August 2018

Mohammad Anas Wahaj | 30 aug 2018

It's critical for the marketers to understand the collective habits of the customers of a particular segment they want to sell. Engineers are one such segment that B2B marketers have to deal with while pursuing their campaigns. Patrick D. Mahoney, President and CEO of IEEE GlobalSpec, explains the IEEE GlobalSpec's '2018 Pulse of Engineering Survey - The Changing Work Environment for Engineers Today' and how industrial marketers can utilize the insights to formulate their marketing strategy. The survey of 2236 engineers and professionals was designed to gather measurable and actionable insight on what they think about their industries and work environments. The survey also includes exclusive analysis on two key segments of the engineering workforce: millennials and technical professionals in the electronics industry. Highlights from the research - PRESSURES: 55% of engineers say the pace of engineering is increasing; 53% are required to do more with less; 40% say that pressure to meet deadlines is putting product quality/rework at risk; Majority also say that designs are becoming more sophisticated and that design cycles are shrinking, while time-to-market pressures are increasing; 44% of companies have increased design involvement from external partners and vendors. MILLENNIALS: Marked differences between mindset of younger engineers vs veterans regarding information. Millennials are information hungry. Concerning information access, 24% of surveyed millennials say they are more likely to use video for educational purposes compared to a much smaller 14% of veteran engineers; While the majority (53%) of all engineers are willing to register on a website for access to specific documents, only 44% of millennials indicated such willingness; Younger engineers tend to believe all content should be free and openly accessible (52%). Read on...

Martech Advisor: A Look Into the Mind of the Engineer: For B2B Marketers
Author: Patrick D. Mahoney

Mohammad Anas Wahaj | 30 aug 2018

According to experts, effective use of data is key to B2B marketing success as it offers precision targeting, better customer experience and personalization at scale. Bernard Tan, APAC Regional Marketing Director at Red Hat, doesn't consider marketing as just B2B or B2C, but prefers it to be 'business-to-all'. He says, '(Data) is transforming the way that we talk to whole markets...it's transforming the way that we can actually have one-to-one conversations in volume markets, and be much more efficient about the way we go to that market...All of us are consumers...We are now at this position where we are now able to start to drive engagement at an individual level and really focus on the customer.' According to IBM's 2017 Customer Experience Index study, APAC (31) scored lower than other regions when it comes to data-driven customer experience in the B2B space [North America (35), Europe (33) and Latin America (33)]. Jodie Sangster, CMO liaison lead of IBM Watson, says, 'Unfortunately in APAC, we are lagging behind in terms of meeting consumer expectations of how we are using their data and delivering great customer experience.' Read on...

WARC: Data is key for B2B marketers, but APAC lags behind
Author: NA

Mohammad Anas Wahaj | 29 aug 2018

The possibility of eco-friendly biodegradable paper-based batteries is now made a reality by the scientists at Binghampton University (SUNY), Prof. Seokheun 'Sean' Choi from the Electrical and Computer Engineering Department and Prof. Omowunmi Sadik from the Chemistry Department. Their research titled 'Green Biobatteries: Hybrid Paper-Polymer Microbial Fuel Cells' was recently published in Advanced Sustainable Systems. Prof. Choi engineered the design of the paper-based battery, while Prof. Sadik was able to make the battery a self-sustaining biobattery. The biobattery uses a hybrid of paper and engineered polymers. The polymers - poly (amic) acid and poly (pyromellitic dianhydride-p-phenylenediamine) - were the key to giving the batteries biodegrading properties. Prof. Choi says, 'There's been a dramatic increase in electronic waste and this may be an excellent way to start reducing that. Our hybrid paper battery exhibited a much higher power-to-cost ratio than all previously reported paper-based microbial batteries. The polymer-paper structures are lightweight, low-cost and flexible. Power enhancement can be potentially achieved by simply folding or stacking the hybrid, flexible paper-polymer devices.' Read on...

BingU News: SCIENTISTS CREATE BIODEGRADABLE, PAPER-BASED BIOBATTERIES
Author: Rachael Flores

Mohammad Anas Wahaj | 28 aug 2018

Nonprofits have to take the cue from their for-profit counterparts for successful implementation of marketing and technology oriented strategy implementations. Content marketing is now a mature field both in B2B and B2C aspects of business. Best practices are available. Gloria Horsley, founder of Open to Hope Foundation, explains the value of effective content for nonprofit organizations to educate, inform and engage with donors, volunteers and those the nonprofits intend to support and help. She shares her mistakes in content marketing in nonprofit realm and the learning from these experiences - (1) Transferring Existing Print Content Online: Offline content is outward-facing and telling rather than sharing or interactive; Written for entire audience and not personalized for specific segments; Online content need to be written in a way to engage audience; Interactive for audience to share their opinions; Utilizes story telling and visual content. (2) Delivering Content That Lacks Educational Value: Merely information and facts are not always valuable content; Specific content that educate different audiences is more valuable; Produce content that answers specific questions; Educational content attracts more supporters, donors and volunteers. (3) Letting Volunteers Run With It: Giving too much control to volunteers for content development risks consistency and integrity; They may create content that is not fully compliant with regulations; Specific rules and guidelines for content must be laid out; Templates and formats must be shared with temporary workers and volunteers; Provide volunteers access to content management system where content is checked and approved before being published. (4) Failing To Focus On High-Quality Writing: Emotion-based writing may not always be the best quality writing; Long sentences, grammatical mistakes, passive voice use etc leads to content exhaustion where audience lose interest; Use online tools like WordPress and Grammarly for appropriate writing; Professional writing techniques need to be adopted. Read on...

Forbes: Four Nonprofit Content Marketing Mistakes And How To Avoid Them
Author: Gloria Horsley

Mohammad Anas Wahaj | 27 aug 2018

Apparel production is generally linked to environmental issues like water and air pollution, alongwith the land, water and pesticide use related to growing natural fibers. But now research points at the source of another problem created by apparels made wholly or partially from synthetic textiles. Microfibers, a type of microplastic, are shed during normal use and laundering, and remain in the environment similar to plastic packaging that coats so many of the world's beaches, and they bond to chemical pollutants in the environment, such as DDT and PCB. Moreover, the textiles from which they are shed are often treated with waterproofing agents, stain- or fire-resistant chemicals or synthetic dyes that could be harmful to organisms that ingest them. Also, microfibers are being consumed alongwith food and drink. Research review (Microplastics in air: Are we breathing it in? - Johnny Gasperi, Stephanie L. Wright, Rachid Dris, France Collard, Corinne Mandin, Mohamed Guerrouache, Valérie Langlois, Frank J.Kelly, Bruno Tassin) published last year shows that microfibers suspended in air are possibly settling in human lungs. Research led by Richard C. Thompson from the University of Plymouth (UK) in 2004 (Lost at Sea: Where Is All the Plastic? - Richard C. Thompson, Ylva Olsen, Richard P. Mitchell, Anthony Davis, Steven J. Rowland, Anthony W. G. John, Daniel McGonigle, Andrea E. Russell) documented and quantified the occurrence of microplastics in the marine environment. Research by Mark Anthony Browne, one of Prof. Thompson's graduate student, published in 2011 (Accumulation of Microplastic on Shorelines Woldwide: Sources and Sinks - Mark Anthony Browne, Phillip Crump, Stewart J. Niven, Emma Teuten, Andrew Tonkin, Tamara Galloway, Richard Thompson) found - (1) Samples taken near wastewater disposal sites had 250% more microplastic than those from reference sites and the types of microplastic fibers found in those samples were mainly polymers often used in synthetic apparel, suggesting the fibers were eluding filters in wastewater treatment plants and being released with treated effluent (which is released into rivers, lakes or ocean water). (2) A single polyester fleece jacket could shed as many as 1900 of these tiny fibers each time it was washed. Another 2016 study by researchers from UC Santa Barbara in US (Microfiber Masses Recovered from Conventional Machine Washing of New or Aged Garments - Niko L. Hartline, Nicholas J. Bruce, Stephanie N. Karba, Elizabeth O. Ruff, Shreya U. Sonar, Patricia A. Holden) has shown far higher numbers - 250000 fibers. Rosalia Project, a nonprofit focused on ocean protection, led a study of microfiber pollution across an entire watershed (from the mouth of Hudson River all the way to where the river meets the Atlantic in Manhattan). Rachael Z. Miller, group's director, was surprised to find that, outside of samples taken near treatment plants, there was no statistically significant difference in the concentration fibers from the alpine region to the agricultural center of New York state to the high population areas of Manhattan and New Jersey. This suggested to her that fibers might be entering surface waters from the air and from septic system drainfields in rural areas without municipal sewage systems. According to Textile World, demand for polyester has grown faster than demand for wool, cotton and other fibers for at least 20 years. And by 2030 synthetics are expected to account for 75% of global apparel fiber production, or 107 million tons. All textiles, including carpeting and upholstery, produce microfibers. So do commercial fishing nets. But due to the frequency with which apparel is laundered and the increasing quantities of clothing being purchased throughout the world (thanks at least in part to the so-called fast fashion trend), apparel is the microfiber source on which researchers and policy-makers are focusing attention. Krystle Moody, a textile industry consultant, says, 'Outdoor gear is heavily reliant on synthetic textiles due to their performance profile (moisture wicking) and durability.' Jeffrey Silberman, professor and chairperson of textile development and marketing with the Fashion Institute of Technology at the State University of New York, says, 'Price is the big driver behind the use of synthetics in textiles. A poly-cotton blend is generally far cheaper than a cotton one, but doesn’t look or feel appreciably different to most consumers. The motivation is to get natural-like fibers and still be able to get a price point that people are willing to pay.' Katy Stevens, sustainability project manager for the outdoor gear industry consortium European Outdoor Group (EOG), says, 'Initial research suggested that recycled polyester might shed more microfibers. Are we doing the right thing by using recycled polyester that might shed more? It has added a whole other big question mark.' Other studies have found microfibers in effluent from wastewater plants (Wastewater Treatment Works (WwTW) as a Source of Microplastics in the Aquatic Environment - Fionn Murphy, Ciaran Ewins, Frederic Carbonnier, Brian Quinn), in the digestive tracts of market fish (Ingested plastic transfers hazardous chemicals to fish and induces hepatic stress - Chelsea M. Rochman, Eunha Hoh, Tomofumi Kurobe, Swee J. Teh), throughout riversheds (Mountains to the sea: River study of plastic and non-plastic microfiber pollution in the northeast USA - Rachael Z. Miller, Andrew J. R. Watts, Brooke O. Winslow, Tamara S.Galloway, Abigail P. W. Barrows) and in air samples. Two separate studies released in March 2018 revealed that microfibers are found in bottled water sold all over the world. And a study published weeks later revealed that microplastic - chiefly microfibers - were present in 159 samples of tap water from around the word, a dozen brands of beer (made with Great Lakes water) as well as sea salt, also derived globally. Although most research has focused on synthetics textiles, but Abigail P. W. Barrows, an independent microplastics researcher who has conducted numerous studies on microfibers, says, 'Natural fibers such as cotton and wool, and semi-synthetics such as rayon should not be totally ignored. While they will degrade more quickly than, say, polyester, they may still be treated with chemicals of concern that can move up the food chain if the fibers are consumed before they degrade.' The study she led in 2018 (Marine environment microfiber contamination: Global patterns and the diversity of microparticle origins - Abigail P. W. Barrows, Sara E. Kathey, C. W. Petersen) found that in the surface water samples collected globally while 91% of the particles collected were microfibers, 12% of those were semi-synthetic and 31% were natural. Read on...

GreenBiz: Why are our clothes so bad for the environment?
Author: Mary Catherine O'Connor