tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2017-12-01T14:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69629 2017-12-01T14:00:00+00:00 2017-12-01T14:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Before we crack on, there’s just time to remind you to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a>. It’s got enough stats in it to last you till the new year. </p> <h3>Cyber Monday 2017 was the largest online sales day in US history</h3> <p>Adobe Insights has <a href="http://news.adobe.com/press-release/experience-cloud/adobe-data-shows-cyber-monday-largest-online-sales-day-history-659" target="_blank">revealed</a> the final sales tally for Cyber Monday came to a whopping $6.59bn, making it the largest online sales day in history in the US.</p> <p>Cyber Monday sales mark a 16.8% increase on last year, with overall web traffic to retail sites increasing by 11.9%. Black Friday also saw a rise in year-on-year sales, generating $5.03bn compared to $4.3bn in 2016.</p> <p>According to Hitwise, Amazon dominated the entire event, with data suggesting that out of the top 50 retailers in the US, it captured 54.9% of transactions (or 7.1m) on Black Friday alone.</p> <p>So what contributed to Amazon’s success? You can read <a href="https://www.econsultancy.com/blog/69614-amazon-won-thanksgiving-and-black-friday-as-retail-strategy-varied" target="_blank">more analysis on that here</a>.</p> <h3>Retailers miss out on mobile opportunity this Black Friday</h3> <p>Despite big numbers overall, <a href="http://blog.qubit.com/black-friday-trading-recap-beyond-mobile-inflection-point" target="_blank">Qubit has suggested</a> that mobile was a major factor in low revenue-per-visitor numbers in the UK this year. </p> <p>On the Friday itself, 36.5% of all revenue was from mobile - down 1.7% on last year. The average order value also fell 16.39% to £102, with online UK shoppers spending an average of £20.12 less than they did in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/0849/Qubit.JPG" alt="" width="660" height="205"></p> <p>So, while most shoppers typically used mobile to browse, the channel only accounted for a third of retailer revenue. This perhaps suggests that retailers are depending too much on desktop conversion and failing to do enough to convert customers on mobile. </p> <p>Meanwhile, with mobile-friendly experiences provided by social media channels like Instagram and Pinterest, only retailers who put customers first will be able to compete.</p> <p><strong>More on Black Friday 2017:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69606-seven-email-strategies-used-by-10-retailers-on-black-friday" target="_blank">Seven email strategies used by 10 retailers on Black Friday</a></li> <li><a href="https://www.econsultancy.com/blog/69603-game-shows-risks-of-black-friday-downtime-despite-impressive-strategy" target="_blank">GAME shows risks of Black Friday downtime despite impressive strategy</a></li> </ul> <h3>UK lags behind US brands for customer experience</h3> <p>According to a new survey by KPMG Nunwood, the <a href="http://www.nunwood.com/excellence-centre/publications/uk-cee-analysis/2017-uk-cee-analysis/" target="_blank">UK is lagging behind</a> the US when it comes to delivering world-class customer experience. </p> <p>Ranking brands according to six metrics - personalisation, time and effort, resolution, integrity, expectations and empathy – the UK score fell from 7.33 to 7.08 this year. In contrast, the score for US brands rose from 7.42 to 7.75.</p> <p>The UK brand currently leading the way in customer experience is QVC, which scored 9% higher than the industry average for personalisation. It was also praised for its quick response on social media, and high level of customer empathy.</p> <p><img src="https://assets.econsultancy.com/images/0009/0852/KPG.JPG" alt="" width="650" height="299"></p> <p><strong>More on customer experience:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> <li><a href="https://econsultancy.com/blog/69496-four-examples-of-automotive-brands-that-are-innovating-the-customer-experience" target="_blank">Four examples of automotive brands that are innovating the customer experience</a></li> </ul> <h3>63% of internet users stream music online</h3> <p>From a study of over 70,000 people in 40 countries, GlobalWebIndex has <a href="https://blog.globalwebindex.net/chart-of-the-day/1-in-4-spotify-users-pay-for-the-service/" target="_blank">found that 63%</a> of internet users now stream music online, with mobile being the most-preferred device for doing so. </p> <p>Perhaps unsurprisingly, it also revealed that Spotify is the most popular music streaming service (outside of China), with one in five internet users (or 22%) using it each month. </p> <p>Spotify’s global footprint is evident in its latest marketing campaign, where it makes use of rich user data to highlight perspectives on both music and cultural events. </p> <p>Drawing on streaming behaviour from its 60m paying subscribers – a milestone it reached in March of this year - it will run billboard ads in 18 markets featuring over 70 musical artists. Each one will depict ‘2018 goals’, such as ‘take a page from the 3,445 people who streamed ‘Boozy Brunch’ on a Wednesday.’</p> <p><img src="https://assets.econsultancy.com/images/0009/0850/Spotify_campaign.JPG" alt="" width="570" height="376"></p> <h3>B2B marketers look to the IoT and AI to revolutionise the customer experience</h3> <p>For B2B marketers looking ahead, Econsultancy’s <a href="https://econsultancy.com/reports/b2b-digital-transformation/">B2B Digital Transformation report</a> has revealed that the Internet of Things and AI are thought to be the most exciting prospects for 2020.</p> <p>The findings back up other research that suggests <a href="https://www.demandbase.com/press-release/marketing-executives-predict-artificial-intelligence-will-revolutionize-marketing-2020/" target="_blank">80%</a> of marketers predict artificial intelligence will revolutionise marketing in the next few years. Over a quarter of respondents cited connected devices and AI (i.e. chatbots) as the most exciting opportunities to come.</p> <p><img src="https://assets.econsultancy.com/images/0009/0851/B2B_trends.JPG" alt="" width="550" height="441"></p> <p><strong>More on B2B marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69611-10-must-have-b2b-marketing-tools" target="_blank">10 must-have B2B marketing tools</a></li> <li><a href="https://www.econsultancy.com/blog/69512-b2b-digital-transformation-key-trends-recommendations" target="_blank">B2B digital transformation: Key trends &amp; recommendations</a></li> </ul> <h3>Marketers plan to increase video marketing in 2018 despite ongoing challenges</h3> <p>In a survey of 140 marketers from top US brands, Innovid <a href="http://www.innovid.com/press-releases/2017/11/27/innovid-releases-insights-from-survey-of-brand-marketers-on-video-marketing-strategies-and-expectations-for-2018" target="_blank">has found</a> that 79% plan to increase focus and overall spend on video marketing in 2018.</p> <p>Despite recognition that video is one of the most impactful and effective mediums, it appears many marketers are still facing several roadblocks to success. Innovid also found that just 6% would describe their organisations as innovative in video, with 45% of respondents saying they are uninformed about the costs associated with video ads. Meanwhile, 35% say they lack in-house video expertise, largely relying on agencies to create video assets instead.</p> <p>Interestingly, animation appears to be a rising trend in video marketing, as a number of brands look to the medium to create unique and emotive ads. Taco Bell is just one recent example, with its one minute and 40 second video so far generating over 1.1m YouTube views.</p> <p><iframe src="https://www.youtube.com/embed/VhwqKUfRSio?wmode=transparent" width="854" height="480"></iframe></p> <p><strong>To learn more about this topic, check out Econsultancy's <a href="https://econsultancy.com/training/courses/video-marketing-strategies" target="_blank">video marketing training</a>.</strong></p> tag:econsultancy.com,2008:TrainingDate/3369 2017-11-13T04:11:00+00:00 2017-11-13T04:11:00+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3361 2017-11-13T03:34:20+00:00 2017-11-13T03:34:20+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3357 2017-11-13T03:13:38+00:00 2017-11-13T03:13:38+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/69550 2017-11-02T09:48:00+00:00 2017-11-02T09:48:00+00:00 A close up look at Maybelline’s brow-raising success with visual content on social media Nikki Gilliland <p>So what’s behind Maybelline’s <a href="https://www.shareiq.com/blog/cosmetics-brands-glitter-but-who-wins-the-social-media-gold" target="_blank">success on social</a>? Here’s a deep-dive into its strategy, and how it has mastered the art of visual content.</p> <h3>1. Digital influencers become brand ambassadors</h3> <p>While <a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">influencer marketing</a> is now commonplace for cosmetics brands, Maybelline has gone one step further by embracing the new trend for using influencers as brand ambassadors.</p> <p>Instead of merely paying them to post content on Instagram, this involves featuring influencers in campaigns on a mainstream scale and across multiple channels. </p> <p>This shows the extent to which influencers have infiltrated the industry, with beauty brands capitalising on the authenticity and credibility of make-up bloggers and vloggers. Alongside this, Maybelline also uses influencers to expand its focus on diversity. Earlier this year, it enlisted Manny Gutierrez (or ‘Manny MUA’) as its first-ever male brand ambassador, capitalising on his 3m Instagram followers and 2.1m YouTube subscribers.</p> <p>To mark the campaign, it released two commercials on its YouTube channel, with each one generating over 8.3m views. </p> <p><iframe src="https://www.youtube.com/embed/PfJD5i3yIdM?wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, influencer content continually drives engagement on Instagram, with the brand also reaping the benefits of the influencers' large and active audiences. Model Adriana Lima often posts using the hashtag #maybellinegirls, with one post in particular generating 290,000 engagements.</p> <p><img src="https://assets.econsultancy.com/images/0009/0059/Adrian_Lima.JPG" alt="" width="760" height="456"></p> <h3>2. Hyping product-releases</h3> <p>As well as using influencer-driven content for continual engagement, Maybelline also uses visual platforms to create spikes of interest in the lead up to new product releases. </p> <p>It recently launched a new make-up range in collaboration with Gigi Hadid – a partnership that in itself is sure to generate interest. However, with the hashtag #GigixMaybelline, it has cleverly built up anticipation for the launch, with Gigi dedicating the majority of her entire Instagram to it for the month of October.</p> <p><img src="https://assets.econsultancy.com/images/0009/0039/GigiHadid.JPG" alt="" width="550" height="471"></p> <p>Maybelline is particularly focused on making platforms like Instagram a place for interaction and involvement. While the platform can offer a largely passive user experience (with some users simply scrolling rather than ever stopping to like or comment), the brand often asks questions or encourages followers to tag friends in order to prompt real engagement.</p> <h3>3. Creating platform-specific content</h3> <p>With Instagram offering up huge potential for reach, many beauty brands fail to utilise other platforms like Pinterest or Facebook, or if they do, roll out the same or similar content.</p> <p>In contrast, Maybelline takes a channel-specific approach, creating high quality and bespoke content for various different platforms. <a href="https://www.econsultancy.com/blog/69234-six-consumer-brands-with-picture-perfect-pinterest-strategies" target="_blank">On Pinterest</a>, it uses visual content to deliver helpful and informative tips and make-up how-to’s, with its ‘Get the Look’ feature proving popular.</p> <p><img src="https://assets.econsultancy.com/images/0009/0040/Pinterest.JPG" alt="" width="760" height="446"></p> <p>It takes a more entertaining approach elsewhere, creating a challenge-themed series with influencer NikkieTutorials specifically for YouTube. This allows the brand to reach consumers looking for this kind of content online, giving them a reason to subscribe and return.</p> <p><iframe src="https://www.youtube.com/embed/UmdXrjiCfhY?wmode=transparent" width="854" height="480"></iframe></p> <p>Of course, YouTube is another hotbed for influencer engagement, which is why Maybelline previously focused on the platform for its Nudes Palette campaign. It worked with 13 beauty vloggers to roll out content, plus enlisted a number of models to star in a short video made by Vice's fashion culture magazine, i-D.</p> <p>Data from <a href="https://www.thinkwithgoogle.com/marketing-resources/content-marketing/maybelline-new-york-go-nude-youtube-campaign/" target="_blank">Google</a> suggests that the campaign was a success. It resulted in a 2.4x to 2.9x lift in brand awareness, with the initial i-D trailer garnering more than 1.8m views, and an average play-through of 54%. Meanwhile, the 13 YouTube vloggers are said to have accounted for 58% of overall watch time for the entire campaign.</p> <p>Not only does this prove the benefits of visual content in general, but also how a platform-specific approach can yield the best results.</p> <h3>4. Putting consumers centre stage </h3> <p>Finally, Maybelline ensures the cycle of engagement continues by involving its online audience as much as possible, particularly encouraging <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated content</a>. One way it does this is by sending out free samples of its products to consumers in order to encourage them to post reviews or product-related content on social media.</p> <p>These consumers do not always have a large online presence, which means they don’t necessarily count as ‘influencers’. Maybelline recognises the power of everyday consumers in this sense, specifically when it comes to promoting the brand to a larger audience. While influencers can promote the glossier, perhaps slightly more high-end aspects of the brand, user-generated content tends to be more authentic, showing others that it can be accessible and affordable for everyone.</p> <p>Maybelline largely creates this type of content via brand-related hashtags, which it also sets up in relation to events and occasions. For example, during New York fashion week and BeautyCon (a festival-type event for brands and beauty fans), it uses #MNYFashionWeek and #MNYBeautyCon – with the now-recognisable formula being repeated by online users. </p> <p><img src="https://assets.econsultancy.com/images/0009/0058/Maybelline_USC.JPG" alt="" width="780" height="368"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67839-how-l-oreal-uses-personalisation-to-increase-brand-loyalty" target="_blank">How L’Oreal uses personalisation to increase brand loyalty</a></em></li> <li><em><a href="https://econsultancy.com/blog/69241-three-reasons-to-admire-glossier-the-best-online-beauty-brand-you-ve-never-heard-of" target="_blank">Three reasons to admire Glossier: The best online beauty brand you've never heard of</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3325 2017-10-26T18:10:25+01:00 2017-10-26T18:10:25+01:00 Online Copywriting - Advanced <p>Tone of voice, concision &amp; psychology – those are our main topics in this in-depth sequel to our bestselling <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">Online Copywriting course. </a></p> tag:econsultancy.com,2008:TrainingDate/3319 2017-10-26T17:59:43+01:00 2017-10-26T17:59:43+01:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3313 2017-10-26T13:56:01+01:00 2017-10-26T13:56:01+01:00 Online Copywriting <p>Boost your online copy’s effectiveness (across all types of device) with our practical and hands-on training course.  </p> <p>Our best-selling ‘online copywriting’ course includes lots of hands-on exercises to help you communicate, persuade and sell more effectively.  We’ll show you copywriting techniques that can boost your web pages’ performance by over 100%.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">No laptop is required.  For convenience, all exercises will be paper-based.</p> tag:econsultancy.com,2008:TrainingDate/3259 2017-10-26T11:56:44+01:00 2017-10-26T11:56:44+01:00 Content Strategy & Editorial Planning <p>Great content sells – it will build your brand and boost your business.  Our 1-day Content Strategy &amp; Editorial Planning training course will help you to define and produce the content that will help your organisation succeed!</p> <p>On the day, you’ll learn about our unique 7-step process and  get our exclusive templates for: Strategy Statements, Content Audits, Content Requests, Content Briefs and Content Calendars!</p> tag:econsultancy.com,2008:TrainingDate/3258 2017-10-26T11:55:18+01:00 2017-10-26T11:55:18+01:00 Content Strategy & Editorial Planning <p>Great content sells – it will build your brand and boost your business.  Our 1-day Content Strategy &amp; Editorial Planning training course will help you to define and produce the content that will help your organisation succeed!</p> <p>On the day, you’ll learn about our unique 7-step process and  get our exclusive templates for: Strategy Statements, Content Audits, Content Requests, Content Briefs and Content Calendars!</p>