Axis Launches A Blog

Author: John Honovich, Published on Dec 22, 2016

Is it 2007 or 2017?

Because Axis Communications has just launched a blog.

Are they 10 years too late or just right?

In this post, we examine Axis' entry to blogging, how it can be a strong marketing move for them, how it fits into a changing environment for security marketing / media and the key risk it exposes.

Axis Blog

Axis blog is called 'Secure Insights'.

It is just getting started and so far it has a handful of posts from 6 different Axis employees, including a story from Martin Gren about working with Steve Wozniak and Axis CTO talking about 2017 top technology trends.

A Wordpress blog, it supports comments via social media logins.

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

Changing Marketing Landscape

Manufacturers historically have depended on print for marketing / communication. Of course, that is changing for all markets.

For large manufacturers like Axis, it is actually highly beneficial because like politicians, manufacturers can take their message direct to the people / buyers.

In our industry, manufacturers like Axis have far greater reach over the Internet than any of the trade magazines. Trade magazines optimistically report ~30,000 print subscribers and similar email lists with most under 100,000 website page views per months.

By contrast, Axis Internet presence is huge. Axis has ~45,000 followers on LinkedIn, ~20,000 followers on Twitter. We would guess they have millions of page views to their website monthly and easily 100,000+ email subscribers to their various lists. And this should not be a surprise. A company that spends nearly $200 million annually on sales and marketing is going to build up a large direct reach.

Historically, Axis has 'blogged' on trade magazine website and for the privilege are expected and have been paid sizably for advertising, event sponsorship, etc. for those publications.

Marketing Benefits For Axis

Not only can Axis cut out the middleman but they acquire far more flexibility in when and what they publish.

Axis can use their social media presence, their email lists and the sheer number of people who come to Axis website to get their message out. If they use those 3 resources, they will undoubtedly get far more views and engagement than depending on a hodgepodge of small trade magazines.

Departure For Axis

One interesting element of this is that historically Axis allowed very very few people to speak publicly on their behalf. Those in the industry for some time will recall a period when Axis' Fredrik Nilsson would ghostwrite seemingly half the articles in trade magazines. Even to this day, of Axis 2,000+ employees, only a handful ever publish on Axis behalf.

There is some rationale for this. Keeping the message on target and avoiding PR disasters is harder the more people who are talking, especially with Axis public tactic of 'What? No Race To The Bottom. Everything is Super!"

Risk - Comments

One impressive choice by Axis is including comments. There are few manufacturer blogs and even fewer that allow comments (Here's looking at you Milestone 'Post').

However, as IPVM can attest, comments are one of the best and riskiest features of modern communication.

Axis is moderating comments (which if their blog has any success will be a painful administrative task and user annoyance) but to their credit quickly allowed my comment on their CTO's 2017 technology outlook:

Comments are great for getting critical feedback and learning from different, and often opposing, points of views. It forces people to research things more rigorously and to express themselves more accurately. Not only does the 'threat' of comments make IPVM better, we certainly learn a lot from comments that help us improve what we do and where we go. The same can be had for any company.

But comments can be brutal to marketing agendas, especially when companies are out of touch. These can be hard truths, emotionally disruptive to the company that receives them, placing them in difficult positions to either answer the commenter or appear that that they are wrong or misleading. Marketing people are not used to dealing with that publicly and certainly not on their own sites.

Outlook

The track record of video surveillance manufacturer's blogging is pathetic and that is not an exaggeration. Very few even try and almost all quit with the first year. The best security manufacturer blog is on door hardware and there is nothing close.

Even if all Axis does is centralize its own marketing pieces into its own site, promoting it on its own marketing channels, it is still likely to be a good move for them, compared to being dependent on declining print trade magazines.

But if Axis can genuinely open up and engage with the community, it could be a powerful force for them.

For us, we welcome manufacturer blogs. The more open manufacturers can be, the more interesting the industry discussion can be and the better it is for IPVM and the broader community of people who want to learn.

Comments (11): PRO Members only. Login. or Join.

Related Reports on Marketing

Long Time Industry Exec Leads New Security Franchise Offering on Oct 12, 2017
John Nemerofsky previously built and sold a $150 million dollar integration business, and then was VP of Niscayah from its spinout of Securitas,...
Vivotek Delta Acquisition Concludes on Oct 02, 2017
On August 8, 2017, Delta Group made an offer to acquire Vivotek. Now, the acquisition process has concluded. Inside this note, we examine the...
Knightscope Financials Reveal Huge Increase In Expenses And Incorrect Accounting on Oct 02, 2017
Knightscope's H1 2017 financials are out, in the midst of their ongoing crowd funding approaching $17 million. In this note, we analyze...
ASIS Show 2017 Final Report on Sep 27, 2017
ASIS is in Dallas for 2017 and this is our final show report (compare to our 2016 ASIS show report). When walking in, one is greeted with Dahua's...
Avigilon Touting 'Made In America' on Sep 18, 2017
Canadian manufacturer Avigilon, who completed a US manufacturing facility in 2015, is now running a marketing campaign touting 'Made In America',...
Genetec Launches Community Connect Examined on Sep 14, 2017
Genetec has done best in large-scale, enterprise systems and relatively worse in smaller systems such as SMB. Now, Genetec is launching...
Pelco CEO Is Out on Sep 05, 2017
Less than 2 years after taking the job, Pelco's CEO is out. Pelco's rollercoaster continues. In this note, we examine the move, share feedback...
Favorite SMB Camera Manufacturers 2017 on Aug 25, 2017
Small to Medium Businesses (SMB) have been hotly pursued by lower-cost entrants over the past few years. Nowhere has that been as strong a factor...
Competing Against ADT on Jul 20, 2017
ADT is one of the biggest players in the security industry, with ~$4 billion revenue. In 2017, they were acquired / merged with Protection...
Hikvision USA Head of Cybersecurity Exits on Jul 18, 2017
Hikvision USA's Head of Cybersecurity has exited the company. In this note, we review the move, share Hikvision's feedback and examine the...

Most Recent Industry Reports

Hikvision Access Control Tested on Oct 19, 2017
Hikvision aggressive pricing and marketing combined with generally reliable hardware and free software has made them a major player in video...
Verkada, Silicon Valley VSaaS Startup, Targets Enterprise on Oct 19, 2017
Verkada says they are building an enterprise-class VSaaS offering, calling it "The new platform for video security". This is a departure from the...
Exacq Unbreaks Avigilon Integration on Oct 18, 2017
For nearly 4 years, Exacq had broken and effectively blocked use with Avigilon cameras, as IPVM reported in January 2014. Now, Exacq has...
Search More Important Than Live Monitoring - Statistics on Oct 18, 2017
Search is overall more important than live monitoring to integrators, according to new IPVM statistics.  The key themes found in integrator...
Axis 'Sold Out' P3707-PVE Multi-Imager Tested on Oct 18, 2017
Axis faced significant product shortages over the summer. Perhaps the most notorious and significantly sold out model was the Axis P3707-PE 8MP...
Dahua Removes Auto Rebooting on Oct 17, 2017
For years, Dahua has automatically programmed its IP cameras to reboot weekly, a highly atypical and questionable practice. Following IPVM...
Deep Learning Tutorial For Video Surveillance on Oct 17, 2017
Deep learning is a growing buzzword within physical security and video surveillance. But what is 'deep learning'? In this tutorial, we explain...
Multipoint Lock Access Control Tutorial on Oct 17, 2017
Doors are notoriously weak at stopping entry, and money can be misspent on wrong locks that leave doors quite vulnerable. While closed and locked...
Buy From B&H, Ship Direct From ADI on Oct 16, 2017
B&H, one of the largest online sellers of video surveillance equipment to end users, regularly purchases their video surveillance equipment...
Competing Against Siemens on Oct 16, 2017
Siemens entered the integration business with 15,000+ customers, through their acquisition of Security Technologies Group in 2001. Since that time,...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact