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03 Jun 2015
A review of best practices in video marketing for different parts of the customer lifecycle
Our society has bred consumers who want to receive maximum information with minimal effort. So it’s no surprise that videos telling snappy and engaging stories – at approximately 24 frames (images) per second are quickly becoming one of the most effective ways to engage customers with a brand.
Sophie Rayers is Director of Marketing EMEA at Brightcove, notes: 'Video is the future of content marketing. That is, if it isn’t already the present. Although creating video content often requires more time and investment up front than other digital marketing assets, the results from a marketing and sales generation perspective are often easier to measure and evaluate'.
In 2014, Brightcove commissioned a study with Aberdeen Group to examine the return on investment (ROI) from video…
How to build a marketing automation programme to score leads
How do you know which leads to follow up, when to follow up and what's relevant to communicate based on where leads are in the sales funnel? These are challenges for any business using inbound marketing to generate demand and manage leads. Lead scoring is a vital methodology to ensure your leads are sales-qualified, ready for your sales team to follow up, so they are not left dormant and become missed sales.
The research from Snapapp and RingLead identifies that over 44% of companies have active lead scoring programs yet 32% are not successful with their programs. It goes on to say that companies will automatically fail if they do not address their data cleaning and accuracy, and shares both scoring indicators and how to improve your programs through a scoring hierarchy.
As well as planning…
How to manage a PR crisis using social media intelligence
Sometimes, however much you prepare, a crisis is unavoidable. It can at happen at any time and for any number of reasons but whatever happens companies and organisations need to try to manage the crisis when it happens. Of course this has become quite tricky with the incredible volume of posts on social networks making it hard to track every facet of a problem. But with the right social media intelligence software, PR and Communications teams can better manage a potential crisis situation.
Social data is of particular use in two stages of a crisis: detecting the beginnings of a crisis and managing the crisis. This post will explain how social intelligence (monitoring and analysing online data) can help you manage these two stages quickly and effectively.
Detecting a crisis
Understanding…
Choosing the right metric to measure ROI
Learn what metrics can help you truly understand the value of your spend and what technologies really deliver on this most important metric. Small-to-medium businesses are investing in their marketing at jaw-dropping new levels.
BIA/Kelsey predicts that 2015 will be a banner year for local media expenditure on the part of these organisations, with investment exceeding $50 billion.
Digital investments are at the forefront, with 28% of marketers reducing their traditional advertising budget to fund more digital marketing and search marketing capturing the largest share of online spend at 47% according to Business2Community. But with so many dollars on the line, how can a business know what investments are really paying off?
Return on Investment is the gold standard that today’s marketers are seeking. But with each new media channel, there is new complexity in the…
How to generate leads from small B2B audiences in a niche market
Dominating a niche B2B market generally reduces competition, reduces price pressure and the ‘me too mentality’ brings a supplier closer to their customers and increases their loyalty. So why do so few companies make a success of niche marketing? What are the challenges associated with lead generation? What is the best combination of marketing tactics to achieve success?
Niche market definition
First let’s define a niche B2B market – the Chartered Institute of Marketing (CIM) defines it as ‘A clearly defined segment of the market. It is about satisfying a specific customer need that is, in general, not covered by any major competitors’. Philip Kotler defines a niche as ‘a portion of the market in which individuals possess homogeneous needs and characteristics and the latter are not covered by the general offer…
Does your website have a clean bill of health?
Unless you are lucky enough to have an external agency, it can be difficult to know where to place your resources and prioritise your efforts to ensure your website is optimised; which statistics to review for engagement, how to check if your visitors can use your navigation and the list goes on. This infographic from Mediavision is a good basic top-level checklist to help you with reviewing your website, though you will need to delve further into each area. It's not an exhaustive list since there are other ideas to include usability research testing, (eye-tracking) heat mapping tools, and we are sure more can be added to this planning list.
For more advanced marketers, you can check out our Digital Marketing Strategy Audit tools for Expert Members.…
Examples of creating powerful online value propositions
Today’s customers are experiencing an information avalanche with social requests, blog posts, real-time updates, news outbreaks etc fuelled by companies eager for our attention. Using digital channels to interact with their audience but not adapting their strategy of pushing messages out and expecting an instantaneous return on investment by measuring their digital channels as they measured their offline channel.
Brands are clambering on the digital band wagon but using the same techniques they used in a bygone era of broadcasting their message through buying up media space (Radio, TV, ad impressions) but it is no longer working: appealing to the masses means appealing to no one – rather, brands need to spend more time to get to know their audience and know what motivates their audience.
There requires a change in approach and change in tactic, brands need to be asking the question: Am I…
