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The struggle for smart personalization

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Why Video Marketing?

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 Video Marketing

Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by HubSpot:

  • A video is projected to claim more than 80% of all web traffic by 2019.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • According to YouTube, mobile video consumption grows by 100% every year.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.
  • Digital marketing expert James MvQuivey estimates that a single minute of video content is the equivalent of 8 million words.

Five Smart Reasons To Start Using Video Marketing

As one of the fastest-growing and most in-demand forms of marketing out there, video marketing stands out as one thing all marketers should be using right now. Here are the top five benefits of video marketing:

  1. Video content promotes brand recall.

According to HubSpot, 80% of customers remember a video they’ve watched in the last month. One of the biggest strengths of video marketing is that it’s highly visual and auditory, which means it’s easier for many users to remember than text-based content. When customers remember your video marketing content, they also remember your brand, which translates to more sales and leads for you. What’s more, customers typically like to share videos they enjoy, which can expand your online reach.

To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy. This means keeping colors, fonts, logos, and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognize the style and format of your brand’s videos online.

  1. Video marketing can boost your site’s SEO.

65% of business decision-makers visit a marketer’s website after viewing a branded video. It’s clear that quality and relevant video marketing content can dramatically improve your site’s SEO by driving people to your homepage. Additionally, video can enhance your conversion rates: HubSpot reports that 39% of business decision-makers contact a vendor after viewing a branded video.

By adding video to your landing pages, website and content offer, it’s easy to improve your company’s SEO value and improve your click-through rates across the board.

  1. Video content performs well on all devices.

Today, one of the biggest trends driving the digital marketing world is a responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.

  1. Video marketing can help strengthen your brand message.

When you use online video in your digital marketing strategy, you have the perfect opportunity to enhance your brand’s message and drive your company persona home. Through simple features like design and branding, to more advanced features like voice and content, video marketing is the ideal tool to strengthen your brand identity and make sure that your customers know who you are.

  1. Video content wants to go viral.

It is estimated that 92% of people who consume mobile videos share them with other people. This is a massive portion and is higher than the share rate of many other types of content out there. Simply Measured discovered that video is shared 1.200% more than both links and text combined. Also, 60% of viewers will engage in a video post before a text post, according to Diode Digital. Because of this, video content is a powerful tool for any brand that wants to expand its reach online or enjoy wider audiences.

Video Marketing: A Valuable Content Approach For 2018

Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach content marketing in 2017 and beyond. Video marketing is an incredible way to create content that is personal and has a real impact on your audience. It has an incomparable ability to create emotion driven sales – and sales are always personal on some level. Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.

Based on Matt Bowman’s article.

Just have a look at few of our business advertising videos and talk to us about yours:

 

 

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Why personalized video marketing?

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Three benefits.

 

 

Who doesn’t enjoy that feeling of walking into a shop and being recognized, welcomed and treated as an individual?

We appreciate the familiarity when the sommelier remembers our favorite grape or a regular supplier unexpectedly sends a little extra on our birthday.

We all relish the personal touch, and this is no less the case when it comes to the marketing we are subjected to online.

If you were to stop and take stock at the leaps and bounds made in personalization over the past decade or so, you couldn’t fail to be impressed.

Five years ago, the most you could expect was a message that made a website visitor feel like they were being spoken to, with phrases like ‘Glad to have you back’ being used to develop a ‘relationship’.

If the personalization was particularly advanced and could work out who you were based on a sign-in or a browser cookie, then perhaps the message might even have been so forward as to have extended to first name terms: ‘Glad to have you back, Tom’.

Never mind the fact you were Mandy, and just happening to be using Tom’s computer. It was still kind of nifty.

These days with the wealth of implicit and explicit customer data available to marketers, the opportunities afforded by personalization have changed beyond recognition.

Particularly in e-commerce, personalization has been not just limited to welcome messages, but product recommendations: ‘if you liked this product, try these’.

 

In other industries, brands such as C-Spire are using social mining and tracking individual’s reading habits to make useful personalized content recommendations to keep them engaged onsite for longer.
As we progress towards the exhilarating world of ‘the Internet of Things’, manufacturers and developers are finding ingenious ways to make a customer’s experience of a product or service become more personal.

Whether it is with Nest, the thermostat that learns the behaviors of the homeowner and adjusts the temperature preemptively or Virgin Air’s in-flight customization, including vending machines that recognize you.

 

60% of customers online prefer it if an online store remembers their contact details and purchase information. A large swathe of e-commerce customers want that store to retain all of that personal information, and they expect to receive a personal service that recognizes them and how they shop.

Fantastic news if you are already talking to your customers in a personalized and relevant way. It is a problem though if you are not.

What marketers are not doing

The vast majority of marketers are fully aware of the benefits of personalization. They know full well that personalizing the website and, by extension, the other brand touchpoints, for customers makes for a better experience, and that all marketing is good marketing if it has the personal touch.

As Econsultancy’s research shows, 74% of marketers know that personalization increases customer engagement. Curiously then, the same study highlighted that only 19% of marketers are actually using personalization.

Perhaps it would do to briefly re-examine three benefits of personalization:

Personalization increases conversions

Personalization demonstrably increases conversions. After it’s joint venture switchover in 2011, Co-operative Travel has seen a 95% increase in visitors and 217% increase in revenue once it started implementing personalization on its website.

Similarly, BMW netted a cool $500,000 in revenue by personalizing MMS messages to 1,200 customers in the US, improving conversions by 30%.

Personalization improves customer retention

It’s one thing to improve conversions, it’s another to increase recurring conversions, advocacy, and retention. Econsultancy’s research showed that post-purchase loyalty programmes which contained personalized offers were one of the most important factors in encouraging repeat purchase.

This is hardly surprising. Customer retention is built on relationship and familiarity, two things that personalization both facilitates and is predicated upon.

Personalization makes your marketing useful

There is an overload of content, products, and services out there. By providing a personalized experience, particularly one that is predictive rather than reactive, brands have a real opportunity to provide much-needed utility in an increasingly noisy world of choices.

The vast majority of marketers are fully aware of the benefits of personalization. They know full well that personalization onsite – and across other brand touchpoints – makes for a better customer experience, and that good marketing can be made better with the personal touch.

Although personalization may seem gimmicky at first, there is no doubt that doing it well helps consumers navigate a noisy world in a relevant, helpful and, ultimately, profitable way.

Andrew Davies is co-founder and Director of idio and a contributor to Econsultancy.

Feel free to contact us and order a video for your business now:


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7 Must-Know Tips for Hiring a Digital Marketer

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                             Digital marketer tips for business owner

These seven tips are designed to make your digital marketer hiring process quick and painless and to bring you the best return on your investment.

1. Understand the difference between a marketing expert and a media expert.

Simply put, media is about creating and marketing is about analyzing. Media experts will create promotional materials to send into the digital space and marketers will analyze the data signifying whether these materials had any real benefit. Although top candidates will possess skills in both, these candidates will typically come with a much higher price tag.

2. Personal social media accounts matter.

Many professionals actively censor their personal social media accounts for fear that potential employers might search them and be turned off by what they find. Good social marketers understand this, but take it one step further: instead of censoring their social media accounts, they curate them. They have thriving accounts on multiple channels, filled with thoughtful posts and a high level of community engagement. They want you to find these channels so that you can see that they are already an experienced expert in the social space.

If you are deciding between two candidates and one has 1,000 Facebook friends with 10 plus likes per post, and the other has 200 friends and only posts once a month, your decision is pretty easy — isn’t it?

3. Hire a candidate who is memorable.

Good marketing copy is memorable — it makes an impression on the viewer. Good marketers will make an impression on you with their personality and public conduct. It might be a way of dressing, a way of speaking, a unique set of mannerisms and body language or something even more nuanced and subtle. Whatever it is, if a candidate makes an impression on you so that they stick out in your mind after all your interviewees have left, they are probably a good option.

4. Hire somebody who can write.

Digital marketing involves a lot of writing and, in terms of the marketing battlefield, digital marketers are on the front line. Although certain skills in the marketer’s repertoire can be learned, writing is something that should come naturally. Hire a digital marketer who is capable of quickly producing thoughtful, engaging, bulletproof copy that they can safely distribute to the public at their discretion.

5. Ask them what they love to do.

This is true for most professions, but for digital marketers it is especially important. Digital marketers must be actively engaged online with a high level of energy and excitement for what they do — this excitement is what breeds compelling marketing copy. They need to be enthusiastic, willing to take risks and able to embrace change. They need to be braced for failure and be dynamic enough to turn every failure into a new success. If your digital marketer isn’t in love with the important aspects of their job — reading, writing, learning, analyzing and experimenting — these traits just will not rise to the surface.

6. Understand what you are hiring them to do.

Are you looking for a graphic designer, a web developer, a blogger, an analytics expert or a community manager? Despite what many recruiters seem to believe, these are mutually exclusive and valuable skill sets. You can’t just hire an Internet savvy university graduate and expect them to act as a one-person digital marketing department. Hire somebody to perform a specific, predefined set of duties and be prepared to offer them support with the rest.

For example, I learned early in my career to make it abundantly clear in job interviews that I enjoy reading and writing and am best suited to do these things. I’ve worked as a jack-of-all-trades before, and it’s exhausting. My manager took my concerns seriously and ensured me that I would have access to resources such as graphics, videos, photos etc., so that I could focus on doing what I do best. Needless to say, as I sit here writing this article, I am enjoying my job very much.

7. Make them work for it.

You’ve narrowed your job search down to a few candidates who fulfilled all of the requirements above. They are all enthusiastic and memorable, with great portfolios and strong writing ability — you’ve got a tough decision to make. Now it’s time to challenge them.

Ask each candidate to create a free account on Instapage and mock up a landing page specifying why they would make an excellent employee, or have them open a free WordPress.com site and publish a blog post detailing why you should hire them. The ideal candidate will do a great job, and they will do it quickly, and hiring them will be a no-brainer.

This article first appeared on Inman News. 

  New Article: How to form your Business Mission Statement on your website.

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