Our News & Views - Digital Marketing
Never has the role for digital marketing been more central to a comprehensive media strategy. As well as offering traditional media knowledge, press releases and coverage in B2B trade media outlets, we are your partner for marketing when it comes to your online and social media marketing strategy. See some examples of how we help our clients within the sphere of digital marketing.
14 Sep 2023
Continental Shift: Navigating the Industrial B2B media landscapes of China and Europe
In the dynamic world of B2B industrial sectors, effective media relations and journalist interactions play a pivotal role in shaping brand perception and industry influence. When it comes to engaging with the media, China, and Europe present some similarities but also distinct cultural, communication, and strategic differences.
10 Aug 2023
Behind the scenes - 5 steps to a professional podcast
With the right preparation, a manufacturing sector podcast can be a great addition to your content strategy. Around 464 million people globally listen to podcasts, with 40 million of these tuning in between 2022 to 2023 alone, so there’s a good chance that the audience you want to reach is ready to be engaged!
1 Aug 2023
Reporting Excellence: Combining Analytics and Insights to Empower Clients in Meeting Their KPIs
In today's digital age, marketers have access to an overwhelming amount of data and tools that can provide valuable insights into their communications and marketing efforts for clients. However, amidst this abundance of information, it's crucial not to lose sight of the importance of quantitative insights in our reporting.
13 Jul 2023
Messaging: have you nailed yours?
Don’t assume that because you are operating in a deep industrial technology sector, marketing messaging doesn’t apply to you. The power of storytelling to convince and connect with audiences should not be underestimated, and carefully constructed messaging is the backbone of any successful B2B marketing programme.
Messaging: have you nailed yours?
13 Jul 2023
30 Jun 2023
Unlocking the value of AI requires honoring human connections
Earlier this month, my EMG-colleague Adriana Arezza and I had the opportunity to deliver a keynote presentation at our client OQ’s Leadership Workshop. The main topic of the event was customer centricity and our presentation focused on the role of the media in telling customer centric stories.
9 Jun 2023
Effective spokesperson training: Navigating message delivery for B2B industrial players
Modern media training has evolved to meet the demands of today's digital landscape. With the rapid growth of social media and online platforms, PR professionals must adapt their strategies to effectively communicate and manage their clients' reputations, including the training of spokespersons.
19 May 2023
Pitch Perfect: Giving journalists the stories they really want
EMG’s PR professionals reveal some of our trade secrets for building strong media relationships that result in top tier coverage for clients.
10 May 2023
Social engineering: get smart, get savvy, get strategic
Many businesses we come across in the industrial manufacturing sector find it difficult to strike the right balance between the different kinds of content that result in a unique social profile that reflects an authoritative brand, engages audiences sufficiently to create loyal followings and still be a strong sales tool as well.
24 Apr 2023
Conversations on the tradeshow floor are changing and so should our approaches to communicating them
Sustainability, environmental pressures, and digitalization are drastically changing the sales and business conversations our clients are having with their customers and suppliers on the tradeshow floor. Good communicators who want to go the distance must pivot to meet the challenges and opportunities of building brands in this environment.
14 Mar 2022
EMG in 2021 – traditional PR fights back while digital continues to rise
While 2020 was defined by wholly unforeseen and unprecedented events, 2021, although still impacted by disruption and uncertainty, thankfully saw the waters calm.
9 Dec 2021
Linked out of China
In October 2021, Microsoft announced its decision to close its B2B social media network, LinkedIn, in China. As the dust starts to settle, we look at the implications of the shutdown for businesses looking to reach B2B audiences in China.
Linked out of China
9 Dec 2021
5 Oct 2021
The Facebook, WhatsApp and Instagram outage: A wake-up call for social media specialists
The Facebook, WhatsApp and Instagram outage that occurred on 4 October was in many ways an eye-opening experience.
8 Sep 2021
How to create virtual events people are excited to attend
We’ve all been there, we’ve all experienced it before, we might even be guilty of doing it to others. Death by PowerPoint. A dull presentation can turn a virtual event into a big flop. It’s all too easy for people to leave or do something else entirely while leaving your event on mute. So how do you keep an audience that could be 1000 of kms away, interested and focused on your event and not the TV or that Facebook post?
21 Jul 2021
What B2B organisations need to know about content marketing
While most people have heard of content marketing, that doesn’t mean they know what it is.
3 May 2021
Shifting dynamics – the rise of digital communications in 2020
At the back of 2019, few could have predicted how 2020 was about to unfold. The reality, of course, has been rather different. Nobody saw the pandemic coming, and even when murmurings started to surface out of China, few believed it would grip the world in the way it has.
21 Dec 2020
Transforming your PR efforts into lead generation campaigns
The conversations we have with our clients today are full of different ideas and angles. A big need has emerged into understanding how we can truly and effectively reach audiences and talk to them digitally to generate leads – especially in B2B industries. This is where communications, marketing and PR can help the sales team. The question is how do you transition from the traditional PR way of doing things into what works today, and all the way down the sales funnel?
19 Nov 2020
China outlook: Digital transformation on the rise both in manufacturing and communications
The global pandemic might still be lingering as a dark cloud over the manufacturing sector, but with the 22nd China International Industry Fair (CIIF), themed “Intelligence & Interconnection - Empowering New Industrial Development”, held as scheduled this past September, the industrial economy received an extra boost.
21 Oct 2020
How the trade media landscape is evolving, with a growing role for social media
B2B may have not been the first to the social media game, but there are few doubters nowadays of the role for platforms such as LinkedIn and Twitter when it comes to an integrated communications strategy.
2 Sep 2020
How to tell your story with great analytics
In these days of information overload, we are all being challenged to offer true actionable insights for organisations. Rather than flooding your organisation with a mass of data in a single confusing batch, it’s time for well-considered visualisation that helps marketing communicators achieve actional insight for their businesses.
How to tell your story with great analytics
2 Sep 2020
24 Jun 2020
How to make your webinar or online chat session stand out
Standing out among a crowded online calendar is a major challenge. Fortunately, there are many options to gain greater engagement and success for your next webinar, online chat, LinkedIn Live, Zoom or Microsoft Teams session.
10 Jan 2020
Oerlikon's recent campaign success illustrates that the sky's the limit when a great marcoms partnership is formed
Industrial technology marketing communications agency EMG is a firm believer in developing true partnerships with our clients. Our recent work with Swiss-headquartered international technology group Oerlikon is a great example of what happens when collaboration between client and agency bears fruit.
12 Dec 2019
The blog cocktail: layering information one blog at a time
You’ve done a press release, sent it out to everyone who would be interested and shared it on LinkedIn. Your job of getting the message out is now done and it’s time to relax. Right? Wrong!
7 Nov 2019
Understanding the Industrial Technology Influencer Niche
Influencers and thought leaders are a topic that sparks the interest of many B2B companies, but the question marketing communication professionals have is: how does it work? The answer is all about finding the right connection.
19 Sep 2019
Strategic Social Media: A B2B Guide
We’ve been living in the age of social media for many years now. For some of us, we don’t even remember a time without it. It dominates so much of our lives. For my husband, he can’t go through the day without catching up on the news on Twitter. For me, I’m a bit of an Instagram addict. I consume photos and videos from my friends, cute animal sites and have been convinced by influencers or adverts to try out new products (because everyone needs a shampoo with their name printed on it). When I need ideas for work, I often turn to LinkedIn because I can get high quality content that’s suited to my needs.
Strategic Social Media: A B2B Guide
19 Sep 2019
11 Sep 2019
Balancing short and long form content to drive leads along the customer journey
For years, the general consensus in the social media age has been to opt for “snackable” content that can be quickly understood and leaves little to the imagination. With short attention spans and a wealth of other content feeds vying for their attention, the aim is to hit the reader over the head with something that shocks, surprises or amuses in the form of short videos, memes or controversial tweets. This is effectively scroll-stopping content that forces us to look.
28 Aug 2019
How the trade media landscape is evolving, with a growing role for social media
B2B may have not been the first to the social media game, but there are few doubters nowadays of the role for platforms such as LinkedIn and Twitter when it comes to an integrated communications strategy.
20 Aug 2019
Using your LinkedIn to build trust and credibility in a B2B world
Did you know 61 million LinkedIn users are senior level influencers and 40 million are in a decision-making position? From a B2B perspective, this means the decision-makers you are trying to reach are using LinkedIn.
11 Jul 2019
Challenge your PR measurement and evaluation practices
Here it is. The silver bullet for measuring and evaluating public relations is to be honest and be insightful. There is no holy grail that will solve your measurement challenges. You will need to think for yourself. And that is the good news.
4 Jun 2019
Should a robot generate your content?
An increasing use of robots and automation is changing how many industries do business. Some firms are even using automated artificial-intelligence software to generate written marketing-related content. What might this mean for you, and for the copywriters currently generating your content?
Should a robot generate your content?
4 Jun 2019
22 May 2019
EMG's 4th Customer Summit focuses on Account Based Marketing
Understanding your customers is at the heart of an Account Based Marketing (ABM) strategy and is especially applicable in a B2B business environment where customers require (and sometimes even demand) your understanding of their business, and provide them with tailored solutions.
16 May 2019
Quick SEO and keyword tips for B2B marketers
If done correctly, SEO is an organic way of having your B2B website or blog rise to the top of search engines without having to pay for it to be there. But before you can make your content SEO ready, you need to ask a few questions.
Quick SEO and keyword tips for B2B marketers
16 May 2019
24 Apr 2019
Transition from PR to Marcom
Today, communicating to the audience is not solely about sending out a targeted press release – although that still is an element of a campaign. Instead, PR has become “Marcom”, which includes understanding the business strategy, developing the message, creating the right content to communicate the message and dispersing the message.
Transition from PR to Marcom
24 Apr 2019
24 Apr 2019
Keeping agile and innovative in marcom
Being agile in marketing communications is about taking calculated risks to keep innovative, and sometimes the risks aren’t always what you expect from a communications agency. Sometimes risks include implementing an idea that you know will effectively reach the audience.
Keeping agile and innovative in marcom
24 Apr 2019
24 Apr 2019
Challenging the status quo
While we know that press releases and trade interviews are here to stay, we also know how buyers gather information to make their buying decisions has evolved, and it extends beyond traditional media outlets. Social media, video, webinars, podcasts and even a simple google search can influence their decision.
Challenging the status quo
24 Apr 2019
12 Apr 2019
Navigating Asia's Public Relations Landscape
Malaysia is often positioned as the gateway to Asia. With a constitutional monarchy of some 31.6 million people, the country is a melting pot with primarily Malay, Chinese and Indian demographics. And with this unique mix come certain implications in regards to its media and public relations landscape.
Navigating Asia's Public Relations Landscape
12 Apr 2019
9 Apr 2019
Make the booth team part of your communications team
It is conference & trade show season, which means many of you have been planning for months every detail that goes into making sure the event is successful. You’ve developed the theme, worked on your messaging, posted on company social media platforms, sent out the press releases and invited the media.
29 Jan 2019
Mindfulness in Marketing Communications
More video, more social media, more integration, more influencer marketing are some of the big B2B marketing and communications trends for 2019. If you are like us, you’ve already come across numerous blogs all telling you the same thing: you’ve got to do more, more, more!
Mindfulness in Marketing Communications
29 Jan 2019
9 Jan 2019
4 steps to develop a strong B2B digital communication strategy
Faced with today’s ever-evolving digital B2B marketplace, where 94% of buyers research online when checking out service providers, it can be tricky to identify your optimum targets – especially when you don’t want to just reach them, but convert them. The question many of you are asking is how do I become the proactive solutions provider necessary to increase my numbers?
6 Dec 2018
Podcasting is a great communication tool - what are you waiting for?
People love stories and being in the know and this is what podcasts are all about. And they are growing hugely in popularity. The ever-present smartphone is home base for this content and more and more people are downloading podcast apps and listening to all kinds of specialist content.
11 Sep 2018
New website: what else is new?
Announcing a new website is something you’d do in the 00’s. Nowadays, people are used to a long list of weekly upgrades on their mobile phones, which are installed automatically and are probably not even noticed. Websites are following that trend – some sites even become apps.
New website: what else is new?
11 Sep 2018
30 Aug 2018
Social Selling: Not just Millennials Mingling Online
During your last workday, how many times did you sneak a peek at your LinkedIn page, your Twitter feed or your Facebook timeline? Probably a little more often than you would like to admit. Staying in touch with friends is a basic human craving social media can temporarily satisfy. We all want to be social, stay in touch with our friends. But what if you could use this to also stay in touch with your customers?
14 Jun 2018
Technologies may change the face of communications but not the core
At EMG, we’re welcoming the digital revolution in marketing. New technologies like augmented reality (AR) and virtual reality (VR) are changing how many of our clients are reaching out to customers. We see it first-hand at tradeshows.
23 May 2018
Keep Calm!
You might have noticed the ‘Keep Calm and Communicate On’ logo that has appeared on our email signatures? If you click through you’ll find some great thinking from across the team that reflects on our latest customer survey.
Keep Calm!
23 May 2018
5 Apr 2018
Why we like podcasts
In recent years, we have seen a move away from the written word. Photos, infographics, online presentations and videos now appear to dominate websites and information platforms. This is particularly true in a technical /engineering business-to-business environment. Why try to describe something in words, when a diagram can do the same thing more effectively.
Why we like podcasts
5 Apr 2018
27 Mar 2018
Keep calm and communicate on
As part of our annual voice of the customer survey, we spoke to 40 marketing and communications professionals. Digital transformation and disruption were front of everyone’s mind. Every respondent mentioned the increasingly faster pace of marketing and a lack of time.
Keep calm and communicate on
27 Mar 2018
21 Mar 2018
Millenials and Social selling
If you're reading this article on the train, in the office or even at home... stop! Now look up, and see if you can spot a Millennial? They are everywhere. There might be one in your family, one on your team, two might have even written this article!
Millenials and Social selling
21 Mar 2018
19 Mar 2018
Committing to CommsTech
The chances are that if you’re a marketing director and reading this story, you’re taking a quick break from a CRM implementation meeting! Almost half of the people we spoke with during our customer survey mentioned their company was striving for closer alignment of marketing and sales to drive more value and rolling out either a CRM or an ERP system.
Committing to CommsTech
19 Mar 2018
6 Mar 2018
Light & Building Show: is your communications as smart as your product?
In a few weeks our 'Automation & Control' team will be descending on Frankfurt. We work many shows throughout the year, but when it comes around, one highlight is always Light & Building - for the sheer amount of innovation, fresh thinking and design that comes to market.
8 Feb 2018
Trade Associations & industry analysts: the “celebrities” of B2B Influencer Relations
Influencer Marketing is taking off. The concept of using influencers to seed the right message is relatively easy to grasp in consumer industries such as fashion and beauty. Here we’re regularly confronted with influencers either directly or indirectly helping to enhance a reputation.
8 Jan 2018
EMG forms strategic alliance with digital agency Digiti to extend service portfolio
We’re kicking off this year with some exciting news of a new strategic alliance with full-service digital agency, Digiti.
7 Nov 2017
Mapping twists and turns in the digital customer journey
Customer journey mapping in a dispersed, digital landscape is now an ongoing process, not an annual event. The days of mapping customer journeys once a year (or every two years at a push) resulting in a final presentation are numbered.
31 Oct 2017
Are you Agile or on Autopilot?
Digital continues to put us under pressure to make decisions in real-time. If anything the pace is likely to accelerate. But we marketers are resilient, adaptable and ready to change at short notice, right? Agile marketing is one emerging approach to our fast moving world, but is there still a place for the annual planning cycle?
Are you Agile or on Autopilot?
31 Oct 2017
10 Oct 2017
Guardian Automotive: shop and showcase in one
Launching an online ordering facility for customers is one thing, building a corporate website is, often, quite something else. The conundrum is that on the one hand you want to make it easy for customers to order online – on the other you want to reach out and talk about your latest development, interact with your communities and invite them to share their stories. The answer is straightforward: combine the shop. and www. website into one digital presence.
Guardian Automotive: shop and showcase in one
10 Oct 2017
20 Jun 2017
EMG Communicator Summit 2017: Embrace change and think like an air traffic controller
Two weeks ago a dozen senior marketers and communicators from across our client portfolio and guest speakers gathered at our office for EMG’s ‘Communicator Summit’. The two main areas for debate were digital marketing and the changing role of the industrial communicator.
7 Mar 2017
‘Native content’ programme maximizes exposure for DSM Dyneema
DSM Dyneema has a unique product for the maritime/offshore industry and wanted to leverage digital marketing techniques to reinforce and expand its brand in this key sector. So it turned to EMG for both advice and execution.
12 Oct 2016
Media monitoring and reporting The EMG Way
To provide clients with a comprehensive overview of press coverage and, if required, insight into competitive and other relevant information, EMG has developed a proprietary media monitoring and reporting service.
Media monitoring and reporting The EMG Way
12 Oct 2016
7 Apr 2016
Get on the WeChat bandwagon
Facebook, Twitter, Google and many others may be off-limits but China is still experiencing a vibrant social media phenomenon. With the world’s largest number of internet users - the majority now through mobile devices - China has long had a flourishing indigenous social media scene. Many platforms most Westerners have never heard of have already come and gone, having ridden the wave of 100s-of-millions-plus users and then fallen into demise - like RenRen, Sina Weibo and many more.
Get on the WeChat bandwagon
7 Apr 2016
21 Oct 2015
Getting your message across with video
When Clariant recently held its very first Sustainability Dialog Day, the event represented a very bold move, bringing together various partners right across the value chain. It would be very difficult to capture the spirit of the day in words alone. So a video team was on hand to talk to participants and get their feedback.
Getting your message across with video
21 Oct 2015
7 Sep 2015
BE SOCIAL: turn CAPS LOCK off
Which do you prefer – to type text yourself or use copy/paste? When time is scarce most editors and other social media users probably prefer to copy/paste - especially if the headline is more than a few words and typos are easily made (think smartphones and tablets).
BE SOCIAL: turn CAPS LOCK off
7 Sep 2015
12 Jun 2015
PressReleaseFinder in Spanish, Portuguese and... on your phone
A lot has happened since we offered you a sneak preview of PressReleaseFinder’s new look and feel. The latest feature is the new Spanish and Portuguese user interface.
16 Apr 2015
Dark Thinking about Dark Social
A few weeks ago I read an article about Dark Social. To some the buzz word for 2015 – or at least at the time of publishing.
Dark Thinking about Dark Social
16 Apr 2015
27 Oct 2014
Are you ready for (internal) blogging?
Think about blogs as the combined digital version of the traditional printed employee magazine and the impromptu chat around the water cooler. A big benefit is the interaction with the writer and the bonus is the conversation with other readers - available immediately versus waiting to send or read 'letters to the editors' in the next magazine.
Are you ready for (internal) blogging?
27 Oct 2014