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Archives for 2013

Senior Marketers Want Better Data to Quantify Event ROI

trade show floorSenior marketers are calling for better measurement of event value to quantify return on investment (ROI). According to a study by the Chief Marketing Officer (CMO) Council and the Exhibit & Event Marketers Association (E2MA), the call to action for both marketers and event producers is to prove event value using the analytics available in “today’s advanced, data-driven and highly targeted customer engagements.”

The “Customer Attainment from Event Engagement” study comes from a survey of more than 260 brand marketers conducted between the fourth quarter of 2012 and the third quarter of 2013. Interviews with 21 senior brand marketers and 11 experts in the event and trade show industry were also included in the analysis.

Key findings from the study include:

  • 31% of marketers believe events are essential to their organizations.
  • 89% of marketers believe events still hold some importance and value to their organizations.
  • 64% of marketers participate in events to source new prospects.
  • 62% of marketers participate in events to gather and cultivate leads.
  • 61% of marketers participate in events to have face-to-face meetings with clients and prospects.
  • 40% of marketers are decreasing large event participation to focus on smaller, targeted events.
  • 44% of marketers are hosting their own events.
  • 45% of marketers identify making a business case for the investment the top event and trade show challenge.
  • 39% of marketers identify managing escalating costs of events and trade shows as the biggest challenge.

According to the report, the challenges marketers face with events and trade shows are due to, “their lack of visibility into the conversion pipeline to determine how events are impacting sales and revenue.” While 42% of marketers are happy with their customer relationship management (CRM) tools, the metrics currently being tracked (including referrals, introductions, leads, and deal closure) don’t provide insight into the sales process. Without good data, marketers cannot determine if events are delivering adequate ROI, and they can’t be certain that events are fully-aligned with the business, financial, and marketing goals of the organization.

While marketers call for better data, E2MA calls for the development of accepted best practices for measuring face-to-face marketing efforts. By creating generally-accepted measurement principals, the event industry will be able to help marketers prove the value of events and trade shows to business executives.

Image: Phil Sexton

Careers and Governance: Board Diversity

ing-women-ceos-sRecently, there has been much discussion regarding Board diversity, particularly regarding the lack of women present at Board level.

ING shows shareholders and the public that they embrace diversity by incorporating a feature in the rotator of their home page that links to an article about two female CEOs

Although these women are not yet on the Board, it is refreshing to see senior women highlighted. This is not only an excellent demonstration of diversity on the part of ING, but also portrays that their company places women at high levels within the company.

Candidate Screening with Social Media

Most graduates are aware that corporates sometimes use social media to screen candidates before giving them an interview, but the reality is that very few do anything about it. A quick glance at a public Facebook page can be more than enough for an employer to change their mind about an otherwise strong candidate. But how much is too much, and is it fair for top recruiters to be scouring the internet for information they didn’t ask for?

Screen One, Screen All

checkpointYou wouldn’t set up an interview where you asked one candidate basic and standard interview questions and then tested another with a probing, personal information. At whatever stage of the interview you decide to screen candidates, make sure it’s consistent as best as it can be; firstly it’s fair on all your candidates and, secondly, it gives you a flavour of the real state of play.

Professional and Personal

Sites like LinkedIn are professional social networking sites and it’s perfectly reasonable to search these for recommendations, particularly if you’re taking on freelancers or contractors. Facebook, Twitter or MySpace are personal sites, however, so expect your candidates to have some iffy connections and, perhaps, to have posted political or private views. As long as they can delineate their personal from their professional, you should have no problems.

Take Perspective

Social media findings should be just one aspect of a wider process and it’s important to keep perspective on anything you have found. Social media screening is just another step in the interview process and should be taken as exactly that. The only exceptions, of course, are if you find anything seriously worrying; if you find comments about employers, or former employers, for example, then it’s time to think about making a difficult phone call.

Making the Rejection

Research conducted by social media service Reppler last year found the most popular reasons for rejecting candidates based on what was on their social media included lying about qualifications and posting of inappropriate comments or photos. It may be a tough conversation, but candidates should know that these are your reasons, particularly if their CV is inaccurate. It may help them to make amends to their social media sites, or at least their privacy settings, in the future.

As a part of a longer, more comprehensive interview process, social media screening is a legitimate tool and candidates should be aware of what is written about them online. However, take everything in perspective and be sure to give otherwise good candidates a fair chance; a few changes to their online profile are much easier to make than changes to their willingness, enthusiasm or qualifications.

On Stewardship and Food Security

food-security

DuPont has had a long and esteemed history of scientific and engineering discovery. The global science company is synonymous with innovation and for over 200 years it has stood behind countless projects that have gone from concept to marketplace and enriched the lives of people around the world.

Dupont Food SecurityThe company that originated as a gunpowder manufacturer in Delaware has now grown into a world leading service provider across 5 divisions of scientific specialism. One of its central pillars of scientific specialism is agriculture, nutrition and world hunger.

By looking at the DuPont website we can see that this is a company that cares deeply about proper food and nutrition. They use their website very effectively to express their interest and to note some of the food problems facing man.Their philosophy is clear: that people should have access to more than the bare minimum food supply but to a diet of nutritious food that supports healthy and active lives.

But having laid out their values and having identified a need to tackle world food DuPont have gone further. They have taken control of the issue and laid out how the problem should be tackled. The global science company believes that there is in fact a science to feeding the world and tackling world hunger.

So DuPont have combined their concern for proper nutrition with their scientific expertise and restless innovation to make tackling world hunger their goal.

dupont-food-securityTo do so DuPont have commissioned the Global Food Security Index. They have explained what this is on a video available on their website. They present the premise of the initiative and explain how the index has been developed in collaboration with the Economist Intelligence Unit to measure the drivers of food security in 105 countries.

By measuring and tracking 3 core metrics (affordability, availability and nutritious quality of food) the index offers a global viewpoint on food security. And importantly, by having access to this food intelligence policy makers and leaders should be in a better position to identity structural weaknesses and so be able to address them in a more timely and effective manner.

So DuPont demonstrates it is a science company that goes beyond the simple profit motive. They are a company that has deep convictions and they make these clear to the wider industry and the world at large through their website. They showcase their values and through blogs, videos and interactive applications they have told a story about themselves and presented a cogent and compelling message.

They have taken control of one of the gravest issues facing man and have set out exactly how it should be tackled. By taking control of an issue so firmly and demonstrating how they are doing it on their website they are showing more than corporate social responsibility. They are showing an authority and a deep commitment to humanity; stewards leading their industry and prompting the direction in which other corporate entities should travel.

IAB Traffic of Good Intent Task Force Targets Shady Web Publishers

stop signThe Interactive Advertising Bureau (IAB) is committed to raising awareness of non-intentional traffic (NIT), which is defined as the traffic to a website that “occurs without the knowledge of of a user or driven by non-human actors.” To aid its mission, the IAB has put together the Traffic of Good Intent Task Force led by John Batelle, founder and executive chairman of Federated Media, and Penry Price, president of Media6Degrees.

The Traffic of Good Intent Task Force (TOGI) will work to raise awareness of non-intentional traffic and develop recommended solutions to the digital advertising industry. The ultimate goal is to reduce non-intentional traffic by thwarting perpetrators and increasing costs for those the IAB refers to as “bad actors.” As a result, metrics related to Traffic of Good Intent will increase in accuracy.

The Negative Effects of Non-Intentional Traffic

The problems caused to the digital advertising industry by non-intentional traffic are far-reaching, and have a significant effect on pricing and performance tracking for advertisers. The IAB will target two kinds of non-intentional traffic. The first happens when internet users are automatically redirected to specific websites immediately after closing a web page. The second happens when content is invisibly loaded in the background of the browser without a user’s knowledge. Often, this content could load as a 1×1 pixel. The user is viewing another web page and has no idea that the other ads or full websites have loaded.

Non-intentional traffic affects both marketers and targeters. The IAB explains that people behind non-intentional traffic reap two primary rewards from their efforts:

  • They artificially inflate page views (often in huge volumes), so they can produce ad inventory to sell on advertising exchanges.
  • They produce “conversion” events, which could even generate false leads. For example, botnets simulate clicks on invisible ads or hijack an infected user’s browser to record a “visit” to the sites of marketers whose ads were invisibly run.

Non-intentional traffic is not a new problem in the digital advertising industry, so it’s great to see the IAB focusing on it with the Traffic of Good Intent Task Force. Bottom-line, no one wins when non-intentional traffic exists except the people who shouldn’t win. Honest advertisers, honest website owners, and consumers lose.

What do you think of the IAB’s new Traffic of Good Intent Task Force? You can follow the link above to visit the IAB site where you can check for ways to get involved with the Traffic of Good Intent Task Force in the future.

 Image: fcl1971

Eliminating The Hassle Of Online Purchasing

making-it-simpler
Have you ever found a specific product after an endless search, only to realize you have to first enter the litany of personal information necessary to create the ‘membership’ required to purchase it?

The answer is most likely a resounding yes.

The online purchasing process has become exceedingly complicated, causing even the most Internet-savvy online shoppers to struggle, or often give up altogether.

This poses substantial loss for companies with B2C websites. The popularity of online shopping is skyrocketing, yet many companies are being left behind due to the inability to provide their online consumers with an easy way to purchase their product.

Companies with B2C websites cannot dare to ignore the importance of creating convenient and barrier-free websites, but many are at a loss as to how to make this possible. The reality is, however, that this can be easily achieved through modest improvements to interface design, as well as the amount and type of merchandise information provided..

Who Is The Online Customer & What Do They Need?

While the majority of online consumers are young people who are typically adept in their Internet usage, a growing population of elderly online shoppers has appeared on the horizon. This population is often hindered in terms of computer skills, which compounds the problem of complex online purchasing processes tenfold.

A study conducted by Kuo, Chen, & Chen found that there exist four critical factors that make or break the success of a B2C website:

  1. The act of searching for products
  2. The act of examining products
  3. Evaluating and comparing products
  4. The final payment process

These 4 elements were found to be the most important to online consumers, yet they were also found to be the most difficult and complex processes, especially for the elderly survey respondents. Thus, it is the best interest of companies to address these four areas when creating or modifying their B2C websites.

The Application: How To Connect With The Online Consumer

Kuo, Chen, & Chen offer several suggestions, and conclude with a case study to serve as an example of an effective method of addressing these problem areas.

First, they emphasize that interfaces must be designed to support the elements mentioned above, and that website designers must integrate “searching for products” “examining products” and “evaluating and comparing products.” They provide an interesting case study as an example of successful implementation of these suggestions.

They created a site where the consumer could select his search criteria (i.e. brand, price range, etc.) then click ‘search.’ The following page consisted of an organized table of information pertaining to products that fit the search criteria. Any products the consumer did not want could be removed immediately by simply selecting the associated ‘x’ button. This made it easy to narrow down product selections, and eliminated the need to jump from page to page, as all the product information was presented on the same page. It also integrated the “searching for products” “examining products” and “evaluating and comparing products” processes, making it easy for the consumer to select and purchase their product. There was no need to remember prices and functions, which made the overall process enjoyable as opposed to cumbersome.

By creating a purchasing process such as the one above, and streamlining the final payment process, you can guarantee customer satisfaction, loyalty, and repeat business.

References

Kou, HM, Chen, CW, Chen, CW (2011) A study of merchandise information and interface design on B2C websites