World’s First Solar Powered Airport

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The southern city of Kochi is now the proud home of the first airport in the world solar energy.

On August 18, the Cochin International Airport Limited (CIAL) -India international largest in terms of passenger traffic to any ordered 12 megawatts (MW) of solar projects fourth airport. The airport already had a solar power plant of 1 MW, which can produce 4000 units of electricity per day.

With its new solar power station, the airport can now produce 60,000 units of electricity per day, which is more than enough to meet their daily needs.

“We initiated a pilot project in February 2013 as part of our plan to shift to renewable energy by setting up a 100 kilo watt unit,” VJ Kurian, managing director of CIAL told Quartz in a telephone interview. “When we found that feasible, we set up a 1MW unit in November 2013.”

“We did not want to be identified as just another airport and be confined to it,” Kurian added.

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What Size Solar Panels Do You Need?

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Solar panels come in different sizes. And when it comes to sizes, usually we refer to the wattage of a panel can produce, or physical size. Both are linked because the watt panel can produce, the bigger.

Decide on the size of your solar system depends on two factors: the amount of electricity used his house, and the money they are willing to invest in the solar system. Solar systems can be very expensive, and even if they pay for themselves over time, buying all panels to power an entire house can be financially out of reach for many families.

The average size of a solar system

Just to give an idea, an average solar panel can produce about 150w. 150w a group of about 1 square foot size. So you should always keep in mind is the fact that the panel can produce as much energy as perfect on sunny days, when the sun falls directly on it. Therefore, the panel will produce 150 watts only 3-4 hours a day (when the sun is brighter) depending on the isolation of the area where you live.

The size of a solar system is calculated in kWp, an abbreviation for kilowatt peak. A 1.5 kWp system can generate 1500 watts of sunshine. This system consists of 10 solar panels 150w and each occupies 10 square feet of roof space. 1500 Wp solar system can not provide all the energy needed for an average household, but it would do a decent job of providing it.

This is just an example and may not apply to you. Unfortunately, a typical house uses a lot of energy, and if you want to provide all the power with the help of a solar system, you would have to pay thousands of dollars on it. It would be best to find a compromise solution that alleviates at least some of the energy needs of your home.

If a solar system which gives all the energy needs of your home is too big, and you have or not have enough space or enough money to pay, there are some solutions you can try. One would be to reduce their energy consumption. You can also buy energy efficient appliances for your home. Another idea would be to buy solar panels one at a time, when you have money. Other financial solutions are also available, such as green tax rebates and incentives, so that would be a good idea to find out about those in force in your state.

Online Marketing News: Twitter Gets Googled, Meerkat Makes A Cameo, Facebook Floats

The Science Behind Buyer Personas

How to Create Buyer Personas [Infographic] – Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research. Check out this infographic to find out. MarketingProfs

Twitter Officially Launches Ads Companion For Mobile Campaign Management – New tool, unveiled as a test last week, gives advertisers the ability to monitor and adjust campaigns from Twitter iOS and Android apps. Twitter

Facebook Gives Users More Control Over Their News Feeds – On Thursday, Facebook announced a set of features that will give each person more control over what he or she wants to see. In essence, you get to reprogram the algorithm. Facebook

TV Becomes Major Driver of Social Activity [Study] – A new study from ShareThis shows that traditional TV-watching has evolved to become a multi-screen social experience. How can networks leverage social to stay relevant? ClickZ

STUDY: Facebook Video Ads Thrive; Twitter Advertisers Must Go Mobile – Social advertising and data company Kinetic Social, a Facebook Marketing Partner, offered a look at first-quarter-2015 ad performance on Facebook and Twitter. SocialTimes

Only 20% of Marketers Use Behavioural Triggers In Email Marketing: Report – Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity. See why you should be using it. Econsultancy

Twitter Sets Birthday Balloons As Bait To Reel In More Personal Data – Company adds profile design flourish to encourage people to share their birthdates. The information will be used to serve more relevant information, including advertising. Twitter

Facebook Becomes the Fastest Growing Global Media Company – Facebook has long been a dominant social media platform, but now the brand has grown to be one of the most profitable media companies in the world, according to ZenithOptimedia. ClickZ

Meerkat Introduces Cameo, a Way for Viewers to Interact With Stream — and Facebook Integration – Meerkat this week introduced a new feature that allows viewers to take over and contribute to a live feed on the app. Called Cameo, the feature allows the filmer to select a viewer to appear on screen for up to 60 seconds. Meerkat

Facebook Adds ‘Videos’ Tab to Page Insights: Track Metrics Across Custom Date Ranges – Facebook announced a useful new addition today that will help page owners measure the success of their videos across custom date ranges. Facebook

Facebook Changes How It Charges Brands for Clicks on Their Ads – Facebook is changing how it charges advertisers for click-based campaigns to make sure that, in return for their money, marketers are getting more than social currency. Ad Age

Google Now Indexing 466% More Tweets, Still Favoring Higher Authority Users [Study] – Google is now indexing nearly 5x the Tweets as four months ago, yet more than 96% of Tweets still go unindexed. Search Engine Land

Twitter Introduces Video App Ads, Bidding Based On Actions & Installs – A year after launching its app install ad feature, Twitter says advertisers are getting strong ROI from the program. Marketing Land

Facebook Introduces New “Floating” Video Player, Continues Push on Video Content – Facebook’s march towards online video dominance continues, with another new feature added into the mix to get users viewing more video content. This week, Facebook is testing a new video player option where users can detach a video from the News Feed and move it to your preferred viewing location within the browser window. Social Media Today

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: WSI


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Online Marketing News: Twitter Gets Googled, Meerkat Makes A Cameo, Facebook Floats | http://www.toprankblog.com

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Effective Solutions In Heating and Cooling Systems in Australia



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Normally, through Australia, 40 percent of the energy we use at home is for heating and cooling. This does not include the heating of hot water. The amount of energy used by your home vary according to their needs and the environment where you live and the type of heating and cooling depends on you. Most households have to be heated or cooled to a certain time of year, but with an efficient home, which could avoid dependence on heating and cooling additional devices in total.

Besides the type of heating and cooling solutions you choose, how to work and take care of your system may also have a significant impact. Once you have used all the options of passive heating involved, the next step is to select a suitable to your situation heating. There are many types of heating with different reasons of energy and environmental quantities efficiency.Your, type water heater, how to use it and to its position in the room can make a positive change in their leisure and heating costs. When sizing and adequate system of your home, you can avoid investing in the energy required. Central heating often can heat an entire home, while the space (room) heat warms everyone in the room (or more in the American zone) is used. Whether you opt for the central heating or space, there are many technologies and different heating options to consider, the best type of heating for you is determined by your circumstances, including the size of the rooms to become heated, the number of people in your home and your local climate.

Efficient gas heaters and reverse cycle air conditioning (heat pumps) are cheaper to acquire than standard electric heaters and create about a third of the amount of greenhouse gases. Note that it is important to work with unflued gas heaters with adequate ventilation when they cause indoor air pollution probably at home that may affect their welfare. See the requirements of your state or place.

Central heating systems are often critical to the gas, but could use a water heater in the fire, or heat pump solar system. Most of these systems circulating hot water radiators through solar panels, fan coils or in some cases indirectly through a concrete slab.

Air conditioning (or heat pumps) reverse cycle represent the type of electrical energy efficiency heater.Heat more levers have a fan and led the parties directly unheated heat your home.

They can be a profitable, low cost of operation. Portable electric heaters can be cheap to buy but expensive to maintain. Many are not as useful as other strategies slab floor heating heating.Electric often stronger fuel emissions of greenhouse gases whole house heating and perform.As rules would be the highest you should clean the filters in your heating system regularly to make sure it works effectively, follow the actual manufacturer. Use thermostats and timers to ensure that you are only heated room with everything you need to make when you need to save energy and money. Research on the best type of heating and cooling for your circumstances, our information could help you get started.

4 Steps Marketers Can Take Towards Increasing Their Digital Marketing Budget

Marketing Budget

Raise your hand if you’ve ever encountered a situation like the one described below:

It’s time again for your annual marketing budget meeting. You’re confident that what you’ve put together is going to knock the leadership team’s socks off.

You begin rocking through your amazing slide deck, chock full of powerful data points such as the number of Facebook Likes and banner ad clicks. Everything seems to be going great, and you know that this is the year you’ve finally proven the value of digital marketing and will win more budget. This means more budget to create additional content, place more ads and maybe even hire a great agency to help augment internal marketing efforts.

“Sure.” your CEO says, “That all looks great, but what are we going to get out of it?”

“Brand awareness, views, clicks, shares” – you say.

“No.” they say pointedly, “What are we really going to get out of it in terms of new customers, revenue and sales?”

A recent study from Econsultancy found that only 44% of marketers surveyed believe that the C-Suite really gets digital marketing and is developing an effective strategy. This can create many challenges for today’s digital marketers.

So how do you convince the C-Suite of the power of digital marketing when it comes to meeting business objectives and win that bigger budget?

Step 1: Become Fluent in CEO Speak

In my day to day, I spend most of time talking with other agency and client side marketers. Fortunately we are all speaking the same marketing lingo of conversions, page views and bounce rates. However, in order to get your CEO on board, you’ll need to step away from the marketing speak and dial into language which resonates with your audience:

For example:

speak CEO language

Step 2: Do a Landscape Audit, Don’t Forget Your Competition

Try to remember that most CEO’s don’t live and breathe digital marketing. They may not be aware that 83% of B2B marketers have a content marketing strategy in place. Or that there are 350 million users on LinkedIn. Set the stage by letting them know what is going on in the industry.

Keep in mind however that all the 3rd party research in the world won’t lead to an increase in budget, but showing a competitor that is applying a similar tactic and doing well will. C-suite is often intrinsically motivated by the idea that their competitors may know something they don’t.

Create a simple matrix of your top competitors and who is using which tactics. Then use a competitive audit tool like SEMrush to find data for PPC ad spend and traffic volume. Pull this data into a PowerPoint deck, and include screen shots of impressive ad campaigns or downloads to show value to your CEO.

Step 3: Show Them What They Stand to Gain (Or Could Lose)

When preparing to present to your leadership team, make sure that you:

Know what your CEO really cares about. Sometimes we assume CEO’s only care about the bottom line, but they may have many other objectives for the upcoming year. Examples could include: increasing brand visibility, attracting new customers from top competitors, or a higher volume of product sold.

Nail down tracking. If you don’t have the tracking in place to tie back each of your marketing tactics to an objective your CEO really cares about, then make sure you laser focus on making that a reality. Leverage custom tracking URLs and some advanced Google Analytics segments to document tracking of visitor flow and conversions from pretty much any digital marketing tactic. If you need more advanced tracking, begin researching marketing automation systems, and plant the seeds for a big investment in 2016.

Perhaps you already have tracking in place. The next step is to show your team what they stand to gain.

For example:

  • 2015: Created 4 gated downloads = 800 leads
  • 2016 (Double the investment): 8 gated download = 1,600 leads

If you can present a case for investing in 4 additional content marketing assets, and the standard cost per lead, then you can show the potential ROI on additional content objects.

Now let’s flip that on its head. By not investing these dollars in 2016, you stand to lose 800 new leads. Psychologically, showing what your boss stands to lose is often more compelling than a potential reward.

Step 4: Start Small to Win Big

When testing a new tactic or platform, like Google AdWords or co-created content, I always advise clients to start small.  You must invest enough to run a true test, but consider it in terms of percentage of available budget.

I recommend that companies invest 70% of available budget in tried and true tactics that you know produce results, 20% on medium risk tactics, and only 10% on those brand new, high-risk tactics. This strategy ensures marketing is creating the results you need, while still making room for testing new tactics that have the potential to drive big results.

If you are asking for a 25% increase in budget, show your CEO the breakdown of how you will be spending that budget. Knowing you are investing the lion share in proven tactics, can help show that you are aiming to make a sound investment.

If you’re looking for more help crafting your pitch, speak with your current agency and have them provide you with more results from the previous year and their recommendations for next steps.

If you’re not working with an agency, reach out to an agency like TopRank Marketing and see what recommendations they have or what they would provide you if you worked with them.

Image: Shutterstock


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4 Steps Marketers Can Take Towards Increasing Their Digital Marketing Budget | http://www.toprankblog.com

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7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant

vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

However, there are steps that you can take to keep your content marketing fresh, interesting and innovative for your audience. In today’s market, Content marketing can take on many different forms and be published on a variety of platforms. The possibilities are nearly limitless.

Below are some of the ideas for how you can keep your content marketing program fresh and delicious. Bon apetite!

#1 – Study the Works of Other “Chefs”

Today’s foodies love everything from Indian street food, to fine French dining. What has become even more popular over the past few years is the concept of food fusion, which takes notes from different types of cuisines and mashes them together to produce the best possible dishes.

In order to create these tasty recipes, chefs had to go outside of their base knowledge of a particular cuisine and incorporate ideas from other cultures.

It can be easy to fall into a routine of strictly following what other marketers in your industry are doing to help determine your content marketing strategy.

Instead, look for innovative ideas that are outside of your industry and may not even be a part of marketing. For example, take a look at your personal email inbox, is there anything that caught your eye as a consumer or that you found to be an interesting concept? Use these ideas that you find in other industries to fuel your content marketing ideas.

#2 – Ditch the Recipe Book & Try Something New

Some of my best dishes have come from throwing together ingredients that I thought went well together. Other times I have been left with an inedible goopy mess. But at least I knew not to do it again.

Believe it or not, failure can be a good thing. Why? Because if you failed, that means that you made an attempt. One of the worst things you can do as a marketer is to remain stagnant and keep executing on the same old safe, tried and true digital marketing tactics.

Now that doesn’t mean that you should just go chasing after any idea. You should still be mindful of your approach and determine what it is that you expect to get out of it.

#3 – Mother Sauces Require Key Ingredients

You can’t make a bechamel sauce without butter and a hollandaise without lemon just isn’t quite right. While there are variations of these mother sauces, there are core ingredients that bring them together and make your tastebuds sing.

One of the most overlooked opportunities for marketing is combining your different digital teams (either internal or external). The convergence of search, social and content is not a new concept. However, there is a big difference between creating an integrated digital marketing strategy, and getting your different teams together to collaborate.

It doesn’t matter if you have a large team, a small team or are working with an outside digital marketing agency, there is always an opportunity to collaborate. This approach will help each team understand what it is that the other is working on and can lead to some creative brainstorming for content marketing solutions.

#4 – Small Touches Create a Better Diner Experience

Personally, I eat just as much with my eyes as I do with my mouth. There is almost no replacement for a beautiful plate of food that tastes equally delicious. The perfect combination of ambiance, a beautiful table, good parking and alluring food can create a truly epic dining experience.

Similarly, you should always use content marketing to create a good customer experience.

This means:

  • Create Content for Need: Does your content marketing program help solve a business problem or meet a customer need?
  • Optimize for Device: Can your customers access your website, blog and any other assets both on desktop and a mobile device?
  • Incorporate Storytelling: Connect customers to your content by incorporating storytelling into your strategy.

#5 – Do Your Customers Like Their Steak Rare, Medium or Well Done?

Let’s pretend that you went out to the nicest steak restaurant in town and everyone in your party ordered a nice juicy steak. Now imagine that the server assumed that everyone at the table wanted their steak well done without asking? Chances are, there would be some pretty unhappy people at the table.

Many companies are afraid of asking current customers simple questions about the helpfulness of their content. There is the fear of negative feedback or that the customer will decide that they no longer want to do business with you.

Instead of being fearful, consider this an opportunity to improve your marketing program by better providing your customers what they need. They’ll also appreciate your willingness to hear what they have to say. Ultimately, this temperature check will tell you what you’re doing well (and need to do more of) as well as opportunities for improvement for content.

You can either contact customers directly and ask them or survey your community at large through email, social media or other means.

#6 – Add Your Own Flair

Part of what makes celebrity chefs so great is that you get to experience “what they’re really like” simply by tuning in to the Food Network or Cooking channel. In all fairness, their cooking chops is largely what got them to where they are today, but their personalities are what have made them celebrities.

Few brands are able to inject the proper amount of personality and authority into their content marketing. Often, brands are fearful of towing the line and offending the audience. Always err on the side of professionalism but don’t be afraid to use humor, personality and wit where appropriate.

Another option is to provide your audience with a “behind the scenes” look at your organization. This can be accomplished through “candid” videos, images shared on social media and contributions from team members from across the organization on their experience working with the company.

#7 – Throw Spaghetti at the Wall & See What Sticks

While you want your noodles al-dente, crunchy just won’t cut it. Sometimes the only way to tell if they’re good is to throw them at the wall and see if they stick.

The same can be said for creative content marketing brainstorms. It’s better to throw in a bunch of ideas and see which ones end up sticking.

To keep your content marketing fresh, consider adding some impromptu brainstorming sessions when needed. Consider inviting team members outside of the marketing department for a fresh set of eyes, ears and brains.

Provide the team an overview of what you’re hoping to accomplish as well as any relevant information about the target audience. Then, set them loose. Truthfully, you won’t use every idea that is concocted during your session, but there is always something useful that comes out of a brainstorm. Even if it’s just inspiration.

Are You Hungry to Innovate Your Content Marketing Program?

I don’t know about you, but this blog post is making me incredibly hungry. If you’re stuck in a content marketing rut, hopefully this post has helped you think of some different ways that you can innovate your marketing, without getting egg on your face.

What have you found to be the best way to get your creative content marketing juices flowing?

Image: Shutterstock


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7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant | http://www.toprankblog.com

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Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M

Content-Marketing-Measurement-&-ROI

Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.

Julie Fleischer 070615

Julie Fleischer – Kraft Foods

Sr. Director Data + Content + Media

Content Marketing Measurement

With all of the articles and surveys and agencies calling for an increase in the amount of strategic content that marketers are producing, it would be easy to believe that we have universally arrived at the Era of Content Marketing.  Finally, the industry has come around to the belief, so well articulated by Michael Brenner, that it’s time to “stop interrupting what people are interested in and be what people are interested in.”

Flawed Measurement Models

Unfortunately, content marketing measurement lags far behind the common sense belief that if people don’t pay attention to it, they can’t be persuaded by it.  Marketing Mix Models, while painfully flawed, have the solid advantage of having been around for decades; they are built into volumetric forecasts.  They are the basis for financial investment.  They are the starting points for every media plan.

And yes, they represent a gross approximation of reality and cannot read small spends, emergent media, or the diverse, intimate, personal, service- driven nuances of content distribution, but they have been around forever, so what CMO is going to forgo their guidance to approve a plan that is wholly ungrounded?

And how on earth can the esoteric, precious, and unproven metrics we’ve been using in content marketing unseed the dominance of Mix?  If trust is built on credibility and credibility is built on consistently delivering what you say you’ll deliver, how can convenience metrics ever win? The fact of the matter is, they can’t.

We’ve been so focused on measuring what’s easy to measure and what’s unique by platform, that we’ve failed the basic tests of marketing metrics:

  • Do they measure what we really need to know?
  • Are they material?
  • Can they predictably guide our businesses?

Determine Critical Measurements

The most important thing you can do as a content marketer is determine what measurements are critical in driving spending decisions at your company and then build an analytic methodology that answers it for content.  Is it ROI?  ROAS?  CPA?  What will it take to prove the worth of your content vs every other form of marketing spend available?

The sooner we build methods to measure the true attributable impact of content marketing on product sales in a way that can be compared directly to other marketing investments, the sooner content marketing, with all of its common sense virtues, can finally replace dated, ineffective and failing forms of marketing communications.  It’s all in the measurement.

Carlos Abler 070615

Carlos Abler – 3M

Leader: Content Marketing Strategy

Using Science to Create a Sound Approach to Content Marketing ROI

I want to focus on the notion of blending socio-behavioral sciences methodologies with data sciences and content and application marketing. Today, marketing is being moved sideways into social socio-behavioral sciences but doesn’t quite realize it.

A number of years ago I worked on an initiative where we used intelligent content highly tailored to the personal change management psychographics of individuals, merged with behavioral and other data with the goal of increasing smoking cessation. The results were phenomenal and a testament to how powerful content can be in transforming behavior.

Ultimately marketing and sales goals are about changing behavior. Ideally in an ethical fashion to the mutual benefit of all. And you can’t beat micro-segmentation at levels optimized to leverage principles of motivational psychology. But to even speculate as to how this type of approach can be leveraged in marketing requires education that marketers simply don’t have.

Create a Blended Team

Another skill most marketers don’t have is knowing what real science looks like. They need a lot of help to understand what it means to set up solid research, and to draw VALID CONCLUSIONS from the evidence. If you put together a team that has a blend of social sciences skills, data sciences, and solid editorial and application development practice, all within an agile framework, you would see some really powerful results.

While this may seem a little outlandish, it really is the logical conclusion for tracing the ROI of content marketing efforts. People are doing this kind of work whether they are any good at it or not. It’s the same situation as businesses becoming publishers. We also need to acquire these scientific methods to realize the full competitive opportunity that the digital disruption as afforded us.

Find the Solution That Works for You

Julie recommends that marketers focus on the basics for beginning to measure content marketing programs. However, when it comes to ROI Carlos suggests a scientific approach for determining true value.

What blend of practical sense and a scientific approach do you think will have the biggest impact on your content marketing measurement and ROI?

Header Image: Shutterstock


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Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M | http://www.toprankblog.com

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