How to Build a Customer Journey With Video

Video enables brands to tell a captivating story. Combine this with the power of paid amplification and real-time feedback from viewers, and your brand has the opportunity to achieve massive ROI through this compelling content format.

The trends driving digital video advertising growth align with a surge in digital video consumption.

eMarketer estimates that the global digital video audience will grow 8.2% in 2017. Corresponding with an increase in video consumption is growth in advertising consumption, leading to a distracted consumer base and fragmented customer journey.

Between all of the distractions cluttering the customer experience today, some say the traditional customer journey is broken, or irrelevant. But that couldn’t be further from the truth. It is because of these distractions that it’s never been more important to guide potential customers through the buying journey with relevant messaging. Continue reading “How to Build a Customer Journey With Video” »

7 Best Practices for Live Advertising Campaigns

According to eMarketer, US digital video ad spending surged to $10 billion in 2016 and is on track to top $18 billion by 2020. With this type of growth, video is proving itself to be a core part of the marketing toolkit. For many reasons, live video is a format brands should consider.

Adweek reports that live video has 76% better brand recall than other commercials, and according to Facebook, users watch live videos more than three times longer than other types of video content. People also prove to be more engaged when watching live videos, commenting ten times more than they would on regular video content.

Live video enables brands to connect with viewers human-to-human. It allows consumers to participate in brand storytelling, which enhances the customer experience. With such a variety of options to choose from—everything from product tours to red carpet events—there is no shortage of offerings to create a touchpoint with consumers along their paths to purchase.

As marketers continue to learn how to use live video, here are seven tips that should kept in mind: Continue reading “7 Best Practices for Live Advertising Campaigns” »

A School For Digital Marketers In The Era Of ‘Surveillance Capitalism’

This original appeared on Huffington Post.

Shortly before Christmas, I posted a short screed about the moral mess that digital marketers have gotten themselves in. In this new era of big content and fake news, we’ve lost our moral authority—if not just our moral compass—to counsel brands on what to do. Why? Because for years before the dark Fall of 2016, the ad tech industry had been already eroding trust among people on the Internet by finding more and more clever ways to stalk people. I asked if the time had come for a new Cluetrain Manifesto, the popular 1999 treatise that admonished marketers that a new day would soon arrive when the customer would be in control.

My question got an answer—from Doc Searls, one of the authors of the Cluetrain. But the answer was not what I expected. According to Doc, who is still fighting the good fight, the work of the first Cluetrain is not yet done. Continue reading “A School For Digital Marketers In The Era Of ‘Surveillance Capitalism’” »

3 Brands Experimenting With New Video Formats

As we mentioned in our previous blog post 5 Video Trends That Deserve Marketers’ Attention,  video became a top investment priority for marketers in 2017 with digital representing 37% of total US media spending and video seeing double-digital growth.

With the rise of new video formats, video will continue to evolve. We will see more virtual reality, live video, 360 video, and targeted content formats as we go through the year. Here are three brands that recently got our attention by engaging consumers with these new video formats:
Continue reading “3 Brands Experimenting With New Video Formats” »

Who Will Lead The Next Marketing Revolution?

In the last working week of 2016 — a year that will surely go down in infamy in the history of marketing and communications — my colleague Julie Ginches posted a well-received article on the “teachable moment” that the fake news crisis has created for marketing professionals. Toward the end of the article, she asks if in fact it’s time for the industry to pull itself together once again and write a professional code of conduct, as the authors of the Cluetrain Manifesto did at the dawn of Internet marketing. Reviewing a catalog of examples of marketers behaving badly, Julie wrote: Continue reading “Who Will Lead The Next Marketing Revolution?” »