New Tech Energizes Trade Show & Conference Marketing

AccuList USA has long experience in helping trade show and conference marketers with targeted lists and data services. But we also support an expanded event marketing approach that goes beyond promotion to engage audiences at every touchpoint in a multi-channel world, as a recent post for the Trade Show News Network (TSNN) blog promotes. Luckily, that is easier than ever thanks to emerging event technology trends.

Social Amplification & Content Digitization

Any event pro not using social media to the fullest is missing a key tool in building audience per TSNN’s “Top 10 Tech Trends” by Matt Coyne, Technology Engagement Architect at GES EMEA and a 10-year veteran of the events and exhibitions industry. By making it easy for registrants to share their attendance with their own social media networks, marketers can amplify an event and reach new potential attendees that can’t be reached directly.  Social media can also work in tandem with traditional channels, as with our Digital2Direct tool matching postal records to Facebook users for targeted social ads. Just as important as the boost in registrations is the increase in registration-to-attendee conversion driven by social media engagement, Coyne adds. Digitized content is then the engagement tool that creates an interactive event experience, building repeat attendance and luring prospects via social sharing. For example, Coyne cites the growth of devices like “Smart Badges,” which act as a digital briefcase for attendees to collect digitized content. And tools like Facebook Live increase the dissemination and sharing of digital content.

Gamification, AI, and Selected Apps

Digitized content also can be leveraged with gamification to increase event participation, say by awarding points for Smart Badge usage with exhibitor contacts, speaker downloads, session attendance, etc. and then posting competitive results. Event planners can then help boost participation at less popular sites and activities by boosting their points. AI is another way to help expand attendee experiences; an example is the use of chatbot software to answer attendee questions and offer learned guidance. Finally, there are event-specific apps. Although Coyne provocatively declares apps “dead,” he really means that cost-effective use of apps today must be selective. Not every event needs to spend for an app, but a large conference can benefit from an app that enables visitors to track their schedules or from a dedicated lead-capture app.

Facial Recognition: Security & Feedback

Facial recognition software has recently been in the news, and Coyne sees it as a future boon for some trade shows and conferences. Consider how facial recognition at high-security events could decrease the hassle of on-site screening requiring multiple forms of ID, creation of photo IDs, and so on. Plus, facial recognition software that can recognize emotion could also be used inside halls and conference rooms to get real-time feedback from attendees, and thus a chance for planners to react and improve audience experience, Coyne suggests.

For more of Coyne’s tech trends, see the full blog post.

 

These Tech Trends Likely to Drive 2018 Direct Mail Success

Because direct mail data and support services are at the heart of AccuList USA’s expertise, we are always delighted to pass along tips on how to use direct mail more successfully in multi-channel marketing strategy. A blog post by Postalytics, a self-serve direct mail automation tool, recently mined multiple expert sources for the most influential direct mail trends of 2018, ranging from creative to technology to mailing strategy. If you have any lingering doubt over adding interactive technology to traditional snail mail, just take a look at the article’s top mail technology trends for this year.

Automation and Integration: Speedy, Targeted Production

Unsurprisingly, automation purveyor Postalytics puts mail automation software at the top of the list, but they get plenty of industry support. Automation allows marketers to quickly generate high-quality, personalized and trackable letters and postcards by leveraging templates, digital cues and automated workflows, cutting direct mail production cycles from 4-6 weeks down to 1 week. That automation also allows marketers to maximize response by integrating triggered direct mail into any step in the buyer’s journey, online or offline, so that mail delivery taps into the appropriate timing, content and call-to-action.

Linking Offline to Online: AR, QR and PURL

Interactive, mobile-scanned Augmented Reality apps and QR codes, as well as personal urls (PURLs) linked to targeted content-specific landing pages, allow direct mailers to connect offline marketing’s printed paper with online marketing’s digital pages, images, animations and videos. Studies show that combining snail mail with interactive digital is key to greater overall campaign response and ROI.

Enhanced Data Targeting and Personalization

The magic wand of quality, enhanced data can be waved over direct mail to match the right message to the right people at the right time. Good mailing list data allows for targeting based on shopping habits and needs, retargeting and cross-selling, recapturing and reactivating of lost prospects and customers, leveraging of trigger events and personal preferences, and more–provided there is a commitment to quality database hygiene and processing. Customer and prospect data lists need to be up-to-date, de-duped and accurate, and mailings must use cost-effective advanced postal address hygiene and pre-sorting. In addition to cost-effective, high-response targeting, good mailing data allows for sophisticated content personalization far beyond simply inserting a name, the kind of personalization that has become a basic expectation of customers. Marketers can even create personalized coupon codes that deliver a much higher ROI than generic coupon codes; these unique codes make customers feel valued on an individual level.

For 2018 direct mail trends in creative design and mailing strategies, see https://www.postalytics.com/blog/direct-mail-marketing-trends-for-2018/ 

 

 

 

Print Catalogs Still a Key Multichannel Merchant Tool

Despite the growth of e-commerce, printed catalogs retain their important marketing role for AccuList USA’s B2B and B2C catalog clients, and recent data from Multichannel Merchant‘s 2018 State of the Catalog survey highlights that trend.

Print Catalogs Boost Brands, Push Digital Traffic

A big majority of the merchants surveyed (84.2% ) by Multichannel Merchant (MCM) said they continue to use print catalogs as a channel to reach customers. Their commitment to the traditional print catalog comes from its value as a multipurpose marketing tool. For example, branding led the ranking of main print catalog goals, with an 8.86 out of 10 rating. Branding was followed by web and mobile traffic driver and customer retention (both ranked at 8.14), reactivation (7.57), and prospecting and store traffic spur (6.43).  Meanwhile, though measuring catalog effectiveness remains a matter of debate among merchants, a majority (57.1%) do have a formal measurement program, whether via matchbacks, tracking codes, response analysis or segmentation testing.

Frequency, Page Counts & Circulation Hold Steady

Although merchants continue to seek maximum ROI by testing page counts and formats, the majority surveyed by MCM (83.3%) maintained the same page counts in 2017, and 50% also reported the same circulation numbers. Looking ahead to 2018, 50% planned to increase page counts, but respondents split into thirds over increasing, decreasing or maintaining circulation size. As far as frequency, 83.3% said they would hold it steady for 2018.

Digital Catalogs Join Array of Print Formats

Most merchants surveyed (57.1%) rely on both a digital catalog and a standard 8.5X11 print catalog. But many also use a “slim jim” print format (14.3%) or, especially for B2B, annual “big books” (also 14.3%). Some retailers report they send out other types of direct mail pieces, such as small gatefolds or postcards with special offers. Digital page-flipper catalogs are also in use to reach customers between mailings and in areas not mailed (such as Europe). For more on the report, go to http://multichannelmerchant.com/marketing/state-catalog-alive-well/

B2B Sales Trends Boost Mobile-Friendly Online Acquisition

With Forrester Research forecasting steady growth in B2B e-commerce, reaching $1.2 trillion in sales, or 13.1% of all B2B sales, by 2021, smart e-commerce marketing is more essential than ever for AccuList USA’s B2B catalog and e-commerce clients. A recent bigcommerce.com blog post highlighted many important trends for B2B e-commerce, but we’ll focus on three marketing-related takeaways.

Acquisition Is the New Online Focus

The days are gone when B2B online strategy could succeed by putting up a website as a customer service portal, a place for existing account re-orders or a passive catalog display. Online selling is becoming a core part of B2B business and sales strategy, argues bigcommerce.com post author Jillian Hufford, marketing analyst at nChannel, a multi-channel integration provider. B2B marketers should start by profiling customers to better target online and offline promotions to find high-ROI traffic. Note that a robust SEO/SEM strategy, coupled with website search tools, is essential given that 74% of B2B buyers report researching at least part of their work purchases online. Easy, seamless cross-channel ordering is another basic of online customer acquisition now. Plus, an investment in online content marketing, coupled with SEO strategy, can leverage educational and expert content on the website to attract searchers and win Google rank.

Online and Print Catalogs Work in Tandem

Five years ago, more than two-thirds of B2B sellers thought they would stop mailing paper catalogs. That hasn’t happened, but many B2B merchants are using an integrated multi-channel effort to balance smaller or less frequent print catalogs with more interactive online catalogs. For success with print-plus-online, the online catalog cannot merely mimic the print version. E-commerce means investing in interactive online tools that allow customizing, sharing, distributing, ordering and tracking, all supported by integrated back-end technology.

Mobile-Friendly Means Revenue-Friendly

Ever-expanding B2B mobile use is driving big marketing changes. Google and BCG research data from 2017 shows why: 80% of B2B buyers are using mobile at work; 60% of B2B buyers report that mobile played a significant role in a recent purchase; and 60% of B2B buyers expect to continue to increase their mobile usage. B2B retailers who are dragging their feet on mobile-friendly adaptation risk dragging down their own revenues; BCG research found that brands that are “mobile leaders” earn more traffic, more leads and more revenue than “mobile laggards.”

For more B2B e-commerce trends, and examples of real-life company online successes, see Hufford’s attached blog post.

2018 Offers New Growth Opportunities for Publishing Marketers

There’s no doubt that AccuList USA’s business and consumer publishing clients face some pivotal audience- and revenue-building challenges in both print and digital marketing, but there are also growth opportunities in 2018. We note three potential positives recently highlighted by Publishing Executive magazine.

Quality Content Over Free Content

Audiences are increasing their demand for quality content, and advertisers are seeking publishers who can deliver that quality. There is a lot of untapped revenue potential for publishers who commit to quality, especially since the free-information era is ending as readers become wary of free but low-value content and increasingly willing to pay for reliable quality. For digital publishers, the downside of a shift to paid quality content can be a shrinkage of circulation, forcing them to balance potential gains in subscription revenue against lower page-views for ads. The Publishing Executive article offers various mitigating tactics: leaky paywalls; metered paywalls; charging only for premium content; allowing only paid subscribers to comment or participate in an online community; early access to certain articles for paid subscribers; access to paywalled content for subscription to a free newsletter, etc.

It’s All About Niches

With consumer access to vast amounts of information spewing into print, online, media and social every day, mass-market-oriented print and digital publications have been struggling, and niche publishers proliferating. Readers want to focus on what’s relevant to their specific interests, and many advertisers want to reach the right pool of people more than just the largest pool of people. The trick for publications is to embrace niche demand without sacrificing too much circulation. The Publishing Executive article offers some suggestions. Digital publications can create a product-within-a-product on the website, for example, with content targeted to a subset of the normal audience and attractive to new sponsors who want to reach that specific audience. For print publications, there are niche-targeted inserts, bonus sections, customized covers, polybagged special reports, or ad packages that combine a full-page ad in the magazine with a more in-depth cover wrap or insert for a special event or audience.

Demand for Brand Safety Grows

Brand advertisers have become concerned about aligning with publishers who tolerate fake news, violence, extremism, or other offensive content. The Association of Magazine Media recognized the danger and the opportunity in 2017 and released an ad campaign (“Better. Believe it.”) to highlight magazines’ quality content and brand safety. This means that respected publishers can court advertising revenue (and circulation) in 2018 by stressing brand quality and safety in their promotions. On that point, Publishing Executive quotes from an Advertising Age piece in which Shelagh Daly Miller of AARP declared: “Only when brands partner with reputable publishers can they have full confidence in where their ads are being placed. That’s a message that should be all over our industry’s media kits. And tattooed onto the foreheads of our ad reps.”

For more on publishing growth opportunities in 2018, read http://www.pubexec.com/post/6-growth-opportunities-publishers-2018/

Social Media Pros Predict Wide Range of Changes in 2018

Both B2B and B2C marketers are planning on investing more in social media marketing in 2018, per surveys. So AccuList USA’s clients may want to take a look at the trends that social media experts are predicting for Facebook, Instagram, Twitter, LinkedIn, and Pinterest marketing in the year ahead, as recently gathered up by Social Media Examiner.

Video Boom: Moves by LinkedIn and Facebook

Among the more than 33 predictions featured, multiple social media pros stressed the growth and impact of video, as “even simple selfie videos filmed on cell phones are propelling businesses higher than video-less businesses,” to quote one forecaster. B2B marketers will be pleased to know that LinkedIn advertising is expected to roll out video ads for business pages and geofilters for videos, now in test. Facebook, which remains the social media ad leader, is positioning to become a major player in online video. In 2017, Facebook debuted Facebook Watch for select creators (a TV-like option). In 2018, it is forecast that the program will expand to all people and pages on Facebook, and also that Facebook will likely roll out new features for video creators, perhaps including preferential Facebook news feed exposure for original native video, revenue-sharing deals, or even a dedicated video app. With the video boom, metrics will need to get more sophisticated across platforms. Since each platform counts their video views differently (Snapchat at 1 second, Twitter at 2 seconds, Facebook/Instagram at 3 seconds, and YouTube at 30 seconds), watch for marketers to go beyond number of views to data measuring the time spent and the attention held across all screens on all platforms.

Instagram Gains Ground With Marketers

Instagram is forecast to keep surging after fast growth in 2017, with 15 million businesses using Instagram by July 2017 (nearly double the 8 million businesses that used Instagram in March 2017), with 80% of Instagram accounts now following at least one business, and with global advertising set to reach $4 billion for 2017 year-end. One reason is that Instagram has been improving its tools for marketers, including InstaStories promoted within the  “news feed,” the Story Highlights feature that allows pages to host static collections of previously disappearing story posts on profiles, “swipe up” calls-to-action, posts that click through to online stores, and soon the ability to follow hashtags.

Rising Ad Costs Force Smarter Targeting, Metrics

The bad news for marketers is that the popularity of social media will translate into rising ad costs in 2018, with pricing of Facebook and Instagram advertising predicted to rise over the next 12 months. However, that cost trend should actually spur businesses hesitating to invest; marketers who commit to social media ads now will generate awareness, build audience (particularly via e-mail subscribers) and gain a competitive advantage in the increasingly crowded market. Given the rising cost to gain the attention of prospects and acquire customers, more businesses also are urged to hone ad effectiveness beyond generating leads followed with automated e-mail—for example using retargeting, AI and other techniques to ensure prospects see the most relevant messaging for their point in the customer journey. And, as cheap organic reach declines in effectiveness and paid ad costs climb, the importance of ad metrics increases. Whether on Facebook, Instagram, LinkedIn or Twitter, marketers will need to track the metrics of each ad or promoted post, combining a paid acquisition model with historical data and personalized content if they hope to translate social media marketing into real revenue results in 2018, warn the social media mavens.

For more predictions, see https://www.socialmediaexaminer.com/social-media-predictions-2018/?utm_source=Newsletter&utm_medium=NewsletterIssue&utm_campaign=New

2018 Digital Marketing Spend to Rise; High Hopes for Social

AccuList USA’s digital marketing clients are already looking ahead to 2018 results, with many planning to increase digital spending. They’re following the trend reported in a recent survey by Ascend2, which found that 93% of firms expect to boost digital marketing budgets in 2018.

Boosted Digital Spend Planned in 2018

The survey, conducted in December 2017, tapped 217 marketing influencers, with 43% working for B2B firms, 35% for B2C firms, and 22% for hybrid firms. The combined 52% planning marginal increases and 41% planning significant boosts in 2018 digital marketing budgets dwarfed the 7% who intend to decrease digital spending. But the more interesting data involves where the marketers foresee the biggest bang for digital bucks in the year ahead.

Social & Content Marketing Dubbed Most Effective

Respondents expected the most effective digital marketing tactics in 2018 to be social media marketing (18%), followed by content marketing (17%). Search engine optimization was seen as most effective by 15%, e-mail marketing was seen as leading by 13%, and paid search and social ads was chosen by only 11%. The lower ranking of e-mail and search ads was not due to execution barriers; both were rated as among the least difficult to implement.

Execution Challenges for Data Management & Technology

In contrast, surveyed marketers reported the greatest execution difficulties for data management (18% rated as most difficult) and marketing technology (also 18%). Content marketing and search engine optimization tied for second place in terms of implementation challenges, with both selected by 16%.

Go to https://research.ascend2.com/2018-digital-marketing/ to download a full copy of the Ascend report.

Event Marketing Pros Foresee Spending Boost

Many of AccuList USA’s trade show and conference marketers are already looking ahead to 2018, and event technology firm Bizzabo’s recent “Event Marketing 2018: Benchmarks and Trends” report has some good news: Event marketers and business execs plan to invest more in live events in future.

Marketers & C-Suite Plan More Dollars for Events

One of the key findings of Bizzabo’s global survey of 400 mid- to senior-level marketers is that most event marketers believe that events are the single most effective marketing channel, better than e-mail, social media, and digital and traditional advertising. The majority also plan to invest more in future live events, both in terms of budget (63%) and number of events (63%). Plus, the majority (91%) of businesses with top performance place a greater emphasis on live events as a marketing channel than the underperforming businesses or businesses performing as expected–and those overperforming businesses plan to grow their event marketing budgets by more than the rest. Regardless of performance, an overwhelming majority of C-Suite executives surveyed (87%) say they believe in the power of live events and plan on investing more in the future.

But Event Success Still Doesn’t Come Easy

Though event marketers and executives have confidence in the marketing effectiveness of B2B trade shows and conferences, that doesn’t mean they think success is assured. In another survey, Bizzabo asked leading event marketers for advice on overcoming common event hurdles. For example, what if attendance is sparse? To avoid staring at an empty hall in horror, make sure the event is clearly advertised on all social media profiles, blog, and website, including paid ads; empower those who have already committed attendance (especially speakers) to be event ambassadors by sharing the event on their own social media profiles and websites; and use RSVPs to keep attendees accountable. Then what if the attendees are there, but enthusiasm is low? To boost engagement, the pros suggest crowdsourcing questions for interviews and round tables before the event; creating hangouts or webinars related to event sessions; and sending segmented e-mails based on registration data to get attendees pumped up for specific aspects. So how do you get data in real-time to keep steering the event toward success? There are now mobile event apps that can track every touch, and mobile polls and surveys can instantly collate results. Beacons can measure crowd movement and dwell-time in exhibit booths, and social sentiment analytics tools can get direct, immediate feedback. To see solutions to nine common problems–including managing multi-track events, avoiding long lines, planning social media effectively and more–go to https://blog.bizzabo.com/event-marketing-nightmares-and-how-to-solve-them

 

 

Survey: Mismatches in Event Marketing Channels, Attendee Interest

Where should trade show and conference marketers go fishing for potential audience? In a multi-channel world, it can be challenging to balance online, e-mail, print and social media for best results. Now a recent survey by XING Events, as reported by MarketingProfs, shows interesting gaps between where event marketers are casting their nets and where potential attendees pool to research events.

Event Attendees Are Drawn by Word-of-Mouth & E-mail

According the the XING Events study, which is based on a global survey of 2,621 event attendees and 1,630 event organizers, event attendees most often learn about work-related events through word-of-mouth mention by friends and acquaintances (66%) and via e-mail newsletters (59%). Fewer event attendees (20%) report being influenced by ads for print and online professional publishing. Online search has more impact when the audience is already aware of the event; for example, 49% say they use online search to find details about trade shows or conferences they already have heard about (via word-of-mouth, e-mail or print). Just 22% learn about an event by doing keyword searches. However, an even smaller portion (16%) of event attendees report that they use social media to research events.

Event Marketers Focus on Websites, E-mail & Social Media

Event marketers don’t exactly mirror attendees’ preferences. About 89% of surveyed event organizers say they market their events through their own websites, culling search traffic. Some 76% say they market through e-mail newsletters, which is in line with attendee activity. The surprise is that 73% of event pros say they promote via social media even though it is not where most of the audience is currently looking for event information.  And about 47% use traditional print channels.

Event Planners Foresee Social Media Expansion

Despite its current lower usage among event attendees, social media is the marketing channel that most event marketers plan to grow in future. Some 65% of organizers say they would like to use social media more frequently in the future. The next most popular target for expanded investment is their own websites (48%) and e-mail (41%). Although “influencer marketing” is a trendy topic, only 33% of event pros plan to increase influencer or multiplicator marketing to pump word-of-mouth.

For more study results, see https://www.marketingprofs.com/charts/2017/32765/how-events-are-marketed-to-and-found-by-attendees?adref=nlt091817