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, Directorbob.jones@publitek.com

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