E-News : June 7, 2011
Top Media Moves
AOL Inc. has now officially launched a b-to-b group that will sell its digital advertising services to publishers, advertisers and agencies. The Advertising.com Group consists of Ad-Tech, Advertising.com, AOL Answers, 5min, GoViral, Pictela, Seed and StudioNow.
Bloomberg View, the new opinion section of Bloomberg News, officially debuted last week on both the Bloomberg Professional service and on Bloomberg.com. The Bloomberg View launch included columns by Margaret Carlson, Jeffrey Goldberg and Peter Orszag.
Internet ad revenue reached $7.3 billion in the first quarter, up 23% over the year-earlier period, according to the Interactive Advertising Bureau (IAB).
Job of the Week
In addition to the “Job of the Week” highlighted in each issue of E-news, ABM has expanded its online job board to better reach out to the membership and media community with quality career opportunities. Powered by mediabistro.com, the site is updated constantly with openings across the country and enables you to search by industry and location. So what are you waiting for … Click here to begin your search!
Publishers Committee with Mktg/Media Advisory Council
Tuesday, June 28, 2:00 PM - 4:30 PM ET
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B-to-B Magazines Continue to Show Revenue Growth
In March 2011, b-to-b print revenue grew by 2.0% versus year ago, while ad pages declined by 0.7%. Year to date, print revenue showed 3.3% growth while ad pages declined slightly, by 0.2%.
Of the 21 BIN categories, eight showed revenue growth in March, with the greatest growth in Business, Advertising & Marketing (23.4%), Building, Engineering, Construction (19.0%), and Agriculture (12.4%).
The March BIN data by category is available here.
ABM’s Business Information Network examines 21 markets comprised of all b-to-b books tracked by IMS/The Auditor, and PERQ/HCI for healthcare figures.
The BIN categories are:
Architecture, Design, Lighting
Aviation, Aerospace & Military
Banking, Financial, Insurance
Building, Engineering, Construction
Business, Advertising & Marketing
Computing, Software, Telecom
Government (Local, State, Federal)
Movies, Radio, TV & Video
Resources, Environment, Utilities
Restaurants, Foodservice, Lodging Gaming
Science, Research & Development
Travel, Conventions & Meetings
*Miscellaneous includes Arts, Coin Operated & Vending Machine, Security and Classified pages across all categories.
**Supplied by PERQ/HCI
Bizydeal.com Emulates the Groupon Concept in B-to-B
Coined the capital of the daily deal Chicago has been home to Groupon, the popular consumer deal-of-the-day website, since 2008. Today, however, there’s a new kid in town that caters to the b-to-b market and it’s called Bizy, which operates the URL Bizydeal.com. Last week, ABM’s Digital Media Council (DMC) had the opportunity to learn more about the site that launched this past March.
Co-founded by Gary Slack, chairman, chief experience officer of Slack + Company, and entrepreneur Lou Friedmann, Bizy takes inspiration from the hot consumer site Groupon – although it targets an audience of small business owners rather than consumers.
So how does it all work? First, an offer is created by the seller, who can get ample advice from Bizy’s sales team. “We’re creating deals for small business owners, so we try to offer more than one [of the products or services],” Friedmann said. Then, Bizy features the offer in an email to subscribers, currently numbering about 2,500, and on the website. Small businesses accept the offer and make the purchase at bizydeal.com by credit card. After this transaction occurs, Bizy and the seller share the revenue. The buyer then redeems the offer within the set time frame given. Sample deals range from discounted job postings on LinkedIn and virtual office manager monthly plans through Davinci to discounted logo design and trade show banners.
Friedmann told the DMC audience that Bizy is actively looking to partner with b-to-b media. “One thing we’ve learned so far is that trying to create distribution without media partners has not been very successful,” he said. In return for reach, media partners will receive a percentage of the commission on Bizy’s deals. SmartBrief is one of Bizy’s current partners.
ABM Unveils 2011-12 Marquee Event Details
As ABM prepares to embark on its 2011-2012 fiscal year, starting July 1, the association is announcing the dates and locations for three upcoming events. Mark your calendars for the following, and stay tuned at www.ABMevents.com for upcoming announcements and more information.
2011 Harold W. McGraw, Jr. Invitational
August 4, 2011
Scarsdale Country Club
2011 Executive Forum
October 24 & 25, 2011
2012 Neal Awards Ceremony
March 16, 2012
Mandarin Oriental Hotel
New York, NY
Study: Despite Volume, Email Open Rates Increase
Industry shares what their companies are finding
Even as email volume has grown dramatically over the past year, open rates and click-to-conversion rates also have been rising, according to a recent study by email service provider Epsilon and the Direct Marketing Association (DMA) that was published in BtoB magazine.
According to the “Q1 Email Trends & Benchmarks Report,” developed with DMA's Email Experience Council, average volume per Epsilon client in the first quarter of this year rose 39.2% over the year-earlier period. Nevertheless, the average first-quarter open rate for 7.1 billion emails was 23.3%, a 4.2% increase over the year-earlier period.
The click-to-conversion rate in the first quarter, at 3.0%, was the strongest in two years, according to the report, and represented a 26.5% year-over-year increase.
According to Jeff Miller, director, custom media of Watt, the company is paying close attention to open and click through rates on its portfolio of seven e-newsletters. He indicated that the study, on average, mirrors their newsletters: 97.2% non-bounce rate, 22.7% open rate (with the best being slightly above 26%) and 5.5% click through rate.
“Our editorial and design teams consistently test subject lines and style sheets. We’ve found that ‘less is more’ – meaning the cleaner the design and lesser number of articles in the newsletter, the higher the open and read-through rate,” said Miller. “Another element that has contributed to higher metrics is optimizing the style sheets to be mobile friendly.”
At Advanstar Communications, Mike Alic, vice president, strategy, said they found that better performance is driven by extensive subject line testing, a strong focus on subscriber marketing, and refinement of their product offering to match with specific audience segments. For example, the Drug Topics brand for pharmacists used to have one e-newsletter for all types of pharmacists. Now, there are two separate e-newsletters, one addressing the needs of hospital-based pharmacists and the other focused on pharmacists working at retail.
“In general, I suspect that the improved results in the Epsilon data reflect a growing maturity in the skill sets of e-mail marketers, and an increased investment in e-mail by companies,” said Alic. “Yes, volumes are going up, but it may be that we’re getting smarter and more focused, too, instead of just blasting out more volume."
Gallup and B-to-B Panel to Examine the ‘New Normal’ Economy
On Tuesday, June 28, in partnership with the Institute for the Study of Business Markets (ISBM), American Business Media will host a meeting and webinar addressing ways “the new normal” in the U.S. economy will impact b-to-b marketers, agencies and publishers.
The first half of the event features Gallup’s Chief Economist Dennis Jacobe and Ed O'Boyle, global practice leader for marketplace practice at Gallup. Jacobe will provide up-to-the-moment insights into the health of the U.S. economy based on the behavioral metrics of consumers, workers and job seekers Gallup tracks and analyzes daily, while O’Boyle—who brings 18 years of experience in brand marketing, brand management, strategic planning, and innovation—will interpret economic and consumer trends for an audience of b-to-b marketers, agencies and ABM media members.
Following the presentation by Jacobe and O’Boyle, a panel of b-to-b experts will drill down further into the details they consider most relevant for their peers at agencies, marketers and media companies. The panel includes Heide Rowan, global brand director for DuPont; Kevin Arsham, VP/account director on Lockheed Martin at TargetCast tcm, and Larry Greenberger, group publisher at Cygnus Business Media and the chair of ABM’s Publishers Committee.
The event, which will run from 2:00pm – 4:00pm ET on June 28th, is complimentary. To attend, please RSVP to ABM’s Kevin Bartlett at email@example.com or (212) 784-6353.
Survey of LinkedIn Members Identifies a Surge in Content Marketing
Holger Schulze, founder of the B2B Technology Marketing Community on LinkedIn, conducted the survey entitled, “B2B Content Marketing Trends” in May 2011 with the 20,000-member B2B Technology Marketing Community on LinkedIn to better understand the current state of content marketing in the b-to-b space, and to identify key challenges as well as best practices. In less than two weeks, more than 500 responses flowed in.
Here are some key takeaways from the results:
- Content marketing is growing dramatically in popularity with more than 71% of respondents doing more of it than a year ago (in contrast, only 2% are doing less).
- The biggest motivator for content marketing is its ability to drive awareness, leads, and engagement with prospects, to compensate where traditional tactics are falling short.
- The most popular content formats are case studies, presentations at live events, white papers, online articles and videos.
- The biggest challenge: producing truly engaging content.
- The most popular channels to deliver content are websites, live events, email.
- The top performance metric for content marketers is leads.
- Corporate marketing owns content marketing in most organizations and spends an average of 20% of budget on content marketing.
To view a full copy of the report, click here.