This article is about; well you guessed it, video. I’m a massive fan of multimedia, and any form of combining text, audio, still images, animation, interactive content forms and most importantly, video.
The Chairman of the Newspaper Association of America stated "as newspaper penetration falls... the culture itself moves from textual to visual literacy”.
Wikipedia will tell you that “video recorders were sold for $50,000 in 1956, and videotapes cost $300 per one-hour reel”. That’s a barrier to entry right there.
It’s no surprise that advances in technology have eliminated (nearly) all barriers and allowed, practically anyone, to capture, store, edit and transmit video clips from multiple devices to each and everyone.
Combining the lowered cost of production with the rise and availability of multiple platforms and channels, it’s clear that video is ripe with possibilities.
I recently read a great article by Ashley Friedlein, ‘Why a Chief Digital Officer is a bad idea’. While I completely respect his opinion, I do disagree.
Ashley Friedlein is the CEO and Co-founder of Econsultancy. He is a great author, highly successful entrepreneur and digital catalyst.
I have enjoyed much of his ideas, knowledge and rhetoric. I was prompted to be a signatory on his ‘Modern Marketing Manifesto’, and I encourage all digital enthusiasts to do the same.
Einstein said, 'Technological progress is like an ax in the hands of a pathological criminal'.
Albert Einstein died in 1955, the year before the videocassette recorder was even invented.
While technology covers a plethora of tools, machines, techniques, crafts and systems. I wonder if even the smartest of cookies like Mr Einstein, would be as surprised as I am with the progression of digital technology, the associated hardware tools and marketing techniques that make up the world today, as we now know it.
We are in the age of the customer, a time where technology is changing the way customers engage with our brands.
In each industry vertical, many competitors are taking advantage of the continual emergence of new channels, platforms and touchpoints. Through these touchpoints, relationships are established and nurtured, in turn, engagement and loyalty is increased.
At each touchpoint is some form of content, so the only way to compete in the age of the customer is to evolve with a content marketing strategy.
The combination of understanding the modern day purchase funnel and facilitating a comprehensive content marketing strategy is the key to building brand loyalty in the age of the customer.
Being heard in the noisy age of the customer equals engagement opportunity, and engagement leads to conversion.
Marketers want various goals out of a content marketing strategy, such as; awareness, retention, acquisition and lead generation, but all digital roads lead to Rome and Rome is revenue. So what is there to understand and where do we start?