These benefits and examples of video marketing show why video should now be an essential digital marketing tactic
The short answer would be “yes”. Investing in a robust and high-quality video digital marketing strategy is well worth it, and it’s helping more than you can imagine. If your video engages, your conversion rates can be increased with just one smart technique or the right content that goes viral for a good reason.
Unfortunately, there is no magic formula, no clear pattern, or perfect algorithm that will cause your success to skyrocket overnight. That is why most might dare doubt the validity and reliability of video content. However, you do not need a one-hit wonder to tell the difference or one small investment with a significant payout. What you need to understand is the actual value of video content and, most importantly, its real potential for online marketing in the long…
Chart of the Day: How is video being embedded into email marketing?
Email has limitations in what can be displayed correctly in email clients. But none more so than video playback.
The safest route would be a static image, meaning that a static image would display for all clients. But as this chart shows, this has become rather old school, as only 2% use this method. A staggering 52% of the clients use fullscreen or inline video embedding. Animation (.gif animation), accounts for 46% of the total of sends.
Before we all suddenly start to add inline video, there are a few points we need to remember:
Fullscreen interaction only works correctly for iOS
Inline only works on Apple Mail, Outlook for Mac and Outlook.com (non-preview)
Gif animation doesn't work for Outlook 2007-2013 and Windows Phone 7
Email clients vary in how they accept videos playing in your inbox. So it comes down to…
Consumers are spending most of their time on mobile, but the majority of ad spend still goes to desktop.
It’s 2017, but most marketers still pour their efforts into desktop campaigns first and mobile second. But with up to 65 percent of time online spent on a mobile device, marketers can no longer afford to treat mobile like an advertising afterthought.
Mobile is driving growth in programmatic advertising — which allows marketers to buy ad space based on demographics and location — but desktop spending will exceed mobile for at least all of this year, and possibly into 2018. So while customers have already made the mobile switch, advertisers have yet to catch up.
Once upon a time, it made sense to prioritize desktop campaigns. Until mid-2015, the majority of us accessed the web primarily through our desktop computers. For marketers, fewer formatting options made mobile campaigns less attractive, and because mobile devices don’t support cookies,…
Three areas of focus to make shoppable marketing work for you and your brand
As recently highlighted in Smart Insights’ top ecommerce trends briefing, 2017 will see a number of really interesting developments, from subscription-based business models to the growth of artificial intelligence and chatbots. However, one trend that caught my attention was the prediction that shoppable personalised video will break through as technology and programmatic capabilities advance:
The concept of ‘shoppable marketing’ is something I’ve been looking at more closely recently as I investigate new ways to combine ecommerce and digital marketing and create more compelling customer experiences. With more people than ever having access to broadband and smartphones - spending more time online, the rise in online shopping means there are more opportunities to capture customers in the moments that matter.
Defining the shoppable marketing touchpoints
Many brands spend a great…
These B2B brands know a thing or two about video. Are your B2B videos as engaging?
B2C brands have been using video for decades. Ever since there has been TV there have been brands producing great videos to delight and entice consumers. Yet for B2B marketers video is still somewhat of a new field, even though the possibility of creating and sharing video online has been around for about ten years now.
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In this post, I want to highlight 5…
Chart of the day: Most consumers agree that video is the best way to get to know a brand online
Around three-quarters (74%) of consumers said there was a connection between online video and their decision making process on whether to purchase.
The study found that video is a perfect way of reaching and engaging customers, even informing their purchase decision.
The study also found that almost 7 in 10 (67%) of respondents said that the amount of video they watch on social media has increased in the last month; 6 hours per week is the average that customers spend watching videos on social media
Customers also react with brands a lot as shown in the chart below.
The research also found that customers "like" videos almost every two times they watch a video on social media and most customers…
Use these tools to get started with Video Marketing
Videos are all the rage in marketing today – they're not based on heavy files anymore, they're attractive and can help brands to communicate with their audiences. You can use videos for introducing a new product, showing behind the scenes footage, showcasing a promotional event or offering a tutorial aimed at solving a specific problem. Here are 10 tools to help you create short videos and launch your video marketing campaign.
[si_guide_block id="23343" title="Download Expert Member resource – Video and YouTube marketing guide" description="Our guide shows you how to review the full opportunities from video marketing whether you are a company looking to integrate video marketing more into your campaigns or a marketing agency looking to improve your video marketing services. Video examples from across different sectors will inspire ideas of how you can use video marketing to reach and influence…
Facebook allows third-party measurement and commits to an audit by the Media Rating Council
Facebook has been under fire since the revelations last year that it had been mistakenly inflating the view counts/durations on its videos. This may have influenced how brands spent marketing budgets, but the metrics were just plain wrong. As we saw in my chart of the day yesterday Facebook had been wrongly overstating views by as much as 80% .
In response to this and other revelations of widespread ad fraud in the online advertising industry, P&G's Chief Brand Officer announced a series of demands to online ad providers, which they would have to comply with or else P&G would spend its seven billion dollar ad budget elsewhere. The demands were as follows:
Adopting one viewability standard – P&G will be accepting the Media Ratings Council (MRC) - validated viewability standard, and expect all its agencies, media suppliers…
Avoid these mistakes to prevent costly email marketing errors
If you’ve marked 2017 as your year to grow your e-mail list, congratulations! Email marketing is a powerful tool that can help enhance your business, bring in new leads, and keep your company name on the tip of customers’ tongues. However, the reality is that it’s quite easy to make mistakes while you attempt to build a list. Those mistakes can result in lost time, customers, and money.
Blunder #1: You Don’t Give a Good Reason to Sign up
In 2017, an email address is nearly as personal as a phone number. Think about the times that you go to a store at the mall and they ask for your email address for their records. You probably cringe and envision all the spam email that will soon flood your box—and you better believe that your customers do the same thing.
One of the first steps…
Chart of the Day: Facebook's new corrected video view figures show it was never ahead of YouTube on video
Back in 2014, we saw loads of headlines saying 'Facebook is now beating YouTube in video views'. Then came the string of correcting articles pointing out that Facebook was only winning because it counts 3 seconds of viewing as a view, whilst YouTube counts 30 seconds as a view. So clearly it was like comparing apples and oranges, but Facebook still had more apples than YouTube had oranges.
Or so we thought. In late 2016 the news broke that thanks to a bug in its video view tracking code, Facebook had been accidentally overstating the length of video views on its platform by 80%.
Now new viewing data from Nielsen has shown that since Facebook fixed the error causing it to wrongly inflate viewing counts, the true viewing figures for Facebook's video views are…
