Marketing Blog
Some news, tips and tricks from the world of marketing that caught the attention of the team at Napier. Our marketing blog is where we share some of the things that have inspired, impressed or amused us.
Will we start seeing paywalls for trade media?
15th Apr 2013 • Leave a commentSome interesting research by Simon-Kucher & Partners suggests that 90% of online content will be held behind a paywall in three years’ time. It’s unlikely that we will see such a dramatic move from trade press, as much of their content is generated by manufacturers and service providers for promotional reasons: they don’t want to…
Google launches tools to uncover effectiveness of mobile advertising
1st Apr 2013 • Leave a commentGoogle continues to work hard to grow its mobile advertising revenue, launching a suite of tools to help advertisers assign a value to their mobile ads. Whilst most B2B tech advertising continues to focus on desktop search, it’s inevitable that mobile will become a bigger part of the mix in the future. Check out Google’s…
Google Translate now offers a phrasebook
15th Mar 2013 • Leave a commentGoogle has just added the capability to create your own custom phrasebook for translations. Does this mean the end of the translation business? Of course not! Whilst it is true that machine translation is improving, and in the technology space having a list of translations for specific phrases is an important element of getting good…
“Get a sense of humour” to become copyright defence in the UK
13th Feb 2013 • Leave a commentMany countries, including the USA have an exemption to copyright law that allows parody, caricature and pastiche. Without these exceptions the world would be a poorer place: we’d have no Wierd Al Yankovic! In the UK, however, there has been no such exemption from copyright law for the wild and witty. It’s good to hear…
Does the pressure to be the first to publish reduce the quality of reporting?
28th Jan 2013 • Leave a commentHow easy it is to place a fake story in the tech news? Pretty straightforward if you believe the gamer who started the rumours about an “X-Surface” games tablet from Microsoft. With the gadget and games media perhaps under the most pressure to publish first, fact checking is often not the first priority. This gamer…
How to create the perfect tablet publication
25th Jan 2013 • Leave a commentThere’s a really nice article in AdWeek that talks about how people interact with publications on a tablet. With facts such as 70% of people prefer holding their tablet in landscape to the unsurprising news that the most commonly used action is a horizontal swipe, this article is useful for both publishers and marketers.
PRCA launches guidelines for better internships
16th Jan 2013 • Leave a commentI’m really pleased to see that the PRCA has published their guidelines on the treatment of interns: the treatment of interns is a touchy subject and it’s great to see the PRCA taking the lead in demanding that agencies create internships that are not only paid, but also deliver valuable experience for the intern. I…
Can publications make money by going digital? Computer Weekly did!
2nd Jan 2013 • Leave a commentThere is a great interview with Bryan Glick, Editor in Chief of Computer Weekly on The Media Briefing Website. In April 2011 the publication announced it was killing the print magazine, a result of the acquisition of the title from Reed by TechTarget. Whilst Bryan admits shutting the print product was a big deal –…
LinkedIn overtakes twitter as most popular social media platform for B2B
30th Oct 2012 • Leave a commentThe recent report from the Content Marketing Institute (CMI) and MarketingProfs, The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, provides some interesting insights. I’d recommend you read the article and review the slideshare presentation to find out what B2B marketers in North America are doing. However, here are a couple of…
How to secure coverage in the business press–new tip sheet
27th Oct 2012 • Leave a commentWhilst the main audience for a B2B technology campaign is usually the technical decision-makers who buy the product, in practice there are many different influencers involved in your customers’ decision making units. Our new tip sheet explains how to get coverage in the business press to reach the many non-technical influencers who play a part…
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