Reach Unique visitors/month EETimes.com Global 510,000 EDN.com Global 220,000 ElectronicDesign.com Global 100,000 ElectronicsWeekly.com UK 91,000 Elektroniknet.de Germany 52,000 Digi-Key.com Global 1.6 million Farnell.com (Element14: 620,000) Global 2.1 million Rswww.com (DesignSpark: 110,000) Global 1.1 million
Challenges for marketing communicators• Rising importance of SEO – The battle for Page rank• Decline of traditional print media – Falling circulations – Declining database quality• Fragmentation of media channels The quantity of – More channels communications – Smaller audiences per channel• Understanding social media is growing. – Where is it useful? – How to measure ROI• Lack of regional control The quality is declining. – Online means global• Developing strategies for best ROI
PR and digital marketing: message delivery strategy• Structured, planned, multimedia, multi-lingual campaigns• Research to determine keywords, messaging and channels• Create compelling, multimedia content• Optimise website for SEO• Focus on key media• Optimise PR for SEO• Optimise all graphics and video file names for SEO• Extract maximum value from every piece of communications material• Allocate appropriate resources to social media• Measure, test, adapt
ROI analysis based on conversion rates Message exposure Traditional and social media Page impressions Web registrations Time spent on site Sales leads Orders Volume & value
Why we’re different Technical Global Connected
A different business model Clients In-house investment in key skills High level added value Account Directors 65% engineers & scientists Non-core skills outsourced to a global team of over 80 freelancers Writers, translators, photographers, designers
Tekbase: key proprietary planning tool A detailed, personalised media An instantly accessible editorial contacts database features database
Publitek News – the electronics media industry’s blog and e-newsletter
Research into information sources used by engineers• Based on Hearst US model• Database provided by Electronic Specifier• Execution and analysis by Publitek• Most comprehensive, independent study in several years• Survey in 4 languages• Clear insights into how engineers use media channels
Europe’s largest European electronics editors event: near Munich• Held in mid-September• 41 editors from across Europe attended in 2012 (up from 34 in 2010; 28 in 2008)• Formal presentations• One-on-one meetings• Informal networking• Maximises media coverage in advance of Electronica and during the show
Why Publitek? flexibility effectiveness value for money experience
Contact details Publitek Limited 18 Brock Street Bath BA1 2LW, UK Telephone +44 (0)1225 470000 Contact Bob Jones, Director firstname.lastname@example.org
Blogs drive search engine rank Outbound Inbound Marketing Marketing Announce to Get found by customers customers Content, content, content….
What can blogging deliver?• A platform for dynamic delivery of keyword-rich content• A significant contributor to SEO• An opportunity to create dialogue• An opportunity to demonstrate expertise• An opportunity for greater channel engagement• A source of content for other social media channels (automated)• Content for e-newsletter
Why blogs sometimes fail• Lack of purpose• Lack of process• Lack of content• Lack of value
Process• Keyword analysis• Develop messaging crib sheet• Set up Wordpress (or Blogger) blog linked to main web site with automatic feeds to social media channels• Recruit bloggers• Create moderated content with links back into site• Promote through e-marketing, PR and e-mail signatures• Evaluate and adapt
Operation Sources Bloggers Web alerts In-house Blog Publitek team Forums Blog Press Journalists releases Events Distributors news
Evaluation• SEO rank against key terms• Google Analytics (customised)• Engagement
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