Brafton: Five cross-screen video marketing insights from OMMA

Brafton News Content Marketing

Five cross-screen video marketing insights from OMMA Oct 1st 2012, 21:42 Will the same clip that impacts someone watching a television screen influence a laptop viewer? What about smartphone video viewers? The Online Media, Marketing and Advertising conference panel on "Video on Second and Third Screens" led by Forrester analyst Mike Glantz, offered a number of insights for marketers on how to effectively reach web video viewers.  1. Outline platform-appropriate metrics and create accordingly The insiders reminded marketers that not all videos are equal, and the screens consumers watch them likely influence engagement. Mobile video ads have the highest click-through rates (as confirmed by Vindico research, which claims mobile ads have 4.15 percent click rates). Panelists said television ads have higher completion rates. (Notably, a study from Adobe suggests mobile video ads still have high completion rates  at 94 percent.) With this in mind, marketers  should think about the length of video spots on different devices and whether the call-to-action comes at the end of the clip (fine for TV) or appears in the middle (perhaps more likely to be seen on the web). 2. Click-to-play is greater than autoplay for web video One simple but significant insight from Natalie Bokenham of IPG is that autoplay ads boast some of the highest reach rates among her clients, but click-to-play ads similarly drive brand exposure and have better long-term effects. Autoplay ad-driven brand awareness often comes at the cost of perception; she found likability was sacrificed in this format, while click-to-play ads generally foster more positive brand engagement. 3. For mobile viewers, keep it short and sweet All the experts said the web demands 30-second clips, and even shorter spots are being tested. Indeed, Vindico reports that video ads 15 seconds (and under) have 78 percent completion rates, but this drops to 74 percent completion for videos between 16 and 30 seconds and 61 percent for videos longer than 30 seconds. 4. Keep the focus on goal-driven creative A lot of marketers may be tempted to use video as an effort to go viral or get flashy. While it's smart to use this channel to produce high-impact content, it should be consistent with other brand messaging. "Just because it's video, doesn't mean that it's right for your strategy. No matter the format, the creative has to match the goals," said Christian Waitzinger of SapientNitro. Similarly, Brafton has reported that 70 percent of consumers ignore poorly targeted videos.  5. Use video as one component of high-quality content marketing The experts emphasized that companies must make sure their sites (mobile or otherwise) have great visual and written content to support video."Site quality counts! The content around which your web video is placed proves huge in driving positive web metrics," said Bokenham. These tips should come in handy for a rising number of marketers, as Brafton has reported that diverse content formats  - including video - are becoming mainstream. Both SEOmoz and IDG report that more than one-third of survey respondents currently use video marketing. Moreover, demand for video content online is at an all-time high. ComScore's latest figures show more than 188 million Americans watch web videos in a given month. Media files: Mobile-video.jpg (image/jpeg, 0.2 MB)

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Brafton: OMMA expert: Storytelling (still) key to marketing success

Brafton News Content Marketing

OMMA expert: Storytelling (still) key to marketing success Oct 1st 2012, 19:57 There's so much technological potential for digital marketers, but success still comes down to telling great stories. At Media Posts's Online Media, Marketing and Advertising conference (OMMA), Andrew Keller, CEO of CP+B, said different creative minds need to come together to build the best possible user experience across platforms and devices if companies want to earn results. "Copy writers, technologists, designers, etc., have different brains - and all of these components need to come together in modern campaigns," he said. Many brands are eager to dive into different platforms simply because they're hot on the web, but Keller's keynote served as a reminder that marketing efforts must draw on insights from different strategists and creative producers to integrate a brand's cross-web presence. He used the example of Grey Poupon. The company's Facebook Page made headlines with its "members only" approach, requiring consumers to Like the Page and then "request" membership through a follow-up message. But the company maintained active users in part through an in-depth (tongue in cheek) history that married compelling copy about the company's product with humorous design that conveyed brand personality. The campaign is a result of different teams' contributions, and its history format can deliver a story that potential buyers care about. "People want to know why you're doing what you're doing - not just what you're doing," said Keller. In addition to aligning internal players to tell the best brand stories, Keller acknowledged that those outsourcing their campaigns need to ensure their marketing partners can understand their business model and effectively target audiences. "The intimacy an agency builds with a brand will largely determine the success of the campaign, because that will translate into the intimacy the brand can develop with its audience," Keller said. With more than 30 percent of businesses outsourcing at least some of their content creation, Keller's point on finding the right partner is key. Moreover, his emphasis on creating compelling stories to drive ROI is already acknowledged as a necessary ingredient to web success. IDG's content marketing survey shows 81 percent of B2B marketers say engaging storytelling is essential to content success. Media files: photo-55.jpg (image/jpeg, 0.3 MB)

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Brafton: Algorithm shift to ‘reduce’ exact match domains with poor content in SERPs

Brafton News Content Marketing

Algorithm shift to 'reduce' exact match domains with poor content in SERPs Oct 1st 2012, 17:25 On Friday, Google's Matt Cutts reported through Twitter that an adjustment to Google's search algorithms looks to remove domains featuring low-quality content even if their site URL matches search queries. The move ensures that users will find relevant information and content through Google search, penalizing sites that don't offer their visitors value. In recent months, Google has favored a series of smaller algorithm updates. These changes have addressed more minor issues with search, rather than large-scale changes some have anticipated, especially with regard to Penguin. Even Google Panda, the search quality algorithm that fundamentally changed search, has seen only incremental adjustments in 2012. Among other adjustments to search were algorithms that improved domain diversity on SERPs, and another that limited results to seven when it's clear exactly what a user wants. Earlier this year, Cutts said that users would likely see smaller changes to most algorithms. The exception would Penguin, Google's webspam algorithm, but there hasn't been any movement on the Penguin front since late May. While search marketers and others using SEO wait for the next Penguin iteration, Google's focus on consistently improving Panda led to Panda 3.9.1 in September. Brafton highlighted the latest version of the algorithm, reporting that it impacted just 0.7 percent of queries. Media files: google_search.jpg (image/jpeg, 0 MB)

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Brafton: Content marketing recap: September 2012

Brafton News Content Marketing

Content marketing recap: September 2012 Oct 1st 2012, 16:50 With the onset of October, online marketers are probably getting ready for upcoming holiday shopping and end-of-year business buying – and September web developments offer plenty of strategic insights. Watch Zach Michonski give Brafton's recap of September's biggest content marketing updates, complete with insights on what they could mean for your strategy. (You can also read our blog post below!) Update: Content investments rise A report from Optify found successful brand marketers say content creation takes up the bulk of their time, with 30 percent spending more than 15 hours of their week on content. What does this tell us?  Businesses should consider the competitive necessity of high-quality, diverse content creation, but those who find it a challenge to manage are not alone. IDG reports more than one-third use agencies for content marketing. Update: Web video consumption rises Video content is particularly in demand, with comScore's most recent numbers showing the audience for web videos is at an all-time high. According to the research firm, 188 million users now watch more than 47 billion videos in a month. What does this tell us? Businesses need to get on board with video marketing or they miss reaching a large (and growing!) pool of consumers. Moreover, an IDG report from earlier this year found that marketers cite videos as one of the more effective content types they use, suggesting investments in high-quality branded videos pay off.  Update: New SEO signals Google announced that punctuation and symbols sometimes count for SEO. The search engine says it ALWAYS prioritizes high-quality results, but symbols such as the plus sign, dashes and dollar signs may impact rankings for queries when they could alter the meaning of searches.  The company also unveiled a minor Panda update, though marketers are still holding their breath for the next iteration of Penguin update ... A Tweet from Matt Cutts last Friday suggests the company is working on its link detection which could mean Penguin is on its way. As Cutts said,  A small upcoming Google algo change will reduce low-quality "exact-match" domains in search results.  Google also unveiled a new algorithm on September 14 that aims to bring more diverse domains to search result. While this could frustrate marketers who own SERPs for certain phrases, it means more sites will have the chance to win visibility around keywords supported by top content. What does this tell us? Google is constantly evolving and marketers should take these Google changes to heart, as a report from eConsultancy found 87 percent of marketers call the search algorithm updates of the last 12-18 months "significant or highly significant." Google won't tolerate link schemes or shortcuts to SEO. Especially with rumors of a Penguin update, brands should focus on the most user-friendly strategies for building links. Here's a tip straight from the search engine: Question: So how can you engage more users and potentially increase merit-based inbound links?  Answer: Create unique and compelling content on your site and the web in general Update: Social marketing updates emphasize visual layouts and content Update: LinkedIn rolled out new Company Pages, which place a strong focus on shared social content.  Update: Twitter unveiled a new profile layout for brands and users, that focuses on visual elements of social media. The new layout prioritizes an image or graphic from brands, similar to the Facebook Timeline "cover photo." What does this tell us? Social networks are focusing on presentation, and brands should do the same. Presentation counts with social (and content) marketing. Companies can take advantage of the new LinkedIn and Twitter formats and put their personalities forward. Those are September's content marketing updates - stay tuned for next month. Media files: September-2012-Content-marketing-recap.png (image/png, 0.8 MB)

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Brafton: Consumers Like brands on Facebook, but still want website content

Brafton News Content Marketing

Consumers Like brands on Facebook, but still want website content Oct 1st 2012, 15:43 A report from AYTM Market Research found that more than 73 percent of consumers have Liked at least one brand on Facebook. In fact, 31 percent of respondents said they have Liked 10 brands or more, while just 26.7 percent said they don't follow a brand on the platform. Perhaps more importantly, users who opt to Like brands typically interact with social content on a regular basis. Even with 25.5 percent saying they "never" pay attention, the overwhelming sentiment suggests that content that appeals to users is most likely to result in clicks, site traffic and eventual conversions. More than 27 percent interact with brands' social content daily, but a majority interact weekly or monthly. Compelling content is the key for social media marketing, as even a fan is unlikely to access shared links or other content if it isn't interesting. Despite this interest in Facebook marketing content, 44 percent said they typically find the website of the brands they Like more useful. Developing a content marketing strategy can help organizations appeal to both ends of the spectrum. Giving site visitors regularly updated content to read drives traffic and builds a strong brand image, while it also offers fuel for sharing and can easily be distributed to social fans. The benefits of pairing a strong Facebook presence with high-quality site content grows, even as few consumers convert directly as a result of social content. Brafton recently highlighted data from Forrester Research that found about 1 percent of conversions occur directly as a result of social media marketing. However, the channel's value as a brand discovery tool helps push more consumers through the conversion funnel.   Media files: Facebook-Logo.png (image/png, 0 MB)

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Brafton: Internet marketing news roundup, October 1

Brafton News Content Marketing

Internet marketing news roundup, October 1 Oct 1st 2012, 13:59 Typically, words from Matt Cutts draw the attention of web marketers everywhere. Whether it's a Tweet regarding the latest algorithm shift from Google or a Webmaster Help spot on YouTube, wisdom from Google's resident search spokesman is often taken as gospel for SEO campaigns. However, Cutts' appearance last Wednesday on This Week in Google, a web radio show hosted by Leo Laporte, drew little fanfare - even as he provided some insights that can help content marketing strategies. Discussing the company's Penguin algorithm, which first rolled out in April, Cutts said that one benefit from Google's perspective has been less credit given to low-quality guest blogs on the web. On the show, Cutts said any tactic used to flood the web with inbound links will negatively impact a site on search. Frequently, he observes black hat SEO methods related to guest blogs using the same piece of content on multiple sites with minor adjustments. The only objective of the content was the link. Guest blog insights from Google and content authority Brafton reported that guest blogging, however, can be beneficial when it's created with a focus on delivering important, relevant information to a target audience. Finding contributors with an expertise that improves user experience and or writing for another site to build authority on a topic will help any brand. The secondary benefit of a new inbound link will only drive success in the current searchscape when the primary role of a guest blog is user education. Frequent inbound links from low-quality guest blogs will likely hurt a site's standing in Google search. As Penguins becomes more advanced, it's inevitable that it will spot and penalize sites engaging in this practice more aggressively. Guest blogging, like most kinds of web content, should be a tool to drive thought leadership as well as search standing. With SEO becoming more about relevant information for searchers, the idea of niche and brand authority will gain more prominence. Despite the best efforts of black hat search marketers, it's impossible to fake authority. To reward content writers and others on the web that have successfully demonstrated their grasp and authority of a certain industry, Google integrated author badges onto web content earlier this year. Google formalized it for the first time this week, emailing writers who have demonstrated authority to inform them that they have received authorship. Google puts links to other content from writers along with their Google+ profile image below listings on SERPs. At this point, it's still unclear why some writers received these emails and others didn't, but the idea of rewarding good, quality content and directing users to it is likely part of the motivation. SEO alert: New ranking factors More than anything, Cutts' comments and the Authorship emails demonstrate Google's ongoing effort to filter low-quality content from SERPs. The company will continue to iterate, rolling out new search quality algorithms to detect the latest practices from those use black hat SEO. In fact, on Friday, Cutts tweeted that a new algorithm focuses on exact-match domain names that feature low-quality site content. Moreover, the company continues to offer guidance that marketers can use to improve their ability to drive conversions from site content. Mobile optimization must-haves Last week, Google released some of its most recent hints at SEO success in the form of a study detailing the value of a site optimized for mobile access on its Mobile Ads blog. It revealed stats related to conversion frequency for sites that smartphone users can interact with seamlessly. According to Google, consumers are 67 percent more likely to convert on sites designed to function on their smartphones. Moreover, 61 percent said they've gone to other sites to purchase items or otherwise convert as a result of problems with mobile access. Brafton highlighted the growing frequency of home-based smartphone web access as an even greater reason to ensure seamless optimization for mobile devices. Prospects expect sites to perform well no matter their method of browsing the web. Any issues can lead to lost sales and a poor reputation among web users. Social marketing for reputation building Improving reputation on the web was the subject of a study from the Ethical Corp last week. The report found that companies using social media marketing are frequently unprepared to handle criticism. In fact, 20 percent of respondents said they were completely unprepared to respond to negative feedback. While 15 percent said they were fully engaged with the problems brought up on social, many fail to develop a strategy to avoid the engagement from hurting perception of their brand on the web. Using this content to make improvements to products or services and responding quickly to customer issues often tells clients their problems are important. In general, social marketing must be viewed as a two-way conversation that brands actively participate in to improve awareness and reputation on the web. Brafton reported that negative comments and complaints on any social network don't have to be a major point of concern if marketers try to turn them into engagement opportunities to turn around negative perceptions of a brand. Using this content to make improvements to products or services and responding quickly to customer issues often tells clients their problems are important. In general, social marketing must be viewed as a two-way conversation that brands actively participate in to improve awareness and reputation on the web. It's almost inevitable that some fans or followers will have a problem at some point. However, like any other channel used to express frustration, dealing with it in kind prevents the issue from lingering. In the early stages of of any web marketing strategy, it can be difficult to deal with scrutiny or adjustments. This is especially true in content marketing, where brands face growing competition and an evolving web - and many marketers will head to New York for the Online Media, Marketing and Advertising Conference (OMMA) and SMX East to get expert tips. Starting today, Brafton will be at OMMA in New York presented by MediaPost to discuss best practices throughout the life cycle of a content marketing strategy. On Tuesday, October 2, Brafton's Head of Marketing Content and Communications Katherine Griwert will be sharing thoughts on the best practices and common problems encountered. Brafton will also be sharing insights on infographic marketing at SMX East on Wednesday, October 4. Additionally, coverage of further insights shared at both conferences will be available on Brafton.com. Media files: Content.jpg (image/jpeg, 0.2 MB)

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Artikel Terkini Perniagaan Internet - SmartUsaha.com: [Infografik] 64 Teknik Pemasaran Facebook

Artikel Terkini Perniagaan Internet - SmartUsaha.com Artikel terkini di blog SmartUsaha.com.

[Infografik] 64 Teknik Pemasaran Facebook Sep 29th 2012, 07:07 Related Posts:[Infografik] Jenis UsahawanAkan Terbit..Home Office (Ruang Pejabat di Rumah)Sudah Beli Banyak EbookSmartUsaha.com di Facebook

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