Recent Posts
Blog Categories
Account-Based Marketing B2B Marketing and Sales Brand Presence Buyer Engagement Chief Revenue Officer Closed-loop Marketing Content Marketing CRM Demand Generation eMail Marketing Financial Advisor Marketing Food & CPG Inbound Marketing Investment Management Marketing Automation Measurement and Analytics Newsletter Revenue Architecture Revenue Growth Revenue Marketing Revenue Programs Revenue Strategy Revenue Systems Sales Effectiveness Sales Enablement Sales Excellence SEO Social Media Strategic Account Management Technology & Websites
Five Tips for Capturing Online Viewers with Video
Content Marketing, Revenue GrowthVideo on the web is white hot.
As the network TV market continues to fragment, and marketers seek to engage consumers across multiple platforms, budgets are being directed to broadband video, as a new way to deliver compelling creative. Consumers are already there, and they are open and responsive to watching advertising online. A couple of years ago, the Online Publishers Association released a study showing that video is the most powerful online creative format. The study found that more than 40% of respondents watched online videos on at least a weekly basis and over 70% watch at least monthly. Of course, these viewer rates have increased and will continue to increase. As marketers, our new challenge is to capture the consumer’s attention and hold it with video that works on the web. We can, and do, gain value from running the same (or shortened) spots that are produced for TV. But, there is an opportunity to take broadband video to a higher level of performance.
Read more
Who Reads Anymore?
B2B Marketing and Sales, Content Marketing, Inbound Marketing, Revenue GrowthCreative digital video should be in your media plan
Recently, Jim Schwantner and Amy Hunt joined the Revenue Architects team. Amy and Jim are highly experienced creative marketers – their specialty is creating creative digital video to drive communication and brand velocity. This blog post blends our collective thinking and suggests the mandate for building creative video into your digital marketing and PR strategies.
You can drive market velocity with creative video content. As humans, we are wired to consume moving visual images. Now that we are inundated with content, we value video communications as a preferred medium to learn and engage. On TV, 90% of us who can fast-forward through commercials will do it, but we voluntarily watch a staggering number of videos online. Computers and handsets win a bigger “share of screen time” every day. Online is the new primetime, with 19.5 billion videos viewed… per month and over the next two years, it is estimated that companies will grow online video spend 300%. Video needs to be core to your PR and marketing content plan.
Creative digital video makes relationships and real accountability possible. TV advertising delivers your message to the mass audience and is about impressions: millions are watching “Good Morning America” or “Ugly Betty,” and you can buy the right to interrupt them. Online video is about relationships… with your idea, your cause your brand.
However, static corporate talking points and blah-blah-blah words don’t cut it now. You need creative video content to capture audience interest and intent. With digital video, viewers initiate the interaction, and you can measure time spent with you, and you can guide them to take action. Two of the video models we create are Explainer Videos and Documentary Branding.
Explainer Videos
The Explainer Video is powerful tool in the translation of otherwise complex ideas into a clear and memorable engagement for the viewer.
Explainer videos are ideal treatments for new products and key moments in the evolution of an organization. The Explainer Video speaks to the reality of how we all have come to rely on visual presentation across all phases of professional and personal communications. The B2B customer requires both the specificity of traditional longer form business communications and the impact of content delivered across all the media they encounter in home, in office and in between.
Documentary Branding
Documentary Branding is defined as the space where credible ideas about corporations and their brands are likely to emerge in the future. Consumers are increasingly mistrustful of the images, motives and representatives of large corporate entities. The idea of Documentary Branding is to offer a perspective on the brand that emanates from a broader population of employees and spokespeople and customers that are presented in real situations speaking candidly about the companies they work for.
The subjects of Documentary Branding in the hands of a skillful director can deliver a deliver a disproportionately significant influence on the way people perceive brands and situations.
So, how do you take full advantage of creative digital video? You will need true creative leadership to get this right… blended with the business approach to connect outcomes with clear business metrics. See more at this link.
Marketing Automation – Sounds Too Easy
Inbound Marketing, Revenue Growth, Technology & WebsitesIs “Marketing Automation” an Oxymoron?
I like the term “Marketing Automation” – sounds great…. This is going to automate my world of Internet visibility, demand management, lead generation – fantastic. I will simply plug in a trusty CRM tool like Eloqua or Marketo, hook it into my salesforce.com application… and – like magic – next week, the leads will start to poor in. Right?
I don’t think so….
Marketing Automation is incredible technology. I love it! However, I see it as only a small part of the overall solution. There are two broad elements of the category according to Wikipedia – demand generation and marketing workflow automation. I think the workflow automation part is pretty nice to have… taking care of repetitive tasks with software tools… But it takes a lot more than technology to get it right. Demand generation also requires a lot more than automation. What are the underlying values of the brand experience? The offer? Actually, using the software is a very small part of what makes integrated marketing and sales successful. There are a lot of questions to consider.. here are just a few:
Read more
Use Digital PR to expand Public Relations Impact
Inbound Marketing, Revenue Growth, SEO, Social MediaDigital PR takes advantage of the viral web to expand visibility and syndication across traditional media, new media and the end audience.
The traditional PR approach is focused on direct media relationships to drive exposure opportunities and influence brand/message awareness. Typically the approach targets known relationships within traditional media. An effective traditional media program remains a critical engagement strategy – particularly in highly regulated industries where compliance and regulatory constraints limit the full adoption of social media and internet outreach. However, the traditional approach is no longer adequate. With the advent of digital, we see a fundamental shift in media and news consumption. We are moving from information push to information pull. Information consumers can now use search engines and RSS readers to filter, manage and control the content they see. To succeed, today’s PR leaders must engage both traditional media influencers and the new influencers like bloggers, forums and communities across social networks.
An effective PR strategy must incorporate Digital PR. Digital PR takes advantage of the viral nature of the web to expand visibility and message syndication across traditional media, new media and the end customer audience. Below is a quick checklist of what you might consider in your PR strategy and plans. The list is based on how we at Revenue Architects approach building a Digital PR capability with clients:
Digital PR Strategy
Digital PR Delivery
Digital PR
Revenue Growth, SEOThe traditional PR approach is focused on direct media relationships to drive exposure opportunities and influence brand/message awareness. Typically the approach targets known relationships within traditional media. An effective traditional media program remains a critical engagement strategy – particularly in highly regulated industries where compliance and regulatory constraints limit the full adoption of social media and internet outreach. However, the traditional approach is no longer fully adequate.
With the advent of digital, we see a fundamental shift in media and news consumption. We are moving from information push to information pull. Information consumers use search engines and RSS readers to filter, manage and control the content they see. To succeed, today’s PR leaders must engage both traditional media influencers and the new influencers across social networks. An effective PR strategy incorporates digital strategies and takes advantage of the viral nature of the web to expand visibility and message syndication.
Must See Video – Social Media Revolution
Inbound Marketing, Revenue Growth, Social MediaIf you are exploring Social Media and trying to understand the impact it is having on media and business, check out this video on YouTube. (adjust your volume)