Google has, for years, made no secret of its enthusiasm for blended search results, and for video in particular. But its repeated message is that organisations must focus first and foremost on audience.
The name of the game in video marketing best practices should be delivering first-rate video experiences to real people, rather than focusing on quick tricks to boost discoverability.
The ultimate differentiator for businesses isn't product or brand. It's the one thing that can't be copied or stolen: relationships with customers.
Retail has long known that. Astute retailers covet their relationships through personalization and targeting and approachable, consistent, authentic salespeople.
That's because, as people, we know how to form relationships really well in the physical world. We can see each other's face, we can hear voice rising and falling, we can see body language. Only we aren't doing that in the digital world.
Rather, marketers are simply using digital as another distribution channel when what people really want (it's a basic human need) is what they get in the physical world from businesses: a relationship.
Therefore digital marketing, by focusing on distribution of messaging rather than forming relationships, is lost in translation.
For years, video has been a pain in the bottom. Video production companies know it, and they charge handsomely for it.
Increasingly, start-ups are trying to disrupt professional video production, to provide an easy solution for marketers to create their own none-too-shabby work.
Moovd is the latest of these companies, and turns text into animated text videos. Try it yourself, you can make videos in a few seconds (I've been making childish videos all morning).
Chipotle’s recent financial results have revealed a successful third quarter of 2013 as compared to the third quarter of 2012, with revenue increased 18.0% to $826.9 million.
With the notorious scarecrow ad (and downloadable song and game and all round worthy cause) released on September 12th, it’s conceivable that the last three weeks have played a part in the strong financial performance.
The scarecrow video was released solely online, and has been viewed 7m times on YouTube. There’s a nice responsive microsite for the ad and game, too. ‘As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its U.S., Canada and UK locations.’
Never has a scarecrow started such debate. You can watch the ad below, and the delicious Funny Or Die parody.
The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.
And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.
In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.
Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.
We'd all like to produce videos that convey our complicated product or brand but don't cost the Earth. Without a background in rich media, it's time consuming to create a animated video or shoot and edit your own footage.
Moovly aims to make this easier and allows the easy creation of simple animated videos. I spoke to the team to find out more about the service.
As we've just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.
If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.
The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.
With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.
Vine is beautiful. It costs nothing but time, it rewards creativity, trial and error, and patience. Many brands have made great use of Vine, and the medium is magic when its potential is realised.
So we thought we'd see what we could get our audience to create, to promote the Festival of Marketing, where Ian Padgham, Professional Viner, is one of the many speakers at our PUNCH event, just one part of a packed week.
We're giving away some Festival passes, and some tickets to Marketing Frenzy, the week's showstopping party at Fabric in London.
So without further ado, here are our first winners. We've still got some tickets to give away, so send in your entries and we'll do another roundup next week.
How would you like to be plastered over the Econsultancy blog and win a Festival of Marketing pass or a ticket to the wrap party?
We're giving you the chance to make a vine referencing the upcoming Festival of Marketing and win a ticket to the whole festival (worth £495) or the Marketing Frenzy party at Fabric in London.
Read on for the rules and get vining!
If you don’t know about the festival (where’ve you been?) check out the main events and the Fringe and Frenzy on the Festival of Marketing website.
When it comes to talking social video, the buzzword on most people’s lips is usually ‘viral.’ But viral and social video are two different breeds and naturally, so are viral and social marketing.
While a viral approach is about making a quick hit with content designed to become hugely popular over a short period, social video is about building an audience and establishing trust with that audience via word-of-mouth recommendations.