tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-08-24T09:35:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-08-24T09:35:00+01:00 2016-08-24T09:35:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68175 2016-08-18T15:17:12+01:00 2016-08-18T15:17:12+01:00 Will Facebook’s artificial image creation solve our stock photo woes? Dr Janet Bastiman <p style="text-align: justify;">Imagine if you could find the image you have in your head, immediately, without having to search through your content library?</p> <p style="text-align: justify;">What if there was a way to search for your image online in real time? Where you could just describe what you wanted and a perfect high-definition image was returned to you within seconds? </p> <p style="text-align: justify;">While we are able to imagine any situation, we currently rely on manual photo manipulation to turn this into an image that we can share.</p> <p style="text-align: justify;">But could we get to a point where we ask our computer: “Show me a picture of me riding a bicycle on Mars,” and a realistic representation is produced?</p> <p style="text-align: justify;">That’s why marketers value creative photographers so highly.</p> <p style="text-align: justify;">And there is no doubting the value a modern genius like Rankin has brought to campaigns as celebrated as Dove’s major worldwide hit campaign ‘Real Women’.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8209/rankin_dove.jpg" alt="" width="700" height="362"></p> <p style="text-align: justify;">Some of the most exciting research I have seen in this area is coming out of the Facebook Artificial Intelligence Team and is based around artificial image creation. </p> <p style="text-align: justify;">Facebook’s team is trying to create 100% computer-generated images that fool humans into thinking that they’re real. </p> <p style="text-align: justify;">In 2015, Facebook published some <a href="http://arxiv.org/pdf/1506.05751v1.pdf">results</a><a title="" name="_ednref1"></a> which indicated that it could create very small images (64x64px) of landscapes from a random 8x8px grid. </p> <p style="text-align: justify;">When those images tested alongside real images downscaled to the same size, the artificial images were judged to be real 40% of the time by the test panel. </p> <p style="text-align: justify;"><img style="vertical-align: middle;" src="http://janjanjan.uk/wp-content/uploads/sites/4/2015/06/Facebook-Deep-Generative-Image-Models.jpg" alt="Facebook artificial images" width="780" height="425"> </p> <p style="text-align: justify;">Earlier <a href="https://arxiv.org/pdf/1511.06434.pdf">this year</a><a title="" name="_ednref2"></a>, the team built on their earlier success by generating more complex scenes, including bedrooms.  </p> <p style="text-align: justify;">While the images were still very small, they do look very realistic as the examples above show and it feels like we are on the edge of a breakthrough in this field.  </p> <p style="text-align: justify;">Personally I expect within the next 6-12 months we’ll start to see images at a larger resolution and slowly there will be the ability to create a realistic image from a text description.</p> <p style="text-align: justify;">There is no doubt that this is a very exciting area of research and, while it is a few years away from practical application, it’s something we should watch closely. </p> <p style="text-align: justify;">Until then I don’t see any immediate move away from human-generated content.</p> <h3 style="text-align: justify;">User-generated content</h3> <p style="text-align: justify;">One of the best ways of currently finding an image for your campaign that resonates with your target audience is by using user-generated content (UGC).</p> <p style="text-align: justify;">UGC is one of the most trusted forms of marketing; from YouTube stars promoting products to companies paying people to push their content on social media, this is a form of marketing that actually drives measurable sales.</p> <p style="text-align: justify;">UGC is more trusted and more effective for a company than traditional advertising and with new methods popping up all the time, it looks set to continue.</p> <p style="text-align: justify;">Using on-open live UGC in email can result in a 43% increase in click-through rates, up to 3x conversion rate improvement, and 86% consumer trust rating as an indicator of product/service quality.</p> <p style="text-align: justify;">Studies show that UGC is 50% more trusted than any other content<a title="" name="_ednref3"></a> and, combined with brand content, can result in a more authentic, personalised and connected <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a>.</p> <p style="text-align: justify;">One large brand already using UGC in their summer email and social campaign <em>#myholidayhabits</em> is Teletext Holidays, the UK’s longest established digital travel agency in the UK, with nearly 300,000 customers last year.</p> <p style="text-align: justify;">Kelly Maher, Head of CRM at Teletext Holidays explains: “Since using UGC, we have seen an unprecedented 2x increase in customer engagement in our campaigns.</p> <p style="text-align: justify;">"My team and I are now able to use up-to-the-second user generated content from all major social channels including Facebook, Instagram, Pinterest and Twitter to populate our emails with truly personalised, highly engaging content for every user on-open.”</p> tag:econsultancy.com,2008:BlogPost/68163 2016-08-10T15:55:53+01:00 2016-08-10T15:55:53+01:00 B2B healthcare marketers are struggling with content marketing efficacy Patricio Robles <p>Over half (58%) of the respondents in the <a href="http://www.medtechmedia.com/files/resource_central/MarketingSolutionsInfographic.pdf">2016 HIMSS Media Content Marketing Survey</a> indicated that their top priority was lead generation.</p> <p>However 41% stated that content production is a big challenge and 26% said they struggle to produce engaging content.</p> <p>Another 22% revealed that they are challenged to measure the effectiveness of their content marketing efforts.</p> <p>Despite these impediments, well over three-quarters of B2B healthcare marketers (89%) intend to produce the same amount or more content this year.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7848/hcb2b2-blog-flyer.png" alt="" width="470" height="264"></p> <h3>Content marketing as a long game</h3> <p>By planning to increase content production when the vast majority don't believe their content marketing efforts are highly effective, B2B healthcare marketers are potentially setting themselves up for failure.</p> <p>As Chris Sheen, head of marketing at SaleCycle, detailed, <a href="https://econsultancy.com/blog/67475-why-80-of-salecycle-s-b2b-content-marketing-failed">80% of his company's B2B content marketing failed</a> until it decided to "focus less on the number of blogs we’re posting and more on the impact of those blogs themselves."</p> <p>The apparent lack of efficacy achieved by B2B healthcare marketers might be a result of unrealistic expectations and a misunderstanding of where content marketing fits into the overall marketing mix.</p> <p>While the majority of the marketers who responded to the HIMSS Media survey are focused on lead generation, just 17% and 15% are prioritizing thought leadership and brand awareness, respectively.</p> <p>Even fewer (7%) have prioritized lead nuturing.</p> <p><img src="https://assets.econsultancy.com/images/0007/7847/hcb2b1.png" alt="" width="291" height="344"></p> <p>But lead generation, particularly in B2B markets, is rarely a quick process that results from interaction with a single piece of content.</p> <p>Instead, lead generation is more likely to occur after repeated interactions with content that establishes expertise and brand awareness. </p> <p>As CIO.com's Paddy Padmanabhan <a href="http://www.cio.com/article/3104123/healthcare/healthcare-tech-firms-your-content-marketing-isnt-working.html">points out</a>: </p> <blockquote> <p>The HIMSS survey clearly points to a chasm that exists today between content marketing goals and the effectiveness of content marketing programs.</p> <p>Unfortunately, launching a content marketing program this quarter is not going to help meet your quotas for this quarter.</p> </blockquote> <p>That's especially true for B2B healthcare marketers, many of whom face more complicated, longer sales cycles, making their challenges with consistent and compelling content creation all the more problematic.</p> <p>Fortunately, <a href="https://econsultancy.com/blog/65518-six-examples-of-interesting-content-from-boring-businesses/">it's possible for content marketers in "boring" industries to create compelling content</a>, and the <a href="https://econsultancy.com/blog/67775-six-common-reasons-content-marketing-campaigns-don-t-perform">common content marketing mistakes that kill efficacy</a> are avoidable even in difficult markets.</p> <p>So B2B healthcare marketers that are realistic about their programs do have the potential to achieve their goals.</p> tag:econsultancy.com,2008:BlogPost/68164 2016-08-10T14:17:35+01:00 2016-08-10T14:17:35+01:00 Publishers turn to video to offset organic reach drop on Facebook Patricio Robles <p>Both changes have the greatest potential impact on brands and publishers which, according to social media publishing platform provider SocialFlow, saw their reach per post on Facebook <a href="http://www.adweek.com/socialtimes/socialflow-media-reach-facebook-study/640587">drop</a> by a whopping 42% between January and May. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7850/socialflowmediafbreachperpost-blog-flyer.jpg" alt="" width="470" height="257"></p> <p>As publishers using SocialFlow observed the effects of Facebook's changes, they upped the amount of content they posted to the social network, to no avail.</p> <p>But it appears that some publishers have found a reprieve of sorts from Facebook's News Feed updates in the form of video content.</p> <p>As <a href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">detailed by</a> Marketing Land's Tim Peterson, a number of publishers, including Thrillist and PopSugar, have found that they can offset the reach declines by focusing on video.</p> <p>Eric Ashman, Thrillist's president, told Peterson:</p> <blockquote> <p>Our reach has gone up a ton. I do think video has been a massive part of that.</p> </blockquote> <p>Chris George, PopSugar's SVP of product marketing, quantified the reach gains his company has achieved thanks to video.</p> <blockquote> <p>People like PopSugar are playing to the strengths of what Facebook is prioritizing. We’ve seen an increase in organic reach from January to July of about 10 percent.</p> </blockquote> <p>George also reported that PopSugar's daily engagement with posts was up 17% during the same period because of the increased focus on video.</p> <p>According to SocialFlow CEO Jim Anderson, Thrillist and PopSugar aren't exceptions.</p> <p>Anderson revealed that in looking at 1.5m monthly posts published through his company's platform, video posts delivered eight times the reach and 12 times the number of shares as non-video post types.</p> <p>"Video is the type of post that performs best by far," he stated.</p> <h3>Not a panacea</h3> <p>The fact that video content is performing so well on Facebook isn't surprising.</p> <p>The company has been emphasizing video of late, and Nicola Mendelsohn, Facebook's VP for EMEA, has even gone so far <a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know/">as to predict</a> that the social network would "probably" be "all video" in the next five years.</p> <p>Mark Zuckerberg has himself been intimately involved in <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, and the company has <a href="http://www.wsj.com/articles/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472">reportedly</a> spent more than $50m to get publishers and celebrities to post video content using Facebook Live.</p> <p>Brands and publishers have been quick to adapt to video on Facebook, which is defined by <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>, and despite the challenges of livestreaming, <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live">some are already using Live to great effect</a>.</p> <p>But is video a long-term solution to organic reach woes? Brands and publishers might not want to bet <em>yes</em> for a few reasons:</p> <ul> <li>As more and more brands and publishers embrace video, competition will increase and standing out will become more difficult.</li> <li>Facebook can update its algorithm at any time. While video seems to have an advantage today, perhaps intentionally, once Facebook achieves its goal of increasing the volume of video content posted, it could easily scale back any video ranking boost.</li> <li>The production of compelling video content can be more difficult and costly, and therefore many brands and publishers will be limited in just how much they can create. For instance, despite its success, video posts still make up less than a third of PopSugar's Facebook content.</li> </ul> <p>Brands and publishers do have some ability to hedge their bets. For example, more are turning to <a href="https://econsultancy.com/blog/68078-automated-video-considerations-for-publishers-and-advertisers">automated video</a> to increase video content production without breaking the bank.</p> <p>But with Cisco <a href="https://econsultancy.com/blog/67821-social-quarterly-report-q2-the-five-video-trends-to-watch">predicting that 80% of all internet traffic will come from video by 2019</a>, brands and publishers shouldn't expect video to offer an advantage forever.</p> <p>Instead, they should expect that a viable <a href="https://econsultancy.com/blog/65178-the-four-pillars-of-an-effective-online-video-strategy">video strategy</a> will be a necessity just to compete in the very near future.</p> tag:econsultancy.com,2008:BlogPost/68143 2016-08-08T16:07:00+01:00 2016-08-08T16:07:00+01:00 Will native video on LinkedIn be a boon to B2B marketers? Patricio Robles <p>Last week, LinkedIn <a href="https://blog.linkedin.com/2016/08/02/your-linkedin-feed-is-coming-to-life-with-videos-from-linkedin-i">announced</a> that it is launching its first foray into video in the form of 30-second videos from LinkedIn Influencers, a group of hundreds of "the world's foremost thinkers, leaders, and innovators" who are hand-picked by LinkedIn to publish content on its platform.</p> <p>LinkedIn's Jonathan Sherman-Presser explained, "When an Influencer you follow posts a video, that video will appear directly in your feed.</p> <p>From there, you can dive in to see what other Influencers have to say about that topic, weigh in with a comment, and respond to comments from other members."</p> <p>Initial content includes a video in which Guy Kawasaki, an early Apple employee, marketing expert and investor, answers the question, "What's the #1 thing founders should avoid doing in a pitch meeting?"</p> <p>And LinkedIn's co-founder and executive chairman, Reid Hoffman, posted a video answering the question, "What is the first thing in your office AI will take over?"</p> <p>Initially, LinkedIn is only giving Influencers the ability to post videos, but Sherman-Presser told TechCrunch that access to video functionality will likely be rolled out in the future.</p> <p>That, of course, could be a boon for B2B marketers who have fewer strong third-party distribution platforms for video content than their B2C counterparts.</p> <p>While there's nothing stopping B2B marketers from creating and distributing video content through Facebook, Twitter, Instagram, YouTube and similar networks, unlike LinkedIn, these networks are far more consumer-focused and it's hard for B2B marketers to create content that can stand out and compete in these channels.</p> <p>After all, <a href="https://econsultancy.com/blog/67701-12-best-branded-instagram-videos-from-march-2016">the type of videos B2C marketers regularly publish on Instagram</a>, for instance, are pretty cool.</p> <p>LinkedIn, with its professional focus, is on paper the perfect channel for B2B video content and B2B marketers should start prepping for the day when LinkedIn fully embraces video.</p> <h3>Strategy, quality and emotion still count</h3> <p>But B2B marketers shouldn't delude themselves into believing that they won't have to develop a strong video content marketing game to compete in a B2B channel like LinkedIn. They will.</p> <p>That starts with strategy and understanding what they're trying to achieve. For example, as Lucy Dawson, Digital Content Executive at Lloyd's of London, <a href="https://econsultancy.com/blog/11027-lloyd-s-of-london-s-lucy-dawson-on-b2b-and-social-media">explained</a>, "Our social media tactics tend to focus on thought leadership and education."</p> <p>And when it comes to the content itself, because it's B2B and not B2C <a href="https://econsultancy.com/blog/67302-b2b-video-marketing-five-tips-for-better-results">doesn't mean marketers have an excuse to be boring</a>. At a minimum, B2B video content should provide ample value in the form of expertise or advice.</p> <p><a href="https://econsultancy.com/blog/10561-six-tips-for-great-b2b-videos">It should also</a> have high production quality, be creative and wherever possible, strive to create some sort of emotional connection with viewers.</p> <p>In short, it's important for B2B marketers to remember that the people they're targeting are also consumers when they get off work, and their exposure to high-quality, emotional B2C video content on the web is likely to influence their expectations for B2B video content.</p> <p>So while marketers may soon have an attractive third-party channel through which to distribute B2B video, the channel will probably only be as productive as their content is useful and compelling.  </p> tag:econsultancy.com,2008:BlogPost/68142 2016-08-04T14:44:51+01:00 2016-08-04T14:44:51+01:00 Instagram Stories: what do marketers need to know? Patricio Robles <p>Here's what marketers need to know...</p> <h3>They are like Snapchat Stories, but (maybe) better</h3> <p>Instagram Stories are essentially a copy of Snapchat Stories, which <a href="https://econsultancy.com/blog/66015-eight-brands-experimenting-with-snapchat-for-social-marketing/">allow users to weave together a collection of photos and videos to create a narrative</a>. Instagram co-founder and CEO Kevin Systrom even publicly hinted that Snapchat was the inspiration for his company's newest feature.</p> <p>But some observers suggest that Instagram's implementation offers a better user experience.</p> <p>For instance, TheNextWeb's Owen Williams <a href="http://thenextweb.com/opinion/2016/08/03/everyone-says-instagram-stories-copied-snapchat-but-its-got-a-killer-feature/">wrote</a>, "Instagram took [Snapchat's] confusing interface and did what it’s always done best: Made it useful to the masses, with a number of improvements that make it far more enjoyable to use." </p> <p>If Williams is right, Instagram Stories could bring Snapchat-like storytelling to an even broader audience.</p> <p>Already, as AdAge <a href="http://adage.com/article/digital/instagram-stories-appeal-snapchat-brands/305317/">reported</a>, a Story published by Nike racked up 800,000 views in its first 24 hours according to its social media agency, Laundry Service. The iconic shoe brand's top video on Snapchat generated less than a tenth of that.</p> <p><img src="https://assets.econsultancy.com/images/0007/7738/Screen_Shot_2016-08-04_at_14.42.36.png" alt="instagram stories" width="591" height="347"></p> <p><em>Image via Instagram blog</em></p> <h3>Stories are temporary, but...</h3> <p>Like Snapchat Stories, Instagram Stories have an expiration date; they go away after 24 hours.</p> <p>Obviously, the ephemeral nature of Stories is a limitation for marketers, but this also creates opportunities for them to use Instagram and engage with their followers in new ways, such as posting more content and behind-the-scenes content for special campaigns and events.</p> <p>At a minimum, marketers can look at engagement metrics for content added to Stories (see below) to make more informed decisions about the content they post to Instagram generally.</p> <p>Instagram even makes it easy to take a photo or video that's part of a Story and publish it as a regular post, so marketers have a lot of flexibility to use content originally created for use with Stories beyond those Stories.</p> <h3>Filters are available</h3> <p>Filters are one of Instagram's most popular features, and they are available for use with content posted to Stories.</p> <p>Initially, seven filters are available, but it's likely that more will be added over time.</p> <h3>Measuring engagement is different</h3> <p>Stories don't have likes or public comments. These are popular metrics by which brands measure engagement on Instagram, so brands using Stories will need to be prepared to measure engagement differently for this content format.</p> <p>Fortunately, Instagram is giving marketers the ability to see how many views their Stories have racked up, and which specific users have viewed them, so they won't be without data.</p> <h3>Marketers can expect ad offerings to follow</h3> <p>Facebook has become a social media monetization machine, generating over $6bn in ad revenue last quarter.</p> <p>Its monetization efforts on Instagram have been ramping up with offerings like <a href="https://econsultancy.com/blog/66314-instagram-carousel-ads-gain-traction-as-social-content-marketing-gets-more-visual/">carousel ads</a>, and it probably won't be long before Instagram rolls out formal ad offerings built around Stories that will give marketers even more ways to use the new feature to engage consumers.</p> tag:econsultancy.com,2008:BlogPost/68120 2016-07-27T15:05:03+01:00 2016-07-27T15:05:03+01:00 As TV ads lose their sway, pharma marketers need to adapt Patricio Robles <h3>"Ask your doctor if [drug name] is right for you."</h3> <p>As Rocco Albano, the VP of strategy and partnerships at Razorfish Health, <a href="http://www.mediapost.com/publications/article/280323/does-pharma-have-a-problem-with-ask-your-doctor.html">observes</a>, this call-to-action that pharma marketers have relied on for years makes perfect sense.</p> <p>It's easier for marketers to gain broad reach to consumers than it is to physicians, and physicians are the only ones who can prescribe their drugs to patients.</p> <p>But with consumer trust of pharma companies on the decline and increased calls for tighter regulation of pharma ads on the rise, it's no surprise that 30 and 60-second ads are persuading fewer and fewer consumers.</p> <p>Even so, pharma marketers continue to pour big bucks into television ads. As Albano notes, pharma marketers have increased spending on the medium by nearly a quarter this year, and nine prescription drugs alone are on pace to account for $100m of spend each.</p> <p>Ironically, despite the fact that pharma ads are not convincing consumers to talk to their doctors, the spend is justified by the internet. Albano explains...</p> <blockquote> <p>Another big reason TV advertising is still a key sales driver for pharma is the Internet. The vast majority of people exposed to a prescription drug TV ad that may be relevant to them will use the Internet first and foremost to get questions answered about a treatment before asking their doctor. </p> </blockquote> <p>Unfortunately for pharma marketers, <a href="https://econsultancy.com/blog/67653-millennials-open-to-pharma-ads-but-pharma-not-delivering-on-ux">they're not delivering on UX</a>, so when consumers turn to the internet, they're more likely to use and trust information published by third parties, including WebMD and health systems like the Mayo Clinic.</p> <p>That means that pharma marketers are largely missing out on the opportunity to interact with consumers throughout their journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <h3>Is an even bigger challenge looming?</h3> <p>Pharma marketers could find themselves facing an even bigger challenge in the future.</p> <p><a href="https://cdn1.sph.harvard.edu/wp-content/uploads/sites/94/2016/03/STAT-Harvard-Poll-Mar-2016-Prescription-Painkillers.pdf">A STAT-Harvard survey</a> conducted earlier this year found that one in three Americans blame doctors for national opioid epidemic, suggesting that physicians themselves risk losing the trust of patients as it relates to how and why they prescribe medication.</p> <p>And physicians themselves are increasingly wary of pharma companies, as evidenced by the fact that <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">the American Medical Association supports a ban</a> on direct-to-consumer ads that pitch prescription drugs.</p> <p>Since they're the only ones capable of prescribing prescription medications, this dynamic presents an obvious threat to pharma companies. So how can they address it?</p> <p><a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">Better storytelling</a> could be key to helping the pharma industry restore its reputation, but ultimately, pharma marketers will need to change the way that they interact with consumers and physicians. That <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be/">could include tapping their proprietary data to supply physicians with information they're interested in</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4886/pharmadata.png" alt="" width="481" height="326"></p> <p>They should also look to <a href="https://econsultancy.com/blog/67831-electronic-health-records-ehrs-could-help-pharma-marketers-reach-doctors">electronic health records (EHRs)</a>, which are a channel through which pharma marketers have the opportunity to reach doctors at the point of care.</p> tag:econsultancy.com,2008:BlogPost/68078 2016-07-25T09:57:47+01:00 2016-07-25T09:57:47+01:00 Automated video: considerations for publishers and advertisers Patricio Robles <p>Consumers love video and advertisers can't get enough video ad inventory. As a result, publishers and media companies are increasingly doing whatever they can t<a href="https://econsultancy.com/blog/67958-if-video-is-the-future-of-the-internet-here-s-what-brands-need-to-know">o embrace video</a>.</p> <p>Historically, video production has been a costly undertaking. After all, creating compelling, high-quality video is far more involved than creating compelling, high-quality written content or photography.</p> <p>To address the consumer and advertiser demand for video while at the same time avoiding breaking the bank, publishers have turned to technology that is capable of churning out video content in a highly-automated fashion.</p> <h3>Wochit and Wibbitz</h3> <p>As <a href="http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0">detailed by</a> the New York Times, two companies, Wochit and Wibbitz, have come to take an early lead in the automated video production space.</p> <p>A wide range of publishers are making these companies' tools a big part of their online video strategies. One of those publishers is Tronc, formerly Tribune Publishing, which has newspapers such as the Chicago Tribune, Los Angeles Times and Orlando Sentinel in its portfolio.</p> <p>Tronc chairman Michael W. Ferro Jr. told the New York Times' John Herrman that his company is currently producing a "couple hundred" videos each day, but sees that number increasingly substantially. "We think we need to be doing 2,000 videos a day," he said.</p> <p>Such volume is probably impossible without automated video, and as automated video becomes a bigger and bigger source of video on the web, here's what publishers and advertisers should keep in mind.</p> <h3>How it works</h3> <p>Automated video platforms like Wochit and Wibbitz analyze input text content (eg. for a news story) and identify images and video clips that are related, typically from stock and video photography services.</p> <p>Through partnerships, Wochit and Wibbitz offer human voice narration, but fully-automated computer-generated voice-overs can also be used.</p> <p>Wochit and Wibbitz can also automatically caption the videos they assemble, important for creating videos that are suited for social channels that have <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">silent autoplay</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7283/automatedvideo-blog-flyer.png" alt="" width="470" height="265"></p> <p>For publishers that don't trust Wochit and Wibbitz to produce production-ready videos in a totally automated fashion, publishers have the flexibility to make their own edits and add their own content to videos before publishing. </p> <h3>Limitations</h3> <p>While adoption of automated video is growing significantly – major publishers that are clients of Wochit and Wibbitz include Hearst, Gannett, Time, CBS Interactive, Bonnier and The Huffington Post – automated video is not without its limitations. While consumers love video, they still have expectations around quality and it's hard to meet those expectations in a fully-automated fashion. </p> <p>According to USA Today's Chris Pirrone...</p> <blockquote> <p>The data came back very quickly that text-to-video alone, if you don't touch it, consumers can quickly recognize it is not a high-quality product.</p> </blockquote> <p>Even Wochit and Wibbitz agree: their tools are best used in conjunction with a human touch.</p> <p>But even with that human touch, publishers and advertisers need to recognize that the most compelling kinds of videos, which are emotional and tell powerful stories, are probably not going to come from an automated video platform any time soon.</p> <p>So video automation tools, while a potential contributor to the online video ecosystem, aren't a panacea and shouldn't be relied on too heavily.</p> <h3>Supply and demand</h3> <p>A bigger consideration for publishers and advertisers is the fact that automated video is going to change the supply and demand dynamics in the online video market.</p> <p>Since the beginning of the year, Wochit's clients have doubled the number of videos they're producing using the company's technology. That figure now stands at 30,000 videos a month.</p> <p>While consumers love video, <a href="http://www.businessinsider.com/internet-habits-are-bad-news-for-digital-media-2016-7">attention is finite</a> and the growing number of videos will make it harder for publishers to stand out. At worst, video in some content categories could be completely commoditized to the point that it isn't a point of differentiation with consumers and prices for ads drops significantly.</p> <p>At the same time, if the rise of automated video comes at the expense of truly original video, demand for original video content, including longer-form content, could increase as it becomes less common, benefiting publishers that continue to invest in its production and making it more expensive for advertisers looking to market their wares through non-commoditized video content.</p> <h3>Risks</h3> <p>The limitations of automated video, combined with the possible supply and demand effects, mean that adoption of automated video on a larger scale presents risks for both publishers and advertisers.</p> <p>For publishers, too much reliance on automated video could backfire, reducing the quality of the video content portfolios. Eventually, that could threaten a publishers' brands and leave them with audiences and ad inventory that are less valuable.</p> <p>For this reason, publishers should be strategic about how much of the video content mix they create using automated video tools. Specifically, they should consider focusing their use of automated video on channels for which this kind of content might be better suited, such as social platforms, where silent autoplay means short, captioned video content is more acceptable.</p> <p>For advertisers, the risk is that the ad inventory created by automated video won't be as high in value, and might even become of limited value if publishers oversaturate the market.</p> <p>For this reason, advertisers should recognize that video ad inventory is not all the same and make sure that they're not paying a premium for inventory that is not premium.</p> tag:econsultancy.com,2008:BlogPost/68044 2016-07-21T13:20:15+01:00 2016-07-21T13:20:15+01:00 Millennials don't hate advertising: It's all about the value exchange Dale Lovell <p>To paraphrase the singer Estelle, ‘<a href="https://www.youtube.com/watch?v=IylQeTYkA3A">1980 was the year that God made me</a>’ (well, I was born in March, 1980, so technically, I was ‘made’ in 1979). And as if to prove my millennial credentials: my undergraduate year was the first intake that had to pay university tuition fees in the UK.</p> <p>My 19-year-old student nephew is also a millennial. We sit pretty much at either ends of the millennial age-range. Our lives are completely different.</p> <p>I’m a daily commuter, run a business, have a mortgage, a wife and young child. I have early nights, Ocado deliveries and weekend trips to the park. He has all day drinking sessions, exams, girlfriends, lie-ins and all-night parties.</p> <p><img src="https://assets.econsultancy.com/images/0007/7308/ocado.jpeg" alt="ocado" width="275" height="183"></p> <p>But apparently we are the same homogenous marketing demographic? What he likes, I like; what I want, he wants. It’s not quite so simple, is it?</p> <p>Which is why more and more marketers <a href="https://www.marketingweek.com/2016/05/18/mark-ritson-the-seven-unmistakable-signs-of-a-shit-brand-consultant/">grit their teeth at mere mention of the word millennial</a>. And I largely agree with them. </p> <p>We are not a homogenous mass of similar tastes, views and actions. But there are certainly traits shared between this age group and how they consume digital media and what they expect from advertisers.</p> <p>So whether you love, like or loathe the term millennial – for the purposes of this post I am going to refer to this age group as ‘millennials.’ Sorry about that.</p> <h3>The millennial value exchange</h3> <p>Digital advertising is increasingly judged on the ‘<a href="https://econsultancy.com/reports/value-exchange-from-data/">value exchange</a>’. But what does the phrase ‘value exchange’ actually mean? </p> <p>In it’s simplest form this: both the brand and the consumer need to get something out of the advertising message exchange or interaction.</p> <p><a href="https://econsultancy.com/blog/67954-what-is-non-linear-advertising-how-can-it-help-publishers/">Traditionally, marketing messages have been delivered to captive audiences</a> – TV, print, radio, cinema – where there is very little perceived value exchange. In these scenarios consumers are at the mercy of what the advertiser wants them to see. It’s a one-way street. </p> <p>Millennials don’t work like that. They expect the value exchange to be present. Their time is precious. In exchange for their time interacting with your brand they expect something in return. They expect a brand to entertain them. Or to offer them information they find interesting. </p> <h3>This doesn’t mean that millennials hate advertising</h3> <p>Provided that the ‘value exchange’ is there, millennials are happy to engage. An Adyoulike study of 1,000 UK adults aged 18-33 in 2015 found that over half of UK millennials (57%) will happily visit online content that appeals to them even if it has been obviously paid for or sponsored. </p> <p>Millennials do not expect a brand to hammer them with the hard sell, or even worse – boring ads filled with irrelevant messaging, delivered in formats that are intrusive and annoying. That’s never been cool, but it really really isn’t any more. It’s digital brand suicide.</p> <p><img src="https://assets.econsultancy.com/images/0007/7309/Screen_Shot_2016-07-21_at_12.44.59.png" alt="adyoulike infographic" width="615" height="317"></p> <h3>All demographic groups are changing their behaviour to advertising</h3> <p>But whether you are a millennial or not, it’s worth noting that we’ve all changed how we use technology, consume media and engage with advertisers. It’s just that the younger generation act this way en-masse, and have been ‘early-adopters’ of this new view point.</p> <p>Baby boomers are fickler in their media consumption than they were ten or fifteen years ago, for example, because, well, they can be: like the rest of us they have far more options and demands on their precious time than they did a generation ago.</p> <p>A Nielsen study published in March 2015 found that 25% of baby boomers regularly watch video programming on a mobile device and over half of baby boomer respondents said they use electronic devices to listen to music and take or share photos.</p> <p>Our own research shows that they engage with native adverts too. So all age groups (apart from perhaps the very old) use social media; they multi-screen; they watch videos on YouTube; they skip ads - who would have thought it? - just like millennials. </p> <h3>There is no captive audience</h3> <p>Digital has changed the ‘captive’ audience forever. Marketers need to ‘earn’ the right to advertise to everyone in this hyper-connected, always on world, where content is currency and customer attention is easily lost at the swipe of a finger or click of a mouse.</p> <p>It’s not just millennials. Whatever the demographic, consumers expect more from advertisers. </p> <p>As digital marketers it’s time that we all start to think this way for everyone and every campaign, not just for those buzzwordy, hard-to-define millennial-types. </p> tag:econsultancy.com,2008:BlogPost/68098 2016-07-21T09:53:00+01:00 2016-07-21T09:53:00+01:00 Twitter announces application process for verified accounts: what marketers need to know Patricio Robles <p>Twitter announced a public verification application process that allows any brand or individual to request a verified account.</p> <p>According to Tina Bhatnagar, Twitter's vice president of User Services, "We hope opening up this application process results in more people finding great, high-quality accounts to follow, and for these creators and influencers to connect with a broader audience."</p> <p>Here's what marketers need to know about this development...</p> <h3>It's open to all</h3> <p>Twitter's new verification application process is available to all Twitter accounts that have a valid phone number and email address, and a bio, website, profile photo and header photo. In addition, accounts must be public and accounts for individuals must have a birthday specified.</p> <p>Applications for verification can be submitted through a form at <a href="http://verification.twitter.com">verification.twitter.com</a>.</p> <h3>Twitter looks for certain characteristics</h3> <p>While accounts meeting the above criteria are eligible for consideration, in deciding which requests to approve, Twitter looks for accounts that have certain characteristics.</p> <p>These include an account name that reflects the real name of an individual or company, as well as profile and header photos that are of the individual or associated with the company's branding. As such, marketers looking to submit an application for verification should ensure that the Twitter account in question meets these criteria.</p> <p>Brand accounts must be associated with a company email address, and Twitter may ask individuals to supply a government-issued ID.</p> <h3>There has to be a good reason for verification</h3> <p>Twitter won't verify accounts unless it believes there's a reason to.</p> <p>Specifically, Twitter requires verification applications to explain why verification is appropriate. "If the account represents a person, we want to understand their impact in their field. If it represents a corporation or company, let us know their mission," the company explains. </p> <p>To help support a rationale for verification, requests can and should include URLs to pages, such as news articles, that "help express the account holder’s newsworthiness or relevancy in their field."</p> <h3>Content marketing and engagement FTW</h3> <p>While not stated, it would seem that marketers behind active Twitter accounts that regularly publish unique, compelling content and engage with followers would be more likely to win Twitter's approval than accounts that aren't adding value to the Twitter community.</p> <p>While it probably wouldn't make sense for a brand to up its investment in Twitter just to win Verified Account status, those that are already investing in the platform probably have few reasons not to try to take advantage of the new application process. </p> <h3>There are no guarantees</h3> <p>Even when an account looks like a legitimate candidate for verification, Twitter isn't necessarily going to approve a verification request.</p> <p>Case in point: Hunter Walk, a former Google employee who now runs a venture capital firm, has tweeted more than 45,000 times since joining Twitter in 2006 and has more than 110,000 followers, but his application was denied.</p> <p>At the same time, a user with 7,500 tweets who joined Twitter in 2014 and has less than 9,000 followers received Verified Account status.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">20 de julio de 2016</a> </blockquote> <p>Applications that are denied can be re-submitted after 30 days, so marketers that aren't able to win Twitter's approval the first time around should be proactive in making adjustments and trying again.</p>