by Elizabeth Hines | Aug 7, 2019 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
As digital natives flood the purchasing landscape, visual presentation is critical. Our infographic offers tips to improve your visual content to resonate with today’s buyers.
Highlights:
- Visual content can be more easily digestible and compelling than purely text-based content.
- Optimize your visual content for search engines by accompanying it with searchable text and tags.
- Keep branding consistent with a unified color scheme and fonts.
The internet is becoming an increasingly visual space, and brands are feeling the pressure to stand out from the masses. But making an effort to improve your visual content doesn’t have to be an arduous chore. In fact, the type of complex information that supply chain marketers often need to present can be far more easily digestible in graphic format.
Strategically created and distributed content that is design-minded and visually appealing is your brand’s best friend. Our infographic offers 5 ideas to improve your visual content efforts, with a focus on broadening your brand’s reach, engaging your audience, and generating leads.
5 tips to improve your visual content
(Made with Canva)
1) Make your content search-engine friendly.
In the same way that social media analytics are struggling to keep up in an increasingly visual climate, search engines have yet to be effective at searching visual content. No matter how compelling your visual content, you won’t be getting the most out of your efforts unless you optimize your content for search engines.
There’s a simple solution to make sure your visual content makes it to the top of relevant search queries: post a text transcript with video or accompanying explanatory text with infographics and images. You can also make sure your visual content is easily searchable by categorizing and organizing it. Label visual assets like logos and images with relevant keywords, and tag them when publishing.
2) Make data come alive.
When it comes to presenting the kind of turgid data that’s often inherent in supply chain purchasing, visual formats are a marketer’s best friend. Supply chain marketers are ideally positioned to make use of attractive data presentation, including charts, graphs, and animated images. Organizing data into a visually appealing graphic, video, or animation makes it far more engaging and digestible for your audience.
3) Create reusable graphics.
Whether you’re creating visual content in house or outsourcing visual content creation, it behooves you to consider how it can be reused. When designing an infographic, for example, think about how it can be broken up into multiple graphics, each with a set of statistics or other information. You can combine these smaller graphics to other pieces of text content, adding visual appeal and boosting engagement.
These visual snippets are also ideal for posting on social media as teasers to link to fuller visual assets.
4) Consistency is key.
One of the most important things you can do to improve your visual content is make sure it’s consistent. Your brand’s visual presentation includes fonts, font sizes, colors, image styles, and any other graphic elements that are visual indicators of your brand’s identity.
Make sure all content creators in your organization receive clearly documented visual guidelines, along with samples for their use. Every time you publish visual content, include checking these guidelines as part of your editorial process.
5) Tell a story with your content.
The difference between good visual content and great visual content ultimately boils down to one thing: emotional resonance. The most significant way you can improve your visual content is to start with the idea of telling a story.
Ideally, you’re presenting data in a way that communicates a feeling and elicits an emotional response from the viewer. If your data is impactful, your viewers will forge an emotional connection with your brand.
What tips do you have to improve your visual content?
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by Elizabeth Hines | Aug 6, 2019 | Blog, Content Marketing, Marketing, Supply Chain
Integrating marketing and innovation early in development paves the way for new products to succeed.
Highlights:
- In many organizations, marketing is declining and moving downstream.
- Innovation needs marketing to be successful, and the earlier marketers are involved, the greater the chances of success.
- Marketers can help innovations succeed by identifying buyer needs, understanding what makes a product attractive, generating buyer engagement, and more.
With the emergence of automation and artificial intelligence (AI) technologies, some companies are putting marketing on the back burner when it comes to allocating resources. While these technologies are invaluable tools for marketers, they should not be supplanting a robust marketing presence. Marketing matters now more than ever, and integrating marketing and innovation is perhaps the best thing businesses can do to create competitive advantage.
Brand-building expert and author Denise Lee Yohn writes that despite the recent decline of marketing and its consequent move downstream, “the full, business-growing power of the marketing function comes way upstream – from creating markets.” This is particularly true when it comes to innovation development. Simply put, innovation needs marketing.
When marketers are involved upstream in development discussions in the innovation process, businesses integrate the power of marketing and innovation. As Yohn puts it, “Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it.”
5 ways integrating marketing and innovation leads to greater success
1) Identifying buyer needs
When an innovative design or process hits the market, its success can hinge on whether it meets (or is perceived to meet) an existing unmet buyer need. When marketers are involved early in the development stages of an innovation, they can offer valuable contributions about the needs of the target buyer persona. These contributions can help shape product development, and marketers are in turn able to preemptively drive interest and start generating leads before a new product even hits the market.
2) Understanding what makes a product attractive
Marketers have the knowledge and expertise to analyze buyer trends and address what Yohn describes as “the cultural, social, and psychological dynamics that should be addressed in the development of and communication about an innovative product.” In other words, involving marketers upstream helps shape product development toward marketability.
3) Generating buyer engagement
When engineers or designer talk about a product, they tend to focus on what it can do. When marketers talk about a product, they focus on what it can do for a target buyer persona. Particularly when it comes to marketing breakthrough innovations, buyers need to be educated about why they’re necessary. Marketing and innovation can work hand-in-hand to engage a target buyer segment by emphasizing the aspects of an innovation that make it directly beneficial.
4) Providing context
To illustrate how marketing can help “develop the entire customer experience ecosystem,” Yohn uses the example of the failure of the Sony e-reader as opposed to the success of the Amazon Kindle. Because Amazon integrated marketing and innovation early in the process, when the product launched, “it offered an integrated experience of hardware, software, service, and content.” In other words, marketers can provide necessary context for the launch of a new product to ensure that it launches into a market that’s ready to recognize its value.
5) Shaping go-to-market strategy
When marketers are involved from the development stage of a product, they can begin to develop an optimal go-to-market strategy. Marketers can identify the right channels to ensure that the product gets to the target buyer segment, as well as begin promotional efforts early in the process.
When combined strategically, marketing and innovation share a symbiotic relationship. As Yohn puts it, “Marketing needs to be less about what happens after an innovation is ready to launch, and more about getting it to be ready in the first place.”
Businesses that recognize the value of integrating and embracing marketing organization-wide stand at a significant competitive advantage.
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by Elizabeth Hines | Aug 1, 2019 | Blog, Current Events, Supply Chain
Its disruptive data-recording and -securing technology begs the question: Could blockchain change the supply chain fundamentally and for the better?
Highlights:
- Blockchain offers the ability to record, track, and verify any transaction.
- Potential benefits include greater transparency and security.
- Supply chain operations could record, track, and share information more accurately and easily.
Ever since blockchain technology emerged, experts and industry analysts have been making various predictions for how it will impact their sectors. The supply chain, in particular, has been popularly theorized to be impacted by the technology.
It’s becoming increasingly clear that blockchain has transformative potential when it comes to the future of the supply chain. Here is a summary of what we’re seeing so far.
What is blockchain?
First conceptualized in 2008 by a programmer or group of programmers operating under the name Satoshi Nakamoto, blockchain was originally part of the implementation process of the cryptocurrency bitcoin. Essentially, it’s a distributed database — and it’s special because it keeps records of digital data or events in a way that makes them resistant to being altered or tampered with.
Blockchain allows data to be accessible to many users, even allowing them to add to it. But the original information is immutable, and it leaves a permanent and public chain of transactions. SupplyChain247 uses the following helpful analogy:
If the entire blockchain were the history of banking transactions, an individual bank statement would be a single “block” in the chain. Unlike most banking systems, however, there is no single organization that controls these transactions. It can only be updated through the consensus of a majority of participants in the system.
Writing for Forbes, early-adopter researcher Dan Woods describes blockchain as “key for creating an unalterable, trusted record of certain types of transactions.”
Experts are starting to see the potential for blockchain’s use in other arenas, particularly the supply chain. The blockchain ledger “can be used to record, track, and verify trades of virtually anything that holds value,” says Jon-Amerin Vorabutra, VP of Process and Technology at Nova Molecular Technologies.
How will blockchain change the supply chain?
The ability to track any type of transaction securely and transparently is huge for supply chain applications. “Every time a product changes hands, the transaction could be documented, creating a permanent history of a product, from manufacture to sale,” writes Vorabutra. Imagine the reduction in time delays, wasted costs, and errors.
Syncsort, a company building the infrastructure necessary to support the modern data supply chain, has detailed predictions about how blockchain will impact the supply chain, reported by Woods. The company’s CTO, Dr. Tendü Yoğurtçu, identifies blockchain as falling under one of four larger “megatrends” that Syncsort is monitoring: data governance.
“We have some products that we will announce that are blockchain-ready, and data governance will continue to be the umbrella theme for us with blockchain because it’s an evolving data platform and data architecture,” says Yoğurtçu.
Experts and analysts across the industry believe that blockchain can improve the supply chain in the following ways:
- Recording the quantity and transfer of assets — like pallets, trailers, containers, etc. — as they move between supply chain nodes (Talking Logistics)
- Tracking purchase orders, change orders, receipts, shipment notifications, or other trade-related documents (SupplyChain247)
- Assigning or verifying certifications or certain properties of physical products; for example determining if a food product is organic or fair trade (Provenance)
- Linking physical goods to serial numbers, bar codes, digital tags like RFID, etc. (SupplyChain247)
- Sharing information about manufacturing process, assembly, delivery, and maintenance of products with suppliers and vendors (SupplyChain247)
The benefits of blockchain for the supply chain
Blockchain technology is ideal for supply chain management. Supply chain companies frequently struggle with lack of transparency, particularly those with complex supply chains. This makes it difficult to isolate errors. This is where blockchain comes into play.
“Because of the way transactions are recorded and tracked using blockchain technology, it makes it much easier to see everything happening in real time,” says Miranda Marquit, of Investopedia.
Additionally, blockchain will allow for increased scalability in the supply chain. Since data cannot be changed or added to, essentially any number of participants can access data from any number of touchpoints. The technology also allows for greater security, since a shared, immutable ledger keeps data from being tampered with.
Finally, blockchain can open the doors for greater innovation in the supply chain. According to Vorabutra, “Opportunities abound to create new, specialized uses for the technology as a result of the decentralized architecture.”
What ways are you predicting blockchain will change the supply chain?
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by Elizabeth Hines | Jul 31, 2019 | Blog, Current Events, Marketing, Social Media
Also this month in social media news: Facebook strives to attract content creators, and Pinterest debuts new video tools for brands.
Highlights:
- Less than a month after Facebook released details of its new cryptocurrency, the project has met a stumbling block from Fed Chairman Jerome Powell.
- Newly released statistics highlight key growth metrics and lay out expectations for digital marketing in the second half of 2019.
- Pinterest’s new video tools as well as updates from Facebook are geared to content creators and brands.
It’s hard to believe it’s already July and 2019 is at its halfway point. It’s a time when organizations are evaluating their performance thus far, and setting goals for the second half of the calendar year. To that end, both Mobile Marketer and Marketing Dive published key digital marketing growth statistics, and we’ve got the highlights for you below.
Last month, Facebook made news by releasing details of its new cryptocurrency, Libra. Now the social media giant has hit a roadblock, in the form of Fed Chairman Jerome Powell calling for a halt until serious concerns are addressed. Facebook is also making news this month by taking a page out if its competitors’ books in its attempt to attract more online content creators. Read on for details on these social media news items from July 2019.
Fed Chief Calls for Facebook to Halt Libra Project Until Concerns Are Addressed
Following closely on the heels of Facebook’s releasing details of its planned Libra cryptocurrency, U.S. Federal Reserve Chairman Jerome Powell said that the project “cannot go forward” until serious concerns are addressed. “Libra raises many serious concerns regarding privacy, money laundering, consumer protection, and financial stability,” Powell said before the U.S. House of Representatives Financial Services Committee.
The Fed chief’s tough comments not only underscore the regulatory hurdles facing Libra, but put pressure on the project, and dented the price of Libra’s forebear, bitcoin. The price of bitcoin fell by around 7% during his 3-hour testimony. Powell also called for regulatory review of the project to be “patient and careful,” while pointing to the fact that existing rules don’t adequately fit digital currencies.
“It’s something that doesn’t fit neatly or easily within our regulatory scheme, but it does have potentially systemic scale,” said Powell. “It needs a careful look, so I strongly believe we all need to be taking our time with this.”
Facebook spokeswoman Elka Looks responded to the testimony in an email to Reuters: “We are very much aligned with the Chairman around the need for public discourse on this,” wrote Looks. “This is why we along with the 27 other Founding Members of the Libra Association made this announcement so far in advance, so that we could engage in constructive discourse on this and get feedback.”
2019 Key Digital Marketing Growth Statistics Released
The midyear release of statistics from Marketing Dive and Mobile Marketer are important for brands and marketers to pay attention to. In the ever-shifting world of digital marketing, these statistics and trends offer valuable insight into where resources and time are best devoted.
Highlights from the reports include:
- Global online advertising spend is on track to grow 7% this year. That’s up from the 4% forecast in December 2018.
- Location-based marketing will likely grow 14%, reaching $24.4 billion in advertising spending by the end of 2019.
- 43% of all advertisers plan to increase spending on influencer marketing by April of 2020.
- Social referral traffic to retail ecommerce sites has grown by 110% in two years.
Facebook Strives to Attract More Content Creators
In an effort to attract more content creators to its platform, Facebook is giving videos more ways to make money. Observers have noted that the reigning social media giant is “pulling inspiration from other platforms to let you throw cash at your favorite video creators in the form of subscriptions or tokenized ‘stars’ that pay them a penny.”
Facebook’s announcement of its new video developments comes just ahead of VidCon, the world’s biggest conference for online video creators. It follows on the heels of three years of investments in the network’s video services and is in line with consumer trends toward video consumption.
Pinterest Debuts New Video Tools for Brands
Image-curating platform Pinterest is ramping up its video capabilities, in line with a larger consumer shift in viewing habits and a boost from advertisers in spending on social video. New video features include an improved uploader, video tab, lifetime analytics, and Pin scheduling.
The updated video uploader “enables businesses and creators to seamlessly upload video directly to Pinterest to engage with new and existing audiences, and access latest metrics,” according to the announcement.
Pinterest’s announcement points out that unlike on other platforms, videos don’t disappear (as they do on Instagram and Facebook Stories after 24 hours). To that end, their video analytics tool will allow businesses to gain insight into a video’s performance over its lifetime.
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by Jennifer Hart Yim | Jul 30, 2019 | Blog, Content Marketing, Leadership, Marketing, Supply Chain
Supply Chain Management can boost productivity – and alleviate issues – for companies as they scale.
This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.
Awhile ago, we blogged about how more Startups are looking to Supply Chain Management to boost their productivity as they scale. Procurement – the effective purchasing of raw materials, back-office goods and professional services – as well as Logistics – the orchestration of the movement of those goods – might not seem to be as important as sales, marketing, R&D or finance at first blush. But failure to account for these factors can be a major bottleneck to growth, and many a startup has failed because of Supply Chain issues.
Supply Chain Management is an important factor for fast-growing hardware manufacturing companies, whether they’re producing goods overseas or at home. But it’s important in food manufacturing, consumer goods, Pharma, and Cannabis as well, as well as any industry with direct B2B sales. In fact, we recently brought on a new Cannabis client who’s scaling up a strategic sourcing operation in all of their Procurement, so that all their spend is captured and accounted for as they grow, rather than after. Rather than taming out-of-control spend later, they’re maximizing profitability by being strategic about the company-wide spend now, by hiring a team of Procurement category managers.
The most successful startups grow quickly by relentlessly focusing on the consumer – giving them a better product, or a better customer experience – but customer service is dead on arrival without an effective Supply Chain. Any growing company needs people to forecast demand, produce or source the goods to meet that demand, and ship it quickly and reliably to consumers, while only holding as much inventory as absolutely necessary.
As a founder or senior leader in a growing company, you might think that you have the expertise to “figure it out” on the fly, because how hard can it be? But trust us, if you don’t have Supply Chain experience, you can’t. Developing a product line and business model is hard. Getting it funded is harder. But as a founder, you don’t know true pain until you’ve been saddled with massive inventory because you failed to plan, or until you’ve seen an entire shipment waiting at port for customs clearance three weeks before your launch because you don’t have someone on staff who has the experience to get the paperwork in order before you need to.
Avoid failure.
That’s how Supply Chain has always advocated for itself, and you may have even heard about these considerations before. Get your Supply Chain in order, and you might avoid pain, but you’ll also experience innovation and opportunities to improve your customer experience in ways you never thought were possible. It can also reinforce your core company values and mission, and pass it on to customers in ways you haven’t considered.
As Dave Evans recently talked about in Bloomberg, setting strong values early is the key to sustainable growth at a startup. Most entrepreneurs get that. But what they don’t always get is the importance of making sure that these values extend into your Supply Chain. Founders need Supply Chain experts who can forge close relationships with suppliers, and find manufacturing partners who can provide opportunities to improve the brand.
Too many founders treat Supply Chain like a transactional necessity: “okay, where are we going to source product from fastest and cheapest?” But Evans talks about how founders can actually use Supply Chain Management as an opportunity to improve and build their brand. He uses the example of Everlane, which has built a successful fashion brand out of radical supplier transparency – making it plain to customers exactly where their products come from, and breaking down all the costs associated with bringing it to market.
So where do you start?
Different areas matter more for different industries, and different levels of maturity. A seed-stage startup might need to set an overall direction for logistics and distribution (i.e. what sort of 3rd party logistics solution will you look to leverage?), whereas a scaling business might be able to leverage strong Procurement to extract additional value from supplier relationships – as with the Cannabis company we mentioned above.
Do you want your Supply Chain to be fast, cheap, or flexible? Skilled supply chain professionals can usually help you excel at two of those. The best in the business can get you all three. But if you don’t have any of that expertise, you’ll get zero.
Areas that startups need:
- Logistics and Distribution Strategy
- Demand Planning
- Production Planning
- Lead Time Management
- Inventory Planning
- Supplier Relationship Management
- Strategic Sourcing/Shared Services Procurement (growth stage)
Today’s top Supply Chain Management professionals can bring all these considerations to bear. One other thing to consider: manpower expenses are one of the highest costs in scaling a business, and you don’t want to take on extra full-time staff if you don’t have to. So one thing companies will do is hire a seasoned expert who has developed and implemented Supply Chain strategies at scaling companies before on a contract basis – say 6 or 12 months – to implement the process and strategy, and then move on to another contract. You will likely have to pay a bit more per-hour, but it can be a tremendously flexible and high-value option, especially because some of the best in the business are now working on contracts for growing companies.
Any way you go about it, failing to plan a Supply Chain can quickly sink a growing company – and developing one that excels will make a growing company soar.
If you fail to plan, you plan to fail. Having Supply Chain Management professionals in the room is some of the best business planning possible in 2019. That’s why they’re a founder’s secret weapon.
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by Elizabeth Hines | Jul 25, 2019 | Blog, Manufacturing & Distribution, Marketing, Marketing Automation, Robotics & Automation, Supply Chain
Implementing robotics and automation for manufacturing can be costly and a challenge for public perception – but, ultimately, these technologies are crucial assets for the industry.
Highlights:
- Hurdles companies face concerning automation include public perception, potential safety hazards, and cost.
- However, robots actually make factories safer and protect human workers from having to perform dangerous tasks.
- Advantages of automation include decreased long-term costs, reduced error rate, improved productivity, and enhanced data collection.
As machine learning, or Artificial Intelligence (AI), gains sophistication and technologies continue to improve, supply chain companies are increasingly needing to evaluate the benefits and pitfalls of robotics and automation for manufacturing.
While current evidence suggests that experts are correct in predicting that automation will prove a significant competitive advantage, manufacturing companies are often faced with equally significant hurdles when it comes to implementing these technologies.
So, on balance, are robotics and automation for manufacturing assets, or do they present insurmountable hurdles? Let’s look at the case for each.
3 challenges of robotics and automation for manufacturing
1) Perception
When companies begin considering or implementing robotics and automation for manufacturing, they do so in the context of a public steeped in the kind of sci-fi lore that breeds hysteria on this issue. While public fears of Cylons and the like taking manufacturing jobs may seem like frivolous concerns, the battle that companies face when it comes to public perception is quite significant and should not be overlooked.
In addition to the more hysterical fears of robot uprising, manufacturing companies are faced with the need to combat negative public perception and employee fears when it comes to replacing traditional manual labor with capitalized assets. In short, the fear that “robots are taking our jobs” should not be underestimated as a challenge faced by companies considering manufacturing automation.
2) Dangers
In addition to cultural perceptions of robots as potentially threatening, there are real safety concerns when it comes to robotics and automation for manufacturing. A notorious accident in a Volkswagen factory in Germany, in which a worker was killed by a malfunctioning robot, has been widely reported in the media and serves as a cautionary tale about the dangers posed by automation.
Manufacturers seeking to implement automation are faced with the task of ensuring that factories remain safe for humans and robots to work collaboratively. This requires investment in safety features, as well as training and oversight.
3) Implementation costs
Perhaps the biggest hurdle to companies’ acquisition of robotics and automation for manufacturing is the cost. While these technologies are becoming more affordable, the high initial capital outlay presents a serious barrier, particularly for smaller and midsized manufacturers.
In addition to the costs of equipment, there are expenses associated with maintenance, compliance, software, and human worker training. Companies may be aware of the long-term benefits of automation but unable mount the initial costs or stomach ongoing expenses.
Robotics and automation for manufacturing: the case for overcoming the hurdles
Now it’s time to look at how these technologies are assets and whether it’s worth facing the challenges associated with implementing them.
Robots aren’t here to replace humans.
When it comes to combatting the public perception that robots will render humans obsolete, there’s one simple truth that sums it up best: robots will not replace humans. In fact, automation works best alongside human workers and maximizes the strengths of each, leading to enhanced employee value. Automation frees up human workers to work in their core competencies, focusing on strategic work, oversight, and administration.
Automation helps make factories safer.
While the dramatic examples of robots causing injury and death are harrowing, and deserve attention, it’s important not to sweep under the rug the fact that automation actually makes factories much safer for human workers. By performing tasks that put humans at risk, robots can remove workers from traditionally hazardous situations or exposure to harmful materials.
As these technologies develop, they are becoming increasingly safe and include provisions that facilitate working collaboratively with humans. Robotics can increase access to difficult or dangerous locations. Improvements in sensors, dexterity, artificial intelligence, and trainability are helping to ensure that robotics and automation for manufacturing are safe.
Automation as a value driver
While costs associated with implementation and maintenance may be significant, arguably, with the competitive advantages presented by robotics and automation for manufacturing, companies can’t afford not to automate.
Robots improve the speed and accuracy of routine operations, reducing costly error rates and increasing productivity. They decrease long-term costs, provide labor utilization and stability (particularly when labor is in short supply), and optimize picking, sorting, and storing times. The vastly improved data collection provided by automated manufacturing means reducing the frequency of costly inventory checks while increasing accuracy.
The bottom line: the hurdles presented by robotics and automation for manufacturing are well worth navigating.
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