Publitek
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Transcript of Publitek
Marketing Communications Landscape
November, 2012
Marketing communications process
No change in 100 years
What has changed?
Content, content, content….
Outbound Marketing
Announce to customers
Inbound Marketing
Get found by customers
Channels are more complicated….driving web traffic is the key goal of PR
Direct visitors
Search engines
Direct marketin
g
Individual blogs
B2B media:online &
printDatabase
Web site
Other sources
Forums
* Source: Hearst Design Engineer and Supplier Interface Study 2012
New technologies
New product information
“How-to” design
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
Where to electronics engineers go first for information?
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
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
* Source: Google.com/AdPlanner (August 29, 2012)
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– More channels– Smaller audiences per channel
• Understanding social media– Where is it useful?– How to measure ROI
• Lack of regional control– Online means global
• Developing strategies for best ROI
The quantity of communications
is growing.
The quality is declining.
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
OrdersVolume & value
OrdersVolume & value
Publitek Overview
November, 2012
What we do
Why we’re different
Technical
Global
Connected
A different business model
Writers, translators, photographers, designers
Non-core skills outsourced to a
global team of over 80 freelancers
Clients
High level added valueIn-house investment in key skillsAccount Directors
65% engineers & scientists
Tekbase: key proprietary planning tool
A detailed, personalised media contacts database
An instantly accessible editorial features database
A few of our clients
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
experience
value formoney
Contact details
Publitek Limited18 Brock StreetBath BA1 2LW, UKTelephone+44 (0)1225 470000ContactBob Jones, [email protected]
Why blog?
Blogs drive search engine rank
Content, content, content….
Outbound Marketing
Announce to customers
Inbound Marketing
Get found by customers
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
Web alerts
Blog
Forums
Blog
Sources Bloggers
Press releases
Events news
In-house
Publitek team
Journalists
Distributors
Evaluation
• SEO rank against key terms• Google Analytics (customised)• Engagement