Brafton: Survey says: Marketers increase social & video content budgets

Brafton News Content Marketing

Survey says: Marketers increase social & video content budgets Apr 26th 2013, 18:11 ​Businesses can create their own narratives online through brand journalism. In an effort to capitalize on web search trends that show users want good reads- beyond product info, many businesses have begun to invest heavily in content creation for cross-channel campaigns. A new study from Nielsen found that 2013 will see additional investments. Social, mobile and video thrive in 2013 According to the source, approximately 63 percent of advertisers believe more money will be spent on brand marketing this year. More, one in five surveyed respondents say marketing spend will exceed 20 percent of their past marketing spend over the next 12 months, with brands funneling resources toward social media marketing, mobile and video marketing. Nielsen discovered that 70 percent of brand marketers will increase their usage of social media. Networks like Facebook, Twitter and LinkedIn provide marketers with outlets to help amplify companies' core messages, and results justify the efforts. Mobile advertising will also play a vital role in internet marketing,​ ​and 64 percent of respondents indicated video content will dominate their strategies moving forward. In contrast from social, mobile and video, brands told Nielsen that they will not invest more sources in rich media creation, display advertising or connected TV marketing. These practices, which may catch the eye of some brands, remain on the back burner as organizations still struggle to perfect more mature marketing avenues. It's important to note that as gaming, TV connectivity and display grow as channels, companies will likely explore them further. Content marketing fuels successful online strategies The Custom Content Council recently published its own annual spend report, which focused entirely on content marketing. Because businesses must fuel their social strategies with organic and engaging copy, the projected uptick in spend on content creation is likely in sync with Nielsen's forecast for social media usage. The CCC found that overall content marketing spend reached $44 billion in 2012, and that number will only rise as businesses transition budgets to brand advertising and journalism. With the web marketing world wide open in terms of opportunity, savvy marketers and business owners looking for an edge must embrace all new channels, and studies suggest social, video and content creation are top priorities for many industry leaders today. Media files: shutterstock_119873557.jpg (image/jpeg, 0.2 MB)

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Brafton: Content makes inbound marketing great, fuels results [data]

Brafton News Content Marketing

Content makes inbound marketing great, fuels results [data] Apr 26th 2013, 16:57 ​The internet has become a place of education and entertainment, bringing together people of all walks of life with similar and dissimilar interests. Consumers value the web because it gives them direct access to brands and their products or services. Brafton recently covered a study from the Digital Advertising Alliance that found 92 percent of surveyed Americans agree that web content is somewhat or extremely important to the value of the 'net. Consumers' passion for the web comes at a time when internet marketing is on the rise. Practices like content creation and social media marketing help organizations create online communities that manage customer relations more effectively than offline ventures. It's no longer a choice - brands must have online campaigns to acquire and retain customers if they want to remain in business. HubSpot released its "2013 State of Inbound Marketing" report, bringing to light some of the more recent evolutions in web marketing today. According to the source's original research, inbound marketing is on the rise, with 58 percent of surveyed companies planning to leverage new-media strategies in 2013. Forty-eight percent say they will even increase marketing spend on such practices over the next 12 months. More, 50 percent of brands say their companies are customer-focused, meaning they spend time and resource improving user experience and engaging with new and existing customers via social media. This is part of a marketing trend toward content that's not only "high quality," but responsive, useful and good-looking to capture customers' interests. 34 percent don't measure content ROI. There's always room for improvements, though. HubSpot's data shows that 81 percent of brands using inbound marketing to drive conversions tie their approaches to their business strategies, but 34 percent don't measure content ROI. The lack of analytic understanding is alarming, especially because 43 percent of businesses have generated at least one customer via their blog content already this year. Inbound marketing helps brands build strategies that pull internet users toward websites, but companies can't achieve their objectives without high-quality custom content. If companies are investing in inbound tactics, content marketing services can help clients connect the dots by measuring successes, losses and associated conversions with their appropriate channels. Brands wanting to leverage inbound strategies better have a friend in content creation, too. Media files: shutterstock_83682073.jpg (image/jpeg, 0.4 MB)

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Brafton: Millennials likely to sell out for relevant web content [survey]

Brafton News Content Marketing

Millennials likely to sell out for relevant web content [survey] Apr 26th 2013, 13:46 ​With each new marketing program, companies must peel back layers of unqualified website traffic, and get to the core of their customer bases. But what if you could get visitors to willingly provide everything you need to know about them to create a brand experience? According to a new survey from the USC Annenberg Center for the Digital Future and Bovitz Inc., an apparent "Millennial Rift" has marketers either at a clear advantage or distinct disadvantage, depending on their audience type. The data shows that Millennials report more willingness to grant brands access to their personal data, as long as they receive tangible benefits. Of course, these returns don't have to be tangible products - Millennials want more relevant web content and ads. Compared to internet users aged 35 and older, Millennials have wildly different views on internet privacy, such as greater receptivity to targeted advertising when their private data is involved. Millennials also have much wider personal networks on social media networks. Brafton has reported that Millennials embrace social media more than most demographics and expect a lot out of brands they connect with online. "Online privacy is dead - Millennials understand that, while older users have not adapted," Director of the USC Annenberg Center for the Digital Future Jeffrey I. Cole said. "Millennials recognize that giving up some of their privacy online can provide benefits to them..." 56 percent of Millennials would share their location with companies to receive coupons or deals for nearby businesses, compared to 42 percent of older demographics. The survey noted that 56 percent of Millennials would share their location with companies to receive coupons or deals for nearby businesses, compared to 42 percent of older demographics. More, 51 percent of Millennials would share private data to get something in exchange from brands, and only 40 percent of buyers aged 35 and older say the same thing. However, organizations will continue to fail in generating new leads if they don't provide Millennials with branded content that fulfills their needs. Younger consumers may submit their personal information in exchange for deals and promotions, but if those offerings don't match buyers' interests, the marketing effort still falls flat. To compile accurate information on target markets, brands must use social media marketing techniques to monitor online chatter, and leverage insights in ad targeting. Media files: shutterstock_122137594.jpg (image/jpeg, 0.9 MB)

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Brafton: Why video content analytics are critical for an optimal user experience [Interview]

Brafton News Content Marketing

Why video content analytics are critical for an optimal user experience [Interview] Apr 25th 2013, 20:02 Brafton published an article about consumer preferences in video, and the piece caught the attention of the study's publisher, Conviva. The video solutions provider asked Brafton to sit down for a closer discussion of its "Viewer Experience Report," as we weren't in full alignment over a few of the implications of the research. We ultimately had a conversation regarding what makes for a truly exceptional video viewer experience. Brafton spoke with Conviva's President and CEO Darren Feher, Global Chief Marketing Officer Hope Frank and Product Manager Anaid Gomez Ortigoza. Setting the scene While strategy is paramount to any effective video marketing campaign, the video delivery chain technology influences how users view visual media on their mobile devices and desktop computers. The content conceptualization and production processes could be perfect, but inadequate delivery puts a campaign at risk. Feher notes, "When you press play, you get frustrated if the experience is grainy, slow or a lower quality grade than it should be. We found that people who experience low-quality video content tend to view half as much as the average internet user." Conviva, an international video-solution provider, deploys its technology to help clients analyze video content analytics on a per-person, second-by-second, basis to take preventative action against inferior viewer experiences and ensure the highest image quality. Conviva adds a plugin that tells clients where viewers came from, stream quality, start time and drop-off rate. Conviva's flagship product, Precision Video, even makes real-time decisions to ensure an optimal viewing experience. What Conviva's service can teach content marketers about video Feher's experience with video deployment confirms a belief that has spread so rapidly in the content-marketing world it has instantly been recognized as a universal truth: "Quality of experience has to be exemplary." He went on to say, "If you're a marketer trying to reach audiences, targeting is key, and too many publishers have limited understanding of how many times a person gets stopped while watching a video and how frequently content never starts." Similar to how high-grade web content retains readers' attention, video must provide viewers with entertaining information and a viewing experience that compels them to stick around longer. It's all about crafting stickier content across all channels, and Feher says real-time visibility and content analytics can help. It's all about crafting stickier content across all channels, and Feher says real-time visibility and content analytics can help. "Too many customers are guessing on their editorial focus - they have no real insights on where people are clicking from to reach their videos," Feher said. "If you plan to reach audiences with video content, you must focus on a high-quality experience - incorporate CTAs that add context to your content, understand where viewers typically abandon and tailor content to meet those time frames and optimize your navigation to keep prospects on the page." Feher also noted that marketers must consider length and content type before enhancing their campaigns. "We see different patterns according to content format. It's far more important for short-content to start immediately or else viewers will abandon, compared to long-form which suffers when clips have significant stutter patterns." Testing different formats can help brands discover which content type and length resonates with their audiences best. What's the value of content analytics or a service like Conviva? "Content creators in the traditional world still believe they know what viewers want," Feher said. "Content creators in the digital world are savvy enough to know to listen to audiences and then determine what viewers want." Content marketing and analytics reporting help companies create smarter strategies that reach users in ways that make them feel most comfortable. It's important marketers embrace content analytics across mediums, from written blog posts to social media content to video marketing clips, and allow audiences to determine brands' promotional directions. "Content creators in the traditional world still believe they know what viewers want," Feher said. "Content creators in the digital world are savvy enough to know to listen to audiences and then determine what viewers want." This data-driven approach is essential to effective content creative today. If brands expect to excel in the visual media realm of content marketing, it is imperative to have the resources in place to analyze viewer trends and quickly adapt to data in real-time. And that is a truism both Conviva and Brafton fully agree upon. Media files: shutterstock_88151002.jpg (image/jpeg, 0.2 MB)

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Brafton: LinkedIn makes lead gen and nurturing easier with Contacts feature

Brafton News Content Marketing

LinkedIn makes lead gen and nurturing easier with Contacts feature Apr 25th 2013, 17:35 ​LinkedIn is already the most influential professional-networking system online today. The service's social capabilities make it easy for businesses to connect with new, current and prospective customers in personable ways through friendly messages, mentions, endorsements and custom content sharing. To improve the power of LinkedIn connections, the company unveiled a new lead generation and nurturing feature called Contacts, which brings information from all over the web together in one place. LinkedIn Contacts will compile content from users' address books, email accounts and calendars to the social network. The feature will soon be available on both LinkedIn.com and its new mobile application. With contact information together in one place, businesses can develop content for LinkedIn marketing campaigns that continues conversations had elsewhere online and off. Webmarketing123's "State of Digital Marketing 2012" report shows that companies already generate leads and website conversions from LinkedIn. The newer features should help more B2Bs and B2Cs create social media marketing strategies that lead to higher profit margins. The source noted that 44 percent of B2Bs generated leads via LinkedIn last year, and 23 percent converted followers from the site. More, 21 percent of B2Cs fostered relationships with customers via the network, and 9 percent compelled connections to convert. Brands looking to grow their professional networks online and increase revenue from social media initiatives should take advantage of LinkedIn's arsenal of new features. From its new Contacts option to its SlideShare ads feature, companies can develop strong relationships with B2B and B2C audiences online. However, LinkedIn continues to show its increasing focus on branded content, so in order to thrive on the network, companies must focus on content creation for social campaigns. Media files: shutterstock_117166825.jpg (image/jpeg, 0.4 MB)

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Brafton: SEO content helps brands take advantage of rising ecommerce spend

Brafton News Content Marketing

SEO content helps brands take advantage of rising ecommerce spend Apr 25th 2013, 16:00 ​B2C brands use the internet to increase sales and bolster revenues streams. High-quality custom content can support sales, promotional events and seasonal trends, and fashion bloggers and companies have experienced this first hand. In eMarketer's recent "U.S. Retail Ecommerce: 2013 Forecast and Comparative Estimates" report, online apparel sales continue to show positive share gains of the U.S. online retail marketplace. ​Along with companies serving computer and consumer electronics ​ markets, apparel brands see the web as their most useful marketing space today. According to the source, U.S. retail ecommerce sales will total $259 billion by the end of 2013 - a year-over-year increase of 14.8 percent. More, digital sales are expected to rise 14 percent between 2012 and 2017, showing long-term benefits for brands marketing products online. Brafton recently reported on data that showed consumers will frequently shop and buy products from brands that provide them with positive customer experiences. Price might not always be a key factor in website conversions. Apparel and other B2C businesses using the web to drive sales should develop content marketing strategies that support and promote products, especially seasonal items. Content for SEO will catch the eyes of shoppers in SERPs and help inflate sales margins, especially when paired with quality customer care. Media files: shutterstock_108572156.jpg (image/jpeg, 0.6 MB)

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Brafton: What marketers can learn from AP’s hacked Twitter account

Brafton News Content Marketing

What marketers can learn from AP's hacked Twitter account Apr 24th 2013, 18:56 ​Twitter has become the fastest news distribution channel today, making it easy for businesses to get a message in front of customers and prospects in an instant. No one can deny that the social media network circulates headlines and news content faster than ever thought imaginable, and even more professionals would have never suspected Twitter members' willingness to connect with companies online. The average mobile Twitter users follows approximately 11 brands. More than 1 billion Tweets occur every 2.5 days. People use Twitter as a way to connect with their friends, family, favorite brands and news sources, making it one platform increasingly susceptible to cyber attacks. What happens when crooked web users infiltrate branded accounts and use companies' reach for bad? The world takes notice, and interprets false Tweets as facts. Yesterday, hackers gained access to the Associated Press' @AP Twitter account, sending out a string of fake Tweets about explosions at the White House. The Tweet read: "Breaking: Two explosions in the White House and Barack Obama is injured." At first glance, the Tweet seemed authentic. In fact, so many people assumed that the message was true that The Dow dropped about 150 points in a few minutes, sending the U.S. stock market into free fall. Of course, it recovered quickly after the Associated Press suspended its account and tweeted from its @APStylebook account about the hacking. The company published a news article to its website, saying, "The attack on AP's Twitter account and the AP Mobile Twitter account was preceded by phishing attempts on AP's corporate network." Clearly, someone wanted access to AP's professional network, and found that hacking into Twitter was the easiest method of operation. The correlation between one bad Tweet and dropping stocks shows that business revenue can be impacted by social messaging. This can have positive implications, but should brands live in fear of getting hacked? It's clear that Twitter has unveiled some amazing new features this year, from new Cards that help promote products in Tweets to keyword targeting tools for advertisers, but better security features have surprisingly lagged behind. Medium contributor Evan Hansen recently published an article that suggested Twitter roll out privacy features to further protect its growing user base. He notes that Twitter can't do much to protect against phishing, "but Twitter could do more than it has." Marketers who use Twitter to distribute social media content and engage with online audiences must be aware of hacking attacks like ones seen against AP, Burger King and NPR. More than anything, this incident shows Twitter's potential in driving economic gains (or losses) and reminds businesses they need a defined social strategy that involves careful brand monitoring. @AP shows a bad Tweet can turn customers away. Of course, don't overlook the true story behind this stock-market blunder - Twitter has some amazing power, doesn't it? Media files: The-Dow.png (image/png, 0.1 MB)

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